PROJECT REPORT

ON

THE ROLE OF ADVERTISING EFFECTIVENESS IN CHANGING CUSTOMER’s

PERCEPTION FOR NESTLE PRODUCTS

Submitted in the Partial Fulfillment for the award of Degree of Bachelor Of

Business Administration (B.B.A)(G)

UNDER THE GUIDANCE OF: SUBMITTED BY:

Miss. Neetu MUKUL

(Faculty of Management) Enroll. No. 52421501716
BATCH - 2016-2019

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES

&
SCHOOL OF LAW
An ISO 9001:2008 Certified Institute (Approved by the Govt. of NCT of Delhi
Affiliated to Guru Gobind Singh Indraprastha University, Delhi) Plot No
OCF Sector A-8, Narela New Delhi -40

1
 DECLARATION

This is to certify that report entitled “THE ROLE OF ADVERTISING EFFECTIVNESS

IN CHANGING CUSTOMER’S PERCEPTION FOR NESTLE PRODUCTS” which
is submitted by me in partial fulfilment of the requirement for the award of degree B.B.A.(G)
to GGSIP University, Dwarka, Delhi comprises only my original work and due
acknowledgement has been made in the text to all other material used.

DATE: Name of student:

Mukul

APPROVED BY

Miss. Neeetu

2
 CERTIFICATE

This is to certify that report entitled “THE ROLE OF ADVERTISING EFFECTIVENESS

IN CHANGING CUSTOMER’S PERCEPTION FOR NESTLE PRODUCTS” which is
submitted by Mukul in partial fulfilment of the requirement for the award of degree B.B.A(G)
to GGSIP University , Dwarka , Delhi is a record of the candidate’s own work carried out by
him under my supervision. The matter embodied in this report is original and has not been
submitted for the award of any other degree.

Date: Signature

ACKNOWLEDGMENT

3
Progress in life, business or any projects comes through taking initiatives & continuing to
progress on new concepts & ideas. The original momentum is not enough to keep you
moving forward. Your progress will grit to halt unless you refill your engine for inspiration
with fuel of fresh ideas with enthusiasm & proper guidance. Accomplishment requires the
effort of many people and this work is no different. I would like to thank all those who helped
me directly or in directly and whose diligent efforts made this project possible.

I would like to thanks my project guide Mrs. Garima Bains whose initiative and guidance
enabled me to conceptualize and construct the project “THE ROLE OF ADVERTISING
EFFECTIVENESS IN CHANGING CUSTOMER’S PERCEPTION FOR NESTLE
PRODUCTS”. It has been great to work under their guidance.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for providing me opportunity to utilize their resources for the completion of the project.

Last but not the least, I would like to thank my parents and colleagues for their kind support.

MUKUL

(52421501716)

CONTENT

SNO TOPIC PAGE REMARKS

. NO,

4
 FRONT PAGE 1

DECLARATION 2

CERTIFICATE 3

ACKNOWLEGMENT 4

1. INTRODUCTION 6- 16

2. LITERATURE REVIEW 17- 18

3. DATA COLLECTION 19- 23

 SAMPLE SIZE
 SAMPLING PLAN
 OBJECTIVES
 LIMITATIONS

4. DATAANALYSIS 24- 41
&INTERPRETATION

5. FINDINGS AND SUGGESTION 42- 43

6. CONCLUSION & BIBLIOGRAPHY 44- 45

CHAPTER-1

INTRODUCTION

5
The Indian food industry is poised for huge growth, increasing its contribution to world food
trade every year. In India, the food sector has emerged as a high-growth and high-profit
sector due to its immense potential for value addition, particularly within the food processing
industry.

Accounting for about 32% of the country’s total food market, the government of India has
been instrumental in the growth and development of the food processing industry.

MARKET SIZE
The Indian food industry is the world’s sixth largest, with retail contributing 70% of the sales.
The Indian food processing industry accounts for 32% of the country’s total food market, one
of the largest industries in India and is ranked 5 th in terms of production, consumption, export
and expected growth.

The online food industry in India is in its nascent stage, but witnessing exponential growth.
The online food delivery industry grew at 150% year-on-year.

Nestlé held a market share of around 11.4% and 45.3% of Nestlé global sales.

INVESTMENT
The food processing industry in India has received around US$7.54 billion worth of Foreign
Direct Investment (FDI) during the period April 2000-March 2018. Nestlé is committed to
margin expansion. They have set an underlying trading operating profit margin target of
17.5% to 18.5% by 2020, up from 16% .

OTHER COMPETITORS

Only 10 companies control almost every large food and beverage industry in the world.

These companies –PepsiCo, Coca-Cola, Unilver, Danone, Kellogg’s, General Mills,

Associated British Foods, Britannia’s etc.

