46766273 effect of advertisement on male vs female buying behavior

8/11/2019 46766273 Effect of Advertisement on Male vs Female Buying Behavior

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G R O U P M E M B E R S

A n i l a M u h a m m e d

B a s h i r

F a t i m a S y e d

M o e e z a S a e e d

S y e d U s m a n W a z i r

Z a i n M a l i k

EFFECT OFADVET!SME"T O"MA#E Vs FEMA#EBU$!"% BE&AV!O


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ACKNOWLEDGEMENTS

Only until you ha'e (lim)ed the mountains (an you look )ehind you and

see the 'ast distan(e you ha'e (o'ered* and remem)er those you+'e met

alon, the -ay -ho made your trek a little easier./

Our e0ort has 1inally )een (om0leted* a1ter many miles o1 -eary tra'el* We

look )a(k to those -ho hel0ed us turn it into reality and o11er our heart1elt

thanks2 to Allah almi,hty* 1or the stren,th and -isdom2 to our !nstru(tor Mr/

Ammar Waheed* 1or his 0re(ious time and instru(tions/ We -ould also like to

thank to Mr Salman Shehzad -ho really hel0ed us in usin, the statisti(al

tools/ And last )ut (ertainly not the least* to ea(h other* -hose 0resen(e

ser'ed hel0 more than anyone/

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CHAPTER 1

ESEAC&4O4OSA#

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Abstract

!n this resear(h 0a0er* -e ha'e studied the im0a(t o1 ad'ertisements on

male 's/ 1emale (onsumer )uyin, )eha'ior/ We ha'e take into a((ount

'arious 'aria)les like a,e* ,ender* )rand re(all and e11e(t o1

ad'ertisement in order to dri'e a relationshi0 )et-een ad'ertisin, and

(onsumer+s de(ision6makin, re,ardin, 0ur(hase/ Men and -omen

0er(ei'e ad'ertisements di11erently and hen(e )oth ,enders re7uire

di11erent 0ersuasi'e te(hni7ues/ We ha'e taken neutral 0rodu(ts8ser'i(es

1or this analysis so as to 0ro'ide )oth the ,enders -ith same

(ir(umstan(es to (ome u0 -ith an o)9e(ti'e (om0arison/ A )roader a,e

)ra(ket o1 :;6


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This sho-s that (om0anies la(k the a-areness o1 -hom to tar,et throu,h

their 0romotional (am0ai,ns/ Whether 1emales -ould )e easier to e11e(t

throu,h the ad'ertisements or males* this still hasn+t )een 0ro'en a((ordin,

to the 4akistani market/

Based on all this* it (an )e stated that the (om0anies end u0 s0endin, a lot

o1 their ad'ertisin, )ud,et on irrele'ant tar,et audien(e/ Sometimes* -hen

@tar,etin, and attra(tin, one s0e(i1i( ,ender -ould )e more 0ro1ita)le*

(om0anies kee0 -astin, their resour(es on marketin, on a mass s(ale*

-hi(h results in an unne(essary )urden on the already s(ar(e resour(es/

Researc Ob!ect"#es

This resear(h 0a0er -as )asi(ally intended to-ards identi1yin, the ,eneral

trend in the e11e(t that ad'ertisin, has on the )uyin, )eha'ior o1 (onsumers/

The (onsumers ha'e )een s0e(i1i(ally studied in a((ordan(e to their

res0e(ti'e ,ender/ An im0ortant 1a(tor under study -as that -ho is

im0a(ted more )y any ad'ertisement -hether it is males or 1emales/

Another im0ortant 1a(tor that -as studied -as that (ustomers )elon,in, to

-hi(h ,ender ha'e a )etter )rand re(all/ This is )e(ause )rand re(all 0lays a

'ery im0ortant role in the resultin, 0ur(hase i1 a (onsumer (an re(all the

)rand* he8she -ill most 0ro)a)ly )uy it/

For this resear(h* a 1e- hy0otheses ha'e )een ena(ted2

&y0otheses

!6 Women ha'e more s0ontaneous )uyin, ha)its as (om0ared to men/

!!6 Men and -omen 0er(ei'e ad'ertisements di11erently/

!!!6 Brand re(all leads to 0ur(hase/

!V6Women ha'e )etter )rand re(all as (om0ared to men/


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V6 Brand re(all di11ers in di11erent a,e )ra(kets/

The main 1orm o1 our resear(h -as e>0loratory study )e(ause there -as not

mu(h material re,ardin, this s0e(i1i( to0i( already a'aila)le/ The data that-as already a'aila)le -as mainly re,ardin, the 1orei,n markets/ We

intended to (ondu(t this resear(h in our domesti( market* -hi(h is 4akistan

and hen(e -e needed data re,ardin, the (onsumers 1rom this re,ion

s0e(i1i(ally/ There1ore* 1irst hand resear(h -as (arried out )y e>0lorin, the

(onsumer (hara(teristi(s in this re,ion s0e(i1i(ally on a sam0le o1 around

== 0eo0le -ithin the (hosen a,e )ra(ket o1 :;6=years in a-al0indi/

L"terat$re Re#"e%

Consumer )uyin, )eha'ior is an im0ortant area o1 resear(h 1or marketers

and )usiness de'elo0ers/ The im0ortan(e o1 studyin, (onsumer )uyin,

)eha'ior is im0erati'e 1rom the 1a(t that most 0rodu(t laun(h 1eatures*

marketin, strate,ies and 0ositionin, strate,ies are made under the

in1luen(e o1 (onsumer )uyin, trends/ These trends are 1urther inte,rated

-ith re,ards to ,ender i/e/ male (onsumer )uyin, )eha'ior 's/ 1emale(onsumer )uyin, )eha'ior/ !n this re,ard the 0ersuasi'eness o1 a 0arti(ular

