See More, See Clear Abstract

Asahi India Glass Ltd. (AIS) is the largest integrated glass company in India, manufacturing a wide range of international quality automotive safety glass, float glass, architectural processed glass and glass products. AIS is jointly promoted by the Labroo family, Asahi Glass Co. Ltd., Japan and Maruti Suzuki India Ltd. AIS have the following three Strategic Business Units (SBUs):

Automotive Glass Unit AIS Auto Glass Float Glass Unit AIS Float Glass AIS Glass Solutions Ltd AIS Glass Solutions

The Indian Glass Industry is still at nascent stage and it is rapidly developing. The glass industry is very organized. The business environment is getting more competitive by the entry of new players beside the three major companies as Saint Gobain, AIS and Modiguard. Problem statement The impact of advertisement on the demand of commodity product specifically Glass is to find out. India is the only country where glass as commodity product is being advertised on TV. But their effectiveness in impacting consumers mind for using more glass is not clear. How the ad affects the market share and perception of the glass in the mind of consumers is to be figured out. Scope of the Study The study will be conducted in India with limited scope of A and B class cities where 80% (building material) commodities are sold. Primary focus of the study will be on Glass. The most of the survey is limited to Mumbai and nearby city around it.

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The Research Problem The research problem is to find out the impact of advertisement on demand of commodity product specifically glass. Research Objective Based on the problem statement, the research objectives are: To find out whether consumers are really involved in Glass buying decision if yes then to what extent? To find out, Are consumers really aware of any Glass or cement Co, brand or Glass products? To find out Does advertising has any impact in the minds of consumers? Can the advertising be measured or connected with a equation to the top and bottom line of the company. Research is going to be descriptive as well as applied in order to achieve the desired objectives. The null hypothesis and the research hypothesis has been developed keeping assumption that the research will be specifically for the commodity product glass and keeping all the factors affecting the glass busying constant other than advertisements. The null hypothesis and alternate hypothesis is prepared to prove the research objectives. After the research study we should be able to judge the above hypothesis by accepting or rejecting it. The result will tell us about the effectiveness of the advertisement on glass (commodity product) and should also explain the awareness on the different glass brands. The Research Design Research is going to be descriptive as well as applied in order to achieve the desired objectives. Most of the objectives will be derived from the primary data after the survey. Focus

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group, stratified sampling technique in A and B class cities particularly Mumbai and its nearby cities will be surveyed. Research approach In this study, both sample survey and statistical approaches will be applied to collect data and establish the relationships between variables of interest. Sources of data Both secondary (documents and records) and primary (a sample survey of customers and channel partners in this case) data sources will be used in this work. Research instrument The structured questionnaire will be used for the survey. The SPSS tool is being used for the analysis purpose. The complete research study will be done in 8 weeks parts.

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Industry Overview
Float Glass Industry in India
India with more than one billion people, one sixth of the worlds total population has become an attractive destination for investment in Glass Industry for some time, it contributes around (6 %) one sixteenth of the worlds total Gross Domestic Product. It is one of the largest economies of the world that had a middle-class consumer market in excess of 300 million people. With increasing purchasing power and development of service sector, India is definitely on the radar of all the glass manufacturing companies Float glass Industry in India is relatively new; the first float glass plant was established as recently as 15 years back. In this period India has emerged an important player in float glass production and today there are six float lines in operation and five new lines are at different stages of completion. It goes without saying that the rapid increase in demand during the late 1990s due to construction activities, in addition to provoking a cutback in exports, charmed some international firms which now are the major producers of float glass in the country. India had been using sheet and lower quality float glass through ages. Secondary processing was negligible with the majority of glass being installed in basic, monolithic form such as casting glasses. Until 1992, only sheet glass was being manufactured in the country, with a limited quantity of float glass being imported. In 1993, the first float glass plant was set. Since then new varieties of float and sheet glass capacities have been added. Against decades of old practice of casting glass in sheets over plain surfaces, the technology of float glass had brought about a significant change in the production and use of glass. The switch from low quality sheet glass with limited range and thickness to the sophisticated float glass took place in just a decade. Totally, the flat glass industry grew by about 90% between 2000 and 2007, resulting in a compound annual growth rate of 11%. The per capita consumption of glass, which was 0.41 kg in 1999, reached 0.80% kg in 2007. The demand for flat glass in India has increased at an average rate of 12 percent to 15 percent each year for the past five years. Respective market
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share of float and sheet glass is 89 percent and 11 percent. However, the greater proportion of sheet and lower-quality float capacity will gradually phase out and be replaced with high-quality float. The two main consuming sectors of flat glass in India are the construction and automotive industries, both of which have been experiencing hyper growth for the last five years.

User Segments
Eighty-three percent of the glass produced is used in the construction industry, 15 percent in the automotive industry and 2 percent in miscellaneous industries such as furniture and photo frames. The automobile industry, four-wheelers, has registered 18.6 percent growth between January and November 2007. The construction sector is growing around 12 percent per annum. India exports about 13,000 tons of glass per month to the Middle East, African countries, Europe and South America. The rapid increase in the demand for flat glass in the domestic market has resulted in a cutback in exports by as much as 60 percent in the last couple of years.

Major Producers
The major producers of float glass in India are three foreign joint ventures and an Indian company: Asahi India Glass Ltd Taloja, Maharashtra, Roorkee, UP; Asahi Indias two plants produce 500 tons and 750 tons per day. Asahi India Glass Ltd. It started operations in December 1994. It started off as a joint venture between the Tatas and Asahis of Japan. With the exit of the Asahis in 2003, it was taken over by Asahi India Safety, the automotive glass manufacturing company. The merged entity is known as Asahi India Glass Ltd. The company started a new float plant with a 750-ton capacity on Jan. 1, 2007 at Uttaranchal in North India.
Saint-Gobain Glass India Ltd., Sriperumbudur, Tamil Nadu; Saint-Gobains two plants produce

550 tons and 700 tons per day. It started operations in 2000 and is Indias largest capacity float plant.It is a 100 percent subsidiary of the Saint-Gobain Group
Gujarat Guardian Ltd., Ankleshwar, Gujarat, Gujarat Guardian, the first company to set up float

glass plant in India produces 550 tons per day; It is a joint venture between Guardian Industries International Corp. of the United States and Indias Modi Group.

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Triveni Glass in Allahabad produces 200 tons of float glass per day. Its a mini float plant based on Chinese float-glass technology.

