PROJECT REPORT

(SUBMITTED FOR THE DEGREE OF B.COM. HONOURS IN ACCOUNTING & FINANCE UNDER
THE UNIVERSITY OF CALCUTTA)

TITLE OF THE PROJECT :-

A STUDY EFFECTIVENESS OF ADVERTISING ON CONSUMER MIND

SUBMITTED BY

NAME OF THE CANDIDATE : TANUSHRI MONDAL

REGISTRATION NO. : 443 – 1211 – 0209 - 22

CU ROLL NO. : 221443 – 11 - 0009

NAME OF THE COLLEGE : PURASH KANPUR HARIDAS NANDI MAHAVIDYALAYA

SUPERVISED BY

NAME OF THE SUPERVISOR : PROF. AMITAVA GHOSH

NAME OF THE COLLEGE : PURASH KANPUR HARIDAS NANDI MAHAVIDYALAYA

MONTH & YEAR OF SUBMISSION :

MAY 2025
 SUPERVISOR’S CERTIFICATE

This is to certify that MISS. TANUSHRI MONDAL, a student of B.Com Honours in Accounting & Finance in
business of PURASH KANPUR HARIDAS NANDI MAHAVIDYALAYA under the University of Calcutta
has worked under my supervision and guidance for his project work and prepared a project report with the title
“A STUDY EFFECTIVENESS OF ADVERTISING ON CONSUMER MIND”

The project report, which he is submitting is genuine and original, works to the best of my knowledge.

DATE: ………………

PLACE :

SIGNATURE:……………………

NAME: PROF. AMITAVA GHOSH

DESIGNATION : PROFESSOR

NAME OF THE COLLEGE : PURASH KANPUR HARIDAS

 NANDI MAHAVIDYALAYA

STUDENT’S DECLARATION

I hereby declare that the project work with the “ A STUDY EFFECTIVENESS OF ADVERTISING ON
CONSUMER MIND” Submitted by me for the partial fulfillment of the degree of B.Com. Honours in
Accounting & Finance in business under the University of Calcutta is my original work has not been submitted
earlier to any other University / Institution for the fulfillment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report from any
earlier work done by others or by me. However, extracts of any literature which has been used for this report
has been duly acknowledgement providing details of such literature in the references.

SIGNATURE :-

NAME :- TANUSHRI MONDAL

CLASS :- B.COM HONOURS 3rd YEAR

CU REGISTRATION NO :- 443 – 1211- 0209 - 22

CU ROLL NO :- 221443 – 11 - 0009

COLLEGE ROLL NO :- 74

DATE :-

PLACE :-
 CHAPTER – 1
INTRODUCTION
 1.1 STUDY OF INTRODUCTION

Consumer perception is a complex phenomenon. A well design persuasive advertisement

and a positive frame of mind of a consumer perception always tempted the individual in influencing his / her
buying behavior. Because of its unique traits of flexibility, interactivity, and personalization, the internet has
developed immensely interms of both applications and users. It has proven to be an extremely valuable
instrument for communication ,education, entertainment and electronic commerce.

Information technology’s revolutionary shift has a significant impact on people’s daily life. It
has changed the way we conduct business by allowing businesses to offer an endless selection of items and
services to all consumers worldwide at any time. The Internet has become the most important direct marketing
medium for global market place, with enterprises using it to sell their products and services.

The World Wide Web transformed the internet from a difficult-to-use tool for academics and
technologists to a simple tool for businesses and consumers to discover information. Consumers now have more
discretion over how they obtain information about products and services thanks to the Internet. There are
several factors that influence consumers’ desire for online content. Consumers choose when, where, what and
how much commercial content they want to watch. Consumers may now access and endless range of products
and services from companies all over. world via the Internet, which has lowered the amount of time and effort
they spend shopping.

Individual behaviors and responses to online information and advertisements are influenced
by the goal that consumers have in mind when searching for information online. Because of the rapid progress
of computer technology, many businesses have used the internet in their advertising media mix to take
advantage of online capabilities. Because marketers discovered that the internet provides them with more
flexibility and control over their advertising materials, it has become popular advertising platforms. Because the
internet can be used to effectively communicate marketing messages, both academic and practitioners are
interested in learning how to maximize the value of this communication services.

