research report12 (1)
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RESEARCH REPORT
ON
“Impact of Advertising and Price on Consumer Buying Behavior”
Submitted To Kurukshetra University, Kurukshetra
In partial fulfillment for the Degree of
M.B.A
SESSION (2011-2013)
SUBMITTED TO: SUBMITTED BY:
Mrs. Nidhi Punj Manoj Kumar Raina
(Assistant Professor) MBA 4th Sem.
MBA Deptt Univ.R.No……….
SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES
BARWALA, PANCHKULA (HARYAN
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TABLE OF CONTENTS
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CERTIFICATE
i
Sr. NO. CONTENTS PAGE NO.
• Certificate
•Acknowledgement
• Preface
• Declaration
i
iiiii
iv
Chapter I • Introduction
• Introduction of the Topic
2-20
Chapter II REVIEW OF LITERATURE 21-24
Chapter III
RESEARCH METHODOLOGY
• Research design
• Data Collection Techniques
• Scope of the study
• Objectives of study
• Significance
• Limitation of the study
25-28
Chapter IV DATA ANALYSIS AND INTERPRETATION 29-51
Chapter V FINDINGS & SUGGESSTIONS 52-53
Chapter VI • CONCLUSION
• QUETIONAIRE
• REFERENCES
• BIBLIOGRAPHY
54-56
56-58
59-60
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This is to certify that Manoj Kumar Raina has completed the project entitled “Impact
of Advertising and Price on Consumer Buying Behavior” under my supervision. To
the best of my knowledge, the report consists of result of the empirical study
conducted by the student. In my opinion, the work is of requisite standard expectedof an MBA student. Therefore, I recommend the same to be sent for evaluation.
Research Guide (Principal)
ACKNOWLEDGEMENTS
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To start any business the success entirely depends on the marketing research done
about the particular and the consumer attitude towards the product. Marketing
research plays a vital role in a business to make it success. We have tried to put our
best effort to complete this task on the basis of skill that we have achieved during our
studies in the institute. We have tried to put our maximum effort to get the accurate
statistical data. However we would appreciate if any mistakes are brought to us by
the reader.
D E C L A R A T I O N
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I Manoj Kumar Raina student of Master of Business Management, S.D.D.I.M.S,
hereby that the project report entitled has been carried out on “ Impact of
Advertising and Price on Consumer Buying Behavior ” and submitted in Partialfulfillment for the “Master’s Degree in Business Administration” in the result of my
own work and is original. I have not submitted this project to any other university or
college for the award of any other degree.
Manoj Kumar Raina
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Impact of advertising & price on consumer buying behavior
Preparing this research report on “Effects of Advertisements on Buying Behavior: A
Comparative Study on Male and Female Consumers” has been a challenging
journey, during which the final destination has at times seemed unattainable.
Now, when it came to an end, I finally have a chance to express my deepest
gratitude to Almighty God and all those people who have helped and guided
me throughout the study. First and foremost, I would like to thank my Research
Guide, Ms. Nidhi Punj Assistant Professor MBA, without whom this report
would have never been completed. She gave me enough of her valuable time to
prepare this research report. She guided me with all the details in every step of the study with immense patience. As mentioned, I was not aware of many
aspects of undertaking a research and preparing a research report. She made me
learn and understand everything I needed. Thanks also go to my juniors and
friends who helped me in the hard work of data collections. Thanks to the
respondents also, as without their help, I would have been without any primary
data.
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Introduction:
Advertising is a form of communication that typically attempts to persuade potential customers to
purchase or to consume more of a particular brand of product or service. Many advertisements are
designed to generate increased consumption of those products and services through the
creation and reinvention of the “brand image”. For these purpose, advertisements
sometimes embed their persuasive message with factual information. Every major medium is used
to deliver these messages, including television, billboard, newspaper, internet, carrier bags, radio
etc. Advertising is often placed by an advertising agency on behalf of a company or other
organization. Bauer and Greaser (1968) provide evidence that overall attitude
towards advertising and reasons why certain ads are considered informative, enjoyable, annoying or
offensive. Men and women have different tendencies of being affected by advertisements. This is
why companies do not know exactly that which customer group, men or women are easier to
influence through marketing campaigns. Therefore, the advertising budget is not spent accordingly
to come up with a precise promotional campaign needed. If targeting men is easier, then the
marketing should be done accordingly and if affecting women is easier, then the marketingcampaign should be tailor made in order to reach that customer segment in a more effective manner.
This shows that companies lack the awareness of whom to target through their promotional
campaigns. Whether females would be easier to effect through the advertisements or males,
this still hasn’t been proven according to the Indian market. This is the motivation behind
this study. The main purpose of this paper is to study the effects of advertisements on male vs. female
consumer buying behavior in Haryana .
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Definitions of Important Terms Used in The Study:
Consumer Buying Behavior:
As the main objective of this study is to identify effects of advertisement on consumer buying
behavior, Consumer Buying Behavior is an important term we must clarify. Willkie (1994) defined
consumer buying behavior as “the mental, emotional, and physical activities that
people engage in when selecting, purchasing, using, and disposing of products and services so as to
satisfy needs and desires”. Consumer -buying behavior according to Kotler (2004,
p.601) is defined as “The buying behavior of consumers individuals and households who
buy goods and services for
Personal consumption.”
Brand Recall:
Brand Recall has been used as an important indication for identifying effects of advertisement on
both male and females. Brand Recall is the extent to which a brand comes to a consumer’s
mind when any specific product class is mentioned. In the market research, the term
“Unaided Brand Recall” is often used to find out the image of any particular brand. Commonly,
it is assumed that high level of Unaided Brand Recall is beneficial for that particular brand. In short,
Brand Recall is a qualitative measure which is used to identify how well a brand name is related with
a product class or type of products by asking questions to consumers of that product class. BrandRecall is frequently tested through interviews and surveys by asking respondents questions like
“Mention as many cars models as possible” or “can you clarify what Intel is?
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Role of advertisement :Log In U
The role of advertisement changes unto what the organization wants them to do. There were times
that an organization wants them to do. There were times that organizations use the advertising to help
them survive from the impacts of economic trends. Still, the economists views that the advertising
plays a significant effect on the consumer behavior. And in a long process, the advertising can lead
the organization to competition. Based on the understanding regarding the advertising, the approach
rooted in the organizations search for the right answer on the effects of the competition.Consequently, the accepted basic role of the advertising is to provide the consumers with the right
amount of information regarding the product or services, which is related to the objective of the
competition and that is to deliver the consumer satisfaction. In this view, the level of advertising
affects the consumer who is the focus of the organization (Park, 1996). Based on the previous
studies regarding the consumer behaviors, there are three influential factors that affect the consumer
decision when buying. They are enumerated as external influences, internal influences and the
marketing influences in which the advertising, product promotion, and pricing technique are found.
Definitely, the marketing activity such as advertising affects both internal and external behavior
of the consumer. Most especially, the consumers perceptions are influence through the exposure
such as seeing an advertisement; attention which means that the consumer recognizes the
advertisement; awareness which is common if the advertisement involves some humor; and the
retention that keeps or stays in the mind of the consumer (Chen and Lee 2005). Advertisements
also affect the knowledge by giving information, attitude, personality, lifestyles of the consumers,
and the culture of the consumer. The concept of advertising makes it possible to involve the
consumers which greatly affect the buying decisions of the consumers (Tsai, Liang, and Liu,
2007).
