REVIEW OF LITERATURE

Advertising is more than a tool for selling goods and services. To formulate the
problem, scientifically and to point out the importance of undertaking this study, it is
essential to present a brief review of researchers undertaking in this area. Although the
review involved a large number of studies only a few studies which have a direct and
indirect bearing in the present study have been reviewed.
Petty (1983) He observed that the undergraduates express their attitude about a product
after being exposed to a magazine advertisement under condition of either high/low
product involvement. The advertisement contained either strong or weak argument for
the product either prominent sports celebrities or any citizen or endorser. These
findings were consistent with the views that there are two relatively distinctive routes
to persuasion.
Kamali (1989) Supports that the enhancement of brand appeal through celebrity
appeal works. In these ads renowned personalities are used to enlarge, reassure the
perspective customers. The ads using celebrity appeals had more brand appeal
enhancing effect than the non-celebrity appeal.
Politz (1990) He found that purpose of campaign most often is to build an impression
of product and service to generate sales, suggesting that campaign most only create
awareness but also should be persuasive. A creative approach combined with persuasive
message high lightning uniqueness of the advertised product also enables the advertisers
to hold a long distance with the shoppers when the advertisement is heard or seen
thereby enhancing its effects on buyer at the time of purchase.
Biel and Bridgwater (1990) He found the commercial liking of a campaign went for
beyond the mass campaign. The more relevant and meaningful commercial felt by
people, the more successful was the campaign. The study further found that minor
involvement and perceived relevance are factors linking commercial linking to
persuasion in first case. Secondly the novel was a function of product category at least
to the extent that for beverages commercial were better liked than any other category.
Strout R (2008) In his case material “Pepsi and Madonna” examines the use of
entertainment personalities in advertising commercial products. The paper demonstrate
the need of the clear evaluation of the celebrity endorser, their public image.
Goddard I Wilbur N (2009) His study provides a starting point for further research on
negative transference in the celebrity endorsement. It is that organization be aware of
the risks associated with using celebrities to endorse their stores and products. Results
provide tentative support for the commonly held belief that a decline in the celebrity’s
image cam impact the image of the brand.
John deighton (2000) his study deals with The effect of adverting on repeat purchasing:
The author examine the repeat purchase effects of an advertising campaign. They draw
on consumer behavior theories of framing and usage dominance to formulate a logic

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choice model for measuring these effects. Their result suggest that advertising campaign
induces repeat purchasing by the consumer they illustrate the magnitude of this effect
and explore potential profitability.
Mickel (1990) Studied entitled the effect of commercial TV. He found that TV
advertisement offer knowledge about new product and it helps them select the best
products.
Sign (1989) his study entitled on Marketing and consumer behavior reveals consumer
behavior have always a scope for research studies, because the attitude and perceptions
of consumer were changing with passage of time. Such type of consumer research
would enable the manufacturers, distributors and dealers to formulate effective sales
and advertising strategies. The manufacturer’s endeavors should attract the public by
offering what they liked the most.
Arunagiri (1990) his study entitled on A study on consumer attitude towards
advertisement. Revealed that advertisement undoubtedly influenced the consumer
behavior and created preference for the advertised brand. Besides consumer awareness
depends price, quality 6and brand. And also more freedom of consumer choice higher
and higher consumer satisfaction.
Kumar (1990) in his project report entitled consumer preference for soft drinks in urban
area of Coimbatore. His objective was the preference of consumer regarding soft drinks
and to know the satisfaction of consumers about quantity availability. Percentage
analysis has been used for majority of male and female consume soft drinks.
Murugesan (1990) in his project report entitled A study of consumer behavior towards
soft drink in Madurai city revealed that the 76.35 per cent of the consumer bought soft
drinks only because they were satisfied with quality. Besides 51.72 percent of the
consumer changed their brands occasionally and 48.28 per cent changed their
preference frequently.
Shanmuga sundaram and Reginalel James (1990) study entitled Demographic and
psychological factors that influence the pattern and selection in soft drink and tetra pack
drinks in Vellore town. The study revealed that gold spot was the most favored soft
drink and the company’s reputation did not act as a reasons or purchasing soft drink.
Television was found to be the most effective medium that influenced the consumers in
the purchase of soft drinks. The study further showed that the tetra pack soft drinks were
found to be the most popular than the bottled ones. The study revealed that among five
major companies that produced and marketed these drinks, Frooti were ranked first
followed by tree top and Aapy.
Rajasekaran (1991) in his study entitled consumer behavior –study conducted with
reference to soft drinks sponsored by soft drinks Pvt. Ltd. Madurai, revealed the buying
pattern of soft drinks by the consumer and the factors influencing his preference. The
study revealed that the middle income group provided the most promissory market.