A set of ideas that made sense a century ago shaped the modem perspective on shopping.
Some of these old-fashioned ideas are people shop for dollar value, which shopping decisions make practical
sense or that shopping is mostly about acquiring needed goods and services. The new mode of thought in the
shopping environment is no longer sufficient to identify simple customer demand and try to satisfy them.
Modern shoppers buy things to reward themselves, to satisfy psychological needs or to make themselves feel
good. Modern shoppers buy things because they are expensive.

They buy things to make a statement, to show off their personality or to boost their self
esteem, Purchased item have become an affirmation of the psyche. Retailers need to change in order to suit the
modern shopping behavior. It is no longer sufficed to see a shopper as a rational creature making decisions, It is
no longer enough to think that the shopper acts in a way that makes sense from an economic of logical point of
view.

1.2 STATEMENT OF THE PROBLEM

Advertisers are likely to alter their focus and spend millions more on internet
Advertising in the future yeats than on TV, print ads, and other traditional media. Company web sites, corporate
logos, email messages, pop-ups, banner ads, Skyscraper ads, buttons, interstitials , hyperlinks, dynamic media,
and interactive Games are all examples of internet advertising in general.

With the rapid advancement of technology, the internet is increasingly becoming A one-
stop shop for consumers in order to meet the majority of their Needs. Whether its for communication,
entertainment, shopping, or finding Information, the internet is a one- stop shop for all their needs. As a result
many Consumers use internet are glued to their computers and utilize it on a regular Basis. The issue is that a
large number of consumers are online everyday for Personal reasons, but do they notice the advertisements,
banners, and other Forms of advertising.
 Internet advertising is a vital instrument for stimulating consumer mind by Informing or
reminding them about things, but it must also encourage them to buy Those products. In marketing, this is
crucial. Further companies may utilize social Media to advertise their products, create relationships with
customers, and better Understand their needs. The study and research on social media and Entrepreneurship
growth indicated that social media tools serve a variety of Functions for SMEs and that the tools can be
implemented innto a variety of Operational responsibilities. There have been a number of studies on internet
Advertising, but there have been fewer on online advertising and its Consequences on consumer behavior. The
goal was to fill a knowledge gap by Determining the impact of online advertising on consumer mind.

CHAPTER -2
LITERATURE REVIEW
 Fareena et al.(2002) investigated the factors that influence buyer trust in e-commerce. According to
the findings website attributes do have a considerable impact on trust perceptions. They discovered that buyer
characteristics such as previous participation with the company were important. The internet ,as well as a single
website ,have an impact on trust ratings .The pivotal trust is an intervening variables between site, shopper
attributes, and the study’s findings that trust is an intervening variables between site, shopper qualities , and the
study’s findings that trust is an the intention of the customer is to act in a certain way. The focus also aids in the
comprehension of the measures of faith.

SaikatGuha et al. (2012),web advertising supports a variety of internet administrations such as

search, email ,and social media. There are numerous concerns about the security risks associated with client
focused on. However, nearly no free considers how advertising systems work, notably in the United states,
Advertising –related systems it proposed new, more powerful metrics. Enormous amount so agitation ,which is
inevitable in the appropriation of advertisements, recognizes estimation moderating methods , as well as hazards
and ancient rarities.

Newman et al.(2004).Their purpose was to Focus on the impact of banner advertising and website
consistency on customer Perception of a brand’s website. They reasoned that standard advertisements Should be
consistent. Certain buyer characteristics as well as the website brand, Should be evaluated .Those who created it
have contributed to the successful Management of brands and the promotion of them on the internet.

Korgaonar et al. (2001), person involved in web promotion saw it as Offering valuable product
knowledge, boosting their social role and image, Upgrading their pleasure, and not being deceptive They also
discovered that Participants who were interested in web advertising had a good opinion regarding it And a
lower income level Those who are actively involved are more likely to notice Web advertising.

The internet is often offered to as the network of a communication medium made possible by computers
and networks. People exchange all kinds of information in Innumerable social contexts on the Internet. The
internet is a communication system That utilize a computer and a modem to gather information from all over
the world. It Is composed of tens of millions of computers all connected allowing a person to Get information
that previously was in accessible or took a long time to access. The internet is a fluid and dynamic environment,
that it has no definite Boundaries. Its limitation are imposed only by available software and hardware
Technology.

