Animated Cartoons in Advertising

This assignment presents a questionnaire designed to investigate the effectiveness of animated cartoon advertisements. It gathers demographic information and delves into respondents' familiarity with cartoon commercials, their preferences for specific advertisement attributes, and their perception of the impact of cartoon ads on purchasing behavior. Questions explore factors such as brand recall, product preference, and the overall influence of peripheral cues in advertising.

The role and impact of using peripheral cues such
as cartoon characters in adverts and its influence
on customer's purchase decisions
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ACKNOWLEDGEMENT
I am thankful to all those individuals who have provided guidance and assistance as well to
accomplish the dissertation. Firstly, I owe my thanks to mentor who gave me chance to undertake
this dissertation and motivate me to do it in ethical manner. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible settlements. This leads successful
finishing point of dissertation and achievement of meaningful results.
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ABSTRACT
Aim: The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Methodology: For carried out the following research with the intention of achieve the aim of the
study, the researcher has been selected the various research methodology. The descriptive research
design has been used in the investigation. The qualitative research type has been selected for meet
the objectives of the present study. The suitable research philosophy for the present study has been
interpretivism. The researcher has been chosen inductive research approach for achieve the aim of
the study. On the other hand, primary and secondary data collection methods have been used in the
following research. A questionnaire has been prepared to meet the objectives of the investigation.
The probabilistic random sampling has been preferred by the scholar where the samples size has
been 50 and the sample population has Indian people who are residing in the UK. The preferred age
group for the investigation has 15 to 30 years. The thematic data analysis method has been used for
evaluate the collected data and reach at appropriate outcomes.
Results: From the primary information, the researcher has analyzed that there is a strong
relationship between peripheral cues and its impact over the consumer buying decisions. Indian
customers have carried out positive attitude towards animated cartoon characters based ads. Most of
the respondents have thought that cartoon based advertisements have able to convince them to buy
the products and services of the companies. Along with this, Indian people residing in the UK have
wanted to try goods after influencing from peripheral cues ads.
Conclusion: The researcher has been determined that there has an important role played by
peripheral cues such as cartoon characters in adverts and it has influenced on customer's purchase
decisions
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TABLE OF CONTENTS
ACKNOWLEDGEMENT....................................................................................................................2
ABSTRACT.........................................................................................................................................3
CHAPTER 1: INTRODUCTION.........................................................................................................6
1.1 Background................................................................................................................................6
1.2 Rational of the study..................................................................................................................6
1.3 Research aim and objectives......................................................................................................7
1.4 Research questions.....................................................................................................................7
1.5 Significance of study.................................................................................................................7
1.6 Structure of the study.................................................................................................................8
CHAPTER 2 LITERATURE REVIEW.............................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Peripheral cues in advertising: A brief history.........................................................................10
2.3 Concept of Peripheral cues......................................................................................................11
2.4 Reasons of using peripheral cues in advertisement preparation..............................................12
2.5 Concept of consumer buying behaviour..................................................................................14
2.6 Role of peripheral cues in influencing customers purchase decisions.....................................16
2.7 Theories and models that able to define Cognitive Responses of the customers to an
Advertisement................................................................................................................................17
2.8 Conclusion...............................................................................................................................18
2.9 Literature gap...........................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY................................................................................19
3.1 Introduction..............................................................................................................................19
3.2 Research philosophy................................................................................................................19
3.3 Research design.......................................................................................................................19
3.4 Research approach...................................................................................................................20
3.5 Research type...........................................................................................................................21
3.6 Data collection.........................................................................................................................21
3.7 Sampling techniques................................................................................................................21
3.8 Sampling..................................................................................................................................22
3.9 Data analysis............................................................................................................................22
3.10 Validity and reliability............................................................................................................23
3.11 Ethical consideration..............................................................................................................24
3.12 Research limitations...............................................................................................................24

CHAPTER 4: DATA ANALYSIS.......................................................................................................25
4.1 Introduction..............................................................................................................................25
4.2 Data analysis............................................................................................................................25
CHAPTER 5: CONCLUSION...........................................................................................................46
5.1 Conclusion...............................................................................................................................46
5.2 Recommendation.....................................................................................................................48
REFERENCES...................................................................................................................................50
APPENDIX........................................................................................................................................53

CHAPTER 1: INTRODUCTION
1.1 Background
In everyday life, a person is surrounding with different advertisements that can be digital or
printed media. At the time of browsing internet, advertising campaigns and slogans can be found
very easily. Along with this, companies ads also seen on smart phones, television, radios,
newspapers etc. With the passing of time, advertisers have taken one more steps in the direction of
to make the advertising more effective and attractive. They have started to place them at bus stops,
metro stations, buildings, train stations, road billboards etc. By using of such kind of unique and eye
catching advertising strategies, organizations are always trying to communicate their message to the
target customers (Carrington, Neville and Whitwell, 2010).
At the time of creating advertising, there are several variables that needed into the
consideration. The goal of preparing an ad is to promote the sales of the services or products. It is
considering as a unique and diverse form of communication that try to persuade consumers to buy a
particular service or a product. In the recent time, firms are trying to grab the attention of the service
users with visual stimulation, convincing slogans, peripheral cues such as cartoon characters,
explicit messages, celebrities etc. The roles of peripheral cues in advertisements are increasing
because of gain huge attention of target consumers. This strategy adopts by the firms to make the
ads more creative, unique and attractive. Cartoon animations are very powerful tool for both offline
and online companies (Fan and Li, 2010). Whenever marketers select an animated character that
can raise the sales of goods of the businesses than it’s actually represents a strong brand image of
the association in front of the end users. It creates a broad appeal to the customers to buy the
commodities and services of the enterprises and assists in generating awareness in consumers
towards a particular brand.
The present study is based on the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on customer's purchase decisions. To carry out the following
investigation in the right manner, different organizations examples are taking into the consideration.
In the UK, there are many of the companies which are recently using cartoon characters to attract
the services users and give a good hike to the sales of services and goods.
1.2 Rational of the study
Peripheral cues are considering as a most important advertising tool by the UK companies.
Most of the time, the message or information an organization wants to deliver are not effectively
communicated to the customers. The advertising mediums such as newspaper, TV, radio, digital
platform etc that they are using is not that effective which can able to quick deliver the main content

of act (Solomon, Russell-Bennett and Previte, 2012). This thing does not bring an improvement in
brand perception and boost conversation between the organization and its target segment. Although,
the selected advertisement methods of the firms are not able to influence the consumer purchase
decisions in a right way. So, the ineffectiveness of old advertisement techniques does not influence
the buying decisions of the end users in an appropriate manner. Hence, it becomes important for the
diverse companies to adopt a new ad formation method i.e. peripheral cue. With the help of this, it
will become easy for firms to quickly deliver messages to the customers regarding the services and
goods. Along with this, it will assist the advertisers to put the lights on the image of association and
will try to increase the number of footfall of the end users in the outlets. Further, peripheral cues
will easily share with the consumers with the large customers within the minimum time duration.
Therefore, the overall role of cartoon characters in preparing advertisement will positively influence
the customer buying decisions (Reddy and Reddy, 2010).
1.3 Research aim and objectives
Research aim and objectives of present dissertation will be as follows:
Aim:
The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Objectives:
 To understand the role of peripheral cues in advertisement.
 To determine factors affecting customers purchase decisions.
 To explore the role of peripheral cues on consumer buying decisions.
 To suggest the ways in which companies can use peripheral cues to influence the purchase
decisions of Indian customers residing in the UK
1.4 Research questions
1. What is the concept of peripheral cues?
2. What are the reasons of using peripheral cues in advertisement preparation?
3. Which types of roles play by peripheral cues in influencing customers purchase decisions?
4. Explain theories and models that able to define Cognitive Responses of the customers to an
Advertisement.
5. What is the relationship between peripheral cues and its impact over the consumer buying
decisions?

