Business Reserch (Effect of Advertisement Ob Buying Behaviour of Female)

B-Admn509 BUSINESS RESEARCH METHODS

FLAMBOYANT MBA PUGC 1


INTRODUCTION OF THE REPORT

STATEMENT OF PROJECT:

The statement of our topic is

“EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OF “EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OF FEMALES”FEMALES”

So at the very beginning, we’ll define that what is the advertisement, its history, its Medias and what are the reasons to advertise.

WHAT IS ADVERTISEMENT?

“PAID, MEDIATED PRESENTATION OF INFORMATION ABOUT SERVICES, “PAID, MEDIATED PRESENTATION OF INFORMATION ABOUT SERVICES, PRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCING PRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCING CONSUMERS OR THE PUBLIC”.CONSUMERS OR THE PUBLIC”.

THE ADVERTISER PURCHASES TIME (RADIO, TELEVISION, CABLE) OR SPACE (PRINT PUBLICATIONS—NEWSPAPERS, MAGAZINES, SHOPPER)—OR ON BILLBOARDS OR OTHER DISPLAY OPPERTUNITIES SUCH AS BUS CARDS.

“ADVERTISING IS EVERYWHERE…”

In our homesIn the supermarketsOn the streetsOn airplanesOn trainsEven in schools, colleges and universities.

“WHY ADVERTISEMENT IS THE GOAL OF INFLUENSING…”

ADVERTISEMENT IS A PERSUASIVE MESSAGEHERE’S why my product (or service or idea) is better than your alternatives…If you buy my product (or service or idea) your life will be improved in this way…





HISTORY OF ADVERTISEMENT

HERE IS A BRIEF HISTORY OF ADVERTISEMENT IN THE WORLD…

Johannes Gutenberg 1441 Inventiuon of Movable TypeVolney Palmer 1841 First Advertising AgencyRobert Bonner 1850 First Great Advertising Campaign

"Doctor" Drake 1860- Patent MedicineLydia Pinkham 1890 Patent MedicineGeorge Rowell 1869 American Newspaper Directory

Francis W. Ayer 1875 Open ContractJohn Powers 1880 First Copywriting "Superstar"

Adolphus Green 1890 BrandingJ. Walter Thompson 1885 The Account Executive

Cyrus Curtis Growth of Magazine AdvertisingEarnest Elmo Caulkins 1895 Art Direction

John E. Kennedy 1904 Reason-Why CopyAlbert Lasker 1904 The Modern Advertising Agency

Claude C. Hopkins 1906 "Scientific" AdvertisingTheodore McManus 1915 Impressionism

Stanley & Helen Resor 1920Social Sciences in Advertising

Women in Advertising

Raymond Rubicam 1923Advertising Research

Creative Experimentation1926 Commercial Radio

Leo Burnett 1930- Inherent Drama1947 Commercial Television

Rosser Reeves 1950 Unique Selling PropositionDavid Ogilvy 1950 Brand Image

Marion Harper 1950-60 Agency Mergers & Integrated ServicesWilliam Bernbach 1960 Creative Revolution

Jay Chiat

Hal Riney1990- Advertising in the '90sCreativity & Brand Building

FIRST ADVERTISING AGENCY IN PAKISTAN



“Manhattan Pakistan”

Head : Col. Aizaz ul Waheed

Affiliation : None

Brief Intro : We were one of the first Pakistani-owned ad agencies to enter Pakistan’s advertising arena and have remained one of the front-runners ever since. Today MPL ranks as one of the top agencies in terms of business volume and client portfolio.

Serving the promotional needs of numerous clients both Above The Line (ATL) and through Below The Line (BTL) for the last four decades, Manhattan Pakistan has now entered in its fifth decade with the fervor to build brands through consumer insights by converting buyers into brand believers.

History : We first saw the light of day in 1954, establishing our roots in Karachi, Pakistan. We operate with a strong family feeling, with 100 professionals steering the agency on a straight course towards success!

We maintain the delicate balance between conceptualization, to product positioning and an effective performance in the marketplace.

We have helped influence consumer preferences and changing lifestyles. We are Manhattan Pakistan!

Founded : 1954

Top Clients

: InstaphoneAskari BankPTVBurraq TelecomPTCL

NOTE: DETAILS OF TOP ADVERTISING AGENCIES IN PAKISTAN ARE ATTACHED AT THE END OF REPORT IN ANNEXURES.



MAJOR ADVERTISING MEDIAS


Yellow Pages

Outdoor

Internet

Magazine

Television

Direct Mail

Radio

Newspaper

Major Kinds of Media


IN 1970’S FOLLOWING MASS MEDIAS BOCAME MATURE IN THE WHOLE WORLD…

NEWS PAPERS (DOMINATE)TELEVISIONDIRECT MAILRADIOMAGAZINESOTHERS (BILL BOARDS, TRADE PRESS ETC…)

IN 1980’s, CABLE ADVERTISING GREWAND IN 1990’s, INTERNET ADVERTISING GREW. SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPESPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE

MAJOR ADVERTISING MEDIAS IN PAKISTAN



IN THE BOUNDARIES OF PAKISTAN, FOLLOWING MEDIAS ARE WORKING:o TV o Radio o Media Buying Houses o Media Representatives o Media Monitoring Agencies o Media Marketing Firms o New Media Companies o Internet Service Providers o Major English Dailies o Major Urdu Dailies o English Eveningers o Urdu Eveningers o English Magazines o Urdu Magazines


http://www.brandsynario.com/ShowCategory.asp?CategoryID=30















TYPES OF ADVERTISEMENT:



Product Advertising:

In which manufacturers wants to focus on products

For example:

Head & shoulders shampoo.

Institutional Advertising

When focus on brand name of the company

For example:

McDonald, KFC.

Informative Advertising

The purpose of the companies to give some sort of information

For example

Telenor informed earlier to its launching of network

Persuasive Advertising

When any company launches a new product

For example

When warid telecom introduces any new package

Reminder Advertising

Telling the consumer that there is also additional attributes in our product

For example

When Pepsi introduces additional taste in bottles as Pepsi twist

Comparative Advertising

When we compare any two products



For example

Supreme vs. Lipton

Celebrity Testimonial

When companies cast a celebrity in its advertisement

For example

Ali zafar, reema, meera and amna huq in LUX ADD now days

Retail Advertising

When shop keepers advertise their shops or malls

For example

Pace

Interactive Advertising

Contact through the telephonic conversation to sell the product.

