Volume:01, Number:06, Oct-2011 Page 25 www.theinternationaljournal.org
A study on Challenges and Impact of Advertisement for Impulse Goods
Mr. Pradeep Narwal (MBA, Ph.D) Assist. Prof. ABS
Amity University,
Noida UP
Mr. Anil Kumar (LLB, MBA, MPhil.)
Research Scholar, Singhania University
Faculty Amity University,
Noida UP.
Abstract:
In Impulse goods market, competition is very intense. Marketers use advertising as a tool to
differentiate their products from the other competitive products. Research is done to study
the impact of Advertising on the buying of variety of impulse goods likes Confectionary,
Chips, Cold- Drinks. , Biscuits etc.
Various competitors adopt different advertising appeals in their ads to differentiate from their
competitors. In confectionary market, Perfetti, lotte, ITC, Cadbury, Nestle etc. are the main
brands. Perfetti uses humor, animation appeals and also brand ambassadors. Cadbury uses
emotional and rational appeals. In chips market, lays fully rely on its brand ambassador’s
image to drive the brand through ads on the other hand ITC’s Bingo ads are purely humor
based. Parle’s Hippo uses a mascot to distinguish itself from the competitors. In Cold –
drinks market both Pepsi and Coke use brand ambassadors but coke uses celebration &
happiness themes in its ad campaigns. Biscuits market is dominated by Britannia , Parle, ITC,
Priya gold . Britannia uses Sonic branding tool in its adverts . Parle , ITC Sun feast have
brand ambassadors for certain type of biscuits.
Brand Recognition, Brand Recall due to the Advertisements.
Factors in the Advertisements that persuade consumers to buy that brand are - Who is more
effective- Brand Ambassadors or Mascots used in advertisements that persuade the buyers to
buy those specific brands. Advertising in the form of Print Media, T.V. Media, Social
Networking, Packaging & labeling is used for the research purpose. Which media has more
effect like Print Media , T.V. media, Social networking , packaging & Labeling on
consumer’s buying decision of impulse buying goods.
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INTRODUCTION
1.1 FMCG Sector in India
India, 2nd
most populous country in the world, 3rd
largest economy in Asia and one of the
fastest growing economies in the world, provides lot of potential market for FMCG goods.
Fast moving consumer goods are often purchase on impulse basis mostly daily need items.
FMCG sector is worth Rs.80,000 crores constituting 4th
largest sector in the economy as on
2009. It has a well established distribution network, intense competition between the
organized and un organized segments and low operational cost. India has a competitive
advantage because of the availability of key raw materials, cheaper labor costs and presence
across the entire value chain
Major categories in FMCG Sector are-
Household Care fabric -laundry soaps and synthetic detergents
Household cleaners –Dish /wash cleaners, Toilet cleaners, Mosquito repellents etc
Cakes, Biscuits. Chips , Chocolates, Ice cream, Tea, Coffee
Soft drinks, Branded rice, floor, canned fruits
Vegetables, Dairy products.
Personal Care products, Oral , hair , skin Care etc.
There is a untapped market in India especially in rural India in Household products, Personal
care, Food etc. Spending pattern of Households is like 40% on Grocery items & around 8%
on personal care. Due to the increased awareness about the global brands, demand is also
increasing. Global players are launching their products in India. Still there is a dominance of
unbranded products which are available at cheaper price than the competitors. But increasing
awareness and more disposable income certainly giving rise to the demand of branded
national & international products.
The investment potential is in rural markets. Vast untapped rural market offers excellent
investment opportunities. 41% of middle class & around 58% of total disposable income is in
rural India. FMCG Sector is poised to grow by 60% by 2010. Hair care, Household care,
Male grooming, Female hygiene, and confectionery categories are estimated to be the fastest
growing segments according to the HSBC’s report.
1.2 Impulse Goods
All FMCG goods are generally Impulse goods. Impulse goods are low involvement products.
An impulse purchase is an unplanned buying of a product or service, made just before a
purchase. Emotions and Feelings play a decisive role in purchasing by seeing the product or
upon exposure to a well intended promotional message.
Marketers and retailers exploit impulses tied to the basic want. E.g. Shopper not specifically
shopping for a confectionary but might buy confectionary if he intends on the spot.