1.5 Significance of study
Customer buying decision is a process by which a customer goes through from it always to
take a decision of buying some goods as per its needs and requirements. At the time of taking
decisions regarding purchase a product or a service, a consumer considers some essential things
(Ghani, Imran and Jan, 2011). For an organization, it becomes important to understand this concept
because to run the business in successful manner, a good understanding of end user buying
behaviour mush needed. This helps to determine what things want by the customers from a
company services. Rational and emotional are major reasons that affect the buying decisions. Along
with this, some other elements are marketing, advertisements, social and culture factors etc. In the
present time, companies of the UK are using various advertisement strategies to attract the
customers (Oakes, 2009). The most common methods are TV, radio, newspapers, digital media,
internet etc. But, in the recent time, many of the firms are starting to use peripheral cues i.e. cartoon
characters to catch the attention of the end users. For this, they are either using some famous
cartoons which are coming in different cartoon shows or creating a new one that can represent the
image and brand of the company. This concept is using by the enterprises with the aim of positively
influence the customer buying decisions. Peripheral cues are the central of focus of the people and
their role or character create an image in audience mind. To develop a good brand image, create
awareness in the community about the particular service or product, gain competitive advantages
and influence buying decision of the consumers, companies are using the idea of preparing the ads
by involving cartoon characteristics (Costa, 2010).
The present investigation will shed light on reasons of using peripheral cues in the
advertising and its impact on influencing buyer purchase decisions. This will assist the researcher to
gather primary and secondary information to determine the effectiveness of cartoon characters in
affecting buying decisions of the customers.
1.6 Structure of the study
A structure of the study assists the researchers to carry out an investigation in a systematic
manner. It provides a brief overview of a whole research and related topics that will cover during
the investigation. In the context of the present dissertation, the structure of the study is as follows:
Chapter 1: Introduction- It is the first chapter of dissertation that delivers a brief or an overview of
regarding research questions, aim and objectives. This also provides an information about the
rational and significance of the study. Background of the investigation also discusses so that readers
can clearly understand about different terms and issues related to the research.
Chapter 2: Literature review- It is the second chapter of dissertation in which different previous

studies on similar topic will be discussed by the scholar. For this, various sources will take into the
consideration such as books, journals, customer reviews for products, online articles, past research
papers etc. These all will help in attain the research objectives and answer research questions. Along
with this, Elaboration Likelihood Model will be used to address the research objectives
Chapter 3: Research methodology- This is a third chapter of dissertation where various tools and
techniques related to research will follow by the researcher. These are as research design,
philosophy, research approach, data collection, research type, sampling etc. The research approach
for the present investigation will be qualitative. Further, interpretivism research philosophy will be
adopted by the researcher to answer the research questions.
Chapter 4: Data analysis- This can be considered as an important part of the research where the
collected data analyze with the use of right data analysis techniques. In the context of the present
investigation, the researcher will use thematic data analysis to assess the primary information.
Along with this, some themes will prepare by which the generated outcomes will present in the
form of charts, tables, graphs etc.
Chapter 5: Conclusion and recommendation- This is the last chapter of the investigation in which
a researcher draw a conclusion on the basis of outcomes of the data analysis chapter. For the current
study, the investigator will write the conclusion on the basis of generated results and properly
addressing the objectives of the research. Further, some recommendations will be stated by the
scholar within the respect of draw conclusion.

CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
A literature review is an assessment report of information where a researcher considers
several similar and previous literatures for selected area of study. It provides a theoretical base to
the research and assists the scholar to find out the nature of the investigation. A literature review can
be defined as a text of a scholarly paper which comprises current findings, knowledge,
methodological, theoretical information etc about a selected subject. It is a secondary source of data
that can easily find in academic journals, books reviews, articles, peer reviewed etc. With the help
of this, it becomes easy for the investigators to critically summarize the present knowledge in the
area of investigation. By considering strengths and weaknesses of previous work, it becomes easy
for the researchers to overcome the potential issues in own research. To review related materials of
literatures, it helps the scholars to collect most valuable data which can give a new and right
direction to their research. The present chapter is related to literature review on proposed aim of
dissertation i.e. the role and impact of using peripheral cues such as cartoon characters in adverts
and its influence on customer's purchase decisions. In this section, some objectives will be covered
by summarizing the literature review such as reasons of using peripheral cues in advertisement
preparation, role of cartoon characters in influencing customers purchase decisions etc.
2.2 Peripheral cues in advertising: A brief history
As per the statement of Parent, “animation is having a great story telling capability and it’s
now become a key part of advertisement” (Parent, 2012). It has been evolved for thousands of years
such as storytelling, creating cartoon movies etc. Along with this, In Paleolithic cave drawings have
considered as an evidence of drawing of animals lags in superimposed positions. In this context,
Pallant, has asserted that “in the 1920s to late 1960s, the development of cartoons were beginning.
It knew with the name of “Golden Age of American Animation” (Pallant, 2011). In this era, the
famous and world popular peripheral cues were created such as Mickey Mouse, Popeye, Bugs
Bunny and many others. When commercial advertisement gained popularity in 1940s then
animation was become famous in making advertisements. By supporting the above statement, Jonz,
Zachar, Da Fonte and Mierzwa, has asserted that “during this, they were started to use TV cartoons
in order to fund their TV stations and increase the popularity of their channel in the market” Jonz,
(Zachar, Da Fonte and Mierzwa, 2015)). Trix Rabbit and Cap’n Crunch were some famous
peripheral cues that were introduced in 1950s and they are still using in the present time by many of
the companies to make their ads more creative, unique and attractive.
On the other hand, Sito has explained that “organizations are using cartoon animations to

advertise their products and services for target customers” (Sito, 2013). This trend becomes popular
with the time because they are considering as a good spokesperson for the commodities. With the
help of this, it makes the brand more recognizable between the audiences. Rocky & Bullwinkle is
very famous cartoon that has been seen in many products ads. Tschang and Goldstein, has
pinpointed in support of above statement that “using peripheral cues in advertisement is considering
as a most powerful tool because within the less time duration, it able to deliver the main content of
the message to the audiences” (Tschang and Goldstein, 2010). This creates a freedom to the
advertisers to give a base to their imagination and promote the products and services in effective
manner.
2.3 Concept of Peripheral cues
As per the view point of the Parent, “in the present time peripheral cues which mainly
include the cartoon characters and animations are playing an important role in developing with the
efficient advertisement for the organization” (Parent, 2012). It assists in showing the things in an
attractive manner and present to the customers in an effective manner. There are some major
features which makes peripheral cues and important element in developing the advertisement.
As per Petty and Cacioppo, “In the present time, people are not interested in seeing the
traditional campaign for the products” (Petty and Cacioppo, 2012). Thus, they require something
new and attractive things which can influence them to buy the products in the first watch. Further,
animations and cartoon characters used in the advertisement make the ads very entertaining and eye
catchy to the people. As per the recent study, it is been evaluated that funny content found in the
advertisement was the most viewed ones and sales of that products is also reaching the heights.
Hafed and Ignashchenkova have stated that “thus, it is important for the company to use different
attractive cartoon characters in their ads and promotional activities so as to ensure increase in sales
volume as well as in developing the brand image (Hafed and Ignashchenkova, 2013).
On the other hand, Phillips and McQuarrie, 2010 has stated that “it is been seen that the
characters used in the advertisement assist in conveying the message to the customers in an efficient
and effective manner” (Phillips and McQuarrie, 2010). They properly determine with the features
and benefits which highly influence the people to buy the products without having the core need of
it. Author states that it becomes very difficult to determine the process of making the product in
attractive manner within short span of time. Further, the cartoon must also been chosen as per the
products which means that if the good is for kids than they must for some famous cartoon character
so that it appeal to them to a greater extent.
As per the view point of Cheung, Xiao and Liu, “By using an efficient animation, the

