My Final Year Project 2 (1)

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ss

Final Year Project

ON

“IMPACT OF JINGLES ON CONSUMER BUYING BEHAVIOR IN

COOKING OIL INDUSTRY”

SUBMITTED BY

SAAD SALEEM

REGISTRATION #

3959

SUPERVISOR NAME

Mr. EBAD-UR-REHMAN

DATE

MAY 5 TH, 2011

PAKISTAN AIR FORCE

KARACHI INSTITUTE OF ECONOMICS & TECHNOLOGY



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LETTER OF APPROVAL

Project Title Impact of jingles on consumer buying behavior in cookingoil industry”

Submitted by: Saad Saleem(BB-03-07-3959)

Project Supervisor: Mr. EBAD-UR-REHMAN

Academic Year: 2011

The board of Advanced Studies at PAF-KIET has approved this project,

submitted in partial fulfillment of the requirement for the degree of Bachelor of

Business Administration.

Approval committee:

___________________ __________________

Mr. EBAD-UR-REHMAN Sir. Adnan Anwar

(Supervisor) (Director Academic)



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LETTER OF TRANSMITTAL

May 5 th, 2011

Mr. Ebad-ur-Rehman

Project Supervisor

PAF-Karachi Institute of Economics and Technology

Dear Sir,

I am submitting the final project report on “ Impact of jingles on consumer buying behavior in

cooking oil industry” . The report includes hypothesis and a brief literature survey. The

theoretical framework was based on literature review and other studies. Three different

hypotheses were developed and tested based on inferential statistics.

I am grateful for your guidance and supervision without which this project could have not been

completed.

Yours Sincerely,

SAAD SALEEM



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LETTER OF AUTHORIZATION

5th May 2011Saad SaleemBB-03-07-3959PAF-KIET

Dear Fellow,

Please refer to your initial proposal for undertaking the study on “Impact of jingles on consumer

buying behavior in cooking oil industry”. In the view of subsequent meetings, discussions,

chances of availability of data, and scope and interest of this study, the initial proposal was

finalized. Kindly initiate the study on the finalized Terms of Reference (TOR).

Mr. EBAD-UR-REHMANSupervisor



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ACKNOWLEDGEMENT

First of all I would thank Almighty ALLAH who has guided me the way for

accomplishing this project.

I would like to acknowledge the help provided by my teacher to make this project a

success. My teacher Mr. EBAD-UR-REHMAN provided guidance and learning at every step of

the project, which helped me, a lot in the questioning, data collection and preparation of this

report. Without his help & guidance this research study would not have been possible.

Further, the respondents are also equally thanked for their support in carrying out this

research. I am also thankful to my parents who accommodated me during those long hours of

work in my project development and all the friends and colleagues who directly & indirectlycooperated with me throughout my research.



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TABLE OF CONTENT

FINAL YEAR PROJECT ……………………………………………………………………. 01

Abstract………………………………………………………………………………………..

07

CHAPTER # 01

The Problems …………………………………………………………………………………. 08

Introduction ……………………………………………………………………………… . 08

Background to the problem ………………………………………………………………. 10

Rationale the, theoretical or conceptual background …………………………………….. 11

Statement of problem …………………………………………………………………….. 12

Purpose of the research project ………………………………………………………………. 13

Research Questions …………………………………………………………………………… 13

Statement of hypothesis ……………………………………………………………………… 14

Significance of research project ……………………………………………………………… 14

Assumptions ………………………………………………………………………………… . 15

Limitations ………………………………………………………………………………… .... 15

Delimitations ………………………………………………………………………………… . 16

Definition of terms …………………………………………………………………………… 16

CHAPTER # 02

Introduction ………………………………………………………………………..………… 18

Literature Review ………………………………………………………………………… .… 19

CHAPTER # 03Research design and methodology …………………………………………………………. 26

Introduction ………………………………………………………………………………… 26



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Variables of study ………………………………………………………………………… ..… 26

Dependent Variables …………………………………………………………………….. 26

Independent Variables………………………………………………………………

........ 26Research design ………………………… .……………………………………………………. 27

Population of the Research Project …………………………………………………………… 27

Sampling procedures …………………………………………………………………… ... ….. 28

The Samples ………………………………………………………………………………… .. 28

Instrumentation ……………………………………………………………………………… 29

CHAPTER # 04

Analysis of data and interpretation of results ……………………………………………… .. 30

Results of Questionnaire ………………………………………………………………… ..... 31

Cross Tabulation …………………………………………………………………………… .. 51

Hypothesis 01 …………………………………………………………………………… 51

Interpretation ……………………………………………………………………………. 53

Result………………………………………………………………………………

......... 54

Hypothesis 02 ………………………………………………………………………… .... 55

Interpretation ………………………………………………………………………….... 57

Result …………………………………………………………………………… ..……... 57

Hypothesis 03 ………………………………………………………………………… ... 58

Interpretation …………………………………………………………………… ..…….. 60

Result ………………………………………………………………………..... ............... 61

Conclusion ……………………………………………………………………………… ..…. 62

Bibliography ……………………………………………………………………... ................. 63

Appendix …………………………………………………………………………………… 65



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ABSTRACT

The focus in this research is in on jingles used in advertising. “Impact of jingles on consumerbehavior in cooking oil industry ”. The research aims at finding out the impact of jingle & musicused in the advertisement of cooking oil industry on consumer behavior. In this research, fivevariables were selected & examined through SPSS with technique known as cross tab procedure.Following variables were examined through this technique i.e. melody of jingle, lyrics of jingle,language of jingle, visuals & symbols shown in jingles, attitude towards advertisement, attitudetowards brand, brand recall & consumer purchasing behavior. Convenience sampling was usedfor the research & questionnaire was filled by the respondents belonging to Metropolis of Karach



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CHAPTER 01

THE PROBLEMINTRODUCTION

Today in the age of commercialization where everything is being sold through its effective

presentation, it is hard to find advertisement having no music or jingles. Whenever we go for

shopping, turn on the television or radio, or doing browsing on internet it is most likely that we

are exposed with music created with the purpose of encouraging & supporting sales (Jantzen and

Graakjaer, 2009). The commercial use of music in marketing & advertising accounts for billions

of dollars. Music in advertising is used to help consumers remember information about the target

product in the advertisement. Music is considered to be the most commonly studied stimulus

variable (Turley & Milliman, 2000) Advertisers enhance the memorization power of their

advertising slogans by presenting them in the form of musical jingles. Musical jingles are simply

music with lyrics. The musical lyrics and melodies in jingles interact and help listeners retain

lyrical information about the advertised product in their long-term memory. Therefore, songs are

an effective way to communicate a concept or idea in a memorable way.