Current capacity versus demand in India

An excess capacity of raw glass in the industry was experienced in the beginning of 2006. This excess capacity could become larger in the years to come if current investment plans see the light of day. In 2007, the excess capacity was four times that of 2006, and in 2008 it could be six times that of 2006. This is assuming demand continues to grow at the current double-digit pace. It is interesting to note that the cumulative profit of flat-glass manufacturers in India is still in the red.

Future Prospectus
The construction and automotive industries are the most important consuming sectors, almost 80 million square feet of land in India is earmarked for shopping malls, taking into consideration Special Economic Zones and Corporate offices, there is an immense opportunity in Indian Glass industry. Nowadays, taking climate, safety, sound attenuation, energy conservation and aesthetics into consideration, builders are opting for more glass in their construction. The glass revolution is also taking place in the automotive industry which is predicted to grow at more than 15% till 2012. Anyway, it isnt all roses for Indian glass industry, problems like the overcapacity of raw glass (and a projected surplus of processed glass); Chinese competition (in spite of antidumping duties) and the lack of codes of standards threaten Indian glass industry. As far as overcapacity concerned, analysts say that the supply will far exceed demand at least until 2009. Excess capacity, increased competition and the development of a regulatory framework are the real future challenges for the Indian glass industry.

Current Scenario
The domestic glass industry and trade has been progressing at a consistent impressive rate of growth of 12-13% per annum during the last nine years. However this progress has come to a rude halt in the fourth quarter of the current financial year 2010-2011 and the rate of growth has turned negative. During the last financial year 2009-10 all the three float glass manufacturing
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companies operating in the country SGG, GGL and AIS had combined sales of 2043 tonnes per day of float glass on an average. However , during the fourth quarter ( January- March ) of the current financial year 2010-2011 this has slide to 1885 tonnes per day on an average having a negative growth rate of -8.38%.

Year 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 ( Jan-Mar)

MT/Day 886 980 1106 1310 1427 1402 1695 2043 1885

%Growth 2.66 10.6 12.85 18.44 8.93 14.22 20.89 20.46 -8.38

Table 1 : Domestic Float Glass Sales

The float glass sales trend shows that from past nine years sales was increasing continuously, but due to economic slowdown and recessionary condition it has decreased in the beginning of 201011 turning into negative growth rate in the sales .

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Figure 1: Domestic Float Glass Sales

Domestic Float Glass Sales(MT/Day)

2500 2000 1500 1000 500 0

Figure 2 : Sales Growth of Float Glass

Sales

Sales Growth of Float Glass(in percentage)

25 20 %Sales Growth 15 10 5 0 -5 -10 %Growth -10, -8.38

The total capacity of including all the major float glass companies in India comes 4650 tonnes per day. Out of which the three major companies like Saint-Gobain Glass India Ltd. has 1400
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tonnes per day, Asahi India Glass Ltd. with 1200 tonnes per day and Gujarat Guardian Ltd. with 550 tonnes per day. The other three companies Gold Plus Float Glass Industry Ltd., H.N.G Float Glass Ltd. and Gold Plus Float Glass Industry Ltd. have corresponding capacity of 550, 550 and 400 tonnes per day.
Total Capacity ( in tonnes per day) Manufacturers Gujarat Guardian Ltd. Asahi India Glass Ltd. Saint-Gobain Glass India Ltd. Gold Plus Float Glass Industry Ltd. Sejal Architectural Glass Ltd. H.N.G Float Glass Ltd. Total Capacity Domestic Sales on an average/day Export sales on an average/day Domestic + Exports Extra Supplies or Stocks
Table 2 : Total Capacity

Capacity( in tonnes per day) 550 1200 1400 400 550 550 4650 1885 350 2235 2415

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Capacity( in tonnes per day)

Gujarat Guardian Ltd. 550, 12% 550, 12% 550, 12% Asahi India Glass Ltd. 1200, 26% 1400, 30% 400, 8% Saint-Gobain Glass India Ltd. Gold Plus Float Glass Industry Ltd. Sejal Architectural Glass Ltd. H.N.G Float Glass Ltd.

Figure 3 : Company wise capacity of production

So far as the concern of export sale, SGG and AIS are the performing extremely well by recording export sales of more than 700 tonnes per day on an average while the export figure for GGL is negligible as its production capacity is limited to 500 TPD. The total capacity gets absorbed mostly in domestic market with 1885 mostly whereas export sales per day are 350 TPD. The extra supplies or stocks are 2415 tonnes per day.

Break-up of Capacity ( in tonnes per day) Total Capacity Domestic Sales on an average/day Export sales on an average/day Extra Supplies or Stocks
Table 3 : Break-up of Capacity

4650 1885 350 2415

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Break-up of Capacity( in tonnes per day)

41% 52%

Domestic Sales on an average/day Export sales on an average/day

7%

Extra Supplies or Stocks

Figure 4 : Break-up of Capacity

Market Share
The SGG has the highest market share of 38.89%, whereas AIS stands second with 31.52 % market share. The GGL has 23.23% market share and the Gold plus float glass Industry Ltd. covers 6.37% market share.

Float Glass : Market Share ( Domestic Market ) Manufacturers Saint-Gobain Glass India Ltd. Asahi India Glass Ltd. Gujarat Guardian Ltd. Gold Plus Float Glass Industry Ltd. Market Share 38.89% 31.51% 23.23% 6.37%

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Table 4 : Market Share

Float Glass :Market Share ( Domestic Market )

40.00% 35.00% % Market Share 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Saint-Gobain Glass India Ltd. 38.89% Asahi India Glass Ltd. 31.51% Gujarat Guardian Ltd. 23.23% 6.37% Gold Plus Float Glass Industry Ltd. 6.37% 38.89% 31.51% 23.23%

Market Share

Figure 5 : Domestic Market Share

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Company Profile
AIS is the largest integrated glass company in India, manufacturing a wide range of international quality automotive safety glass, float glass, architectural processed glass and glass products. AIS has a strong strategic position in the Indian glass industry. AIS is a leader in auto glass and architectural processed glass segments and has prominent position in Float glass market. AIS is jointly promoted by the Labroo family, Asahi Glass Co. Ltd., Japan and Maruti Suzuki India Ltd. The promoters jointly hold 55.24% of paid up equity capital of AIS, with remaining 44.76% held by public. Being a widely held listed public company with close to 62,000 shareholders, AIS remains committed to maintain the highest standards of corporate governance and shareholder accountability. The equity shares of AIS are listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) in India. AIS is transforming itself from being a manufacturer of world-class glass and glass products to a solutions provider by moving up the value chain of auto glass and architectural glass and providing design, products and services that make glass more versatile and user-friendly. AIS have the following three Strategic Business Units (SBUs):