company can depicts with the imagination behind the development of the product” (Cheung, Xiao
and Liu, 2014). Moreover, the usage of cartoon characters assists in determining the specifications
and features of the product in a more concise manner. It means that with a short time span the
company can determine with the characteristics and process in an efficient manner. This will also be
in an attractive manner so the customers can imagine the product positively. Further, by seeing with
the advertisement, people will surely wait for the product to be launched in market so that they can
avail them as soon as possible. For example, the advertisement of Kinder Joy is as appealing as they
change their toys which are a gift with the article. This makes the children to imagine with that toy
and wait for the launch of the products so that they can acquire with the toy.
2.4 Reasons of using peripheral cues in advertisement preparation
According to Cheung, Xiao and Liu, “if the organizations are very serious to show their
presence at both online and offline that it they have to look towards creating of good content that
can positively engage them” (Cheung, Xiao and Liu, 2012). From the last passing few years, it has
been noticed that the trend of application of peripheral cues to develop ads are increasing. There are
more than 40% organizations which are using cartoons to represent their brand among their
customers. To support the above author statement, Trott, has stated that “grab attention is one the
reasons which shows why animations should or are using in preparing an advertisement” (Trott,
2013). As marketers, companies are constantly facing the challenges to find the most effective way
to catch attention of end users. Cartoons can do this thing effortlessly where the acting of them
creates an image of a product in the consumers mind. While, Lin and Wang, has argued that
“peripheral cues in advertisement able to quickly deliver messages of the firms to the audiences”
(Lin and Wang, 2012). It is most effective multimedia tool as compare to others that replaces boring
long texts, images and emotional audios. This conveys information to the audiences in more
effective way in unique and quick manner.
Beside this, Mishra has explored in his research that “many of the people have grown up by
watching cartoons animations” (Mishra, 2014). These are representing a positive and carefree sign
to attract the attention of the viewers. By considering this concept and success of commercial
cartoon TV channels, the organizations take decision to use peripheral cues in advertisement.
Kellogg’s is on the companies which uses animated characters in the ads and promote the brand at
national and international level. Although, after the innovation of crispy flakes, firm was getting the
success in selling of corn flakes and other cereals food items. So, it had been decided by the owner
of the business to adopt very unique animated characters to market the products in more effective
manner. In this context, another example of same firm has used a animated brown monkey in

advertising Kellogg’s chocos. With the help of peripheral cues s, cited firm has earned billions of
dollars. The power of peripheral cues for Kellogg’s can be seen from below diagrams (ZHAO,
HIGGETT and HUDSON, 2014).
Before using an animated character After using an Animated Character

On the other hand, Ilicic, Baxter and Kulczynski has explained his point of view that “the
application of using peripheral cues to increase the engagement of the viewers” (Ilicic, Baxter and
Kulczynski, 2015). Animated characters are doing that thing which cannot be done by a
spokesperson. For example, McDonald’s has used Ronald McDonald as a peripheral cue to promote
its burgers and other food items through advertisement. It is a clown character that use by the cited
company to in their fast food restaurant chain all over the world. Along with this, Furby who is a
cartoon character has used by the firm to promote its Happy Meals. On the other hand, Chewie the
Chewitsaurus cartoon mascot has employed by Chewits organization which is making sweets in
advertisings. With the advancement in advertising, the puppets were replaced by 2D animated
Chewie the Chewitsaurus. As per the view point of Jayswal and Panchal, “the most important
reason of using cartoon characters by the companies is because of its cost effective features”
(Jayswal and Panchal, 2012). It is barrier free and more effective to communicate the message of
the firm to the viewers in a right manner. This saves the costs of a traditional video making,
designing of sets, shoot on different locations, production costing, paying wages to models or
spokespersons etc. From the overall discussion, it can be said that there are several reasons which
shows the applications of peripheral cues in advertisement. These are grabbing the attention of
audiences, keeping views engaged, communicating quickly and concisely, making long lasting
impression over the audience and its cost effective feature (Yoon and Kim, 2015).
2.5 Concept of consumer buying behaviour
Parent, 2012 stated that “in the present time, consumer behaviour have a great impact on the
buying decisions made by the consumers” (Parent, 2012). It mainly refers to the decisions which the
person takes on the basis of the elements such as their wants, needs, requirements etc. for the

products or service they acquire. Thus, it becomes important for the organization to evaluate the
consumer behaviour so as to identify that how the customers will react about the product or service.
This will help them to determine the sales volume as well as the profit earned by them prior to the
launch. Further, it will also assist in identifying the opportunities which must be met to enhance the
sales of the product to be developed. Further, as per the view point of Pallant, “the marketing
strategies used by the company are also an important element for influencing them to purchase the
product” (Pallant, 2011). Thus, the cartoon characters used by the organization have a great positive
impact on the buying decisions made by the customers. Further there are mainly three factors which
are been considered while determining the affect of consumer behaviour on marketing:
Apart from this, Jonz, Zachar, Da Fonte and Mierzwa have considered that “psychological
factors as an important factor” (Jonz, Zachar, Da Fonte and Mierzwa, 2015). These refers to the
perception about the need and situation, ability to learn about the thing and the attitude of the
individual is mainly determines the psychological factor. Thus, ever person has its own perspective
of taking the things from the advertisement shown to them. In support of the above statement,
ZHAO, HIGGETT and HUDSON has stated that “the organization must adopt the marketing
strategy which gives detailed information about the product and influence them to purchase it”
(ZHAO, HIGGETT and HUDSON, 2014). It is been seen that the marketer of the company take
these psychological factors into consideration while creating with the marketing campaign so that
they appeal the customers to a greater extent. Thus, it has been evaluated that animations and
cartoon characters used in the advertisements appeal the customers in an efficient manner as they
are eye catchy to the customers and influence them to buy the product.
Sito, has stated that “personal factors may not be same for the next person or to other group.
Thus, the elements involved in this are habit, interests and the opinions made by the person” (Sito,
2013). Thus, it has a great impact on the buying decisions taken by the customers for the particular
product. Moreover, author states that the factors such as gender, culture and background also affect
the buying decision. Thus, it is important for the marketers to come up with advertisement
according to the product which is been served by the company. Thus, in this cartoon characters also
appeal the customers for buying the product.
As per Tschang and Goldstein, “social factors which are having a greater impact on the
decisions taken by the consumer” (Tschang and Goldstein, 2010). This mainly includes the
characteristics such as family, social interaction, communities etc. which affects the decisions made
while buying the products. It is important for the company to develop with the advertisement which
can appeal the people to greater extent. Mishra, has asserted in the support of above statement that
“for targeting a certain group the marketers must use the cartoon characters which are depicting

some element of their social group” (Mishra, 2014). It will help to attract large number of
customers. Thus they will have a great influence on the buying decisions taken by the people for
purchasing a certain product.
2.6 Role of peripheral cues in influencing customers purchase decisions
Petty and Cacioppo have stated that “in the context of increase competition and changing in
social and economic environment, it is important for the companies to adopt consumer oriented
approach” (Petty and Cacioppo, 2012). On the most essential aspects in this direction is using
peripheral cues in making advertisements so that some changes can be brought in customer buying
behaviour. For example, McDonald’s has targeted the children to market its fast food products. For
this, company has used Furby to advertise its Happy Meal food section between the children. This
thing has influenced the purchase decision of child consumers. In this context, Hafed and
Ignashchenkova has asserted that “the most important role of peripheral cues in influencing end
users purchase decision is the power of association” (Hafed and Ignashchenkova, 2013). For
instance, when a person takes a shower and feels relaxed. With this respect, brain of that person
associates taking a shower with feeling relaxed. The same thing happens with the customers when
they see animated favourite cartoons in advertisement than their mind prepares them to buy that
product. This changes the buying behaviour of the end users. In the case of Kellogg’s, its products
know with the Ultimate Bland Food. This thing relate to morning waking up breakfast for the
customers. It creates a character that consumers mind associates with waking up happy in the
morning and relate it to eating cornflakes.
On the other side, Phillips and McQuarrie, has explained that “neuroscience has shown the
evidence that human being brain has loved metaphors” (Phillips and McQuarrie, 2010). It allows
the brain to understand the things easily and quickly. A study done by Emory University has stated
that when people read a metaphor which include texture, a part of the mind become activate by seen
or touch the texture. The same concept has applied in the case of making the advertising with the
use of peripheral cues. By seen the animated cartoons in the ads, the mind of the viewers try to
understand that what message deliver through this advertising. In the support of the above
statement, Cheung, Xiao and Liu have asserted that “by seen a colourful and black and white
peripheral cue, the mind starts to react in different way in two situations” (Cheung, Xiao and Liu,
2014). For instance, a black and white animated ad, brain goes comatose because without a
colourful, happy, funning cartoon, brain tries to avoid those metaphors to understand. It has directly
made the impact over the consumer buying decision. The reason of seen without happy and
colourless animated peripheral cues, viewers have attracted towards that advertising and they have