Jingles have been used in advertising since it started. Advertising jingles are probably the most

important components of any ad campaign and ad makers have always suggested that jingles

should be added in advertisements to make them more attractive. Music is also considered to be

the most used executional cue in commercials (Yalch, 1991). Jingles are nothing but short clips

of music added to the advertisement films to make them more catchy and memorable. Most

retailers would agree that music is one of their most important considerations & expenses (Yalch

& Spangenberg, 1993). Jingles can either be added to television ads, films or to radio

advertisements. Sometimes the same jingles have been used in television, as well as radio

advertisements. Since jingles are important components of the ad campaign, a lot of care is takento ensure that only a very high quality advertising jingle is produced.

We are presently in the era of globalization and high speed communications. Everything in

today‟s world is getting so fast paced that an invention of past days becomes obsolete in next few

days. Similarly, the pace of life is changing not only changing our lifestyles but also impacting

our eating habits. The methods and ways of cooking are changing day by day. Preservation of



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food and frozen foods has now become important part of our culture. Similarly, consumers are

also getting health conscious in their food and diet and that is directly linked to the cooking oil

they used, so the cooking oil industry is now targeting this thing and we are increasingly seeing

jingles which have lyrics regarding the health and low cholesterol etc. So, the companies that

were fighting for increased individual customer base some couple of years ago, they are slowly

realizing that the market is already hitting the saturation line and that‟s why they are now more

against of each other than ever before. Therefore every cooking oil ad needs distinctive and

appealing jingles that can grasp the attention of consumer.

BACKGROUND TO THE PROBLEM

Advertisers give much importance to jingles and background music in advertisement because it

is a major component that influences audience responses. The role of music in advertising has

recently attracted considerable interest in marketing and consumer psychology. Currently every

advertisement has a background music or jingle because it is believed to improve recall of the

advertised product.

Jingles have been used in advertisement because every business wants instant recognition, but

few know how to get it. When you‟re planning a budget for advertising you should always try to

invest a portion into getting something noticeable produced. Music has a way of getting into our

heads and triggering emotions on a sub- conscious level. The concept of a “jingle,” a short

message in the form of a tune backed by music, was developed in the 1920‟s and today continues

to be one of the preferred methods for advertisers around the globe.

The reason why it is important to focus on this issue is that companies are more focused on

making catchy and effective advertisements by using jingles or adding music just to change the

consumer behavior or mold their attention towards their product. So in my research I want to

examine at what extent jingles are helpful in changing the consumer‟s buying decision incooking oil industry.



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RATIONALE, THEORETICAL OR CONCEPTUAL

BACKGROUND/FOUNDATION

Jingles have been around since the advent of commercial radio in the early 1920s, when

advertisers used musical, flowery language in their ads. But it was on Christmas Eve, 1926

in Minneapolis, Minn., that the modern commercial jingle was born when an a cappella group

called the Wheaties Quartet sang out in praise of a General Mills breakfast cereal. Executives at

General Mills were actually about to discontinue Wheaties when they noticed a spike in its

popularity in the regions where the jingle aired. So the company decided to air the jingle

nationally, and sales went through the roof. Eighty years later, Wheaties is a staple in kitchens

across the globe. World has been changed into the global village and electronic media has one of

big role in this game. Jingles are one of necessary component when we talk about any

advertisement via the electronic media. It was the time when we were having the silent electronic

media, but we had an improvement in electronic media regarding silent to voice. We came to

know that there should be also some music effects with the plays, and advertisements on the

electronic media. So there came the concept of Jingles to add with the advertisements and

commercial plays. Now days we can see that Jingles are one of the important component of any

kind advertisement and commercial play. (Jones, 2009)There is something about the right song that can bring you back to a time in your life that you

remember fondly. It is little wonder why music, whether it is jingles or otherwise, have been

used in advertising campaigns for decades. Jingles are great but ad agencies are finding ways to

give a hipper, fresher feel to their client products and services, so they are turning to music from

the most popular singers and musicians of today. But in this struggling economy, there is only

one way to get the consumer-attracting advertisements that will get your campaigns noticed on a

shoe string budget, and that is with royalty free music. (Wallance, 1991)

Nearly everyone in the modern world is influenced to some degree by jingles and other forms of

communication. Organizations in both the private and public sectors have learned that the ability

to communicate effectively and efficiently with their target audiences is critical to their success.

In addition to redefining the role and nature of their advertising agencies, marketers are changing

the way they communicate with consumers. They know they are operating in an environment

http://electronics.howstuffworks.com/radio.htm

http://maps.howstuffworks.com/minneapolis-downtown-map.htm

http://maps.howstuffworks.com/minneapolis-downtown-map.htm

http://electronics.howstuffworks.com/radio.htm





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PURPOSE OF THE RESEARCH PROJECT

The purpose of my research report is to analyze the importance of jingles and background music

in advertisement and also examine whether it has an impact on buying behavior of consumer.

The specific objectives of the study are to,

1) To determine the elements of music in the surrounding context of an advertisement and

its interaction with the consumer.

2) To examine whether background music can influence moods and common measures of

advertising effectiveness.

3) To determine the impact of jingles on consumers in cooking oil industry.

4) To determine the elements of jingles that contributes to change in perception of

consumers.

RESEARCH QUESTIONS

1. Does music in advertisement change consumer behavior?

2. Does the jingle add value to the brand image?

3. Does it increase brand loyalty?

4. Can jingles be the reason for consumers to switch from one brand to another?

5. Does jingles helpful in retaining the consumer?

6. Why advertisers give more importance to jingles even though it increases the cost of

advertisement?

7. Jingles have been largely supplanted in advertising by pop songs; do they still have afuture?

8. Why might music aid or improve memory for an ad?

9. Does jingles helps in differentiating you from competitors?



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STATEMENT OF HYPOTHESES

H1: Consumer attitude about the cooking oil changes due to visuals & symbols shown inadvertisement.

H2: Consumer attitude about the cooking oil changes due to lyrics and melody used in

jingle.

H3: Consumer attitude about the cooking oil changes due lyrics and language used in

advertisement.

SIGNIFICANCE OF THE RESEARCH PROJECT

The contribution of the study is threefold. First, this study tests the importance of jingles and

background music in advertisement. Second, this project is a study about whether the jingles and

music that are used in the advertisement have any place in consumer mind while purchasing a

product. This research is important because this can increase the sale of a product and ultimately

the profitability of a firm. Third, this present study will also provide some helpful information

for advertiser of cooking oil industry. It will also assist advertisers in determining whether the jingles in advertisement worth the investment. With the results of this study, advertiser can make

an effective jingle in their advertisement that have long lasting effects on consumers mind as

well as changing their buying behavior and also help to attract new customer.



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ASSUMPTIONS

The entire research is based on the certain assumptions like

1. I assume that creative and effective jingle bring positive responses‟ and feedback onconsumers‟ mind.

2. I assume that good & effective jingle increases brand recall & affects purchasing

behavior.

LIMITATIONS

This research has several limiting factors. First, the secondary data is based on information

gathered from different sources targeted for different research studies according to their

suitability and convenience. When the questions come for the credibility then there can be some

problems with the source. As I am using internet as secondary source and we all know that the

most convenient, cheap and quick today is internet. Internet is good to access necessary

information but we have to evaluate the information and then can be use but the reliability is still

challenging.

