SYNOPSIS

OF
Project Report
On
Impact of Advertisement on Consumer
Behaviour
A case study on Coca Cola

Internal Guide
Mr. Pankaj
Assistant Professor
Deptt of BBA

Submitted by
Sachin Thakur
BBA (6th Sem)
Roll No. 941

ACKNOWLEDGEMENT
Many lives & destinies are destroyed due to lack of proper
guidance direction & opportunity. It is in this respect I feel that I
am in much better position today due to continuous process of
motivation & focus provided by my parents & teachers in
general.
In this project my main focus is to know about the Impact of
advertisement on consumers. As we all know that the
consumers

got

attracts

towards

any

product

through

advertisements. So in this I make the study of the impact which

are on that consumers due to advertisements & the study is
made on the advertisement of the product Coca Cola.

The

present

era

is

PREFACE
undoubtedly

management

era.

Management is the important function in any management or

organization. A management is the one of the most important
fields which are widely and in every stage of life. The effective
management can only be achieved by effective management
training & developing skill to understand the organizational
level. So this project works is a part of the course of BBA & it
will be done on IMPACT OF ADVERTISEMENTS ON CONSUMERS.
The project will be prepared on the basis of Impact of
advertising on consumers & understand the requirement
of proper evidence to customers.
Now I am feeling the great pleasure in delivering this
project because of bolter skill of handling the situation &
customer understandings.

INTRODUCTION
The topic Impact of advertisement on Consumer Behaviour
A case study of Coco Cola analysis the role of advertising in
affecting the consumer behavior & pursuing the consumers to
buy product, especially a product like soft drinks.
Consumer orientation starts from the companys adoption on
implementation of the marketing concept. Consumer behavior
is the result of the interaction of the consumer potential
influences & the pressures execrated upon them outside forces
in the environment.
Advertisement is one of the most important external causes,
which reinforces the consumer. Advertising as other form of
promotional activities should be viewed as a means of
implementing a communication strategy. Advertising is only
one element of promotion mix. But it often takes special
prominence in the overall marketing this design because of its
visibility & pervasiveness.
The main advertising task is to get attention, to hold the
interest, to arise the desire & to obtain the action of the
consumer. Obtaining attention is obviously necessary if the
potential consumer is to become aware of knowledge of the
companys product. The advertising is also known as promotion
of the product. It is required to confirm the adoption an insure
continuing in action.

RELEVANCE OF THE STUDY

The Importance of the study of consumer behavior in regard to
advertising can be clearly seen in todays world of competition.
The study of consumer behavior analysis interprets the outer
changing consumer behavior. So that the company can monitor
such study for the purpose of making sounds decisions in
respect of the 4Ps of the marketing mix. It is consumer
disposition that makes or marks the profit position of the
product.
This case study reveals that how much the consumer behavior
is affected by the advertising which in return helps to take
decisions like as how much to invest in advertising, formulating
& designing the strategies so as to earn profits and stand boldly
against the rising competition in the market.

NEED AND IMPORTANCE OF THE STUDY

The need and importance of this study is mainly thing in
research because it is essential to find out the advertisement of
SOFT DRINKS for Coca Cola, which should be appealing to the
customers.
The importance of the study is also essential because the role
of advertisement is to present beautifully & has good impact on
consumers of the product.

OBJECTIVES OF STUDY
The

project

report

on

IMPACT

OF

ADVERTISEMENT

ON

CONSUMER BEHAVIOUR a case study of coca cola has been

prepared with following objectives:
To analyze the effect of advertising on the consumer
behavior.
To find out the most popular slogan of advertisement
regarding cold drinks.
To study the preference of advertisement by consumer.
To make the recommendations and suggestions for the
better sale of soft drinks.
LIMITATIONS OF THE STUDY
The study is restricted to Dharamshala only.
Time constraint is one of the major limiting factor of study.
Sample size is restricted to 100 respondents.

RESEARCH METHODOLOGY
Research:
Research will be done by using the descriptive research
method. In a descriptive research method the main aim will be
to provide actual snapshot of some aspect of the market
environment. Here in general, the relationship studied will not
be casual in Nature. Descriptive research includes surveys &
from them finding out facts of different types.
Sample Technique:
Selected 100 respondents based in Dharamshala at
RANDOM BASIS.
Sample Size:
For analyzing this project 100 respondents were selected
as sample size from the population for survey.
Sample Description:
Sample description constitutes all 100 respondents from
different parts of Dharamshala.

Instrumentation Technology:
To get the responses the questionnaire method will be used. In
this

study

Respondents

the

questionnaire

personally

and

will
were

be

distributed

asked

to

to

the

answer

the

questions to get the necessary data or information required for

the completion of survey.
Actual Collection of Data:
The Source of data for this research study are mainly
through two sources:
i) Primary data
ii) Secondary data
iii)Graphical Representation
Primary Data:
Primary data are those, which are collected fresh for the
1st time, thus happen to be original in character. Primary
data have been used to study as the ad campaign for
coca cola. It has been used to analysis which media will be
preferred for coca cola. The questionnaire has been
prepared to study it and the sample size will be 100. In
this 25% are of 14 age group, 25% are of 15-20 age group,
25% are of 21-35 age group and at last 36 years and
above.
Secondary Data:
The secondary data are those which have already been
collected by someone else. Secondary data also had been
used to get the information from various journals,
magazines, websites etc were consulted to either the
information.
Graphical Representation:
Bar Charts & Pie Charts.
BIBLIOGRAPHY

1.
2.

Advertising Management
Research Methodology

By B.S. Rathore
By Kothani

Websites:
http://www.cocacola.com/consumerbehaviour_rshn.htm
http://www.cocacola@bancharnet.in/PROFILE/PAPER.htm