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International Journal of Multidisciplinary Research

Vol.2 Issue 2, February 2012, ISSN 2231 5780

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A STUDY ON IMPACT OF VISUAL MEDIA ADVERTISEMENTS ON

WOMEN CONSUMERS BUYING BEHAVIOUR IN CHENNAI CITY

T. RAVIKUMAR*

*Assistant Professor,

ISSM, Chennai -97.

ABSTRACT

Advertising has been emerging great prominence as the potent tool on the marketing of goods

and services by both the industrial and non- industrialized nations. It is regarded more as an

investment than expenditure in the developing nations too. It has now been acknowledged as a

major business function in India. The attitude towards advertising has been ever changing at arapid pace with diversifications and dynamism. The advertiser, the agency, the media and the

consumers view advertising according to their desires, expectation and opportunities. Henceadvertising is no longer viewed as a secondary business activity, but has come to be accepted asa supportive service and a contributory input for diversified growth. The goals of advertising

have been changed, modified, adjusted and re-defined over the years in India. This article makes

on attempt to sudy about impact of visual media advertisements on women consumers buyingbehaviour in Chennai city in this LPG era.

______________________________________________________________________________

INTRODUCTION

Consumption is the soul and the purpose of all production. So peter ducker was apt in saying, it

is consumer who determines what the business is. A consumer is one who does some physicalactivities and deliberates to take decisions concerning purchase and to dispose off on to evaluate

products and services. Consumer is an individual who purchases products or services for his

own or his familys personal use.

Consumer behavior reflects the totality of consumers decisions with respect toacquisition, consumption and disposition of goods, services, time and idea by (human) decision

making units (over time). It also includes whether, why, when, where, how, how much and howoften and how long consumer will use or dispose of an offering. Consumer purchasing behavior

covers all activities and decisions which relate to choosing products, purchasing and post-

purchasing use.

The markets are consumer driven these days and the target of all marketing activities is

consumers. To understand the consumers, are not easy jobs as his behavior is mostly unique and

unpredictable. This has made the firms to step in to the shoes of the consumers to understandtheir selection and purchase of products and services from their point view. Marketers need to

identify the end users of product and services and frame marketing plans than considering the

wholesalers and retailers who actually are the intermediaries in the process of purchase.Marketers, therefore, should consider the consumers and then develop their plans of action. Here

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lies the essence of marketing. The consumer is king and all actions should start with this notice

in mind.

The consumers differ from each other by age, income, life style, character, sex etc and all

these influence their purchasing decisions. The consumer is not as trusting, loyal and malleablethan in the past. Having and preserving their independence and individuality is highly valued by

todays consumers, even more than being in conformity with social norms.

Veiko Jurisson professor in Audentes University in Estonia wrote in 2006 that Todays

developed countries consumers have no problems obtaining necessity products; there is overabundance of things. Therefore, more and more meaningful purchases.

Jurrison says that two principle processes have taken place in todays information based

society; globalization and individualization. Consumers significantly risen knowledge forces allproducers around the world to become more flexible in order to live up to consumers

expectation. Products dictatorship is being replaced with consumers pressure to diversify thechoices and make then as individual as possible.

The process of consumption has long been associated with sex and gender, thus, it comes nosurprise that consumer researchers often examine the effects of these variables on consumer

behavior. Men and women are different consumers. Paco Underhill who has researched retail

shopping over 20 years wrote in his book why we buy: The science of shopping, Men are lesspredictable than women. He says that, for example, men move faster between the shelves of

retail shop and as a rule they dont like to ask personnel for help. Underhill pointed out some of

research statistics: 65 % of men who try something on also buy it; only 25% of women do the

same. 86% of women look at products price tag dewing the purchasing process, whereas only

72% of men do that. Men are more easily influenced by salient displays and childrens requests

(men cant say no to children). From this, it is clear that men are emotional in purchase whilewomen are rational in it. Therefore, the present study has researched consumer behavior and

attitudinal preference of women towards advertisement.

Attitude is an important concept in research on marketing. Fishbone defined an attitude as alearned predisposition of human being. Based on this predisposition, an individual would

respond to an object (or an idea) or a number of things (or opinions). Kotler stated that an

attitude is a persons enduring favorable or unfavorable evaluations, emotional feelings andaction tendencies toward some object or idea. The relationships between attitude, intention andbehavior have been studied and confirmed in numerous studies.