Secondly the primary data is collected through questionnaire and observation. The respondents

may hide some information and can be hesitant to share, and then the gap can remain in the

responses. It is possible in the same way that everybody observes the things differently as they

have different approaches to different things. It is difficult to identify those types of consumers‟

who have full awareness and knowledge about the importance of jingles in buying decision

process.

Finally, this study is limited to describing, explaining, and predicting relationships between

jingles and consumer mood, attitude and behavior. No cause and effect type of relationship was

sought. But a causal relationship between jingles and consumer mood, attitude and behavior in a

cooking oil industry might exist in the real.



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DELIMITATIONS

This study was delimited to examining only the changing in consumer buying behavior due to

jingles in advertisement, other elements of advertisement that might be a reason of consumer

buying decision are not included in this study. And I also limited my research to cooking oil

industry. One of the limiting factors is time; I have to complete my research report in 6 months

so there is a chance that I may overlook some important factors.

DEFINITION OF TERMS

In order to provide clarity in this study, the following definitions were established for major

terms used in this study:

Advertisement: The act of advertising. Or a public announcement by a company in a

newspaper, on television or radio, or over the Internet, intended to attract buyers for a product

or service. (Business Dictionary)

Advertising: Advertising is the non personal communication of information usually paid for

and usually persuasive in nature about products, services or ideas by identified sponsors

through the various media."(Bovee, 1992, p. 7)

Consumer advertising : Advertising directed at a person who will actually use the product for

their own benefit, rather than to a business or dealer.

Jingle: Unique, novel lyrics written for a particular advertisement Wallace (1991).

Lyrics: Relating to a category of poetry that expresses subjective thoughts and feelings, often

in a songlike style or form. (Answers.com)

Recognition v/s recall : Recognition involves a process of comparison of info with memory.

Recall involves a search of memory and then the comparison process once something is found.

(Marketing & web Definition)



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Consumer: One that consumes, especially one that acquires goods or services for direct use

or ownership rather than for resale or use in production and manufacturing. (Business

dictionary)

Consumer behavior: In marketing, understanding how and why consumers behave. An

appropriate marketing stimulus is formulated based on customer personality and needs to prompt

sales. Consumers adjust behavior to the marketplace based on internal needs and interpersonal

factors. (Answers.com)

Consumer buying behavior: Process by which individuals search for, select, purchase, use

and dispose of goods and services, in satisfaction of their needs and wants. (Business

Dictionary.com)

Consumer choice : The act of choosing; selection, A number or variety from which to choose: a

wide choice of styles and colors, The best or most preferable part or An alternative.

(Answers.com)

Consumer perception : The way in which individuals or consumer analyze and interpret

incoming information and make sense of it. (Marketing & web Definition)

Attitude: An attitude is a relatively enduring feeling, belief, and behavioral tendency directed

toward specific individuals, groups of individuals, ideas, philosophies, issues, or objects (Ajzen

and Fishbein, 1980).

Mood: Mood is a fleeting, temporary feeling state, usually not intense, and not tied to a

specifiable behavior. (Gardner, 1985),



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INTRODUCTION

The role of music in marketing and consumer behavior research has been addressed in education,

psychology, communication, and other fields to determine its effects on behavior, mood, and

preferences. As a result of this body of work, we know that in some instances music appears to

increase communication effectiveness in the context of advertisements. In other circumstances,music may decrease effectiveness, for reasons that are not self-evident (e.g, "When is 'popular'

music an inappropriate background?") Discussing how, when, and why music works seems to be

appropriate to understanding the role of music in communications.

The focus is on how a jingle influences the evaluation of brand alternatives. As Human beings

have a remarkable capacity for seeing things in different ways. The same physical stimulus, the

same product or service, can be seen in more than one way. When we are asked what message an

ad is trying to communicate to us, the result is an index more than anything else of the success of the verbal communication in the ad However; words are not the only way that we experience

ads. What does a television commercial communicate to you? Is it Pictures, words or feelings?

When you listen to a radio commercial, what goes on inside your head? Do you experience

pictures or words? Or do you just experience the overall feeling of the commercial message?



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LITERATURE REVIEW

Advertising and music have been investigated through many variables with a wide range of

outcomes. An analysis of these studies begins with a discussion of the most relevant theories andmodels. These theories and models provide the foundation of music in advertising

experimentation and include attitude theory, classical conditioning theory, involvement theory

especially the elaboration likelihood model (ELM), and music theory.

ATTITUDE TOWARD THE ADVERTISEMENT AND CLASSICAL CONDITIONING

Interest in music increased dramatically in the early 1980s as a result of a series of studies

focusing on the concept of attitude toward the ad (AAD). Several studies showed that the

affective consequences of being exposed to an advertisement were themselves importantmediators of consumer behavior (e.g., Mitchell & Olson, 1981; Moore & Hutchinson, 1983; see

review by Brown & Stayman, 1992). Consequently, the AAD approach emphasizes that

advertising should leave the consumer with a positive feeling about the brand.

A pers on‟s attitude is a function of his salient beliefs activated from memory at a point in time in

a given situation, is the primary consideration with all research dealing with attitude toward the

ad and attitude toward the brand. (Fis hbein‟s, 1963) As will be apparent in the results section,

many researchers have studied music‟s effect on attitude toward the brand in regard to product

preference (Allen & Madden, 1985; Gorn, 1982; Kellaris & Cox, 1989; Middlestadt et al., 1994;

Park & Young, 1986; Pitt & Abratt, 1988; Zhu, 2005) and purchase intention (Brooker &

Wheatley, 1994; Morris & Boone, 1998). Others have also considered attitude toward the ad and

product preference (Macklin, 1988; Shen et al., 2006) and purchase intention (Morris & Boone,

1998; North et al., 2004). The music variables with regard to attitude toward the brand and the ad

that have been most studied are indexicality, or “the extent to which the music arouses emotion -

laden memories,” and fit, or “the music‟s rele vance or appropriateness to the central ad

message,” and its effect on the processing of the commercial. Ad music may bring about such

feelings, and this has been investigated most frequently in terms of the well-known classical

conditioning paradigm. (MacInnis & Park, 1991)

Pavlov‟s classical conditioning, as it relates to advertising, suggests that positive attitudes

towards an advertised product or a conditioned stimulus, usually the brand, might develop



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through its association in a commercial with stimuli that are reacted to positively, such as music,

celebrities, or color. But, research has produced conflicting results (Gorn, 1982) concluded that

positive attitudes towards an advertised product, in this case colored pens, might develop through

its association in a commercial with other stimuli like music (he used the theme from “Grease”

and classical Indian music). The results of two experiments supported the notion that the simple

association between a product and another stimulus such as music can affect product preferences

as measured by product choice. Furthermore, an individual who is in a decision-making mode

when exposed to a commercial is more affected by the information therein than an individual

who is not in a decision- making mode. Many researchers have attempted to extend Gorn‟s study

but have been unable to replicate his findings as it stands, classical conditioning appears to occur

unreliably and then only in case of low involvement consumers. (Kellaris & Cox, 1989)

