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The Effect of Advertising on Consumer Buying Behaviour for Chocolates Ritu Malkani

Executive Summary

This project of understanding the effect advertisements have on consumer buying behaviour

was undertaken in order to identify those critical criteria that influences the consumer to buy

a particular product.

This project in particular delves into the influencing factors that TV commercials carry,

which in turn leads to a buying decision made by the consumer.

For this particular project the advertisements of the chocolate brand Cadbury were utilized.

From the analysis of the information obtained, the findings gleaned were that Cadbury

remains the number one chocolate brand and one of the reasons for this is that the

advertisements made for Cadbury are innovative and create an emotional connect with the

audience and hence makes them feel like purchasing the chocolates. It was found that

Cadbury advertisements are very memorable and indeed do have an effect on the viewers

approach to the brand and have a definite impact on the sales of the brand.

This project also took a deeper look at another aspect namely the ratio of males to females on

which the advertisements have an effect. All the points that were taken as a whole have also

been dissected for the male to female ratio in order to find out on which gender the

advertisements have maximum impact. The findings of these will undoubtedly go a long way

in helping Cadbury to make decisions based on whom exactly to target in order to make

maximum impact.

RIZVI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 1


Objective and Scope of Study

The primary purpose for conducting this research was to get a good grasp on the main

influencing factors in advertisements that give that little extra push so that the consumer goes

ahead and actually purchases the product he sees on TV.

The objectives of conducting this project are –

To understand what a consumer finds attractive in an advertisement

To determine the level of influence that the advertisements can create to manipulate

or influence the buying behaviors of the consumers

To isolate the factors within the advertisements that influence the purchasing

decisions of consumers

To find out the level of intensity behind each of those factors

To understand how these factors actually affect the mindset of the consumers

To measure the level of impact on male and females separately

The scope of this project is to identify those parameters that influence the purchase decisions

of consumers, both males and females, so that the same can be used more effectively and

efficiently in order to attract more consumers and to increase the instances of brand recall, to

spread brand awareness and to increase sales of the brand’s products.



Research Methodology

Research in common parlance refers to a search for knowledge. One can also define research

as a scientific and systematic search for pertinent information on a specific topic.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically.

In order to conduct this project, it was necessary to employ certain research methods in order

to collect data on which the findings would be based.

The main research method that was used for this project was Exploratory research.

Under this, the main avenue used for collecting data was Primary research.

The sampling method used was convenience sampling.

The process used during carrying out this project was to show TV commercials to chocolate

consumers; of one of the leading chocolate manufacturing companies Cadbury Ltd. and to

then ask them questions based on those advertisements.

Five ads of the Cadbury chocolate Dairy Milk were chosen. Each of these ads were originally

released with a significant time gap in-between and hence each of them have a relatively

different concept to them.

The ads were shown to a sample size of 72 randomly chosen individuals, all above the age of

20. There were then asked to fill out a standard, structured questionnaire that was prepared

beforehand.

The type of questions that were asked included mostly close-ended ones but a few open-

ended questions were also asked in order to invite the consumers own perceptions and

opinions.



The questionnaire itself was simple, standardized and structured.

The data collected was then analyzed.

Although this survey was successful in identifying a lot of the factors that are responsible for

determining consumers purchasing decisions, there were limiting factors as well which

hindered the project and did not allow a complete survey to take place.

These factors are as follows –

For this survey a sample of only 72 people were taken

Furthermore a majority of the people interviewed were from the younger generation.

Hence this did not lead to the covering of all age groups for collecting adequate data