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Consumer Behavior and Advertising Management:
1. It stimulates demand. This stimulation is because of the availability of the product,
discounts offered if any and the expectation of the fulfillment of latent and aroused needs.
2. It supports other promotion mix elements. It does preselling and helps the sales promotion
and personal selling activities.
3. It counters competitive moves. By combining with other promotion elements it acts as a
competitive weapon. It differentiates the company’s offer from other products and builds a
brand personality and image of its own.
4. It develops brand preference. When the products deliver the desired quality, service and
value it creates a satisfied customer. With consistent advertising, the brand preference gets
reinforced. The satisfied customers spread a favorable word of mouth and are an asset to the
company.
5. It cuts cost by increasing sales, more units are produced and the cost of production comes
down (economies of scale). Even the selling costs are decreased because there are a less
number of wasted calls by the salesman. With lower prices offered by the company there
are more penetration markets and more demand for the product.
6. It builds brand Images are built in the minds of the consumer. There are positive images
and are for different segments. A brand is a promise of a certain level of consistency, quality,
service and other benefits like warranty etc. Manufacturers are proud of their brands and
want to have greater brand equity for them.
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7. Innovation It encourages innovation and new product development and reduces the risk of
the product becoming obsolete. With more innovation there are more sales which offset the
cost of innovation. Innovation leads to more sales and the business expands.
Functions of advertising:
The purpose of advertising is nothing but to sell something -a product, a service or
an idea. The real objective of advertising is effective communication between
producers and consumers. The following are the main objectives of advertising:
Preparing Ground for New Product:
New product needs introduction because potential customers have never used such
product earlier and the advertisements prepare a ground for that new product.
Creation of Demand:
The main objective of the advertisement is to create a favorable climate for
maintaining of improving sales. Customers are to be reminded about the product and
the brand. It may induce new customers to buy the product by informing them its
qualities since it is possible that some of the customers may change their brands.
Facing the Competition:
Another important objective of the advertisement is to face to competition. Under
competitive conditions, advertisement helps to build up brand image and brand
loyalty and when customers have developed brand loyalty, becomes difficult for the
middlemen to change it.
Creating or Enhancing Goodwill:
Large scale advertising is often undertaken with the objective of creating or
enhancing the goodwill of the advertising company. This, in turn, increases the
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market receptiveness of the company's product and helps the salesmen to win
customers easily.
Informing the Changes to the Customers:
Whenever changes are made in the prices, channels of distribution or in the product
by way of any improvement in quality, size, weight, brand, packing, etc., they must
be informed to the public by the producer through advertisement.
Neutralizing Competitor's Advertising:
Advertising is unavoidable to complete with or neutralize competitor's advertising.
When competitors are adopting intensive advertising as their promotional strategy, it
is reasonable to follow similar practices to neutralize their effects. In such cases, it is
essential for the manufacturer to create a different image of his product.
Barring New Entrants:
From the advertiser's point of view, a strongly built image through long advertising
helps to keep new entrants away. The advertisement builds up a certain monopoly are
for the product in which new entrants find it difficult to enter. In short, advertising
aims at benefiting the producer, educating the consumer and supplementing the
salesmen. Above all it is a link between the producer and the consumer.
Benefits or Importance of Advertisement:
Advertising broadens the knowledge of the consumers. With the aid of advertising,
consumers find and buy necessary products without much waste of time. This speeds
up the sales of commodities, increases the efficiency of labor in distribution, and
diminishes the costs of selling. It is an accepted fact that without market stimulus of
heavy advertising, consumers might have waited another sixty years for the product
evaluation that took place in less than ten years - it took after all over sixty years
from the invention of the safety razor before the first acceptable stainless steel blades
appeared in the market. These words are more than enough to testify the potentialities
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of advertising in the field of modern marketing system. The main benefits of
advertising may be narrated as follows:
Benefits to Manufacturers:
1. It helps easy introduction of new products into the markets by the same
manufacturer.
2. It helps to create an image and reputation not only of the products but also of
the producer or advertiser. In this way, it creates goodwill for the
manufacturer.
3. Retail price, maintenance is also possible by advertising where price appeal is
the promotional strategy.
4. It helps to establish a direct contact between manufacturers and consumers.
5. It leads to smoothen the demand of the product. It saves the product from
seasonal fluctuations by discovering new and new usage of the product.
6. It creates a highly responsive market and thereby quickens the turnover that
results in lower inventory.
7. Selling cost per unit is reduced because of increased sale volume.
Consequently, product overheads are also reduced due to mass production and
sale.
8. Advertising gives the employees a feeling of pride in their jobs and to be in
the service of such a concern of repute. It thus inspires the executives and
worker to improve their efficiency.
9. Advertising is necessary to meet the competition in the market and to survive.
10. It increases sales volume by creating attraction towards the product.
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5. This is perhaps the only medium through which consumers could know the
varied and new uses of the product.
6. Modern advertisements are highly informative.
Benefits to Salesmen:
Salesmanship is incomplete without advertising. Advertising serves as the forerunner
of a salesman in the distribution of goods. A sale is benefited the advertisement in
following ways:
1. Introducing the product becomes quite easy and convenient because
manufacturer has already advertised the goods informing the consumers about
the product and its quality.
2. Advertising prepares necessary ground for a salesman to begin his work
effectively. Hence sales efforts are reduced.
3. The contact established with the customer by a salesman is made permanent
through effective advertising because a customer is assumed of the quality
and price of the product.
4. The salesman can weigh the effectiveness of advertising when he makes
direct contact with the consumers.
Benefits to Community or Society:
1. Advertising, in general, is educative in nature. In the words of the late
President Roosevelt of the U.S.A., "Advertising brings to the greatest number
of people actual knowledge concerning useful things: it is essentially a form
of education and the progress of civilization depends on education."
2. Advertising leads to a large-scale production creating more employment
opportunities to the public in various jobs directly or indirectly.
3. It initiates a process of creating more wants and their satisfaction higher
standard of living. For example, advertising has made more popular and
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universal the uses of such inventions as the automobiles, radios, and various
household appliances.
4. Newspapers would not have become so popular and so cheap if there had
been no advertisements. The cheap production of newspapers is possible only
through the publication of advertisements in them. It sustains the press.
5. It assures employment opportunities for the professional men and artist.
6. Advertising does provide a glimpse of a country's way of life. It is, in fact, a
running commentary on the way of living and the behavior of the people and
is also an indicator of some of the future in this regard.
Various Media for Advertising:
Advertising media are the means to transmit the message of the advertiser to the
desired class of people. Channels or vehicle by which an advertising message is
brought to the notice of the prospective buyer.
Types of Media:
There is no dearth of media today. It may be direct or indirect. Direct method of
advertising refers to such methods used by the advertiser with which he could
establish a direct contact with the prospective hand involve the use of a hired agency
for spreading the information. Most of the media are indirect in nature, e.g., press
publicity, cinema, etc. The various media that are commonly used are being
explained here under:
Newspapers:
Newspaper (Hindi or English) (morning or evening editions) are bought largely for
their news value as such they are most appropriate for announcing new products and
new development of existing products. The choice of a particular newspaper for
advertising depends upon many factors i.e., circulation of the newspaper, the type of
readers it serves, the geographical region in which it is popular, the costs of space and
general reputation of the paper etc.