For example

It happens basically in business to business advertisement like when pharmaceutical companies advertise their new medicines to the doctors.

Advertising a Service Instead Of A Product

Advertising services is one of the most difficult type of advertising. You don't have a tangible product you can put in someone's hand. They can't touch it, feel it, see it or smell it.

For example

Advertisement for new admission opens in university.



REASONS TO ADVERTISE

Advertising is such an important thing for a business to do, advertising is not just important for businesses but for things that offer services. Advertising tells people about your product or products so they can be sold. Big companies such as McDonalds and



Colgate Palmolive don't need to advertise because their products are already known throughout the world, but when these two first came out they would have had to have spent millions of pounds on advertising to get them to the stage where they are now. The following may be the maximum reasons to advertise…

Produce leads Educate prospects about the benefits you offer Expand into new markets Influence the people who influence others (the trendsetters) Make your name known to people who have never heard of you Pre-sell your offering (prior to the sales person's call) Expand upon a public relations story Tell the story of your company Add authority to your message (by putting it into print, people equate advertising

with success) Build your corporate identity Build confidence in your product/services Dispel an ugly rumor Keep your name in the forefront of your customers' minds Head off competitors Go after competitors' business Prove your quality with success stories Make your stockholders happy Assert your leadership Maintain a constant public presence Help your direct mail pay off Announce the existence of your product Gain credibility Become a brand name Establish a niche Highlight testimonials from satisfied customers Test something Create a desire to buy Make sales Obtain names for your prospect or customer mailing list Inform many people at the same time Motivate people to call or e-mail or send coupon Engage in research by studying the profiles of respondents Prove your superiority ... to earn a profit



PROS AND CONS OF ADVERTISEMENTS

Advertising - Good or Bad?



"Advertising - Good or Bad" In today's society, one must consider – Is there any advantage of advertising? In many cases it is only disadvantage- An annoying hindrance in our daily lives. It gets on our nerves, distorts the truth, and adds to the cost of the product. Advertising is designed for one purpose - to sell. To achieve this goal, advertises are willing to stretch and distort the truth, just to convincing people to buy their product. For example, an advertiser may convince buyers to purchase their product by stating that has been tested and found superior. In reality, the product is not likely to be better than any other - the tests themselves doubtlessly conducted by the promoting company - conducted to ensure at least something is superior about the product, even if it is only the color. These advertisements are worded carefully so that they are telling the "literal truth" - the truth is exactly what the words say, although people misinterprets the message by using conversational logic as something different - something better. By using ingenious tactics like these, the populace is deceived into buying a product that may not do what is required, or a product which a buyer may have never really needed. This is why advertising is a bad thing, for our society.

FOLLOWING ARE THE BASIC ADVANTAGES AND DISADVANTAGES OF ADVERTISMENT.



Advantages Disadvantages

Attracts a large audience Gains pass along

readership (for print)

Low cost per contact Many alternatives

available Control over message

content; message can be standardized

Message study possible Editorial content

surrounds ad Self-service operations

possible

Standardized messages lack

flexibility Some media require

large investments

Geographic flexibility limited

Some media require long lead

time Some media have high

throwaway rate Some media limit the

ability to provide detailed information



PURPOSE OF RESEARCH:

EFFECT OF ADVERTISEMENT ON THE BUYING BEHAVIOR OF FEMALES:As our basic research process is concerned with the effects of advertisements on the buying behavior of females so on this regards we’ll conduct a full research process to evaluate that how much the advertisement affects the buying behavior of females.As it is a very known saying that “Customer is the king of the market”

Now here we believe that females are the queens of the market.As large areas of markets are occupied by the females so their buying behavior means a lot for the manufacturers. They must be very careful in their marketing strategies and should consider the females attitude towards consumption of their product.

Now here our basic purpose of research is to come to the result that what are the basic things regarding to products that largely affect the buying behavior of females and how much advertising influence their buying. When we’ll get our findings then we’ll give very fruitful suggestions to the marketing departments of the organizations that how they can increase their sale amongst the females.



RESEARCH PROCESS


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Now coming towards the basic topic, we’ll start from here the major portion of our report which is the research process through which we’ll conclude what we find and what are the recommendations for the marketing departments of the organizations.

TYPE OF RESEARCH:

As our research is for all the organizations so we can say that our research type is BASIC or PURE RESEARCH, which is on a general topic.



OBSERVATION:



“Observation means to see or feel what certain changes are occurring or new behaviors, attitudes and feelings are surfacing”.

It is the stage when problem is not defined yet.

There are four types of observation such as:

1) Currently existing problem

2) Situation requiring improvements

3) Theoretical or conceptual problem

4) Problem requiring empirical answers

Here in our project, the problem can be

SITUATION REQUIRING IMPROVEMENT…

Because we are going to conduct the whole research process on the buying behavior of females, so situation is satisfactory as females buy more and more with the passage of time. We just want to reach at those results which tell us that which things influence the females buying. Is it advertisement, quality, appearance or any other thing…?So our basic research is on a situation in which we observe the buying behavior of females having different taste, different preferences, and living in different cities of Pakistan and are of different ages.



PRELIMINARY DATA COLLECTION:



“It means to seek information in order to know more about what we observed”

Here we are working on a broader term that which factors influence the females buying behavior so we have to collect data from different tools to confirm our observation that which things actually influence the female buying and how much advertisement play role in their buying behavior.

Primary Data can be collected by the following two ways;

1- Interviews

2- Literature Survey

1. INTERVIEWS :

Interviews are conducted for the following reasons…

To bring preliminary issues to the surface so that researcher can determine about variables of interest.To understand the scenario of situation.To explore the variables in the situation.

