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Kakkad, R. (2016). A study on effect of news paper advertisement on consumer buying behavior of two wheelers. PHILICA.COM Article number 752.

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A study on effect of news paper advertisement on consumer buying behavior of two wheelers

Ratish Kakkadunconfirmed user (Gujarat Technological University, Indian Institute of Management, Ahmedebad)

Published in econo.philica.com

Abstract
As a marketer a person needs to know that how consumers make decisions for buying a particular product. One of the tools of advertisement in print media is news paper. This is tool for advertisement which is easily reachable to the people and where almost all the marketers can market their products. This study focuses on the effect of news paper advertisement on consumer buying behavior specifically on the buyer of the two wheelers.

Article body

Introduction :

Newspaper advertising is often a double-edged sword. It can provide you with exposure and leads, but your response rate will probably be less than overwhelming in comparison to other advertising mediums such as direct mail or broadcast advertising. 

Advertising in regional and national newspapers can be expensive. Advertising in local or community newspapers is less so and may provide a more focused advertising approach. If your business trade is localized, it certainly makes more sense to focus on the community or local papers that your customers are more likely to read. 

Running ads in major metropolitan newspapers can be effective if your product or service offering is strong enough or unique enough to pull in customers from throughout the readership or circulation area. 

Chances are that your competitors will be spending money on newspaper advertising, too. Remember that this will reduce the effectiveness of your newspaper advertising campaign, because you will be competing for your customer’s attention and “mind share.” 

Newspaper advertising is sold by the column inch. Different advertising classifications may have different rates. For instance, a service directory advertisement may be less expensive per column inch than a small ad placed on a regular editorial page. Virtually all newspapers offer discounts for contract advertisers, depending upon the volume of space they commit to over the course of a contract year.

What is Consumer Buying Behavior?

Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand: 

Why consumers make the purchases that they make? 

What factors influence consumer purchases? 

The changing factors in our society. 

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: 

Buyers reactions to a firms marketing strategy has a great impact on the firm’s success. 

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. 

Marketers can better predict how consumers will respond to marketing strategies.

Rational of study

In the market so many factors are affecting on the consumer buying behavior. In all of them one factor is advertisement. Advertisement has many types like hoardings, NEWS PAPER commercial, digital add, news paper ad etc. in all of them I select newspaper advertisement effect because it is media of easy to reach all type of consumer. My study is base to find the results that how the news paper advertisement can affect the consumer buying behavior of two wheelers.

Scope

The main area covered during the study is news paper advertisement and impact of it on buying behavior of the consumer. It is very well prescribed that consumer buying behavior is the psychology which affected by various factors. To be very precise we have selected news paper advertising as a factor affecting buying behavior of a consumer. The purpose is to find out is there any effect of news paper. Advertisement on consumer buying behavior or not? And up to what level of significance? The Inferences from the study are based on the responses given by the consumers in a specific area. This study will be helpful in getting an insight into the perception of Consumers on news paper Advertisements.

Review of literature

Consumer Behavior by Hawkins, Best, Coney and Mokherjee: The authors of the book discussed various factors affecting consumer behavior for buying such as demographic and social influences (family and household), group influence, impact of advertising and internal influences (learning, perception, attitude etc.). The book elucidated the topics such as types of consumer decisions, purchase involvement and product involvement. The book also emphasized on information search process and various ways for providing relevant information to the consumers are recommended in this study. The book also emphasized on individual judgment and proposed that the ability of an individual to distinguish between similar stimuli is called sensory discrimination which could involve many variables related to individual preferences.1  

Consumer Behavior by Leslie Lazar and Schiff man: The authors suggested consumer behavior as individual differs as from group. The family decision for a purchase decision is entirely different from individual decision making. The authors discussed various variables that affect consumer purchase decision. The book focused on family life cycle and various needs of consumer during different life stages. The family decision making process as a group decision making is elaborated and it is recommended to segment the market according to family need hierarchy.2   

Consumer Behaviour by Bitta and Della: The authors proposed that consumer behaviour studies play an important role in deciding marketing segments and marketing strategies. The authors recommended that consumer is often studied because certain discussions are significantly affected by their behaviour or expected actions. For this reason such consumer behaviour is said to be an applied discipline. Such applications can exist at two levels of analysis. Market segmentation, consumer decision making and buying behaviour is considered as core marketing activities in designing effective marketing strategies. 