Automotive Glass Unit AIS Auto Glass Float Glass Unit AIS Float Glass AIS Glass Solutions Ltd AIS Glass Solutions

AIS Auto Glass is India's largest manufacturer of world class automotive safety glass and is, in fact, one of the largest in the field in Asia. It meets over 80% automotive glass requirement of the Indian passenger car industry. AIS Float Glass is the leading manufacturer of international quality float glass in the country. Prior to its merger with AIS, it was known as Floatglass India Ltd.
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AIS Glass Solutions is a value addition in the architectural glass business of AIS, addressing the following segments: Architectural Processing and Glass solutions Product and Knowledge development Glass Services Sales & Marketing

The market and technology leader in the Indian Glass Industry, AIS continues to add to its customer base and service offerings, while maintaining and enhancing product quality Its ongoing efforts, to provide high quality products and reliable and excellent service to its customers, are the key factors for AISs sustained success and leadership position in the Indian glass industry. AIS recorded gross sales and operating profits of Rs. 11742 millions and Rs. 2046 millions respectively for the year ended 31st March, 2008.

Vision and Mission Vision

AISs Vision is to SEE MORE This byline captures AISs culture: It describes AIS products and services which delight its customers by helping them see more in comfort, safety & security. It expresses AISs corporate culture of merit and transparency. It defines the quality of AISs people to want to see, learn, and do more, in depth and detail to transcend the ordinary.

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Mission
AISs Mission is JIKKO Execution for Excellence With major investments in place, the time is now to reap the benefits by execution for excellence

Guiding principles
All actions of AIS are driven by the following guiding principles: Creation of value for Shareholders Customer Satisfaction Respect for Environment Use of Facts Continuous Improvement Strengthening of Systems Upgradation of Human Potential through education and training Social Consciousness

Collaborators
Asahi Glass Co., Ltd., Japan Asahi Glass Co. Ltd, Japan, was established in 1907. Today, it is one of the leading glass producers of the world. AGC has a global network of over 350 subsidiaries and affiliates in Japan and 20 and above other countries. The groups operations comprise of flat glass, automotive glass, and have recently diversified into display glass, chemicals, electronics and energy. AGC has evolved as a top multinational glass manufacturer with a leading share of the global market in most key glass products. AGC group is the largest glass manufacturer of the world with 12% global market share in the flat glass segment and 30% global market share in the automotive glass segment. It has further captured the top share in CRT glass, TFT display glass and PDP glass in the display field as well.
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For the year 2007, the AGC Group has recorded net sales of 1681 billions of yen, and with Operating Net Income of 69 billions of yen.

SBUS AIS Auto Glass

OVERVIEW AIS Auto Glass is the most reputed and trusted supplier in Indian automotive glass industry having over 21 years of technological expertise and is the largest manufacturer of world-class automotive safety glass in India. AIS Auto Glass has been awarded the prestigious Deming Application Prize, 2007, certifying the outstanding performance improvements achieved by it through application of Total Quality Management (TQM). Today, AIS Auto Glass has a body of knowledge to be able to deliver cutting edge auto glass solutions and value addition to its customers, most of whom are global and demanding players. AIS Auto Glass is overwhelmingly the first choice supplier for most automotive manufacturers in India. Hence, AIS Auto Glass is either the sole or a leading supplier of auto glass to most passenger car manufacturers in India, supplying about 80% of their auto glass requirement. Apart from supplying to OEMs in India, AIS Auto Glass has significant presence in the domestic aftermarket with a market share of 43%. It also exports auto glass to the after-markets in Europe and Pakistan. AIS Auto Glass has state-of-the-art plants located at Rewari-Haryana, Roorkee-Uttrakhand (North India) and Chennai- Tamil Nadu (South India) with a combined capacity to produce 2.81 million car sets per annum.

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Product Range AIS Auto Glass is India's largest manufacturer of automotive safety glass. The unit manufactures the full range of automotive safety glass, which includes:

Laminated Windshield Tempered Glass for Side and Backlites Silver Printed Defogger Glass Antenna Printed Backlites Black Ceramic Printed Flush Fitting Glass Encapsulated Fixed Glass Solar Control Glass IR Cut Glass UV Cut Glass Reflective (PET) Windshield Water Repellant Glass Glass Antenna Extruded Windshield

Clients AIS Auto Glass : Share of Business Customer Maruti Suzuki India Ltd. International Cars and Motors Reva Motors Honda Motors Ford India Toyota Kirloskar Motors
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SOB (%) 100 100 100 100 99 99

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Fiat India Hyundai Motors General Motors Volvo India Mahindra & Mahindra TATA Motors Piaggio Hindustan Motors Eicher Motors Swaraj Mazda Force Motors

83 72 67 57 52 24 22 17 13 5 1

Market Position

Sole supplier to almost the entire Indian passenger car industry, with a current market share in excess of 80 %.

Significant presence in the after-market with a market share of over 43%. Exporting auto glass to after-market in Europe and Pakistan.

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AIS Glass Solution

AIS Glass Solutions is the face of the architectural glass processing business of AIS. As a separate business unit, AIS Glass Solutions focuses on offering innovative architectural glass solutions to customers. AIS Glass Solutions aims at raising per capita consumption of glass in the country to bring it at par with the other developed countries in the world. It disseminates knowledge for increased awareness of the use and application of architectural glass through innovative offerings. AIS Glass Solutions has been supplying a wide range of high quality architectural processed glass, comprising of toughened glass, laminated glass, insulated glass units and value added glass products. It also caters to the project segment, meeting glass and related requirements of construction projects. Its product portfolio includes:

AIS Strong glass - impact resistant glass. AIS Security glass - burglar resistant glass. AIS Acoustic glass - sound resistant glass. Glass products like shower enclosures, tabletops, shelves.

The state-of-the-art architectural glass processing facilities are located at Taloja (West India), Chennai (South India), Rewari and Roorkee (North India). The Roorkee facility is the largest architectural glass processing facility in the country.