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Rajesh (1991) project entitled Advertising effectiveness for soft drinks with reference
to pale soft drinks. The main objective of his study is effectiveness of advertisement for
Parle soft drinks. He suggested the majority population not influenced by Parle soft
drink occasionally in rural area ad major population not influenced by paste soft drinks.
Srivastava and Shocker’s (1991) study entitled on soft drinks: A perceptive on its
meaning and measurement. Soft drink consist of size and price. Size is the set
associations and behavior on the part of brand’s customers, channel members and Parent
Corporation that permits the brand to enjoy sustainable and differentiated competitive
advantage. It can be concluded that size refers to the consumer aspect of brand equity
and the price refers to the financial aspect of brand equity and price refers to the
financial aspect of same concept.
Prithi (1999) in her research work a study on the distribution pattern of soft drinks in
Chennai city revealed that most of the children below 15 years liked to consume Fanta,
Frooti and Mango drinks because of their taste and quality. Generally old people in
Chennai city preferred to consume fresh juices, mango or Lemon soft drinks. Further,
college students preferred Pepsi, tetra pack drinks such as Frooti had the best sale in the
city.
Sakuntala Narasimman (1999) he viewed the soft drinks advertisement lead of
misleading habit of the child consumers the advertiser know that consumption habit and
preference developed in childhood get carried into aburtood Coco-Cola drinks contain
synthetic chemical sweetness which are merely empty calories and provide no
nutrients. Sponsorship of sports events like cricket matches the use of sport men as
models in ads contest with attractive prizes.
Nirmala Devi (2001) in her article as “brand management “ say that Pepsi is the lead
brand of soft drink preferred by the rural people which accounted followed by Miranda,
7-up, Fanta, coke, Sprite, Limca, Gold spot etc., more female preferred Fanta followed
by slice and maximum males preferred Pepsi followed by Miranda in the study of rural
area. The source of Brand Awareness of soft drinks is the prominent factor in the rural
area such as word of mouth, advertisement, retailer, and sales promotion.
Matraves (2002) in his study on “European integration and market structure in the soft
drinks industry” concluded that the evidence is consistent with the market size
increased, this raised the incentive for Pepsi to and other concentrate producers to
escalate their soft drinks advertising expenditure. No such escalation observed by later
entrants, indeed the evidence suggested that the Coco-Cola was increasingly their
advertising expenditure even faster.
Sarwade and Babasaheb Ambedkar (2002) in their study on “emerging dimension of
buyer behavior in rural area” said that good quality availability of retail price are the
main factor which influenced the rural consumer of a particular brand of a product.
Retail price, advertisement, word of mouth and shopkeeper are the other factor
influenced the brand of soft drinks in his study area. A study was undertaken to identify

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the popular brands of soft drinks and the factors that contribute to the purchase of it in
the rural area of Tamil Nadu.
Nelson and Moran (2009) in his study on soft drink advertising and consumption in
US concluded that provides evidence for increase in selective demand for distilled
spirits with decreases in soft advertisements and vice versa. This study found significant
relationship between brand advertising and consumption for both soft drinks and
carbonated soft drinks. Similarly, in the case of soft drink consumption expect several
factors such income, age, gender, taste preference, consumption habit, availability plays
an important role in consumption level in addiction to advertising.

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 QUESTIONNAIRE
Personal information:

Name :
Occupation :
Phone number:

Q1.Age
Below 18
18-25
26-35
36-50
Above51

Q2.Gender
Male Female

Q3.Income level?
Below 10000
10000-20000
20000-30000
30000-40000
Above 40000

Q4.Do you drink soft drinks?

Q5.If yes
Daily

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 Weekly
Monthly
Occasionally

Q6.Which brand you drink most?

Q7.Why you have chosen this brand?

Q8.Do you rely on advertisement?

Q9.Does advertisement influenced your brand preference?

Q10.Which medium of advertisement influenced mostly on purchase soft drinks?

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 Radio
Newspaper
Social media

Q11.Which advertisement aspect you remember most?

Q12.Does your favorite celebrity affects your choice of brand?

Q13.Do you change your preference of soft drink product by seeing favorite celebrity
in advertisement?
Yes No

Q14.Do you purchase when your favorite celebrity in it?

Q15.Do you prefer when you get opinion of friends about the soft drink in an
advertisement?
Strongly agree
Agree
Neutral
Strongly disagree
Disagree

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Q16.Do you prefer when you see an advertisement is entertainment?
Strongly agree
Agree
Neutral
Strongly disagree
Disagree

Q17.Do you think of advertisement is necessary for the purchase of soft drink?
Always necessary
Sometimes
Not necessary

Q18.What you looking in an advertisement of soft drink?

Q19.Does the TV advertisement creates brand awareness?

Q20.Which medium of advertisement is most reliable sources of information?

Q21.If you hear the name of a brand through advertisement what do you recall?
Slogan
Color
Celebrity endorser

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 Taste

Q22.Suggestion