Advertising is a measure of growth of civilization and an indication of the striving of thehuman race for betterment and perfection. The explicit function of advertising is to make the

potential audience aware of the existence of the product, service or idea which could help themfulfill their self needs and spell out the differential benefit in a competitive situation. It is also an

instrument for developing the basic motivations for creating resources for buying goods and

services or generating favorable conditions for the acceptance of an idea.

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STATEMENT OF THE PROBLEM

Advertising has been emerging great prominence as the potent tool on the marketing of

goods and services by both the industrial and non- industrialized nations. It is regarded more as

an investment than expenditure in the developing nations too. It has now been acknowledged as amajor business function in India. The attitude towards advertising has been ever changing at a

rapid pace with diversifications and dynamism. The advertiser, the agency, the media and theconsumers view advertising according to their desires, expectation and opportunities. Hence

advertising is no longer viewed as a secondary business activity, but has come to be accepted as

a supportive service and a contributory input for diversified growth. The goals of advertising

have been changed, modified, adjusted and re-defined over the years in India.

Now a day, the economic, social, cultural, political and business environments of the

country has tremendously changed and these changes have brought about a significant change inthe attitude of the people towards advertising. Advertising is being used not only for economic

and business gains but also for political, social, cultural, religious and governmental motives and

objectives. The parameters for judging advertising have witnessed a sharp change in India andthe quality and performance of advertising agencies in our country have also improved.

Gradually, advertising has been maturing itself as a profession in the country. This has

influenced significantly the psychology, sociology and economics of the advertiser, the agencyand the media. Thus, advertising in India, which was considered as an unnecessary evil during

the 1960s, had become a necessary evil by 1980s and is now being viewed as an absolute

necessary.

In India, growth of advertising industry is phenomenal. In 1974, the amount spent in India

for advertising was as low as Rs. 75 crore. In 1990, it jumped to Rs. 1504 crore and in 2003, it

reached the height of Rs.15000 crore, which indicates the increased relevance of advertising inIndian economy.

Advertising in India has been gaining sophistication during recent years. Besides, there

has been a considerable increase in sales promotion activities of incentive merchandising

schemes which have increased considerably in the last decade. Most of these were naturally forlow prices mass consumer non- durables such as Soaps, toiletries, tooth pastes, herbal products,

curry powders, confectionaries, cigarettes etc. Readymade garments, ready to eat items, two

wheelers television sets, washing machines, mixies, fridges, fans, ovens have also become as

popular in India consequent upon the emergence of T.V as a powerful media of advertising.

From a scenario in the seventies where options were limited and the print medium was

the single most dominant medium, there has been a sudden proliferation of options in 1980swith T.V. overriding all other media in the country. In 1984, press constituted the single largest

media of advertising which accounted for 77 percent of the total media in the country while the

relative shares of T.V, outdoor media, radio and cinema represented 7 percent, 6 percent, 5percent and 4 percent respectively. But, by 1989, the relative shares of press, radio and cinema

has declined to 67 percent, 3 percent and 1 percent respectively. During the period, the relative

share of T.V, in Indian media, has showed a tremendous increase from 7 percent to 19 percentand the outdoor media to 10 percent of the total.

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The boom in electronic media commenced with the introduction of colour transmission

of television in 1984 to coincide with the Asian games hosted by India. Major developments like

the growth in Doordarshans network, Hindi films being legalized on the video circuit in 1987and the invasion of satellite TVs in to the Indian media scene since 1991 have spurred this boom.

Consequently, a dramatic increase in home entertainment options was seen in the Indian societyin general and in Tamilnadu particularly. Most of the people especially women used to spend a

substantial part of their leisure hours in front of Television. Moreover, there is a steady increase

in usage of internet due to information technology explosion by the end of 1990s. Consequentupon these factors, the lifestyles, paten of consumption, tastes and preference, purchasing

behavior etc. of an average Indian have also been undergoing a drastic change and are being

dictated at present by television programming advertisements and online (internet)

advertisements. Therefore, it is essential to study about impact of visual media advertisements onconsumer behavior and attitudinal preference of women.

OBJECTIVES OF THE STUDY

The objectives of this study include

1.To study about attitudes of women consumers in Chennai city towards visual

media advertisements.

2.To analyze impact of visual media advertisements on consumer buying behaviorof women in Chennai city.

3. To study about consumer preferences of women in Chennai city

REVIEW OF LITERATURE

In the marketing context , the term consumer refers not only to the act of purchase itself ,

but also to patterns of aggregate buying which include prepurchase and post purchase activities. Prepurchase activity might consist of the growing awareness of a need or want, and a search

for and evaluation of information about the products and brands that might satisfy it. Post -

purchase activities include the evaluation of the purchased item in use and reduction of anyanxiety which accompanies the purchase of expensive and infrequently bought items. Each of

these has implications for purchase and repurchase and they are amenable in differing degrees to

market influence.