Alternatively Impulse buying can happen when the buyer sees something which he
passionately desires. Hence, these things are placed in such a manner to catch the attention.
Impulse buying can also extend to items such as automobiles and home appliances. This
disrupts rational decisions of the consumers. Logical thinking is replaced by personal
gratification. . Impulse items are mostly appeal to the emotional side of consumers. Product,
Packaging, In-store displays, Offers etc. often persuade consumers to buy the products. In
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low involvement products only at the time of buying you think and after wards you don’t
think about the risks associated with it. Hence, a low involvement product is high
involvement the first time you buy it. - In Impulse goods market, competition is very
intense. Marketers use advertising as a tool to differentiate their products that from the other
competitive products. Impacts of advertisement actually make consumers buy that specific
Impulse good’s brand. For the research purpose, four main categories of Impulse goods are
chosen.
1. Confectionary - The organized confectionery market one of the biggest sectors in
impulse goods is estimated to be about Rs. 2,500 crore and estimated to grow at a pace of 9
per cent per annum. In India it is the largest among the food processing industries which has
an annual turnover of around Rs 3,500 crores with huge potentials. (Including the organized
and the non-organized sector) .Organized confectionary market consist of 4 main categories -
chocolate confectionery, sugar confectionery, gum and cereal bars. Hard boiled candy
accounts for 18%, Éclairs and Toffees accounts for 18%, Gums and Mints account for 13%.
Digestive Candies and Lollipops account for 2.0% share respectively A large part of the
confectionery industry in India comprise of the local subsidiaries of global confectionery
majors like Perfetti, Lotte, Wrigley's and Cadbury.
2. Biscuits- Bakery industry roughly manufactures around 30 MT of Biscuits out of which
the organized sector accounts for 65% and the unorganized sector accounts for 35% of the
total industry volume. The organized sector is about Rs 8000 crores worth. The biscuit
industry is poised to grow around 15-17% in the next few years. In India, the per capita
consumption of biscuits is 2.0 kg. Glucose, Marie, Sweet, Salty, Cream & Milk are some
types popular in biscuits in India. Glucose biscuits accounts for more than 50% of the total
biscuit market value, Parle G, world’s largest selling biscuit dominates this market with more
than 60% share followed by Britannia and ITC. Major brands are Parle, Britannia, and
Sunfeast. Also the category has strong regional brands like Priya Gold-(North), Cremica-
(North & West), Dukes-(South) and Anmol-(East & North). Horlicks and United Biscuits of
UK entered Indian biscuits market.
3. Chips- US$ 265 million market of Chips is very lucrative for the marketers in India.
Before 2006, Indian food (Snack Industry) was only dominated by Frito-Lay with around
60% market share in India. Highly growing organized snacks market is now shared by brands
like Frito Lay, Parle Agro, and ITC Foods etc. They are targeting to new health conscious
consumers through new product offerings. Given the increasing demand for healthy food,
chips markets provide lot of opportunities for the marketers. There are some other regional
players like Haldirams, Balaji wafers etc. which give Bingo, Hippo, Lays etc. a tough fight.
Intensive advertising & Branding is done by all the brands.
4. Soft drink- Fruit drinks and soft drinks constitute the total non-alcoholic beverage
market. Fruit drinks include drinks like fruit juices and squashes. Soft drinks are segmented
on the basis of carbonation, flavor or place of consumption. Soft drinks are basically
classified into carbonated and non-carbonated drinks.. Cola products account for 60% of the
total soft drink market which include popular brands like Coca-Cola, Pepsi, Thumps Up etc.
Non-cola segment is over 35% of the market and can be divided into four sub groups –
Orange: Fanta, Mirinda Orange etc.
Clear lime: 7Up, Sprite
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Cloudy lime: Limca, Mirinda Lemon
Mango: Maaza, Slice
Indian Middle class, Lower middle class and Lower class constitute around 90% of the soft
drink market. Pepsi has the largest market share in Indian soft drink market followed by
rival coke. The major players in the segment of concentrated soft- drink market are Rasna,
Kissan and Roohafza with Rasna ruling the roost with over 82% of the total concentrated
soft-drink market .
The intense competition in the sector is characterized by the advertising & promotional
campaigns made by both Pepsi & Coke.