not purchase that goods.
2.7 Theories and models that able to define Cognitive Responses of the customers to an
Advertisement
According to Cheung, Xiao and Liu, “there are many particular definitions of involvement
within consumer and social psychology” (Cheung, Xiao and Liu, 2012). When a company highly
involves messages than it makes huge impact over the positive response of the customers rather
than lower involvement of messages. In this context, there are several strategies have been
considered in studying the involvement of the customers. For instance, the issues of a product have
varied for both end users and the social groups or it can be aid that they are personally important to
take the right buying decisions. Trott has stated in this support that “a most effective process for
studying Cognitive Responses of the customers to an Advertisement is characteristics of advertising
medium, messages and the way of audiences understand deliver information” (Trott, 2013). This
concept supports by Elaboration likelihood model which is a dual process theory. This defines the
changes of attitude of the customers by seen peripheral cues advertisements. The following
framework has contained the two major routes to persuasion: the central route and the peripheral
route. Trott has further stated that in the central route, persuasion generates from a careful and
thoughtful consideration of a person by considering the presented information through the ads. It
involves a high level of message elaboration where a huge amount of cognition arguments
generated via receiving of message from different ways. It had defined the outcome of attitude
change in terms of enduring, resistant, and predictive of behaviour. On the other side, Lin and Wang
has stated that “peripheral route has involved persuasion results derived from positive or negative
cues of a person association at the time of understanding an information” (Lin and Wang,
2012).This cues have received by the individual from peripheral route which has generally related
to the logical quality of the stimulus. It has contained the several factors such as attractiveness or
credibility of the sources of the message, nature of the information etc.
Beside this, Mishra has asserted that “there are four major elements of Elaboration
likelihood model i.e. core ideas, assumptions, variables and consequences” (Mishra, 2014). These
all have affected the application of the following framework in advertising communication. For
instance, in a product advertisement of a new disposable razor, a company involves one group of
subject highly within the product by communicating them that the following product would be
tested marketed very soon in the local geographical location. After the end of the experiment, that
group will get the chance to use that disposable razor. On the other hand, another group get low
chance of involvement with the product by telling them this will be tested in a distant city. Along

with this, it will also communicate to them after completing the testing; they would have the chance
to get toothpaste. From the example, it has found that Elaboration likelihood model has able to
define Cognitive Responses of the customers to an Advertisement (ZHAO, HIGGETT and
HUDSON, 2014).
2.8 Conclusion
From the above conducted literature review and understand the view points of various
authors in support and contrast, it has been concluded that with the increase trend of TV and success
of commercial cartoon shows, this has influenced the companies to adopt peripheral cues to
advertise their services and products. There have several reasons which have defined the importance
of cartoon characters in ads. These are cost effective; grab the attentions of customers etc. Along
with this, consumer buying behaviour has affected from diverse factors in which application of
peripheral cues to change the customer purchase decisions. With the application of Elaboration
likelihood model, organizations have able to defined Cognitive Responses of the customers to
animated advertisement.
2.9 Literature gap
By understanding the arguments of different authors in the above literature review, it has
determined that there have limited researches conduct on the present investigation topic. Many of
the investigations have been carried out on customer satisfaction, advertisements etc. But some of
them researchers have focused over the role and use of peripheral cues on customer satisfaction. On
the other hand, the previous researches on the following topic have not taken into the consideration
for Indian customers which are residing in the UK. This is the most highly influence group by
unique animated ads. So, this shows that there is a wide gap in the existing investigations which
motivate the researcher to select the proposed dissertation topic for research.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Methodology section of the research entails regarding systematic assessment and use of
research strategies with the aim of move the entire research in a specific direction. It assists in
avoiding representation of gather information in disorganized way. Every study contains a unique
nature and according to this, different research methodologies take into the consideration. The
present dissertation is based on the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on customer's purchase decisions (Bauer, 2014). To examine
this and address research objectives, the researcher has used various types of research methods such
as research approach, research design, research philosophy, data collection techniques, data analysis
methods etc (Billig and Waterman, 2014). The following chapter will help the scholar to address all
research questions and examine the impact of peripheral cues on Indian consume buying decisions.
Along with this, the selected methodologies will assist in drawing reliable and valid conclusion as
per the analyzed data.
3.2 Research philosophy
Positivism and interpretivism are two type of research philosophy that use by the researchers
in the investigation. In interpretivism framework, elements of the study interpret by the
investigators and for this, the interest of human included into the research. Under this, it assumes
that inclusion of reality within the analysis can only be possible through social construction such as
consciousness, instruments, shared meanings etc. According to following approach, it becomes
essential for the investigator to act as a social actor to understand differences between people
(Cammarota and Fine, 2010). Along with this, interpretivism research philosophy focuses over
meanings that reflect several aspects of research problem. While in positivism research philosophy,
this is only based on factual i.e. actual knowledge which gains from observation or any other trust
worthy methods. Here, researcher plays limited roles in data collection and interpret them via using
objective approach. It makes the outcomes of the investigation more specific and quantifiable. With
the help of statistical analysis, a quantifiable observation can be effectively conducted in order to
draw a valid conclusion (Flick, 2015). In the case of the present investigation, the researcher has
been used interpretivism research philosophy because it has helped the scholar to interpret the
collected data and understand the importance of peripheral cues impacts on Indian consume buying
decisions.
3.3 Research design
It is a plan of a research study which provides a blueprint of whole study. It can be
categorized into descriptive, correlation and experimental. Descriptive research design defines the

characteristics of a population which needed to be studied. It not provides the answer of why, how
and when the characteristics occurred related questions. This is used to state the situation or nature
of the investigation in a right way. It is closely connected with observational studies, surveys and
case studies to collect the information from various source of information. Descriptive research
design is a qualitative method of research. On the other hand, correlation research design is a
quantitative method where 2 or more quantitative variables of the same group consider by the
researcher to determine the relationship between them (Gast and Ledford, 2014). With the help of
this, it become easy to define whether increase or decrease in one element can brings change in
other variables or not. While, in the case of experimental research design, the scholar tries to
maintain a control on all factors that may affect the final outcome of the study. It concerns with
assessment of the impact on independent variables on dependent variables. Under this, some
manipulation can be made in independent variables via interventions (Hunleth, 2011). For the
current research, the scholar has been used descriptive research design because it observes the
research objectives in natural manner without making any modifications outcomes. Along with this,
it has helped to describe the role of peripheral cues on Indian consumer buying decisions who are
residing in the UK.
3.4 Research approach
Two major kinds of research approach are inductive and deductive frameworks. The main
difference between these two methods is deductive focuses over testing of theory while inductive
concerns with generation of new theoretical framework on the basis of generated outcomes. When a
research begins with a hypothesis than a deductive approach takes into the consideration. To
analyze collected information, generally quantitative research framework uses. So, on the basis of
set of hypotheses of the research, the scholar can confirm the rejection or confirmed validity and
reliability of research aim (Mackey and Gass, 2015). But if study contains research question to
narrow down the scope of the investigation then this shows the evidence of presence of inductive
research approach. To attain the objectives, the investigator uses a systematic process. The present
dissertation is based on to determine the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on Indian customer's purchase decisions who are residing in
the UK. In this context, inductive research approach has been taken into the consideration. The
reason of this is the study has contained some research objectives to address the research aim in an
appropriate manner (Miller, Birch, Mauthner and Jessop, 2012). With the help of the selected
research approach, the scholar has able to explain the answers of role of peripheral cues on
consumer buying decision.