Engel, et al define consumer behavior as those acts of individuals directly involved in

obtaining, using and disposing of economic goods and services, including the decision processesthat precede and determine these acts.

This section of this study reviews available review of literature on consumer behaviorand impact of visual media advertisements to find the research gap.

In this chapter, a detailed literature survey on consumer behavior is presented by

classifying consumer behavioral patterns under five heads;

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* Consumer preferences

* Consumer attitude

Further, literature survey on advertisement is reviewed classifying those under fourheads;

* Advertisements

* Visual media advertisements

CONSUMER PREFERENCE: CONCEPT AND IMPORTANCE

Consumer preferences are defined as the subjective (individual) tastes, as measured byutility, of various bundles of goods. They permit the consumer to rank these bundles of goods

according to the levels of utility they give the consumer. Preferences are independent of income

and prices. Ability to purchase goods does not determine a consumers likes or dislikes. One canhave a preference for Porsches over Fords but only have the financial means to drive a Ford.

Consumer preference is used primarily to mean an option that has the greatest anticipated

value among a number of options. This is an economic definition and doesnt tap in to wishes or

dreams, but for all practical purposes is an appropriate definition. Preference and acceptance can

in certain circumstances mean the same thing, but, it is useful to keep the distinction in mindwith preference tending to indicate choices among neutral or more valued options while

acceptance indicating a willingness to tolerate the status quo or some less desirable option.

Therefore, to design and evaluate new product or service strategies, managers require an

understanding of how consumer form preferences and how they will behave if a new product orservice is launched. Accurate predictions on consumer response coupled with models ofproduction costs, tax rates, cash flow and product line considerations can lead to more successful

products and can reduce the risk of failure.

CONSUMER ATTITUDE

In general, attitudes are mental states used by individuals to structure the way they

perceive their environment and guide the way they respond it. As it is known from theory of

Reasoned Action and theory of planned Behavior, attitudes have a considerable impact onbehavior. A major influencing factor on attitude toward an advertisement is the general attitude

toward the advertising medium. Consumer attitudes consist of three components that is

cognition, affect and conation.

According to Fishbeins attitude theory, a stimulus, such as visual media advertisements

of a particular brand, has an effect on a Consumers belief system which in turn influences andleads to the consumer developing a specific attitude towards the advertised brand. The attitude

which a consumer has with regards to a brand has an impact on a consumers intention to

purchase the brand offering.

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Attitude towards advertising in general were expected to influence the success of any

particular advertising. It seemed reasonable to anticipate a persons predisposition to respondconsistently towards advertising in general, either favorable or unfavorable, world mediate the

effectiveness of any given ad. Interest in the attitudes towards advertising in general construct

gained momentum as researchers showed it was an important underlying determinant of attitudetowards the ad.

An advertisement affects advertising effectiveness since it was found to be an important

antecedent of brand attitudes. Over the years, researchers have tried to measure attitudes towards

advertising among adult consumersand among student samplesand these attitudes have been the

focus of comparisons on a cross- cultural basis. Until the early 1960s, studies measured generaladvertising attitudes as an overall favorability or unfavorability factor. Bauer and Greyser

suggested advertising had important economic and social effects, and developed a set of belief

items related to positive and negative outcomes of advertising in these specific areas. Other

researchers expanded the belief inventory to include perceptions related to other aspects sexual

content and use of women, ethics, deception and falsehood.

During 1990s, thought listings in reaction the word advertising were categorized in toareas such as function , affective response , practice , industry and user related , to measure

attitudes towards adverting in general. Mihal used customized rating scales to measure attitudesspecifically towards television advertising.

ADVERTISING

Advertising is an important marketing communication strategy, in marketing mix. It is an

external stimulus that arouses dormant needs. It results in inner tension among prospectivebuyers. Ultimately, It leads to different stages of decision-making process namely identification

of alternatives, evaluation of alternatives, purchase behavior. Generally speaking, advertisingfills consumer information gap. But the specific meaning attributed to advertising should beviewed from different angles.

According to David Ogilvy, who popularized the concept of Brand Image in 1953 andpromoted world-renowned advertising agency O&M (Ogilvy &Mather), every ad should be

thought of as a contribution to the brand image. In this sense, advertising is basically a brand

exercise.