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AIS Float Glass

OVERVIEW AIS Float Glass is a premier manufacturer of international quality float glass and value-added glass like reflective glass and mirror. AIS Float Glass has state-of-the-art glass manufacturing plants located at Taloja near Mumbai (West India) and Roorkee (North India) with a total production capacity of 1,200 tons per day (TPD). Its newly commissioned unit at IGP Roorkee has manufacturing facilities for float glass, superior quality heat reflective glass and new generation environment friendly mirror. PRODUCT RANGE AIS Float Glass offers a diversified product range of float glass in thickness of 2 mm - 12 mm in different shades and tints of clear, green, grey, bronze and blue in varying sizes. Its product portfolio includes world-class range of international quality Supersilver heatreflective glass, the worlds finest quality "Environment Friendly" copper & lead free premium AIS Mirrors, AIS Dcor lacquered glass & AIS Krystal Frosted glass for interior applications.

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Application Of AIS Glass With its wide product range and its status as the undisputed quality leader, AIS Glass is the natural choice in most of the application segments: Window Glazing: AIS Float Glasss superior strength, high optical clarity, distortion free, smooth surface and bigger sizes give design flexibility, making it the natural choice for all window glazing applications. Curtain walls: Availability of AIS Tinted Float & AIS Heat Reflective Glass in various shapes and sizes enable you to design the latest in curtain walls. Besides modern expression, it reduces the overall dead weight of the building, allows faster construction and requires less expensive maintenance. The heat-absorbing / heat-reflective characteristic reduces the air-conditioning load substantially, thus saving precious energy. Partition Walls: Due to its inherent strength and availability in large sizes, AIS Float Glass can be extensively used for partitions. Glass partitions add to the aesthetics of the room and give a feeling of spaciousness. Doors: AIS Float Glass is extensively used in doors and entrances, exuding beauty and elegance. Shop-Fronts: Brilliantly clear and transparent shop-fronts made of Float Glass provide a distinct image to a showroom. Decorations: Modern expression, transparency, easy maintenance and non-

inflammability of AIS Float Glass makes it an indispensable material for display cabinets Shop, partitioning, screening and designing modern and high-class Showrooms and Shopping Malls. Furniture: AIS Float Glass, due to its versatility, is ideal for furniture, tabletops, shelves, cabinets, showcases and sliding doors of large almirahs and cupboards etc.
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Balustrades: The use of AIS Float Glass in balustrades gives a graceful effect to the staircases. Mirrors: AIS Float Glass gives perfect reflected images when mirrored. Also AIS Mirrors, are world-class quality mirrors, being copper & lead free and corrosion resistant. Automobile Safety Glass: AIS Float Glass Unit is the single largest supplier to the OEM segment. Its European Green glass is used extensively in almost all premium cars. Special Applications: AIS Float Glass can be further processed to be used for skylights, atriums, museums, art galleries, aquariums, lifts, dance floors etc. MARKET POSITION AIS Float Glass enjoys 38.89 % market share in the Indian float glass market. CLIENTS The diversified product portfolio of AIS Float Glass includes float glass in varying sizes, shapes and thickness. AIS's quality products make it the preferred choice of a wide range of clients including

Automotive Safety Glass Manufacturers Processors Dealers and Retailers Architects Interior Decorators Builders Aluminium Fabricators Carpenters Furniture Manufacturers

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Household Consumers

With glass finding applications in an array of arenas, the client base of AIS Float Glass is an ever-expanding one.

Advantages of Float Glass over its Counterparts Quality Owing to the greater degree of quality control in the furnace conditions, the final product is free from body defects such as waves, stones etc. The reason for this lies in the process itself: the molten glass is formed on a bed of molten tin, improving the accuracy of glass immensely. In the other processes, the molten ribbon of glass is drawn out mechanically between rollers, making it vulnerable to variations in thickness. Thus the float process offers better quality. Control Because the product passes horizontally from one chamber to another, a greater degree of inspection and quality control can be exercised unlike the other process where the glass is pulled up against the force of gravity. Variety The float glass can be manufactured with thickness upto 19mm, to be used for applications such as tabletops; furniture etc.This is not possible in sheet glass, as the glass would become brittle at such high thickness.

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Market Research
Background
In the present era of cut throat competition there is a very little scope left out for the companies to create differentiation in the products to compete, hence need to start brand

building exercise by way of creating perceived images of superiority over the competition . This starts with the various kind of activities to be undertaken by the companies to create brand , among them one way is advertising. Indian commodity market ( in the building material segment )such as cement, steel, aluminum, Glass has adopted various methods to enhance the demand for their products, they have simultaneously invested sizeable amount of money in advertising to sell their products and increase their market share. VARIOUS consultants and advertising agencies were hired to create a difference but, have they been successful in their efforts to create demand or make any kind of impact on the demand or sale due to advertising or mass media campaigns. Lots of subjective discussions (simply based on individual feelings and selected market researches to show the positive impact, which can easily be contradicted by any other agency or market research) have taken place and actually not yielded any results or tangible benefits which can distinctively be observed or verified. Whenever organizations try to establish a relationship between the advertising and the Top line, bottom line then efforts are put in to de link it so that it goes to the expenses part rather than become a part of the cost. There is a need to re-examine and evaluate the impact of advertising on the demand of commodity products and see what exactly consumers are looking for. Once companies understand that branding is a necessary (and profitable) part of doing business, the next logical question is how do you brand? Tactically speaking, there are numerous ways to go about branding. The look and feel of the communications, the balance of advertising versus public relations versus grassroots, the media used, etc., all reflect tactical aspects of the branding process. However, these are only vehicles used to brand, and do not inherently lend themselves to developing a brand, per se. To ensure a good, successful brand is the methodology used to develop and/or refine the brand in the first place. In other words, just like a building, a good brand starts with a strong foundation. Sound branding practice begins with addressing five key attributes present in any effective brand: uniqueness, relevance, credibility, sustainabiiity, and practicality.
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Uniqueness The average American is exposed to approximately 3,000 advertising messages per day. That means everything from the logo on your watch, to product placement in television and movies, down to traditional commercials and print ads. And all this static is in addition to children, family, job and various other aspects of everyday life that are constantly vying for attention. To break through all of the clutter, a brand has to stand out, has to be memorable it has to be unique. Relevance This attribute seems like a no-brainer, but it is an important check-off. If a brand is positioned in a way that has no bearing in the life of the audience, then how can the audience be expected to develop an affinity for the brand? Credibility Things can be true, but not necessarily believable. For instance, Kia brand automobiles could spend hundreds of millions of dollars on the development of a luxury car that rivals BMW in every aspect. However, it is a good bet that such an endeavor would fail. At the very least, Kia could only command a fraction of the retail price of BMWs. The Kia brand has successfully positioned itself as a low-cost automobile maker. People would simply not believe the company had produced a car that was on par with BMW. The lessons here dont let your business stray from your brand. Once credibility in your brand is lost, it is near impossible to regain it. Just see Arthur Andersen, WorldCom or Enron. Sustainability This factor represents the most significant difference between advertising and pure branding. An advertising campaign is finite, while a brand should theoretically be credible and relevant forever. The core values inherent in a brand should reflect core human values. For example, Nike's core value is achievement. McDonald's core value is convenience. Citibanks core value is financial security. These values will be as relevant as in 2055 as they are in 2005, which gives the brand consistency, staying power, and the ability to build consumer loyalty.
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Advertising remains one of the cornerstones of marketing communications. However, determining its impact on a firms performance continues to be a difficult proposition for many marketing and advertising managers. Although firms in the USA spent over $230 billion on advertising in 2001 (Coen, 2002), a clear link Between advertising expenditures and financial performance remains somewhat Uncertain in many cases. One common belief is that advertising creativity is an Essential element of advertising success (El-Murad and West, 2004; Smith and Yang, 2004) and may lead to an improved financial performance, that is, as firms focus more resources and develop more creative advertising, they will realize marginal benefits in the form of higher sales, an increased market share and higher future earnings. While seemingly reasonable, this particular belief fails to provide much more than an anecdotal basis for determining the effects of advertising on a firms bottom line. While providing some useful insights, these mostly academic studies typically failed to take into consideration the myriad of other variables that also affect advertising effectiveness (e.g. differentiating message, repetition and recall).