Statistical Analysis of Data

Number of respondents 72

Average age 23

Gender

Male 35 51%

Female 37 49%

Total 72 100%

49%51%

Gender

Male Female

BASE: 72



Age groups

Age Groups Total Male Female

20 – 25 39 12 27

26 + 33 11 22

Total 72 23 49

20 - 25 26+0

10

20

30

40

50

60

70

80

90

100

17 % 16 %

37 %

30 %

Age Group

Total Male Female

BASE: 72


54 %46 %


Frequency of consumption

Total Male Female

Daily 31 8 23

Once in two days 19 7 12

Once a week 15 6 9

Once in fifteen days 6 2 4

Less often 1 0 1

Total 72 23 49

Total Average 17 16 18



Most consumed brands

Chocolate brand Total Male Female

Cadbury 55 12 43

Nestle 17 5 12

Ferrero Rocher 6 4 2

Lindt 9 7 2

Others 19 11 8

Total 106 39 67

Cadbury Nestle Ferrero Rocher Lindt Others0

10

20

30

40

50

60

70

80

90

100

11 %

5 %4 % 7 %

10 %

41 %

11 %

2 % 2 %

8 %

Most consumed brandsTotal Male Female

BASE: 106


52 %

16 %

6 %9 %

18 %


Favorite brands

Chocolate brand Total Male Female

Cadbury 45 12 33

Nestle 7 3 4

Ferrero Rocher 4 3 1

Lindt 7 5 2

Others 9 5 4

Total 72 28 44

Cadbury Nestle Ferrero Rocher Lindt Others0

10

20

30

40

50

60

70

80

90

100

16 %

4 % 4 % 7 % 7 %

46 %

6 %

1 %3 %

6 %

Favorite brandsTotal Male Female

BASE: 72


13 %10 %5 %

10 %

62 %


Frequency of TV viewing (daily)

No. of hours Total Male Female

1 Hour 9 6 3

2 – 3 Hours 55 15 40

5 Hours or more 8 3 5

Total 72 24 48


1 Hour 2 – 3 Hours 5 Hours or more 0

10

20

30

40

50

60

70

80

90

100

8 %

21 %

4 %5 %

55 %

7 %

Frequency of TV viewingTotal Male Female

BASE: 72

13 %11 %

76 %


CDM ad viewership (ratio)

