Research Project Report on

ADVERTISEMENT EFFECTIVENESS OF PANETENE

Submitted To: Ms. Neha Singh

Submitted by: Gursimran Kaur Roll No-151

TABLE OF CONTENT

Summary
o Project title o Research objective o Research methodology - Research Design - Sample size - Data collection method - Sample design - Area of study - Research instrument - Statistical tools

Data analysis & interpretation Findings & Suggestions Appendix

SUMMARY

PROJECT TITLE:
The title of the project is Advertisement Effectiveness with reference to PANTENE- The hair product.

OBJECTIVE OF THE STUDY:

The objective of this study was to know whether the advertisements effect consumers behavior or not. To know that the money invested by the production firms on advertisements is fruitful or is just a wastage of money.

RESEARCH METHODOLOGY:
RESEARCH DESIGN In this study Descriptive research design is used as the main aim is to describe the characteristics of the situation. SAMPLE SIZE The sample size was taken as 50 from the urban population . DATA COLLECTION METHOD The data was collected from primary data sources i.e. the data has been collected directly from the sample respondents. SAMPLE DESIGN Simple random sampling method was used to select sample from the population.

 RESEARCH INSTRUMENT Research instrument for the data collection in this survey was Questionnaire which included close ended & open ended questions both.

STATISTICAL TOOLS After the data have been collected it has to be analyzed. The data obtained from the questionnaire is arranged in a serial order, and then its tabulation is done. Percentage method is used to analyze the tabulated data & bar graphs are used to present the data.

AREA OF STUDY Ph- 7 & 2,Mohali S.A.S. Nagar

DATA ANALYSIS & INTERPRETATION

Q. Are you a user of PANTENE? (a) (b) YES NO 22 28

PANTENE users
60% 50% 40% 30% 20% 10% 0% YES NO responses

Data Interpretation: 44% of the respondents are users of & 56% PANTENE of them are non-users.

Q. In the past week, how many times have you seen an advertisement for PANTENE? (a) (b) (c) (d) (e) 0 1 2 3 4 or more 4 0 4 8 34

Responses
80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 or more Responses

Data Interpretation: It was seen that 8% of the respondents have never seen the ad. 10% of them have seen the ad two times in the past week. 14% of the respondents have seen for 3 times. And 68% of them have seen it for more than 4 times.

Q. What would you say is the main message of this ad? (a) (b) (c) (d) (e) (f) Just trying to sell the product Exciting people to use the product Big discounts, cheaper than the other hair products Product is of high quality Brand awareness Other 8 16 4 15 7 0

Main message of the ad

35% 30% 25% 20% 15% 10% 5% 0% (a) (b) (c) (d) (e) (f) Responses

Data Interpretation: 16% of the respondents marked (a) option. According to 32% of them option (b) was the main message of the ad. For 8% of them (c) was the right option. 30% of them responded that high quality of the product is the message. Whereas 14% of them responded for (e)

Q. If you were to describe the ad to a friend, would you say the ad is: (a) (b) (c) (d) (e) (f) Creative Informative Sincere & Natural Boring Exciting & Cheerful Other 8 15 8 8 6 5

Description of the Ad
35% 30% 25% 20% 15% 10% 5% 0% (a) (b (c) (d) (e) (f) Responses

Data Interpretation: The percentage of respondents who marked (a), (c) & (d) choice was same i.e. 16%. 30% of the respondents considered the ad as Informative. 12% of them would describe the ad as cheerful & exciting. And 10% of them had other views about the ad such as repetitive, unrealistic etc.

Q. Was the ad appealing to your eyes? (a) (b) YES NO 31 19

Appeal of the ad
70% 60% 50% 40% 30% 20% 10% 0% YES NO Responses

Data Interpretation: For 62% of the respondents the ad was appealing to their eyes. And for the rest 38% it was not appealing.

Q. Was it fun to watch the ad?

(a) (b)

YES NO

24 26

53% 52% 51% 50% 49% 48% 47% 46% YES NO Responses

Data Interpretation: For 48% respondents it was fun to watch it. And for 52% of them it was not at all fun to watch it.

Q. Would you like to talk to someone about this ad?

(a) (b)

Yes No

16 34

80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO Responses

Data Interpretation: 32% of the respondents would surely talk to someone about the ad. 68% of them would not do the same.

Q. Do you see online advertisements? (a) (b) (c) (d) Most of the time Sometimes Rarely Never 8 10 8 24

60% 50% 40% 30% 20% 10% 0% Mostly Sometimes Rarely Never

Responses

Data Interpretation: The percentage of respondents for option (a) & (c) is same i.e. 16%. 20% of the respondents sometimes watch online ads. 48% of them never see online ads.

Q. The claims made in the ad are believable: (a) (b) (c) (d) (e) Strongly agree Agree Neutral Disagree Strongly agree 4 14 16 13 3

35% 30% 25% 20% 15% 10% 5% 0% a b c d e Responses

Data Interpretation: 8% of the respondents strongly agree that the claims made in the ad are believable. 28% of them simply agree and 32% of the respondents have neutral response towards it. The rest of them have negative views about it.