ELABORATION LIKELIHOOD AND INVOLVEMENT THEORY

While the classical conditioning approach may not provide a comprehensive explanation of

musical effects in advertising, it has made a clear contribution to the more detailed elaboration

likelihood model (ELM). The ELM states that there are two routes to persuasion: central and

peripheral. In the central route, attitudes are formed by careful consideration of information

relevant to the attitude object (e.g., Does this pen smudge?). In the peripheral route, attitudes are

formed without active thinking about the object and its attributes, but rather by associating theobject with positive or negative cues, such as liked or disliked music; in other words, by some

form of conditioning mechanism. Persuasion occurs via the central route when elaboration

likelihood is high; that is, the person has the motivation, opportunity, and ability to process (or

elaborate on) information about the brand. This has been termed high involvement with the

advertisement. Persuasion occurs via the peripheral route when people are in a state of low

involvement with the advertisement, and do not have the motivation, opportunity, or ability to

elaborate on the information they have regarding the attitude object. Conditioning may influence

such processing because lower motivation, opportunity, or ability to process the ad may invoke

simpler cues and heuristics in the process of attitude formation. (MacInnis & Park, 1991)

Consequently, advertising cues such as liked music should be more important in persuasion

when the viewer is unwilling or unable to evaluate overt commercial messages concerning the

advertised brand. Several studies have investigated the ELM with nonmusical peripheral cues,



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such as pictures (e.g., Miniard, Bhatla, Lord, Dickson, & Unnava, 1991; Mitchell, 1986; Stuart,

Shimp, & Engle, 1987), source expertise (e.g., Ratneshwar & Chaiken, 1991; Yalch & Elmore-

Yalch, 1984), and the celebrity status of a brand endorser (e.g., Petty et al., 1983; Sanbonmatsu

& Kardes, 1988), although (Park and Young, 1986) also supported the predictions of the ELM in

hair shampoo ads employing music. (Winston, 2004)

MUSIC ALSO AFFECTS IMPORTANT MOOD STATES

Music not only enhances recall for a product or an ad through an evoked image, but it may evoke

moods, feelings, emotions, and behaviors. Consumer behavior theorists have conceptualized how

consumers‟ attitudes, affective states, and behaviors have been im pacted by moods under central

and peripheral processing, as well as affect and behavior conditioning. The association betweenmood states and affective responses, judgments, and behavior can be seen as both direct and

indirect. A direct affective reaction may be viewed as a conditioned response when there are

direct linkages in associations in memory between mood states and affective reactions and

between mood states and behavior. Indirect associations between feeling states and affective

responses and/or behavior include the influence of information processing or cognitive activity.

(Griffitt & Guay, 1969)

Mood may affect evaluations by evoking mood congruent thoughts and affect the performance

of the behavior by increasing the accessibility of positive associations to the behavior (Clark,

Margaret, & Isen, 1982). To the extent that associations are direct and involve little conscious

information processing, mood‟s effects may be seen as via the peri pheral route. Indirect

associations may operate via the central route when other salient cues are processed to yield

attitudes in a manner affected by mood. (Gardner, 1985). In view of the fact that music is a

common element in commercials and one that has a long history of mood inducement in a

variety of contexts. (Isen, 1984)

EFFECTS OF BACKGROUND MUSIC ON CONSUMER BEHAVIOR

Music has been used in consumer behavior research, as well as communications, psychology and

music therapy research to determine its effects on behavior, preference, and mood. Research

investigating music effects may be divided into those which analyzed and/or manipulated the



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structural and the sound elements of music and those which did not. Structural elements refer to

the properties making up musical sound such as melody, rhythm, harmony, major or minor

modality, dynamics, and tempo. (Judy I & Mark I, 1989)

Peripheral influences such as background music used in commercials may become associated

with the advertised product (in memory even if not consciously), and influence product choice

through classical conditioning. Mere exposure did not lead to liking, which apparently depended

on whether the target product was presented with liked vs. disliked music. Gorn's second

experiment supported his hypothesis that when subjects were not in a decision making mode, the

commercial's impact appeared to be more influential in its appeal when presented with musical

background as opposed to product information. He concluded that through classical

conditioning, the product becomes associated with the positive feelings of liked music. (Gorn,

1982)

Park and Young (1986) extended this work by examining the impact of music vs. no music on

attitude toward the brand, the ad, and behavioral intention under conditions of high cognitive,

high affective and low involvement towards the advertising situation. Under high cognitive

involvement, they found music to be a distraction, lowering these dependent variable scores,

because it was unrelated to attribute-based message contents. In the low involvement condition,they found that music (which had been preselected as popular and liked) was associated with

more positive attitudes towards the brand than was no music. Under high affective involvement,

the expected positive effect of music on brand attitude was not found, probably because the

music selected did not really fit the image of the product and affective theme. (Park & Young,

1986)

Since many commercials are viewed in situations which involve consumers who are interested in

the programs, and not in the commercials, the audience may be largely comprised of potentially

uninvolved, non-decision making consumers rather than cognitively active problem solvers. In

this context, emotionally arousing components such as music, colors, or lighting may exert

strong but subtle influence on viewers' product attitudes and choices. Some of this impact may

come via associations conditioned and linked to the advertised products. Others may come



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through an indirect route resulting from music's influence (for example) on respondents' mood

and other emotional responses, which in turn affect information processing. (Judy I & Mark I,

1989)

THE IMPORTANCE OF THE ROLE ASSIGNED TO MUSIC IN AN AD

How music is actually used in an ad and under what conditions music will assume a salient role

in advertising executions influences communication effectiveness. Stewart and Furse (1986)

examined the relationship of many executional variables, and performance measures of recall,

comprehension and persuasion scores. They found that the brand-differentiating message was the

single most important executional factor for explaining both ad recall and persuasion for an

established product. (Stewart & Furse, 1986)

Stout & Leckenby (1988) studied the relationship of emotional and cognitive viewer responses

to specific musical variables. They found that the roles music plays in ads can influence

information retrieved by consumers from the ads. Also, purchase intent was higher with ads that

had music in it, and generally, subjects had more negative attitudes toward ads without music.

(Stout & Leckenby, 1988) .

THE FUNCTION OF MUSIC IN ADVERTISING

Music can fulfill several tasks when it is used in advertisements. Music can serve the overall

promotional goals in one or more of several capacities. Six basic ways are identified in which

music can contribute to an effective broadcast advertisement: 1) entertainment, 2)

structure/continuity, 3) memorability, 4) lyrical language, 5) targeting, and 6) authority

establishment (Huron, 1989)

1. Entertainment

The entertainment aspect of music helps making an advertisement more appealing to the viewer

by simply making it more attractive respectively more aesthetic. By this increase in

attractiveness an advertisement is able to engage more attention. From this po int of view “music

need not necessarily manifest any special affinity with a particular product or service in order to



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play an effective and useful function.” The music functions more as bridge between viewer and

advertisement in this case. (Huron, 1989)

2. Structure and Continuity

Another basic attribute of music is to support an advertisements structure and continuity.

