AUTORIKSHA AS AN ADVERTISING MEDIA: THE COMMUTERS`COMMUTERS`PERCEPTION

Virendra Sinh
2017 COMMONWEALTH JOURNAL OF COMMERCE & MANAGEMENT RESEARCH   unpublished
INTRODUCTION Human relation is an important topic for managers and management students. It is found that in those organizations where good human relations exist, employees have better attendance, least Purpose: At present there is cut-through competition in all sectors of business and service sector. Producer want to capture market through effective advertisement. There are so many media for that. Auto rickshaw is mobile hoarding manoeuvres as well as the most affordable outdoor medium for
more » ... tisements. A large number of agencies are engaged to maximize their business share in this potential market in Indian towns and all classified cities. This study aims to examine commuters' perception towards advertising effectiveness in context to auto rickshaws in Godhra city. Methodology: This is a correlation type of study and the survey covers auto-rickshaw commuters within periphery of Godhra city by administering structured survey questionnaire sets in person (315 out of 1400). The actors considered for the questionnaire are; consumer, advertisement, product/service, medium and environment by employing convenience sampling technique. All the respondents are considered as valid respondents for further investigation. The collected data are analyzed for (1) scale reliability (2) descriptive statistics (3) factor analysis and (4) Regression analysis tests With a view to know the level of commuters' perception towards Autotisement (Auto Advertisement). IBMSPSS.20.0 is employed as statistical tool for data analysis. Findings: The collected data explores on significant and positive relationship between medium and environment. The data also explores on importance of commuters perception towards Fast-Moving Consumer Goods and all type of services in urban city like Godhra.
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