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Radio (FM) Advertising and Consumer Behavior Radio (FM) Advertising and Consumer Behavior Dr. Mahesh Mukund Deshpande Radio (FM) Advertising and Consumer Behavior India | UAE | Nigeria | Uzbekistan | Montenegro Radio (FM) Advertising and Consumer Behavior Dr. Mahesh Mukund Deshpande Copyright 2019 by Dr. Mahesh Mukund Deshpande First Impression: 2019 Radio (FM) Advertising and Consumer Behavior ISBN : 978-81-943209-7-5 Rs. 650/- No part of the book may be printed, copied, stored, retrieved, duplicated and reproduced in any form without the written permission of the author/publisher. DISCLAIMER Information contained in this book has been published by Empyreal Publishing House and has been obtained by the author from sources believed to be reliable and are correct to the best of his knowledge. The author is solely responsible for the contents of the articles compiled in this book. Responsibility of authenticity of the work or the concepts / views presented by the author through this book shall lie with the author. The publisher do not take any responsibility for the same in any manner. Errors, if any, are purely unintentional and readers are requested to communicate such error to the author to avoid discrepancies in future. Published by: Empyreal Publishing House Acknowledgements First and foremost, I am very grateful to my Guide Prof. Dr. M. M. Wankhede offered me an opportunity to study the topic of my thesis and also guided me untiringly from time to time. I heartily thanks for his guidance, support, encouragement and patience. My Sincere thanks to Shri. N. C. Joshi, the Founder-Director of Institute of Science, Poona and Dr. Babanrao Taiwade extended help me by making various literatures, books and research magazines available time to time. I must thank my learned colleagues Dr. Roopali Kudare, Dr.Shriram Kulkarni and Prof. Ashok Kumbhar, Anand Yadav who have whole-heartedly helped me to collect the primary data. They were more than enthusiastic help me in various aspects in completing this work as well. I again thank to my brothers Adv.Unmesh,,Dr.Manoj, Prof.Kiran,Sister Prof.Varsha & colleagues Dr.Sharad Patil, Mr.Aslam Shaikh, Prof.Renuka Wanarase, prof.Aarti Kulkarni and Dr. Omkar Gadre, Adv. Dixit ; they have encouraged me from time to time in achieving knowledge. This work is the outcome of their all-time blessings. I have to thank my wife Mrs. Shubhada Deshpande, Son Shaunak, Daughter Saumini and helped me by managing home life systematically without disturbing me during my study. Lastly, my special thanks to all respondents, home appliances distributors, marketing heads of all FM channels participated in my study by giving their responses and precious time as well. Finally, I dedicate this thesis to my parents: mother Late Sunanda Deshpande and father Late Shri. Mukund Deshpande. Deshpande Mahesh Mukund IV Table of Contents ACKNOWLEDGEMENTS IV TABLE OF CONTENTS V CHAPTER - 1 INTRODUCTION 1 – 29 CHAPTER - 2 REVIEW OF LITERATURE 30 – 45 CHAPTER - 3 DEMOGRAPHY OF PUNE CITY 46 – 62 CHAPTER - 4 RESEARCH METHOLODGY 63 – 72 CHAPTER - 5 DATA ANALYSIS AND INTREPRETATION 73 – 109 CHAPTER - 6 FINDINGS 110 – 114 CHAPTER - 7 CONCLUSIONS AND RECOMMENDATIONS 115 – 117 CHAPTER - 8 BIBLIOGRAPHY 118 – 129 LIST OF TABLES 130 – 132 LIST OF FIGURES 133 - 134 V Radio (FM) Advertising and Consumer Behavior CHAPTER - I INTRODUCTION 1 Radio (FM) Advertising and Consumer Behavior 1.1 PREFACE Gaining market share is the main objective for domestic home appliances companies involved in sales marketing of specific products. However, deciding on the right marketing strategies is challenging due to numerous factors influencing customer purchasing decisions. It is therefore important to understand the customer values and the major preferences, for instance the quality versus price, levels of services, brand loyalty, distribution channels. This study researches customer behavior in a specific market and product area as well as influence of radio advertising on customer buying behavior. “Domestic appliance is usually defined as a large machine which accomplishes some routine housekeeping task, which includes purposes such as cooking, or food preservation, in house hold, institutional, commercial or industrial setting.” Major appliances have become more technically complex from the control side recently with the introduction of various Energy labeling rules across the world. This has meant that the appliances have been forced to become more and more efficient leading to more accurate controllers in order to meet the regulations. The home appliances industry has played a major role in the growth of economy in the west zone of world in last two decades. Major players like LG, Electrolux, Whirlpool, Philips and Sansui made large investments for setting up