3.5 Research type
Quantitative and quantitative are two forms of research types. In quantitative research, the
study completely based on numeric figures because it assists the researcher to evaluate the collected
numeric data and compare it with either past records or expected outcomes. It can be considered as
a systematic experiential examination of quantitative characteristics and their relationship between
each other. The objective of this is to develop and utilize different mathematical models, hypothesis
or theories. It includes the use of structured questionnaire where responses of the respondents have
determined and analyze with the help of mathematical techniques (Neuman and Robson, 2012). On
the other hand, qualitative research type can be defined as collecting, analyzing and interpret
information via a close observation what people do and say. It is more subjective in nature and
contain numerous methods of data collection such as focus groups, personal interviews etc. The
nature of qualitative research type is open-ended and exploratory (Panneerselvam, 2014). For the
present research, the researcher has been selected qualitative research type because to determine the
role of peripheral cues in affecting Indian customers purchase decisions. By considering small focus
groups, required data for the investigation has easily collected.
3.6 Data collection
This is the most important part of research because to address the research aim and find the
solution of research question, data collection must be needed. There are two types of data
collection: primary and secondary methods. Primary data considers as a fresh and first hand data
where it collects from various sources such as questionnaire, face to face interview, observation,
survey etc. While in secondary data collection method, various sources take in to the consideration
(Silverman, 2016). These are books, previous research papers, articles, newspaper, organization
previous records, journals etc. In the case of present investigation, the research has used the
following framework to gather information. For this, a structured questionnaire has prepared that
has contained open and close ended questions. The all questions have based on developed aim and
objectives so that it can easy to find the answer of all questions. On the other hand, to collect
secondary data for the present study, the scholar has collect the information from different kinds of
sources such as books, previous research papers, articles, newspaper, journals etc (Smith, 2015).
These have based on the subject of peripheral cues and its impact on the customer decision making
process. Therefore, with the help of primary and secondary data collection methods, the researcher
has able to address the research problem in effective manner by collect valid and reliable data.
3.7 Sampling techniques
Sampling is a procedure used in arithmetic assessment where a prearranged number of
observations are taken from a large selected population. Selection of sampling technique depends

over size of population groups. At the time of carrying out the investigation, the researcher should
select an appropriate sample that can able to represent the whole population. While taking a sample
from a target population from a target population then it becomes important to consider how the
sample is select (Özerdem and Bowd, 2016). To make a representative sample, it should be drawn
randomly and include the entire population. There are two types of sampling: random and
systematic sampling. Random sampling can be characterized that probability of assortment is the
same for every situation in the population. It is a method of selection of units from a defined
population so that every member gets equal chance to participate in the experiments. On the other
hand, in the case of systematic sampling, it helps the researcher to draw a sample without making a
mistake. It divides the population size in desire sample size so that biasness during drawing sample
can be minimized (Rose, 2016). In the case of present investigation, the researcher has been used
random sampling method. The reason of using the following concepts is it has provided the accurate
presentation of the collected primary information. This has effectively classified the respondents
and their responses.
3.8 Sampling
The size of the sampling plays an essential role in the investigation because it represents
either targeted population. It is very important part of the research because it gives opportunities to
the researchers to have confidence in collecting data and assuming what may happen wrong if
assumptions and selected sampling technique goes wrong. This is practically impossible to attempt
the study without survey and sampling methods. A good statistical study is one that should be well
designed and leads to a valid conclusion. There are two major reasons that affect the quality and
power of the investigation (Taylor, Bogdan and DeVault, 2015). These are sample size and its effect
size. The larger sample size makes the less effect size on the research. On the basis of size of
sample, the scholars able to draw a valid conclusion and attains the outcomes of the investigation.
In the context of the present dissertation, the researcher has been used 50 sample size where the data
for primary investigation has been collected from the Indian people who are residing in the UK and
has come under the age group of 25 to 40 years. The reason of selecting the following sample
population is because these have able to expose human subjects and has given realistic information
on impact of peripheral cues on customer decision making process.
3.9 Data analysis
With the aim of analyze collected information from different sources, there are various
assessment methods available. The most commonly used techniques are qualitative and quantitative
data analysis technique. Both are significant tools to evaluate gather data on several aspects.

Qualitative data analysis practice involves numerous processes such as coding, categorizing of
information etc as per the set patterns and layouts. In this, the researchers work on descriptive data
and interpret that information to discover important outcomes by drawing patters and tends. On the
other hand, quantitative data analysis technique assists in evaluation of data because it provides
quantifiable and easy to understand the consequences (Baskerville and Wood-Harper, 2016). The
related data of following method can be assesses with various ways. It responsible for the numerical
representation and manipulation of observation so that purpose and objectives of the research can be
easily reflects in the study. For the present investigation, the researcher has been used qualitative
research analysis (Robson and McCartan, 2016). The reason of adopting the following method for
the current research is to providing depth and detail assessment regarding the collected primary
data. Along with this, it has allowed to avoid pre-judgement situations to explain why a particular
response was given by the responders.
3.10 Validity and reliability
Reliability and validity are the two major and essential section of an investigation.
Reliability defines as the repeatability of the outcomes. For example, if the same study is done on
the second time with the same response then it final result of the research will be similar to previous
once. This shows that collected data are reliable in nature. It reinforces the findings of the study
and ensures that the wide scientific community will approve the objectives and other relate
hypothesis. On the other hand, in the terms of validity, it encompasses the whole investigation
concept and determines whether the outcomes obtained from the investigation meet all requirements
of the research methods. There are two types of validity: internal and external validity. In internal
validity refers to how an experimental design is prearranged and includes entire steps of the
scientific research process (Leavy, 2016). While in external validity, it is considering as a procedure
of examine the outcomes and research questions whether there is any relationship between the
variables or not. Reliability and validity both are depending on each other. It is not always necessary
that measurement valid that it must be reliable. In the case of the present dissertation, validity and
reliability has been considered as an important aspect by the researcher. To ensure the validity of
secondary information, the scholar has taken those literatures which have been published after the
2010. Along with this, those articles which has related to peripheral cures and customer buying
decisions have been taken into consideration. In the terms of reliability, the information which has
been published in English has been considered by the investigators (Gray and Malins, 2016). On the
other hand, at the time of collection of primary information, the investigator has been ensured the
reliability of data in terms of proper completion of questionnaire by the responders.

3.11 Ethical consideration
The whole research has performed by the investigator in ethical way. The collected data
from primary source of information was kept confidential by the researcher. The information was
not taken by the investigator for the personal benefits or other purpose. Along with this, the
investigator was maintained privacy and anonymity of the respondents (English and Kirshner,
2016). On the other hand, at time of collection of information from selected secondary sources,
some of the sources were required permission to access the data. For this, the researcher was taken
prior approval to those owners of those sources. In addition to, without disclosing the nature and
purpose of dissertation, the scholar was considered ethical consideration so that appropriate
information can help in address the research questions.
3.12 Research limitations
At the time of carrying out the investigation, the researcher was faced some limitations. First
was regarding to assessing of information role of peripheral cues and its impact on customer buying
decisions. The related data on the following topic was not easily available. Some of them were
needed prior approval to access. Time was the also a major limitation for the researcher because at
the time of collection of primary and secondary data, it was required huge time and the data was to
be gathered from huge sample size population (Cuomo and Massaro, 2016). So to collect them,
categorized them, analyzed them and interpret them were necessitated enough time. Beside this,
another limitation was cost as primary and secondary research requires high amount of costs. In
terms of to access valid and reliable information for both sources in the present investigation, the
scholar was needed to pay some costs in terms of buying or to become a member of websites. Along
with this, there was enormous data available on current aim of dissertation. But it was an issue for
the researcher to select the right one for the research to make sure about selection of right and
appropriate information for the investigation.