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Magazines:
Another medium under press publicity is magazines and journals. They also offer
good facility because magazine are read leisurely when the reader is mentally
prepared to receive advertisements.
Types of advertising:
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human billboards and
forehead advertising, magazines, newspapers, town criers, sides of buses, banners
attached to or sides of airplanes ("logo jets"), in-flight advertisements on seatback
tray tables or overhead storage bins, taxicab doors, roof mounts and passenger
screens, musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and
video, posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is advertising.
• Television advertising / Music in advertising:
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football
game in the United States is known as the most prominent advertising event on
television. The average cost of a single thirty-second TV spot during this game
has reached US$3.5 million (as of 2012). Some television commercials feature a
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song or jingle that listeners soon relate to the product. Virtual advertisements may
be inserted into regular television programming through computer graphics. It is
typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. Morecontroversially, virtual billboards may be inserted into the background where
none exist in real-life. This technique is especially used in televised sporting
events. Virtual product placement is also possible.
• Infomercials:
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" &
"commercial". The main objective in an infomercial is to create an impulse
purchase, so that the consumer sees the presentation and then immediately buys
the product through the advertised toll-free telephone number or website.
Infomercials describe, display, and often demonstrate products and their features,
and commonly have testimonials from consumers and industry professionals.
• Radio advertising :
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or
network in exchange for airing the commercials. While radio has the limitation of
being restricted to sound, proponents of radio advertising often cite this as anadvantage. Radio is an expanding medium that can be found not only on air, but also
online. According to Arbitron, radio has approximately 241.6 million weekly
listeners, or more than 93 percent of the U.S. population.
• Online advertising :
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Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online
advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online
classified advertising, advertising networks and e-mail marketing, including e-
mail spam
• New media:
Technological development and economic globalization favors the emergence of
new and new communication channels and new techniques of commercialmessaging.
• Product placements:
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the movie Minority
Report , where Tom Cruise's character John Anderton owns a phone with the
Nokia logo clearly written in the top corner, or his watch engraved with the
Bulgari logo. Another example of advertising in film is in I, Robot , where main
character played by Will Smith mentions his Converse shoes several times,
calling them "classics," because the film is set far in the future. I, Robot and
Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos
clearly displayed on the front of the vehicles. Cadillac chose to advertise in themovie The Matrix Reloaded , which as a result contained many scenes in which
Cadillac cars were used. Similarly, product placement for Omega Watches, Ford,
VAIO, BMW and Aston Martin cars are featured in recent James Bond films,
most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer ", the
main transport vehicle shows a large Dodge logo on the front. Blade Runner
includes some of the most obvious product placement; the whole film stops to
show a Coca-Cola billboard.
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• Press advertising :
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very
broad readership base, such as a major national newspaper or magazine, to more
narrowly targeted media such as local newspapers and trade journals on very
specialized topics. A form of press advertising is classified advertising, which
allows private individuals or companies to purchase a small, narrowly targeted ad
for a low fee advertising a product or service. Another form of press advertising
is the Display Ad, which is a larger ad (can include art) that typically run in anarticle section of a newspaper.
• Billboard advertising :
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts of viewers, such
as on mass transit vehicles and in stations, in shopping malls or office buildings,
and in stadiums.
• Mobile billboard advertising:
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements along
routes preselected by clients, they can also be specially equipped cargo trucks or,
in some cases, large banners strewn from planes. The billboards are often lighted;
some being backlit, and others employing spotlights. Some billboard displays are
static, while others change; for example, continuously or periodically rotating
among a set of advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including: Target advertising, One-day,
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and long-term campaigns, Conventions, Sporting events, Store openings and
similar promotional events, and Big advertisements from smaller companies.
•In-store advertising :
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters (aka POP—Point Of Purchase display),
eye-catching displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.
Coffee cup advertising:
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in
popularity in the United States, India, and parts of the Middle East.
• Street advertising :
This type of advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working
with products such as Reverse Graffiti, air dancer 's and 3D pavement advertising,
the media became an affordable and effective tool for getting brand messages out
into public spaces .
• Sheltered Outdoor Advertising :
This type of advertising opens the possibility of combining outdoor with indoor
advertisement by placing large mobile, structures (tents) in public places on
temporary bases. The large outer advertising space exerts a strong pull on the
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observer; the product is promoted indoor, where the creative decor can intensify
the impression.
Types of advertising media:
As we noted in Managing the Advertising Campaign tutorial, selection of the media
outlet through which an ad will be presented has important implications for the
success of a promotion. Each outlet possesses unique characteristics though not all
outlets are equally effective for all advertisers. Thus, choosing the right media can be
a time consuming process requiring the marketer to balance the pros and cons of each
option. While just a few years ago marketers needed to be aware of only a few mediaoutlets, today’s marketers must be well-versed in a wide range of media options. The
reason for the growing number of media outlets lies with advances in communication
technology, in particular, the Internet. In this tutorial we provide an overview of the
following advertising media:
1. Television
2. Radio
3. Print Publications
4. Internet
5. Direct Mail
6. Signage
7. Product Placement
8. Mobile Devices
9. Sponsorships
10. Other Media Outlets
As we discussed in the Advertising Trends section in the Advertising tutorial, the number of
media outlets will continue to grow as new technologies emerge. Thus, marketers are well
advised to continually monitor changes occurring within each media outlet
Advertising and Psychology:
Walter Dill Scott of Northwestern University wrote the book The Theory of
Advertising (1903), which sought to build a theoretical understanding of advertising based on the
principals of psychological science. Suggested that advertisers should develop certain fundamental
principles on which to construct a
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rational theory of advertising .´The application of psychological theories to advertising
provides an understanding of how consumers process advertising messages and make purchase
decisions. Theories of attention, information processing, attitude formation, and decision making all
have relevance to understanding how advertising affects consumers. Another important applicationof psychological principals is to develop an understanding of consumer needs so that products can
be developed, designed, and communicated in a manner that reflects the relevant and important
needs of consumers.
H ow Advertising W orks:
Advertising is a form of communication. Like all forms of communication, it has many different
effects and these effects are often related to one another. The message in an advertisement, no matter
how strong and persuasive, will have no effect if the consumer does not see the advertisement or pay
attention to it. One useful framework for under-standing these multiple effects and their
interrelationships is called the hierarchy of effects model. The hierarchy of effects model identifies
different stages in the communication process.
Getting Attention:
The advertiser should know where a communication should be place to increase the odds of
reaching a particular type of consumer; this is the media decision. Advertisers often refer to
characteristics of advertisements that gain attention but dis-tract the viewer from the primary
message as ³creative clutter. Consumers are less likely to attend to advertisements they have already
seen, and the more often an individual consumer has seen an advertisement previously the less likely
they are to pay attention to it when exposed again. This phenomenon is referred to as³advertising
wear out.́
Compare and contrast:
Psychology theories of behavior, motivation, learning, attitude formation etc. is certainly helpful in
the study of the behavior of a consumer and his behavior can be predicted to some extent.
Getting product in the attention is the big challenge to the advertisers and also the big-gest challenge
is that to maintain the curiosity of the consumers. Exposure to an advertisement still does not mean
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that a consumer will attend to it. A consumer may simply turn the page of a magazine, look away
from the television, or click on a banner advertisement on the Internet to make it go away without
ever paying attention to the advertisement. Thus, obtaining the attention of consumers who are, in
fact, exposed to an advertisement is a significant challenge for advertisers.