modern, large capacity manufacturing plants in the United States and Europe, to take advantage of economies scale. Japan and Korea were the other countries that made rapid strides in this field. In the 1980s, most of the corporations realized that their markets in Europe and USA were saturated. The entry of multinationals in the Asian markets has been representative of such globalization trends. Leading international home appliances companies targeted the India along with the China as a key investment opportunity in all areas. Developing countries with high population growth rates and rapidly expanding incomes became their targets. In 2005, approximately 210 million units of appliances were sold worldwide, generating more than $50 billion in revenue for the manufacturers. Multinational companies continued to focus on India as a manufacturing hub for consumer appliances. Panasonic aggressively expanded its retail foot print; LG and Samsung were already manufacturing most of their home appliances in India. Retail stores offered attractive financing options to buyers of home appliances in India. Financial schemes are helpful for salaried consumers to buy products in small equated monthly installments. Products such as Refrigerators, A.C., Toasters, Atta maker, Radio, are generally thought of as “Domestic home appliances”. There are more than hundred types of domestic home appliances that are traded in Pune city. Generally these home appliances divided in to three categories, Major home appliances (white goods), small appliances (brown goods), and TV like appliances are considered as consumer electronics appliances or (brown/shiny goods). Pune is a big market for all types of domestic home appliances. Different type of market trends are handled by the distribution channels. Competition in market is also high in Pune city due to this different promotional strategies are handled for product awareness. Customers are basically classified into four categories platinum, gold, iron and lead for domestic home appliances. Study of consumer behavior, types of customers in market, promotional mix used by distribution channel, customer relationship affects on domestic home appliances sale. Promotion is one of the main components of marketing mix, it is essential to complete the sales process. Communication is one of the components of promotion mix; if a business cannot effectively communicate its message to public it will not close sales. This aspect of marketing involves actually advertising to customers and selling them Product. Effective advertising is done by getting word or phrase related to products and services. Dennis Mc-Quail (1983) defines “communication is process which increases commonality but requires element of commonality for it to occur at all.” Specially, it talks about the significance of mass media how it affects the individual and society rather than focusing on definition and models in general.1 1MC Qual’s mass communication Theory Dennis McQail (1983) 2 Radio (FM) Advertising and Consumer Behavior Advertising is component of retail promotion mix and use of internal and external public relation offices to generate favorable publicity and reply to media information requests. ‘Advertising is paid; non-personal communication transmitted through out of store mass media by identified sponsor’. Out of store mass media includes- Newspapers, Radio, TV, the Web and other mass communication channels, rather than personal contacts. In store communications (such as displays and audio announcements) are considered sales promotion. Identified sponsor advertising clearly divulges the sponsor’s name unlike publicity. Promotion of trade was done in USA (18th century), notice board of wines placed outside houses. Although Marconi received the noble prize, for invention of Radio in (1909).Radio stations were running up in world’s major city by late 1920s.Countries like, America, Australia, Britain, Canada etc, immediately allowed radio become a commercial medium with minimal government regulation. Radio broadcasting pioneered in India in 1924. Businessman in Mumbai started Indian broadcasting company with stations at Mumbai and Calcutta in 1927. Government of India took over in 1930, due to failure of company. A separate department started by Government known as Indian Broadcasting Service was opened. This service is known as “All India Radio” placed under separate ministry. Commercial advertisements introduced in All India Radio (AIR) since November 1967.Commencement started from Bombay and Nagpur channel with ‘Vividh-Bharati’ on experimental basis. Advertisements are accepted in any language as tape recorded “SPOTS” of 15 sec. to 30 sec. Steady rise in gross revenue by commercial services were went up from 1967 to 1977 was Rs. 2.96 Corers to Rs 38.21
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