INTERVIWS MAY BE OF TWO TYPES:

Structured interviews Unstructured interviews

STRUCTURED INTERVIEWS:“In structured interviews the interviewer asks those questions which are pre planned. All

the questions are well prepared and the interviewer can easily ask the questions in a

series from an appropriate Respondent. It is also called formal interview”.

UNSTRUCTURED INTERVIEW:

“In unstructured interviews normally the interviewer asks the questions without any

predetermined sequence. The question which comes first in the mind of the interviewer

will be asked first. It is also called informal interview.”

For the purpose of collecting the preliminary data about our observation, we conducted some unstructured interviews from following 2 SECTORS…



A. EDUCATIONAL SECTORB. ADVERTISING AGENCY

EDUCATIONAL SECTOR:

FROM EDUCATIONAL SECTOR WE SELECTED THE FEMALE MEMBERS OF FOLLOWING INSTITUTIONS…

1. THE WELL KNOWNED FEMALE TEACHERS OF UNIVERSITY OF THE LAHORE

2. THE TEACHERS OF AN INSTITUTION, PAK AIMS IN LAHORE3. THE FEMALE TEACHERS OF D & E ACADEMY GUJRANWALA.4. FROM THE FEMALE STUDENTS OF UNIVERSITY OF THE LAHORE, PAK

AIMS AND D & E ACADEMY.

According to the structured and unstructured interviews which we have conducted to the above females, we collected the following information about our situation problem…

Females mostly prefer the quality of the product Advertisement effects their buying but the routine products which they

use to buy from many years, from them they don’t see that for which product advertisement is good. they just buy that product as routine

E.g. Max bar, head & shoulders shampoo… Females are more attractive towards products like cosmetics, clothing,

shoes… Especially working women Advertisement is also the biggest cause to influence the buying behavior

of females but advertisements should be approved by the marketing departments of companies.

ADVERTISING AGENCY





2. LITERATURE SURVEYS:

It is also a part of Primary Data Collection. The purpose of literature review is to ensure

that no variable is ignored that has been consider important in the past.

Literature Survey can be defined in the following manner;

“Documentation of comprehensive review of published and unpublished work from

secondary sources of data in area of interest”

As far as our topic is concerned, we selected the following literatures from internet for the purpose of preliminary data collection…

1) AAEC 3100 Food and Fiber Marketing Dr. Steven C. Turner Chapter 6 Analyzing Consumer Markets & Buying Behavior

In which we found the following data thatMajor Factors which Influence the Consumer Behavior can be…

Cultural Social Personal Psychological

2) From the study of an article published in the site… www.csustan.edu/market/petrosky/Old3410/34Lect5CB/tsld0...

In this article we found the following things according to consumer buying behavior…



Characteristics Affecting Consumer Behavior

BuyerPsychologicalPersonalSocialCulture

Factors Affecting Consumer Behavior: Culture

Social Class People within a social class tend to exhibit similar buying behavior. Occupation SOURCE of Income Education Wealth

Most basic cause of a person's wants and behavior

Values Perceptions

Subculture

Groups of people with shared value systems based on common life experiences.

Mature Consumers

Factors Affecting Consumer Behavior: Social

Reference Group influence: Membership Groups: Primary and Secondary Non-membership groups: Aspiration and Dissociative More important with publicly consumed products Family influences: Stage of the family lifecycle Buying Roles in the family



Factors Affecting Consumer Behavior: Psychological

Psychological Factors Motivation Perception Learning Beliefs and Attitudes

So according to these literature surveys and from the interviews, we confirm our observation that there are some specific things which highly influence the consumer’s buying behavior, especially of female customers.



PROBLEM DEFINITION



After the preliminary data collection, we can now develop a statement to explain the basic problem.

Any gap between desired situation and actual situation is called Problem and brief statement that explains any thing is called Definition. So, Problem Definition means:

“A statement that explains what the real problem is, what types of factors are involved in

this problem and finally what are consequences of a problem.”

After going through interviews and literature review we check the following essential

elements of Problem Definition:

1) Antecedents(Contributing Factors)

2) Real Problem(What is Wrong)

3) Consequences(Results)

The problem definition of our project can be explained with the help of following

diagram:

(Real situation)(Consequences)

(Antecedents)

ANTECEDENTS:


1- PRICE2- QUALITY

3- ADVERTISEMENT4- IMPORTED PRODUCTS5- PURCHASING POWER

6- STATUS

EFFECTS ON BUYING

BEHAVIOUR OF FEMALES

PRICE AND QUALITY ORIENTED ECONOMY


Antecedents are the contributing factors which are responsible for the real problem. In

our project antecedents are

1- PRICE2- QUALITY3- ADVERTISEMENT4- IMPORTED PRODUCTS5- PURCHASING POWER6- STATUS

These are the antecedents because these are the basic reasons behind the buying behavior of females. These above antecedents effects directly or indirectly to the buying behavior of females.

REAL PROBLEM:

“As we know that well defined problem is half solved and symptoms are not the real

problems.”

Real problem is that situation which results from the antecedents or contributing factors.

So in our project real situation which is created from the contributing factors is:

“How the buying behavior of females is influencing? Which factors influence it and is the

advertisement a basic factor”?

CONSEQUENCES:

“Consequences are the results of real problem”

In our project consequence is

“The economy will be price and quality oriented”

this consequence is the result of the preliminary data collection as when we conduct

interviews, mostly females think that they prefer the quality from all other factors.





THEORETICAL FRAMEWORK

“It is a logical developed, described & elaborated network of associations among variables that have been identified through interviews, observation & literature survey”

Variables:

The identification of key variables is very important in every research study.

It can be defined as:

“A variable is anything that takes different values.”Types of Variables:

Dependent variable Independent variable Moderating variable Intervening variable Extraneous variable

1. Dependent variable

“Any variable that will depend on others for its values” In our project, our dependent variable is

“BUYING BEHAVIOR OF FEMALES”

Now we’ll explain the effect of other factors on this dependent variable in detail in our whole project.

2. Independent Variables:

It is the variable on which the dependant variable depends upon for its value

“The major causes of a problem are called independent variables.”

In our project, our independent variables are: Price Quality Advertisement Purchasing power Substitutes Imported products

Now in the research process we’ll see that which are the basic most important factors which mostly influence the buying behavior of females.