Research Design
Objectives of the Study
1. To find out which Advertisement medium & Advertisement appeal is most effective
in impulse goods category.
2. To find out Brand Awareness created through different types of advertisements in
Confectionary, cold drinks, Biscuits and in Chips category.
Research is Descriptive in nature. Research aims to find out most influential Medium of
Advertisement, Advertising appeal in Confectionary, Chips, Biscuits & Soft drinks category
with the help of structured questionnaire in Delhi NCR region.
Sampling Technique:
Sample Size- 200 respondents selected randomly from Delhi NCR as per the convenience of
the researcher
Research Instrument- Close ended Questionnaire
Statistical Tools: Statistical tools help us to correctly analysis the data. Hypothesis is tested
using various statistical tools.
Hypothesis-
1. Null Hypothesis: There is a significant impact of Advertisement on purchasing of
Impulse goods.
Alternative Hypothesis: There would be no significant impact of advertisement on
Purchasing of Impulse goods.
2. Null Hypothesis- Television is the most effective medium of advertisement in case
of Impulse goods purchase.
Alternative Hypothesis- Television is not the most effective medium of
advertisement in case of impulse goods purchase.
SPSS 17.0 software is used to carry out the analysis & test the hypothesis.
1. For the rating questions, Mean & Standard Deviation is used to find out the most
effective factor.
2. Hypothesis testing is done by using Chi- Square test.
3. Cross Tabulation is done to find out effective medium in advertising of Impulse
goods.
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Data Analysis:
Advertisement Play an Important role in Buying Behavior
Graph 1: Role of Advertising in buying behavior
Interpretation-
The above pie- chart clearly shows that, out of the total respondents around 163 think that
Advertisement play an important role in buying behavior of the consumer in case of
Impulse Goods. Still 37 respondents do not think that Advertising actually influences their
buying behavior in case of Impulse goods.
Frequency of purchase for items like Confectionary, Cold drinks & Chips.
Graph 2- Frequency of purchase of Impulse goods.
Please rate the following factors that influence your buying decision in case of impulse
goods on a scale of 1 to 5. ( 1 being least influential & 5 being most influential)
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4)Please rate
the
following
factors that
influence
your buying
decision in
case of
impulse
goods on a
scale of 1 to
5. [1)Price
& discount]
4)Please rate the
following
factors that
influence your
buying decision
in case of
impulse goods
on a scale of 1
to 5. [
2)Advertisement
& Sales
promotion]
"4)Please rate
the following
factors that
influence your
buying
decision in
case of
impulse goods
on a scale of 1
to 5.
[3)Visual
Merchandising
]"
4)Please rate
the
following
factors that
influence
your buying
decision in
case of
impulse
goods on a
scale of 1 to
5. [4)Brand]
4)Please rate
the
following
factors that
influence
your buying
decision in
case of
impulse
goods on a
scale of 1 to
5.
[5)Income]
N Valid 200 200 200 200 200
Missing 0 0 0 0 0
Mean 3.4350 4.1450 3.3550 3.6050 2.5000
Std. Deviation 1.26641 1.02921 .92913 1.02186 1.16049
Table 1 - Factors influencing buying decision.
Interpretation-
In the above question, There are 5 factors on which rating has been done . So, Mean &
Standard Deviation is calculated of all the factors to Rank them as per most influential to
least influential. From the above table we can interpret,
Most Influential- Advertising & Sales Promotion.
Influential - Brand.
Neutral- Price & Discounts.
Not so Influential- Visual Merchandising.
Least Influential - Income.
Hence, from the above data we can clearly infer that Advertising & Sales Promotion is the
most influential factor in case of purchase of Impulse goods.
Media in advertisement that drive the most to buy Impulse goods.
Table 2- Most Influential Advertising Medium
Medium Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Televisio
n
98 49.0 49.0 49.0
Radio 17 8.5 8.5 57.5
Media
35 17.5 17.5 75.0
Outdoors 50 25.0 25.0 100.0
Total 200 100.0 100.0
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Graph 3- Most Influential Advertising Medium
Interpretation-From the above graph we can clearly infer that Television is by far the most
influential & successful medium in advertisements of Impulse goods with 98 respondents.