0rodu(t is di11erent 1or ea(h ,ender/ This 0a0er )uilds on earlier 0a0ers to

0ro0ose a model o1 ,ender )ased )uyin, )eha'ior -ith re,ards to the im0a(t

o1 ad'ertisements leadin, to a hi,her )rand re(all/

We in(luded ,ender )ased on Blo(k and Mor-itz+s : study a)out the

use o1 sho00in, lists/ Co)) and &oyer :;


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their traditional role* 1emales ha'e a )etter idea a)out in'entory le'els -hen

they ,o sho00in, than males do %oldman and ohansson* :G; Ur)any et

al/* :t o1 this resear(h Solomon* 3==3/ First* un0lanned )uyin, o((urs

mostly -hen a (onsumer is un1amiliar -ith a store+s layout* is under time

0ressure* or is reminded o1 the need to )uy i1 an item -hen seein, it on the

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shel1/ !n (ontrast* im0ulse )uyin, is an out(ome o1 a sudden (onsumer+s

irresisti)le ur,e to )uy an item s0ontaneously/ Finally* (om0ulsi'e )uyin,

re1ers to (onsumers+ re0etiti'e sho00in,* at times e>(essi'e* )e(ause o1

)oredom* tension* or an>iety Solomon* 3==3* -hi(h )oth (an then )e

attri)uted to )rand re(all and ad'ertisement e11e(t/

4re'ious resear(h has sho-n that !n line -ith our theoreti(al ar,uments*

,ender -as a si,ni1i(ant 0redi(tor o1 )uyin, )eha'ior )ased on )rand re(all/

Thus* our study has 0ro'ided additional su00ort to earlier resear(h on im0a(t

o1 ad'ertisement on males 's 1emales -ith re,ards to )rand re(all Blo(k

and Mor-itz* : and leadin, to )uyin, de(ision Co)) and &oyer* :;amine

the im0a(t o1 ,ender in more (om0le> so(ieties* su(h as (ertain mid6east

and (entral asian (ountries./:

Additionally* 0re'ious resear(h has esta)lished di11erential ,ender roles

a(ross 0rodu(ts/ The seminal -ork o1 Da'is and i,au> :G added

stru(ture to the study o1 1amily de(ision6makin, roles Da'is* :G=/ They

identi1ied three 0hases o1 de(ision6makin,2 0ro)lem re(o,nition sear(h 1or

in1ormation and 1inal de(ision/ The roles and relati'e in1luen(e o1 hus)ands

and -i'es di11ered )ased on de(ision6makin, sta,e and 0rodu(t ty0e Moore6

1Shoham A., Makovec Breni M. (2003), Consumer Buying Behavior, Journa o! consumer marke"ing, voume 20

#ssue 2, $ 12%&13'

;


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Shay and Wilkie* :;; Wilkes* :G $a'as et al/* :?/ Da'is and i,au>

:G?* Bon1ield :G;* and 4utnam and Da'idson :;G 1ound that

de(ision6makin, tends to )e(ome more syn(rati( or 9oint in more ad'an(ed

sta,es Moore6Shay and Wilkie* :;; Shu0trine and Samuelson* :G


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marketin, e>0enditure o'er di11erent mediums o1 ad'ertisin,* (aterin, to

their tar,et ,rou0/ !t -ill also 0ro'ide a 0lat1orm to the market resear(hers o1

the res0e(ti'e or,anization to de'ise the marketin, )ud,et in a((ordan(e

-ith a 0er1e(t )alan(e )et-een the medium (hosen and the audien(e

tar,eted/ This -ill su00ort them in identi1yin, their tar,et se,ment that they

(an in1luen(e and -hi(h (an -ork in their 1a'or/ &en(e ,ettin, the ma>imum

return on -hat they -ill in'est 1or marketin, their 0rodu(t8ser'i(es/

!t -ill also ,uide the marketers to identi1y the 1a(tors that in1luen(e the

audien(e more e11e(ti'ely in any ad'ertisement and so those (an )e -orked

on/ Also it -ill )e analyzed that ho- men and -omen 0er(ei'e

ad'ertisements di11erently and hen(e -hat are the 1a(tors that lead to their0ur(hase de(ision/

This study has hel0ed us in sol'in, the dilemma as -e ha'e )e(ome a)le to

identi1y the 1a(tors o1 ad'ertisement that (o6relate -ith ea(h other or in any

-ay a11e(t the male and 1emale )uyin, de(ision/ &o- -ell the 0rodu(t or

ser'i(e is (ommuni(ated* (an )e analyzed )y the )uyin, trends o1 the

(onsumers/ !t (an )e 1urther )roken do-n into di11erent ,enders* as )oth the

,enders 0er(ei'e ad'ertisements re,ardin, the neutral 0rodu(ts8ser'i(esdi11erently and hen(e re7uire di11erent 0ersuasi'e te(hni7ues/