6
 1. KELLOGG’S :- The world’s largest seller of breakfast cereal held a global market
share of 27.9% in the food industry. Its revenue is $13.5 billion. It offers Froot loops
and Frosted Flakes- it also owns non-cereal brands including Eggo, Pringles etc.

2. GENERAL MILLS:- According to the report the General Mills cereal held a 29.7%
market share in the food industry. Its revenue is $17.6 billion. It offers Chex Mix( a
Jalapeno Cheddar Snack), Hamburger, Betty Crocker( walnut chocolate chips ,
Oatmeal etc.).

3. DANONE:- Its market share is 35% in the food industry . Its revenue is $24.9 billion.
It offers yogurts like Activa, Oikos. Yakult, Silk Almond Milk.

4. COCA-COLA:- Its market share is 33.5% in the food industry. Is revenue is $44.3
billion. It offers Dasani, Minute Maid etc.

5. PEPSICO:- Its market share is 22.2% in the food industry. Its revenue is 63 billion.
It offers Quaker Oatmeal, Cheetos and Tropicana.

6. BRITANNIA:- Its market share is 45.2% in the food industry. It revenue is $1.4
billion. It offers Nutri Choice, Good day, Cheese, Cakes etc.

Moreover, the Government of India aims to boost growth in the food processing industry by
leveraging reforms such as 100% Foreign Direct Investment in marketing of food products
and various incentives at central and state government level.

The Food Safety and Standards Authority of India (FSSAI) plans to invest around Rs 482
crore to strengthen the food testing infrastructure in India and to boost the food industry in
India.

The government of India has relaxed foreign direct investment norms for the sector, allowing
up to 100% FDI in food.

COMPANY PROFILE

Nestlé INDIA is a Swiss transnational food and drink company in the world, measured by
revenues and other metrics.

It ranked NO.64 on the Fortune Global 500 in 2018 and NO. 33 on the 2016 edition of the
Forbes Global 2000 list of largest public companies.

7
The founders of Nestlé are Henri nestle, Charles page, George page. The key people of nestle
are Paul Bulcke (CHAIRMAN) and Ulf Mark Schneider (CEO). According to 2018 there are
335,000 number of employees working in nestle company.

Nestlé’s products include baby food, medical food, breakfast cereals, coffee and tea, dairy
products, frozen food. It has 447 factories, operated in 194 countries. It is one of the main
shareholders of L’Oreal the world’s largest cosmetics company.

Nestlé has been a partner in India’s growth for over a century now and has built a very
special relationship of trust and commitment with the people of India. The company’s
activities in India have facilitated direct and indirect employment and provides livelihood to
about one million people including farmers, suppliers of packaging materials, service and
other goods.

NESTLE India is a responsible organisation and facilitates initiatives that help to improve the
quality of life in the communities where it operates.

ADDRESS:- Nestlé House, Jacaranda Marg M Block

DLF City Phase II, NH-8
Gurugram 122002, India
CONTACT:- Tel: +91 1242389300
Fax: +91 1242389399
WEBSITE:- [Link]

Awards and Achievements

Our Achievements:

 Saving Water:

NESTLÉ as an environmentally conscious company tries to cut down on water consumption

as much as possible. During the last decade NESTLÉ India’s production volume has shot up
by more than 100% for the entire portfolio. And through continuous improvement, our water
consumption has increased by just 38 %.The water withdrawals per Ton of Product has
REDUCED by 45% since last decade

 Conserving Energy:

8
During last decade NESTLÉ India’s production volume has more than doubled for the entire
portfolio. And the total energy consumption has increased by just 46%. The Energy
consumption per Ton of Product has REDUCED by 41% since last decade.

3 R model (Reduce – Reuse – Recycle) is adopted to minimize consumption.

Awards:

NESTLÉ has won accolades for their environment friendly practices. NESTLÉ India
Nanjangud Factory was awarded the ‘Golden Peacock Environment Management Award’
in 2009 at the Global Convention on Climate Change.

NESTLÉ India Ponda Factory was awarded in 2009, 2010 and Appreciation Certificate in
2011 with “GomantSurakshaPatra” for remarkable performance in Occupational Safety,
Health & Environmental Sustainability organized by Green Triangle Society in association
with Inspectorate of Factories & Boilers, Govt. of Goa

Product Life Cycle:

1. Raw Material Sourcing:

9
The main ingredients in Nestle Classic are milk solids, cocoa solids, Vegetable fats and
sugar. This stage of the product life cycle involves the most transportation and therefore
potentially has the largest impact on the environment.

2. Manufacturing :

This pack of Nestle Classic, along with every other Nestle Classic product in India is made
in our factory in Ponda, Goa. We are committed to preserving the world’s natural resources
and eliminating food waste at every level of our operations. As a result we actively look to
rework any waste generated on our production lines back into Nestle Classic products.

