(Affiliated to D.A.V.V, Indore)
SYNOPSIS OF MAJOR RESEARCH PROJECT
“THE IMPACT OF RADIO ADVERTISEMENTS ON BUYING BEHAVIOUR OF URBAN CUSTOMERS”
GUIDED BY : SUBMITTED BY: Dr. DEEPAK TALWAR VISHAL CHAWLA [PhD, Assistant Professor] MITM MBA III-SEM, MITM
3. CONCEPTUAL FRAME WORK
4. REVIEW OF LITRETURE
5. RESEARCH METHODOLOGY
6. LIMITATIONS OF STUDY
This study aims to analyze the impact of radio advertisements on urban customer towards buying behavior in retail stores and attempts to determine the role of radio advertising on broadcasting of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on descriptive investigation. ADVERTISEMENT - The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. The non personal component means that advertising involves mass media (e.g. radio, magazines, newspapers etc.). Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc. of any product or service. Thus, we can say, advertising consists of all activities involved in presenting a sponsored message regarding a product, service or an idea.
RADIO - An electronic receiver that detects and demodulates and amplifies transmitted audio signals.
RADIO ADVERTISEMENTS - It is the presentation and promotion of ideas, goods and services through radio as advertising medium. In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Radio advertising is one of the tools of advertising which is effectively used for communication and positioning
BUYING BEHAVIOUR - Buying Behavior is the decision processes and acts of people involved in buying and using products. In other words it is the process by which individuals search for information about the product , select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants.
Radio is the most involving and powerful promotional medium. Radio’s ability to create dynamic promotional concepts, to build anticipation and generate excitement, to magnetize the audience and the exhilaration radio delivers for both audience and advertisers is unparalleled.
Radio has made a comeback in the lifestyles of Indians. Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players .The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market in India is Rs 300 crores and is expected to achieve the highest...