PREEMINENCE OF ADVERTISEMENT ON PATRONS OF WESTERN MUMBAI (A Study With Reference To Designer Sarees) DR.B.PONNARASI, DR.S.SANTHI, Assistant Professor, Assistant Professor, Department of Commerce, Department of Commerce, Shri Krishnaswamy Collage for Women, Anna Adarsh College for Women, Chennai 40. Chennai - 40 Abstract: Advertisement is the promotional strategy of a company's product carried out primarily to drive up sales and goodwill. Advertisement means creating awareness of the product of the company and its promotional strategies for the improvement of sales. Advertisement is a growth of civilization and an indication of the determined human race for the betterment and perfection of product presentation. The research study establishes the relevance of advertisement strategies influenced on the purchase decision of the consumers for designer sarees in Western Mumbai. This implies that the marketing managers are likely to be benefited considerably in targeting and positioning and in their media communication by focusing their attention on the ongoing changes in the features and pattern of designer sarees suitable for consumers. The research found that Cost and efficiency and quality appearance of the designer sarees play a predominant role in influencing the customers to purchase designer sarees in Western Mumbai. The attractive features of the designer sarees are also an important factor that expedites the purchase decision of designer sarees purchasers in Western Mumbai. Key words: Promotional strategy, sales and goodwill, public relations, direct marketing, decision making 43
Introduction: According to Keller (2005), the urge to advertisement seems to be a part of human nature evidenced since ancient times. One of the earliest means of advertising was the use of signs. Early craftsmen used signs to advertise their wares and some traders like the Phoenicians planted commercial messages on prominent rocks. They were among the forerunners of modern day advertising. Advertisements help to make buyers aware of a product and aims to build preference for that product over its competitors. If advertising succeeds in those two tasks, buyers will choose the advertised product when they make their next purchase. Advertisements plays very important role for the producers and the sellers of the products, because it helps in increasing the sales. It helps in creating goodwill for the company and gains customer loyalty after reaching a mature age. Review of Literature Vikram (2012) draws a baseline to understand the success of advertisement, to ensure that the buyers remain loyal to the brand experience and thus ensure economic profitability for them; the study closely examined the impact of advertising, public relations, direct marketing, internet marketing, events and promotional campaigns etc. Ashaduzzaman and Rahman (2011) analyzed that women are influenced by the advertisement promises of products that they will get something special to renovate their life. The study found that a majority of the respondents was influenced by TV commercials. Buyers were exposed to purchase different types of products like food, clothing, cosmetics, designer sarees, and stationeries and so on. The study also found that more frequency of television advertisement increases the product demand. 44
Swarovski (2011) assessed that which product appeals to the Indian consumer. India also has 500 million Indians under the age of 25. The study found that young Indians are driving purchases in mobile phones, fashion clothes, accessories, food and beverages, quick service restaurants, etc. Yang (2006) examined the complicated relationships between media use, materialism, advertising beliefs, status consumption, compulsive buying, brand recall, and purchase intent of luxury products. A mail survey of 501 randomly selected college students was conducted at Southern Illinois University Carbondale in 2005. The results indicated that television viewing contributed to the formation of respondents materialistic values. Shrum (2002) Television cultivation effects is high on people s beliefs depending on these beliefs which directly or indirectly derived from television content. Correlations between television viewing and first-order beliefs seem to be more healthy and less affected by third-variable controls, the correlations between television viewing and second-order beliefs also seem less likely to be involved in conditional relationships based on demographic characteristics of respondents. Tiangsoongnern (2011) determined the differences between the purchasing behavior and the attitudes and to determine the relationship between the purchasing behavior and the attitudes of buyers towards This study found a significant positive relationship between the buyers purchasing behavior towards the marketing strategy like product strategy, the price strategy and the promotional channel strategy like an advertisement, medium of channel etc. were used by the sellers in order to know the buyers attitudes towards purchasing the product. Ratna and Gunjan (2010) attributed to find Seasonality implications towards branded designer sarees, Media influence on the customer s preference towards branded designer sarees. From the findings of the study it is stated that demand of designer sarees is highly influenced by the seasonal variations. The fourth quarter of the year is most powerful period during which maximum of designer sarees is bought by the consumer s. Media influence on the customer s preference towards branded designer sarees showed that 45