W eb: online encyclopedia Processing Information:
Advertising research has demonstrated that the message must be clear and meaningful to the
consumer; if the consumer does not comprehend the message, it will not have the desired effect.
Thus, it is important when creating the advertisement to understand how consumers think about
products and product benefits and to use language that the consumer will understand. It is also
important that the product and the product message be the focal point of the advertisement.
Information Evaluation:
The consumers will need to determine how believable the information is and how relevant it is to
their individual situation in life and to their behavior as consumers. This evaluation phase poses
significant problems for advertisers. Most consumers tend to discount the information in advertising
because they understand that the purpose of the advertising is to persuade.
Attitude Formation:
In some cases, the objective of the advertiser is immediate action by the consumer; this is typical of
direct-response advertising where the goal is to have the consumer do something immediately (buy a
product, make a pledge, and so on). In most cases, how-ever, there is a lag between advertising
exposure and any action on the part of the consumer. In such cases, an important communication
goal of an advertiser is to create positive attitude toward their product. Attitudes are predispositions or
tendencies to be-have or react in a consistent way over time. There is an affect, or feeling, dimensionas-associated with attitudes, and there are generally various beliefs that provide justification for the
feeling and predisposition.in some cases, the goal of advertising may be to create negative attitudes.
For example, in various anti drug and antismoking public-service announcements, the objective of
the communication is to reduce the likelihood that the viewer will use drugs or smoke.
Compare and contrast:
Ultimately, the success of advertising rests on whether it influences or not, the behavior of the
ultimate consumer. Product advertisers want consumers to buy their product; political advertisers
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REVIEW OF LITERATURE:
Advertising refers to a paid form of non-personal promotion of any goods, services or
ideas by an identified sponsor with the intention of disseminating information
regarding that specific product, service or idea. The main objective of advertisements
to sell the product, service or idea advertised. Other objectives of advertisements
include preparing ground for a new product/service, creation of demand of that
product/service, facing competition, creating or enhancing goodwill, informing the
changes to customers etc. So, a product or service is advertised to make some
positive consumer behavior towards that product, service or idea.
According to the Modern (1991) advertising gives the knowledge about the product
and create the idea in mind about it. As Advertisement is a measure taken by
companies to affect buying behavior of consumers of that particular brand, the
advertisers will certainly want to know effectiveness of their advertisement efforts.
Therefore, Consumer buying behavior is an important area of research for marketers
and business developers and they have been studying on this for many years. The
importance of studying consumer behavior is imperative from the fact that most
product launch features, marketing strategies and positioning strategies are made
under the influence of consumer buying trends. These trends are further integrated
with regards to gender i.e. male consumer buying behavior vs. female consumer
buying behavior. In this regard the persuasiveness of a particular product is different
for each gender. This paper has been built on earlier papers to propose a model of
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gender based buying behavior with regards to the impact of advertisements leading to
a higher brand recall.
Cobb and Hoyer (1986) found that women are more likely to plan their purchases
than men are. Supporting their statements, Block and Noritz (1999, pp. 361-2)attribute this tendency to three reasons. First, traditionally, females have been in
charge of grocery shopping. Second, because of such traditions, females tend to know
more about stores and products. Third, also due to their traditional role, females have
better idea about inventory levels when they go shopping than males do. The study
Effects of Advertisements on Buying Behavior. A Comparative Study on Male and
Female Consumers of Block and Noritz also found that the probability that a
purchased product was on a planned list was higher for females than for males.
Women listed more objects of sentimental value, while men chose more items
relating to leisure and finances. However, gender differences were pronounced in
orientations towards sets of material goods: by comparison, women saw their
possessions as important because of the emotional comfort they provide and the
relationships with others they symbolize, while, men referred more too use-related,
activity-related and self-expressive features of possessions. These differences can be
interpreted as reflecting male and female gender identity, because they echo the
distinction between male self -oriented, activity-centered identity construction and
female other-oriented, relationship-centered identity construction described in both
the sociological and social psychological literature Dittmer (1989, 1991). In support,
Belch and Willis (2002) reported that household purchasing decisions for items such
as automobiles, televisions, and financial planning are moving from being primarily
male dominated decisions to joint decisions. Household decision-making areas that
were once dominated by one gender were also becoming more influenced by the
opposite gender. Shoal A., Makeover Bennie M. (2003) mentioned “Because of
their traditional roles as house-makers, females in the study were more likely to
exhibit a tendency for advertisement based purchasing. As house chores are split
more evenly in developed countries, the expertise of both husbands and wives may
be more evenly divided than it was in the past.
Thus, many advertisers and agencies believe that advertising creates “magic in the
market place” (Russell & Lane, 1996). Obviously advertisements have some effects
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on consumer buying behavior. Men and women perceive an advertisement is
different ways and thus both genders necessitate distinct persuasive techniques. This
is assumed by many that females are more affective by different advertisement
efforts of different brands.
Wolin and Korgaonkar (2003) suggest that males and females exhibit different
beliefs about and attitudes toward traditional media advertising along with different
advertising stimulated consumer behaviors.
Furnham and Mac (1999) focused on the portrayal of gender roles in television
commercials in different.
Effects of Advertisements on Buying Behavior a Comparative Study on Male and
Female Consumers countries (i.e. U.K, U.S.A, Australia and Asia) to study trends
and cross-national differences and similarities. This study demonstrated that sex role
stereotyping was surprisingly consistent across these countries, especially in the
mode of presentation, such as male were consistently more likely voice-overs of the
advertisements than women, females were more often visually portrayed. A recent
estimate indicates (Shrimp, 2007) that almost 20 percent of all advertisements
worldwide use celebrity spokespersons. (Cooper, 1984) argues that messages
delivered by celebrities provide higher degree of appeal, attention, and possibly
message recall than those delivered by non-celebrities. Marketers also claim that
celebrities affect the credibility of the claims made, increase the memorability of the
message, and may provide a positive effect that could be generalized to the brand.
The study titled “Consumer Behavior: Buying, Having and, Being” conducted by
Solomon (2004) states that compulsive buying refers to consumers repetitive‟
shopping, at times excessive, because of boredom, tension, or anxiety
(Solomon,2004)’ which both can then be attributed to brand recall and advertisement
effect. Advertisement plays an important role in brand recall. In support, Freeing,
and Forbes (2005), subjects that a brand's personality will have a significantly
greater number of brand associations; significantly greater proportion of brand
associations; significantly greater unique brand associations; significantly greater
proportion of congruent brand associations; and significantly greater proportion of
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strong brand associations. Raja opal (2006), argues that there are many
psychographic variables like emotions associated with the brand image which
constitute the personality of a brand. In case typical product category advertisements
are associated with negative effect, the particular advertising functions act as acounter-attitudinal message, which is more persuasive in the case of a mismatch
rather than a match with the category advertisements. However, a persuasive
advertising may affect consumer preferences. Previous research has shown that in
line with the
Theoretical arguments, gender was a significant predictor of buying behavior based
on brand recall. Thus, this study has provided additional support to earlier research
on impact of advertisement on males.
Chapter 3
Research Methodology
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Research Methodology:
Research Type:
The main form of the research is exploratory study because there is not much
material regarding this specific topic already available. The data already available is
mainly regarding the foreign markets. This research will be conduct in the domestic
market, which is India.