Researc Des",n

The )asi( 0oint o1 this resear(h 0a0er -as to analyze ho- ad'ertisin, a11e(ts

male and 1emale (onsumers di11erently/ For this* a 1e- hy0otheses had )een

de'elo0ed -hi(h ha'e )een stated a)o'e/ We o)ser'ed the )eha'iors o1

)oth these (onsumers throu,h di11erent means so that the hy0otheses that

-e ha'e (ome u0 -ith (an )e 'eri1ied or 0ro'en other-ise/

Considerin, the e>tensi'e nature o1 the to0i( under study and the le'el on

-hi(h -e -ere* it -as o)'ious that -e had to )ind our resear(h to a

:=


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(ontrolla)le s(ale/ For this 0ur0ose* our resear(h -as limited to data related

to 9ust t-o (ities namely a-al0indi and !slama)ad/ De0endant and

!nde0endent 'aria)les -ere identi1ied as 0er the data (olle(ted/ The a,e

)ra(ket that -as )ein, analyzed 1or this 0ur0ose -as )et-een :;6= years

o1 a,e that is (o'erin, the youn, and adult a,e ,rou0/ We sele(ted this

,rou0 )e(ause -e )elie'ed that a ma9or (hunk o1 our 0o0ulation o1

0ur(hasers 1ell in this a,e )ra(ket/

Some o1 the te(hni7ues that -ere used to (olle(t the data 1or our resear(h

-as mainly 7ualitati'e as no 0re'ious data -as a'aila)le on su(h a to0i(

es0e(ially 1or 4akistan/ They -ere as 1ollo-s2

:/ S$r#e+sJ a sam0le size o1 :=== -ill )e sur'eyed (onstitutin, o1 )oth

the 1emale and male 0o0ulation -ith e7ual 0ro0ortions/ This sur'ey

-ould hel0 us to analyze ho- males and 1emales res0ond di11erently to

di11erent ad'ertisements and this -ill sho- ho- their attitudes to-ards

0rodu(ts are sha0ed/

The sur'eys -ould 0ro'ide us -ith data dire(tly 1illed out )y the

(ustomers themsel'es and as -as said earlier that there isn+t mu(h

data a'aila)le re,ardin, the (ustomers o1 the area that -e areresear(hin, on* these sur'eys -ill a(t as the startin, 0oint 1or some o1

the 'aria)les that -e ha'e to study/

3/ &nter#"e%s J This -ould in'ol'e inter'ie-in, some (ustomers

randomly in order to analyze (ustomer )eha'ior throu,h a more

0ersonal a00roa(h/ A dis(ussion -ith the (ustomer (an sometimes

un(o'er se'eral 1a(tors* -hi(h -e (ould ha'e 0re'iously missed out

on/

5/ -oc$s Gro$' J this -ill in'ol'e (arryin, out a dis(ussion in a

(ontrolled en'ironment/ This dis(ussion -ill )asi(ally hel0 us in

determinin, -hether males and 1emales ha'e di11erent 'ie-s

re,ardin, di11erent ad'ertisements that -e -ill raise a dis(ussion on/

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Both the ,enders -ill )e in the same en'ironment and under same

(onditions )e(ause o1 -hi(h unreasona)le 'ariations (annot arise in

the res0onse/

Based on this data* the 7ualitati'e te(hni7ues -ill ,i'e us an in6de0th

analysis that -ould lead to our 1indin,s/

Data Anal+s"s

As 0er the o)9e(ti'e o1 our resear(h that is to study the im0a(t o1

ad'ertisement on male 's/ 1emale (onsumer )uyin, )eha'ior* -e 0lan to

(arry out the 0reliminary resear(h throu,h the sur'eys* inter'ie-s and

1o(used ,rou0 dis(ussions o1 random (onsumers/

The 7uantitati'e te(hni7ues )ein, re,ression analysis and 1e- sele(ted S4C

tools* -ill then )e em0loyed on(e the data has )een (olle(ted -hi(h -ill ,i'e

us an o)9e(ti'e o'er'ie- o1 the data/ On(e the data has )een analyzed*

(on(lusions -ill )e dra-n )ased on the e>tensi'e study that -ould )e

(om0leted/

For this 0ur0ose* the 1ollo-in, 7uantitati'e te(hni7ues -ill )e utilized2

:/ Re,ress"on Anal+s"s J this -ill measure se'eral relationshi0s

)et-een some de0endant and inde0endent 'aria)les that -e -ill )e

indenti1yin, in this resear(h/ These relationshi0s -ill assist us in

rea(hin, to (on(lusions re,ardin, -hether ad'ertisin, has a di11erent

im0a(t on males and 1emales/

3/ Coe))"c"ent o) correlat"onJ to analyze the (orrelation )et-een the

di11erent 'aria)les so as to su00ort the res0e(ti'e hy0othesis/

5/ SPC .Stat"st"cal Process Control/ J identi1y the relationshi0

)et-een the (ause and e11e(t 'aria)les/

The 0re'iously mentioned hy0otheses -ill )e analyzed )y 7ualitati'e and

7uantitati'e te(hni7ues/ As 1or assum0tions* -e ha'e assumed

ad'ertisement )ein, the inde0endent 'aria)le de0endent 'aria)les that -e

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ha'e identi1ied u0 till no- -ould )e )rand re(all* ,ender* a,e and

edu(ational le'el/

The data re7uired 1or this -ill dire(tly )e (olle(ted 1rom sur'eys and

inter'ie-s o1 the (onsumers o1 our sam0le/ For this the sur'ey 1orm -ill )e)uilt su(h as to (ater to these data re7uirement/

#imitations 1or our resear(h study -ould )e that it -ill 9ust (ater to the

a-al0indi8!slama)ad re,ion/ Other -ould in(lude the de0endent 'aria)les

identi1ied a)o'e/

Our resear(h study (an )e ,eneralized 0ro'ided the similar (ir(umstan(es

that -e ha'e taken u0 1or this 0a0er/ !t may also in(lude other (ities or e'en

(ountries -ith similar (ultural and demo,ra0hi(al as0e(ts/ Further resear(h

in su(h re,ions -ould hel0 in ,eneralizin, the 1indin,s o1 this resear(h/

Nat$re an* -orm o) Res$lts

We ha'e 0resented our result in di11erent 1orms 1or e>am0le ,ra0hi(al

re0resentation o1 statisti(al data* ta)les* (harts and 1i,ures/ These

te(hni7ues -ould hel0 us in the e'aluation o1 our results/

-ac"l"t"es0 Reso$rces 'ro'ose* B$*,et

Follo-in, are some o1 the items and their a00ro>imate (osts that mi,ht )e

re7uired 1or the (ondu(tion o1 our resear(h2

Reco$rses 2$ant"t+ Cost Total Cost

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Com0uter

: 4ersonal Com0uter at

home

3 E6(ommer(e #a) (om0uter5 #a0to0s

4( J 3

E6(om (om0uters J

#a0to0s 6 3

"8A "8A

!nternet

: Mi(ronet Broad)and DS#

home

3 Mi(ronet Broad)and DS#

E6(ommer(e #a)