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The Research Problem

The research problem is to find out the impact of advertisement on demand of commodity product specifically glass.

Research Objective
Based on the problem statement, the research objectives are:
Primary objectives

The following objectives have been identified: To find out whether consumers are really involved in Glass buying decision if yes then to what extent? To find out, Are consumers really aware of any Glass or cement Co, brand or Glass products? To find out Does advertising has any impact in the minds of consumers? Can the advertising be measured or connected with a equation to the top and bottom line of the company. To find out, what attributes consumers are looking for in a glass or cement brand? Can any value addition be done in a brand through TV advertising? To find out whether TV advertising can help in building brands for commanding premium or more market shares in commodity products?

Secondary objective

To find out the advertisement effectiveness on demand of glass.

Null hypothesis

1. There is no relationship between awareness of glass brand and income category. 2. End Consumers buying decision is greatly influenced by TV advertising and they tend to think that it is a better Quality product.
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3. End Consumers are aware of all the glass brands available in the market and they tend to ask for a particular brand. 4. The end consumers decision to choose any brand is not affected, if they get impressed by advertisement.

Alternative hypothesis
1. There is relationship between awareness of glass brand and income category. 2. End Consumers buying decision is not greatly influenced by TV advertising and they dont tend to think that it is a better Quality product. 3. End Consumers are not aware of all the glass brands available in the market and they dont tend to ask for a particular brand. 4. The end consumers decision to choose any brand is affected, if they get impressed by advertisement.

Scope of The Study

The study will be conducted in India with limited scope of A and B class cities where 80% (building material) commodities are sold. Primary focus of the study will be on Glass. The most of the survey is limited to Mumbai and nearby city around it.

Research Design
Research is going to be descriptive as well as applied in order to achieve the desired objectives. The null hypothesis and the research hypothesis has been developed keeping assumption that the research will be specifically for the commodity product glass and keeping all the factors affecting the glass buying constant other than advertisements.

Research Methodology
In this study, both sample survey and statistical approaches will be applied to collect data and establish the relationships between variables of interest. Sources of data: Both secondary (Documents and Records of the company, Annual report) and primary (a sample SURVEY of
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customers and channel partners (Builders, Dealers, Retailers, Architect) data sources will be used in this work.

Sample size
Sample size is going to be decided once strata of samples are decided in different cities. Z 2 * (p) * (1-p) ss = c2

Where: Z = Z value (e.g. 1.96 for 95% confidence level) p = percentage picking a choice, expressed as decimal((.5 used for sample size needed) c = confidence interval, expressed as decimal (e.g., .04 = 4)

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Research Instrument
The questionnaire is divided into three categories as Category 1, Category 2, and Category 3. Category 1 for House owner (End Consumer) Category 2 for Architect, Retailer and Dealer Category 3 for Builder The questionnaire has different sets of question taking the objectives into consideration. The first part having 5 questions for finding customer involvement in the buying process of glass and in other commodity products. The second part contains questions relating to customers thinking towards glass and its usage/application. The third part contains 10 questions to know about the customers emotional reactions towards advertisements. The fourth part 5 questions, which measures the different medium affecting customers reactions towards the brand awareness and their influence on buying process. The fifth part has 3 questions, which measure the perception of different brand of glass in the mind of customers on different parameters such as the product quality to check the various attributes he is looking for in a brand and the customer s overall satisfaction with the brand. All the statements of these five parts have been framed on a five-point Likert scale ranging from strongly agree to strongly disagree etc. It also has ordinal scale and Nominal scale based question based on a binary (Yes /No) response format. Few open ended questions are also asked to know about the specific liking towards ads.

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Tool of Data Analysis (SPSS)

The SPSS software has been used as tool for the data analysis. The following tests were performed on the testing of hypothesis and for understanding the analysis. 1. Chi-square test 2. Correlation 3. Regression 4. Cross-Tabulation 5. Descriptive analysis 6. Discriminant analysis 7. Frequency distribution

Results and Conclusion

All the graphs having count on Y-axis and variables/parameters on X-axis have the value in percentage of the respondents on the graph as label. They Y-axis corresponds to count and the label on the graphs corresponds to the percentage of the respondents out of the total sample size. Hypothesis 1: There is no relationship between awareness of glass brand and income category. The Chi-square test is performed to check the fit between the awareness of glass brand and the income category. For this cross-tabulation function is used.
Aware of any glass brand * Family annual income Crosstabulation Count Family annual income 3-5 lakh Aware of any glass brand Total Yes No 0 8 8 5-7 lakh 65 9 74 Above 8 lakh 12 22 34 Total 77 39 116

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Chi-Square Tests Asymp. Sig. (2-sided) 2 2 1 .000 .000 .065

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 45.785(a) 49.199 3.396 116

df

a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 2.69.