3. Packaging:

After production, each Nestle Classic product is wrapped with laminate made of Matt
finished bi-axially oriented polypropylene & Metalized Polyethylene terephthalate to provide
good barrier which is used in the packaging of many food products. A number of the bars are
then placed into a cardboard box, ready to be sent out to our retail customers. Materials are
selected for product safety, quality and convenience, as well as to guard against food waste.
We are committed to optimizing the volume and weight of our packaging, while using
recycled materials where possible.

4. Distribution :

We are committed to minimising the environmental impact of our transport and distribution
network by using lower-emission vehicles and where possible, selecting alternative modes of
transport. Nestlé use a number of distribution centres around India, helping us move products
quickly and effectively, ensuring our retailers and their customers receive the freshest stock
as possible. The key mode of transport used is by road.

5. Consumption:

10
 Little things can make a big difference when it comes to helping the environment and
everyone can play a part. A fresh estimate from the Indian ministry of food processing says a
huge Rs 58,000 crore (Rs 580 billion) worth of agriculture food items get wasted in the
country every year. You can reduce the risk of spoiling by keeping your Nestle Classic out of
direct sunlight – perhaps in the fridge. However even if humidity and temperature has given
the product a whitish layer this won’t affect it’s fitness for consumption If your Nestle
Classic product is too much to eat at once, why not seal it back up and save for another day.
Remember to pop it into the fridge to maintain freshness.

Nestle adopts health mission to make their products healthier:

The world’s biggest foods company is reducing salt and sodium content in its Maggi noodles,
cutting sugar by about 10% in KitKat chocolate and dairy products, and stepping up portion
control in Munch chocolates, extending to India its ambitious commitment made last week to
make healthier products. The Swiss company, which made Maggi India’s staple snack-food
in the 1990s, will extend its ‘health drive’ to other product categories as well: For dairy items
such as yoghurt and infant cereal Cerelac, Nestle will now make low-sugar and low-salt
variants. Nestle India has announced a series of global commitments to reduce sugars,
sodium, saturated fats and trans-fats, introduce
nutritious products, step up food fortification, remove artificial colours, restrict marketing to
children, step up nutrition data on packs at points of sale and online, and disseminate
information on portion control.

Nestle India Ltd. Company History and Annual Growth Details :

2000

- Nestle is set to enter the domestic bottled water business and will launch the product under
the brand name `Pure Life'. The Company has launched its ultra heat treated liquid milk,
`Nestle Pure Milk', in Bangalore, Chennai, Hyderabad and Kochi. Nestle India Ltd. to launch
Nescafe Gold and Nescafe Gold Decaffeinated. Nestle India has launched a range of gift
packs under the Fox confectionery brand name for the festival seasons

2001

- Nestle India Ltd. has launched `Pure Life', its mass-market bottled water, adding one more
premium brand to the already saturated Rs 600-crore bottled water segment. The board of
directors of Nestle India on July 27, nominated the Chairman and Managing Director of NIIT
Ltd, Mr Rajendra S. Pawar, on the company board with effect from October this year.

2008

-Nestle India Ltd has recommended a final dividend of Rs 2.50 per equity share.

11
2009

-Nestle India Board Approves Proposal To acquire Healthcare Nutrition Business of

Speciality Foods.

2016

-Nestle begins Maggi production in 3 states after the brand cleared court-directed safety
tests .Nestle India resumes manufacturing at Pantnagar (Uttarakhand) [Link] resumes
manufacturing of MAGGI at Tahliwal, HP unit.

2018

-Nestle India Launches NESTLE a+ GREKYO Yoghurt. Nestle India reinforces its
commitment towards environmental sustainability. Nestle India delights consumers with new
variants of MAGGI Noodles. Nestle India launches NESTLE a+ PRO-GROW containing
20% higher milk protein. Nestle India Launches NESCAFE Ready-to-Drink.

Performance Culture:

Diversity:
Diversity has only just reached the top of most corporate agendas, but at Nestlé it’s been the
foundation of what we do for years. One of the areas in which diversity makes the biggest
difference is in the gender mix. Improving the gender balance at Nestlé, will enrich our
leadership, increase the supply of talented people and ensure a better understanding of our
consumer base.

Employee Health & Wellness:

Our vision and values should shape everything we do. We believe strongly that they should
be lived and experienced every day. By providing our people with a healthy diet and sporting
activities, we support our principle of ‘healthy minds in healthy bodies,’ and create the
healthy workforce that sets us apart.

Safety:

Nestlé is founded on caring: for our consumers, for the communities to which we belong,
and, most fundamentally, for our colleagues. Not surprisingly, safety is fundamental to
everything we do. Our safety and health performance has improved significantly, but we’re
committed to achieving zero accidents and that means we need to lead the world in our
thinking and practices.