666

"8A

s/ :3==

"8A

s/ :3==

"8A

4rinter

: &4 At home

3 E6(ommer(e #a) 4rinter

3 4rinters

"8A

s/ :?== 0er

(artrid,e

"8A

s/ :?==

"8A

Stationary K )indin, 666 s/ == s/ ==

Online ournals8Emerald "8A "8A "8A

!nstru(tors Coo0eration "8A "8A "8A

Tra'elin, E>0enses 0ersons 666 s/ :===

Total 333 333 Rs4 5166

:?


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CHAPTER 7

ESEAC& DES!%"

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Descr"'t"on o) Researc Des",n

-ormal St$*+J !n our study -e 1ormulated 1our )asi( hy0othesizes and

then (arried out the -hole resear(h 0ro(ess to test those hy0othesizes/

Basi(ally it -as to (he(k -hi(h one amon, those holds true or e'en 1alse in

some o1 the (ases/ !n short this is a 1ormal study )e(ause hy0othesizes -ere

1ormulated in the 'ery )e,innin, and the entire resear(h -as (arried out to

0ro'e or disa00ro'e those/

Comm$n"cat"on St$*+ 8 !n this method o1 data (olle(tion it is the

res0onsi)ility o1 the resear(her to 7uestion the su)9e(ts and re(ord theres0ondents+ res0onse )y 0ersonal or im0ersonal means so that the data

(ould )e used as a )asis 1or testin, the hy0othesis )y usin, 'arious

statisti(al tools/ We (all our study a (ommuni(ation study )e(ause in the

initial sta,es -e de'ised a 1ormal 7uestionnaire/ Also to ha'e a 1air idea

a)out (onsumer res0onse -e had a 0ilot testin, session taken 0la(e online

Des(ri0tionTe *e,ree to %"c te researc 9$est"on

as been cr+stall":e*

Formal Study

Te meto* o) *ata collect"on Communi(ation StudyTe 'o%er o) te researcer to 'ro*$ce

e))ects "n te #ar"ables $n*er st$*+

E>0eriment

Te '$r'ose o) te st$*+ Casual Study

Te t"me *"mens"on Cross6se(tional StudyTe to'"cal sco'e0 brea*t an* *e't o)

te st$*+

Statisti(al Studies

Te researc en#"ronment Field (onditionsTe 'art"c"'ants 'erce't"ons o) researc

act"#"t+

Daily outine

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as -ell/ Both the 7uestionnaires are atta(hed in the a00endi>/ There1ore our

method o1 data (olle(tion 1alls under the (ommuni(ation study/

E;'er"ment J E>0eriment 0ro'ides the resear(her -ith enou,h 1le>i)ility to

mani0ulate the 'aria)les in the study so as not to distort the o'erall result o1the study/ For e>am0le one o1 our hy0otheses -as that -omen are more

s0ontaneous sho00ers than men that is they tend to )uy thin,s -hi(h they

ha'e not e'en 0lanned/ !n order to test this hy0othesis -e ha'e assumed

that all the -omen in our sam0le size )elon, to the in(ome ,rou0 -ho has

the 0ur(hasin, 0o-er o1 )uyin, 0rodu(ts8ser'i(es on instin(t -hile they are

sho00in, -hi(h a(tually means that money is not a (onstraint in this (ase

-hereas a more 0ra(ti(al a00roa(h -ould )e that there are in(ome ,rou0s-here -omen do not ha'e the )ud,et to a((ommodate 0rodu(ts8ser'i(es

)ou,ht at an im0ulse/

Cas$al St$*+ J The main o)9e(ti'e o1 resear(h -as to analyze the

e11e(ti'eness o1 marketin, mediums on the male81emale )uyin, )eha'ior

-ith our main 1o(us on their )rand re(all a)ility/ There1ore throu,h out the

resear(h -e made an e11ort to e>0lain the relationshi0 amon, our 'aria)les

and that is it true that 1emales ha'e a )etter )rand re(all then men or 1orthat matter -hat is the e11e(t o1 usin, tele'ision as a marketin, medium

(om0ared to a )ill)oard/

Cross3sect"onal St$*+J We )elie'e our study to )e so as our study -asn+t

e>tended o'er a 0eriod o1 time )ut it -as (ondu(ted o'er a (ontinuous 0oint

in time/ The entire 0ro9e(t -as (om0leted -ithin a time 1rame o1

a00ro>imately :3 -eeks/

Stat"st"cal St$*"es 3 These ty0es o1 studies mainly em0hasize on

hi,hli,htin, the )reath o1 the to0i(/ This means that the one as0e(t o1 the

entire to0i( -ill not entirely dis(uss the 0ro)lem statement in detail -ith

relation to the male81emale )uyin, )eha'ior and marketin, medium

:G


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e11e(ti'eness/ The results o1 the study are )ein, su00orted )y usin,