70

Family annual income 3-5 lakh 5-7 lakh Above 8 lakh

60

50

Count

40
56.03%

30

20

10
10.34% 6.9% 7.76%

18.97%

0 Yes No

Aware of any glass brand

Figure 6: Awareness of Glass brands

As the Chi-square tests shows the significant value < 0.05. Hence the null hypothesis is rejected.

Hence, the awareness of brand is directly related to the family income category. From graph we see those High income categories (> 8 lakh) are well aware of brand whereas the middle income level is not aware of glass brand specifically.

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Hypothesis 2: End Consumers buying decision is greatly influenced by TV advertising and they tend to think that it is a better Quality product. The Correlation test is used to find out the relationship between the influence of ad and perception towards better quality product.

Crosstab Count Better Quality Brand Have no opnion Agree 0 36 1 1 12 48

Have seen the ad of glass Total

Yes No

Disagree 51 15 66

Strongly Agree 2 3 5

Total 89 31 120

Symmetric Measures Asymp. Std. Error(a) .094 .094

Interval by Interval Ordinal by Ordinal N of Valid Cases

Pearson's R Spearman Correlation

Value .091 .091

Approx. T(b) .998 .998

Approx. Sig. .320(c) .320(c)

120 a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation.

60 50

Better Quality Brand Disagree Have no opnion Agree Strongly Agree

30.0% 12.5% 1.67% 0.83%

count

40 30
42.5%

20 10 0

10.0% 2.5%

Yes

No

Have seen the ad of glass

Figure 7: Glass advertisement saw by people

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As the approx. sig. value is quite high, so the null hypothesis is rejected. Here the correlation between the advertisement of glass and the perception of better quality comes out to be positive but as the value is only 0.091, which is very less. Hence there is such perception with respect to commodity product like glass in the mind on end consumers even after watching TV ads. From the graph it is clear that the maximum people, who have seen the ads, disagree to this fact. Hypothesis 3: End Consumers are aware of all the glass brands available in the market and they tend to ask for a particular brand. The Correlation and cross tabulation technique is use to find the relationship between the awareness of glass brands available in the market and their tendency to ask for a particular brand of the glass.
Aware of any glass brand * Ask for particular brand Crosstabulation Count Ask for particular brand Yes Aware of any glass brand Total Yes No 18 0 18 No 50 11 61 Total 68 11 79

Symmetric Measures Asymp. Std. Error(a) .041 .041

Value Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation .218 .218

Approx. T(b) 1.965 1.965

Approx. Sig. .053(c) .053(c)

79 a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation.

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50

Ask for particular brand Yes No

40

Count

30
63.29%

20

10

22.78% 13.92%

0 Yes No

Aware of any glass brand

Figure 8: Awareness Vs Particular brand

As the sig. value is more than 0.05 level hence the null hypothesis is rejected. Here the correlation value is positive 0.218, which is very less. Hence there is no high correlation between the chosen parameters, so one has no such great effect on the other. Therefore, even if the end consumers are aware of the glass brands they dont generally ask for it, in case of commodity product like glass generally.

Hypothesis 4: The end consumers decision to choose any brand is not affected, if they get impressed by advertisement. The Bivariate correlation technique is used between the decision to choose any brand and the impressed by ad variable.
Correlations

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Decision to choose any brand 1 . 71 .567(**) .000 70

Decision to choose any brand Imressed by ad

Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N

Imressed by ad .567(**) .000 70 1 . 89

** Correlation is significant at the 0.01 level (2-tailed).

As the Pearson correlation between the two variables is .567 and sig. is 0.000, hence the null hypothesis is rejected. The variables are positively correlated and the value of correlation 0.567 is pretty good. Hence if the end consumers get impressed by ad there is likely chance for them to those that particular brand. Findings 1. The most of the consumers(78.3 %) dont go for buying the commodity products like glass, steel etc.

Whether go for buying

Yes No

21.7

78.3

Figure 9: Whether go for buying

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Maximum numbers of people have not bought the glass (58.33%), hence their involvement in the process is very low.

60 50

Percent

40 30 20 10 0 Yes No
41.67 58.33

Bought glass in past or planning to buy

Figure 10: Purchase of glass

For the maximum percentage (64.2%) of end consumers the brand carries somewhat important. Hence this potential segment of consumers can be tapped in coming futures if the brand awareness among them is increased through the communication channel.

Importance of brand

Frequency Valid Not important Somewhat important Important Total 23 77 20 120

Percent 19.2 64.2 16.7 100.0

Valid Percent 19.2 64.2 16.7 100.0

Cumulative Percent 19.2 83.3 100.0

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70 60

Percent

50 40 30 20 10 0 Not important Somewhat important Important

19.2 16.7 64.2

Imporatnce of brand
Figure 11: Importance of brand

The end consumers are aware of brand of glass are high with 66.7%, but the rest of the consumers are not brand conscious. Hence the companies need to increase the awareness among them.
Whether go for buying * Aware of any glass brand Crosstabulation
60 50 Aware of any glass brand Yes No
45.83% 32.5% 20.83% 0.83%

Count Aware of any glass brand Wheth er go for buying Total Yes No Yes 25 55 80 No 1 39 40 Total 26 94

Count

40 30 20 10 0

120

Yes

No

Whether go for buying

Figure 12: Awareness Vs whether go for buying Correlations Whether go for buying 1 . 120 .329(**) .000 120 Aware of any glass brand .329(**) .000 120 1 . 120

Pearson Correlation Sig. (2-tailed) N Aware of any glass Pearson Correlation brand Sig. (2-tailed) N ** Correlation is significant at the 0.01 level (2-tailed).

Whether go for buying

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From the correlation value we find that the both awareness of brand and whether they go for buying have positive correlation but its not high enough to affect each other. The time taken by the maximum end consumers ( 74.6%) at the retail counter is 0-15 minutes, hence it shows that they take very less time to decide upon choosing any glass brand. Their involvement is low.