The micro perspective involves understanding consumers for the purpose of helping a firm or organisation to accomplish its objectives. On the other hand macro or societal perspective consumers collectively influence economic and social conditions within an entire society. The authors discussed factors affecting consumer behaviour at micro and macro level for making a purchase decision.3  

Consumer Behavior by Karunik and Schiffman: The book highlights dynamic business environment is turbulent as never before and the service industry as promising as never before. In this era of intense competition companies understand the customer is the king in the market and success depends a lot on the efficiency of the managers in delivering the promised product or services. The responsibility lies on the organisations to develop a culture, ethics, responsibility, value and quality services should be offered to achieve higher level of customer satisfaction. Dynamic consumer behaviour is required to analyse various factors affecting consumer purchase decision directly or indirectly.     

Consumer Behaviour by Batra, S, K &Kazmi,: The book has described consumer decision making process, buyers black box and importance of consumer behaviour studies for marketers in order to understand what satisfy the ultimate consumer. The book described vital characteristics of Indian consumer and competitive advantages in Indian context for the marketers. The consumer decision process, buying roles and consumer black box are discussed in detail. The various steps evolving consumer decision making are linked with the life stages. Young buyers, women and children considered as uprising consumers groups as a part of competitive market situation

Advertisements are defined into two basic categories such as informative and transformative advertisements. Informative advertisement is one which provides consumers with actual facts (i.e. price, quantity, etc) and other brand details in a logical manner such that a consumer can have greater confidence in assessing the merits of buying the brand. Transformative advertisement is one which uses various psychological characteristics to differentiate it from the experience of using other brand

Vinod Kumar Bishnoi and Ruchi Sharma have done a study on “The Impact of NEWS PAPER Advertising on Buying Behavior: A Comparative Study of Urban and Rural Teenagers”. The objective of the study is to establish whether the residential background of consumers has a varying influence on their buying decisions due to the influence of NEWS PAPER advertising. The study found that the urban teenagers do not buy NEWS PAPER advertised products if they do not require those brands. They also like the advertisements of the products that they are using and believe that products are as good as expected from NEWS PAPER advertisements. Male teenagers’ buying behavior is more influenced by television advertisements than their female counterparts.

Manish Jha et al. have done a study on “Impact of Advertisement on Consumer Buying Behviour in Two Wheeler Segment”. The study found that, Advertisement plays a major role in communicating to the customer information/specification about the product. Also the study found that people are mostly motivated by user life style, peer group and status factors to buy the two-wheelers.

Research problem : A study on effect of newspaper advertisement on purchasing of motor bike.

Objective of the study

Primary Objective: A study on effect of newspaper advertisement on purchasing of motor bike.

Secondary Objectives: To understand the factors affecting consumer buying behavior.

Hypothesis framing

H0: There is no effect of newspaper advertisement on purchasing of motor bike.

H1: There is effect of newspaper advertisement on purchasing of motor bike.

Research methodology

1. Universe:   All the customers of two wheelers

2. Population Customers of two wheelers in Rajkot

3. Sample elements: Customers of two wheelers

4. Sample size: 200 customers

5. Sampling method: Random sampling

6. Data collection: Questionnaire 

7. Statistical tool: T - test analysis

8. Nature of research: Descriptive

1. Do you have bike?

     (1) Yes (2) no

 Interpretation:

From the above diagram we have seen that the 56% boys have a bike and 44% boys doesn’t have a bike. 

2. Who influence your decision regarding purchase of a bike?

(1)  Spouse (2) self (3) children (4) friends

I. Interpretation:

From the above diagram we have seen that the most of the buyers take purchasing decision through own self (40%), and another buyers purchasing decision depend on spouse (18%), children (14%) and friends (28%).

3.  FIND NEWSPAPER ADVERTISEMENT MORE INFORMATIVE.

Interpretation:

From the above diagram we have seen that 38% people are strongly agree with the information provide in newspaper is effective,30% people are  agree ,9% people are disagree and 9% people are strongly disagree.

4. News paper advertising being impressive.

Interpretation:

From the above diagram we have seen that 24% people are strongly agree with the information provide in newspaper is impressive ,35% people are  agree ,13% people are disagree and 5% people are strongly disagree.

