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: Mrs. Nidhi Punj (Assistant Professor) MBA Deptt

SUBMITTED BY: Manoj Kumar Raina MBA 4th Sem. Univ.R.No.

SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES BARWALA, PANCHKULA (HARYAN

TABLE OF CONTENTS

Sr. NO.

CONTENTS
Certificate Acknowledgement Preface Declaration

PAGE NO.

i ii iii 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 29-51 25-28

Chapter IV

DATA ANALYSIS AND INTERPRETATION

Chapter V

FINDINGS & SUGGESSTIONS

52-53

Chapter VI

CONCLUSION QUETIONAIRE REFERENCES BIBLIOGRAPHY

54-56 56-58 59-60 61

CERTIFICATE

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 expected of an MBA student. Therefore, I recommend the same to be sent for evaluation.

Research Guide

(Principal)

ACKNOWLEDGEMENTS

ii

I express my sense of profound gratitude to the Management of SDDIMS. For giving me this opportunity to conduct a study on their esteemed organization. My sincere thanks to Ms. Nidhi Punj (Assistant professor MBA) for permitting me to pursue this project and providing his valuable time, suggestions and support for completing my project work successfully. I am thankful to our Principal Dr. P.K Mehta. And also convey my thanks to our faculty members for their support. Lastly, I am indebted to the friends and will-wishers that have extended their support to me during the project.

Manoj Kumar Raina

PREFACE

iii

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.

DECLARATION

iv

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 Partial fulfillment for the Masters 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

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.

CHAPTER 1 INTRODUCTION

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 marketing campaign 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 hasnt 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 .

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 consumers 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. Brand Recall 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?

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).

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 companys 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.

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

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

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.

Benefits to Wholesalers and Retailers:

1. Easy sale of the products is possible since consumers are aware of the product and its quality. 2. It increases the rate of the turn-over of the stock because demand is already created by advertisement. 3. It supplements the selling activities. 4. The reputation created is shared by the wholesalers and retailers alike because they need not spend anything for the advertising of already a well-advertised product. 5. It ensures more economical selling because selling overheads are reduced. 6. It enables them to have product information.

Benefits to Consumers:
1.

Advertising stresses quality and very often prices. This forms an indirect guarantee to the consumers of the quality and price. Further large scale production assumed by advertising enables the seller to seller product at a lower cost.

2.

Advertising helps in eliminating the middlemen by establishing direct contacts between producers and consumers. It results in cheaper goods.

3.

It helps them to know where and when the products are available. This reduces their shopping time.

4.

It provides an opportunity to the customers to compare the merits and demerits of various substitute products.

10

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
11

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. 6.

It assures employment opportunities for the professional men and artist. 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.

12

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
13

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. More controversially, 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 an advantage. 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:

14

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 email spam

New media:
Technological development and economic globalization favors the emergence of new and new communication channels and new techniques of commercial messaging.

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 the movie 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.

15

 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 an article 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,
16

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 POPPoint 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, caf, 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

17

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 media outlets, todays 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. Television Radio Print Publications Internet Direct Mail Signage Product Placement Mobile Devices Sponsorships 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
18

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 application of 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.

How Advertising Works:

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 creative 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 asadvertising 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
19

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.

Web: 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, dimension as-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
20

want voters to vote for their candidate; and sponsors of public-service announcements related to the harmful effects of smoking wants the smoking to decline.

Effects of Advertisements on Buying Behavior:

A Comparative Study on Male and Female Consumers medium chosen and the audience targeted. This will support them in identifying their target segment that they can influence and which can work in their favor. Hence getting the maximum return on what they will invest for marketing their product/services. It will also guide the marketers to identify the factors that influence the audience more effectively in any advertisement and so those can be worked on. Also it will be analyzed that how men and women perceive advertisements differently and hence what are the factors that lead to their purchase decision.