Time taken before choosing glass(at retail counter) Cumulative Percent 74.6 90.1 100.0

Frequency Valid 0-15 minutes 16-30 minutes 31-60 minutes Total System 53 11 7 71 49 120

Percent 44.2 9.2 5.8 59.2 40.8 100.0

Valid Percent 74.6 15.5 9.9 100.0

Missing Total

80

60

Percent

40

74.6

20
15.5

9.9

0 0-15 minutes 16-30 minutes 31-60 minutes

Time taken before choosing glass(at retail counter)

Figure 13: Time Taken at Retail Counter

Conclusion: Hence end consumers are not directly involved in the purchase of glass.

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2. Most of the end consumers (77.2%) do not ask for a particular brand while purchasing glass. Out of which mostly customers (77.5%) ask for recommendations mostly, very few customers take the decision to choose any brand on their own.

80

60

Percent

40

77.2

20
22.8

0 Yes No

Ask for particular brand

Figure 14: Preference for particular brand

80

60

Percent

40

77.5

20

14.1

8.5

0 On your own Ask for recommendations Ask for recommendations sometimes mostly

Decision to choose any brand

Figure 15: Decision to choose any brand

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Most of the end consumer is influenced by carpenter, then retailer and lastly from architects.
Influencer of recommendation * Specification by type and brand of glass Crosstabulation Count Specification by type and brand of glass Both brand and type Only brand Only type Nothing 16 0 2 0 12 24 52 2 0 2 8 8 18 2 3 5

Total 18 24 35 77

Influencer of recommendatio n Total

Architect Retailer Carpenter

Conclusion The most of the end consumers are influenced by carpenter and retailer. But high income end consumers contact architect for recommendation.

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25

Specification by type and brand of glass Both brand and type Only brand Only type Nothing
31.17%

20

Count

15

10
20.78% 15.58%

10.39% 2.6% 2.6% 2.6%

10.39% 3.9%

0 Architect Retailer Carpenter

Influencer of recommendation

Figure 16: Influencer of Recommendation

The regression equation can be established based on the parameters seen by the customers while buying glass. Here the Ready to pay if influence by ad is the dependent variable , the independent variables are colour, reputation of manufacturer, advertisement, brand name , status symbol. The regression holds true because the sig. value is <0.05. The regression equation can be established like: The Readiness to buy a brand = -0.882+( .582)*price (.684)* brand name-(.903)*advertisement-(.446)*status symbol+(.541)*reputation of manufacturer+(.5984)*colour

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Recommendations
1. The commodity market has very less involvement of the end consumers in the buying process , hence thee company should push dealers and retailers through different schemes , gifts and by giving them awards of Best Retailer of the Year and Best Dealer of the Year awards. The visibility at the retail counter should be increased by giving them pad, cutting tools to carpenters via retailers having AIS inscribed on it. 2. The companies can provide booklet containing samples of glass to carpenter to push their products and increase their brand awareness. They can organize some kind of training on new design to carpenters. They should distribute danglers to retailers shop and should provide enough booklets, pad to them. They can also distribute calendar to retailers, carpenters and ultimately to house owners through this channel to increase their brand awareness and to push their sales. 3. The company should add more emotional, familiar and attractive to catch the attention, hence they should go for viral marketing and buzz marketing. They can put their videos on You tube to increase the awareness. The company should project their positioning statement See More, See Clear in their advertising media.

4. The company can direct its advertisements through different channels towards these functional benefits of glass. They should organize meets with retailers, should educate about these functional benefits of glass. They should organize exhibition where they can invite builders, architects and exhibit these benefits of glass to increase the awareness and in long term sales. 5. The ad influence is very unsure in nature. There is no high effect on purchase of that in case of commodity product like glass. Hence the probability seems good, hence the company should increase the awareness among the consumers because the less differentiation between the products with respect to customers. Hence the other mode of communications like PR, sponsorships to events will be good method to create the awareness. 6. The advertisements activities should be targeted on the middle segment. The awareness can be increased by involving into the PR activities and through tie-ups with the social society/community like BMC and CARE to increase the awareness level among the middle income category.

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See More, See Clear 7. They can also have the tie-ups with the known builders and architects to advertise their

brands on their websites. The awareness can also be increased among the channel partners through regular mailers about their products and through greetings during festivals. The company should use hoardings/billboards at the different festival and important occasions to increase awareness of their products and brands.

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BIBLIGRAPHY
Books Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha (13th Edition), Marketing Management, Pearson Education. Neil J. Salkind ( 3rd Edition), Statistics for people who ( think they) hate statistics, Sage publications. Keller, Kevin L. (1987), Memory Factors in Advertising: The Effect of Advertising Retrieval Clues on Brand Evaluation, Journal of Consumer Research, 14 (December), pp.31633.

Website www.wikipedia.org www.managementparadise.com www.asahiindia.com Newspaper The Times Of India Business Standard

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Annexure-1
Questionnaire Good Morning / Good Evening, I, Deepak Kumar Singh am a student of MBA(IIP) Marketing from Global school of Management Science. I am conducting a survey for understanding the effectiveness of advertisements on demand of commodity products (Glass). I shall be grateful; if you could spare some time to answer the questions that I have. I would like to assure you that all the answers given by you will be kept confidential and will be aggregated to draw the results. Thanking you in advance.

1.

What is your occupation out of the following two categories? Please tick mark. Category I House owner (End consumer) Category II Architect Category III Builder Retailer Dealer

Please fill the questionnaire according to the instructions given below:Category I Category II Category II Go to SECTION I Go to SECTION II Go to SECTION III

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See More, See Clear SECTION I 1. Do you go for buying products like cement, Glass and steel or any such commodity product? Yes 2. No

How important is the brand for buying such products for you?