statisti(al tools and te(hni7ues su(h as des(ri0ti'e statisti(s/

-"el* Con*"t"ons J The -hole study -as (ondu(ted under the a(tual

en'ironmental (onditions so as not to lea'e any room 1or mani0ulation/

Part"c"'ant Perce't"onsJ the 0arti(i0ants in'ol'ed -ere sur'eyed under

the routine en'ironment so as not to e11e(t* mould or mani0ulate the natural

0er(e0tion o1 the res0ondent/

!nde0endent Varia)les !V K De0endent Varia)les DV

The de0endent 'aria)le is the e11e(t o1 ad'ertisement and the inde0endent

'aria)les are )rand re(all* ,ender and a,e res0e(ti'ely/ Belo- is a ta)ular

re0resentation o1 the t-o ty0es o1 'aria)les (ate,orizin, the data ty0es that

they indi'idually 1all into/


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:/ Sel16administered Sur'ey J A Sur'ey -as (ondu(ted in the a-al0indi8

!slama)ad re,ion/

a/ Sam0le sur'ey K measurement s(ale ty0es2

%ender2 Male8Female

A,e2 :;6383


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&6!!! Brand e(all Ordinal Multi0le Choi(e

sin,le

res0onse* Free

res0onse

G* ;* * :=

and ::

The 7uestions -ere (ate,orized as 0er the hy0othesis taken u0 1or the

resear(h/ Follo-in, measurement s(ales -ere used in makin, the sur'ey/

The sur'ey is atta(hed in the a00endi>/

Multi0le (hoi(esin,le res0onse

For(ed ankin, S(ale

Free es0onse

3/ !nter'ie-s J althou,h -e (ould not (ondu(t 1ormal inter'ie-s/ &o-e'er

-hile (ondu(tin, the sur'eys -e realized that most o1 the res0ondents

did not ha'e the kno- ho- o1 ho- to ,o a)out it/ So durin, those

sessions -e not only administered them )ut also intera(ted -ith them

so as to make thin,s sensi)le and easier 1or them/

3=


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CHAPTER =

F!"D!"%S

3:


22/87

H31

Women a#e more s'ontaneo$s b$+"n, ab"ts as com'are* to

men

Follo-in, 1indin,s -ere made on the )asis o1 our sur'ey the 1indin,s

are re0resented on the )asis o1 males 's/ 1emales/

-emales>

5


23/87

0lanned sho00in, list and 5?N o1 males in a,e strata ?= stu(k to

their sho00in, list/

H37

Men an* %omen 'erce"#e a*#ert"sements *"))erentl+

!n this re,ards our 7uestionnaire -as as su(h so that to measure the

0er(e0tion o1 ad'ertisement de0endin, on ,ender/ The 7uestionnaire

-as desi,ned to 1ind the most e11e(ti'e medium o1 ad'ertisin, that

in1luen(es males 's/ 1emales and theme o1 the ad'ertisement as -ell

as the 0er(e0tion that -hether ad'ertisements 0ortray a true 0i(ture

o1 a 0arti(ular add or not/ Similarly* the attra(ti'e attention o1 a

0arti(ular add -as also 1ound -ith re,ards to res0e(ti'e ,ender as

-ell/

-emales>


24/87

-hether the ad'ertisement 0ortrays a true 0i(ture o1 a 0rodu(t or not/

This is 1ollo-ed )y ??N 1emales o1 the same strata that 1eel that they

are to some e>tent attra(ted )y the ad'ertisement/ Similarly none o1

the 1emales in the strata o1 3tent ad'ertisements attra(t their attention/


25/87

strata o1 ?= says that ad'ertisements do not 0ortray a true 0i(ture o1

the 0rodu(t or ser'i(e )ein, marketed/ And =N o1 the males o1 this

stratum 1eel that ad'ertisements attra(t their attention a lot/

H3=.a/

Bran* Recall lea*s to '$rcase>

!n this re,ard our 7uestionnaire -as as su(h so that to 1ind -hether

)rand re(all leads to 0ur(hase or not/ And -e 1ound that ;N o1

1emales in the strata o1 :;63 a,ainst ;N o1 males in the same strata

are sure that an ad'ertisement had (reated an inert 1eelin, in them to

try out a 0rodu(t thus leadin, to 0ur(hase )eha'ior on the )asis o1

)rand re(all/ Whereas


26/87

Our 1indin,s thus are that G;N 1emales in the strata o1 3


27/87

CHAPTER 5

A"A#$S!S

3G


28/87

H+'otes"s 1> Women a#e more s'ontaneo$s b$+"n, ab"ts as

com'are* to men4

The 1irst t-o 7uestions -ere meant to test this hy0othesis/ The res0ondents

-ere asked -hether they make a list )e1ore ,oin, 1or sho00in, or not and

that -hether they sti(k to that list or not/ A((ordin, to the res0onse that -e

,ot* -e (ame to kno- that around 53N males did 0lanned sho00in, -hile

?