From the communication point of view, advertising is the art of moving an idea from one

mans head into the head of another. The single crucial reason that advertising does not work is

that in specific instances the information it conveys never reaches the consumer at all, or isjudged by the consumer to be redundant, meaningless or irrelevant. In fact, advertising is

communication that provides generally useful, relevant and pertinent information upon which theconsumer either acts immediately or stores for later reference, application and use.

Form the viewpoint of sending and receiving message, advertising is a fraction of theincoming messages that the individual receives. Advertising messages seek to attract our

attention and to convert our allegiance to products, services and institutions, in competition both

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with message that have nothing to do with them and with message about them from other non

advertising sources, frequently more credible than advertising.

When compared to other communication mixes, advertising is a much cheaper way to

reach target consumer since it uses mass media. Advertising can use complex visual andemotional devices to increase the persuasiveness of the message. The relevance of advertising is

that it is the most effective way for reaching mass audience, creating awareness and buildingpreferences.

In general, advertising has two objectives namely, Behavioral or action objective andsales objective. From the behavioral point of view, it is an important tool that influences the

buyer behavior of consumers. It is an accepted fact that all behavior starts with motivation. Ad

motivates people by arousing or stimulating their dormant needs. Ad can effectively arouse both

biogenic and psychogenic needs. An intellectually planned ad can be the door opener in thedecision-making process in buying.

An article titled To succeed in advertising, believe the hype highlights the impact of

advertising. It reads Advertising can create awareness. Brand awareness alone works in 3

important ways:1) It creates the possibility of purchase 2) It helps people see a brand in the store

3) It biases people in favor of the known brand advertising can create a model people wish toidentify with and imitate. Advertising can communicate new information. Advertising can

suggest, and humans are suggestible being (Thomas, 1996).

There are a set of opponents who hold that advertising is a pack of lies and a

manipulation. They even go further and say that it can persuade people to buy inferior products.

The existence of this cynical view aroused the interest of researcher in knowing how ads workand whether all ads work? It is an accepted fact that all ads do not work in the some direction and

are not equally effective. Then, the motivation turns to probe the reasons for the success of someads based on the psychology of advertising. Aaker et.al (1997) quotes that the competentadvertising man must understand psychology. The move he knows about it, the better. He must

learn that certain effects lead to certain reactions, and use that knowledge to increase results and

avoid mistakes.

Of course, various factors contribute in different dimensions to the success of an

advertisement. The basic principles in successful advertising are: Developing a central sales idea;having a central sales idea, give it news; having a central sales idea, make it swing. But,

according to Devoe (1956), it was through the interpretation of make it swing that creative

ability comes to its full flow in advertising. People could develop central theme, they could give

it news, but only an expert, only a skilled man , only a master could make it swing.

In Jerome D. Scotts (1943) opinion the effects on advertising outlays upon profit andliquidity are important considerations in setting outer limits for advertising. He also describes

that normally a time lag occurs between advertising outlay and sale results. In his opinion the

firms resources set a real limit on advertising outlay.

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Analyzing the maximum extent up to which a firm can spend on advertising. Joel Dean

(1951) observes that the advertising expenditures for each product should be pushed to the pointwhere the additional outlay equals the profit from the sales caused by the outlay.

Martin Mayer (1958) puts forward three basic concepts with regard to a goodadvertisement: in his opinion, an advertisement must basically be a believable one. Simple

techniques, such as the use of pictures or diagrams also increase the believability of theadvertisement. Repetition is another key concept in the case of advertising. He suggests that it is

better to have a long series of small advertisements than one extremely large advertisement as

these act as memory ticklers among the consumers. The third concept put forward by him is the

concept of the impression of message. In his opinion, messages should be clear, complete andattractive.

In Roose Reeves (1967)opinions, all products are not equally advertsable. They are of theview that there are five factors, viz, the Primary demand, buying motives, hidden qualities,

differential advantage and money in every marketing situation, which must be analyzed carefully

to determine the advertiseability of a product.

In C.B. Mamoria and R.L. Joshi (1968) state an effective advertisement should be done

strictly in the language of the customer and it should be inserted at the right time in the rightplace and also in the right media. Moreover the advertisement should be communicated to the

people on whom it is aimed.

VISUAL MEDIA ADVERTISING

Visual media advertising is defined as paid non personal communication, from an

identified sponsor, using visual media like television, cinema trailer, internet etc., about

organization, product, service or idea, intended to persuade the audiences or spectators topurchase or take some action upon products , ideas or services.

Television, as we know it, is broadcast to a large section of the public. As such, it isgenerally described and thought of a one-way, passive medium. According to Freed (2000), this

very passivity was at the core of the advertising strategy of television networks.