Television plays the key role in creating awareness and educating customers on the different brands available in the market. Almost 58% of the respondent s expressed that they are severely motivated by the television. Objectives: 1. To analyze the type of advertisements given more importance 2. To examine the advertisement factors motivated the consumers to purchase the product 3. To observe the influential factors for decision making among the consumers Research Methodology The domain of the study is Western Mumbai and the areas are Borivali, Andheri, Dahisar, Goregaon, Juhu, and Bandra. This study employs both analytical and descriptive type of methodology. The methodology of the study is based on the primary as well as secondary data. The study depends mainly on the primary data collected through a wellframed and structured questionnaire to elicit the well-considered opinions of the respondents. A simple random sampling is adopted to obtain the responses from the buyers cum buyers of Western Mumbai The study is conducted in two stage format, with a preliminary pilot study followed by the main study. The secondary data are collected from the journals, magazines, publications, reports, books, dailies, periodicals, articles, research papers, websites, company publications, manuals and booklets. Research Analysis: TYPE OF ADVERTISEMENTS GIVEN MORE IMPORTANCE Advertisement targets the customers to give maximum information about the designer sarees. It intends to create deep inroads over customer preferences and convert the targeted audience to purchases. Individually and combinatorial 58 percent customers obtain through advertisements. They are successful through media newspaper and magazines, notices, 46
pamphlets, handlings, television, ratio and internet. The percentage distribution of 500 customers who obtained significant awareness of designer sarees is presented below. Table.No.1 Media specification Media Frequency Percentage Ads on public transport 112 22.4 Television 206 41.2 Website on the Internet 107 21.4 Magazines 75 15.0 Total 500 100.0 Primary source From the above table it is identified that television is the power media to create more awareness among the customers in Western Mumbai, therefore it is given more importance. It is found 41.22 percent customers are influenced by TV followed by ads on public transport (22.40 percent), websites on the internet (21.4 percent). A minimum of 15 percent customers obtains their information through magazines. ADVERTISEMENT FACTOR MOTIVATED TO PURCHASE THE DESIGNER SAREES Advertising uses every major medium to deliver these messages including television, movies, newspapers, radio, magazines, the internet and billboards. The Magic of advertising is to bring concepts on a piece of paper to life in the minds of consumer targets. The following table explains the ads frequently watched. Table No.2 Advertisements factor motivated to purchase the designer sarees Factors of commercials Yes No Total Slogan and Jingle 348(69.6%) 152(30.4%) 500 (100%) Screen play/dialogue 316(63.2%) 184(36.8%) 500 (100%) Music 353(70.6%) 147(29.4%) 500 (100%) Photography 359(71.8%) 141(28.2%) 500 (100%) Celebrity as the model 340(68.0%) 160(32.0%) 500 (100%) Message of the commercial 350(70.0%) 150(30.0%) 500(100%) 47
Product information 300(60.0%) 200(40.0%) 500(100%) Primary source From the above table it is found that the consumers expressed their mostly liked advertisement factor that motivated them to purchase the designer sarees. It is found from the above table that a maximum of 71.8% and a minimum of 60% of customers accept to have influenced by photography and celebrity as the model. The above data shows a minimum of 28.23% customers and maximum of 40% of the customers accepts for not having influenced by any factor of advertisement for their purchase of designer sarees. INFLUENCE IN DECISION MAKING The customers take ultimate decision and they decide to materialize the designer sarees purchases. But certain degree of influence from, different sources is definitely found in the purchase decision of designer sarees. Table No.03 Influence for purchase Details Influenced to Purchase Frequency Valid percent 1 Friends and relative 211 42.2 Valid 2 TV program 106 21.2 3 Television 95 19.0 4 Movie and cinema hall 88 17.6 Total 500 100.0 Primary source From the above table it is found that 42.2% of the customers are influenced by friends and relatives for purchase of designer sarees, 21.2% are influenced by TV program, 19% are influenced by television and 17.6% are influenced by movie and cinema halls for the purchase of designer sarees. Rotated Component Matrix- factors influencing the customers to buy designer sarees Table No.04 Factors Influencing The Customers To Buy Designer sarees Component 1 2 3 4 48
Brand.725 Style and design.717 Matches for particular outfit.695 Quality.673 Appearance and colour.651 Excellent quality.620 Designer brand.524 Design.471 Price tag.769. Discounted price.690. Brand Image.762. Price.748. Favorite brand.612. Custom design.520. Rare pattern.515. Stylish.640. Off-seasonal/seasonal sales.585. Status in society.590 From the above table it is clear that there are four factors to be considered relating to factors influencing the customers to designer sarees. The first factor comprises of 3 variables 1. Brand (0.725) 2. Style and design (0.717) 3. Matches for particular outfit (0.695) Hence, it would be apt to name the first factor as Cost and efficiency The second factor consists of 4 variables 1. Quality (0.673) 2. Appearance and colour (0.651) 3. Excellent quality (0.620) 4. Designer brand (0.524) Therefore, the second factor can be called as Quality and appearance The third factor contains 4 variables 1. Design (0.471) 2. Price tag (0.769) 49