3. Moderating Variable

“The variable which has strong contingent effect on the relationship of dependent & independent variable”

It is also called second independent variable.

In our project, our moderating variables are:

Role of marketing departments of the companies

Above is the moderating variable because it has a strong contingent effect on the

relationship of dependent variables and independent variables. As if marketing

departments make the good strategies to attract the customers then they can increase their

sale volume.

4. Intervening Variables

“There are some factors which have effect on the situation but we can not measure them

quantitatively, we can just feel their effect.”

These variables will be created automatically by the working of independent variables.

In our project intervening variables are as follows:

Status consciousness Willingness to buy

The effect of these variables can only be felt but we can not measure them quantitatively.

These variables contribute an important role on the creation of the problem.

5. Extraneous Variables:

“There are infinite numbers of factors which may have impact on the situation but we

will ignore these factors by assuming them as constant are called extraneous

variables.”

In our project extraneous variable is as follows Sales tax

As sales tax has little effect on the buying behavior so it can be easily ignored



Here we show the relationship of different types of variables diagrammatically

(Dependant Variable) (Intervening Variables) (Independent Variables)

(Moderating Variables) (Extraneous Variables)


Buying behavior of females

Price

Qu

alityA

dvertisem

ent

Pu

rchasin

g pow

erS

ub

stitutes

Imp

orted p

rodu

cts

-Status consciousness-willingness

Role of the marketing departments of companies..

Sales tax




HYPOTHESIS DEVELOPMENT

“A hypothesis is a logically conjectured relationship between two or more variables

expressed in the form of a testable statement.”

OR

“A statement whose validity will be confirm in future by applying different statistical

tools”

So, in hypothesis we confirmed the validity of any statement after the experiments or data

collection.

KINDS OF HYPOTHESIS:

DESCRIPTIVE RELATIONAL This can be further classified as…

o Co relational hypothesiso Casual hypothesis.

Co relational Hypothesis:

“When a statement will create relationship among more than two factors or when causes of

a problem are more than one, the hypothesis about such a problem will be called as co

relational hypothesis.”

OR

“When there is only one problem and there are a lot of factors or variables which

Increase the problem is also called Co relational Hypothesis”.

In our study there is the situation of buying behavior of females and there are many

independent variables which influence the buying behavior of females. Now we will check

the relationship amongst those variables by creating the Hypothesis and applying certain

Statistical tools which will tell us that which factor is strongly in connection with the

buying behavior of females.



So the following is the creation of Hypothesis of different factors that affect the buying

behavior of females…

Female preferences:

Hο: females do not prefer quality of the product while buying

H1: females prefer quality of the products while buying.

Influence of advertisements:

Hο: Advertisement has no influence on the buying behavior of females

H1: advertisement has influence on the buying behavior of females.

Status consciousness

Hο: females do not prefer status/self image while buying.

H1: females prefer status/ self image while buying.

Negative effects of advertisements:

Hο: there is not any negative effect of advertisement on the buying behavior of females

H1: there is any negative effect on the buying behavior of females.

Advertisements of substitutes:

Hο: advertisements of the substitutes do not affect the popularity of the product.

H1: advertisements of the substitutes affect the popularity of the product.

Imported goods:

Hο: imported good are not more attractive for females

H1: imported goods are more attractive for females.

Satisfaction level:

Hο: good advertisements are not the basic cause of satisfaction of females towards consumption of goods.

H1: good advertisements are the basic cause of satisfaction of females towards consumption of goods.

Advertised products:

Hο: females do not prefer the advertised products on necessities of life

H1: females prefer the advertised products on the necessities of life.

Product success or failure:

Hο: advertisements can not become the cause of any product success or failure.

H1: advertisements can become the cause of product failure or success.Demand of the product:Hο: advertisements cannot create the demand of any product.

H1: advertisements can create the demand of any product.





RESEARCH DESIGN:

It is a major and pivotal step of business research. The step involves the overall scheme about data collection. “Research design is a plan and structure of investigation to obtain answer to research question. It is overall scheme and program of research which includes an outline of what the researcher will do from developing hypothesis and to the final analysis of data”. Research design constitutes the blue print for collection, measurement and analysis of data. R.D is plan and structure of investigation to obtain answer to research questions.


PURPOSE OF STUDY

TYPE OF INVESTIGATION RESEAR

CHER INTERFERENCE STUDY

SETTING

UNIT OF ANALYSIS

TIME HORIZON

SAMPLING

DATA COLLECTION METHODS

MEASUREMENT OF MEASURES


PURPOSE OF STUDY:

In the purpose of study, researcher defines the purpose behind the research.

These may be 4 types of purposes:

1. exploration

2. description

3. hypothesis

4. case study

Here in our research process, our purpose of study is to evaluate that WHAT affects the

female’s buying behavior, WHICH are the factors, which influence the buying behavior

of females, HOW advertisements affect the buying behavior of females. So we can say

that as we are explaining an existing situation so our purpose of study is Description.”

Objective of descriptive study is to learn the who, how, what, when, where of a topic.

TYPES OF INVESTIGATIONS:

Investigation is conducted to complete the research process efficiently.

Investigations may be of two types:

1. casual investigation

2. co relational investigation

CO RELATIONAL INVESTIGATION:

The investigation which is conducted to explain the effect of different variables on the situation is called

co relational investigation.

In simple words, we can say that when there are more than one reasons of a problem it is called co relational investigation.

In our research process,Our type of investigation is “Non Casual” because there is more than one reason which influences the buying behavior of females.



RESEARCHER INTERFERENCE:

In researcher interference we see that which type of study is going to be conduct by our group. Either it is

1. co relational study, in which minimum involvement of researcher is required because it is based on findings of others, or

2. Casual study, in which researcher involvement is more.

As we are conducting research through the findings of others so our involvement is minimum in the findings of research.

STUDY SETTING:

It means in which type of environment we’ve conducted our research process. The study setting may be of 2 types:

a. Contrived This can be further classified as

o Lab experiment.b. non-contrived

This can also be further classified aso Field study.o Field experiment.

Non-contrived:

“When the research is conducted in natural or normal environment, it will be called non

contrived study.”

Normally, this type of study is conducted inside the organization.

Field Study:

“When the researcher has to co related the factors then investigation out side the

organization is called as Field Study.”

So, the type of our study setting is non-contrived and during our research we also

conducted Field Study.



UNIT OF ANALYSIS:

It is aggregation of data during subsequent analysis. Data can be gathered form: Individuals Dyads Groups Organizations

It depends upon the nature of problem that is being investigated.In our research process, we’ve gathered the data from INDIVIDUALS in the form of questionnaires and

from ORGANIZATIONS in the form of interviews.

TIME HORIZON:

In which we mention that how much time we’ve used in data collection.

Time horizon has two types

1. cross-sectional

2. longitudinal

Longitudinal study:

“As In Longitudinal method the whole data is collected again and again with out any time

interval.”

So in our research time horizon is Longitudinal.

SAMPLING:

The process of using a small number of items or parts of a large population to make conclusions about the

whole population

The basic purpose of sampling is;

To obtain maximum information about the characteristics of population with in less time, cost and effort

There are two types or styles of Sampling. That is

Probability Sampling

Non Probability Sampling



WHERE PROBABILITY SAMPLING CONTAINS:

1. Complex random sampling

This further can be classify as

o Systematic Sampling

o Stratified Sampling

o Cluster Sampling

o Area Sampling

o Double Sampling

2. simple random sampling

AND NON PROBABILITY SAMPLING CAN BE CLASSIFIED AS:

1. Convenient sampling

2. purposive sampling

o judgment approach

o quota approach

here in our research process, we’ve done the complex random sampling under the head of probability

sampling in which we’ve used the CLUSTER SAMPLING APPROACH in which sample is chosen on

the basis of intra- group heterogeneity and inter-group homogeneity.

As we are comparing here the females with females so our sampling criteria is inter-group homogeneity.



DATA COLLECTION METHODS:

There are two types of data collection methods.

1. primary data collection

structured interviews

unstructured interviews

2. secondary data collection

questionnaires

Structured Interview:

“Structured Interviews are conducted when it is known at the outset

what information is needed. The interviewer has a list of pre-determined questions to be

asked of the respondents either personally, through the telephone, or by sending the main

through electronic mail.”

Un-Structured Interview:

“In case of unstructured interview, the interviewer asks the

questions without any pre-determined sequence. Those questions are asked first which

come in the mind of the interviewer first.”

So we conducted Structured Interviews with the employees of different selected

organizations. And our method of collecting Primary Data is through Structured

Interviews and Un-structured Interviews which we have already discussed in preliminary

data collection methods.

Unobtrusive measures:

“It means to trace the measures from a primary source that does

not involve people.”

In the primary data collection, we also use this technique by just observing the buying

behavior of females of our homes and near our homes.



Questionnaire:

“A questionnaire is a reformulated written set of questions to which

respondents record their answers, usually within rather closely defined alternatives.”

Questionnaires are an efficient data collection mechanism when the researcher knows exactly

what is required and how to measure the variables of interest.

Questionnaire can be administered personally, mailed to respondents, or electronically

distributed.

During our research process we made close ended questionnaires, and these are

personally administered.

MEASUREMENT OF MEASURES:MEASUREMENT OF MEASURES:

“Measurement of measures is a key step in research design; it means to measure the

information collected from different respondents by different ways by using different

methods of data collection, to check the accuracies and reliability of data or information

collected. It is also called the MOM of research.”

Scale:

“Scale is a tool by which the individual units are distinguished on the basis of

variable of interest in some meaningful way.”

We can say that scales will categories the things into different groups.

Types of Scales

a) Nominal Scale

b) Ordinal Scale

c) Interval Scale

d) Ratio Scale

APPROACHES OF SCALING:

a) Dictorious scaling.

b) Category scaling.

c) Likert scaling.



d) Semantic scaling.

e) Numerical scaling.

f) Ranking scaling.

g) Fixed scaling.

h) Psychological scaling

i) Graphic scaling

In our designing of questionnaire, we have used the following approaches in questions,

Dictorious scaling

Category scaling

Semantic scaling

Ranking scaling

Graphical scaling (in every question)

DATA PREPERATION FOR ANALYSIS:

Before analyzing the data, we’ve edit our data due to the reason that there should be not

any mistake in data which can cause the error in the data analysis.

Types of Editing

Field editing

Central Editing

FIELD EDITING:

According to this approach, researcher makes the corrections at the time of getting

information from the respondents.

So in our research process, we used this approach at each and every step due to which our

data is correct and having no mistake or blanks in it.

Now we can analyze it through different techniques.





DATA ANALYSIS

For the purpose of analyze the validity and reliability of data, certain statistical tools

Averages

Correlation

Percentage etc are applied. Here for the confirmation of our research we will use the

percentage technique in which mea of the data is also calculated.

NOW WE’LL ANALYZE ALL THE FACTORS INVOLVED IN ALL QUESTIONS

OF OUR QUESTIONNAIR TO COME AT THE CONCLUSION THAT WHAT ARE

THE BASIC FACTORS WHICH INFLUENCE THE FEMALE BUYING BEHAVIOR

AND HOW MUCH ADVERTISING PLAYS THE ROLE IN IT:

We’ll analyze here each and every question one by one, keep in mind that this

questionnaire was only for females.



Q#1: What is your preference while buying?

Frequency TableYour preference while buying

Frequency Percent Valid Percent Cumulative Percent

Valid price 33 11.0 11.0 11.0

quality 134 44.7 44.7 55.7appearance 24 8.0 8.0 63.7

local or imported

22 7.3 7.3 71.0

all of the above

87 29.0 29.0 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESENTATION:



IN THE NUT SHELL:

In this question we want to evaluate that which factors basically

influence the female buying. We filled the 300 questionnaires from 300 females

of different ages and from different areas. When we took the frequency of our

results provided by females, we come to the result that the main basic factor

which hardly influences the female buying is PRODUCT QUALITY. Many

females have also selected the price and appearance and imported products, but

according to the results it is approved that they give more preference to the

quality of any product.