29/87


30/87

themes/ Men on the other hand -ere most a11e(ted )y (ele)rity endorsed*

in1ormati'e and humorous ad'ertisin, themes/ When -e (om0are the

0er(enta,es* -e see that ?=/GN men ranked (ele)rity endorsed ad'ertisin,

as the most e11e(ti'e -hile only 3G/5N -omen ranked it as the most

im0ortant/ For men* the se(ond most im0ortant -as in1ormati'e ad'ertisin,

and third -as humorous/ For -omen* the 0er(enta,e -as e7ual at 3G/5N 1or

all their most 1a'ored themes/ We also see that :?/GN men ranked

ad'enturous ad'ertisin, as most e11e(ti'e -hile only ;N -omen a,reed on

that/ These di11eren(es are (learly attri)uta)le to the ,ender di11eren(es/

Men are more a11e(ted )y (ele)rity endorsed ad'ertisin, as 1or them* a

)eauti1ul model marketin, a 0rodu(t -ould o)'iously )e more attra(ti'e

than anythin, else -e (an (on(lude that to )e men+s nature/ Also men are

more interested in the 1a(ts and 1i,ures a)out e'erythin, and so o)'iously

in1ormati'e ad'ertisin, is 0re1erred/ Women are more emotional as o00osed

to men and so 1or them* emotional ad'ertisements are more e11e(ti'e/ They

are o1ten more a11e(ted )y the emotional themes and so they aren+t really

)othered a)out the in1ormation )ein, deli'ered in the ad and that is -hy

that theme has not )een ranked 'ery hi,h/ Also they are not rou,h and

tou,h and ad'enturous like men and so they ha'e ranked the ad'enturousad'ertin, theme the lo-est/ So )y this -e (an see that men and -omen may

sli,htly ha'e similar ad'ertisement (hoi(es )ut the 0er(enta,es* -hi(h

0re1er di11erent ad'ertisements* are 7uite di11erent/

!n 7uestion num)er 1i'e res0ondents -ere s0e(i1i(ally asked -hat they

thou,ht a)out ad'ertisements ,i'in, a true 0i(ture o1 the 0rodu(ts )ein,

marketed/ As e>0e(ted* a 'ery small 0er(enta,e o1 men and -omen a,reed

that ad'ertisements -ere true/ The num)er o1 males and 1emales (hoosin,

that o0tion -ere rou,hly the same/ As 1or 0eo0le -ho did not )elie'e that

ad'ertisements -ere true* there -as a hu,e di11eren(e in the num)er o1 men

and -omen* -hi(h )elie'ed so/ Around


31/87

-omen )elie'ed the same/ This sho-s the di11erin, 0er(e0tions 'ery (learly/

Around ?N -omen (hose the o0tion Pmay)e+ )e(ause they -ere not really

sure a)out ad'ertisements+ authenti(ity/ Com0ared to that* only 3?N males

(hose this o0tion yet a,ain a 'isi)le di11eren(e/

!n the last 7uestion 1or this hy0othesis* 0eo0le -ere asked that to -hat

e>tent did ad'ertisements attra(ted their attention/ Around 5N -omen

(hose the Pa lot+ o0tion -hereas only 3=N men (hose this o0tion/ There -as

also an o0tion o1 Psome-hat+ 1or 0eo0le -ho -ere not 'ery (on1ident a)out

-hether ad'ertisements did or did not attra(t their attention/ Around imately ?N 1emales ti(ked it

too/ The 0er(enta,e o1 males -ho (on1idently )elie'ed that ad'ertisementsdid not attra(t their attention at all -as (learly more than that o1 -omen at

a)out N as o00osed to 9ust 3N/ These 0er(enta,e di11eren(es )et-een men

and -omen (learly de0i(t the di11erin, 0er(e0tions that they ha'e a)out

ad'ertisements/ !t (an also )e related to the 0re'ious t-o 7uestions/ We sa-

that nearly


32/87

7uestion/ There1ore it (an also )e indu(ed that it is easier to attra(t -omen+s

attention throu,h ad'ertisin, than men/ !n men* the 0er(enta,e* -hi(h said

a (lear H"o.* -as around 3N -hile -omen -ho said that an ad'ertisement

ne'er (reated a 1eelin, in them -as only a00ro>imately ::N as o00osed to

that/ Why men are at a hi,her 0er(enta,e here and at a lo-er 0er(enta,e in

the H$es. o0tion is )e(ause the emotional 7uotient is lo-er in men and that

it -hy they are not easily (on'in(ed )y ad'ertisements as (om0ared to men/

!n the se(ond 7uestion 1or this hy0othesis* the res0ondents -ere asked ho-

o1ten their 0ur(hase de(ision -as )ased on )rand re(all/ Most o1 the

res0ondents in )oth males and 1emales (hose the Harely. o0tion/ Se(ond in

line -as the Ho1ten. o0tion/ This sho-s an interestin, 1a(t 0eo0le may likedi11erent sorts o1 ad'ertisin, themes* they may say that an ad'ertisement

did (reate an inert 1eelin, to try out a 0rodu(t* )ut -hen it (omes to a(tually

0ur(hasin, the 0rodu(ts* their )uyin, de(ision is rarely )ased on )rand

re(all/ This means that the inert 1eelin, (reated )y ad'ertisements -as not

stron, enou,h to make 0eo0le a(tually )uy the 0rodu(t/ ust ,ettin, a

1eelin, is di11erent than ,ettin, an intention to )uy the 0rodu(t/

This means that the hy0othesis that )rand re(all leads to a 0ur(hase -ouldnot )e 'ery authenti( as the results sho- that 0eo0le may remem)er a

