COMPARATIVE STUDY OF PRACTICE OF PRODUCT PLACEMENT IN HINDI MOVIES AND HINDI WEB SERIES

Abstract

I, Preeti Singh (2K18/MBA/072),a student of Delhi School of Management- DTU, pursuing Masters of Business Administration has worked on my project titled “Comparative Study of Practice of Product Placement in Hindi Movies and Hindi Web Series” The research was conducted to find out the similarities and differences between the Hindi Movie Industry and Hindi Web Series Industry with reference to the Practice of Product Placement.The researcher has first understand the concept and theoritical background of the the term product placement by reviewing the literature avaialble on product placement. Content anlaysis method were used for the purpose of this Research . 10 Hindi Movies released in last 25 years and 10 Hindi web series were added in the sample of the Research. The content anlysis was done on the basis of number of products placed ,the sub-categories of product placed , the duration of the product placement , the assocaition of brand with the primary charcter of the movie, integration of brand with the storyline. T-test and chi-square tests were performed for the purpose of statistical analaysis. The chi-square was performed to find out if there was any significant difference in web series and movies with respect to brand integration with storyline. The null hypothesis was defines as there is no significant difference between the two industry with reference to integration of brand with storyline. The chosen significance was a=0.05. The p value was come out to be way less than the chosen significance value so the null hypothesis was rejected. The statistical analysis showed that there is significant difference between Hindi movies and Hindi web series with reference to brand integration with the storyline.Statistical analysis showed that there is no significant difference in the appropriateness across the two industries.