At the second place, mostly females also selected the last option which is ALL

OF THE ABOVE, which means now days females do shopping according to a

planning. They buy each and every thing with full concentration and do not

compromise with any thing while buying.

So at the result, we can say that females give first priority while buying to the

quality and then to the other influencing factors.

HENCE

THE

R

ESULT



Q#2: Do advertisements influence your buying?

Frequency TableDo adver influence buying

Frequency Percent Valid Percent

Cumulative Percent

Valid yes 193 64.3 64.3 64.3

no 58 19.3 19.3 83.7

I don’t know

49 16.3 16.3 100.0

Total 300 100.0 100.0




IN THE NUT SHELL:

We structured the above question according to the basic requirement of our

research topic which is EFFECT OF ADVERTISEMENT ON THE BUYING

BEHAVIOUR OF FEMALES.

So according to the above findings, we can see that 193 females are agreed

upon the fact that their buying influenced with the advertisements. Which

means advertisement is also a basic factor of influencing females buying

behavior.

Secondly 58 females said that advertisement do not influence their buying. This

may be due to the fact that Pakistan is a poor country and females can’t bear too

much expensive things so they always cant follow the advertisements while

buying the necessities of life.

And the last portion of females, which is 49…they said that they don’t have any

idea about it which means they do shopping according to the routine matters.

They don’t prefer which things are newly emerging in advertising Medias.

HENCE

THE

R

ESULT



Q#3: While buying, you are more conscious towards:

Frequency TableConscious towards


Cumulative Percent

Valid advertisement

33 11.0 11.0 11.0

status 51 17.0 17.0 28.0

price, quality

141 47.0 47.0 75.0

all of the above

75 25.0 25.0 100.0

Total 300 100.0 100.0




IN THE NUT SHELL:

Above question was administered by our group by keeping in mind the female

psyche that when they go to the market to buy something, they are more

conscious towards which things. So according to the results we also got the

same answers as we got in question one because mostly females said that they

prefer quality and price factor while buying. They do not compromise with the

quality of the product. Others are the secondary things.



Here we can observe that status also influence the buying behavior because in

our country females often consider the status while buying.

HENCE

THE

R

ESULT

Q#4: Do you prefer status/self image during buying?

Frequency TableStatus preferences

Frequency

Percent Valid Percent

Cumulative

Percent Valid i think so 154 51.3 51.3 51.3

i dont think so

44 14.7 14.7 66.0



seldom think so

64 21.3 21.3 87.3

i dont know

38 12.7 12.7 100.0

Total 300 100.0 100.0 GRAPHICAL REPRESENTATION

IN THE NUT SHELL:

Here we can see that how status effects the female buying behavior. Here in our

country females are very conscious for their self image so we can see that in the

results 144 females agree that they consider the self image while buying.



Secondly females said that they seldom think that they consider the status while

buying because they also consider the price and quality of the products as well

because they are also very important.

At the last some females said that they are not status conscious and some said

that they don’t know that either they consider the self image while buying or

not. These may be those females which only prefer to buy basic necessities life

and belongs to middle or lower middle families.

HENCE

THE

R

ESULT

Q#5: Which type of advertisement is more attractive for you?

Frequency Table



Type of advertisement


Cumulative Percent

Valid product 165 55.0 55.0 55.0 institutional 51 17.0 17.0 72.0 celebrity 84 28.0 28.0 100.0 Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:

IN THE NUT SHELL:



Here we’ll se that which advertisement type is more attractive for females. This

question was made for the purpose to suggest the companies that females prefer

which types of advertisements.

Here we can see that product advertisement is at the top of the list. Females are

more familiar towards product advertisements instead of other types.

Secondary celebrity advertisements are also very famous amongst the females

but there should be improvements in this type for becoming more successful.

HENCE

THE

R

ESULT



Q#6: Is there any negative effect of advertisement on your buying behavior?

Frequency TableNegative effect of advert


Cumulative Percent

Valid yes 59 19.7 19.7 19.7 no 66 22.0 22.0 41.7 sometimes 147 49.0 49.0 90.7 never 28 9.3 9.3 100.0 Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:



IN THE NUT SHELL:

Now we’ll see that we know that advertisements have influencing effects on the

buying behavior of females but is advertisement has negative effects as well or

not.

For this purpose we illustrated the above questionnaire and took feedback from

females. From that feedback we came to know that mostly females think that

sometimes advertisement effects negatively. These negative effects may be of

any type.

On the second and third place we can see that ratio is almost same, some

females think that there are definitely bad effects of advertisement and some

think that there is no any negative effects of advertisements. And some said that

there can never be any bad effects of advertisements. Advertisements are

successful always.

HENCE

THE

R

ESULT



Q#7: Negative effects of advertisement may be of which type?

Frequency TableNegative effects may b


Cumulative Percent

Valid You often neglects the price while purchasing

109 36.3 36.3 36.3

Too much prefer the celebrity

advertisement

39 13.0 13.0 49.3

Prefer only appearance

and reputation of company, not

quality

73 24.3 24.3 73.7

others 79 26.3 26.3 100.0 Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:



IN THE NUT SHELL:

In the above question we give some options regarding to negative effects of

advertisements. That if there is any negative effect of advertisement then that

should be what. So according to our research, we can say that females think that

when new advertisement come then they often neglect the price of the product

and purchase that advertised product. They don’t think that how much the

product is expensive; they just go through to buy that product due to very

attractive advertisement.

Also a group of females said that they think that they often see the good

appearance of the product and purchase that, they don’t consider the quality

much at that time.



And also a large number of females said there are also other negative effects of

advertisements that appear according to the conditions.

HENCE

THE

R

ESULT

Q#8: Effectiveness and attractiveness of advertisement depends upon

Frequency TableAttraction towards


Cumulative Percent

Valid slogan 54 18.0 18.0 18.0 trade mark 25 8.3 8.3 26.3 company

repute64 21.3 21.3 47.7

appearance 39 13.0 13.0 60.7 all of the

above118 39.3 39.3 100.0

Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:



IN THE NUT SHELL:

We make this question for the marketing departments of the companies to

suggest them that which things according to the females become an

advertisement attractive and effective. That’s things may be of followings:

Slogan

Trade mark

Company repute

And appearance



But the females said that all of the above options can combinely make an

advertisement effective and attractive for females.

If the companies give attention to all of the above things then they can attract

the females toward their products through advertisement.

HENCE

THE

R

ESULT

Q#9: How the advertisements of substitutes affect the popularity of any product

Frequency TableAdvertisement of substitute


Cumulative Percent

Valid Demand of the product reduces

121 40.3 40.3 40.3

You neglect the product due to new

advertisement of substitute

67 22.3 22.3 62.7



it doesn’t effect

112 37.3 37.3 100.0


IN THE NUT SHELL:

Here is a question to check that if a new advertisement of the substitute of any

existing product come then is that affects the popularity and sale volume of the

existing product.

So according to the feedback we can see that 121 females said that demand of

the existing product decreases due the advertisement of the new product and

112 females said that it doesn’t effect the popularity of the product which



means here is a controversy amongst the different group of females, which

means that females perceive the new advertisements differently according to

their mood and situations.

HENCE

THE

R

ESULT

Q#10: Which advertisement media is more attractive for you?

Frequency TableAdvertisement media


Cumulative Percent

Valid electronic 187 62.3 62.3 62.3 news paper 21 7.0 7.0 69.3 fashion

magazines52 17.3 17.3 86.7

bill boards 34 11.3 11.3 98.0 others 6 2.0 2.0 100.0



Total 300 100.0 100.0


IN THE NUT SHELL:

Now in this question we’ll see that which advertising Medias are most popular

amongst females.

Now here we can see that electronic media is the basic most important media

for the popularity of the advertisements amongst the females.



On the second place we can also see that fashion magazines are also very

popular amongst females like akhbar-e-jahan and others.

HENCE

THE

R

ESULT

Q#11: How advertisements affect the level of your buying

Frequency TableAdvertisement effect level of buying


Cumulative Percent

Valid buy more 106 35.3 35.3 35.3



buy less 30 10.0 10.0 45.3 remains same 164 54.7 54.7 100.0

Total 300 100.0 100.0


IN THE NUT SHELL:

Here we are checking that how the advertisement affects the level of the buying

of females. Is it positively affects or negatively or remains neutral.



So here we can see that mostly females said their there level of buying remains

same with the new advertisements. They buy in the routine; there is not any big

change due to advertisements.

But on the second hand another big group of females said that their buying

level increases with the new and innovative advertisements. When any

advertisement attracts them then they definitely buy that due to which their

buying level increases.

HENCE

THE

R

ESULT

Q#12: Advertisements of imported products are more attractive for you due to

Frequency Table



Advertisement of imported products


Cumulative Percent

Valid quality 120 40.0 40.0 40.0 reliability 77 25.7 25.7 65.7 company

image59 19.7 19.7 85.3

status 44 14.7 14.7 100.0 Total 300 100.0 100.0

GRAPHICAL REPRESENTATION

IN THE NUT SHELL:



Females in our country prefer a lot the imported goods on local goods so we

conducted the research for this purpose also that what are the reasons behind

this so that our local companies can also adopt that strategies so that their

selling will also increase

So according to the results we can see that females prefer them due to the

quality and reliability of that products, the imported products are more reliable

and have the good quality due to which they prefer them and neglect the local

goods.

HENCE

THE

R

ESULT



Q#13: Which advertisement, for the following categories, is more attractive for you

Frequency TableMore attractive advertisement categories


Cumulative Percent

Valid basic accessories

91 30.3 30.3 30.3

home appliances

52 17.3 17.3 47.7

art and craft 36 12.0 12.0 59.7 cosmetics 120 40.0 40.0 99.7 others 1 .3 .3 100.0 Total 300 100.0 100.0




IN THE NUT SHELL:

We know that advertisement is very popular amongst the females but here we

wanted to know that advertisements of which category are mostly popular.

Here according to the results female like the ads of cosmetics more and then

come towards the basic accessories of life and on the other categories.

HENCE

THE

R

ESULT



Q#14: Degree of your satisfaction, towards consumption of goods depends upon

Frequency TableDegree of satisfaction, consumption of goods


Cumulative Percent

Valid good quality 174 58.0 58.0 58.0

price 38 12.7 12.7 70.7

appearance 34 11.3 11.3 82.0

company image

30 10.0 10.0 92.0

others 24 8.0 8.0 100.0

Total 300 100.0 100.0




IN THE NUT SHELL:

Satisfaction is very important for every one, towards consumption of goods. If

a costumer is satisfied then he will again and again purchase that product.

According to our research we came to know that females become satisfy mostly

due to good quality of the product.

Price, appearance, company images have the secondary importance for the

satisfaction of females towards consumption of goods.

HENCE



THE

R

ESULT

Q#15: Do you prefer advertised products on basic necessities of life during buying

Frequency TablePrefer advertised products on basic necessaries


Cumulative Percent

Valid i think so 125 41.7 41.7 41.7 i dont think

so82 27.3 27.3 69.0

seldom think so

60 20.0 20.0 89.0

i dont know 33 11.0 11.0 100.0 Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:



IN THE NUT SHELL:

Here is a question to see the importance of advertised products. We ask from

the females that if they prefer the advertised products on basic necessities then

we can see that almost 42 % females think that yes they often prefer the

advertised products on the basic necessities.

And also on the second hand almost 28 % females think that they do not prefer

the advertised products on the basic necessities of life.



HENCE

THE

R

ESULT

Q#16: Is advertisement become the cause of product failure or success

Frequency TableAdvertisement cause product failure or success


Cumulative Percent

Valid i think so 125 41.7 41.7 41.7 i dont think

so53 17.7 17.7 59.3

seldom think so

52 17.3 17.3 76.7



i dont know 42 14.0 14.0 90.7

5 28 9.3 9.3 100.0 Total 300 100.0 100.0 GRAPHICAL REPRESENTATION:

IN THE NUT SHELL:

This question was made to get the idea of females that what they think that can

advertisement cause any product failure or success?



So according to the results 41.7 % females said that yes a good advertisement

can be the cause of product success and a bad advertisement can become the

cause of product failure.

The ratios for the rest options are almost same.

HENCE

THE

R

ESULT

Q#17: Is advertisement increases demand of any product

Frequency TableAdvertisement cause demand of product




Cumulative Percent

Valid yes 214 71.3 71.3 71.3

no 39 13.0 13.0 84.3

i dont know 47 15.7 15.7 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESNTATION:

IN THE NUT SHELL:



In the above question we got ideas that can advertisement create more demand

for the products or not.

So here we can see that 71 % females said that yes advertising can create the

demand for any product. If advertising agencies make good advertisements then

the demand of their products will also be increased.

HENCE

THE

R

ESULT

Q#18: How marketing departments of companies make advertisement interesting



How mkt dept make advertisement interesting


Cumulative Percent

Valid By using famous

celebrities

37 12.3 12.3 12.3

By using different medias

35 11.7 11.7 24.0

By improving appearance of products

63 21.0 21.0 45.0

All of the above

165 55.0 55.0 100.0




IN THE NUT SHELL:

In this question we collect the suggestions from the females that how the marketing

departments can make the most attractive advertisements due to which females become

more influence towards the product and buy that product.

We gave the following options to the females for selection that are

By using famous celebrities

By using different Medias

By improving product appearance

But 55 % females are agreed upon one condition that all of the above situations can be

combinely put in the process of making attractive advertisements to influence the buying

behavior of females.

HENCE

THE

R

ESULT



HYPOTHESIS TESTING:





FINDINGS

In our whole research process, we get the following findings

That:

Females are more concerned towards the quality of the product while buying

Advertisement influence the female buying behavior but not more than quality

of the product

Self image effects too much when females buy any product

The most popular advertisement type amongst the females is product

advertisement

Advertisement often left some negative effects in the minds of consumer,

according to our research process that negative effects may be categorized in

this sense that females neglect the price of the product and buy that advertised

product at any cost.

Advertisements can become more effective through innovative slogans,

different trade marks.

Company reputation effects also in the effectiveness of advertisements.

The most attractive advertising media in Pakistan is electronic media

Advertisement doesn’t much effect the level of buying.

Imported goods are mostly preferred due to their good quality and reliability.

Females mostly satisfy with the good quality of the product.

Advertisement can become the cause of product failure or success.

Demand of the products can be increased with the help of good advertisements.

Marketing departments of the companies can make the advertisements more

attractive by using famous celebrities, different medias and by improving the

appearance of the product.



CONCLUSIONS

The purpose of our research is to find out the female behaviors towards the buying of the products and also to see that how much advertising affects the buying behavior of females. The basic purpose of our research is to get information from females and then suggest to the companies that what they can do maximum to improve their selling. Is advertisement is the biggest tool they have to attract the females towards their products or there are some other factors as well which have the affects more than advertisements. So for this purpose we planned a full fledge research process and for this purpose we did the cluster sampling and made the questionnaires to fill from the sample group to come to the conclusions.

After collecting the data we analyzed it and made some conclusions based on findings. We have found that females prefer the quality of the product at very first stage. Now days females are very intelligent, they know that advertisements and appearances of the products may be fake and can perceive them so they firstly check the quality of the product and then buy that product in the routine.As we conducted the whole research from the very qualified females living in good areas so their responses are very effective for our research process. The over all trend was seen in the questionnaires regarding to the quality of the products so which means females do not compromise with the quality.

People have mixed results about the advertisements of the products. On the one hand it also highly influences the buying behavior of females due to attractive Medias, different types, innovations in slogans but on the other hand it also has some negative effects as well. If a good advertisement can become the cause of the success of any product then a bad advertisement can become the cause of failure of any product.

More over advertisements can effect negatively and also positively to the children. They can perceive any thing from the ads so advertisements should be much ethical and good for the children and teenagers.

Further more according to females, the marketing departments should make the advertisements better through new and unique strategies if they want to



increase their sale and want to use the advertisement a big tool to increase their sale volume.

RECOMMENDATIONS

After getting the conclusions of our research, we want to give some recommendations to the marketing departments of the companies so that they can focus on those things through which they can increase their sale volume amongst the females.

As females mostly prefer the quality of the products so they should highly focus on the quality of their products.

Advertisement can do any thing, it can create the demand of any product but the advertising strategies should be effective so that females believe on these ads and buy the products so advertising should be:

Truth full Relevant And rewarding

Here we suggest you the ten steps to make advertising successful

1. Narrow your market to a specific group of prospective clients. Find your niche market.2. Analyze your media. Does it appeal to your niche market? If it does, tailor your ads to relate directly to your media. 3. Appeal to the impulse in the viewers of your ad. Call your readers to action * now*... Emphasize the benefits which a consumer will get after purchasing your product. Offer something free in the ad itself.4. Use other medias as well for creating more demand of your products. Analyze the advertising strategies of others. 5. Design "killer" headings (slogans). Use new and interesting techniques while designing a message for your product.6. Use different famous celebrities to become the more attractive advertisement.7. Use realistic facts and figures in your ads so that the customers become more loyal towards your product.8. Repeat again and again your advertisements so that the advertisement of your product can continuously be seen by customers.9. Clearly define all the attributes of the product so that customers also believe that this product has also a good quality.10. Now promise yourself this: You're going to get your ads noticed by writing them yourself and taking these steps to advertising success.



We also asked an open ended question from the females, they give us some value able suggestions which we want to give you

Advertisement affects the buying behavior but it must be realistic

Packaging must be good to influence the buying behavior of females

Advertisements influence but to some extent Buying behavior varies from region to region so advertisement

does not affect a lot. Medias play an important role and advertisements must be

interesting. Females prefer electronic media’s advertised products. Advertisements can change the preferences of females while

buying but that must be realistic.

So at the end we are strongly recommending you that if you want to increase the sale volume of your product then firstly make its quality good, make realistic advertisements and use effective medias.


Business Reserch (Effect of Advertisement Ob Buying Behaviour of Female)

Documents

advertising agencies

product advertising

internet advertising

cable advertising

advertising women

pakistan flamboyant

world flamboyant mba

products flamboyant