Nestlé & I:

It is critical for any organization to understand what the employees feel about its culture,
strategy, alignment and engagement. We encourage our employees to give us transparent

12
feedback on what is working and what needs improvement, through the bi-annual Nestlé & I
survey. We hope this gives you a good sense of our commitment to our people. For more
information about our performance in Diversity, Employee Health & Wellness, Safety and
Health and other people-related topics visit our Creating Shared Value page.

13
14
 SWOT ANALYSIS

Nestlé S.A. is a multinational packaged foods and beverage manufacturer headquartered in

Switzerland. Nestlé reported revenues of $99.09 billion on December 31, 2018 and estimated
sales of $92.62 billion for the current fiscal year. Nestlé had a market capitalization of
$245.71 billion, according to [Link].

STRENGHTS:-
 It is a highly-diversified company operating in many different markets and sectors of
those markets.
 The variety of brands gives Nestlé a strong ability to weather economies because it
serves many different segments of the market.
 It has well-established relationships with other powerful brands, including Coca-
Cola , Colgate and General Mills.
 It has strong research and development capabilities that are growing.
 Nestlé has strong relationship with retailers.
 It includes well-established brands with a large amount of market share in some of the
largest national economies, including Europe and the United states.

WEAKNESSES:-
 Much of its sales depend upon a few well-recognized brands. This makes the
company vulnerable to any sudden changes in consumer behaviour.
 Some of its brands, such as Carnation milk, are not tailored to modern lifestyles and
are seen as old-fashioned by some customers.

 The company is heavily dependent upon advertising to shape consumer opinion and
drive traditional sales. This can lead to high marketing costs with a questionable
return on investment.
 There is a high cost for launching new brands to supplement older, less-fashionable
food products.

OPPORTUNITIES:-
 Growth in online retail could open up new distribution channels such as Amazon
Prime that can bypass traditional retailers.
 Changes in lifestyle, such as longer work hours, more women in the workforce, and
more single-person households, increase the demand for pre-packaged foods.
 Increased interest in health and nutrition could increase demand for some Nestlé
products, such as energy drinks.

THREATS:-

15
 There is pressure from large retailers such as Walmart to cut prices.
 The growing use of new retail channels such as Amazon Prime and dollar
stores may not favour traditional retail products.
 There is a growing ineffectiveness of traditional advertising as new
technologies such as streaming video supplant traditional broadcast and print
media.
 There is a possibility of increased government oversight and regulations in
some markets, such as India. India’s government ordered billions of dollars of
Maggi instant noodles be pulled from the shelves in the summer of 2015
because of allegations of excessive levels of lead in the product.

CHAPTER- 2

16
 LITERATURE REVIEW

1. Zachary G. Arens Roland T. Rust ,"The duality of decisions and the case
for impulsiveness metrics", consumer metrics help firms manage their
performance and expect economic conclusion. While many firms focus on
consumer fulfillment metrics for this reason, dual-process theories in
psychology and neuroscience show that consumer decision are based on two
processes. These propose that metrics which compute the impetuosity of
acquire decision might efficiently harmonize purchaser fulfillment metrics. In
a series of experiment we exhibit that approval and spontaneity metrics make
distinct but strong predictions of customer choices. Fulfillment and
impulsiveness influence choice in different ways. While impetuosity relates to
choice honestly, the satisfaction-choice path is mediated by loyalty intention.
Moreover this relationship is reasonable by product participation such that
impulsiveness metrics provide an improved calculation for low-involvement
than for highinvolvement situations. Finally, fields study of 750 customers of
101 firms express these relationships at a firm level, indicating that
satisfaction and impulsiveness metrics have equally strong but distinct
relationships with shareholder value. Therefore firms may be able to
advantage from complementing consumer fulfillment metrics with consumer
impetuosity metrics.

2. Daivata Chavan-Patil, "Coloring consumer’s psychology using different

shades: The role of perception of colors by consumers in consumer decision
making process", Color plays a important role in activate emotion in people.
The current research studied the role of perception of colors in customer
decision making process. The study focuses on how the departmental stores by
using dissimilar colors/color combination in logo, the brand name, the tagline,
and the slogan reach to their audience. How are these colors interpreted by
audiences and do they have a positive or negative consequence on decision
making? How do customers recognize these messages and ultimately decide to
make purchases into a particular departmental store. Data collected from fifty
respondents through an administered survey by shapeless questionnaire
method is analyzing both quantitatively and qualitatively. The sampling
technique used is convenient sampling. The data collected is mostly primary in
nature. Major conclusions of the study were that colors do play an important
role in triggering emotions of the consumers. Consumers relate certain colors
to socio economic class and accordingly decide to choose their shopping
place. They were also able to recall departmental store names on the basi color
combinations.