Outdoors which includes Banners, In- store flyers, Posters etc. is the 2nd
most effective
medium in Advertisement of Impulse goods with 50 respondents. Print Medium is the 3rd
most effective medium in advertisement with 35 respondents which include News papers &
Magazines.
The main motive of advertisement for Impulse Goods.
Table 3 - Motive of Advertisement of Impulse goods
Motives Frequency Percent Valid Percent
Cumulative
Percent
Valid Brand awareness,
Company is trying to
promote itself
95 47.5 47.5 47.5
Show products are cheaper
than the Competition
21 10.5 10.5 58.0
Product is of High Quality 20 10.0 10.0 68.0
Just trying to sell the
Product
20 10.0 10.0 78.0
Entice People to try the
Product
44 22.0 22.0 100.0
Total 200 100.0 100.0
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Graph 4 - Motive of Advertisement of Impulse goods
Interpretation- About 95 Respondents feel that company do advertisements for Brand
Awareness for promoting itself. 44 respondents feel that company is enticing people to try
the product through Advertisements. Around 20 feel that company is advertising to show
pricing, quality or just doing hard selling in case of impulse goods.
Rate the following Advertising Campaigns on the order of 1 to 5 that has influenced you
the most. (1 being least influential & 5 being most influential)
Table 4- influential Advertising Campaign
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [1)
Cadbury’s
Kuch Mitha
Ho Jaaye
campaign.]
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [2)
Nestle Kit
Kat’s
dancing
Squirrels ad
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [3)
ITC Bingo’s
campaign.]
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [4)
Coke’s
Open
Happiness
campaign]
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [5)
Parle Hide
& Seek Ad
campaign of
Hrithik
Roshan]
8) Please
rate the
following
Advertising
Campaigns
on the order
of 1 to 5 that
has
influenced
you the
most. [6)
Pepsi's
Youngistan
Ad
Campaign]
8) Please
rate the
following
Advertising
Campaigns
on the
order of 1
to 5 that
has
influenced
you the
most. [7)
Lay's Dil
Logical Ad
Campaign]
N
Valid 200 200 200 200 200 200 200
Missing 0 0 0 0 0 0 0
Mean 3.8700 3.2600 3.4400 3.2600 2.4500 3.4100 3.3650
Std.
Deviation
1.31978 1.40795 1.23043 1.16153 1.25514 1.43604 1.34193
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Interpretation-
Above question is about various ad campaigns rated from 1 to 5 according to their level
of influence. Means of all the 7 Ad campaigns is taken and they are ranked based on the
means from Most Influential to Least Influential.
Advertising Campaigns -
Most Influential- Cadbury’s Kuch Mitha Ho Jaye Ad campaign (Mean 3.87)
2nd
Most influential- ITC Bingo’s Ad campaign (Mean 3.44)
Influential - Pepsi’s Youngistan Ad campaign.(Mean 3.41)
Neutral - Lays Dil Logical Ad campaign. (Mean 3.36)
Sparsely Influential - Coke’s Open happiness Ad campaign(Mean 3.26)
Not much Influential - Nestle Kit Kat’s Dancing Squirrels Ad campaign (Mean
3.26)
Least Influential - Parle Hide & Seek Ad campaign (Mean 2.45)
We can infer that,
Cadbury has maximum brand recognition in Confectionary.
Bingo has max. brand recognition in Chips category followed by Lays.
In Cold- drinks category, Pepsi’s Youngistan ad campaign has max. brand
recognition and more influencing than Coke’s ad campaign.
Factor in any Impulse Good’s advertisement that influence the most.
Table 5- Advertising Appeals
Appeal
Frequency Percent Valid Percent
Cumulative
Percent
Valid Emotion 56 28.0 28.0 28.0
Humor 46 23.0 23.0 51.0
Aspiration 31 15.5 15.5 66.5
Music 18 9.0 9.0 75.5
Transformational 12 6.0 6.0 81.5
Dramatization 17 8.5 8.5 90.0
Animation 20 10.0 10.0 100.0
Total 200 100.0 100.0
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Graph 6- Advertising Appeals
Interpretation-From the above graph we can infer that Emotion is the most influential
advertising appeal in any Impulse goods advertisement. Humor is the 2nd
most influencing
appeal in impulse goods advertisement. Aspiration is the 3rd
most influencing appeal in
advertisements.