5. Newspaper advertisement is understandable.

Interpretation:

From the above diagram we have seen that 20% people are strongly agree with the information provide in newspaper is understandable ,34% people are  agree ,13% people are disagree and 6% people are strongly disagree.

6. Newspaper advertising being eye catching.

Interpretation:

From the above diagram we have seen that 20% people are strongly agree with the advertisement of newspaper is eye catching ,34% people are  agree ,15% people are disagree and 8% people are strongly disagree.

7. Newspaper advertising being creative.

Interpretation:

From the above diagram we have seen that 30% people are strongly agree with the advertisement of newspaper is creative ,34% people are  agree ,10% people are disagree and 4% people are strongly disagree.

8. News paper advertising being reliable.

Interpretation:

From the above diagram we have seen that 27% people are strongly agree with the advertisement of newspaper is reliable ,31% people are  agree ,13% people are disagree and 6% people are strongly disagree.

9. Promotional message in the Newspaper advertisement has impact on my behavior.

Interpretation:

From the above diagram we have seen that 17% people are strongly agree with the Promotional message in the Newspaper advertisement has impact on own behavior,41% people are  agree ,14% people are disagree and 5% people are strongly disagree.

10. I see advertisement of bikes more in newspaper than anywhere else.

 Interpretation:

From the above diagram we have seen that 25% people are strongly agree with the   Newspaper advertisement of bikes more in newspaper than any elsewhere  ,33% people are  agree ,15% people are disagree and 7% people are strongly disagree.

11. I find more detail in newspaper advertisement than anywhere else about bike.

 Interpretation

From the above diagram we have seen that 25% people are strongly agree with find more detail in newspaper advertisement than anywhere else about bike, 26% people are  agree ,15% people are disagree and 14% people are strongly disagree.

Testing Hypothesis with t – test

Here sample size is 200 that I used t - test and question is likert scale  

STEP 1

H0: There is no effect of newspaper advertisement on purchasing of motor bike.

H1: There is effect of newspaper advertisement on purchasing of motor bike.

Step 2         used SPSS software :

Step 3      result:   mean> test value    2.3829 > .000

The mean value is less than test value which also confirms that newspaper ad has effect on purchasing motor bike.

Findings

The above study we can find that the consumers are get information about bike through TV advertisement compare to news paper.

News paper advertisement is more informative.

News paper advertisement has been creating one impression on consumer mind.

Customers are understand news paper advertisement message 

News paper advertisement is not very attractive

Reliability of news paper ad is good

promotional message of ad like festival offers are effect on consumer buying behavior

customers  gets  more details  about bike in news paper like availability, payment condition etc

Conclusion

The current study focuses on the impact of informational content on consumer buying behavior of bike. Its impact can be accessed from the fact that advertisements with more informational content were found to influence more customers than advertisements with less informational content. The impact of news paper advertisement is on consumer buying behavior is not very much effective because of customers are like to see the live advertisement like TV ad Those customer who has available only one source of information for that news paper ad is very good informative source. The study is defined that customers are satisfied with the information and offers are available in special time like festival offers. In short terms customers give preference of news paper ad to purchase a bike.

Reference

http://www.ripublication.com

Del I Hawkins, Roger J Best,Kenneth A Coney, Amit Mukherjee (2007). Consumer Behaviour. Tata McGrawhill.  

Schiffman Lenon G., & Kanuk Leslie Lazar (2006). Consumer Behaviour. Prentice Hall of India.  

Loudon David L. & Bitta Albert J. Della., (2004). Consumer Behaviour. Second ed. Mc-Grawhill. 

Schiffman Lenon G., & Kanuk Leslie Lazar (2006). Consumer Behaviour. Prentice Hall of India. 

Batra, S, K & Kazmi, S.H.H., (2008). Consumer Behavior. Excel  Books.  

Philip Kotler, (2000, 2002 and 2008). Marketing Management. Prentice Hall of India. 

Lovelock, C. H. & Writz J., (2003). Services Marketing. Prentice Hall of India. 

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This Article was published on 11th September, 2016 at 18:38:36 and has been viewed 949 times.

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The full citation for this Article is:
Kakkad, R. (2016). A study on effect of news paper advertisement on consumer buying behavior of two wheelers. PHILICA.COM Article number 752.


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