Producers of early television programs relied on this passivity to sell advertising. They

knew that once the family had tuned in a channel and settled back on the comfortable sofa, theywere likely to stay watching that channel all evening. There was no remote control yet, no

channel surfing. Another point worth noting is that the role of television as an information

medium has not declined significantly after the acceleration of Internet use.

According to the Benton Foundation (2000): Despite the current frenzy surrounding new

media, TV is still the most watched and most trusted source of information in the US. Ninety-

three percent of Americans watch a network television program in the course of a week, and 69percent of Americans say TV is the most trusted source of information.

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Interactive digital television can be seen as the product of the convergence of computer

communications and broadcast technology. Torris et al. (2000) define interactive digitaltelevision as relying on three main elements:

1) A combined set-top box that delivers digital broadcasts, pay TV and interactivity

2) Interactive services carried in the broadcast signal

3) An interactive return channel through phones or cable wires.

The interactivity element is expected not only to change the face of the technology but to

foster a radical shift in viewing habits, transforming the couch-potato viewers of yesterday infull participants, totally in charge of their viewing experience.

The advent of remote controls, fragmentation of TV channels and increase in the size andnumber of ad slots has resulted in viewers increasingly paying even less attention to the

commercials. Consequently, effective media placement decisions are becoming more importantthan ever before.

The internet provides the means for interaction between buyers and sellers to such adegree that some have suggested this is the defining characteristic of the internet. This

interaction can be human-machine, machine-machine, and human message, among others.

Interactive Communication refers to, for example, human-message interaction where the

user relates to and, in some cases, modifies the message with which he/she is interacting.Clicking on a banner ad represents a low level of interaction of this nature while choosing an

ending among many for an online movie represents a higher level of interactive communication

with a message.

There are dramatic changes in the use of internet advertising formats. For example,

banner ads gradually declined from 56 percent in 1998 to 21 percent in 2003. Sponsorshipsobserved a similar decrease from 33 percent in 1998 to 10 percent in 2003. On the other hand,

rich media gained from 2 percent in 2002 to 8 percent in 2003, and the greatest rise is for

keyword search, from 1 percent in 2002 to 35 percent in 2003, becoming the leading format ofinternet advertising.

RESEARCH METHODOLOGY

This study involves an examination of impact of visual media advertisements on women

consumers buying behavior and on their attitude towards visual media advertisements. Theprimary data for the study was collected through well structured questionnaire from women in

Chennai city. The sample size was 576. Data collected was analysed using SPSS 17 version.

Various statistical tools like mean, standard deviation, one way ANOVA, t test and factoranalysis were employed.

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DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF DEMOGRAPHIC CHARACTERISTICS OF WOMEN CONSUMERS

The demographic characteristics of the sample women reveal certain features which aresummarised in coming paragraphs.

TABLE1:DEMOGRAPHIC VARIABLES OF THE RESPONDENTS

No Particulars

No. Of Respondents

Percentages

I AGE

Up to 18 yrs 31 5.4

19 yrs to 40 yrs 347 60.2

41 yrs to 60 yrs 188 32.6

More than 60 yrs 10 1.7

Total 576 100

II OCCUPATION

Government employees 98 17

Private sector employees 286 49.7

Self employed 47 8.2

Professionals 89 15.5

House makers 56 9.7

Total 576 100

III EDUCATION

Up to HSC 50 8.7

UG 235 40.8

PG 237 41.1

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Professionals 54 9.4

Total 576 100

IV MONTHLY INCOME

Up to Rs 10000 279 48.4

Rs 10001 to Rs 20000 167 29.0

Rs 20001 to Rs 30000 48 8.3

Rs 30001 to Rs 50000 53 9.2

More than 50000 29 5.1

Total 576 100

V MARITAL STATUS

Married 395 68.6

Unmarried 181 31.4

Total 576 100

Source: Primary data

Important demographic characteristics of the sample women are presented below.

1. With regard to the age group, 60.2% of the women belong to the age group of 19 yrs to 40 yrs.2. About 49.7% of the respondents are working in private sector. Further, 17% of the respondents

work in government sector.

3. Sample population reveals that 41.1% (237) of the women have completed their post graduationand 40.8% (235) of the women have completed under graduation. It indicates that there is a sharp

increase in female literacy in India. It is also an indicator of increased rate of higher educationamong Indian female.

4. Women with monthly income up to Rs 20000 constitute 77.4% of the sample and those withabove Rs 20000 constitute 22.6%.