17
3. Anna Kuikka, Tommi Laukkanen, "Brand loyalty and the role of hedonic
value” The objective of this paper is to explore the antecedents of brand
loyalty in the chocolate market. A large sample of 808 effective responses was
collected through an online questionnaire that was posted on the Facebook
wall of a Finnish confectionery company. A model of four antecedents (brand
satisfaction, brand equity, brand value, brand trust) leading to two aspects of
brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The
moderating effect of consumers' hedonic value in the model was tested.
Confirmatory factor analysis was used to validate the constructs and
multigroup structural equation modeling was used to test the hypotheses.

4. Jan Wollgast considers that Cocoa beans are rich in polyphenols in fastidious
catechins and proanthocyanidins. Though, a sharp decrease in amount occurs
during fermentation and drying of cocoa beans and further retention has been
account during roasting. Characterization and in exacting quantification of
polyphenols in chocolate has only been developed recently. This work
evaluation further on the literature on the available method for analysis,
quantification, separation, sanitization, and arrangement exposition of
polyphenols in cocoa components and other commodities. The categorization
and quantification of the polyphenol composition is between the first steps to
be done to assess a supposed involvement of chocolate to human health.

5. A study on consumer’s preference and perception towards Patanjali product by

S. ANUPRIYA terminate that customer fulfillment is derived when he
compares the concrete performance of the product with the presentation he
predictable out of the treatment. If the professed remuneration turned out to be
almost same as expected, client is highly fulfilled and that is how the company
achieves faithfulness of the consumer towards the product. Nandagopal and
Chinnaiyan conclude that the mode of purchase of product also effecting
buying pattern and so perception of consumer.
6. Syeda Quratulain Kazmi (P.A.F Karachi institute of Economics And
Technology,) Customer perception is basically organism which describes an
individual’s perceived image which he expect from any product or service.
Observation can be changed or influenced by numerous factors behaviour,
children who are in their teenage prefer food with respect to food nutritious as
well as three factors plays very important role, home environment, school and
social gatherings.

CHAPTER-3

18
 DATA COLLECTION

COLLECTION OF DATA:

The marketing research was a field survey done through questionnaire. The research is based
on both primary and secondary data.

PRIMARY DATA:

The primary data refers to original information gathered for a specific purpose and provides
up to date, accurate and relevant information and it is gathered in an investigation according
to the need of the problem.

For colleting the primary data the survey was done through questionnaires, which was
personally given to customers and were filled by them. Prior to the survey a brand
comparison market research was done to compare the different brands providing products
like- chocolate, milk, yoghurt and noodles on the basis of their prices, company structure,
products and consumer preference.

SECONADRY DATA:

The secondary data can be defined as data collected by someone else for purpose other than
solving problem being investigation and previously meant for another purpose.

For theoretical overview, secondary data was collected from newspaper, magazines and
different websites.

7. [Link]
Michelle Bonera (corresponding author) Assistant Professor of Economics and
Business Management: Advertising interacts with consumer for changing its
perception towards Nestlé products.
8. [Link]
Ivan Blace, Media and digital team Lead: Media marketing :-The Nestlé
architecture that builds strong brands is called Brand Building the Nestlé Way.
it helps in changing perception of consumers by effective media support
especially advertisement.

19
SAMPLE:

AREA COVERED:

The area covered under the survey of customers is entire North Delhi.

SAMPLE SIZE:

It refers to the number of people surveyed for this topic, in the study 100 people were
surveyed and responses are drawn.

Objectives
 To understand and measure the impact of advertising on Nestlé products.
 To measure the effectiveness of advertisement for a particular product.
 To understand and measure the affect of advertising in brand building, brand call and
finally the choice of product while buying it.
 To know the customer behaviour and to identify the level of consumer satisfaction
towards Nestlé.
 To know the various marketing mix that influence the customer behaviour.

LIMITATION OF THE STUDY:

9. Total coverage of the study is limited to the few customers.
10. Sample size of the study is restricted to 100 customers only.
11. Most of the respondents hesitate to give information but how ever an attempt
is made to collect the data systematically.
12. Time is the one constraint of the survey.

20
 QUESTIONNAIRE
Personal Profile:

A. Name:
B. Address:
C. Sex:
Male ( ) Female ( )
D. Age _____
E. Occupation:
1. Self-Employed ( ) 3. Professional ( )
2. House wife ( ) 4. Student ( )

Q1. Which media you mostly use for information about Nestlé products?

1. Television ( )
2. Newspaper ( )
3. Internet ( )
4. Radio ( )

Q2. Does the advertisement of any product leaves a lasting impact on your mind
regarding the brand?

1. Yes ( )
2. No ( )

Q3. What features affect advertisement?