Population:
First hand research will be carried out by exploring the consumer characteristics in
this region specifically. So, population of the research is all male and female buyers
in Haryana. The responses of the respondents are the sources of information.
Sample:
The study is based on the primary data to analyze how advertisement affects male
and female consumers differently. Dependent and Independent variables were
identified as per the data collected. For this purpose, a sample of 180 (90 males and
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90 females) people in Haryana has been chosen on convenient basis. The study has
focused on convenient sampling. Although age is not an issue in the research, we
surveyed only people over 18 regardless of their occupations.
Sampling Technique:
Some of the techniques that will be used to collect the data for the research are
mainly qualitative as no previous data is available on such a topic especially for
India. They are as follows:
Self-Administered Surveys :
A sample size of 180 has been survey constituting of both the female and male
population with equal proportions through a structured questionnaire based on three
hypothesis of the research. Questionnaire included personal information of the
respondents, close ended and self- explanatory open ended questions. This survey
helped analyze how males and females respond differently to different
advertisements and how their attitudes towards products are happed. The surveys
provided data directly filled out by the customer themselves and the survey acted as
the starting point for some of the variables that are studied. The questionnaire is
attached in the appendix.
Interview:
However, while conducting the surveys it was realized that most of the respondents
did not have the knowhow of how to go about it. So during those sessions they
(respondents) were not only administered but also interacted so as to make things
sensible and easier for them. In fact, a discussion with the customer can sometimes
uncover several factors, which could have previously missed out on. Based on this
data, the qualitative techniques have given an in-depth analysis that leads to the
research findings.
Data Analysis Method:
Different descriptive statistical tools have been used – frequency, Mean, median and
mode using Microsoft Excel to apply various statistical tests for data analysis
purpose. As the first four questions were designed to identify if males and females
perceive advertisement differently or not, respondents were asked to rate different
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advertisement mediums and advertisement themes (5 being the highest, 1 the
lowest).For analyzing these two questions, the total percentage of both male of
female rated different advertisement mediums and themes and thereby, trying to find
out how the perception of male and females differs. The calculated mean, median andmode value of each advertisement mediums and themes for both male and female has
also be analyzed. Similarly, percentage, mean, median and mode value of different
answer choices for question no 3,4,5,6 have also been calculated. Although question
no 7, 8 and 9 were open-ended and self explanatory, number of correct responses
have been identified and calculated percentage, mean, median and mode value of
different responses of those questions.
Data Presentation:
The data after analyzing has been presented in tabular format. To help the visual, with every table a
bar chart has been attached. A short explanation follows the table and the bar chart.
Objectives of the Study:
This research is basically intended towards identifying the general trend in the effect that advertising
has on the buying behavior of consumers. The consumers will have been specifically studied in
accordance to their respective gender. The research objectives as follows:
1. To identify the distinction between male and female customers’ perceptions
towards advertisement.
2. To identify whether brand recall lead male and female customers to purchase.
3. To identify customers belonging to which genders have a better brand recall.
Scope of the Study:
The study has been carried on the male and female consumers in Haryana based on the exploratory
research mentioned earlier. The said research focused on the chosen age bracket i.e.18-50 years of
around 500 [both male and female] samples for neutral products/services in Haryana. The present
research is has a total of 180 samples [90 females and 90 males] for neutral products/services in
Haryana excluding chosen age bracket of 18-50years. The independent variable of the study is the
effect of advertisement and dependent variables identified are gender and brand recall.
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Rationale of the Study:
This research is beneficial, firstly, for the advertising agencies, as it will become easier for them to
formulate the exact integrated marketing strategies for their customers so as to target the respectiveaudience of the organization. It will also help the organizations to optimally distribute their marketing
expenditure over different mediums of advertising, catering to their target group. It will also provide a
platform to the market researchers of the respective organization to devise the marketing budget in
accordance with a perfect balance.
Limitation of the Study:
1. The research study has just been catered to the Indian market.
2. The respondent for this study were well educated. Illiterate and less literate
people might have different views.
3. Short span of time was also a major limitation.
Chapter-4
DATA ANALYSIS AND INTERPRETATION
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Analysis:
This section covers the analysis based on questionnaires set to identify the objectives
of the study.
4.1 Question no. 1: Advertisement Mediums
Question no one was designed to find out perception of both male and female on
different advertisement mediums like TV, Billboards, Newspaper etc.
Table No: 4.1: Advertisement Mediums Ratings- Females and Males
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Numbers
0
10
20
30
40
50
60
70
80
5 4 3 2 1
75
73 2 3
7
18
34
23
85
17
3328
7811 11
25
35
Tv
Billboard
Newspaper
Internet
Radio
Figure 4.1- Advertisement Medium Responses- Females
Table No: 4.2Median and Mode of Advertisement Medium- Ratings
31
Ad
Mediums
Females Numbers
Ad
Mediums
Males
5 4 3 2 1 5 4 3 2 1
TV 75 7 3 2 3 TV 47 29 7 6 1
Billboard 7 18 34 23 8 Billboard 2 22 37 1
7
12
Newspaper 5 17 33 28 7 Newspaper 10 32 24 1
7
7
Internet 8 11 11 25 35 Internet 9 5 27 2
9
20
Radio 2 6 9 21 52 Radio 2 3 12 2
5
48
Others 4 4 4 9 15 Others 2 1 0 1
3
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32
Mean Median Mode
Females Males Females Males Females Males
TV 4.65 4.26 5 5 5 5
Billboard 2.92 2.83 3 3 3 3
Newspaper 2.83 3.23 3 3 3 4
Internet 2.24 2.48 2 2 1 2
Radio 1.72 1.73 1 1 1 1
Others o.90 0.78 0 1 0 0
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Figure 4.3 Mean, Median and Mode of Advertisement Mediums- Female Figure- 4.4
Mean, Median and Mode of Advertisement Mediums-Males
Discussion on Question No: 1
The question was designed to find the most effective medium of advertising that
influences male vs. female customers buying behavior. The exposure of different
advertising mediums is different among both the genders. In terms of response
count, for females 75 out 90 respondents rate TV “5” while for male it is 47 out
of 90. The percentage of women making TV as the most important was much
more than that of male (Female: 83.33%, Male: 52.22%). The percentage of
female ranking billboard as the most effective medium was much more than that
of men (Female:7.78%, Male: 2.22%) while male rank newspaper as the most
effective medium 11.11% and for female it is 5.56%. In a similar way, female
ranking for internet, radio and others as the most effective medium is 8.89%,
2.22%, 4.4% respectively and for male is 10%, 2.22% and 2.22% respectively.
Thus, the ranking of most effective medium is as for female: TV-Internet-
Billboard-Newspaper-Radio-others and for male: TV-Internet-Newspaper-
Billboard -Radio-others in terms of percentage based on response counting. On
the other hand, on the basis of mean comparison ranking for female: TV
-Billboard-Newspaper-Internet-Radio-others and for male: TV -Newspaper-
33
0
0.5
1
1.5
2
2.5
3
3.5
4
4.55
Mean Median Mode
4.56
5 5
2.92 3 32.83
3 3
2.242
1
1.72
1 10.9
0 0
TV
Billboard
Newspaper
Internet
Radio
Others
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Billboard-Internet-Radio-others. The differences between two rankings can be
interpreted in this way:
1. Since TV is the most popular medium, both male and female rank 1
st
which is reflected by both percentage and mean value.