CHAPTER 2 REVIEW OF LITERATURE

21

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

22

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
23

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
24

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 a counter-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

25

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
26

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
27

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 and mode 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.
28

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 respective audience 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

29

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

30

Numbers Ad Mediums TV Billboard Newspaper Internet Radio Others 5

Females 4 3 2 1

Numbers Ad Mediums TV Billboard Newspaper Internet Radio Others

Males 5 4 3 2 1

75 7 5 8 2 4

7 18 17 11 6 4

3 34 33 11 9 4

2 23 28 25 21 9

3 8 7 35 52 15

47 2 10 9 2 2

29 22 32 5 3 1

7 37 24 27 12 0

6 1 7 1 7 2 9 2 5 1 3

1 12 7 20 48 31

80 70 60 50 40 30 20 10 0

75

T v B illboa rd N ews pa p e r Inte rne t

3 87

34 33 18 17 758 7 11 3 11

35 28 23 25

R adio

Figure 4.1- Advertisement Medium Responses- Females Table No: 4.2Median and Mode of Advertisement Medium- Ratings
31

Mean

Median

Mode

Females Males Females Males Females Males TV Billboard 4.65 2.92 4.26 2.83 3.23 2.48 1.73 0.78 5 3 3 2 1 0 5 3 3 2 1 1 5 3 3 1 1 0 5 3 4 2 1 0

Newspaper 2.83 Internet Radio Others 2.24 1.72 o.90

32

Figure 4.3 Mean, Median and Mode of Advertisement Mediums- Female Figure- 4.4

5 5 4 .5 4 3 .5 3 2 .5 2 1 .5 1 0 .5 0 Me a n Me dia n 2.92 2.83 2.24 1.72 0.9 3 3 2 1 0 4.56

5
TV B illboard

N ewspap er In tern et

1 0

R adio O th ers

Mo de

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-InternetBillboard-Newspaper-Radio-others and for male: TV-Internet-NewspaperBillboard -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

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 todays 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

34

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 . Numbers Ad /Themes Humorous Informative Adventurous Emotional Celebrity Females 5 4 8 18 7 42 48 28 16 8 22 20 0 Numbers 3 16 19 21 11 9 9 2 27 25 25 7 12 8 1 Ad/ Themes 11 Humorous 12 Informative 29 Adventurous 8 Emotional 1 Celebrity Endorsed 25 Others Male 5 4 23 12 3 19 9 3 21 28 26 23 15 1 3 20 29 18 16 22 6 2 14 17 35 21 21 11 1 11 4 8 11 22 35

Endorsed Others (42 6

didnt Ans)

42 females and 35 males didnt answer Others

In form a tive

5 0 4 0 3 0 2 0 1 0 0 18

48 42 25 25 12 7 8 29 12 25

Ad ven turous

16 6 5

22 20

21 19 119 9

Em otio n al

8 0 4

8 1

C elebrity En d orsed

1
Oth ers

35

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

Mean Females Humorous Informative Adventurous Emotional Celebrity Endorsed Others 1.08 1.04 2.94 3.02 2.31 3.91 4.13 Males 3.31 3.30 2.78 3.20 2.61

Median Females 3 3 2 4 5 Males 3 3 3 3 3

Mode Females 4 2 1 5 5 Males 5 3 2 4 3

36

H u m orous

5 4 3 2 3.02 2.94

5 4.13 3.91 3 3 2 1.08 1 2 1 4 4

5 5

In form a tive

Ad ven tur ous

2.31

Em otion al

1 0 Mea n Med ia n

0 Mode

C elebrity En d orsed Oth ers

Figure 4.7 Mean, Median and Mode of Advertisement Medium Ratings-Females

H u m or ous

5 4 3 2 1.04 1 0 Mea n Med ia n 1 3.31 3.3 3.2 2.78 2.61

5 4 3 3 3 3 3 3 2 1
C elebr ity En d orsed In form a tive

Ad ven tur ous

Em otion al

Mode

Oth ers

Figure 4.2.4 Mean, Median and Mode of Advertisement Medium Responses- Males

37

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 in nature 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 arent 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 endorsedemotional-informative-humorous-adventurous-others and for male: Humorousemotional-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.