1. Its Style(Presentation of its theme) ( )

2. Its Tone(Positive or humorous) ( )
3. Its Format(Memorable/use of catchy words) ( )
4. Its Words(Size, colour and illustration effect) ( )

Q4. How far do you think catchy punch lines effect consumer perception about the
product?

1. Very much( )
2. To some extent( )
3. Can’t say( )
4. Not at all( )

[Link] celebrity advertising for a Nestlé product makes a difference in your buying
decisions?

1. Very much( )
2. To some extent( )
3. Can’t say( )
4. Not at all( )

21
 [Link] makes an advertisement of Nestlé’s product most effective?

1. Its Impact( )
2. Its Frequency( )
3. Its Reach( )

Q7. What clicks you most in Nestlé’s advertisement?

One that shows:

1. Hygiene( )
2. Brand image( )
3. Edge over competitors( )
4. Assures it satisfies your need best( )

Q8. Do you think that the price of Nestlé product is high/low compared to competitor’s
product?

1. High( ) 3. Low( )
2. Average( ) 4. Same( )

[Link] the various scheme/promotional activities affect your purchase plan?

1. Yes( )
2. No( )

[Link] you judge the quality of the Nestlé product through the Television advertisement?

1. Yes( )
2. No( )

Q11. Is the study of effectiveness would contribute to the improvement in present

advertisement?

1. Yes( ) 2. No( )

Q12. What do you think the use of study of advertising effectiveness is for whom?

1. For company( )
2. For employees( )
3. For customers( )

Q13. Do you think that advertisement of Nestlé products has forced you to consume
product more?

1. Yes( )
2. No.( )

Q14. Did the advertisement of Nestlé products make you loyal towards its brands?

22
 1. Yes( )
2. No( )
3. Can’t say( )

Q15. Which reason you find for the difference of advertising effectiveness?

1. Education( )
2. Likings( )
3. Standard of living( )
4. Other( )

SUGGESTIONS:

23
 CHAPTER-4

DATA ANALYSATION AND INTERPRETATION

ANALYSIS & INTERPRETATION OF DATA

The analysis and interpretation of the data involves the analyzing of the collected data and
interpretation it with pictorial representation such as bar graphs, pie charts and others.

All the observations are based upon the primary data collected through questionnaire filled by
customers. The observation made on customer’s questionnaire is dealt separately.

CUSTOMER’S QUESTIONNAIRE:

The customer’s questionnaire is attached with it and it consists of different questions related
to advertising of Nestlé product plus the personal details area of knowing respondent’s
particulars.

The observations are done question wise let’s see it below:-

24
GENDER:
Gender plays a vital role in purchase decisions. Gender is classified on sex basis i.e. male and
female. Gender classification is requiring to marketer because different gender exhibit
different perception towards products.

Sex No. of respondents Percentage%

Male 35 35
Female 65 65
Total 100 100
Source: Primary Data

Gender

Male
Female

Interpretation:

35% of the respondents are male and 65% of the respondents are female. From the above
table we can conclude that, the majority of the respondents were belongs to female group.

25
OCCUPATION:
Occupation is also influences a person’s consumption pattern. Similarly the Nestle products
are purchased by various occupants. The following occupants of the respondents are
classifies for the data collection.

Occupation NO. Of respondents Percentage%

Self employed 20 20
Professional 10 10
House wife 65 65
Students 05 05
Total 100 100
Sources: Primary data

occupation

self employed
profesional
house wife
students

Interpretation:

20% of the respondents are self employed, 10% of the respondents are professional, 65% of
the respondents are house wives, 05% of the respondents are students.

26
Q1. Which media you mostly use for information about Nestlé product?

Media NO. of respondents Percentage%

Television 35 35
Newspaper 25 25
Internet 20 20
Radio 20 20
Total 100 100
Sources: Primary Data

MEDIA

Television
Newspaper
Internet
Radio

Interpretation:-
35% of the respondents use television as media, 25% of the respondents use
newspaper as media, 20% of the respondents use internet as media and 20% of the
respondents use radio as media for gathering information about Nestlé product.

27
Q2. Does the advertisement of any product leaves a lasting impact on your mind regarding
the brand?

Opinions No. Of respondents Percentage%

Yes 90 90
No 10 10
Total 100 100
Sources: Primary data

Impact of advertisment on the

product

Yes
No

Interpretation:

90% of the respondents said YES that the advertisement leaves a lasting impact on the mind
regarding the brand whereas 10% of the respondents said NO that the advertisement leaves
no lasting impact on the mind regarding the brand.

28
Q3. What features affect the advertisement?

Features No. Of respondents Percentage%

Style 50 50
Tone 10 10
Format 30 30
Words 10 10
Total 100 100
Sources: Primary Data

Features of advertisment

Style
Tone
Format
Words

Interpretation:-

50% of the respondents think that style affects the advertisement, 10% of the respondents
think that tone affects the advertisement, 30% of the respondents think that format affects the
advertisement, 10% of the respondents think that words affects the advertisement.