2. In terms of percentage, Internet occupied 2nd rank both for male and
female. Social networking has become one of the mostly common
communication mediums. Surfing the web has just become a trend for
today’s generation. Both male and female are more passionate for being
connected by the internet to exchange ideas.
3. Female response towards billboard is higher than that of males. Though
males are more outgoing in nature compared to female, they are not
attracted by the billboard while now-a-days females are not limited to
home boundary. They are tending to keep pace with the age of time. They
are easily attracted by the gorgeous billboard advertisement since most of
them are posed by celebrities.
4. Male rank newspaper higher than that of female since males are tend to be
update always and the easiest source is the newspaper. While picking up
knowledge and information about variety of affairs worldwide and
searching for jobs, their attention goes to various advertisement published
in the paper.
5. Since this is the Digital age, the use of radio is suppressed by internet.
Though FM radio is very much popular now-a-days, it is just for
entertainment which is primarily based on audio and so they are not
effective medium of advertisement.
6. On the basis of mean value, Internet making is lagging behind billboard
and newspaper for both genders. This is solely responsible that the study
has been conducted in Haryana .Here, internet connection is not available
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Numbers
every door to door. Thus, internet medium has lower mean value than
others.
7. So, from question no 1, it can be deduced that males and females of Haryana state have considerable difference of perception regarding
effectiveness of different advertisement mediums.
4.2 Question no. 2: Advertisement Themes
Question no two was designed to identify perception of both male and females
regarding different advertisement themes like humorous, informative, emotional
etc.
Table No: 4.3 Advertisement Themes Ratings- Males and Females .
Ad /Themes
Females Numbers
Ad/ Themes
Male
5 4 3 2 1 5 4 3 2 1
Humorous 8 28 16 27 11 Humorous 23 21 20 14 11
Informative 18 16 19 25 12 Informative 12 28 29 17 4
Adventurous 7 8 21 25 29 Adventurous 3 26 18 35 8
Emotional 42 22 11 7 8 Emotional 19 23 16 21 11
Celebrity
Endorsed
48 20 9 12 1 Celebrity
Endorsed
9 15 22 21 22
Others (42
didn’t Ans)
6 0 9 8 25 Others 3 1 6 11 35
42 females and 35 males didn’t answer “Others”
0
10
20
30
40
50
5 4 3 2 1
18 1619
25
127 8
2125
29
42
22
117 8
48
20
912
16
0
9 8
25
Informative
Adventurous
Emotional
CelebrityEndorsed
Others
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Figure 4.5 Advertisement Themes Responses-Females
Figure 4.6- Advertisement Themes responses-Males
Table No: 4.4 Mean, Median and mode of Ad Themes Ratings
36
Mean Median Mode
Females Males Females Males Females Males
Humorous 2.94 3.31 3 3 4 5
Informative 3.02 3.30 3 3 2 3
Adventurous 2.31 2.78 2 3 1 2
Emotional 3.91 3.20 4 3 5 4
Celebrity
Endorsed
4.13 2.61 5 3 5 3
Others 1.08 1.04 1 1 0 1
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0
1
2
3
4
5
Mean Median Mode
2.94 3
4
3.02 3
22.31
2
1
3.91 4
5
4.13
5 5
1.08 1
0
Humorous
Informative
Adventurous
Emotional
CelebrityEndorsed
Others
Figure 4.7 Mean, Median and Mode of Advertisement Medium Ratings-Females
0
1
2
3
4
5
Mean Median Mode
3.313
5
3.33 3
2.783
2
3.23
4
2.613 3
1.04 1 1
Humorous
Informative
Adventurous
Emotional
Celebrity Endorsed
Others
Figure 4.2.4 Mean, Median and Mode of Advertisement Medium Responses- Males
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Discussion based on question no 2:
The question was set to what kind of advertisement themes were preferred by males
and females. The analysis reveals that for female 53.33% rank celebrity endorsed
advertising as the most effective theme followed by 46.67% “emotional” and 20%“informative”. For male 25.56% rank humorous theme as the most effective theme
followed by 21.11% “emotional” and 13.33% “informative” and 10% “celebrity
endorsed”. Actually, females are more affected by celebrity endorsed ad theme since
they are conscious about beauty and they like to follow celebs and their habituates as
well as cultural fusion often tends to influence females in our country towards them.
Overall, a beautiful model marketing a product would obviously be more attractive
than anything else. Females are more emotional since they are very sensitive innature and so for them, emotional advertisements are more effective. They are often
more affected by the emotional themes and also they are really aware about the
information being delivered in the ad and that is why that theme has not been ranked
very high. On the other hand, for male humorous theme are the most effective one.
They aren’t typically most serious in nature and they love to enjoy while emotion
follows their enjoyment. In fact, the emotional sense is growing up with them since
now-a-days, most of good advertisements of various companies are emotional
appealing. Since they are more interested in the facts and figures about everything
and so obviously informative advertisement is preferred and ranked 3rd in terms of
percentages.
Thus, the ranking of most effective ad theme is as for female: celebrity endorsed-
emotional-informative-humorous-adventurous-others and for male: Humorous-
emotional-informative-celebrity endorsed-adventurous-others in terms of percentage
based on response counting. On the other hand, on the basis of mean comparison
ranking for female remain same: Celebrity Endorsed (4.13)-Emotional (3.91)-
Informative (3.02)-Humorous (2.94)-Adventurous (2.31)-Others ((1.08) and for male
ranking bit change: Humorous (3.31)-Informative (3.3)-Emotional (3.2)-Adventurous
(2.78)-Celebrity Endorsed (2.61)-Others (1.04) . The slight variation with mean
comparison for male reflects that though males have preference emotional appealing
ads that are few in numbers, curiosity or information seeking tendency suppress the
emotional them as a whole.
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So, from here on Question No. 2, it can be deduced that there is a considerable
difference of perception on different advertisement themes’ effectiveness between
females and males.
4.3 Question no. 3: Perception Regarding Advertisement
In question no three respondents were asked to mention their perception if
advertisement gives a true picture of a product or service or not.
Table No: 4.5 Response Count on Question no 3
Answers
Numbers(Females) Numbers(Males)
Yes 47 52
No 14 27
Maybe 28 11
Table No: 4.5 Response Count on Question no 3
47, 53%
14, 16%
28, 31%
Question No 3-Females
Yes
No
Maybe
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Figure 4.8 Question 3-Females
Figure 4.9 Question 3-Males
Table No 4.6: Mean Median and Mode of Question no 3
Coming to question three, the respondents were specially asked what they thought
about advertisement giving a true picture of the products being marketed. A
significant percentage of male (57.78%) and female (52.22%) agreed that
advertisement were true. While about 15.56% female respondents and almost double
of it i.e. 30% male respondent confidently believe that the advertisements do no
portray the products very truly. This shows the differing perceptions very clearly.
About, 31% female and 13% male chose the option “may be” because they were not
really sure about advertisements’ authenticity. Yet once again a visible difference.
The recurring value (mode) for female is 1 score given to the response “yes” and for
male is 3 score given to the response “may be” which again reflects significant
difference among the gender.