Therefore “music is used to mediate between disjoint images” Also it can emphasize dramatic

moments within the advertisement. Accompanying i.e. a TV commercial music structures the

told narrative, can tell a narrative itself or function as anchor which completes the overall

meaning. It can create antagonist and protagonist within this narrative by giving them typical

musical figures, harmonies or melodies. (Huron, 1989)

3. Memorability

It is far more likely to memorize a piece of music than spoken language or images because

“music tends to linger in the listeners mind.” “Early advertising m usic also had different aims.

Music then was primarily used as a mnemonic device. Rhyme and reception were enlisted to

keep a brand name in mind. „Singing commercials‟ or jingles made up a self -contained genre.”

Jingle is the most common musical technique for aiding memorability and hence product recall.

Companies use these for example to make the customers remember their phone number,

webpage, their company name or at least a catchy slogan linked to the brand. But also non-jingle

music can perform this task and stick in the customers mind. (Huron, 1989)

4. Lyrical Language

Advertisers favor mostly poetic, emotional appeals over logical, informational appeals due to the

shift from modern to postmodern advertisement music turned out to be a perfect tool to reach this

goal. Music can provide a message without the customer consciously noticing it. For providing

rational facts in the same time mixtures of speech and song provide advertisers with

opportunities for both logical, factual appeals through spoken and written language and emotive,

poetic appeals through music. (Huron, 1989)

5. Targeting



25

The importance of targeting is dependent upon the product itself. Very specialized products, such

as surgical instruments, will necessitate heavy targeting: it is more sensible to advertise in

medical journals than on national television -- although this does not mean that surgeons do not

watch television. Shampoo, by contrast, is a typical product which does not (usually) require

heavy targeting; most people are purchasers of it. But it is not generally advertised in medical

journals even though doctors are consumers of shampoo. The most suitable targeting strategy,

then, is one which optimizes access to the largest market segment, balanced against the incurred

cost of the medium. Frequently, a mixed strategy which involves the coordination of several

media may be optimum. Once an appropriate medium is chosen, a second consideration of

targeting is to engage or captivate those viewers who constitute the target demographic group.

Musical styles have long been identified with various social and demographic groups. Musicalstyle might therefore assist in targeting a specific market. The style may function as a

socioeconomic identifier -- a device for addressing a specific audience. (Huron, 1989)

6. Authority Establishment

Closely related to the targeting function is the use of music to enhance an ad's credibility , to

establish its authority. Indeed, it may be the case that effective targeting is merely the result of

proper authority establishment. A simple way of establishing authority is through experttestimony. In addition to credence established by personal authority, advertisers may employ

actors and actresses on the basis of group authority, the most important groups being those

associated with race, sex, age, and social class or status. Since differences in musical taste have

close correspondences to such groups, musical style may be used as a very effective nonverbal

identifier. (Huron, 1989)



26


RR EE SSEE AA RR CC HH DDEE SSII GG NN AANNDD MM EE TT HH OO DDOO LL OO GG YY

INTRODUCTION

Do the Jingles used in advertisement of cooking oil help to change the attitude of the consumer

towards the product?

Jingles used in the advertisements of a product are use to attract consumers and to alter the

perception of the product towards the product. Researchers claim that words and other symbolsinfluence the part of brain which is responsible for making the perception. Marketers use it as a

strategy nowadays, they use such words in their ads which attract the consumer or at least make

them to see the advertisement. Good perception towards a product make a consumer to take

decision about the product while consumer is shopping and the product comes in front of once

sight.

VARIABLES OF THE STUDY

Dependent variable

Attitude of the consumer is the dependent variable in this study i.e. consumer attitude towards

advertisement & brand, purchasing behavior, brand recall.

Independent variables

Visuals

Melody Language

Lyrics

Symbols



27

RESEARCH DESIGN

The research strategy used in this study is observational research strategy which is more suitable

for this project. The research design contains the outline for collection, measurement andanalysis of data. It is a plan which will help me in obtaining all the answers to the research

questions which have been developed previously.

I will collect the data through questionnaire that is base on the aim of the research and then test

the hypothesis through statistic tools. The data will be collected from the people aging 20 years

and above, from both the genders male and female. The level of class of the respondents would

be middle class and above as they have more awareness of advertisements. The female and male

respondents‟ occupation would be working professionals, students and house wives are alsoincluded in it. The questionnaire will be filled by only those people who watch TV and specially

watched advertisements so that there will be less chance of error. To prevent from the artifacts in

this study I have very carefully chosen the sample size and conducted the research with the

people who could respond well enough on this topic. The time is limited to six months.

POPULATION OF THE RESEARCH PROJECT

Our project would define the impact of jingle over the purchase decisions of the consumers and

to reach on a clear conclusion we have, particularly, taken telecom industry under our research.

We would experiment how much the customer give importance to jingles while choosing

telecom product

The population decided to gather the data to find out the impact of jingles in advertisements and

how it changes the behavior, preferences and perception of the viewers/ consumers is:

Geographical limitsCity: Karachi

Area: Defence, Korangi, PECHS, Gulshan & Gulistan-e-Jauhar

Demographic limits

Age limits: 15 to 60

Gender : Male and Female



28

Occupation: Working personal, students, house wives

Sociological limits

Lifestyle: Middle Upper class

Time limits

Research will be conducted in six months.

SAMPLING PROCEDUREI will be using the convince sampling in my project for this research study. Reason of using

convenience sampling is because it would be very convenient for our research to grab the data

from the easily available individuals from the already mentioned areas. As it would not bepossible to reach whole Karachi city for finding people to fill the questionnaire that‟s why a

number of areas have been selected.

THE SAMPLE

We are going to take the sample size of 100 respondents. Population of Karachi is around 18

Million, as per the current statistics. The areas I have chosen are Defence, Korangi, PECHS,

Gulshan & Gulistan e Jauhar. I am going to use the convenience sampling procedure and use the

sample of around 100 individuals that would be enough to give the desired results of the whole

population or may be an idea.



29

INSTRUMENTATION

The instruments which I have decided to use to gather the data from the respondents for this

research project will be questionnaire, which will be having several questions that will be inrelation to each variable and the questions will be close ended questions with ordinal scale.

Questionnaires will have the number of questions that would be very carefully prepared in order

to make sure that they remain reliable. I am using this instrument because through the

questionnaires I have placed all my required information deriving questions on a piece of paper

which is quite easy to know the mindset of the respondents or the consumers of the products.



30


AA

NN

AA

LL

YY

SS

IISS

OO

FF

DD

AA

TT

AA

AA

NN

DD

IINN

TT

EE

RR

PP

RR

EE

TT

AA

TT

IIOO

NN

OO

FF

RR

EE

SS

UU

LL

TT

SS

This chapter includes the analysis of data and interpretation of results. The research has been

conducted in Defence, Korangi, PECHS, Gulshan & Gulistan e Jauhar. The data has been

analyzed by frequency analysis and crosstabs by comparing two variables.