Total Male Female

Viewed 68 19 49

Not viewed 4 2 2

Total 72 21 51

Viewed Not viewed0

10

20

30

40

50

60

70

80

90

100

26 %

3 %

68 %

3 %

CDM ad viewershipTotal Male Female

BASE: 72


94 %

6 %


Timing of ads

Time slot Total Male Female

Morning 1 1 0

Afternoon / Matinee 6 0 6

Evening / Late evening 57 16 41

Prime time slots 33 9 24

Total 97 26 71

Morning Afternoon / Matinee Shows

Evening / Late evening Prime time slots0

10

20

30

40

50

60

70

80

90

100

1 % 0 %

17 %

9 %

0 %

6 %

42 %

25 %

Timing of adsTotal Male Female

BASE: 97


34 %

59 %

6 %

1 %


Type of channel

Type of channel Total Male Female

Hindi movie 26 12 14

English movie 40 21 19

Hindi entertainment 29 13 16

English entertainment 47 26 21

News channels 3 2 1

Hindi movie 1 0 1

Total 146 74 72

Hindi movie

Engli

sh m

ovie

Hindi enter

tainmen

t

Engli

sh en

tertai

nment

News c

hannels

Kids / others

0

10

20

30

40

50

60

70

80

90

100

8 %14 %

9 %

18 %

1 % 0 %

10 % 13 %11 % 14 %

1 % 1 %

Type of channelTotal Male Female

BASE: 146


18 %

27 %

20 %

32 %

2 % 1 %


CDM ads symbolize the spirit of the company

Total Male Female

People who believe 61 15 46

People who do not 11 6 5

Total 72 21 51

People who believe People who do not0

10

20

30

40

50

60

70

80

90

100

21 %

8 %

64 %

7 %

CDM ads symbolize the spirit of the companyTotal Male Female

BASE: 72


15 %

85 %


Memorability of the ads

Advertisement Total average

rating

Average rating for

Males

Average rating for

Females

Kuch Khaas Hai 3 3 4

Pappu Pass Ho Gaya 3 3 2

Kuch Meetha Ho Jaaye 3 2 3

Shubh Aarambh 3 3 3

Romance 3 3 3



Communication with viewers

Advertisement Total average

rating

Average rating for

Males

Average rating for

Females




Shubh Aarambh 3 3 3

Romance 3 3 3



Effect of ads on viewers approach to the brand

Total Male Female

Yes 63 22 41

No 9 5 4

Total 72 27 45

Yes No0

10

20

30

40

50

60

70

80

90

100

30 %

7 %

57 %

6 %

Effect of ads on viewers approach to the brandTotal Male Female

BASE: 72


87 %

13 %


Impact on sales of product

Total Male Female

Yes 64 27 37

No 8 4 4

Total 72 31 41

Yes No0

10

20

30

40

50

60

70

80

90

100

37 %

6 %

51 %

6 %

Impact on sales of productTotal Male Female

BASE: 72


88 %

12 %


Viewers influenced to buy the product after seeing CDM ads

Total Male Female

Yes 30 8 22

No 42 19 23

Total 72 27 45

Yes No0

10

20

30

40

50

60

70

80

90

100

11 %

26 %31 % 32 %

Viewers influenced to buy the product after see-ing CDM ads

Total Male Female

BASE: 72


58 %

42 %


Impact of CDM ads in increasing the brand awareness

Total Male Female

Yes 66 23 43

No 6 4 2

Total 72 27 45

Yes No0

10

20

30

40

50

60

70

80

90

100

32 %

5 %

59 %

3 %

Impact of CDM ads in increasing the brand awareness

Total Male Female

BASE: 72


8 %

91 %


Ads that resonated the most

Advertisement Total Male Female




Shubh Aarambh 27 23 4

Romance 6 5 1

Total 72 48 24

Kuch Khaas Hai Pappu Pass Ho Gaya Kuch Meetha Ho Jaaye

Shubh Aarambh Romance0

10

20

30

40

50

60

70

80

90

100

7 % 7 %

14 %

32 %

7 %11 %

4 %11 %

5 % 2 %

Ads that resonated the mostTotal Male Female

BASE: 72


9 %

37 %

25 %

11 %

18 %


Most liked ads

Most liked ad Total Male Female




Shubh Aarambh 26 5 21

Romance 5 3 2

Total 72 36 36



10

20

30

40

50

60

70

80

90

100

4 % 4 %

30 %

7 % 4 %5 %

1 %

11 %

29 %

3 %

Most liked adsTotal Male Female

BASE: 72


7 %

36 %

41 %

5 %9 %


Most liked aspect of the ad

Total Male Female

Idea 38 18 20

Actors 10 3 7

Music 13 7 6

Song 6 2 4

Theme 41 19 22

Total 108 49 59



10

20

30

40

50

60

70

80

90

100

17 %

3 %7 % 3 %

16 %18 %

6 % 5 % 4 %

21 %

Most liked aspect of the adTotal Male Female

BASE: 108


37 %

7 %12 %9 %

35 %


Increase in popularity of product

Total Male Female

Yes 69 26 43

No 3 2 1

Total 72 28 44

Yes No0

10

20

30

40

50

60

70

80

90

100

37 %

3 %

58 %

2 %

Increase in popularity of productTotal Male Female

BASE: 72


95 %

5 %


Findings of Research

The number of people that were interviewed for this project were 72.

Out of those 72 people, 49% were male and 51% were female, which is a pretty much equal

mix of the two genders.

The total number of people were classified into two age groups i.e. 20 – 25 and 26+. It was

found that 54% of the total number of respondents belonged to the former while 46%

belonged to the latter.

Of all the people that were interviewed, a majority of 43% of the total stated that they

consume chocolates daily, 26% once in two days, 22% once in a week, 8% once in fifteen

days and 1% less often. This suggests that chocolates are indeed high in demand in their diet.

It was also found that females consume chocolates on a higher basis that males.

When asked if they had seen the Cadbury Dairy Milk advertisements that were shown on

television, a whopping 94% of the total 72 people affirmed that they had indeed seen it on

TV. This shows that the Cadbury advertisements themselves are noticeable and

rememberable so that they have a high recall value amongst television viewers. Again the

ratio of females to males was found to be skewed in the direction of females with 71% of the

number of people who have watched the Cadbury advertisements being female.

When asked about factors pertaining to the ads such as memorability and communication,

most people gave an average rating of between 3-4 for the advertisements, thus suggesting

that the ads are indeed of high quality and have that connection with the viewers that enable

them to have a high recall and that they send across the intended message quite effectively.

It was noticed that most of the people from the total sample interviewed felt a certain

nostalgia for the ad Kuch Khaas Hai as they rated this ad as the highest in terms of

memorability.



With respect to communication, most of the people from the sample interviewed felt that the

Shubh Aarambh ad connected and communicated the best with the audience as it embodies a

very simple idea which manages to touch the heart of the viewer.

It was also observed that most of the males from the total sample rated the Pappu Pass Ho

Gaya and Kuch Meetha Ho Jaaye ads the highest whereas most of the females from the total

sample rated the Shubh Aarambh and Romance ads the highest, with respect to choosing their

favourite ad.

This is probably because the males from the sample appreciated the humour factor more in

the the Pappu Pass Ho Gaya and Kuch Meetha Ho Jaaye ads and the females were more

drawn to the softer and romantic aspect of the Shubh Aarambh and Romance ads.

It was found that most of the viewers enjoyed the Pappu Pass Ho Gaya and Kuch Meetha Ho

Jaaye ads the most. This is because these two ads show larger than life situations which are

usually not seen in real life.

These two ads also rated the highest on factors such as strong brand portrayal and innovation

as well. This is due to the fact that the whole premise of these two ads revolves around the

Cadbury chocolate and also because larger than life situations were portrayed which is mostly

not the case in other advertisements.

Most people found that the Kuch Khaas Hai ad reminded them of their childhood days and

they felt a certain regard and affection for that ad. This clearly shows that the ad is indeed

timeless.