40
Question no 3 Females Males
Mean 1.78 2.45
Median 1 3
Mode 1 3
52, 58%27, 30%
11, 12%
Question No 3-Males
Yes
No
Maybe
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4.4 Question no. 4: Personal Perception
In question no four respondents were asked to mention their perception how much
advertisement attract their personal attention.
Table No 4.7 Response Count and Mean, Median and Mode of Question no 4-
Females
41
Answers
Numbers
Females
Numbers
Males
Extremely 28 5
A lot 25 20
Somewhat 31 53
No 6 11 Not at all 0 1
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Figure 4.10 Question No 4- Females
5, 6%
20, 22%
53, 60%
11,
12
%
Question No 4-Males
Extremely
A Lot
Somewhat
No
Figure 4.11 Question No 4- Males
Table No: 4.8 Mean, Median and Mode of Question No 4
42
Question no 4 Females MalesMean 2.177 2.811
Median 2 3
Mode 3 3
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In the question number 4, respondents were asked to what extent advertisements
attracted their attention. About 28% female respondents chose the “a lot” option
whereas 22.22% male chose this option which is nearly the same figure. There was
also an option of “somewhat” for people who were not very confident about whether
advertisement did or did not attract their attention. A significant percentage
constituting 59% males resided to this option whereas about 34% females ticked it
too. These percentage differences between men and women clearly depict the
differing perceptions that they about advertisements. The mean value and median
value also reflects the difference regarding perception of male and female.
In the previous question, about 30% male believed that advertisements did not give a
true picture of the products being marketed. Still around 59% said that
advertisements somewhat attracted their attention. This shows that male may not
believe that advertisements are true; still they attract their attention due to possible
reasons like males’ ranking the humorous-informative-emotional advertisement very
high.
So, from the question no 4, it is found that males and females of Haryana state have
considerable difference in their perception.
4.5 Question no. 5: Inert Feeling For Purchasing
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In question no 5, respondents were asked “Did an advertisement ever create an inert
feeling to try out a product?”
Table No: 4.9 Frequency Count of Question No 5
Answers Numbers
Females
Numbers
Males
Yes 51 26
No 4 20
Sometimes 35 44
Table
No: 4.10
Mean, Median and Mode of Question no 5
44
Figure 4.12 Question 5- Females
51, 57%
4, 4%
35, 39%
Question No 5: Females
Yes
No
Sometimes
26, 29%
20, 22%
44, 49%
Question 5-Males
Yes
No
Sometimes
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Question no 5 Females Males
Mean 1.82 2.2
Median 1 2
Mode 1 3
In the question respondent were asked whether an advertisement ever created an inert
feeling in them to try out a product. About 29% said “yes” to this question while a
visibly greater percentage of female (about 57%) chose this option. Therefore, it can
be induced that it is easier to attract female’s attention through advertising than male.
About 23% males chose option “No” while only about 4% female chose this option
since males are not confident enough to be convinced by advertisement as their
emotional quotient is lower than female. The most incurring value (mode) for female
is 1 score given to “yes” whereas for male is 3 score given to “sometimes”. The
mean value also differs for both gender- male (2.20) and female (1.82).
After critical analysis of independent count figures for both genders, it can be stated
that the count for the response “no” was greater by 16 counts for male. Additionally,
the count of females for the response “yes” was also greater than that of males.
4.6 Question no 6:
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In the question no 6, respondents were asked “How often is the purchase decision
based on an advertisement recall?”
Following are responses of all 180 respondents:
Table No: 4.11 Response Count of Responses of Question no 6
Answers
Numbers
Females
Numbers
Males
Mostly 34 6
Often 45 35
Rarely 10 42
Never 1 7
34, 38%
45, 50%
10, 11% 1, 1%
Question 6- Females
Mostly
Often
Rarely
Never
Figure 4.14 Question 6- Females
Figure
4.15
Question 6-
Males
Table No: 4.12 Mean, median and mode of responses of question no 6
Question no 6 Females Males
Mean 1.75 2.55
Median 2 3
Mode 2 3
46
6, 7%
35, 39%42, 46%
7, 8%
Question 6-Males
Mostly
Often
Rarely
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Discussion: To the question” How often is the purchase decision based on an
advertisement recall?”
In the question no 6, the respondents were asked how often their purchase decisionwas based on brand recall. Most of the male respondents accounts for about 47% in
chose the “Rarely” option while for female it is only 11%. About 50% of the female
respondents chose the “often” option and for male is 39%. This shows an interesting
fact. The mode value for male is 3 score given to the “rarely” option meaning that the
majority of the respondents out of total 90 male sample size rarely based their
purchase decision on their brand recall. The mean value differs about 45% for both
genders (male: 2.56, female:1.76) also complement the rare purchase on brand recall.
The mode value for female is 2 score given to the “often” option reflecting that
females have a greater brand recall capacity compared to male as also analyzed in the
question number 7, 8, and 9.
4.7 Question no. 7: Brand Recall from Colors
In this question, Respondents were asked to list out brands that they recalled from
some specific colors. The results were pretty straight forward here.
Table 4.13: Response count of Question no 7
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Figure 4.16 Question No 7- Response Count
Table No 4.14: Mean, Median and Mode of Question No 7
48
Response
Number
Number of time this
response is received
(Females)
Number of time this response is
received (Males)
0 4 7
1 1 4
2 7 7
3 8 20
4 18 21
5 31 15
6 15 9
7 5 6
8 1 1
Question no 7 Females Males
Mean 4.45 3.78
Median 5 4
Mode 5 4
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In the first question, which was regarding brands recalled from five specific colors, itwas seen that the female respondents who scored the maximum mean value which
was higher than that of men. On average, men scored far less than women in terms of
remembering brands from different colors. The recurring value and the mean value
for female is 5 and 4.45 respectively which is greater than that of male. So, females
have better brand recall than males.
4.8 Question no. 8: Brand Recall from Tag Lines
In the question no 8, Respondents were given some tag lines of reputed brands and
were asked to mention name of the brand of those tag lines.
Table Number 4.15: Response count of question no 8
49
Response Number Number of time
this response
is received(Females)
Number of time
this response is
received (Males)
0 0 0
1 1 1
2 3 4
3 3 7
4 9 8
5 9 25
6 16 16
7 16 15
8 17 6
9 10 7
10 6 1
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Table Number 4.16: Mean, Median and Mode of question No 8
Figure 4.17 Response count of question no 8
In
the next question, in which respondents were supposed to recall brands from different
tag lines, once again females were the maximum scorers. Around 72.22% women
scored seven or above out of a total of ten while men who scored seven or above
were only around 50%. This clearly shows the huge difference in terms of better
brand recall. The mean values of female responses is 6.56 which is 16% greater than
that of male.
So, from the question no 8, it is found that based on tag lines of different reputed
brands both male and females have almost similar brand recall yet females have a
50
Question 8 (Females) Question 8 (Males)
Mean 6.56 5.65
Median 7 5.5
Mode 8 5
6
10
17 16 16
9 9
3 311
7 6
15 16
25
8 74
1
0
5
10
15
20
25
30
10 9 8 7 6 5 4 3 2 1
Females
Males
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better brand recall as compared to males as there is about 1 difference in their mean
value.
4.9 Question no 9: Brand Recall from Celebrity Endorsement
Respondents were given the names of different celebrities who endorsed different
brands. Once again respondents were asked to write as many brands as they can
remember which every particular celebrity endorsed.