Q. You understood the product being advertised: (a) (b) (c) (d) (e) Strongly agree Agree Neutral Disagree Strongly agree 7 26 10 4 3

Product understanding
60% 50% 40% 30% 20% 10% 0% (a) (b) (c) (d) (e) Responses

Data Interpretation: It has been observed that the ad was understood by large no. of respondents. 20% of them have neutral views. And only few respondents were not clear about the advertisement.

Q. Would you buy PANTENE next month/time?

OPTIONS (a) (b) (c)

ANSWERS Yes Not sure No

USERS 12 9 1

NON-USERS 4 13 11

60% 50% 40% 30% 20% 10% 0% Yes Not Sure No USERS NON-USERS

Data Interpretation: It can be observed from the above diagram that the 54% of the current users will continue to buy PANTENE but 41% of them are not sure , Only 5% of the users of PANTENE will not buy it next month. 14% of the non users have decided to buy PANTENE next time. But most of the non-users are either not sure or will definitely not buy PANTENE.

Q. Would you like to see similar ads in future?

(a) (b)

Yes No

22 28

60% 50% 40% 30% 20% 10% 0% Yes No

Responses

Data interpretation: 44% of the respondents do not want to see similar ads in future. But 56% of them are not interested.

Q. According to your opinion, are there any more innovations needed in it?

(a) (b) (c)

Yes needed To some extent No, its perfect

16 26 8

60% 50% 40% 30% 20% 10% 0% Yes needed To some extent No it's perfect

Responses

Data Interpretation: 32% of the respondents said that the ad needs innovations. According to 52% of the respondents feel that innovations are needed to some extent. The rest 16% said that the ad is perfect thus no innovations are needed.

FINDINGS & SUGGESTIONS

Findings:
44% of the respondents are users of PANTENE. 56% of them are non-users. 68% of the respondents have seen the ad more than 4 times. Most of the respondents feel that the ad needs innovations it. 54% of the current users will continue to buy PANTENE. It has been observed that the ad was understood by large no. of respondents. 32% of the respondents have neutral response towards believability of claims made in the ad. 48% of the respondents never see online ads. 68% of them would not like to talk to anyone about the ad. Most of the respondents considered the ad as Informative. According to large no. of respondents the main message of ad is: o Exciting people to buy the product & product is of high quality. o Product is of high quality

Suggestions:
More innovations should be done in the ad so as to make it more attractive. Online advertisements were least viewed by the respondents, thus more stress should be laid on other media of advertisements. The ad should be innovated in such a manner that people would like to talk to others about it. Investment decisions should be made in a very efficient & effective manner.

APPENDIX

QUESTIONNAIRE

(NOTE- The questions are regarding the advertisement of PANTENE. Please choose only one option from the given multiple choices) 1. Are you a user of PANTENE? (a) Yes (b) No

2. In the past week, how many times have you seen an advertisement for PANTENE? (a) 0 (b) 1 (c) 2 (d) 3 (e) 4 or more

3. What would you say is the main message of this ad? (a) Just trying to sell the product (b) Exciting people to use the product (c) Big discounts, cheaper than the other hair products (d) Product is of high quality (e) Brand awareness (f) Other

4. If you were to describe the ad to a friend, would you say the ad is: (a) Creative (d) Boring (b) Informative (e) Exciting & cheerful (c) Sincere & natural (f) Other

5. Was the ad appealing to your eyes? (a) Yes (b) No

6. Was it fun to watch the ad? (a) Yes (b) No

7. Would you like to talk to someone about this ad? (a) Yes (b) No

8. Do you see online advertisements? (a) Most of the time (c) Rarely (b) Sometimes (d) Never

(NOTE- In Q.9-11, please choose how much you agree or disagree for the given statement)

9. The claims made in the ad are believable: (a) Strongly agree (d) Disagree (b) Agree (e) Strongly disagree (c) Neutral

10. You understood the product being advertised: (a) Strongly agree (d) Disagree (b) Agree (e) Strongly disagree (c) Neutral

11. The ad was original: (a) Strongly agree (d) Disagree (b) Agree (e) Strongly Disagree (c) Neutral

12. Do you have conservative choices? (a) Yes always (c) Rarely (b) Sometimes (d) Never

13. Would you buy PANTENE next month/time? For PANTENE users: (a) Yes For non users: (a) Yes

(b) Not sure

(c) No

(b) Not sure

(c) No

14. Would you like to see similar ads in future? (a) Yes (b) No

15. According to your opinion, are there any more innovations needed in it? (a) Yes, needed (b) To some extent (c) No, its perfect

(The questions given below are regarding your personal details. Its entirely your choice whether you want to disclose them or not.)

16. Gender: (a) Male (b) Female

17. Your age bracket: (a) Under 18 (b) 18-29 (c) 30-40 (d) 40-54 (e) 55-65 (f) Over 65 18. Residence

19. Email address

20. Contact details

21. YOUR ADDITIONAL COMMENTS: