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RESEARCH REPORT

ON

“Impact of Advertising and Price on Consumer Buying Behavior”

Submitted To Kurukshetra University, Kurukshetra

In partial fulfillment for the Degree of

M.B.A

SESSION (2011-2013)

SUBMITTED TO: SUBMITTED BY:

Mrs. Nidhi Punj Manoj Kumar Raina

(Assistant Professor) MBA 4th Sem.

MBA Deptt Univ.R.No……….

SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES

BARWALA, PANCHKULA (HARYAN



TABLE OF CONTENTS

1



CERTIFICATE

i

Sr. NO. CONTENTS PAGE NO.

• Certificate

•Acknowledgement

• Preface

• Declaration

i

iiiii

iv

Chapter I • Introduction

• Introduction of the Topic

2-20

Chapter II REVIEW OF LITERATURE 21-24

Chapter III

RESEARCH METHODOLOGY

• Research design

• Data Collection Techniques

• Scope of the study

• Objectives of study

• Significance

• Limitation of the study

25-28

Chapter IV DATA ANALYSIS AND INTERPRETATION 29-51

Chapter V FINDINGS & SUGGESSTIONS 52-53

Chapter VI • CONCLUSION

• QUETIONAIRE

• REFERENCES

• BIBLIOGRAPHY

54-56

56-58

59-60

61



This is to certify that Manoj Kumar Raina has completed the project entitled “Impact

of Advertising and Price on Consumer Buying Behavior” under my supervision. To

the best of my knowledge, the report consists of result of the empirical study

conducted by the student. In my opinion, the work is of requisite standard expectedof an MBA student. Therefore, I recommend the same to be sent for evaluation.

Research Guide (Principal)

ACKNOWLEDGEMENTS

ii



To start any business the success entirely depends on the marketing research done

about the particular and the consumer attitude towards the product. Marketing

research plays a vital role in a business to make it success. We have tried to put our

best effort to complete this task on the basis of skill that we have achieved during our

studies in the institute. We have tried to put our maximum effort to get the accurate

statistical data. However we would appreciate if any mistakes are brought to us by

the reader.

D E C L A R A T I O N

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 Partialfulfillment for the “Master’s Degree in Business Administration” in the result of my

own work and is original. I have not submitted this project to any other university or

college for the award of any other degree.

Manoj Kumar Raina

v



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.

1



Introduction:

Advertising is a form of communication that typically attempts to persuade potential customers to

purchase or to consume more of a particular brand of product or service. Many advertisements are

designed to generate increased consumption of those products and services through the

creation and reinvention of the “brand image”. For these purpose, advertisements

sometimes embed their persuasive message with factual information. Every major medium is used

to deliver these messages, including television, billboard, newspaper, internet, carrier bags, radio

etc. Advertising is often placed by an advertising agency on behalf of a company or other

organization. Bauer and Greaser (1968) provide evidence that overall attitude

towards advertising and reasons why certain ads are considered informative, enjoyable, annoying or

offensive. Men and women have different tendencies of being affected by advertisements. This is

why companies do not know exactly that which customer group, men or women are easier to

influence through marketing campaigns. Therefore, the advertising budget is not spent accordingly

to come up with a precise promotional campaign needed. If targeting men is easier, then the

marketing should be done accordingly and if affecting women is easier, then the marketingcampaign should be tailor made in order to reach that customer segment in a more effective manner.

This shows that companies lack the awareness of whom to target through their promotional

campaigns. Whether females would be easier to effect through the advertisements or males,

this still hasn’t been proven according to the Indian market. This is the motivation behind

this study. The main purpose of this paper is to study the effects of advertisements on male vs. female

consumer buying behavior in Haryana .

3



Definitions of Important Terms Used in The Study:

Consumer Buying Behavior:

As the main objective of this study is to identify effects of advertisement on consumer buying

behavior, Consumer Buying Behavior is an important term we must clarify. Willkie (1994) defined

consumer buying behavior as “the mental, emotional, and physical activities that

people engage in when selecting, purchasing, using, and disposing of products and services so as to

satisfy needs and desires”. Consumer -buying behavior according to Kotler (2004,

p.601) is defined as “The buying behavior of consumers individuals and households who

buy goods and services for

Personal consumption.”

Brand Recall:

Brand Recall has been used as an important indication for identifying effects of advertisement on

both male and females. Brand Recall is the extent to which a brand comes to a consumer’s

mind when any specific product class is mentioned. In the market research, the term

“Unaided Brand Recall” is often used to find out the image of any particular brand. Commonly,

it is assumed that high level of Unaided Brand Recall is beneficial for that particular brand. In short,

Brand Recall is a qualitative measure which is used to identify how well a brand name is related with

a product class or type of products by asking questions to consumers of that product class. BrandRecall is frequently tested through interviews and surveys by asking respondents questions like

“Mention as many cars models as possible” or “can you clarify what Intel is?

4



Role of advertisement :Log In U

The role of advertisement changes unto what the organization wants them to do. There were times

that an organization wants them to do. There were times that organizations use the advertising to help

them survive from the impacts of economic trends. Still, the economists views that the advertising

plays a significant effect on the consumer behavior. And in a long process, the advertising can lead

the organization to competition. Based on the understanding regarding the advertising, the approach

rooted in the organizations search for the right answer on the effects of the competition.Consequently, the accepted basic role of the advertising is to provide the consumers with the right

amount of information regarding the product or services, which is related to the objective of the

competition and that is to deliver the consumer satisfaction. In this view, the level of advertising

affects the consumer who is the focus of the organization (Park, 1996). Based on the previous

studies regarding the consumer behaviors, there are three influential factors that affect the consumer

decision when buying. They are enumerated as external influences, internal influences and the

marketing influences in which the advertising, product promotion, and pricing technique are found.

Definitely, the marketing activity such as advertising affects both internal and external behavior

of the consumer. Most especially, the consumers perceptions are influence through the exposure

such as seeing an advertisement; attention which means that the consumer recognizes the

advertisement; awareness which is common if the advertisement involves some humor; and the

retention that keeps or stays in the mind of the consumer (Chen and Lee 2005). Advertisements

also affect the knowledge by giving information, attitude, personality, lifestyles of the consumers,

and the culture of the consumer. The concept of advertising makes it possible to involve the

consumers which greatly affect the buying decisions of the consumers (Tsai, Liang, and Liu,

2007).

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http://www.scribd.com/doc/45255802/login





Consumer Behavior and Advertising Management:

1. It stimulates demand. This stimulation is because of the availability of the product,

discounts offered if any and the expectation of the fulfillment of latent and aroused needs.

2. It supports other promotion mix elements. It does preselling and helps the sales promotion

and personal selling activities.

3. It counters competitive moves. By combining with other promotion elements it acts as a

competitive weapon. It differentiates the company’s offer from other products and builds a

brand personality and image of its own.

4. It develops brand preference. When the products deliver the desired quality, service and

value it creates a satisfied customer. With consistent advertising, the brand preference gets

reinforced. The satisfied customers spread a favorable word of mouth and are an asset to the

company.

5. It cuts cost by increasing sales, more units are produced and the cost of production comes

down (economies of scale). Even the selling costs are decreased because there are a less

number of wasted calls by the salesman. With lower prices offered by the company there

are more penetration markets and more demand for the product.

6. It builds brand Images are built in the minds of the consumer. There are positive images

and are for different segments. A brand is a promise of a certain level of consistency, quality,

service and other benefits like warranty etc. Manufacturers are proud of their brands and

want to have greater brand equity for them.

6



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

7



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

8



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.

9



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

6. Advertising does provide a glimpse of a country's way of life. It is, in fact, a

running commentary on the way of living and the behavior of the people and

is also an indicator of some of the future in this regard.

Various Media for Advertising:

Advertising media are the means to transmit the message of the advertiser to the

desired class of people. Channels or vehicle by which an advertising message is

brought to the notice of the prospective buyer.

Types of Media:

There is no dearth of media today. It may be direct or indirect. Direct method of

advertising refers to such methods used by the advertiser with which he could

establish a direct contact with the prospective hand involve the use of a hired agency

for spreading the information. Most of the media are indirect in nature, e.g., press

publicity, cinema, etc. The various media that are commonly used are being

explained here under:

Newspapers:

Newspaper (Hindi or English) (morning or evening editions) are bought largely for

their news value as such they are most appropriate for announcing new products and

new development of existing products. The choice of a particular newspaper for

advertising depends upon many factors i.e., circulation of the newspaper, the type of

readers it serves, the geographical region in which it is popular, the costs of space and

general reputation of the paper etc.

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

http://en.wikipedia.org/wiki/Mural

http://en.wikipedia.org/wiki/Billboards


http://en.wikipedia.org/wiki/Street_furniture


http://en.wikipedia.org/wiki/Rack_card


http://en.wikipedia.org/wiki/Web_banner

http://en.wikipedia.org/wiki/Pop-up_ad

http://en.wikipedia.org/wiki/Skywriting


http://en.wikipedia.org/wiki/Human_billboard

http://en.wikipedia.org/wiki/Forehead_advertising

http://en.wikipedia.org/wiki/Logojet

http://en.wikipedia.org/wiki/In-flight_advertising

http://en.wikipedia.org/wiki/Tray-table



http://en.wikipedia.org/wiki/Cabvision


http://en.wikipedia.org/wiki/Shopping_cart

http://en.wikipedia.org/wiki/Streaming_media

http://en.wikipedia.org/wiki/Television_advertisement

http://en.wikipedia.org/wiki/Music_in_advertising

http://en.wikipedia.org/wiki/Broadcasting


http://en.wikipedia.org/wiki/Super_Bowl

http://en.wikipedia.org/wiki/American_football

http://en.wikipedia.org/wiki/Mural





http://en.wikipedia.org/wiki/Web_banner

http://en.wikipedia.org/wiki/Pop-up_ad


http://en.wikipedia.org/wiki/Human_billboard

http://en.wikipedia.org/wiki/Forehead_advertising

http://en.wikipedia.org/wiki/Logojet

http://en.wikipedia.org/wiki/In-flight_advertising





http://en.wikipedia.org/wiki/Shopping_cart

http://en.wikipedia.org/wiki/Streaming_media

http://en.wikipedia.org/wiki/Television_advertisement

http://en.wikipedia.org/wiki/Music_in_advertising


http://en.wikipedia.org/wiki/Super_Bowl

http://en.wikipedia.org/wiki/American_football



song or jingle that listeners soon relate to the product. Virtual advertisements may

be inserted into regular television programming through computer graphics. It is

typically inserted into otherwise blank backdrops or used to replace local

billboards that are not relevant to the remote broadcast audience. Morecontroversially, virtual billboards may be inserted into the background where

none exist in real-life. This technique is especially used in televised sporting

events. Virtual product placement is also possible.

• Infomercials:

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" &

"commercial". The main objective in an infomercial is to create an impulse

purchase, so that the consumer sees the presentation and then immediately buys

the product through the advertised toll-free telephone number or website.

Infomercials describe, display, and often demonstrate products and their features,

and commonly have testimonials from consumers and industry professionals.

• Radio advertising :

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcast as radio waves to the air from a transmitter to an

antenna and a thus to a receiving device. Airtime is purchased from a station or

network in exchange for airing the commercials. While radio has the limitation of

being restricted to sound, proponents of radio advertising often cite this as anadvantage. Radio is an expanding medium that can be found not only on air, but also

online. According to Arbitron, radio has approximately 241.6 million weekly

listeners, or more than 93 percent of the U.S. population.

• Online advertising :

14

http://en.wikipedia.org/wiki/Jingle

http://en.wikipedia.org/wiki/Infomercial

http://en.wikipedia.org/wiki/Impulse_purchase


http://en.wikipedia.org/wiki/Toll-free_telephone_number

http://en.wikipedia.org/wiki/Advertising_professional

http://en.wikipedia.org/wiki/Radio

http://en.wikipedia.org/wiki/Radio_station

http://en.wikipedia.org/wiki/Radio_network

http://en.wikipedia.org/wiki/Jingle

http://en.wikipedia.org/wiki/Infomercial



http://en.wikipedia.org/wiki/Toll-free_telephone_number

http://en.wikipedia.org/wiki/Advertising_professional

http://en.wikipedia.org/wiki/Radio

http://en.wikipedia.org/wiki/Radio_station

http://en.wikipedia.org/wiki/Radio_network



Online advertising is a form of promotion that uses the Internet and World Wide

Web for the expressed purpose of delivering marketing messages to attract

customers. Online ads are delivered by an ad server. Examples of online

advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online

classified advertising, advertising networks and e-mail marketing, including e-

mail spam

• New media:

Technological development and economic globalization favors the emergence of

new and new communication channels and new techniques of commercialmessaging.

• Product placements:

Covert advertising, also known as guerrilla advertising, is when a product or

brand is embedded in entertainment and media. For example, in a film, the main

character can use an item or other of a definite brand, as in the movie Minority

Report , where Tom Cruise's character John Anderton owns a phone with the

Nokia logo clearly written in the top corner, or his watch engraved with the

Bulgari logo. Another example of advertising in film is in I, Robot , where main

character played by Will Smith mentions his Converse shoes several times,

calling them "classics," because the film is set far in the future. I, Robot and

Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos

clearly displayed on the front of the vehicles. Cadillac chose to advertise in themovie The Matrix Reloaded , which as a result contained many scenes in which

Cadillac cars were used. Similarly, product placement for Omega Watches, Ford,

VAIO, BMW and Aston Martin cars are featured in recent James Bond films,

most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer ", the

main transport vehicle shows a large Dodge logo on the front. Blade Runner

includes some of the most obvious product placement; the whole film stops to

show a Coca-Cola billboard.

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http://en.wikipedia.org/wiki/Promotion_(marketing)

http://en.wikipedia.org/wiki/World_Wide_Web


http://en.wikipedia.org/wiki/Search_engine_results_page

http://en.wikipedia.org/wiki/Banner_ad

http://en.wikipedia.org/wiki/Pay_per_click

http://en.wikipedia.org/wiki/Rich_Media


http://en.wikipedia.org/wiki/Social_network_advertising

http://en.wikipedia.org/wiki/Online_classified_advertising



http://en.wikipedia.org/wiki/Advertising_network

http://en.wikipedia.org/wiki/E-mail_marketing

http://en.wikipedia.org/wiki/E-mail_spam


http://en.wikipedia.org/wiki/Minority_Report_(film)


http://en.wikipedia.org/wiki/Tom_Cruise


http://en.wikipedia.org/wiki/Nokia

http://en.wikipedia.org/wiki/Bulgari

http://en.wikipedia.org/wiki/I,_Robot_(film)

http://en.wikipedia.org/wiki/Will_Smith

http://en.wikipedia.org/wiki/Converse_(shoe_company)

http://en.wikipedia.org/wiki/Spaceballs

http://en.wikipedia.org/wiki/Audi

http://en.wikipedia.org/wiki/Mercedes-Benz

http://en.wikipedia.org/wiki/Cadillac

http://en.wikipedia.org/wiki/The_Matrix_Reloaded

http://en.wikipedia.org/wiki/Omega_SA

http://en.wikipedia.org/wiki/Ford_Motor_Company

http://en.wikipedia.org/wiki/VAIO

http://en.wikipedia.org/wiki/BMW


http://en.wikipedia.org/wiki/Aston_Martin

http://en.wikipedia.org/wiki/James_Bond


http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)

http://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surfer

http://en.wikipedia.org/wiki/Dodge

http://en.wikipedia.org/wiki/Blade_Runner

http://en.wikipedia.org/wiki/Coca-Cola

http://en.wikipedia.org/wiki/Promotion_(marketing)



http://en.wikipedia.org/wiki/Search_engine_results_page

http://en.wikipedia.org/wiki/Banner_ad

http://en.wikipedia.org/wiki/Pay_per_click


http://en.wikipedia.org/wiki/Social_network_advertising



http://en.wikipedia.org/wiki/Advertising_network

http://en.wikipedia.org/wiki/E-mail_marketing






http://en.wikipedia.org/wiki/Nokia

http://en.wikipedia.org/wiki/Bulgari

http://en.wikipedia.org/wiki/I,_Robot_(film)

http://en.wikipedia.org/wiki/Will_Smith

http://en.wikipedia.org/wiki/Converse_(shoe_company)

http://en.wikipedia.org/wiki/Spaceballs

http://en.wikipedia.org/wiki/Audi

http://en.wikipedia.org/wiki/Mercedes-Benz

http://en.wikipedia.org/wiki/Cadillac

http://en.wikipedia.org/wiki/The_Matrix_Reloaded

http://en.wikipedia.org/wiki/Omega_SA

http://en.wikipedia.org/wiki/Ford_Motor_Company

http://en.wikipedia.org/wiki/VAIO


http://en.wikipedia.org/wiki/Aston_Martin


http://en.wikipedia.org/wiki/Casino_Royale_(2006_film)

http://en.wikipedia.org/wiki/Fantastic_Four:_Rise_of_the_Silver_Surfer

http://en.wikipedia.org/wiki/Dodge

http://en.wikipedia.org/wiki/Blade_Runner

http://en.wikipedia.org/wiki/Coca-Cola



• Press advertising :

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very

broad readership base, such as a major national newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very

specialized topics. A form of press advertising is classified advertising, which

allows private individuals or companies to purchase a small, narrowly targeted ad

for a low fee advertising a product or service. Another form of press advertising

is the Display Ad, which is a larger ad (can include art) that typically run in anarticle section of a newspaper.

• Billboard advertising :

Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are located

on main roads with a large amount of passing motor and pedestrian traffic;

however, they can be placed in any location with large amounts of viewers, such

as on mass transit vehicles and in stations, in shopping malls or office buildings,

and in stadiums.

• Mobile billboard advertising:

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along

routes preselected by clients, they can also be specially equipped cargo trucks or,

in some cases, large banners strewn from planes. The billboards are often lighted;

some being backlit, and others employing spotlights. Some billboard displays are

static, while others change; for example, continuously or periodically rotating

among a set of advertisements. Mobile displays are used for various situations in

metropolitan areas throughout the world, including: Target advertising, One-day,

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http://en.wikipedia.org/wiki/Magazine

http://en.wikipedia.org/wiki/Classified_advertising

http://en.wikipedia.org/wiki/Billboard

http://en.wikipedia.org/wiki/Mobile_billboard



http://en.wikipedia.org/wiki/Backlight

http://en.wikipedia.org/wiki/Magazine

http://en.wikipedia.org/wiki/Classified_advertising


http://en.wikipedia.org/wiki/Mobile_billboard


http://en.wikipedia.org/wiki/Backlight



and long-term campaigns, Conventions, Sporting events, Store openings and

similar promotional events, and Big advertisements from smaller companies.

•In-store advertising :

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at the

ends of aisles and near checkout counters (aka POP—Point Of Purchase display),

eye-catching displays promoting a specific product, and advertisements in such

places as shopping carts and in-store video displays.

Coffee cup advertising:

Coffee cup advertising is any advertisement placed upon a coffee cup that is

distributed out of an office, café, or drive-through coffee shop. This form of

advertising was first popularized in Australia, and has begun growing in

popularity in the United States, India, and parts of the Middle East.

• Street advertising :

This type of advertising first came to prominence in the UK by Street Advertising

Services to create outdoor advertising on street furniture and pavements. Working

with products such as Reverse Graffiti, air dancer 's and 3D pavement advertising,

the media became an affordable and effective tool for getting brand messages out

into public spaces .

• Sheltered Outdoor Advertising :

This type of advertising opens the possibility of combining outdoor with indoor

advertisement by placing large mobile, structures (tents) in public places on

temporary bases. The large outer advertising space exerts a strong pull on the

17

http://en.wikipedia.org/wiki/Reverse_Graffiti

http://en.wikipedia.org/wiki/Air_dancer

http://en.wikipedia.org/wiki/Tents

http://en.wikipedia.org/wiki/Reverse_Graffiti

http://en.wikipedia.org/wiki/Air_dancer

http://en.wikipedia.org/wiki/Tents



observer; the product is promoted indoor, where the creative decor can intensify

the impression.

Types of advertising media:

As we noted in Managing the Advertising Campaign tutorial, selection of the media

outlet through which an ad will be presented has important implications for the

success of a promotion. Each outlet possesses unique characteristics though not all

outlets are equally effective for all advertisers. Thus, choosing the right media can be

a time consuming process requiring the marketer to balance the pros and cons of each

option. While just a few years ago marketers needed to be aware of only a few mediaoutlets, today’s marketers must be well-versed in a wide range of media options. The

reason for the growing number of media outlets lies with advances in communication

technology, in particular, the Internet. In this tutorial we provide an overview of the

following advertising media:

1. Television

2. Radio

3. Print Publications

4. Internet

5. Direct Mail

6. Signage

7. Product Placement

8. Mobile Devices

9. Sponsorships

10. Other Media Outlets

As we discussed in the Advertising Trends section in the Advertising tutorial, the number of

media outlets will continue to grow as new technologies emerge. Thus, marketers are well

advised to continually monitor changes occurring within each media outlet

Advertising and Psychology:

Walter Dill Scott of Northwestern University wrote the book The Theory of

Advertising (1903), which sought to build a theoretical understanding of advertising based on the

principals of psychological science. Suggested that advertisers should develop certain fundamental

principles on which to construct a

18

http://www.knowthis.com/principles-of-marketing-tutorials/managing-the-advertising-campaign/


http://www.knowthis.com/principles-of-marketing-tutorials/types-of-advertising-media/






rational theory of advertising .´The application of psychological theories to advertising

provides an understanding of how consumers process advertising messages and make purchase

decisions. Theories of attention, information processing, attitude formation, and decision making all

have relevance to understanding how advertising affects consumers. Another important applicationof psychological principals is to develop an understanding of consumer needs so that products can

be developed, designed, and communicated in a manner that reflects the relevant and important

needs of consumers.

H ow Advertising W orks:

Advertising is a form of communication. Like all forms of communication, it has many different

effects and these effects are often related to one another. The message in an advertisement, no matter

how strong and persuasive, will have no effect if the consumer does not see the advertisement or pay

attention to it. One useful framework for under-standing these multiple effects and their

interrelationships is called the hierarchy of effects model. The hierarchy of effects model identifies

different stages in the communication process.

Getting Attention:

The advertiser should know where a communication should be place to increase the odds of

reaching a particular type of consumer; this is the media decision. Advertisers often refer to

characteristics of advertisements that gain attention but dis-tract the viewer from the primary

message as ³creative clutter. Consumers are less likely to attend to advertisements they have already

seen, and the more often an individual consumer has seen an advertisement previously the less likely

they are to pay attention to it when exposed again. This phenomenon is referred to as³advertising

wear out.́

Compare and contrast:

Psychology theories of behavior, motivation, learning, attitude formation etc. is certainly helpful in

the study of the behavior of a consumer and his behavior can be predicted to some extent.

Getting product in the attention is the big challenge to the advertisers and also the big-gest challenge

is that to maintain the curiosity of the consumers. Exposure to an advertisement still does not mean

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.

W eb: online encyclopedia Processing Information:

Advertising research has demonstrated that the message must be clear and meaningful to the

consumer; if the consumer does not comprehend the message, it will not have the desired effect.

Thus, it is important when creating the advertisement to understand how consumers think about

products and product benefits and to use language that the consumer will understand. It is also

important that the product and the product message be the focal point of the advertisement.

Information Evaluation:

The consumers will need to determine how believable the information is and how relevant it is to

their individual situation in life and to their behavior as consumers. This evaluation phase poses

significant problems for advertisers. Most consumers tend to discount the information in advertising

because they understand that the purpose of the advertising is to persuade.

Attitude Formation:

In some cases, the objective of the advertiser is immediate action by the consumer; this is typical of

direct-response advertising where the goal is to have the consumer do something immediately (buy a

product, make a pledge, and so on). In most cases, how-ever, there is a lag between advertising

exposure and any action on the part of the consumer. In such cases, an important communication

goal of an advertiser is to create positive attitude toward their product. Attitudes are predispositions or

tendencies to be-have or react in a consistent way over time. There is an affect, or feeling, dimensionas-associated with attitudes, and there are generally various beliefs that provide justification for the

feeling and predisposition.in some cases, the goal of advertising may be to create negative attitudes.

For example, in various anti drug and antismoking public-service announcements, the objective of

the communication is to reduce the likelihood that the viewer will use drugs or smoke.

Compare and contrast:

Ultimately, the success of advertising rests on whether it influences or not, the behavior of the

ultimate consumer. Product advertisers want consumers to buy their product; political advertisers

20



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 acounter-attitudinal message, which is more persuasive in the case of a mismatch

rather than a match with the category advertisements. However, a persuasive

advertising may affect consumer preferences. Previous research has shown that in

line with the

Theoretical arguments, gender was a significant predictor of buying behavior based

on brand recall. Thus, this study has provided additional support to earlier research

on impact of advertisement on males.

Chapter 3

Research Methodology

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 andmode value of each advertisement mediums and themes for both male and female has

also be analyzed. Similarly, percentage, mean, median and mode value of different

answer choices for question no 3,4,5,6 have also been calculated. Although question

no 7, 8 and 9 were open-ended and self explanatory, number of correct responses

have been identified and calculated percentage, mean, median and mode value of

different responses of those questions.

Data Presentation:

The data after analyzing has been presented in tabular format. To help the visual, with every table a

bar chart has been attached. A short explanation follows the table and the bar chart.

Objectives of the Study:

This research is basically intended towards identifying the general trend in the effect that advertising

has on the buying behavior of consumers. The consumers will have been specifically studied in

accordance to their respective gender. The research objectives as follows:

1. To identify the distinction between male and female customers’ perceptions

towards advertisement.

2. To identify whether brand recall lead male and female customers to purchase.

3. To identify customers belonging to which genders have a better brand recall.

Scope of the Study:

The study has been carried on the male and female consumers in Haryana based on the exploratory

research mentioned earlier. The said research focused on the chosen age bracket i.e.18-50 years of

around 500 [both male and female] samples for neutral products/services in Haryana. The present

research is has a total of 180 samples [90 females and 90 males] for neutral products/services in

Haryana excluding chosen age bracket of 18-50years. The independent variable of the study is the

effect of advertisement and dependent variables identified are gender and brand recall.

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 respectiveaudience of the organization. It will also help the organizations to optimally distribute their marketing

expenditure over different mediums of advertising, catering to their target group. It will also provide a

platform to the market researchers of the respective organization to devise the marketing budget in

accordance with a perfect balance.

Limitation of the Study:

1. The research study has just been catered to the Indian market.

2. The respondent for this study were well educated. Illiterate and less literate

people might have different views.

3. Short span of time was also a major limitation.

Chapter-4

DATA ANALYSIS AND INTERPRETATION

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

0

10

20

30

40

50

60

70

80

5 4 3 2 1

75

73 2 3

7

18

34

23

85

17

3328

7811 11

25

35

Tv

Billboard

Newspaper

Internet

Radio

Figure 4.1- Advertisement Medium Responses- Females

Table No: 4.2Median and Mode of Advertisement Medium- Ratings

31

Ad

Mediums

Females Numbers

Ad

Mediums

Males

5 4 3 2 1 5 4 3 2 1

TV 75 7 3 2 3 TV 47 29 7 6 1

Billboard 7 18 34 23 8 Billboard 2 22 37 1

7

12

Newspaper 5 17 33 28 7 Newspaper 10 32 24 1

7

7

Internet 8 11 11 25 35 Internet 9 5 27 2

9

20

Radio 2 6 9 21 52 Radio 2 3 12 2

5

48

Others 4 4 4 9 15 Others 2 1 0 1

3

31



32

Mean Median Mode

Females Males Females Males Females Males

TV 4.65 4.26 5 5 5 5

Billboard 2.92 2.83 3 3 3 3

Newspaper 2.83 3.23 3 3 3 4

Internet 2.24 2.48 2 2 1 2

Radio 1.72 1.73 1 1 1 1

Others o.90 0.78 0 1 0 0



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

Mean, Median and Mode of Advertisement Mediums-Males

Discussion on Question No: 1

The question was designed to find the most effective medium of advertising that

influences male vs. female customers buying behavior. The exposure of different

advertising mediums is different among both the genders. In terms of response

count, for females 75 out 90 respondents rate TV “5” while for male it is 47 out

of 90. The percentage of women making TV as the most important was much

more than that of male (Female: 83.33%, Male: 52.22%). The percentage of

female ranking billboard as the most effective medium was much more than that

of men (Female:7.78%, Male: 2.22%) while male rank newspaper as the most

effective medium 11.11% and for female it is 5.56%. In a similar way, female

ranking for internet, radio and others as the most effective medium is 8.89%,

2.22%, 4.4% respectively and for male is 10%, 2.22% and 2.22% respectively.

Thus, the ranking of most effective medium is as for female: TV-Internet-

Billboard-Newspaper-Radio-others and for male: TV-Internet-Newspaper-

Billboard -Radio-others in terms of percentage based on response counting. On

the other hand, on the basis of mean comparison ranking for female: TV

-Billboard-Newspaper-Internet-Radio-others and for male: TV -Newspaper-

33

0

0.5

1

1.5

2

2.5

3

3.5

4

4.55

Mean Median Mode

4.56

5 5

2.92 3 32.83

3 3

2.242

1

1.72

1 10.9

0 0

TV

Billboard

Newspaper

Internet

Radio

Others



Billboard-Internet-Radio-others. The differences between two rankings can be

interpreted in this way:

1. Since TV is the most popular medium, both male and female rank 1

st

which is reflected by both percentage and mean value.

2. In terms of percentage, Internet occupied 2nd rank both for male and

female. Social networking has become one of the mostly common

communication mediums. Surfing the web has just become a trend for

today’s generation. Both male and female are more passionate for being

connected by the internet to exchange ideas.

3. Female response towards billboard is higher than that of males. Though

males are more outgoing in nature compared to female, they are not

attracted by the billboard while now-a-days females are not limited to

home boundary. They are tending to keep pace with the age of time. They

are easily attracted by the gorgeous billboard advertisement since most of

them are posed by celebrities.

4. Male rank newspaper higher than that of female since males are tend to be

update always and the easiest source is the newspaper. While picking up

knowledge and information about variety of affairs worldwide and

searching for jobs, their attention goes to various advertisement published

in the paper.

5. Since this is the Digital age, the use of radio is suppressed by internet.

Though FM radio is very much popular now-a-days, it is just for

entertainment which is primarily based on audio and so they are not

effective medium of advertisement.

6. On the basis of mean value, Internet making is lagging behind billboard

and newspaper for both genders. This is solely responsible that the study

has been conducted in Haryana .Here, internet connection is not available

34



Numbers

every door to door. Thus, internet medium has lower mean value than

others.

7. So, from question no 1, it can be deduced that males and females of Haryana state have considerable difference of perception regarding

effectiveness of different advertisement mediums.

4.2 Question no. 2: Advertisement Themes

Question no two was designed to identify perception of both male and females

regarding different advertisement themes like humorous, informative, emotional

etc.

Table No: 4.3 Advertisement Themes Ratings- Males and Females .

Ad /Themes

Females Numbers

Ad/ Themes

Male

5 4 3 2 1 5 4 3 2 1

Humorous 8 28 16 27 11 Humorous 23 21 20 14 11

Informative 18 16 19 25 12 Informative 12 28 29 17 4

Adventurous 7 8 21 25 29 Adventurous 3 26 18 35 8

Emotional 42 22 11 7 8 Emotional 19 23 16 21 11

Celebrity

Endorsed

48 20 9 12 1 Celebrity

Endorsed

9 15 22 21 22

Others (42

didn’t Ans)

6 0 9 8 25 Others 3 1 6 11 35

42 females and 35 males didn’t answer “Others”

0

10

20

30

40

50

5 4 3 2 1

18 1619

25

127 8

2125

29

42

22

117 8

48

20

912

16

0

9 8

25

Informative

Adventurous

Emotional

CelebrityEndorsed

Others

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

36

Mean Median Mode

Females Males Females Males Females Males

Humorous 2.94 3.31 3 3 4 5

Informative 3.02 3.30 3 3 2 3

Adventurous 2.31 2.78 2 3 1 2

Emotional 3.91 3.20 4 3 5 4

Celebrity

Endorsed

4.13 2.61 5 3 5 3

Others 1.08 1.04 1 1 0 1



0

1

2

3

4

5

Mean Median Mode

2.94 3

4

3.02 3

22.31

2

1

3.91 4

5

4.13

5 5

1.08 1

0

Humorous

Informative

Adventurous

Emotional

CelebrityEndorsed

Others

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

0

1

2

3

4

5

Mean Median Mode

3.313

5

3.33 3

2.783

2

3.23

4

2.613 3

1.04 1 1

Humorous

Informative

Adventurous

Emotional

Celebrity Endorsed

Others

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

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 innature and so for them, emotional advertisements are more effective. They are often

more affected by the emotional themes and also they are really aware about the

information being delivered in the ad and that is why that theme has not been ranked

very high. On the other hand, for male humorous theme are the most effective one.

They aren’t typically most serious in nature and they love to enjoy while emotion

follows their enjoyment. In fact, the emotional sense is growing up with them since

now-a-days, most of good advertisements of various companies are emotional

appealing. Since they are more interested in the facts and figures about everything

and so obviously informative advertisement is preferred and ranked 3rd in terms of

percentages.

Thus, the ranking of most effective ad theme is as for female: celebrity endorsed-

emotional-informative-humorous-adventurous-others and for male: Humorous-

emotional-informative-celebrity endorsed-adventurous-others in terms of percentage

based on response counting. On the other hand, on the basis of mean comparison

ranking for female remain same: Celebrity Endorsed (4.13)-Emotional (3.91)-

Informative (3.02)-Humorous (2.94)-Adventurous (2.31)-Others ((1.08) and for male

ranking bit change: Humorous (3.31)-Informative (3.3)-Emotional (3.2)-Adventurous

(2.78)-Celebrity Endorsed (2.61)-Others (1.04) . The slight variation with mean

comparison for male reflects that though males have preference emotional appealing

ads that are few in numbers, curiosity or information seeking tendency suppress the

emotional them as a whole.

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

Answers

Numbers(Females) Numbers(Males)

Yes 47 52

No 14 27

Maybe 28 11

Table No: 4.5 Response Count on Question no 3

47, 53%

14, 16%

28, 31%

Question No 3-Females

Yes

No

Maybe

39



Figure 4.8 Question 3-Females

Figure 4.9 Question 3-Males

Table No 4.6: Mean Median and Mode of Question no 3

Coming to question three, the respondents were specially asked what they thought

about advertisement giving a true picture of the products being marketed. A

significant percentage of male (57.78%) and female (52.22%) agreed that

advertisement were true. While about 15.56% female respondents and almost double

of it i.e. 30% male respondent confidently believe that the advertisements do no

portray the products very truly. This shows the differing perceptions very clearly.

About, 31% female and 13% male chose the option “may be” because they were not

really sure about advertisements’ authenticity. Yet once again a visible difference.

The recurring value (mode) for female is 1 score given to the response “yes” and for

male is 3 score given to the response “may be” which again reflects significant

difference among the gender.

40

Question no 3 Females Males

Mean 1.78 2.45

Median 1 3

Mode 1 3

52, 58%27, 30%

11, 12%

Question No 3-Males

Yes

No

Maybe



4.4 Question no. 4: Personal Perception

In question no four respondents were asked to mention their perception how much

advertisement attract their personal attention.

Table No 4.7 Response Count and Mean, Median and Mode of Question no 4-

Females

41

Answers

Numbers

Females

Numbers

Males

Extremely 28 5

A lot 25 20

Somewhat 31 53

No 6 11 Not at all 0 1



Figure 4.10 Question No 4- Females

5, 6%

20, 22%

53, 60%

11,

12

%

Question No 4-Males

Extremely

A Lot

Somewhat

No

Figure 4.11 Question No 4- Males

Table No: 4.8 Mean, Median and Mode of Question No 4

42

Question no 4 Females MalesMean 2.177 2.811

Median 2 3

Mode 3 3



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 Numbers

Females

Numbers

Males

Yes 51 26

No 4 20

Sometimes 35 44

Table

No: 4.10

Mean, Median and Mode of Question no 5

44

Figure 4.12 Question 5- Females

51, 57%

4, 4%

35, 39%

Question No 5: Females

Yes

No

Sometimes

26, 29%

20, 22%

44, 49%

Question 5-Males

Yes

No

Sometimes




Mean 1.82 2.2

Median 1 2

Mode 1 3

In the question respondent were asked whether an advertisement ever created an inert

feeling in them to try out a product. About 29% said “yes” to this question while a

visibly greater percentage of female (about 57%) chose this option. Therefore, it can

be induced that it is easier to attract female’s attention through advertising than male.

About 23% males chose option “No” while only about 4% female chose this option

since males are not confident enough to be convinced by advertisement as their

emotional quotient is lower than female. The most incurring value (mode) for female

is 1 score given to “yes” whereas for male is 3 score given to “sometimes”. The

mean value also differs for both gender- male (2.20) and female (1.82).

After critical analysis of independent count figures for both genders, it can be stated

that the count for the response “no” was greater by 16 counts for male. Additionally,

the count of females for the response “yes” was also greater than that of males.

4.6 Question no 6:

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

Answers

Numbers

Females

Numbers

Males

Mostly 34 6

Often 45 35

Rarely 10 42

Never 1 7

34, 38%

45, 50%

10, 11% 1, 1%

Question 6- Females

Mostly

Often

Rarely

Never

Figure 4.14 Question 6- Females

Figure

4.15

Question 6-

Males

Table No: 4.12 Mean, median and mode of responses of question no 6


Mean 1.75 2.55

Median 2 3

Mode 2 3

46

6, 7%

35, 39%42, 46%

7, 8%

Question 6-Males

Mostly

Often

Rarely

Never



Discussion: To the question” How often is the purchase decision based on an

advertisement recall?”

In the question no 6, the respondents were asked how often their purchase decisionwas based on brand recall. Most of the male respondents accounts for about 47% in

chose the “Rarely” option while for female it is only 11%. About 50% of the female

respondents chose the “often” option and for male is 39%. This shows an interesting

fact. The mode value for male is 3 score given to the “rarely” option meaning that the

majority of the respondents out of total 90 male sample size rarely based their

purchase decision on their brand recall. The mean value differs about 45% for both

genders (male: 2.56, female:1.76) also complement the rare purchase on brand recall.

The mode value for female is 2 score given to the “often” option reflecting that

females have a greater brand recall capacity compared to male as also analyzed in the

question number 7, 8, and 9.

4.7 Question no. 7: Brand Recall from Colors

In this question, Respondents were asked to list out brands that they recalled from

some specific colors. The results were pretty straight forward here.

Table 4.13: Response count of Question no 7

47



Figure 4.16 Question No 7- Response Count

Table No 4.14: Mean, Median and Mode of Question No 7

48

Response

Number

Number of time this

response is received

(Females)

Number of time this response is

received (Males)

0 4 7

1 1 4

2 7 7

3 8 20

4 18 21

5 31 15

6 15 9

7 5 6

8 1 1


Mean 4.45 3.78

Median 5 4

Mode 5 4



In the first question, which was regarding brands recalled from five specific colors, itwas seen that the female respondents who scored the maximum mean value which

was higher than that of men. On average, men scored far less than women in terms of

remembering brands from different colors. The recurring value and the mean value

for female is 5 and 4.45 respectively which is greater than that of male. So, females

have better brand recall than males.

4.8 Question no. 8: Brand Recall from Tag Lines

In the question no 8, Respondents were given some tag lines of reputed brands and

were asked to mention name of the brand of those tag lines.

Table Number 4.15: Response count of question no 8

49

Response Number Number of time

this response

is received(Females)

Number of time

this response is

received (Males)

0 0 0

1 1 1

2 3 4

3 3 7

4 9 8

5 9 25

6 16 16

7 16 15

8 17 6

9 10 7

10 6 1



Table Number 4.16: Mean, Median and Mode of question No 8

Figure 4.17 Response count of question no 8

In

the next question, in which respondents were supposed to recall brands from different

tag lines, once again females were the maximum scorers. Around 72.22% women

scored seven or above out of a total of ten while men who scored seven or above

were only around 50%. This clearly shows the huge difference in terms of better

brand recall. The mean values of female responses is 6.56 which is 16% greater than

that of male.

So, from the question no 8, it is found that based on tag lines of different reputed

brands both male and females have almost similar brand recall yet females have a

50

Question 8 (Females) Question 8 (Males)

Mean 6.56 5.65

Median 7 5.5

Mode 8 5

6

10

17 16 16

9 9

3 311

7 6

15 16

25

8 74

1

0

5

10

15

20

25

30

10 9 8 7 6 5 4 3 2 1

Females

Males



better brand recall as compared to males as there is about 1 difference in their mean

value.

4.9 Question no 9: Brand Recall from Celebrity Endorsement

Respondents were given the names of different celebrities who endorsed different

brands. Once again respondents were asked to write as many brands as they can

remember which every particular celebrity endorsed.

Table Number 4.17 Response Count of Question No 9

Response

Number

Number of time this response is

received(Females)

Number of

time this

response is

received(Males

)

0 1 0

1 0 0

2 0 03 0 2

4 0 2

5 1 5

6 4 11

7 3 9

8 3 8

9 10 9

10 5 11

11 10 6

12 8 813 9 2

14 10 5

15 11 5

16 15 7

51



15

11

10

9

8

10

5

10

3 3

4

1

0 0 0 0

1

7

5 5

2

8

6

11

9

8

9

11

5

2 2

0 0 00

2

4

6

8

10

12

14

16

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

Females

Males

Figure 4.9.1- Response Count of Question No 9

Table Number 4.18: Mean, Median and Mode of Question No 9

Female Question 9 (Females) Question 9 (Males)

Mean 12.02 9.74

Median 12.5 9.5

Mode 16 10

For the last question too, the total score was ten and respondents had to list the brands

that they remembered from different celebrities. Once again, around 87% of the

women were nine and above out of sixteen scorers which was higher than the males

which stood at approximately 58%. The gap of 2.28 in the mean value (female:

12.02, male: 9.74) and the 32% difference in the median value along with mode value

for female is significantly higher.

It is seen that when women were inquired about the most effective marketing

medium and advertising theme in their opinion, they had chosen TV and celebrity

endorsed and an emotional advertising theme. This shows that women usually spend

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 advertisementsgive a true picture of the product being marketed or not, it was seen that mostly

women chose the “maybe” option because of which it can be said that they may tend

to believe more that ads can be honest and that is why they may watch the ads with a

greater interest than men who had mostly chosen that ads are not true.

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 aninert feeling to purchase a product for male while females are prone to being

affected by the advertisements to try out the product.

6. An advertisement can create an inert feeling to try out a product, but when it

comes to actually purchasing the products, consumer buying decision is rarely

based on brand recall. Just getting a feeling is different than getting an

intention to buy the product. Brand recall leads to a purchase would not be

very authentic as the results show that people may remember a product due to

its advertisements but it’s not necessary that they would buy it too when they

remember it.

7. However, due to advertisement recall there are more females as compared to

males who make their purchase decision.

8. Females have a better brand recall as compared to males.

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 targetfemales as their brand recall was also proved to be better so this obviously

means that they are more prone to spread the product’s awareness through

word of mouth. Due to these reasons, companies should spend a greater

proportion of their marketing budget on targeting females through adverting

campaigns based on emotional and celebrity endorsed themes.

3. TV is the most effective mediums for marketing to consumers belonging to

both the genders. Billboard and newspapers are second best effective

advertisement medium for females and males respectively.

4. It is necessary that brand recall leads to purchase but still promotion is

important and effective in terms of creating awareness and recall potential in

the consumers. Males and females perceive advertisements differently so

different advertising themes are important to target both these genders more

effectively. For targeting females there should be more focus on celebrity

endorsed and emotional content and. For targeting males on the other hand

the focus should be more on humorous and informative content about the

product being marketed.

5. The research study can be further carried out on both gender group at other

cities or even countries with similar cultural and demographical aspects.

Further research can also be studied considering the customers of different

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

Occupation: [ ] Service [ ] Student [ ] Self-employed [ ] Housewife

[ ] Others

Q1) Which advertising medium do you think is most effective? (Rate, 5 being the

highest, 1 the lowest)

• TV ________

• Billboard ________

• News paper ________

• Internet ________

• Radio (FM) ________

• Others ________

Q2) How would you rate the following advertisement theme? (5 being the highest, 1

the lowest)

• Humorous ________

• Informative ________

• Adventurous ________

• Emotional ________

• Celebrity endorsed ________

58



• Others ________

Q3) Do you think that advertisements give a true picture of products/services beingmarketed?

[ ] Yes [ ] No [ ]May be

Q4) To what extent do you think that advertising attracts the attention?

[ ] Extremely [ ] A lot [ ] Somewhat [ ] No [ ] Not at all

Q5 ) Did an advertisement ever create an inert feeling to try out a product?

[ ] Yes [ ] No [ ] Sometimes

Q6 ) How often is the purchase decision based on an advertisement recall?

[ ] Mostly [ ] Often [ ] Rarely [ ] Never

Q7 ) Which brand comes to the mind from the following colors? (List as many as you

remember)

• Yellow ____________________________________________

• Blue ____________________________________________

• Red ____________________________________________

• Green ____________________________________________

• Black ____________________________________________

• Pink ____________________________________________

• Indigo ____________________________________________

• Others ____________________________________________

Q8) Fill in the following blanks:

Brands Tag Lines

• _____________________ Making a Difference

• _____________________ Connecting People

• ___________________ Stay Close

59



• _____________________ Good Food, Good Life

•

• _____________________ Take Care

• _____________________ Life can’t Wait

• ____________________ It’s not Just a Cream, it’s a Fairness Treatment

• _____________________ "Because I’m worth it"

• _____________________ The Best a Man Can Get.

• _____________________ World’s No 1 Fairness Cream For Men

• _____________________ Join the Whitening Revolution

Qno:9) Which advertisement comes to the mind when you think of the following

celebrities. (List as many as you remember)

• Priyanka Chopra ________________________________

• Kajol ________________________________

• Aishwarya Rai ________________________________

• Kareena Kapoor ________________________________

• Katrina Kaif ________________________________

• Shahrkuh Khan ________________________________

• Shahid Kapoor ________________________________

• John Abraham ________________________________

• Salman Khan ________________________________

• Ranbir Kapoor ________________________________

60



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BIBLIOGRAPHY:

Name of the Author/Publisher Year of Publication Name of the Books

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http://www.marutisuzuki.com/

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