5. The study shows that 68.6% of the women are married and the rest (31.4%) are unmarried.

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ANALYSIS OF WOMEN CONSUMERS PREFERENCES

Consumer preferences of the sample with regard to television programmes, satellite

channels, advertisements and visual media advertisements have been presented below:

TABLE2: CONSUMER PREFERENCES OF THE RESPONDENTS

No Particulars No. of Respondents Percentages

I DO YOU WATCH T.V. PROGRAMMMES REGULARLY?

Yes 511 88.7

No 65 11.3

Total 576 100

II THE MOST PREFERRED TIMING OF WATCHING T.V

06.00 AM to 10.00 AM 10 1.7

10.01 AM to 05.00 PM 18 3.1

05.01 PM to 07.00 PM 104 18.1

07.01 PM to 11.00 PM 373 64.8

11.01 PM to O5.59 AM 6 1.0

Total 511 100

III THE MOST PREFERRED T.V. PROGRAMME

Movie and its related

programmes

75 13.0

Mega serials 152 26.4

Sports and Games 41 7.1

News 70 12.2

Songs 209 36.3

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Others 29 5.0

Total 576 100

IV THE MOST PREFERRED TAMIL SATELLITE CHANNEL

Podhigai 9 1.6

Sun T.V. 268 46.5

Kalaingar T.V. 27 4.7

Jaya T.V. 5 0.9

Star Vijay 182 31.6

Raj T.V. 27 4.7

Others 58 10.1

Total 576 100

V THE MOST PREFERRED NON -TAMIL SATELLITE CHANNEL

Asianet 19 3.3

Gemini 111 19.3

Zee 92 16.0

Discovery 234 40.6

Pogo 49 8.5

Others 71 12.3

Total 576 100

VI THE MOST PREFERRED NEWS CHANNEL

Sun News 234 40.6

Kalaignar News 47 8.2

NDTV 103 17.9

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Times Now 75 13.0

CNNIBN 28 4.9

BBC 51 8.9

Headlines Today 28 4.9

Others 10 1.7

Total 576 100

VII THE MOST PREFERRED SPORTS CHANNEL

DD Sports 69 12.0

Star sports 209 36.3

ESPN 66 11.5

Neo sports 39 6.8

Ten sports 169 29.3

Others 24 4.2

Total 576 100

VIII DO YOU WATCH MOVIES IN THEATERS

Yes 490 85.1

No 86 14.9

Total 576 100

IX FREQUENCY OF WATCHING MOVIES IN THEATERS

Frequently 39 6.8

Weekly 5 0.9

Monthly 77 13.4

Occasionally 372 64.6

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Total 493 100

X DO YOU USE INTERNET

Yes 416 72.2

No 160 27.8

Total 576 100

XI FREQUENCY OF USE OF INTERNET

Frequently 57 9.9

Daily 121 21.0

Weekly 120 20.8

Monthly 38 6.6

Occasionally 80 13.9

Total 576 100

XII DO YOU WATCH ADVERTISEMENTS

Yes 468 81.3

No 108 18.7

Total 576 100

XIII THE MOST PREFERRED MEDIUM OF AD

Print media 79 13.7

Radio 5 0.9

Visual media 492 85.4

Total 576 100

XIV THE MOST PREFERRED VISUAL MEDIA ADS

T.V. Ads 467 81.1

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Movie Ads 57 9.9

Internet Ads 52 9.0

Total 576 100

XV THE MOST PREFERRED KIND OF VISUAL MEDIA ADS

Related to durable goods 128 22.2

Related to cosmetics 189 32.8

Related to FMCGs 28 4.9

Related to health care goods 118 20.5

Related to financial services 15 2.6

Related to investment andinsurance

24 4.2

Related to automobiles 21 3.6

Related to luxurious goods 42 7.3

Others 11 1.9

Total 576 100

XVI FEATURE OF VISUAL AD THAT ATTRACTS THE VIEWERS

Picturization 181 31.4

Innovative ideas used 194 33.7

Celebrity 115 20.0

Exhibition of productfeatures

77 13.4

Others 9 1.6

Total 576 100


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The consumer preferences of the sample women show certain distinct features which are listed

below

1. The study shows that 88.7% of women watch television programmes regularly. Only 11.3% ofthe women do not watch television programmes regularly, but, they may watch televisionprogrammes occasionally or when they find time. It indicates that watching television

programmes have become part of daily life for most of the women. It is also indicator ofpenetration of Television in to day to day life of the sample women.

2. 07.01 PM to 11.00 PM is the most preferred time of watching television programme for thesample women (64.8%), followed by 05.01 PM to 07.00 PM (18.1%).