31

RESULTS OF QUESTIONNAIRE:

Q1: Visuals shown in advertising jingles affects your attitude towards the advertisement?

INTERPRETATION:

It is evident from the above analysis that 33% respondents highly agree that visuals shown jingle

influence the attitude towards advertisement

Frequency Percent Valid Percent

Cumulative

Percent

Valid Highly Agree 33 33.0 33.0 33.0

Just Agree 32 32.0 32.0 65.0

Neither Agree Nor Disagree 24 24.0 24.0 89.0

Disagree 6 6.0 6.0 95.0

Highly Disagree 5 5.0 5.0 100.0

Total 100 100.0 100.0

0

5

10

15

20

25

30

35

Highly agree Agree Neither agreenor disagree

Disagree Highly Disagree

Visuals



32

Q2. Visuals shown in advertising jingles affects your attitude towards the brand?

INTERPRETATION:

It is evident from the above analysis that 29% respondents are not sure whether visuals shown

jingle influence the attitude towards brand.


Cumulative

Percent


Just Agree 27 27.0 27.0 44.0


Disagree 16 16.0 16.0 89.0


Total 100 100.0 100.0

0

5

10

15

20

25

30

35

Highly agree Agree Neither agree nordisagree Disagree Highly Disagree

Visuals



33

Q3. Visuals shown in advertising jingles affects your purchasing behavior?


Cumulative

Percent


Just Agree 29 29.0 29.0 40.0


Disagree 21 21.0 21.0 89.0


Total 100 100.0 100.0

INTERPRETATION:

It is evident from the above analysis that 29% respondents agree visuals shown in jingle affects

their purchasing behavior.

0

5

10

15

20

25

30

35

Highly agree Agree Neither agree nordisagree


Visuals



34

Q4. Visuals shown in advertising jingles makes you recall the brand?


Cumulative

Percent


Just Agree 24 24.0 24.0 46.0


Disagree 21 21.0 21.0 95.0


Total 100 100.0 100.0

INTERPRETATION:

It is evident from the above analysis that 28% respondents are not sure whether visuals shown

jingle increases their brand recall or not.

0

5

10

15

20

25

30

Highly agree Agree Neither agree nordisagree


Visuals



35

Q5. Lyrics of jingles affect your attitude towards the advertisement?


Cumulative

Percent

Valid Highly Agree 29 29 29 29

Just Agree 21 21 21 50

Neither Agree NorDisagree 16 16 16 66

Disagree 19 19 19 85

Highly Disagree 15 15 15 100

Total 100 100 100

INTERPRETATION:

It is evident from the above analysis that 29% respondents highly agree that the lyrics of the

jingle influence the attitude towards the advertisement.

0

5

10

15

20

25

30

35



Lyrics



36

Q6. Lyrics of jingles affect your attitude towards the brand?

INTERPRETATION:

It is evident from the above analysis that 26% respondents highly agree that the lyrics of the

jingle influence the attitude towards the brand.

0

5

10

15

20

25

30



Lyrics

Frequency PercentValid

PercentCumulative

Percent

Valid HighlyAgree 26 26 26 26JustAgree 19 19 19 45NeitherAgreeNorDisagree 20 20 20 65Disagree 19 19 19 84HighlyDisagree 16 16 16 100Total

100 100 100



37

Q7. Lyrics of jingles affect your purchasing behavior?


Cumulative

Percent

Valid Highly Agree 23 23 2323


Neither Agree Nor Disagree 13 13 13 62


Highly Disagree 21 21 21 100.

Total 100 100 100

INTERPRETATION:

It is evident from the above analysis that 26% respondents agree that the lyrics of the jingle

affect their purchasing behavior.

0

5

10

15

20

25

30



Lyrics



38

Q8. Lyrics of jingles make you recall the brand?

INTERPRETATION:

It is evident from the above analysis that 27% respondents agree that the lyrics of the jingle

increases brand recall.

0

5

10

15

20

25

30



Lyrics


Cumulative

PercentValid Highly agree 21 21 21 21




Highly Disagree 20 20 20 100

Total 100 100.0 100.0



39

Q9. Melody of jingle affects your attitude towards the advertisement?

INTERPRETATION:

It is evident form the above analysis that 32% respondents agree that the jingle melody influence

the attitude towards the advertisement.

0

5

10

15

20

25

30

35



Melody

Frequency Percent Valid Percent Cumulative Percent





Highly Disagree 20 20 20 100.0



40

Q10. Melody of jingle affects your attitude towards the brand?


Cumulative

PercentValid Highly Agree 26 26 26 26





Total 100 100 100

INTERPRETATION:

It is evident form the above analysis that 25% respondents highly agree that the jingle melody

influence the attitude towards the brand.

0

5

10

15

20

25

30



Melody



41

Q11. Melody of jingle affects your purchasing behavior?


Cumulative

Percent






Total 100 100 100

INTERPRETATION:

It is evident form the above analysis that 23% respondents agree that the jingle melody affects

their purchasing behavior.

0

5

10

15

20

25



Melody



42

Q12. Melody of jingle makes you recall the brand?


Cumulative

Percent



Neither Agree Nor Disagree 14 14 14 75.0



Total 100 100 100

INTERPRETATION:

It is evident form the above analysis that 23% respondents agree that the jingle melody increases

your brand recall.

0

5

10

15

20

25

30

35

40



Melody



43

Q13. Symbols used in jingles affect your attitude towards the advertisement?


Cumulative

PercentValid Highly Agree 22 22.0 22.0 22.0

Just Agree 35 35.0 35.0 57.0


Disagree 19 19.0 19.0 96.0


Total 100 100.0 100.0

INTERPRETATION:

It is evident from the above analysis that 35% respondents agree that symbols shown in jingle

influence the attitude towards advertisement..

0

510

15

20

25

30

35

40



Symbols



44

Q14. Symbols used in jingles your attitude towards the brand?


Cumulative


Just Agree 26 26.0 26.0 34.0


Disagree 26 26.0 26.0 80.0


Total 100 100.0 100.0

INTERPRETATION:

It is evident from the above analysis that 26% respondents agree & 26% disagree at the same

time that symbols shown in jingle influence the attitude towards advertisement.

0

5

10

15

20

25

30



Symbols



45

Q15. Symbols used in jingles affect your purchasing behavior?


Cumulative

PercentValid Highly Agree 8 8 8 8.0





Total 100 100 100

INTERPRETATION:

It is evident from the above analysis that 38% respondents highly disagree that symbols shown

in jingle affects their purchasing behavior.

0

5

10

15

20

25

30

35



Symbols



46

Q16. Symbols used in jingles make you recall the brand?


Cumulative

PercentValid Highly Agree 19 19 19 19.0





Total 100 100 100

INTERPRETATION:

It is evident from the above analysis that 30% respondents agree that symbols shown in jingle

increases brand recall.