3. Discounted price (0.690) 4. Brand Image (.762) Thus, the third factor can be called as Essential features The fourth factor comprises of 7 variables 1. Price (0.748) 2. Favorite brand (0.612) 3. Custom design (0.520) 4. Rare pattern (0.515) 5. Stylish (0.640) 6. Off-seasonal/seasonal sales (0.585) 7. Status in society (0.578) So, the fourth factor can be called as Attractive features Therefore it can be concluded that cost and efficiency and quality appearance of the designer sarees play a predominant role in influencing the customers to purchase designer sarees in Western Mumbai. The attractive features of the designer sarees are also an important factor that expedites the purchase decision of designer sarees purchasers in Western Mumbai. Table No. 05 Total Variance Explained- factors influencing the customers to buy designer sarees Component Initial Eigen values Rotation Sums of Squared Loadings Total % of Cumulative Total % of Cumulative % Variance % Variance 1 9.875 42.936 42.936 4.183 18.186 18.186 2 1.404 6.106 49.042 3.401 14.789 32.975 3 1.151 5.005 54.046 3.331 14.484 47.459 4 1.053 4.578 58.625 2.568 11.166 58.625 5.938 4.080 62.705 6.900 3.915 66.619 7.820 3.567 70.187 8.732 3.183 73.370 9.661 2.874 76.244 10.591 2.571 78.815 50
From the above table it is found that the 23 variables are reduced into 4 major factors with Eigen values 4.183, 3.401, 3.331 and 2.568 are statistically significant. The 4 major factors also possess significant individual values 18.186, 14.789, 14.484, and 11.166 with total cumulative variance 58.625. This clearly indicates the very existence of 4 major factors with their respective variable loadings as expressed in the table. The study establishes the relevance of advertisement strategies influence on the purchase decision of the consumers. This implies that the marketing managers are likely to benefit considerably in targeting and positioning and in their media communication by focusing their attention on the ongoing changes in the features and pattern of designer sarees suitable for consumers. The dynamic consumers always expedite their purchase decision quickly. These consumers are very loyal to the designer sarees sellers. They buy only from designer sarees showrooms and when there are attractive schemes. The designer sarees dealers in this case can use promotional appeals, discounts credit periods to motivate the consumers towards purchase of designer sarees in Western Mumbai. In the present scenario, promotional strategies have been identified as one of the best marketing strategy for convincing the consumers to purchases. The consumers find that a description about the designer sarees through the promotional strategies is more promising. The attractive sales promotional strategies draw the consumers attention for purchasing designer sarees. CONCLUSION The impact of advertisements on promotional strategies of designer sarees is significant in maximizing the buyers. This has gained momentum over the past few years. This is due to the fact that consumers have begun to rely on such strategies for authenticating 51
the quality, features, transparent gold price and other aspects that are expected from the manufacturers. The study conducted had proven that the advertisement strategies and personal selling of dealers warranty the expectation of the consumers that relate to the designer sarees. More so, the consumers acknowledge the attributes of the designer sarees when highlighted by the advertisement. As such, these strategies trigger the interest and persuade the consumers to purchase the designer sarees considering the right choice of the designer sarees. Certain factors like quality, price, external features, and product design are those which a consumer considers prior to purchase. The image of the designer sarees gets enhanced when such factors are endorsed by favorite celebrities. Thus, it is obvious that the advertisements play a predominant role in influencing and persuading the consumers to purchase the designer sarees, irrespective of the demographic variation. The study also reveals that the designer sarees which are promoted with advertisements are in a better recognized by the consumers when compared to those without such promotional strategies. References: 1. Vikram Padbidri (2012), Harnessing the power of brand building to achieve greater heights, Gemmological Institute of India, Indian gems & jewellery industry. 2. Md. Ashaduzzaman, S.M. Asif-Ur-Rahman (2011), Impact of television advertisements on buying pattern of women in Dhaka city, European Journal Of Business And Management, ISSN 2222-1905 (paper) ISSN 2222-2839 (online), vol 3, no.3 pg.no 1-13 3. Swarovski (2011), Winning in India s retail sector, factors for success, category: premium fashion jewellery, providing Indian consumers with stylish jewellery, PWC Brand and Communications, India, pg. 44-45. 4. Hongwei Yang,( 2006), lead us into temptation: A survey of college students media use, materialism, beliefs, and attitudes toward advertising, status consumption tendencies, compulsive buying tendencies, brand recall, and purchase intent of luxury products 52
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