0rodu(t due to it+s ad'ertisements )ut its not ne(essary that they -ould )uy

it too -hen they remem)er it/

&52 EECTED

H+'otes"s 5> Women a#e a better bra* recall ten men4

The last three 7uestions o1 the 7uestionnaire -ere meant to test this

hy0othesis/ es0ondents -ere asked to list out )rands that they re(alled

1rom some s0e(i1i( (olors* ta, lines and (ele)rities/ The results -ere 0retty

strai,ht 1or-ard here/

53


33/87

!n the 1irst 7uestion* -hi(h -as re,ardin, )rands re(alled 1rom 1i'e s0e(i1i(

(olors* it -as seen that the 0er(enta,e o1 -omen -ho s(ored the ma>imum

marks* i/e/ ,ot all their ans-ers (orre(t* -as dou)le than that o1 men/ On

a'era,e* men s(ored 1ar less than -omen in terms o1 remem)erin, )rands

1rom di11erent (olors/

!n the ne>t 7uestion* in -hi(h res0ondents -ere su00osed to re(all )rands

1rom di11erent ta, lines* on(e a,ain 1emales -ere the ma>imum s(orers/

Around G=N -omen s(ored se'en or a)o'e out o1 a total o1 ten -hile men

-ho s(ored se'en or a)o'e -ere only around ?=N/ This (learly sho-s the

hu,e di11eren(e in terms o1 )etter )rand re(all/

For the last 7uestion too* the total s(ore -as ten and res0ondents had to list

the )rands that they remem)ered 1rom di11erent (ele)rities/ On(e a,ain*

around imately 5=N/

We see that -hen -omen -ere in7uired a)out the most e11e(ti'e marketin,

medium and ad'ertisin, theme in their o0inion* they had (hosen TV and an

emotional ad'ertisin, theme/ This sho-s that -omen usually s0end more

time at home -at(hin, TV as the -orkin, -oman (on(e0t has not e'ol'ed in

our so(iety 'ery dee0ly till no- and also they are more emotionally attra(ted

to the ads as o00osed to men/ This is -hy -omen tend to remem)er -hat

they see more as (om0ared to men/ We also sa- that -hen it -as in7uired

-hether ad'ertisements ,i'e a true 0i(ture o1 the 0rodu(t )ein, marketed or

not* it -as seen that mostly -omen (hose the Hmay)e. o0tion )e(ause o1

-hi(h -e (an say that they may tend to )elie'e more that ads (an )e honest

and that is -hy they may -at(h the ads -ith a ,reater interest than men

-ho had mostly (hosen that ads are not true/

&?2 ACCE4TED

55


34/87

H+'otes"s ?> Bran* recall *"))ers "n *"))erent a,e brac@ets

!n the results o)tained 1rom )rand re(all 7uestions* it -as seen that youn,er

(onsumers in )oth the ,enders had a )etter )rand re(all than the other t-o

strata o1 )oth males and 1emales/ This is )e(ause the memory re(all is )etterin youn,er a,e and the youn,er ,eneration today is more in tou(h -ith

media than the older ,enerations/ Another reason 1or this is that (om0anies

tend to tar,et the youn,er a,e )ra(ket throu,h ad'ertisin, (am0ai,ns as

the youn,er (onsumers (an in1luen(e the )uyin, )eha'ior o1 their 0arents

and ,rand 0arents too/ So as this youn,er a,e )ra(ket is s0e(i1i(ally

tar,eted* the 0romotional (am0ai,ns are )ound to a11e(t them more than

the older ,enerations and this is also a reason -hy youn,er (onsumers ha'ea )etter )rand re(all/

&2 ACCE4TED

5?


35/87

CHAPTER ?

STAT!ST!CA#MODE#

5


36/87

Stat"st"cal Tool

We ha'e not used re,ression analysis as the 'aria)les under analysis (annot

)e re,ressed -ith the (urrent 1ormat o1 7uestionnaire that -as 0re0ared 1or

data (olle(tion in the initial sta,e o1 (ondu(tin, this resear(h/ Currently

Meanis the statisti(al tool that is )ein, used 1or 7uestion num)er * := and

:: )e(ause o1 the 1a(t that all the res0ondents ha'e 0ro'ided a s(ore as a

res0onse to the three 7uestions and there1ore it is easier to (al(ulate the

mean o1 )oth the ,enders := 1emales2 := Males so that the a'era,e

1i,ures o1 the t-o ma9or strata (an )e statisti(ally analyzed/ The rest o1 the

7uestions ha'e )een analyzed usin, mode as the ma9or statisti(al tool

-hereas Count -as the se(ondary tool in use/

2$est"on 1 7

The hy0othesis ! 1or these 0arti(ular 7uestions -as 1ormulated to analyze

-hether -omen had more s0ontaneous )uyin, ha)its as (om0ared to men

or not/ The three res0onse 1or )oth the 7uestions -ere yes* no and

sometimes and the s(ores ,i'en to them -ere :* 3 and 5 res0e(ti'ely/

Table 13 Descr"'t"#e Stat"st"cs 21 27 .-emale/

Q Q!

Mean 3/3555

55

Mean 3/G?

Median 3 Median 5

Mode 3 Mode 5

Table 7 3 Descr"'t"#e Stat"st"cs 21 27 .Male/

Q Q!

Mean 3/::55 Mean 3/555

5


37/87

55 55

Median 3 Median 5

Mode 3 Mode 5

Ta)le : K :< sho- that the most re(urrin, s(ore 1or 7uestion : 1or )oth the

,enders is 3 -hi(h means that the ma9ority o1 res0ondents in the sam0le

size ha'e (hosen the o0tion H"o. 1or this 0arti(ular 7uestion/ This means

that men and -omen do not 0lan their sho00in, and make a sho00in, list as

-ell/ The mode 5 1or 7uestion 3 1or the )oth ,ender indi(ates that ma9ority

o1 the su)9e(ts in the sam0le size ha'e o0ted 1or Hsometimes.res0onseQ5

as a res0onse* makin, it (lear that they sometimes sti(k to -hat they ha'e

0lanned 1or sho00in, -here as sometimes the sho00in, is dones0ontaneously

Table = 3 Co$nt 27

Ta)le :G sho-s that ;< 1emales out o1 the :=

strata size do not sti(k to -hat they ha'e 0lanned

1or sho00in, and there are = males -ho admitthat they sti(k to -hat they ha'e 0lanned 1or this

means that males ha'e a less s0ontaneous

sho00in, )eha'ior than -omen e'en thou,h the

mode 1or )oth the ,enders -as the same/

Q! "emale

Count 6 $es 35

Count 6 "o ;a(tly :/? 1or )oth the ,enders )e(ause o1 the 1a(t that

althou,h the most re(urrin, s(ore -as :* there -ere indi'iduals -ho had

(hosen the res0onses -hi(h had )een ,i'en the s(ore o1 3 and 5 "o and

Sometimes as -ell/

Table 1 3 Co$nt 2 .-emale/

Table 76 3 Co$nt 2 .Male/

Q

Count 6 $es G?