Table Number 4.17 Response Count of Question No 9
Response
Number
Number of time this response is
received(Females)
Number of
time this
response is
received(Males
)
0 1 0
1 0 0
2 0 03 0 2
4 0 2
5 1 5
6 4 11
7 3 9
8 3 8
9 10 9
10 5 11
11 10 6
12 8 813 9 2
14 10 5
15 11 5
16 15 7
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15
11
10
9
8
10
5
10
3 3
4
1
0 0 0 0
1
7
5 5
2
8
6
11
9
8
9
11
5
2 2
0 0 00
2
4
6
8
10
12
14
16
16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
Females
Males
Figure 4.9.1- Response Count of Question No 9
Table Number 4.18: Mean, Median and Mode of Question No 9
Female Question 9 (Females) Question 9 (Males)
Mean 12.02 9.74
Median 12.5 9.5
Mode 16 10
For the last question too, the total score was ten and respondents had to list the brands
that they remembered from different celebrities. Once again, around 87% of the
women were nine and above out of sixteen scorers which was higher than the males
which stood at approximately 58%. The gap of 2.28 in the mean value (female:
12.02, male: 9.74) and the 32% difference in the median value along with mode value
for female is significantly higher.
It is seen that when women were inquired about the most effective marketing
medium and advertising theme in their opinion, they had chosen TV and celebrity
endorsed and an emotional advertising theme. This shows that women usually spend
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more time at home watching TV as the working woman concept has not evolved in
our society at a greater extent till now and also they are more emotionally attracted to
the ads as opposed to men. This is why women tend to remember what they see more
as compared to men. It is also seen that when it was inquired whether advertisementsgive a true picture of the product being marketed or not, it was seen that mostly
women chose the “maybe” option because of which it can be said that they may tend
to believe more that ads can be honest and that is why they may watch the ads with a
greater interest than men who had mostly chosen that ads are not true.
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CHAPTER 5
FINDINGS
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Findings of the Report:
Following are the scope for further research:
1. TV is the most effective advertisement medium for both the genders while
Billboards and Newspaper as the second most effective mediums for females
and males respectively. Males have a higher exposure rate to Newspaper as
compared to fem.
2. Males and females have a greater exposure to TV as opposed to males.
Perception of both male and female customers regarding advertising medium
is different.
3. Females are more affected by celebrity endorsed and emotional themes than
males are. Males are more affected by humorous and informative themes than
females are. Their perception also various also vary in terms of advertising
theme.
4. As compared to females, males perceive that advertisement do not portray the
true picture of products.
5. According to male, advertisements were not effective enough to create aninert feeling to purchase a product for male while females are prone to being
affected by the advertisements to try out the product.
6. An advertisement can create an inert feeling to try out a product, but when it
comes to actually purchasing the products, consumer buying decision is rarely
based on brand recall. Just getting a feeling is different than getting an
intention to buy the product. Brand recall leads to a purchase would not be
very authentic as the results show that people may remember a product due to
its advertisements but it’s not necessary that they would buy it too when they
remember it.
7. However, due to advertisement recall there are more females as compared to
males who make their purchase decision.
8. Females have a better brand recall as compared to males.
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CHAPTER 6
CONCLUSION
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Conclusion
1. Based on the findings and analysis of this research, the following can be
concluded.
2. Females are easier to target and affect through marketing due to their higher
emotional quotient and TV exposure. It is also more beneficial to targetfemales as their brand recall was also proved to be better so this obviously
means that they are more prone to spread the product’s awareness through
word of mouth. Due to these reasons, companies should spend a greater
proportion of their marketing budget on targeting females through adverting
campaigns based on emotional and celebrity endorsed themes.
3. TV is the most effective mediums for marketing to consumers belonging to
both the genders. Billboard and newspapers are second best effective
advertisement medium for females and males respectively.
4. It is necessary that brand recall leads to purchase but still promotion is
important and effective in terms of creating awareness and recall potential in
the consumers. Males and females perceive advertisements differently so
different advertising themes are important to target both these genders more
effectively. For targeting females there should be more focus on celebrity
endorsed and emotional content and. For targeting males on the other hand
the focus should be more on humorous and informative content about the
product being marketed.
5. The research study can be further carried out on both gender group at other
cities or even countries with similar cultural and demographical aspects.
Further research can also be studied considering the customers of different
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age brackets that in such regions would help in generalizing the findings of
this research.
Questionnaire
“Effects of Advertisements on Male vs. Female Consumer Buying Behavior in
Haryana”
General Information:
Name of the respondent: ____________________________________________
Gender: Male Female
Occupation: [ ] Service [ ] Student [ ] Self-employed [ ] Housewife
[ ] Others
Q1) Which advertising medium do you think is most effective? (Rate, 5 being the
highest, 1 the lowest)
• TV ________
• Billboard ________
• News paper ________
• Internet ________
• Radio (FM) ________
• Others ________
Q2) How would you rate the following advertisement theme? (5 being the highest, 1
the lowest)
• Humorous ________
• Informative ________
• Adventurous ________
• Emotional ________
• Celebrity endorsed ________
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• Others ________
Q3) Do you think that advertisements give a true picture of products/services beingmarketed?
[ ] Yes [ ] No [ ]May be
Q4) To what extent do you think that advertising attracts the attention?
[ ] Extremely [ ] A lot [ ] Somewhat [ ] No [ ] Not at all
Q5 ) Did an advertisement ever create an inert feeling to try out a product?
[ ] Yes [ ] No [ ] Sometimes
Q6 ) How often is the purchase decision based on an advertisement recall?
[ ] Mostly [ ] Often [ ] Rarely [ ] Never
Q7 ) Which brand comes to the mind from the following colors? (List as many as you
remember)
• Yellow ____________________________________________
• Blue ____________________________________________
• Red ____________________________________________
• Green ____________________________________________
• Black ____________________________________________
• Pink ____________________________________________
• Indigo ____________________________________________
• Others ____________________________________________
Q8) Fill in the following blanks:
Brands Tag Lines
• _____________________ Making a Difference
• _____________________ Connecting People
• ___________________ Stay Close
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• _____________________ Good Food, Good Life
•
• _____________________ Take Care
• _____________________ Life can’t Wait
• ____________________ It’s not Just a Cream, it’s a Fairness Treatment
• _____________________ "Because I’m worth it"
• _____________________ The Best a Man Can Get.
• _____________________ World’s No 1 Fairness Cream For Men
• _____________________ Join the Whitening Revolution
Qno:9) Which advertisement comes to the mind when you think of the following
celebrities. (List as many as you remember)
• Priyanka Chopra ________________________________
• Kajol ________________________________
• Aishwarya Rai ________________________________
• Kareena Kapoor ________________________________
• Katrina Kaif ________________________________
• Shahrkuh Khan ________________________________
• Shahid Kapoor ________________________________
• John Abraham ________________________________
• Salman Khan ________________________________
• Ranbir Kapoor ________________________________
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BIBLIOGRAPHY:
Name of the Author/Publisher Year of Publication Name of the Books
1. Kotler Philip Eighth Edition (1994)Marketing Management
2. RSN Pillai Bhagavathi Thirteenth Edition (2003) Modern MarketingPrinciple and Practices
3 C.R. Kothari Second Edition (1990) Research Methodology
Websites:-
http://www.wikipedia.orghttp://www.marutisuzuki.comhttp://www.google.com