38

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

Numbers(Females) Answers Yes No Maybe 47 14 28

Numbers(Males) 52 27 11

Table No: 4.5 Response Count on Question no 3

Ques tion No 3-F em ales

28, 31% 47, 53% 14, 16%

Yes No Maybe

39

Figure 4.8 Question 3-Females Ques tion No 3 -Males

11, 12% Yes 27, 30% No 52, 58% Maybe

Figure 4.9 Question 3-Males

Table No 4.6: Mean Median and Mode of Question no 3 Question no 3 Mean Median Mode Females 1.78 1 1 Males 2.45 3 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

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 4Females Numbers Answers Extremely A lot Somewhat No Not at all Females 28 25 31 6 0 Numbers Males 5 20 53 11 1

41

Figure 4.10 Question No 4- Females

QuestionNo 4-Males
5, 6% 11, 12 %

Ex tremely 20, 22% A Lot Somewhat

53, 60%

No

Figure 4.11 Question No 4- Males

Table No: 4.8 Mean, Median and Mode of Question No 4 Question no 4 Mean Median Mode Females 2.177 2 3 Males 2.811 3 3

42

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

43

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 Yes No Sometimes Numbers Females 51 4 35 Numbers Males 26 20 44

Question No 5: Females

Yes 35, 39% 51, 57% No Sometimes

4, 4%

Figure 4.12 Question 5- Females

Question 5-Males

26, 29% 44, 49%

Yes No Sometimes

20, 22%

Table No: 4.10 Mean, Median and Mode of Question no 5

44

Question no 5 Mean Median Mode

Females 1.82 1 1

Males 2.2 2 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 females 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:

45

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 Numbers Answers Mostly Often Rarely Never Females 34 45 10 1 Numbers Males 6 35 42 7

Question 6- Females
10, 11% 1, 1% Mostly 34, 38% 45, 50% Often Rarely Never

Figure 4.14 Question 6- Females

Question6- Males
4.15 Question Males
42, 46% 7, 8% 6, 7% Mostly Often 35, 39% Rarely Never

Figure 6-

Table No: 4.12 Mean, median and mode of responses of question no 6 Question no 6 Mean Median Mode Females 1.75 2 2 Males 2.55 3 3
46

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 decision was 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

47

Response Number 0 1 2 3 4 5 6 7 8

Number of time this response is received (Females) 4 1 7 8 18 31 15 5 1

Number of time this response is received (Males) 7 4 7 20 21 15 9 6 1

Figure 4.16 Question No 7- Response Count

Table No 4.14: Mean, Median and Mode of Question No 7 Question no 7 Mean Median Mode Females 4.45 5 5 Males 3.78 4 4

48

In the first question, which was regarding brands recalled from five specific colors, it was 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

Response Number

Number of time this response is received(Females) 0 1 3 3 9 9 16 16 17 10 6

Number of time this response is received (Males) 0 1 4 7 8 25 16 15 6 7 1

0 1 2 3 4 5 6 7 8 9 10

49

Table Number 4.16: Mean, Median and Mode of question No 8 Question 8 (Females) 6.56 7 8 Question 8 (Males) 5.65 5.5 5

Mean Median Mode

Figure 4.17 Response count of question no 8

30 25 20 15 10 5 0 10 9 8 7 6 5 4 3 2 1 6 1 10 7 17 16 16 15 16 9 6 98 3 7 34 11 25

In
Fem ales Males

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

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

Number of time this response is Response Number received(Females)

Number of time this response is received(Males ) 0 0 0 2 2 5 11 9 8 9 11 6 8 2 5 5 7

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

1 0 0 0 0 1 4 3 3 10 5 10 8 9 10 11 15

51

16 14 12 10 8 6 4 2 0

15

11 10 9 88 7 6 5 5 10

11 10 9 8 9

11

Fem ales Males

5 4 3 2 3

2 1 0

2 1 0 3 00 00 2 1 0 0

16 15 14 13 12 11 10 9

Figure 4.9.1- Response Count of Question No 9 Table Number 4.18: Mean, Median and Mode of Question No 9

Female Mean Median Mode

Question 9 (Females) 12.02 12.5 16

Question 9 (Males) 9.74 9.5 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
52

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 advertisements give 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.