0

5

1015

20

25

30

35



Symbols



47

Q17. Language used in jingles affect your attitude towards the advertisement?


Cumulative


Just Agree 24 24.0 24.0 46.0


Disagree 21 21.0 21.0 95.0


Total 100 100.0 100.0

z

Interpretation:

It is evident that 28% respondents are not sure whether language used in jingles affects their

attitude towards advertisement or not.

0

5

10

15

20

25

30



Language



48

Q18. Language used in jingles your attitude towards the brand?


Cumulative






Total 100 100 100

Interpretation:

It is evident 31% respondents disagree that language used in jingles affects their attitude towards

brand.

0

5

10

15

20

25

30

35



Language



49

Q19. Language used in jingles affect your purchasing behavior?


Cumulative






Total 100 100 100

Interpretation:

It is evident that 28% respondents are not sure whether language used in jingles affect their

purchasing behavior or not.

0

5

10

15

20

25

30

35



Language



50

Q20. Language used in jingles makes you recall the brand?


Cumulative

Percent


Just Agree 30 30.0 30.0 55.0


Disagree 27 27.0 27.0 96.0


Total 100 100.0 100.0

Interpretation:

It is evident that 30% respondents agree language used in jingles increase brand recall.

0

510

15

20

25

30

35



Language



51

CROSS TABULATION

HYPOTHESIS: 01

H1: Consumer perception about the cooking oil changes due to visual message and symbols inadvertisement.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

2. Visuals shown in

advertising jingles

of cooking oil

affects your attitude

towards the brand.

*15. Symbols used

in jingles affect

your purchasingbehavior?

100 100.0% 0 .0% 100 100.0%



52

2. Visuals shown in advertising jingles of cooking oil affects your attitude towards the brand. *15.

Symbols used in jingles affect your purchasing behavior. Cross tabulation.

15. Symbols used in jingles affect your purchasing

behavior.

Total

2. Visuals shown inadvertising jinglesof cooking oilaffects your attitudetowards the brand.

Highly

Agree

Just

Agree

Neither

Agree Nor

Disagree Disagree

Highly

Disagree

Highly Agree 8 10 6 4 5 33

6.3 11.2 6.9 4.6 4.0 33.0

8.0% 10.0% 6.0% 4.0% 5.0% 33.0%

Just Agree 5 14 7 5 1 32

6.1 10.9 6.7 4.5 3.8 32.0

5.0% 14.0% 7.0% 5.0% 1.0% 32.0%

Neither

Agree Nor

Disagree

4 7 5 3 5 24

4.6 8.2 5.0 3.4 2.9 24.0

4.0% 7.0% 5.0% 3.0% 5.0% 24.0%

Disagree 2 2 1 1 0 6

1.1 2.0 1.3 .8 .7 6.0

2.0% 2.0% 1.0% 1.0% .0% 6.0%

Highly

Disagree

0 1 2 1 1 5

1.0 1.7 1.1 .7 .6 5.0

.0% 1.0% 2.0% 1.0% 1.0% 5.0%

Total 19 34 21 14 12 100

19.0 34.0 21.0 14.0 12.0 100.0

19.0% 34.0% 21.0% 14.0% 12.0% 100.0%



53

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 10.130 a 16 .860

Likelihood Ratio 11.998 16 .744

Linear-by-Linear Association .738 1 .390

N of Valid Cases 100

a. 17 cells (68.0%) have expected count less than 5. The minimum expected

count is .60.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .318 .860

Cramer's V .159 .860


INTERPRETATION :

The statistics discussed here are designed to analyze two nominal or dichotomous variables. Chi-

square (χ 2) or phi/Cramer‟s V are good choices for statistics while analyzing two nominal

variables.

Chi-square requires a relatively large sample size because the expected counts in 80% cellsshould be greater than 5. Fisher‟s exact test for 2x2 crosstabs should be reported instead of chi -

square for small samples. Chi- square and the Fisher‟s exact test provide similar information

about relationships among variables; however, they only tell us whether the relationship is

statistically significant. They do not tell the effect size (i.e. the strength of the relationship).



54

Phi and Cramer‟s V provide a test of statistical significance and also provide information about

the strength of the association between the two variables and can be used as a measure of the

effect size. If there is a 2x2 cross tabulation, phi is the appropriate statistic. For larger crosstabs

(larger than 2x2), Cramer‟s V is used

RESULT :

Chi-square Tests table above is used to determine there is a statistically significant relationship

between two dichotomous nominal variables. Pearson Chi-Square was used for small samples or

Fisher‟s Exact Test was used to interpret the results of the test. They are not statistically

significant ( p> 0.05), which indicates that the two variables under discussion are independent to

each other and both of them are not correlated or have no influence to each other.

The Symmetric Measures table as shown above provides the strength of relationship or effect

size. The negative sign does not mean anything here because it shows the direction of the

association or effect size of variable from variable to another. However, low values here indicate

weak association.

So, on the basis of above explanation and results output tables it is proven that that the

association however among them is weak.



55

HYPOTHESIS: 02

H2 Consumer attitude about the cooking oil change due to lyrics and melody used in jingle.

CROSSTAB


Cases

Valid Missing Total

N Percent N Percent N Percent12. Melody of jingle makes yourecall the brand. *8. Lyrics of

jingles make you recall thebrand.

100 100.0% 0 .0% 100 100.0%

12. Melody of jingle makes you recall the brand. *8. Lyrics of jingles make you recall the brand. Crosstabulation.

8. Lyrics of jingles make you recall the brand. Total

Highly

Agree

Just Agree Neither

Agree Nor

Disagree

Disagree Highly

Disagre

e

12. Melodyof jinglemakes yourecall thebrand.

Highly

Agree

Count 5 12 5 0 2 24

Expected

Count

9.1 8.9 3.1 1.2 1.7 24.0

% of Total 5.0% 12.0% 5.0% .0% 2.0% 24.0%

Just

Agree

Count 14 11 4 2 0 31

Expected

Count

11.8 11.5 4.0 1.6 2.2 31.0

% of Total 14.0% 11.0% 4.0% 2.0% .0% 31.0%

Neither

Agree

Nor

Disagree

Count 11 6 3 2 1 23

Expected

Count

8.7 8.5 3.0 1.2 1.6 23.0

% of Total 11.0% 6.0% 3.0% 2.0% 1.0% 23.0%



56

Disagree Count 7 8 1 0 2 18

Expected

Count

6.8 6.7 2.3 .9 1.3 18.0

% of Total 7.0% 8.0% 1.0% .0% 2.0% 18.0%Highly

Disagree

Count 1 0 0 1 2 4

Expected

Count

1.5 1.5 .5 .2 .3 4.0

% of Total 1.0% .0% .0% 1.0% 2.0% 4.0%

Total Count 38 37 13 5 7 100

Expected

Count

38.0 37.0 13.0 5.0 7.0 100.0

% of Total 38.0% 37.0% 13.0% 5.0% 7.0% 100.0%

Chi-Square Tests

Value Df Asymp. Sig.

