The effects of TV advertisements and WOM on consumers' decision making in FMCG context

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided and their belief in me as well as guidance they provided without which, I would have never been able to do this research.

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Date: _______________________

DECLARATION

I, (name of the author), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views and not essentially which are associated with university.

ABSTRACT

The major purpose of this dissertation was to examine the effects of TV advertisements and WOM on consumers in FMCG context. There was also a need to assess the various factors related to the issues pertaining to TV advertisements and WOM on consumers. There were several participants who were selected as a sample size for the study. A questionnaire survey consisting of ten questions was provided to these respondents. The responses were generated with the help of survey questions where each one of them answered all the questions in detail. All the respondents gave an answer based on their views and observations related to the effects of TV advertisements and WOM on consumers in FMCG context. It was seen in the research study that the effects of TV advertisements on consumers was not that high as compare to the Word of Mouth communication. In the end, they provided a lot of important evidence which was very important in interpreting the overall results of the study. Therefore, these were the major issues related to research study that was discussed in detail.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background of the topic1

1.2 Problem Statement2

1.3 Research Objectives2

1.4 Significance of the Study2

CHAPTER 2: LITERATURE REVIEW3

2.1 Comparison between WOM and TV commercials3

2.2 Effects of ICM on consumers' decision making process10

CHAPTER 3: METHODOLOGY18

3.1 Overview of the Research Methodology18

3.2 Research approach19

3.3 Research design (Quantitative and Qualitative)19

3.4 Sampling size and technique20

3.5 Data collection methods21

3.6 Data Collection Techniques22

CHAPTER 4: DISCUSSION AND ANALYSIS26

4.1 Overview of the Results26

4.2 Analysis of the Data26

4.3 Findings of the Study31

CHAPTER 5: CONCLUSION32

5.1 Summary of the topic32

5.2 Limitations of the Study33

5.3 Recommendations for the study33

REFERENCES34

CHAPTER 1: INTRODUCTION

1.1 Background of the topic

Today almost all of the people are able to successfully evade some of the ads. When on television, an advertisement begins, people immediately click the button on the remote and switch to another channel, they almost do not pay attention to bore billboards cluttering streets, in magazines. They do not hesitate to flip through advertising page, from the mailbox throw away as trash flyers, and from e-mail box every day to delete spam, usually without even reading it. Advertising has become a constant evil that they themselves pay, and therefore are forced to endure. Ubiquitous advertising pollute the sensory apparatus environment, from nowhere to hide, apparently so it often generates negative ...