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Data analysis is the most important part of the dissertation because without it, it becomes
impossible to reach at the proper outcomes of the investigation and address the research aim. It is a
process which is used to investigate, transform and re-arrange the collected information with the
aim of drawing a valid conclusion. This helps the researchers to structuring the overall findings
from various source of information. Along with this, data analysis becomes very useful in divide the
large issue in small problems. This acts like a filter where meaningful insights comes out from huge
amount data set. It assists in avoid human being biasness at the time of summarizing the conclusion
with the help of right statistical tools. The reason of selection of right data analysis methodology is
to enable the reader to understand which techniques and methods have been used and how they
have been worked to analyze the collected information. In the present investigation, the researcher
has been considered qualitative research type and to evaluate the gather primary information,
thematic data analysis method has been adopted.
4.2 Data analysis
Theme 1: Demographic information related to monthly income of Indian people residing in the
UK.
Monthly income
Frequenc
y
Percentag
e
Under £25000 10 20
£25000 to £40000 12 24
£40000 to £60000 8 16
£60000 to £80000 15 30
More than £80000 5 10
Total 50 100

Findings and analysis: As per the analyses of the monthly income of the consumer under which the
table shows that 50 – 50 ratio. In this way, people generates the under £25000 which create the 20
% people who earn the £25000. On the other hand, £25000 to £40000 monthly income people lead
to increase the 24 % which help to easily fulfil their needs. Apart from this, some people generates
the monthly income £40000 to £60000 that shows the table 16 %. The ratio of the earning the salary
frequency has 8. Moreover, 30 % people monthly income is £60000 to £80000 which help to
accomplish the demand of them. Lastly 10 % individual earns £80000 monthly incomes in which
few people earn the more than £80000.
Theme 2: Demographic information related to marital status of Indian people residing in the UK.
Marital status
Frequenc
y
Percentag
e
Married 26 52
Single 18 36
Divorced 6 12
Total 50 100

Findings and analysis: With determine the table about the marital status of the people. 52 % people
get the married and them frequency 26. On the other hand, the single person 36 % is the single. As
the compare the ratio of the marital status of the people like married. Apart from this, the 12 %
people are the divorced so that the ratio of the percentage of the married people is high.
Theme 3: Demographic information related to occupation of Indian people residing in the UK
Occupation
Frequenc
y
Percentag
e
Manager 5 10
Degree medical professional 3 6
Engineer 12 24
Teacher 10 20
Self employed 10 20
Students 8 16
Other 2 4
Total 50 100

Findings and analysis: the table shows that occupation of the people which include the manager,
degree medical professional etc. In this way, 10 % people are the manager under which the
frequency likes 5. Moreover, 6 % people are the degree medical professionals and 24 % individual
that occupation is engineer. 20 % individuals are the teacher under which the engineer ratio is high.
Apart from this, self employed like 20 %people are self employed and the frequency like 10.
Furthermore, students are 16 % and other 4 % occupation.
Theme 4: Cartoons and Drams are the most watching programs of Indian people in the UK.
Which kind of program do you usually watch on TV? Frequency Percentage
Cartoons 15 30
Comedy 10 20
Drama 6 12
Suspense 8 16
Action 5 10
Science fiction 6 12
Total 50 100

Findings and analysis: From the above Data the researcher has found from the Indian customer or
respondents, it has been analysed that about highest 30% of UK customers like to watch Cartoon
programmes on Television. It gives an idea to the all companies to advertise their products or
service on Cartoon channels to attract a large number of customers it help them to increase sales
and generate revenue. However, 20% of Indian people watching comedy shows and 16 % like to
watch suspense channel. So the UK companies advertise their products ad on Comedy channels
and as well as on suspense channel by selecting limited channels on most popular channel which
reduce the advertisements cost of an Indian firms. Beside this 12 % customer of country watch
Drama channels and Science Fiction channels, whereas, only 10 % people watch Action channels
on television. So, it can be said that to most of the Indian people residing in the UK are watching
cartoons and comedy programs on TV.
Theme 5: Indian people are familiar that companies are using animated cartoon in Commercial
preparation.
Are you familiar that companies are using animated cartoon in
Commercial preparation? Frequency
Percentag
e
Yes 25 50
No 15 30
Can’t say 10 20
total 50 100

Findings and analysis: On the basis of above table researcher has investigated that the Indian
customers about familiar with those companies who use animated cartoons in commercial
preparation. It has been concluded from the respondents that about 50 % of Indian people say Yes,
they are familiar with those who use animated cartoon and 30 % say NO and other remain 10 % of
Indian people can't anything. Further it demonstrates that most of the Indian gives prior importance
to the animated cartoon companies. So, it influences all the firms to improve in their promotional
strategy in an effective manner by use of attractive animated cartoon in advertising ads.
Theme 6: Peripheral cues advertisements attribute has attracted Indian people to purchase
products and services of the company.
Which attribute did attract you to purchase products and services of
the company? Frequency Percentage
Brand Name 7 14
Price 9 18
Quality 10 20
Peripheral cues advertisements 16 32
Easy availability 8 16
Total 50 100

Findings and analysis: From the above table an investigator find out the results from the Indian
customers about which attribute they attract most while purchasing products and services of an
organisation. So, it has been analysed from the above that 32% customer consider Peripheral cues
advertisement while purchasing products and services from the market after 20 % of customer saw
quantity of product. On other side 18 % people are more concern the most sensitive and emotional
element that is price it attract customers more when they buy anything. Afterwards 16% customer
are very busy so they prefer those goods which are easily available in the marketplace and the
lowest attribute they prefer while choose any product that is 14% of customers prefer image of
company's products and service that is shown by their brand name of company affect their
purchasing buying behaviour of customers. It has been summarized from the above table that the
customer purchasing behaviour impact mainly due to Peripheral cues Advertisement attribute while
they purchase goods and services of any company they attract more towards this and the lowest is
brand name of the company. So, the company should adopt Peripheral cues advertisement strategies
in which they take more consideration on Advertisement and less concentrate on brand name before
deliver goods to the target market.
Theme 7: Indian people advertisements that have contained animated cartoons.
Do you like advertisements that have contained animated cartoons?
Frequenc
y
Percentag
e
Yes always 30 60
No, not always 15 30
Sometimes 5 10
Total 50 100

Findings and analysis: Researcher has tried to determine that whether Indian customers have likes
advertisement that contained animated cartoons or not. It has been find out from the above table that
the Indian respondents in which 60% of the Indian says Yes, they attract towards more on those
product and service which have animated cartoon on its package and 30 % Says NO, they are not
always attract those product which have animated cartoons they prefer most on quality, price and
quantity of product. 5% of Indian customer says sometimes they attract towards those product so, it
has summarized from Data that the company should make change in its product strategy in
designing and packaging of products and services by use of latest animated cartoon hero on product.

Theme 8: Indian people have carried out positive attitude towards animated cartoon characters
based advertisement.
What is your attitude towards animated cartoon characters based
advertisement?
Frequenc
y
Percentag
e
Positive 18 36
Somewhat positive 10 20
Neutral 5 10
Sometime negative 8 16
Negative 9 18
Total 50 100

Findings and analysis: In the above data it has been analysed by investigator towards what type of
Indian customer's attitude they have on advertisement by use of various cartoon characteristics. It
concluded that 36 % of Indian customer have positive attitude towards advertising of cartoon
characteristics whereas, 20% have somewhat positive attitude and almost 10 % have neutral
perception about cartoon characteristics advertisement. Furthermore,16 % customers have some
negative and 18 % negative perception about these market strategy on advertising of products and
services. It summarized from the above information of Indian customers respondents and deliver
message to all company is that they should use attractive animated cartoon while advertising it
products on internet, television and its design to attract and retain new customer from the potential
target marketplace.

Theme 9: There are 5 to 10 ads of various products that have advertised on TV with the use
peripheral cues.
How many different kinds of products can you think of advertised on TV
with the use peripheral cues? Frequency Percentage
5 to 10 ads 25 50
10 to 20 ads 12 24
20 to 35 ads 8 16
More than 35 ads 5 10
Total 50 100

Findings and analysis: : In above Data Investigator find out how many different kinds of products
people's think on advertised on television with proper use of Peripheral clues to the Indian
customers. The highest 50 % of the respondents watch 5 to 10 ads on television have proper use of
Peripheral clues, 24 % of customers think that 10 to 20 ads is proper whereas, 16 % of Indian
customer say nearly 20 to 35 ads on television of products and services. However, the lowest
number of respondents is 10 % think that more than 35 ads is proper use of advertisement so, it has
summarized that the company should make proper use of animated cartoon while they advertise on
television and they hire experts when they design their advertisement strategy of all companies.