(2-sided)



Linear-by-Linear

Association

.697 1 .404

N of Valid Cases 100a. 17 cells (68.0%) have expected count less than 5. The minimum

expected count is .20.

Symmetric Measures

Value Approx.

Sig.






57

INTERPRETATION :



variables.

Chi-square requires a relatively large sample size because the expected counts in 80% cells

should be greater than 5. Fisher‟s exact test for 2x2 crosstabs should be reported instead of chi -

square for small samples. Chi- square and the Fisher‟s exact test provide similar information

about relationships among variables; however, they only tell us whether the relationship isstatistically significant. They do not tell the effect size (i.e. the strength of the relationship).

Phi and Cramer‟s V provide a test of statistical significance and also prov ide information about



(larger than 2x2), Cramer‟s V is use d

RESULT:



Fisher‟s Exact Test was used to interpret the result s of the test. They are statistically significant

( p< 0.05), which indicates that the two variables under discussion are dependent to each other

and both of them are correlated or have an influence to each other.

The Symmetric Measures table as shown above provides the strength of relationship or effect

size. The negative sign does not mean anything here because it shows the direction of the


weak association.



58



HYPOTHESIS: 03

H3: Consumer attitude about the cooking oil changes due lyrics and language used in

advertisement.


Cases

Valid Missing Total

N Percent N Percent N Percent

5. Lyrics of jingles affectyour attitude towards the

advertisement. *17.Language used in jinglesaffect your attitude towardsthe advertisement.

100 100.0% 0 .0% 100 100.0%



59

5. Lyrics of jingles affect your attitude towards the advertisement. *17. Language used in jingles affectyour attitude towards the advertisement. Cross tabulation.

17. Language used in jingles affect your attitudetowards the advertisement

Total

Highly

Agree Just Agree

Neither

Agree Nor

Disagree Disagree

Highly

Disagree

5. Lyrics of jingles affectyour attitudetowards the

advertisement

Highly

agree

Count 13 6 3 5 0 27

Expected

Count

5.9 6.5 7.6 5.7 1.4 27.0

% of Total 13.0% 6.0% 3.0% 5.0% .0% 27.0%

Just Agree Count 4 12 10 6 1 33

Expected

Count

7.3 7.9 9.2 6.9 1.7 33.0

% of Total 4.0% 12.0% 10.0% 6.0% 1.0% 33.0%

Neither

Agree Nor

Disagree

Count 1 2 12 7 3 25

Expected

Count

5.5 6.0 7.0 5.3 1.3 25.0

% of Total 1.0% 2.0% 12.0% 7.0% 3.0% 25.0%

Disagree Count 0 2 3 2 0 7

Expected

Count

1.5 1.7 2.0 1.5 .4 7.0

% of Total .0% 2.0% 3.0% 2.0% .0% 7.0%

Highly

Disagree

Count 4 2 0 1 1 8

Expected

Count

1.8 1.9 2.2 1.7 .4 8.0

% of Total 4.0% 2.0% .0% 1.0% 1.0% 8.0%

Total Count 22 24 28 21 5 100

Expected

Count

22.0 24.0 28.0 21.0 5.0 100.0

% of Total 22.0% 24.0% 28.0% 21.0% 5.0% 100.0%



60

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Linear-by-Linear Association 4.099 1 .043


a. 13 cells (52.0%) have expected count less than 5. The minimum expected

count is .35.

Symmetric Measures

Value Approx. Sig.




INTERPRETATION:



variables.

Chi-square requires a relatively large sample size because the expected counts in 80% cells

should be greater than 5. Fisher‟s exact test for 2x2 crosstabs should be reported instead of chi -

square for small samples. Chi- square and the Fisher‟s e xact test provide similar informationabout relationships among variables; however, they only tell us whether the relationship is

statistically significant. They do not tell the effect size (i.e. the strength of the relationship).

Phi and Cramer‟s V provid e a test of statistical significance and also provide information about




61


(larger than 2x2), Cramer‟s V is used .

RESULT:



Fisher‟s Exact Test was used to interpret the results of the test. They are statistically significant

( p< 0.05), which indicates that the two variables under discussion are dependent to each other

and both of them are correlated or have an influence to each other.

The Symmetric Measures table as shown above provides the strength of relationship or effectsize. The negative sign does not mean anything here because it shows the direction of the


weak association.





62

CONCLUSION

To summarize the result of this research we can say that the visuals shown in advertisements of cooking oil not only affect the consumer attitude towards the brand but also increases brandrecall. Advertisements that show good visuals make a lasting impression on consumers mind.However, symbols shown in advertisements of cooking oil has no influence on purchasingbehavior.

Similarly Jingle melody & jingle lyrics are interrelated & they help in increasing the brand recall.Jingles with strong melody & catchy tones are easy to memorize. They also affect the consumerattitude towards the brand.

Lyrics of the jingle also influences consumer attitude towards the advertisement & it increasesthe memorization of the jingle. This also increases the brand recall, while language of the jingledoes not much influence the consumer attitude & purchasing behavior.



63

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APPENDIX

RATING SCALE:

1 2 3 4 5

Highly Agree Just AgreeNeither agree

nor disagreeDisagree

Highly

Disagree

Q1: Visuals shown in advertising jingles affects your attitude towards the advertisement?

1 2 3 4 5

Q2. Visuals shown in advertising jingles affects your attitude towards the brand?

1 2 3 4 5

Q3. Visuals shown in advertising jingles affects your purchasing behavior?

1 2 3 4 5

Q4. Visuals shown in advertising jingles makes you recall the brand?

1 2 3 4 5

Q5. Lyrics of jingles affect your attitude towards the advertisement?

1 2 3 4 5

Q6. Lyrics of jingles affect your attitude towards the brand?

1 2 3 4 5

Q7. Lyrics of jingles affect your purchasing behavior?

1 2 3 4 5



66

Q8. Lyrics of jingles make you recall the brand?

1 2 3 4 5

Q9. Melody of jingle affects your attitude towards the advertisement?

1 2 3 4 5

Q10. Melody of jingle affects your attitude towards the brand?

1 2 3 4 5

Q11. Melody of jingle affects your purchasing behavior?

1 2 3 4 5

Q12. Melody of jingle makes you recall the brand?

1 2 3 4 5

Q13. Symbols used in jingles affect your attitude towards the advertisement?

1 2 3 4 5

Q14. Symbols used in jingles your attitude towards the brand?

1 2 3 4 5

Q15. Symbols used in jingles affect your purchasing behavior?

1 2 3 4 5

Q16. Symbols used in jingles make you recall the brand?

1 2 3 4 5

Q17. Language used in jingles affect your attitude towards the advertisement?

1 2 3 4 5



Q18. Language used in jingles your attitude towards the brand?

1 2 3 4 5

Q19. Language used in jingles affect your purchasing behavior?

1 2 3 4 5

Q20. Language used in jingles makes you recall the brand?

1 2 3 4 5

My Final Year Project 2 (1)

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