1- Not Important at all , 2- Not Important, 3- Somewhat Important , 4- Important, 5- Very Important

Not Important at all

Very Important

3. Are you aware of any glass brand available in the market? Yes If yes, Please specify the names. . 4. Have you bought glass in the past or planning to buy in next one year? Yes No No

If Yes, then continue, else go to Question 5. a. Do you ask for a particular brand while buying glass, cement or such commodity product? Yes No

b. How do you decide to choose any brand of such kind of products? On your own Ask for recommendation sometimes

Ask for recommendation mostly

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See More, See Clear c. How do they generally recommend, if nothing is asked from your end? Please mark according to the specification with respect to type and brand told to you by the following people.
Influencer Specify Both brand and type Only brand Only type Nothing Architect Carpenter Retailers Builder Dealer

d. How much time do you take before buying the glass at the retail counter? 0-15 minutes 16-30 minutes 31-60 minutes More than one hour 5. What do you think about the usage/application of glass for the following purpose? Please select a phrase that best describes your view how Strongly you feel about the dimension. 5 - Strongly Agree, 4- Agree, 3- Have no opinion, 2- Disagree, 1- Strongly Disagree Maintains Safety Maintains Privacy Sound control Strongly Agree Strongly Agree Strongly Agree 5 5 5 4 4 4 3 3 3 2 2 2 1 1 1 Strongly Disagree Strongly Disagree Strongly Disagree

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See More, See Clear Saves electricity 6. Strongly Agree 5 4 3 2 1 Strongly Disagree

Whom did you/ will you consult before buying glass? Retailers Builder Dealer Architect Carpenter

7. How frequently do you watch television? Please indicate out of the following options. Choose one of the following option. Very often (Daily) week) Rarely (Once in a week) 8. Never Often (3-4 days a week) Occasionally (1-2 days a

Have you seen any advertisement regarding the glass in the TV? Yes No

If Yes, then continue, else go to Question 17. 9. Which companys ad comes to your mind first when you think of glass? 10. What was the Ad about? .. 11. Did it impress you? What do you remember of the advertising? INTERVIEWR TO NOTE DOWN VERBATIM. Yes 12. What did you like in the advertisements? Message Celebrity Entertainment Emotion Fun Music Concept No

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See More, See Clear If anything else, please specify

13. Which ad do you remember among the following Ads of different brands of glass? Kid in shower Ad Small boy Ad with a ball 14. What did you like in the advertisement? . 15. What do you/will you think about the glass, if you see any advertisements on TV? Please select a phrase that best describes your view how Strongly you feel about the dimensions. 5 - Strongly Agree, 4- Agree, 3- Have no opinion, 2- Disagree, 1- Strongly Disagree China man Ad Lady throwing water Ad Shoaib Akhtar Ad Kids playing

Trustworthy brand Better Quality Preferred brand

Strongly Agree Strongly Agree Strongly Agree

5 5 5

4 4 4

3 3 3

2 2 2

1 1 1

Strongly Disagree Strongly Disagree Strongly Disagree

16. How likely is it that the ad will influence you to undertake your action? Choose among the following Definitely Probably Not Sure Probably Not Definitely Not

17. If you are influenced by Ad, Will you be ready to pay extra for a branded glass? Please select any one option showing the extent that you can pay extra in percentage. Yes No,

If yes, then continue, else go to Question 21 51 | S u m m e r P r o j e c t R e p o r t

See More, See Clear 1-5 % more 18. 5-10% more 10-15% more 10% and above

Through which medium you came to know about the following brands of glass? Please tick mark. Asahi Saint Gobain Ad on TV Ad in magazine Ad on radio Hoarding/ Billboards Meets Saw display in shop Relatives and friends Mails/Internet Actual user Experience Sales people Modiguard Others

19. What is the likelihood of purchasing the advertised brand of commodity products like glass, cement? More Often Less often Remain the same

20. Do you feel that you will ask for a particular brand after seeing the ad? Definitely Probably Not Probably Definitely Not Dont Know

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See More, See Clear 21. Personal Details: What is your family annual income? 0-2 lakh per annum 5-7 lakh per annum Age: Upto 19 20-25 3-5 lakh per annum Above 8 lakh per annum 26-34 35-45 45+

Gender:

Male

Female

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See More, See Clear Section II- RETAILER/DEALER 1. Which BRANDS of Float Glass do you store and sell? SGG & GGL 2. SGG & AIS AIS & GGL All the brands Others

Which brand of Float Glass do you sell the most (the brand of Float Glass brand that is sold most often), from your shop. Please rank them from 1-4 where 1- Highest selling and 4- Lowest selling. Modiguard Saint Gobain AIS Imported

3. Which companys float glass is mostly preferred in the market? Please rank them priority wise in terms of demand in the market (From 1 to 4) where 1- Highest Priority and 4Lowest Priority. Saint-Gobain Glass India Ltd. Asahi India Glass Ltd. Gujarat Guardian Ltd (Modiguard) Imported

4. Do you think that the consumers are brand conscious while buying glass? Please select a phrase that best describes your view how Strongly you feel about the statement. 5- Strongly Agree, 4- Agree, 3- Have no opinion, 2- Disagree, 1- Strongly Disagree

Strongly Agree 5.

Strongly Disagree

Do they ask any particular brand when they come to you? Yes No

6.

How often do they ask for your recommendation? Very often Often Occasionally Rarely Never

7.

What do you recommend to consumers when they come to you? Both Brand and Type Only Brand Only Type Nothing

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See More, See Clear 8. Which brand do you recommend the most to the consumers? Please rank them according to your preference where 1 - stands for Recommend Mostly and 6 - being Recommend Rarely. Saint-Gobain Glass India Ltd. Asahi India Glass Ltd. (AIS) Imported 9. How frequently do you watch TV? Very often (Daily) week) Rarely (Once in a week) Never Often (3-4 days a week) Occasionally (1-2 days a Gujarat Guardian Ltd (Modiguard) Gold Plus Float Glass Industry Ltd. Others

10. Through which medium you came to know about the following brands and their products? Please tick mark. Asahi Ad on TV Ad in magazine Ad on radio Hoarding/Billboards Meets/salespeople Saw display in shop Relatives and friends Mails Actual User Experience Saint Gobain Modiguard Others

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See More, See Clear 11. Do you feel that the consumers can pay extra if they are influenced by ad? Definitely Probably Not Sure Probably Not Definitely Not

12.How much extra they can pay? 1-5 % more 5-10% more 10-15% more 10% and above

13. Will you recommend the brands which you have used earlier? Definitely Probably Not Probably Definitely Not Dont know

12. Have you seen the advertisement of any glass company? Yes Please specify the names If No, go to Question 17 13. What do you remember about the Ad? . 14. How did you find the advertisement? Unique Relevant Appealing Increased interest Emotional Yes Yes Yes Yes Yes No No No No No No

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See More, See Clear Informative about product Familiar Irritating Yes Yes Yes No No No

15. How likely is it that the ad will influence the consumers to undertake their action? Definitely Probably Not Sure Probably Not Definitely Not

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