Brand name is easy to recall with its punch line/ Jingle.
Table 6- Brand Recognition
Brands
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Cadbury 74 37.0 37.0 37.0
Britannia 26 13.0 13.0 50.0
Pepsi 18 9.0 9.0 59.0
Parle 9 4.5 4.5 63.5
Mentos 35 17.5 17.5 81.0
ITC Bingo 10 5.0 5.0 86.0
Lays 12 6.0 6.0 92.0
Coke 16 8.0 8.0 100.0
Total 200 100.0 100.0
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Graph 7- Brand Recognition
Interpretation- Above Bar diagram shows that, Cadbury is having highest brand
awareness with 74 respondents. Mentos other brand in the Confectionary is the second
leading. In Biscuits , there is more brand awareness of Britannia than Parle with respect
to recalling punch lines and Jingles. In Cold- drinks, Pepsi is leading with 18 respondents
and Coke has 16. In Chips, Lays is leading than Bingo in brand awareness.
Chi- Square Test
Do you try a brand/ product immediately after seeing its advertisement?
Table 11 - Frequency
.
Hypothesis-
(H0) : There is a significant impact of advertisement on Purchasing of Impulse goods.
(H1) : There would not be any significant impact of advertisement on Purchasing of Impulse
goods.
Level of significance is 0.05 and degree of freedom is 1
Factor Observed N Expected N Residual
Yes 106 100.0 6.0
No 94 100.0 -6.0
Total 200
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Interpretation-
There is a association or significance difference with the impact of advertisement respect to
purchasing of Impulse goods.
The above table depicts the number of respondents who prefer to try a Brand Immediately
after seeing its Advertisement. Chi square test has been applied to find out if Advertisement
has a significant Impact in case of Impulse goods purchase at 5% level of significance.
Hypothesis: “Adverting has a significant impact in case of purchasing of Impulse goods”
The above table explains that based on the chi-square test, with the value of 0.396 there is
a significant Impact of Advertising on purchase of Impulse goods at 5% level of
significance and hence Hypothesis is accepted and Alternate Hypothesis is rejected.
Thus, Advertising has an impact on the purchase of new brands in the impulse goods
category . As there is stiff competition in impulse purchases ,companies use advertising as
a tool to differentiate their products from the competitors and create brand recognition.
More advertisements of the same brand affect on buying decision.
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 111 55.5 55.5 55.5
No 89 44.5 44.5 100.0
Total 200 100.0 100.0
Table 13- Advertising of a same brand
Graph 9- More Advertising of same Brand
10) Do you try a brand
immediately after seeing its
advertisement?
Chi-Square .720a
Df 1
Asymp. Sig. .396
Table 12- Chi-square value
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Interpretation- From the above pie- chart we can infer that, 111 respondents say that more
Advertisement of the same brand affect their buying decision in case of Impulse
goods. More advertisements increases visibility of the brand and increases brand
awareness. That is why all companies in the Impulse goods categories like Confectionary,
Chips, Cold-drinks and Biscuits spend heavily on different ad campaigns through out the
year. Still, 89 do not get influenced with more advertisements of the same brand.
In- store merchandising of the products at retailers shelf affecting buying decision.
Table 14- In- store Merchandising
Graph 10- In-store Merchandising
Interpretation-
From this pie-chart we can infer that, 155 respondents feel that In-store merchandising at
retailer’s shelf affect their buying decision. Companies give lot of attention to increase In-
store Merchandising at the retailers shelf in case of Impulse goods. 45 respondents feel that
In-store merchandising does not affect their buying decision.
Factor Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 155 77.5 77.5 77.5
No 45 22.5 22.5 100.0
Total 200 100.0 100.0
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Cross- Tabulation
Table 15- Cross Tabulation Frequency
Hypothesis-
H0- Television is the most effective medium of advertisement in case of Impulse goods
purchase.
H1- Television is not the most effective medium of advertisement in case of impulse goods
purchase.
Level of significance is 0.05 & degree of freedom is 3.
Interpretation-
There is a association or significant difference in case of Television being the most effective
medium of Advertisement in case of Impulse goods.
The above table depicts the number of respondents who are influenced by Advertisements
and who are influenced by Television Advertisements. Chi square test has been applied to
find out if Television is the most effective medium of Advertisement of Impulse goods at 5%
level of significance.