Novak and Hoffman, the Internet uses a model of distributed computing that facilitates interactive
multimedia many-to-many communications. The internet supports discussion groups, multi- players and
communications systems chat, file transfer, electronic mail and global information access and retrieval systems.
Firms communicate with their customers through media. Traditionally, these media follows a passive one-to-
many communication model, through marketing efforts that allow limited forms of feedback from the
consumers. The Internet revolution has dramatically altered advertising and communication media. According
to Wang the Internet as a marketing media has the potentials to radically change the way firms do business with
their consumers.

Mendez and Leiva (2015) decided the adequacy of web publicizing on various locals under the web
reasoning in the cordiality and tourism industry. Study is directed of the sort of components contained ina
standard utilizes as a part of various e tourism device have a more noteworthy influence on the consideration of
potential more.In addition, these distinctions have been surveyed by variables for arranging potential sightseers.
With a specific end goal to accomplish this goal, a blended trial configuration was delivered, taking after an eye
following technique and a self regulated poll. Some outstanding results uncovered that visitors take longer
periods and higher earlier fixations to see the content than the picture. It was found that members fixate first on
the static standard.

Punnet Manchanda et al; inspected this article concentrates on whether standard .Kipublicizing
influences obtaining designs on the internet. Utilizing a behavioral databases that comprises of client buys at a
web sites along side individual promoting presentation, the creators measure the effect of standard publicizing
on Current client’s probabilities of repurchase , while representing length reliance. The probability model of a
present customer making a purchase in any given week with a survival model that uses an adaptable, piecewise
exponential hazard function. The outcome demonstrated that the quantity of exposure, number of web
destinations, and number of pages all positively affect rehash buy probabilities, through the quantity of one of a
kind imaginative has a negative impact.

James Mathew et al; opined that web advertising is an innovative type of promoting that numerous
organizations everywhere throughout the world are wandering into, with the end goal of informing shoppers of
their items and administrations. Studies have demonstrated that web have impact on customers than whether
other broad communications with regard to settling on buy choices. As per Dever “ the web is the most
peruassive in the shopper acquiring choice procedure than exhortation from companies and whatever other
medium for example, television, newspaper…66% of online buyers consider the web helping them settle on
obtaining choice contracted with 61% from computers, family and 42%fromtelevision.

CHAPTER – 3
OBJECTIVE OF STUDY
 3.1 OBJECTIVES OF STUDY

The following goals are part of the study’s design:

1. To measure the effectiveness of advertising to generating buying consumer’s mind.

2. To measure the effectiveness of advertisement in socio economic variables in generating b.

consumer’s mind.

3. To identify the factors influencing most preferred by consumers.

3.2 SCOPE OF THE STUDY

With introduction of internet in our daily life, it has evolved into a must for everyone. People utilize the
internet for a variety of purposes. The internet is no longer only a way for individuals to access information. It
has now evolved into the most powerful medium for people to communicate, entertain themselves and shop.
Everyday, several new websites are launched in various categories such as news, e-commerce, information,
communication and entertainment.

3.3 NEED OF THE STUDY

 Advertising on the internet is almost a necessity for modern businesses, especially those that do business
outside of their local community, internet advertisings nearly arequirement. As with radio, television,
periodicals and newspaper, consumers utilize the internet for more than just amusement or information.

3.4 LIMITATIONS OF THE STUDY

 The study is based on effectiveness of advertisement on consumer Mind.

 Few of respondent do not co-operate in furnishing the information.

 Time is very short; just one hundred and nineteenth respondents are taken.

CHAPTER – 4

RESEARCH METHODOLOGY
 4.1 INTRODUCTION

Research in common refers to search for knowledge .One can also define research as a scientific and
systematic research for pertinent information on a specific topic. In fact, research is an art of scientific
investigation.

4.2 RESEARCH DESIGN

The combination of both descriptive and exploratory research design has used for this study

4.3 Source of Data

The research uses both primary and secondary data.

4.3.1 Primary Data

Primary data are generally information generated by the researcher for the purposes ofthe project
immediately at hand. When the data are collected for the first time, the responsibility for their processing also
rests with the original investigator.