3. Nearly, half of the sample women (49.3%) prefer to watch movie, movie related programmesand songs. It is interesting to note that 26.4% of the sample women prefer to watch mega serials.

4. Among the most preferred regional (Tamil) satellite channel, Sun television dominates (46.5%)among the sample women followed by Star Vijay (31.6%).

5. As far as the most preferred non-Tamil satellite channel is concerned, 40.6% of the respondentsprefer to watch Discovery channel. Further, 19.3% of the women prefer to watch Gemini

Television (Telugu) and 16% of the women prefer to watch Zee Television (Hindi). It indicatesthat good number of Telugu origin and Hindi origin women are in Chennai. It strengthens the

researchers idea of taking women in Chennai city as sample for this study to represent the

population.

6. The study reveals that, among the news satellite channels, the most preferred news satelliteChannel is Sun news (40.6%) which is broadcasted in Tamil. 49.6% of the respondents watch

English news channels namely NDTV (17.9%), Times Now (13%), BBC (8.9%), CNN-IBN(4.9%) and Headlines Today (4.9%).

7. The study shows that the most preferred sports satellite channel is Star Sports (36.3%) followedby Ten Sports (29.3%) and DD Sports (12%). Here, it is worth to be mentioned that Star Sports

and Ten Sports share first and second places respectively among the most preferred sportssatellite channel as it seems that those channels used to telecast more cricket events.

8. The sample population indicates that 85.1% of the respondents watch movies in cinema theatresand the rest (14.9%) do not watch movies in cinema theatres.

9. More interestingly, 64.6% of the respondents watch the movies in cinema theatres occasionallyonly, not weekly or monthly. It may be the reason for the downturn of film industry in India in

general and in Tamilnadu in particular.

10.The study indicates that 72.2% of the respondents use internet and the rest (27.8%) do not useinternet.

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11.Based on sample data, it is clear that 21% of the respondents use internet on daily basis. Further,20.8% of the respondents use internet on weekly basis.

12.About 81.3% (468) of the respondents are used to watch advertisements shown in television,cinema theatres and internet.

13.The dominant sample population (85.4%) indicates that visual media advertisement is the mostpreferred medium of advertisement.

14.As far as kind of visual media advertisement is concerned, visual media advertisements related tocosmetics (32.8%) is more preferred by the respondents. It is quite obvious that women are more

inclined towards cosmetics.

15.The sample specifies that innovative ideas used in visual media advertisements attract themmostly (33.7%). 31.4% of the respondents indicate that picturization of the advertisement attractthem mostly.

ANALYSIS OF DIFFERENCES IN WOMEN CONSUMERS ATTITUDE TOWARDSVISUAL MEDIA ADVERTISEMENTS BASED ON DEMOGRAPHIC VARIABLES

TABLE3: AGE AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL

MEDIA ADVERTISEMENTS

Age Mean Value F value P Value Result

Up to 18 yrs 67.3806

9.245 .000 Significant

19 yrs to 40 yrs 67.9493

41 yrs to 60 yrs 65.6255

More than 60 yrs 78.4000


*At 1% level of significance **At 5% level of significance

The table reveals that there is a significant difference between age and attitude of women

consumers attitude towards visual media advertisements. Mean scores keep on increasing

positively with the advancement of age, but, mean score decreases in the age group of 41 yrs to60 yrs. This result of ANOVA is supported by the study conducted by Haghirian, Parissa and

Madlberger, Maria (2007) on Consumer attitude toward advertising via mobile devices an

empirical investigation among Austrian users. Haghirian, Parissa and Madlberger, Maria

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concluded that younger consumers value advertising messages via mobile devices to a higher

extent than older consumers and also show a more positive attitude toward them.

TABLE4:OCCUPATION AND WOMEN CONSUMERS ATTITUDE TOWARDS

VISUAL MEDIA ADVERTISEMENTS

Occupation Mean Value F value P Value Result

Governmentemployees

66.3592


Private sector

employees

67.8797

Self-employed 69.0383

Professionals 65.1146

House makers 68.4286



The table shows that there is significant difference between occupation and women

consumers attitude towards visual media advertisement. There is the highest difference(69.0383) in attitude level towards visual media advertisements among self employed women.

Professional women have lower level of attitude (65.1146) towards visual media advertisements.