Hypothesis: “Television is the most effective medium of Advertisement in case of Impulse
goods purchase”
The above table explains that based on the chi-square test, with the value of 0.118 , there is
no change that Television is the most effective medium at 5% level of significance and
hence the hypothesis is accepted and Alternative hypothesis is rejected.
1)Does Advertisement Play an Important role in your Buying Behavior * 4) Which
media in advertisement drive you the most to buy Impulse goods? Cross tabulation
5) Which media in advertisement drive you the most
to buy Impulse goods?
Total Television Radio Print Media Outdoors
2) Does
Advertisement Play
an Important role in
your Buying Behavior
Yes 86 13 28 36 163
No 12 4 7 14 37
Total 98 17 35 50 200
Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 5.873a 3 .118
Likelihood Ratio 5.815 3 .121
Linear-by-Linear
Association
5.281 1 .022
N of Valid Cases 200
Table 16- Chi-square cross tabulation
a. 1 cells (12.5%) have expected count less than 5. The
minimum expected count is 3.15.
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Hence, Television is the most effective medium of Advertisement in case of impulse
goods purchase.
Conclusion
It has been proven that Advertisement do play a very significant role in the purchase
of Impulse goods.
In Impulse goods purchase, apart from Advertising Brand, price & Discounts &
Visual Merchandising are the influential factors. Brand awareness is created through
advertisement.
With the research it has been proved that Television is by far the most influential
medium of advertising in case of impulse goods. In India, all the FMCG companies
are investing a huge amount of money on ads just to place its product, create brand
awareness in consumer’s mind. With Innovation , Product differentiation and
creating more and more awareness these brands like Cadbury, Nestle, Pepsi, Lays,
Coke , Parle, Britannia, ITC are competing against each other.
Consumer study shows that maximum respondents think that companies are
advertising to create brand awareness about their products and promoting itself.
Celebrity in any ad of Impulse brand has a significant impact on consumer.
With the help of this research it has been found out that Cadbury’s Ad campaign-
Kuch Mitha ho jaye is the most effective campaign. It really changed the consumers
perception about chocolates and created a benchmark for the brand in the
Confectionaries. In chips, ITC Bingo’s Ad campaign is the most effective and overall
2nd
most effective.
Emotional appeal is the most effective appeal in impulse goods purchase followed by
the Humor appeal.
In soft drinks, Pepsi has more recognition than Coke with its effective Youngistan
campaign though coke’s new Open happiness campaign is liked by the consumers.
In Biscuits, Parle’s campaign is not a success amongst Impulse buying consumers.
In recalling Punch line/Jingle, Cadbury again scored in terms of brand recognition in
confectionaries followed by the Mentos with its humorous punch- line. In biscuits,
Britannia has more awareness than the Parle with respect to recalling jingles.
Britannia has focused much on its sonic branding. In soft- drinks, Pepsi has more
recall ability than Coke.
Repeated ad campaigns have a good impact in getting brand awareness for Impulse
goods. Companies in impulse goods never let their customers forget about their brand
with the help of repeat ads.
In –store merchandising plays very important role in influencing buying decision of
the consumers in case of impulse goods.
Further Scope:
Impulse goods category has very intense competition. Marketers use Advertising as a tool to
differentiate their products and create brand awareness. More and more emphasis should be
given by the companies to advertised more on television as it’s the most influential. They can
use Viral Marketing to promote their brands through online.
Companies should focus on building recognition for their brands with continuous
advertisements. Focusing on Above the line & Below the line advertisements.
Volume:01, Number:06, Oct-2011 Page 40 www.theinternationaljournal.org
Trend in Impulse purchases is people are more inclined towards Emotion & Humor based ads
, Thus ,all companies in confectionary, chips, Biscuits & Soft drink should create campaigns
with Emotion & Humor based ads. Coke has just launched a humor themed ad in its Open
happiness campaign which has been accepted quite well.
Parle must focus more on intensifying its television ad campaigns. It has done quite well in
radio ads and print ads.
Though celebrity is more influential in an ad, concept of having mascots is growing faster.
Companies should focus on this concept and develop an unique recognition for their brands.
Innovation with products, with advertising is the key for companies to get more and more
business.
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