4.3.2 Secondary Data

Secondary data refers to the information that has been collected by someone other than there searcher
for the purposes other than those involved in the research project at hand.

4.4 Sampling Design

 Sampling design is a definite plan for obtaining a sample from given Population. The sampling
technique was convenience sampling method.

4.5 Sampling Size

Universe is the population whose properties are studied gain information About whole. Here in these
study 200 consumers were taken as sample.

4.6 Tools for Data Analysis

Questionnaire is used for data collection. It contains the objective of the study. Percentage Analysis is a
method which is used for findings the average of collected.

Information, it can be calculated as follows

Percentage= No.of respondents ÷ Total no. of respondents × 100

CHAPTER – 5

DATA ANALYSIS AND FINDINGS

 TABLE 1 – GENDER
GENDER
VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
MALE
FEMALE
OTHER
TOTAL
 TABLE 2 – AGE

AGE
VALID CUMULATIVE
YEAR FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
BELOW 20
YEARS
21 – 30 YEARS
31 – 40 YEARS
41 – 50 YEARS
ABOVE - 50
YEARS
TOTAL
 TABLE 3 – EDUCATION QUALIFICATION

EDUCATION QUALIFICATION
VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
PRIMARY EDUCATION
SECONDARY
EDUCATION
HIGHER SECONDARY
EDUCATION
UNDER GRADUATE
POST GRADUATE
TOTAL
 TABLE 4 – OCCUPATION

OCCUPATION
FREQUENCY PERCENTAGE VALID CUMULATIVE
PERCENTAGE PERCENTAGE
FARMER
STUDENT
PRIVATE JOB
PROFESSIONAL
BUSINESS
OTHER
TOTAL
 TABLE 5 – DO YOU LIKE WHAT KIND OF ADVERTISEMENT

DO YOU LIKE WHAT KIND OF ADVERTISEMENT

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
HOME DÉCOR
KITCHEN PRODUCT
DRESS
OTHER ITEM
TOTAL
 TABLE 6 – VARIOUS MODES OF ADVERTISING

VARIOUS MODES OF ADVERTISING

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
TV
NEWSPAPER
MAGAZINES
INTERNET
TOTAL
 TABLE 7 – INTERNET IS USED FOR

INTERNET IS USED FOR

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
CHATTING AND
SOCIAL NETWORKING
E – COMMERCE
OTHER
TOTAL
TABLE 8 – HOW MANY HOURS SPEND ONLINE ON A DAILY BASIS ?

HOW MANY HOURS SPEND ONLINE ON A DAILY BASIS

FREQUE VALID CUMULATIVE
HOURS PERCENTAGE
NCY PERCENTAGE PERCENTAGE
0 – 1 HOURS
3 – 5 HOURS
5 – 10 HOURS
MORE THAN 10 HOURS
TOTAL
TABLE 9 – HAVE YOU MADE ANY PURCHASES AFTER SEEING ONLINE ADS?

HAVE YOU MADE ANY PURCHASES AFTER SEEING ONLINE ADS

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
MAYBE
TOTAL
 TABLE 10 - DO YOU ATTEND TO ONLINE ADVERTISING?

DO YOU ATTEND TO ONLINE ADVERTISING

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
SOMETIMES
TOTAL
 TABLE 11 – WHAT DO YOU THINK ABOUT ADVERTISING?

WHAT DO YOU THINK ABOUT ADVERTISING

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
ENTERTAINING
IRRITATING
WASTE OF TIME
TOTAL
TABLE 12 – DOES ADVERTISING AFFECT YOUR PURCHASE DECISION

DOES ADVERTISING AFFECT YOUR PURCHASE DECISION

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
MAYBE
TOTAL
TABLE 13 – HOW MUCH INFLUENCE DO YOU FEEL ADS HAVE ON YOUR BUYING BEHAVIOUR?

HOW MUCH INFLUENCE DO YOU FEEL ADS HAVE ON YOUR BUYING BEHAVIOUR
VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
LARGE
MEDIUM
SMALL
TOTAL
 TABLE 14 – WHAT TYPE OF ADS DO YOU LIKE MOST?