Theme 10: There are less than 2 to 3 cartoon based advertisements that have remembered by
Indian people after seen them.
How many cartoon based advertisements do you remembers after seen
them? Frequency Percentage
Less than 2 to 3 ads 26 52
3 to 5 ads 13 26
5 to 7 ads 7 14
Not any one 4 8
Total 50 100
Findings and analysis: In the above table shown that how many number of Indian customers
remember the cartoon advertisement after seen on television. So, it has analysed from data
information on table is that highest 52 % of Indian customers supported and say that less than 2 to 3
ads they remember cartoon advertising whereas, 26 % respondents say that almost 3 to 5 ads they
remember after watching on television and 14 % respondents recall 5 to 7 ads . The lowest number
of respondents is 8 % who does not recall any all the advertisement after watch them on television.
However, it has been summarized from the above data is that only less than 2 to 3 ads people
remember after watching Cartoon ads. So the companies should use unique and attractive strategy
on ads other than cartoon so the customers remember more ads after they watch them on television.
Theme 11: Many of the Indian people have remembered songs or jingles of cartoon based ads.
Are you remembering songs from cartoon based commercials
after seen them on TV?
Frequenc
y
Percentag
e
Yes, always 28 56
No, not always 18 36

Sometimes 4 8
Total 50 100
Findings and analysis: The analyses of the songs of the cartoon which is based on the
commercials. As per the table, the frequency of the people 28 which is always agree with the
statement of the cartoon based songs. On the other hand, few people say that like 18 frequency
wherein they not agree with the statement. In this way, not always the songs from cartoon based
commercials after seen them on TV wherein people agree with this statement because they realize
that. Apart from this, sometimes the songs from cartoon based commercials are not seen them on
the TV that frequency like 4. As per the table, it shows that mostly agree with this statement in
which 56 % out off the 100 % agree and they also seen them on the TV. Moreover, 36 %
respondents have not remembered the songs of ads after seen them on TV which create the
dissatisfaction with this statement. In addition to this, kids sometimes remembering the songs and
after seen them on TV in which the 8 %.
Theme 12: Peripheral cues advertisements are more effective as compare to simple commercials
to influence customer buying decisions.
Peripheral cues advertisements are more effective as compare to simple
commercials to influence customer buying decisions Frequency Percentage
Strongly agree 25 50
Agree 12 24
Neutral 8 16
Disagree 5 10
Strongly disagree 50 100

Findings and analysis: As per the table shows that peripheral cues advertisements are more
effective as compare to simple commercials to influence customer buying decisions. In this way, 50
% people agree with this statement under which they are influenced the advertisement is provided
by the peripheral. Moreover, consumer prefer takes the decision for purchasing the goods as per the
advertisement. On the other hand, some people only with agree with this statement under which
they also influenced for the advertisement and take the decision for buying the products. The above
table shows that 24 % people agree. Apart from this, some people says that simple commercials are
very effectively therefore they are neutral with lead to 16 %. Moreover, 10 % consumer not able to
take the purchase decision as per the advertisement. 10 % people are strongly disagreeing with this
statement and they are not influenced for the commercial advertisement.
Theme 13: It is easy for the TV cues commercial to convince Indian people to buy certain
products.
Is it easy for the TV cues commercial to convince you to buy certain
products?
Frequenc
y
Percentag
e
Yes, Easy to convince 26 52
No, difficult to convince 20 40
Sometime able to convince and sometimes not 4 8
Total 50 100

Findings and analysis: With the above mentioned table shows that TV cues commercial to
convince to buy the certain goods. In this way, 52 % people agree with this statement in which they
buy the products as per the TV cues. It is very easily for the consumer under which they purchase
the products. Moreover, the frequency shows that 26 under which they realize that it is the easy
process. On the other hand, most of the people says that it is the difficult process as per convince. In
this way, 40 % community not prefer the TV Cues and not able to buy the products because they
think that is not reliable. Apart from this, some people says that sometime able to convince and
sometimes not. The above mentioned 8 % shows that are make the easy for purchasing the products.
The whole table determines the 50 – 50 ratio of this statements under which some people prefer the
TV cues for purchasing the products and other then person not prefer the TV cues.
Theme 14: Indian people want to try a product or service because they have seen its animated
cartoon commercials on TV.
You ever want to try a product or service because you saw its animated
cartoon commercials on TV. Frequency
Percentag
e
Strongly agree 20 40
Agree 18 36
Neutral 4 8
Disagree 5 10
Strongly disagree 3 6
Total 50 100

Findings and analysis: From the above table, the researcher wants to determine the relationship
between roles of peripheral cues and its impact over the Indian customer purchasing decisions. In
this context, the scholar has included the following question into primary investigation. On the basis
of the collected information, it has explored that 40% respondents have strongly agree that want to
try a product or service after watching animated cartoon commercials on TV. Along with this, 36%
responders have also agreed from the stated question of the researcher. On the other hand, 10%
respondents have not supported the following statement. In addition to this, 6% responders have
also stated their opinion in against of asked question of the scholar. Therefore, from the above
discussion, it has been analyzed by the researcher that Indian people want to try a product or service
after watching animated cartoon commercials on TV.
Theme 15: Cartoon based commercials are not always based on real facts about products or
services.
Cartoon based commercials are not always based on real facts about
products or services. Frequency Percentage
Strongly agree 16 32
Agree 20 40
Neutral 3 6
Disagree 6 12
Strongly disagree 5 10
Total 50 100

Findings and analysis: In order to find the relationship between peripheral cues and its impact over
the consumer buying decisions, the researcher has included the following question into the
questionnaire. On the basis of the collected facts and figures from primary sources, it has been
determined that 32% respondents have strongly agreed from the above statement. Along with this,
40% responders have also agreed from asked question of the researcher. But 6% respondents have
neither agree nor disagree that cartoon based commercials are not always based on real facts about
products or services. On the other hand, 12% respondents have stated that cartoon based
commercials have always based on real facts about products or services. In addition to this, 410%
responders have also voted in against of the following statement. Hence, from the above analysis, it
has been determined that peripheral cues advertisement has not always based or able to
communicate the real facts and information about goods to the customers. This thing has affected
the consumer buying decisions in negative manner.
Theme 16: Indian people have feel well after watching animated cures advertisements on TV.
How you feel after watching animated cues advertisements on TV?
Frequenc
y
Percentag
e
Good 24 48
Bored 14 28
Tired 8 16
Can’t say 4 8
Total 50 100

Findings and analysis: With the aim of to determine the role of peripheral cues in
influencing customer buying decisions, the researcher has formulated various objectives and
research questions. In this context, the scholar has tried to find out the relationship between
peripheral cues and its impact over the consumer buying decisions. In this context, the question
related to feeling of the respondents after watching animated cues ads on the TV. From the gather
information in above table, it has been found that 48% of respondents have felt good after watching
peripheral cues based advertisement on TV. While, 28% has fell board by seen such kinds of
commercial. On the other hand, 16% responders have feeling tired watching cartoon based ads
between the programs. Rests have given the responds in the favour of other option. Therefore, from
the above discussion, it can be concluded that many of Indian customers feel good after watching
animated cues advertisements on TV.

CHAPTER 5: CONCLUSION
5.1 Conclusion
As per the elaboration likelihood model (ELM), it has been determined that some
communication elements are processed different manner. It has depended on involvement of
receiver with the message topic. In the present time, the use of animated characters in advertising
has been increased with the time. As a result of this, it has followed by many of the companies have
adopting the following concept to promote their brands through advertisement. There have two
types of peripheral cues non-human and characters portrayed by humans. The examples of non
human animated characters are such as Tony the Tiger and the Michelin Man while humans
portrayed are Mayhem, the Old Spice Man or the Most Interesting Man in the World etc. The reason
of use of such types of characters in advertising has to make it more memorable and effective way
to communicate the important message to the target customers. From the research, it has been
explored that an animated character particularly effective to support a brand of an organization and
has shown a clear connection to that brand. In the context of the present investigation, it has been
concluded that in the UK, there have many companies which are using peripheral cues to positively
influence residing Indian customers buying decisions. On the basis of EML theory, it has been
identified the level of involvement of the consumers from firm side has ensured the level of success
of business and able to bring the changes in their buying decisions.
Research question 1: What is the concept of peripheral cues?
From the literature review, the researcher has been concluded that in the present time
peripheral cues which mainly include the cartoon characters and animations are playing an
important role in developing with the efficient advertisement for the organization. This has helped
the companies to attract the customers towards the brand and influenced their buying behaviour. It
has completely changed from the concept of traditional campaign for the products. As per the recent
study, it is been evaluated that funny content found in the advertisement was the most viewed ones
and sales of that products is also reaching the heights. Along with this, the scholar has been seen
concluded from the primary research that the characters used in the advertisement assist in
conveying the message to the customers in an efficient and effective manner. By using an efficient
animation, the company can depicts with the imagination behind the development of the product.
Further, usage of peripheral cues has assisted in determining the specifications and features of the
product in a more concise manner. For instance, the advertisement of Kinder Joy has considered as
a most appealing ad as it has changed their toys which are a gift with the article. This has given the
imagination of the children to a new direction with that toy and waits for the launch of the products