TABLE5: MONTHLY INCOME AND WOMEN CONSUMERS ATTITUDE

TOWARDS VISUAL MEDIA ADVERTISEMENTS

MONTHLY

INCOME

Mean Value F value P Value Result

Up to Rs 10000 68.7599


Rs 10001 to Rs

20000

65.8731

Rs 20001 to Rs

30000

66.8167

Rs 30001 to Rs

50000

64.4528

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More than Rs 50000 68.3034



ANOVA table shows that based on the monthly income, women consumers attitudetowards visual media advertisements differs. When monthly income is up to Rs 10000 and more

than Rs 50000, women have higher positive attitude (Mean scores: 68.7599 and 68.3034)towards visual media advertisements. When the monthly income is between Rs 10001 to Rs

50000, women have positive, but, moderate attitude towards visual media advertisements as

compared to the women earning the monthly income of up to Rs 10000 and more than Rs 50000.

This result is contradicted by Shavitt, Lowrey and Haefner, (1998). According to Shavitt,Lowrey and Haefner, (1998) Persons with less education and lower income generally report a

more favourable attitude toward advertising in general.

TABLE6:EDUCATION AND WOMEN CONSUMERS ATTITUDE TOWARDS


EDUCATION Mean Value F value P Value Result

Up to +2 66.8000

1.101 .324

Not SignificantUG 67.9353

PG 66.9063

Professionalqualification

67.1704



The above ANOVA analysis indicates that education of the women does not play anysignificant role in forming attitude towards visual media advertisement. Ozhan (2004) report that

as educational level increases, the level of negative attitude towards mobile phones increases

also. These findings are supported by Sarker and Wells (2003) who consider economic

conditions as an influencing factor on adoption and usage of mobile phones (Sarker and Wells,

2003). Therefore, it is concluded that the respondents with a higher level of education show amore negative attitude towards visual media advertising and perceive a lower value.

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TABLE7:MARITAL STATUS AND WOMEN CONSUMERS ATTITUDE TOWARDS


Marital status Mean value F value t value P value Result

Married 66.9043 .317 -2.492 .573 Not significant

Unmarried 68.2961



Students t analysis indicates that womens consumer buying behaviour do not differ

based on attitude of the women consumers attitude towards visual media advertisement.Unmarried women consumers have attitude towards visual media advertisements (68.2961) than

married women consumers (66.9043).

RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING BEHAVIOUR AND

OTHER VARIABLES

HYPOTHESIS

Ho: There is no significant relationship between women consumers buying behavior and othervariables

H1: There is significant relationship between women consumers buying behavior and other

variables

In this part of the analysis women consumers buying behavior and other variables areentered in step wise regression analysis. The independent variables are advertising value and

women consumers attitude towards visual media advertisements and the dependent variable is

women consumers buying behavior.

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TABLE8 RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING

BEHAVIOUR AND OTHER VARIABLES

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .117a .014 .008 6.56268

a. Predictors: (Constant), advertising value, women consumers attitude towards visual media

advertisements.

The above table shows the model summary for the R, R2, adjusted R2 and standard errorof the estimate. The R2 value indicates the percent of variance in the criterion (dependent

variable) that is accounted for by the linear combination of predictor (independent) variables.

Model 1 has R2 value of .014 which indicates the variance accounted for by the linear

combination of advertising value and women consumers attitude towards visual mediaadvertisements.



b. Dependent Variable: women consumers buying behavior

ANOVAb

Model

Sum of

Squares Df Mean Square F Sig.

1 Regression 215.582 2 107.791 2.503 .083a

Residual 15633.955 363 43.069

Total 15849.537 365

a. Predictors: (Constant), advertising value, women consumer attitude towards visual mediaadvertisements.

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The above table shows that women consumers buying behavior has significantrelationship women consumers attitude towards visual media advertisements, but not with

advertising value. The F test for the model 1 is not statistically significant also. Hence, it canbe concluded that there is significant relationship between women consumers buying behaviorand women consumers attitude towards visual media advertisements and that there is a

relationship between women consumers buying behavior and advertising value, but, women

consumers buying behavior does not have significant relationship with advertising value.

CONCLUSION

In this study, respondents being women, it is found that women consumers attitude

towards visual media advertisements and women consumers buying behavior are directlyrelated with each other. Advertising value is closely related with women consumers attitude

towards visual media advertisements.



COEFFICIENTSa

Model

Un standardized

Coefficients

Standardized

Coefficients

T Sig.B Std. Error Beta

1 (Constant) 56.537 3.870 14.608 .000

Women consumer

attitude towards visual

media advertisements

-.112 .054 -.116 -2.079 .038

Advertising value .057 .038 .085 1.515 .131

a. Dependent Variable: women consumers buying behavior

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