Count 6 "o ::

Count 6 Sometimes


48/87

But i1 -e (riti(ally analyze the inde0endent (ount 1i,ures 1or )oth ,enders

than it (an )e stated that the (ount 1or the res0onse H"o. -as ,reater )y 30enditure tar,eted at 1emales )y the same 0er(enta,e so that

their (am0ai,ns (an )e more e11i(ient as the )rand re(all o1 1emales is mu(h

)etter i1 (om0ared to men althou,h it has yet to )e analyzed i1 )rand re(all

leads to 0ur(hase as -ell/

:


52/87

CHAPTER

CO"C#US!O" K

ECOMME"DAT!O"S

3


53/87

Based on all the 1indin,s and analysis* -e ha'e (ome to the 1ollo-in,

(on(lusions2

Women are easier to tar,et and a11e(t throu,h marketin, due to their

hi,her emotional 7uotient and TV e>0osure/ !t is also more )ene1i(ial

to tar,et -omen as their )rand re(all -as also 0ro'ed to )e )etter so

this o)'iously means that they are more 0rone to s0read the 0rodu(t+s

a-areness throu,h -ord o1 mouth/ Due to these reasons* (om0anies

should s0end a ,reater 0ro0ortion o1 their marketin, )ud,et on

tar,etin, -omen throu,h ad'ertin, (am0ai,ns )ased on emotional*

humorous and (ele)rity endorsed themes/

TV and )ill)oards are the most e11e(ti'e mediums 1or marketin, to

(onsumers )elon,in, to )oth the ,enders/

!t is not ne(essary that )rand re(all leads to 0ur(hase )ut still

0romotion is im0ortant and e11e(ti'e in terms o1 (reatin, a-areness

and re(all 0otential in the (onsumers/

Women ha'e a more s0ontaneous )uyin, )eha'ior as (om0ared to

men so 0oint6o16sale ad'ertisin, (an )e a 0oint o1 1o(us 1or the

(om0anies/

Men and -omen 0er(ei'e ad'ertisements di11erently so di11erent

ad'ertisin, themes are im0ortant to tar,et )oth these ,enders moree11e(ti'ely/

5


54/87

B"bl"o,ra'+

Childs /" K /Maher* 3==5* %ender in 1ood ad'ertizin, to (hildren* British

Food ournal* 'olume := issue G* 0 ?=;6?:

&o,,/ M K %/ ade* 3==5* %ender identity and the (onsum0tion o1

ad'ertizin,* Lualitati'e Market esear(h2 An !nternational ournal* 'olume tent do you think that ad'ertisin, attra(ts your attentionR

G


80/87

&y0othesis6!!! Brand re(all leads to 0ur(hase/

LG Did an ad'ertisement e'er (reate an inert 1eelin, to try out a 0rodu(tR

L; &o- o1ten is your 0ur(hase de(ision )ased on an ad'ertisement re(allR

&y0othesis6!V Women ha'e )etter )rand re(all as (om0ared to men/

;=


81/87

L Whi(h )rand (omes to your mind 1rom the 1ollo-in, (olorsR #ist as

many as you remem)er

L:= Fill in the 1ollo-in, )lanks2

Lno2:: Whi(h

ad'ertisement

(omes to your

mind -hen youthink o1 the

1ollo-in,

(ele)rities/ #ist

as many as you remem)er

;:


82/87

;3


83/87

SUR


84/87

L? &o- -ould you rate the 1ollo-in, ad'ertisement themeR )ein, the

hi,hest* : the lo-est

&umorous

!n1ormati'e

Ad'enturous

Emotional

Cele)rity endorsed

L Do you think that ad'ertisements ,i'e a true 0i(ture o1

0rodu(ts8ser'i(es )ein, marketedR

$es

"o

May )e

L< To -hat e>tent do you think that ad'ertisin, attra(ts your attentionR

E>tremely

A lot

Some-hat

"o

"ot at all

H-III(a) rand recall leads to purchase.

LG Did an ad'ertisement e'er (reate an inert 1eelin, to try out a 0rodu(tR

;?


85/87

$es

"o

Sometimes

H-III(b) rand recall

L; &o- o1ten is your 0ur(hase de(ision )ased on an ad'ertisement re(allR

Mostly

O1ten

arely

"e'er

L Whi(h )rand (omes to your mind 1rom the 1ollo-in, (olorsR #ist as

many as you remem)er

$ello-

Blue

ed

!ndi,o

%reen

L:= Fill in the 1ollo-in, )lanks2

Bran*s Ta, L"nes

%aarha 9o hai

itna khalis 9itna 0yar

;


86/87

4iyo aur 9iyo

Conne(tin, 0eo0le

a) sa) keh dou

thand hai tou kia hua

Brrrrrrrrrrrrrrrrrrrr

Do the De-

the smart (all

&its hard

Lno2:: Whi(h ad'ertisement (omes to your mind -hen you think o1 the

1ollo-in, (ele)rities/ #ist as many as you remem)er

eema

Amna &a7

Ali Za1ar

Shaan

Ati1 Aslam

!man Ali

Ali Azmat

eesham

Mahnoor Balo(h

Shahid A1ridi

;


87/87

46766273 effect of advertisement on male vs female buying behavior

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