People found the Pappu Pass Ho Gaya and Kuch Meetha Ho Jaaye ads highly entertaining

and enjoyable and a few even mentioned that they saw these ads on TV every opportunity

they got. They absolutely loved the brightness and colorfulness of the ads and the merry and

joyful way in which the message was conveyed.

People found the Shubh Aarambh and Romance ads to be very pleasing as it appeals to their

softer side and makes them feel warm and happy.



The respondents were also questioned on the impact the advertisements had on them and how

they thought that the ads would affect the brand and the product with respect to the

consumers.

When asked if the ads would affect the viewers approach towards the brand, a high majority

of 87% of the total number of people agreed that it would, of which 57% were females and

30% were males.

When asked if the ads would have an impact on the sales of the products of the brand, again

88% of the total number of respondents said that it would definitely have an impact, of which

51% were females and 37% were males.

When asked if the ads would contribute in increasing Cadbury’s brand awareness, 91% of the

total number of people agreed that it would, of which 59% were females and 32% were

males.

When asked if the ads would help in increasing the popularity of the brand and of its

products, a very high majority of 95% of the total number of respondents agreed that it

indeed would, of which 58% were females and 37% were males.

However, when asked if the ads had actually influenced them to purchase the product, 58%

of the total number of respondents replied in the negative, of which surprisingly 32% were

females and 26% were males. This indicates that how much ever influencing the

advertisement is, ultimately it is up to the consumer to make up his mind on the buying

decision. Advertisements can only provide a little extra push in the forward direction.



Conclusion

The main objective of this study was to observe the effects that advertisements have on

consumer buying behaviour.

Various parameters such as memorability, communication, enjoyability, brand portrayal,

believability, innovation, persuasion etc. were tested based on the advertisements of Cadbury

Dairy Milk that were shown to the sample population.

Based on the findings obtained one can conclude that advertisements indeed have an effect on

television viewers and make them think and feel particular emotions regarding the brand and

product which is represented by the advertisement.

They colour the individual’s perspective and perception. Hence the need for advertisements is

evident as they serve as a tool to not only put forth the intended message but to also visually

attract the viewer towards the brand and the product in such a manner that it proves to be

beneficial.



Bibliography

Websites

www.google.com

www.wikipedia.com

Books

Marketing Management

(10th Edition)

by Philip Kotler

Marketing Research

(First Edition)

by S.L. Gupta



Annexure

Questionnaire

1. Do you eat chocolates?

Yes

No

2. What is your frequency of consumption of chocolates?

Daily

Once in two days

Once a week

Once in fifteen days

Less often

3. Which brand(s) of chocolate do you like to consume?

List the brands

4. Which is your favorite brand/s of chocolate?

5. What is your frequency of television viewing (daily)?

1 Hour

2 – 3 Hours

5 Hours or more

Others, please specify



6. Can you recall any chocolate advertisements that struck you the most?

7. Have you seen CDM ads on TV before?

Yes

No

8. When have you seen the ads?

a. Timing

Morning Afternoon / Matinee Shows

Evening / Late evening Prime time slots

b. Channels type

Hindi movie English movie

Hindi entertainment English entertainment

News channels Kids / others

9. Do you think that these ads symbolize the spirit of the company?

Yes

No

10. Which of the ads make the product memorable/stand out? Rate on the scale of 1 – 5

Topic Kuch Khaas Hai

Pappu Pass Ho Gaya

Kuch Meetha Ho Jaaye

Shubh Aarambh

Romance

Rate from 1 – 5



11. How do you think the ads communicate with the viewers on the following scale?

Topic Kuch Khaas Hai

Pappu Pass Ho Gaya


Shubh Aarambh

Romance

Rate from 1 – 5

12. Do such ads affect the viewer’s approach towards the brand?

Yes

No

13. Do you think that such ads can have an impact on the sales of the product of the brand?

Yes

No

14. Have any of the CDM ads influenced you to buy the product?

Yes

No

15. Do such ads help in increasing brand awareness?

Yes

No

16. Which of these ads resonated with you the most?

Kuch Khaas Hai

Pappu Pass Ho Gaya


Shubh Aarambh

Romance

Select

17. Which of these do you like the most?

Kuch Khaas Pappu Pass Kuch Meetha Shubh Romance



Hai Ho Gaya Ho Jaaye Aarambh

Select

18. What aspect of these ads struck you?

Idea

Actors

Music

Song

Theme

19. Rate the ads on a scale of 1 – 5 based on the following factors –

AD

Factors

Enjoyment Persuasion Believability Strong brand portrayal

Innovation

Kuch Khaas Hai

Pappu Pass Ho Gaya


Shubh Aarambh

Romance

20. Do you think such ads help in increasing the popularity of the product?

Yes

No




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