29
Q4. How far do you think catchy punch lines effect consumer perception about the product?

Opinions No. Of respondents Percentage%

Very much 60 60
To some extent 30 30
Can’t say 10 10
Not at all 0 0
Total 100 100
Sources: Primary Data

Effect of catchy ounch lines on

consumer perception

Very much
To some extent
Can't say
Not at all

Interpretation:-

60% of the respondents think that punch lines effect consumer perception very much, 30% of
the respondents think that punch lines effect consumer perception to some extent, 10% of the
respondents can’t say and 0% of the respondents think that punch lines does not effect
consumer perception.

30
Q5. Does Celebrity advertising for a Nestlé product makes a difference in your buying
decisions?

Opinions No. Of respondents Percentage%

Very much 90 90
To some extent 10 10
Can’t say 0 0
Not at all 0 0
Total 100 100
Sources: Primary Data

Celebrity advertising makes a difference

in buying decisions

Very much
To some extent
Can't say
Not at all

Interpretation:-

90% of the respondents think that celebrity advertising brings a difference in buying
decisions very much, 10% of the respondents think that celebrity advertising brings a
difference in buying decisions to some extent.

31
Q6. What makes an advertisement of Nestlé’s product most effective?

Opinions No. Of respondents Percentage%

Impact 75 75
Frequency 15 15
Reach 10 10
Total 100 100
Sources: Primary Data

effectiveness of Nestle's product adver-

tisment

Impact
Frequency
Reach

Interpretation:-

75% of the respondents think that Impact is the most effective in advertisement, 15% of the
respondents think that Frequency is the most effective in advertisement and 10% of the
respondents think that Reach is the most effective in advertisement.

32
Q7. What clicks you most in Nestlé’s advertisement?

Opinions No. Of respondents Percentage%

Hygiene 5 5
Brand image 55 55
Edge over competitors 10 10
Assures it satisfies your 30 30
need best
Total 100 100
Sources: Primary Data

Analysing that what clicks most in Adver-

tismnet

Hygiene
Brand image
Edge over competitiors
Assures it satisifies your need
best

Interpretation:-

5% of the respondents think that Hygiene clicks most in the advertisement, 55% of the
respondents think that Brand image clicks most in the advertisement, 10% of the respondents
think that Edge over competitors clicks most in the advertisement and 30% of the respondents
think that satisfying the need best clicks most in the advertisement .

Q8. Do you think that the price of Nestlé product is high/low compared to competitor’s
product?

33
 Price No. Of respondents Percentage%
High 10 10
Low 60 60
Average 25 25
Same 5 5
Total 100 100
Sources: Primary Data

Price

High
Low
Average
Same

Interpretation:-

10% of the respondents think that Nestle price is high as compared to others, 60% of the
respondents think that Nestle price is low as compared to others, 25% of the respondents
think that Nestle price is average as compared to others and 5% of the respondents think that
Nestle price is same as compared to others.

Q9. Do the various scheme/promotional activities affect your purchase plan?

34
 Opinions No. Of respondents Percentage%
Yes 95 95
No 5 5
Total 100 100
Sources: Primary Data

Promotional activities

Yes
No

Interpretation:-

95% of the respondents think that scheme/promotional activities affect your purchase plan
and 5% of the respondents do not think that scheme/promotional activities affect your
purchase plan.

Q10. Can you judge the quality of the Nestlé product through the television advertisement?

35
 Opinions No. Of respondents Percentage%
Yes 40 40
No 60 60
Total 100 100
Sources: Primary Data

Quality through advertisment

Yes
No

Interpretation:-

40% of the respondents think that quality can be judged through the advertisement and 60%
of the respondents do not think that quality can be judged through the advertisement.

36
[Link] the study of effectiveness would contribute to the improvement in present
advertisement?

Opinions No. Of respondents Percentage

Yes 80 80
No 20 20
Total 100 100
Sources: Primary Data

Effectiveness of present advertisement.

YES
NO

Interpretation:-

80% of the people think that effectiveness would contribute to the improvement in present
advertisement whereas 20% of the people think that effectiveness would not contribute to the
improvement in present advertisement

37
Q12. What do you think the use of study of advertising effectiveness is for whom?

Opinions No. Of respondents Percentage

For company 30 30
For employees 20 20
For customers 50 50
Total 100 100
Sources: Primary Data

Study of advertising effectivenes

For company
For employees
For customers

Interpretation:-

30% of respondents think that the study of advertising effectiveness is for the company, 20%
of respondents think that the study of advertising effectiveness is for the employees and 50%
of respondents think that the study of advertising effectiveness is for the customers.

