Impact of Print Media on Consumer Buying Behaviour

I would wish to acknowledge ……University, school of ……..and more particularly to the Department of ……….for offering me this unit, research proposal in compliance with the requirements for award of degree. I also want to thank my supervisor … for assisting me in developing this project proposal to the best of my standard.

I would like to express my sincere gratitude to all who have helped me in completion of my CAPSTONE PROJECT First of all I express my heartfelt gratitude to our Management for having given me a chance to do my CAPSTONE PROJECT at AL Mafraq Hospital .

Studies have shown that people spend more time reading and are more engaged with print publications than with their digital counterparts. Brand and product awareness are also higher with print, as are trust and customer loyalty – which means the customer experience is

Grounded research results, the female customers are the main group of investigation (93.97%). The respondent aged 31-45 form the largest age groups (40.96%) while the ones over 60 are the smallest age groups. The monthly income of respondents is range from 3000RMB to 12000 RMB (68.66%). As well, the most respondents have bachelor educational background (45.78%). Overall, SK-II’s TV advertisements on toner products exert a moderate impact on Chinese customers’ decision of purchase (=2.98). Further, relied on AIDA modal, it could be seen that the SK-II TV advertisements influenced Chinese customer the most in the attention stage (=3.64). TV commercial elements also exert moderate influence on Chinese customers’ purchasing decision on SK-II toner products (=3.18). Specifically, SK-II’s product brands have a high impact on Chinese buyers’ toner purchasing decision (=3.18) while the company’s product presenters and persuasive messages in

I take this opportunity to express my sincere thanks and deep gratitude to all those people who extended their whole hearted co-operation and have helped me in completing this project successfully.

We wish to acknowledgment the help of all those who have provided me information, guidance another help during our training period. Without their help it would have been difficult for us to have reached this state of completion of our project report.

I owe a great many thanks to a great many people who helped and supported me during the preparation of this project. My deepest thanks to Lecturer, Ms Rashmi Rai, the Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed.  I express my thanks to the director of Amity School of Business for extending her support. My deep sense of gratitude to Mr Vikash Khanna (Director) and Mr Yashpal, H R Manager, Romsons group of industries, for their support and guidance. Thanks and

Wine is an alcoholic beverage made from fermented grapes or other fruits. The natural chemical balance of grapes lets them ferment without the addition of sugars, acids, enzymes, water, or other nutrients

I will like thank my assigned facultie Mr. Sachin Rajput for his valuable guidance and support. I would like to express our sincere gratitude to my industrial guide Mr. S.R Mahto .. He has been very kind and helpful to me. I would like to express my sincere gratitude to my Guides for their help during the course of the project right from selection of the project, their constant encouragement, expert academic and practical guidance. I would also like to thank my parents without them nothing would have been possible.

With my immense and heartful gratitude I place on record the efforts, inspiring guidance and constant supervision of Dr. Preeti garg in bringing up my project work. I am thankful for giving me her valuable advice and guidance towards fulfilment of the project .

People purchase products and services for a variety of reasons, whether it is for their own personal wants and needs, for family and friends, or for prestige. These consumers vary in age, income, education, and lifestyles. This report briefly discusses the influences involved in consumer purchases and identifies the consumer process used in order to purchase a product or service.

Television is an integral part of our life and the advertisements on it play vital role in changing behavior of consumer through different techniques and patters used in it to persuade the consumers. The youth spent more time in watching television and they are deployed by the ads and satisfied too with the promise the advertisements are making with them. In this study the researcher aims to judge the role of television advertisements on purchase behavior of youth. This research study is done on the youth of Delhi /NCR i.e East Delhi, West Delhi, North Delhi South Delhi and Noida, Ghaziabad, Gurgaon and Faridabad. The study based on 125 youth selected by random sampling method and by applying both qualitative as well as quantitative techniques of research. The hypothesis of the study is that advertisement do play dynamic role in the life of consumers specially youth in brand familiarity. The television advertisements help in making decision related to purchase and better choice.

This paper explores published articles that report on results from research conducted on various methods of persuasion. The articles, however, vary in their definitions and utilization of the methods of persuasion and their relationship with consumers. Based on psychological principles that direct human behavior, Robert Cialdini’s (2007), 6 principals of persuasion suggests that face to face interactions are most effective in emphasizing knowledge and authority. This paper examines Berger and Berger’s (2012) scientific research evidence to substantiate the major role of technology and mass media in the persuasion of consumers. The use of persuasion to control people for the sole benefit of the persuader is examined in Ridout and Franz’s (2011) research of persuasive ads and who is affected by ad exposure. This book also presents evidence to support this research. Shen and Dillard’s (2013) research suggests mass media contributes great influence on the thinking and behavior of consumers’ and is scientifically proven to be the universal source of information. This paper will examine the impact of media coverage of elections and how it persuades the electorates ' behavior, it will explore the effects of mass media on political power and show how media simultaneously disrupts and defends the status quo, including the advantages and disadvantages during election campaigns. Shrum’s (2012) research suggests that marketers integrate products in the media by injecting

Our most sincere thanks to our head of the department Mrs. Urvisha Patel and our project guide Mr. Mayank Chauhan for the kind of co-operation and for guiding, encouraging and motivating us through out in the project.

Today, the increase in the popularity of social networking has changed advertisements on the internet. We are seeing new forms of advertising taking place in the form of apps for phones which are connected to online websites. With advertising seemingly expanding every day businesses wonder, is print media advertising still effective?