WHAT TYPE OF ADS DO YOU LIKE MOST

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
MOVABLE
IMMOVABLE
TOTAL
TABLE 15 – IMPORTANT FACTOR DOING ATTENTION IN ONLINE ADVERTISING

IMPORTANT FACTOR DOING ATTENTION IN ONLINE ADVERTISING

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
PRODUCT
PRICE/COST
PACKAGING
 QUALITY
QUANTITY
TOTAL

TABLE 16 – THIS ADVERTISEMENT IS VERY ATTRACTIVE TO YOU

THIS ADVERTISEMENT IS VERY ATTRACTIVE TO YOU

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
SOMETIMES
 TOTAL

TABLE 17- ADVERTISEMENT CREATES AN IMPRESSION FOR A BRAND

ADVERTISEMENT CREATES AN IMPRESSION FOR A BRAND

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
POSITIVE
NEGATIVE
 BOTH
NONE

TABLE 18 – WHERE ARE ADVERTISEMENT MOST EFFECTIVE ?

WHERE ARE ADVERTISEMENT MOST EFFECTIVE

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
SOCIAL MEDIA
WEBSITE
OTHER
TOTAL

TABLE 19 – WHAT DO YOU THINK ADS ARE INFORMATIVE?

WHAT DO YOU THINK ADS ARE INFORMATIVE

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
 YES
NO
MAYBE
TOTAL

TABLE 20 – ADS ALWAYS GIVE PROPER INFORMATION ABOUT THE PRODUCT

ADS ALWAYS GIVE PROPER INFORMATION ABOUT THE PRODUCT

FREQUENCY PERCENTAGE VALID CUMULATIVE
 PERCENTAGE PERCENTAGE
YES
NO
SOMETIMES
TOTAL

TABLE 21 – WHEN ADS MOST IRRITATE YOU

 WHEN ADS MOST IRRITATE YOU
VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
ONLINE APP
TV SERIAL
SPORTS
MOVIE TIME
OTHER
TOTAL
 TABLE 22 – IS ADS IMPROVE YOUR KNOWLEDGE?

IS ADS IMPROVE YOUR KNOWLEDGE?

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
INCREASE
DECREASE
BOTH
NONE OF THESE
TABLE 23 – WHERE YOU GET THE INFORMATION ABOUT THE NEW PRODUCT

WHERE YOU GET THE INFORMATION ABOUT THE NEW PRODUCT

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
ADVERTISEMENT
SHOPKEEPER
TOTAL
TABLE 24 – IS ADS HELP YOU TO KNOW ABOUT THE NEW PRODUCT IN MARKET

IS ADS HELP YOU TO KNOW ABOUT THE NEW PRODUCT IN MARKET

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
MAYBE
TOTAL
 TABLE 25 – IS ADS NEGATIVE EFFECT ON THE PEOPLE

IS ADS NEGATIVE EFFECT ON THE PEOPLE

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
SOMETIMES
TOTAL
TABLE 26 – HAVE YOU SEEN AN ONLINE ADS FOR BRANDS ON SOCIAL MEDIA?

HAVE YOU SEEN AN ONLINE ADS FOR BRANDS ON SOCIAL MEDIA

VALID CUMULATIVE
FREQUENCY PERCENTAGE
PERCENTAGE PERCENTAGE
YES
NO
MAYBE
TOTAL
CHAPTER – 6

CONCLUSION
CONCLUSION

The objective of the study was to determine the effectiveness of advertising on consumer mind using a

sample of people. After analysis of the study findings , that study concludes that the effectiveness of internet

advertising on reach and creation of awareness was determined by the level of knowledge about the existing

plat forms of advertising adopted by various people and time spent on various media. Internet advertising was

effective in providing higher reach and creation of awareness.Inspite of the diverse usage of internet and wide

interaction with various internet advertisements , some people were able to recall. The internet ads they had

seen This implies that the reliability of internet advertising is quite low. According to the findings, internet

advertising has the greatest impact on consumer’s mind, and it is a key component in forecasting Consumer’s

mind. The pleasant association that exists between the mind of the Consumer and online advertising. This

means that businesses should spent more money on internet advertising to increase their market share, as well as

conduct market research on different markets in different countries to ensure that the internet advertising

initiates in place are appropriate for the targeted markets, resulting in increased product purchases.
CHAPTER – 7

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