38
 Q13. Do you think that advertisement of Nestlé products has forced you to consume
product more?

Opinions No. Of respondents Percentage

Yes 45 45
No 55 55
Total 100 100
Sources: Primary Data

Impact of advertisment to consume

more

Yes
No

Interpretation:-

45% of the respondents think that advertisement of Nestlé products has forced them to
consume product more whereas 55% of the respondents think that advertisement of Nestlé
products has not forced them to consume product more.

39
Q14. Did the advertisement of Nestlé products make you loyal towards its brand?

Opinions No. Of respondents Percentage

Yes 80 80
No 15 15
Can’t say 5 5
Total 100 100
Sources: Primary Data

Loyalty towards its brand

Yes
NO
Can't say

Interpretation:-

80% of the respondents think that advertisement of Nestlé products make them loyal towards
its brand, 15% of the respondents think that advertisement of Nestlé products does not make
them loyal towards its brand and 5% can’t say that the advertisement of Nestlé products
make them loyal towards its brand.

40
Q15. Which reason you find for the difference of advertising effectiveness?

Opinions No. Of respondents Percentage

Education 35 35
Likings 20 20
Standard of living 40 40
Others 5 5
Total 100 100
Sources: Primary Data

Difference of advertising effectiveness

Education
Likings
Standard of living
Other

Interpretation:-

35% of the respondents find education as one of the reasons for the difference of advertising
effectiveness, 20% of the respondents find likings as one of the reasons for the difference of
advertising effectiveness, 40% of the respondents find standard of living as one of the reasons
for the difference of advertising effectiveness and 5% of the respondents find other reasons
for the difference of advertising effectiveness.

41
 CHAPTER-5

FINDINGS AND SUGGESTION

FINDINGS:

 It is findings in the survey that 35% are male respondents and 65% are female
respondents i.e., female respondents are the main decision maker regarding Nestlé
products.
 Based on the occupation of the customer, it is found in the survey that 20% are the
self-employed, 10% are professionals, 65% are house wife and 5% are students for
the Nestlé products.
 35% of the respondents get there information through television, 25% from
newspaper, 20% from internet and radio.
 The main features of the advertisement are the Style, Tone & Format. The reveals
that 50% influences on style, 10% on tone and 30% on format.
 90% of the respondents said that famous personalities affect their brand choice.
 60% of the total respondents are using product from a long time and they consider
their prices low as compared to the competitor’s product. 25% respondent’s opinion is
average and 10% consider it as high.
 40% of the respondents said that the advertisement of Nestlé products help in better
decision making while 60% does not feel the same.
 80% of the respondents’ view that advertisements of Nestle make them loyal towards
its brands.
 35% of the respondents said that education is the reason for difference of advertising
effectiviness.40% said that standard of living the reason for difference of advertising
effectiveness.

42
SUGGESTIONS:

 Media should be selected according to the choice of the customers.

 To give more attention in making the advertisement to make it effective for the sale of
Nestlé products.
 It should be attractive one so that people are attracted towards the advertisement.
 The advertisement should be in regular time.
 Price should be decreased so as to attract the consumers to use products more.
 Nestlé Co. should conduct periodical study to know the level of the customer
satisfaction.
 Like postal advertisement is very cheap and also it can reach our customer regular on
time period means we can retain our customer and we can maintain good relationship
with customers.
 Now catchy punch lines and jingles do effect the customer’s perception and hence
must be used.
 About the media as TV is the most effective media, the company should show its ads
on prime channels like Star plus, Sony, Zee TV on prime time basically between
8.00p.m to 11.00p.m when all family together watch TV.

43
 CHAPTER-6

CONCLUSION

From the survey conducted it is observed that Nestlé India has a good market share. From the
study conducted the following conclusion can be drawn. In order the dreams into reality and
for turning liabilities into assets one must have to meet the needs of the customers. The main
factor considered by the customer before purchasing Nestlé products is the effectiveness of
the advertisement.

Finally I conclude that, majority of the customers are satisfied with the Nestlé products
because of its effective advertisement, good quality, reputation, easy availabilities. Some
customers are not satisfied because of high prices, ineffective advertisement. Therefore, if
slight modification in the marketing programme such as effective advertisement that will
change the consumer perception. Through the survey we try to study the perception of the
customers towards advertisement. When advertising is used as a marketing tool, patients view
newspaper, magazine, and advertisement more favourably than radio, television.

44
 BIBLIOGRAPHY

BOOKS:

Advertising and the mind of the Consumer: What works, what Doesn’t and why By Max
Sutherland, 2008 (3rd Revised edition).

ARTICLES:

Advertising effects and effectiveness in European Journal of Marketing 27(10):19-32.

November 2018.

WEBSITES:

[Link], [Link], [Link]

45