53

CHAPTER 5 FINDINGS

54

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 an inert 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 its 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.

55

CHAPTER 6 CONCLUSION

56

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 target females as their brand recall was also proved to be better so this obviously means that they are more prone to spread the products 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
57

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 [ ] Student [ ] Self-employed [ ] Housewife

Occupation: [ ] Service [ ] 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 ________ ________ ________ ________ ________
58

Others

________

Q3) Do you think that advertisements give a true picture of products/services being marketed? [ ] 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
59

_____________________

Good Food, Good Life

_____________________ _____________________ ____________________ _____________________ _____________________ _____________________ _____________________

Take Care Life cant Wait Its not Just a Cream, its a Fairness Treatment "Because Im worth it" The Best a Man Can Get. Worlds 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 ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________

60

REFRENCES:
1. Bauer, Raymond A. and Stephen A. Greyser (1968). Advertising in American: The Consumer View, Boston, MA: Harvard University. 2. Belch M.A. and Willis, L.A. (2002). Family decision at the turn of the century: 111-24. 3. Block LG, Morwitz VG. (1999). Shopping lists as an external memory aid for grocery shopping: influences on list writing and list fulfillment. Journal of Consumer Psychology, Vol. 8, No. 4, pp. 343375. 4. Cobb CJ, Hoyer WD. (1986). Planned versus impulse purchase behavior. Journal of Retailing, Vol. 92, No. 4, pp.384409 5. Cooper, J., & Fazio, R. H. (1984). A new look at dissonance theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (pp. 229 262). Hillsdale, NJ: Erlbaum. 6. Dittmar, H. (1989). Gender identity-related meanings of personal has the changing structure of households impacted the family decision-making process?. Journal of Consumer Behavior, Vol. 2 No. 2, pp.

possessions. British Journal of Social Psychology , 28, 159171. (1991). Meanings of material possessions as reflections of identity. Journal of Social Behavior and Personality, Vol. 6,165186. 7. Freling and Forbes (2005). An empirical analysis of the brand personality effect http://www.emeraldinsight.com/10.1108/10610420510633350.
61

8. Furnham and Mac (1999). Portrayal of gender roles in television commercials http://www.emeraldinsight.com/10.1108/37602106834274432 9. Kotler Ph. (2004). Principles of Marketing. 3rd edition, Mc grew hill. 10. Morden A.R. 1991. Elements of Marketing. London: D.P. Publication Ltd. 11. Rajgopal (2006). Brand excellence: measuring the impact of advertising and brand personality on buying decisions http://www.emeraldinsight.com/10.1108/13683040610685793. 12. Russell, J. T., & Lane, W. R. (1996). Advertising procedure,13th edition, USA: Prentice Hall Inc 13. Shrimp, Terence A. (1981). "Attitude toward the Ad as a Mediator of Consumer Brand Choice", Journal of Advertising, Vol. 10, No. 2, pp. 9-15. 14. Shoham, A., and Maja Makovec Brencic, A. (2003). Consumer

Ethnocentrism, Attitudes, and Purchase Behavior: An Israeli Study, Journal of International Consumer Marketing, Vol.15, No.4, pp.67-84. 15. Solomon, M. (2004). Consumer Behavior: Buying, Having and, Being, 6th edition, FT prentice-Hall Upper Saddle River. 16. Wilkie, W. L. (1994). Consumer behavior, 3rd edition. USA: John Wiley & Sons, Inc. 17. Wolin, L. D., and Korgaonkar, P. (2003). "Web advertising: gender differences in beliefs, attitudes and behavior", Internet Research: Electronic Networking Applications and Policy, Vol. 13, No.5, pp. 375-385.

62

BIBLIOGRAPHY:
Name of the Author/Publisher Year of Publication 1. Kotler Philip Marketing Management 2. RSN Pillai Bhagavathi 3 C.R. Kothari Eighth Edition (1994) Name of the Books

Thirteenth Edition (2003) Second Edition (1990)

Modern Marketing Principle and Practices Research Methodology

Websites:http://www.wikipedia.org http://www.marutisuzuki.com http://www.google.com

63