1. RESEARCH PROJECT REPORT
ON
“IMPACT OF ELECTRONIC MEDIA (TV) ON CONSUMER DECISION
MAKING PROCESS WITH REGARD TO FMCG SECTOR”
SUBMITTED TO
KANPUR INSTITUTE OF MANAGEMENT STUDIES
(AFFILIATED TO GAUTAM BUDDHA TECHNICAL
UNIVERSITY, LUCKNOW
IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE
AWARD OF THE DEGREE
MASTER OF BUSINESS ADMINISTRATION
(2010-2012)
UNDER THE GUIDANCE OF
(Mr. Altaf Qaiyum)
SUBMITTED BY:
(SAURABH KUMAR)
STUDENT ID-1071470022
MBA BATCH 2010-2012
ON (DATE)

2. CERTIFICATE
This is to certify that Mr. Saurabh Kumar, Roll number1071470022, a student of MBA in
Kanpur Institute of Management Studies, has carried out the research work presented in this
winter training project report titled “IMPACT OF ELECTRONIC MEDIA (TV) ON CONSUMER
DECISION MAKING PROCESS WITH REGARD TO FMCG SECTOR” for the award of Master of
Business Administration from Gautam Buddha Technical University/ Kanpur Institute of
Management Studies for the academic batch 2010-2012, under my guidance.
Name of the Project Guide
Mr. Altaf Qaiyum
HOD
Kanpur Institute of Management Studies Unnao.

3. DECLARATION
I, (Saurabh Kumar), hereby declare that the project work entitled “IMPACT OF ELECTRONIC
MEDIA (TV) ON CONSUMER DECISION MAKING PROCESS WITH REGARD TO FMCG SECTOR”
submitted towards MBA Certificate is my original work and the dissertation has not formed the
basis for award of any degree, associate ship, fellowship or any similar title to the best of my
knowledge.
Place: Kanpur
Date: (Saurabh Kumar)
Roll No.1071470022

4. ACKNOWLDEGEMENT
It gives me great pleasure in presenting the Research Project Report that gives the details of my
project on “IMPACT OF ELECTRONIC MEDIA (TV) ON CONSUMER DECISION MAKING PROCESS
WITH REGARD TO FMCG SECTOR”
I avail this opportunity to express with immense sincerity, my thanks to Kanpur Institute of
Management for giving me the opportunity to work upon this project. It has been aver
informative part of my academics.
Before I personally thanks all those who guided me in the successful completion of my final
research report. I would humbly accept that the time and arena in which I had to trigger myself
off for a win, was mostly aiding and helpful.
I express my gratitude to my Guide Mr. Altaf Qaiyum, Faculty of ‘INTERNATIONAL
BUSINESS’. Whose valuable guidance always proved very profitable and made my efforts
successful. I would also like to thank my parents, teachers and associate for helping me in
various ways.
SAURABH KUMAR

5. TABLE OF CONTENTS
S.NO. DESCRIPTION PAGE NO.
EXECUTIVE SUMMARY
1 INTRODUCTION 1-6
2 MEDIA SELECTION, PLANNING AND SCHEDULING 7-9
3
HISTORY OF INDIAN TELEVISION INDUSTRY
10-14
4 SPECIAL MERITS OF TV 15-16
6 SPECIAL DEMERITS OF TV 16-17
7 PANAROMA OF MEDIA SCENE IN INDIA 18-22
8 IMPACT ON THE CONSUMER BEHAVIOUR 22-24
9
THE BUYING DECISION PROCESS
24-29
10
STRUCTURE
30-38
11
ANALYSING SECTORS: FMCG INDUSTRY
38-48

6. 12
RESEARCH OBJECTIVES
49
13
LIMITATIONS
49
14 RESEARCH METHODOLOGY 50
15 OBJECTIVE OF RESEARCH 51
16
RESEARCH DESIGN
51-63
17 DATA ANALYSIS AND INTERPRETATION 64-81
18 FINDING AND RECOMENDATION 82
19
CONCLUSION
83-84
20 ANNEXURE 85-88
21
BIBILIOGRAPHY
89

7. LIST OF TABLES
TABLE
NO.
DESCRIPTION
PAGE
NO.
1 Dealing With Fmcg Products 64
2
Do you comfortable with the distribution channel for transporting FMCG
products from wholesalers up to you
65
3 Mode Of Transportation For Bringing Products From Companies 66
4 Mode Of Transportation Satisfying Your Customers 67
5 How many branded FMCG products from the following have you sold till know 68
6
Do you satisfied with the criteria’s adopted by the companies for distributing
products in all areas
69
7 Source Of Contact With The Producers In Emergency Delivery 70
8 How satisfied are you with the delivery of all products 71
9 Delivery promptness 72

8. 10 Do You Agree With The Cost Of Distribution Fixed By Companies 73
11 Satisfied With Overall Sale Of Your Shop 74
12 Satisfied With The Availability Of Product In Your Shop According To The
Demand Of Customer
75
13 What Kinds Of Media Does U Consider Are More Believable For Fmcg
Products
76
14 When looking at an advertisement, which type of advertising message do you
prefer?
77
15 Do you skip commercial breaks on television? 78
16 Did a product with a good advertisement, but poor quality, ever disappoint you 79
17 Is it easy for the TV commercials to convince you to buy certain products 80

9. EXECUTIVE SUMMARY:
The present repot is prepared for the partial of M.B.A and as a part of curriculum. The survey is
an attempt to determine and “IMPACT OF ELECTRONIC MEDIA (TV) ON CONSUMER DECISION
MAKING PROCESS WITH REGARD TO FMCG SECTOR” To pursue research area are Lucknow was
chosen where the survey conducted through personnel interview.
The data collection is an analyzed and some practical tools were applied to get inferences from
the survey. The results are printed in the graphs and diagrams.
The research report has two sections in its first section company and industry profile is given,
where as second Research Methodology is given which includes samples design, analysis on
sample and presentation is in the form of diagram and charts.
Finally some suggestions with respect to the survey for the future improvement is given to
improve the survey because their competitors have also taken up the surveys.
At the end of the report limitations, SWOT analysis, conclusion of the research and Appendix
and Bibliography