CERTIFICATE

This is to certify that the project report entitled Role of Advertising and Promotion among
Customers for Perfumes and Colognes submitted by xxxxx is a bonafide piece of work
conducted under my supervision and guidance. No part of this work has been submitted for any
other degree of any other university. The data sources have been duly acknowledged. It may be
considered for evaluation in partial fulfillment of the requirement for the award of degree of
Master of Business Administration.

Date:
(Signature)
Mr. Kanwal Gurleen
Assistant Prof. in Management
Apeejay Institute of Management
Jalandhar.

PREFACE
The final project is an integral part of the course curriculum of The Masters of Business
Administration (MBA).it is the one of those very courses that offer an opportunity to the students
to get a feel of the jobs that they would be doing once the pass out from their institutes. Besides,
the students gain practical experience and are exposed to the corporal world. The first experience
of this practical kind is provided by the summer training ,which students are required to undergo
in an organization but in the final project ,the students is in position to analyze the internal
working of the company with more matured eyes and can understand the dynamics in a much
better manner.
The aforementioned project has been carried out to know the effect of advertisement on the
customer buying behavior for perfumes and colognes. In that we find out that people believe that
advertisement are very important for a product to get a good market share, and mostly price and
style matters to them while purchasing the products. The project was undertaken towards the
partial fulfillment of two years full time course of masters in business administration, we had put
our best endeavor to compile this report.
This report verifies the fact that the advertisements that are being made in televisions and
hoardings have a great impact on the customers while making a purchase decision.
It has been great learning process for me and I acknowledge the fact that this is not a work of
excellence by a scholar but it is a students attempt to have feeling of the real thing in todays
business. Still I dare to say that it is an honest attempt and only through guidance and
suggestions. I have been able to accomplish this work.

ACKNOWLEDGEMENT

Keep away from people who try to belittle your ambitions. Small people always do that, but the
really great make you feel that you too, can become great.
-

Mark Twain

Words often fail to express ones inner feelings of gratitude to his benefactors and mentors with
dispense of indebtedness. At the very outset, I wish to thank Ms. Sapna Bhandari, who helped
me to choose such an interesting topic to work upon as a full fledged project and guiding me at
each step interacting with him gave me a completely
Without this consistency in efforts and explaining the methodologies in such a lucid manner, it
would have never been possible to complete this task. Without her advice, support and guidance
the project would never have been completed.

TABLE OF CONTENTS

Certificate by guide

Preface

ii

Acknowledgement

iii

CHAPTER NO.

CHAPTER TITLE

PAGE NO.

Introduction

1-27

Review of Literature

28-33

Need, Scope and Objectives of the Study

34-35

Research Methodology

36-39

Data Analysis and Interpretation

40-53

Findings of the Study

54-56

Conclusion and Recommendations

57-59

References

60-62

Annexure

63-66

A) Questionnaire

LIST OF TABLES
TABLE NO.

TABLE TITLE

PAGE NO.

5.1

Demographic Profile of Respondents

41

5.2

To Know the Usage of Perfumes and Colognes

42

5.3

Rank Your Purpose of Purchasing Perfumes and

43

5.4

Colognes
To know the factors that influences most to buy

44

5.5

Perfumes and Colognes.

To Know the Awareness

45

Advertisements

Being

Made

about

the

Regarding

5.6

Perfumes and Colognes

To Know the Attention While Watching the

46

5.7

Advertisement of Perfumes and Colognes

To know the role of advertisements. According

47

to that rank the following statements on the

5.8

given scale.
To Know the Impact of the Free Gifts and Other

49

Offers Being Provided Along With Products in

5.9

Advertisements
Rank the Mode of Advertisement Attract You

50

5.10

the Most to Buy Perfumes and Colognes

To Know the Perception of the Customers about

51

5.11

the Sales Promotion Schemes

To Know the Satisfaction of Consumers with

52

5.12

Their Present Brand of Perfumes and Colognes

To Know Factors That Affects the Customers to

53

Change the Brand

LIST OF FIGURES
FIGURE NO.

FIGURE TITLE
5

PAGE NO.

5.1

Factors Influenced Most to Buy Perfumes and

42

5.2

Colognes
Awareness about the Advertisements Being

44

5.3

Made Regarding Perfumes and Colognes

Number of the People Paid Attention While

46

Watching the
5.4

Advertisements of Perfumes

and Colognes
Impact of the Free Gifts and Other Offers

49

Being Provided Along With Products in

5.5

Advertisements
Customers Perception

Sales

51

5.6

Promotion Scheme
To Know the Satisfaction of Consumers with

52

towards

Their Present Brand of Perfumes and

Colognes