consumer attitude towards web sites & internet advertising

Consumer Attitude Towards Web sites

&

Internet Advertising

RESEARCH STUDY

Atif Abbas

Atif Abbas Research Scholar www.atieph.tumblr.com

http://atieph.tumblr.com/

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan 3

Survey Methodology

Research Design

Universe of the Survey Commonwealth Executive Master of Business Administration (CEMBA) Department of Allama Iqbal Open University (AIOU) (Islamabad) and Study Centers in Rawalpindi and

Lahore {Pakistan}.

Unit of Analysis: Student of Master of Business Administration & Public Administration.

Time Dimension: Data was collected in the period of November 2010 – March 2011.

Characteristics of Interest: Opinion of students on web sites and Internet advertisements.

Mode of Observation: Survey

Population Size: Students of CEMBA program in Islamabad (Open University), Rawalpindi and Lahore Study Centers.

Sampling Unit: A student

Sample Design: Two-stage disproportionate stratified random probability sampling. The stratification plan consisted of Primary and Secondary Sampling Units.

Primary Sampling Unit (PSU) was semesters of CEMBA whereas Secondary Sampling Unit

(SSU) was students within each sample PSU to be selected using simple random sampling method.

Sample Size: 170

Response Rate: 96%

Data Collection

Technique used was Quantitative: Survey Collection Procedure: Questionnaire Method

Observation Tool: Questionnaire

The research work is based on a study, ‘Consumer response to Web sites and their influence on advertising effectiveness’ by Ronald E. Goldsmith and Barbara A. Lafferty.


Survey Demographics


Gender

Age Brackets


Education

Job Status


Semester of CEMBA/CEMPA


Internet and Traditional Media


For how long, you have been using Internet?

Overall Response and on Gender basis

Response on basis of Job Status


For what purpose, you use Internet?




How often you prefer Online shopping to visiting the bazaar?




Have you ever:

a) Provided Feedback (to Internet retailer)

b) Completed a Survey (for Internet retailer)

c) Communicated with other Users of a product/service




Classify time you spend (in a weekday) on the following in percentage:

a) Watching TV b) Listening Radio (over the air)

c) Reading printed Magazine d) Reading printed Newspaper

e) Internet


Classification of Hours per Weekday (%)


Classification of Hours per Weekday (%)


Classify time you spend (in a weekend day) on the following in percentage:

a) Watching TV b) Listening Radio (over the air)

c) Reading printed Magazine d) Reading printed Newspaper

e) Internet


Classification of Hours per Weekend day (%)


Classification of Hours per Weekend Day (%)


Which medium influences more when used for advertising?

Overall response and on Gender basis

Responses

Overall Male Female

Average Ranking Average Ranking Average Ranking

a. Internet / Web site 2.43 2 2.56 3 1.83 1

b. TV 1.78 1 1.74 1 1.93 2

c. Newspaper 2.55 3 2.48 2 2.86 3

d. Magazines 3.82 4 3.80 4 3.90 5

e. Radio 3.99 5 4.05 5 3.72 4

* In Graphical Mode highest column narrates medium preferred the most for advertisement.


Which medium influences more when used for advertising?

Responses on basis of Job Status

Student

Employed

Self-Employed

Average Ranking Average Ranking Average Ranking

a. Internet / Web site 2.13 2 2.50 2 2.80 3

b. TV 1.92 1 1.68 1 2.30 1

c. Newspaper 2.68 3 2.50 3 2.50 2

d. Magazines 3.68 4 3.89 4 3.60 4

e. Radio 3.82 5 4.07 5 3.70 5

* In Graphical Mode highest column narrates medium preferred the most for advertisement.


Information on Internet is in access of all.




Seeking information on Internet is convenient in comparison to other mediums.




Internet crimes – cause insecurity.




On Internet, one can privately look at the content one wants to.




Web sites – Ads and Brands


Design of a company’s web site plays major role in online sale.




Web Ads are more fascinating.




Web Ads allow access to information with just a click.




Web Ads can immediately develop interest in the product/service.




Pop-ups can increase awareness of the Ad.




How often you read banners on web pages, advertising a brand:




How often does it happen that you purchased product of a brand after watching

advertisement on the web (of that brand)?




In general, on visiting web site of brands, the experience:

a) Improve your view of the brand b) Detract from it c) Have no effect




On viewing Web Ad of the following brands:

1) Nestle 2) Nokia 3) Nike

the experience,

a) Improved your view of the brand b) Detracted from it c) Had no effect




Internet Advertising


Generally, when compared to other media, advertisements on Internet provide more

information.




In comparison to Ads on other media, conscious about taking steps because of privacy.




Ads on Internet cause irritation because of frequent intrusion.




Ads on Internet are usually muddled and difficult to read in comparison to ads on other

media.




Like on television or radio, Internet Ad doesn’t reach me - I have to stumble across it.



Commonwealth Executive Master of Business Administration and Public Administration (CEMBA/CEMPA) Programme is the outcome of collaboration between the Commonwealth of Learning (COL) and four open universities in South Asia: Allama Iqbal Open University (Pakistan), Bangladesh Open University, Indira Gandhi National Open University (India) and the Open University of Sri Lanka. Commonwealth of Learning (COL) is an intergovernmental organisation created by Commonwealth Heads of Government to encourage the development and sharing of open learning/distance education knowledge, resources and technologies. COL is helping developing nations improve access to quality education and training.

Courtesy: www.col.org

http://www.col.org/

consumer attitude towards web sites & internet advertising

Documents

islamabad open university

semesters of cemba

student of master

gender basis response

students of cemba program

overall response

consumer response

response rate