so that they can acquire with the toy.
Research question 2: What are the reasons of using peripheral cues in advertisement
preparation?
On the basis of the literature review, the researcher has determined the several reasons of
using peripheral cues in advertisement preparation by the companies. To grab attention has one the
reasons which have shown why animations should or are using in preparing an advertisement. With
the help of this, it has become easy for the organization to create a unique image of a product in the
consumers mind. While Peripheral cues in advertisement has able to quickly delivered messages of
the firms to the audiences. This has considered as a most effective multimedia tool as compare to
others that has replaced boring long texts, images and emotional audios. As per the conducted
literature review, it has summarized by the scholar that peripheral cues has considered as positive
and carefree sign to attract the attention of the viewers. By considering the following fact, the
application of using peripheral cues has increase the engagement of the audience. These have doing
that thing which cannot be done by a spokesperson. Along with this, it has explored by the
researcher from conducting the literature review that the most important reason of using cartoon
characters by the companies has because of its cost effective features. This has saved the costs of
organizations which they have spent over traditional video making, designing of sets, shoot on
different locations, production costing, paying wages to models or spokespersons etc.
Research question 3: Which types of roles play by peripheral cues in influencing customers
purchase decisions?
The conducting literature review has explained that there have various types of roles play by
peripheral cues in influencing customers purchase decisions. It has most essential concept for the
companies to deal with increase competition and changing in social and economic environment. In
this context, power of association has one of the most interesting and important roles of animated
cartoon characters. This has changed the buying behaviour of the end users. Along with this, the
researcher has determined from literature review that neuroscience has shown the evidence that
human being brain has loved metaphors. By adopting this concept, companies have used peripheral
cues to make the advertising. By watching this, the mind of the viewers have tried to understand
that what message deliver through this advertising. Therefore, from the above discussion, it has
been concluded by the researcher that there have two most important roles played by peripheral
cues in influencing customers purchase decisions.
Research question 4: Explain theories and models that able to define Cognitive Responses of the
customers to an Advertisement.
From the literature review, the researcher has concluded that Elaboration likelihood model

has used to define Cognitive Responses of the customers to an Advertisement. When a company
highly involves message then it makes huge impact over the positive response of the customers
rather than lower involvement of messages. The characteristics of advertising medium, messages
and the way of audiences understand deliver information has influenced buying decisions of the
customers. With the application of the following model, it has become easy for the companies to
understand the changes of attitude of the customers by seen peripheral cues advertisements. Along
with this, from the literature review, the scholar has summarized that there have four major
elements of Elaboration likelihood model i.e. core ideas, assumptions, variables and consequences.
This has affected application of the peripheral cues in advertising communication.
Research question 5: What is the relationship between peripheral cues and its impact over the
consumer buying decisions?
From the primary information, the researcher has analyzed that there is a strong relationship
between peripheral cues and its impact over the consumer buying decisions. It has found that many
of the Indian people residing in the UK have watched cartoons and comedy shows on TV. They
have familiar that the UK companies are using animated cartoons to advertise their products and
services in the market place and has influenced especially Indian customers. Along with this, from
primary research, the scholar has determined that peripheral cues ads has attribute that has attracted
services users to purchase products and services of the companies. They have liked advertisements
that have contained animated cartoons. In addition to this, Indian customers have carried out
positive attitude towards animated cartoon characters based ads. There are less numbers of animated
cartoons ads which has remained by the viewers after watching it. On the other hand, the scholars
has determined from primary research information that peripheral cues ads are more effective as
compare to ordinary ones. Most of the respondents have thought that cartoon based advertisements
have able to convince them to buy the products and services of the companies. Along with this,
Indian people residing in the UK have wanted to try goods after influencing from peripheral cues
ads. But they have also agreed from that Cartoon based commercials are not always based on real
facts about products or services. Therefore, from the above discussion, the researcher has been
determined that there has an important role played by peripheral cues such as cartoon characters in
adverts and it has influenced on customer's purchase decisions.
5.2 Recommendation
The overall study revealed that the use of peripheral cues in the promotional activities of the
business unit creates a significant impact on purchase decisions of the consumers. The findings
revealed that the use of animated characters has increased significantly within the market as it has

created a wide impact on demand and growth within the economy. Indian consumers are highly
influenced with the same. In order to attain a significant impact of the stated strategy on consumer
involvement and influence following measures must be adopted. Creative usage: Advertisement and promotion is one of the significant and most
considerable aspect of business growth and development. Peripheral usage of animated
characters has helped in enhancing the creativity and uniqueness of the advertisements for
the organizations. This significantly develop a positive influence on business development
and consumers involvement as well. Animated characters is one of the most significant tool
used to attain effective consumer attraction for the business units. Developing creative
advertisements thus helps in enhancing market and demand and brand identity of
organizations thus creating a significant growth impact on business units. Using prominent characters: The use of prominent and characters may help in influencing
consumer choices for the organizational products. Businesses must ensure to use the
prominent characters such as Doremon, Pokémon, Tom and jerry etc in order to develop a
significant growth measures for the business. The association of these characters with the
brand may help in influencing product recognition efficiently. For example use of McDonald
character has helped in creating a universal identity for the stated brand. This also helped the
business in catching the curious eyes of children as well. Similarly businesses in the present
era must ensure that use of well-known characters in effective business operations which
will help in attaining significant growth and development aspects for the companies. Delivering effective message: The delivery of effective message to the ultimate consumer is
another critical challenge for every business unit. Use of peripheral characters may enhance
the business growth and demand for products and services. However clear and specific
delivery of message is one of the most crucial demand of developing consumer purchase
decisions. Thus businesses must effectively focus on delivering right message to the right
segment of consumers.

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APPENDIX
Questionnaire
Demographic information
Name: _________
Gender: __________
Age: __________
1. Monthly income
 Under £25000
 £25000 to £40000
 £40000 to £60000
 £60000 to £80000
 More than £80000
2. Marital status
 Married
 Single
 Divorced
3. Occupation
 Manager

 Degree medical professional
 Engineer
 Teacher
 Self employed
 Students
 Other
4. Which kind of program do you usually watch on TV?
 Cartoons
 Comedy
 Drama
 Suspense
 Action
 Science fiction
5. Are you familiar that companies are using animated cartoon in commercial preparation?
 Yes
 No
 Can’t say
6. Which attribute did attract you to purchase products and services of the company?
 Brand Name
 Price
 Quality
 Peripheral cues advertisements
 Easy availability
7. Do you like advertisements that have contained animated cartoons?
 Yes always
 No, not always
 Sometimes
8. What is your attitude towards animated cartoon characters based advertisement?
 Positive
 Somewhat positive
 Neutral
 Sometime negative
 Negative
9. How many different kinds of products can you think of advertised on TV with the use peripheral

cues?
 5 to 10 ads
 10 to 20 ads
 20 to 35 ads
 More than 35 ads
10. How many cartoon based advertisements do you remembers after seen them?
 Less than 2 to 3 ads
 3 to 5 ads
 5 to 7 ads
 Not any one
11. Are you remembering songs from cartoon based commercials after seen them on TV?
 Yes, always
 No, not always
 Sometimes
12. Peripheral cues advertisements are more effective as compare to simple commercials to
influence customer buying decisions?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
12. Is it easy for the TV cues commercial to convince you to buy certain products?
 Yes, Easy to convince
 No, difficult to convince
 Sometime able to convince and sometimes not
13. You ever want to try a product or service because you saw its animated cartoon commercials on
TV.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
14. Cartoon based commercials are not always based on real facts about products or services.
 Strongly agree