EFFECT OF ADVERTISMENT ON MALE Vs FEMALE BUYING BEHAVIOR

GROUP MEMBERS Anila Muhammed Bashir Fatima Syed Moeeza Saeed Syed Usman Wazir Zain Malik

ACKNOWLEDGEMENTS

Only until you have climbed the mountains can you look behind you and see the vast distance you have covered, and remember those youve met along the way who made your trek a little easier. Our Report has finally been completed, after many miles of weary travel, We look back to those who helped us turn it into reality and offer our heartfelt thanks: to Allah almighty, for the strength and wisdom: to our Instructor Mr. Ammar Waheed, for his precious time and instructions. We would also like to thank to Mr Salman Shehzad who really helped us in using the statistical tools. And last but certainly not the least, to each other, whose presence served help more than anyone.

CHAPTER 1 RESEARCH PROPOSAL

Abstract In this research paper, we have studied the impact of advertisements on male vs. female consumer buying behavior. We have take into account various variables like age, gender, brand recall and effect of advertisement in order to drive a relationship between advertising and consumers decisionmaking regarding purchase. Men and women perceive advertisements differently and hence both genders require different persuasive techniques. We have taken neutral products/services for this analysis so as to provide both the genders with same circumstances to come up with an objective comparison. A broader age bracket of 18-60 years has been taken as the sample for this research, which was further divided into sub groups as per our requirements. For this, we focused on the Rawalpindi/Islamabad region in order to support the market trends of that particular region. This would help the firms in creating marketing strategies focused to both the genders, separately. In the end, we worked on our research topic to either prove or disapprove our proposed hypotheses.

Problem Statement Men and women have different tendencies of being affected by advertisements. This is why companies do not know exactly that which customer group, men or women are easier to influence through marketing campaigns. Therefore, the advertising budget is not spent accordingly to come up with a precise promotional campaign needed. If targeting men is easier, then the marketing should be done accordingly and if affecting women is easier, then the marketing campaign should be tailor made in order to reach that customer segment in a more effective manner.

This shows that companies lack the awareness of whom to target through their promotional campaigns. Whether females would be easier to effect through the advertisements or males, this still hasnt been proven according to the Pakistani market. Based on all this, it can be stated that the companies end up spending a lot of their advertising budget on irrelevant target audience. Sometimes, when `targeting and attracting one specific gender would be more profitable, companies keep wasting their resources on marketing on a mass scale, which results in an unnecessary burden on the already scarce resources.

Research Objectives This research paper was basically intended towards identifying the general trend in the effect that advertising has on the buying behavior of consumers. The consumers have been specifically studied in accordance to their respective gender. An important factor under study was that who is impacted more by any advertisement; whether it is males or females. Another important factor that was studied was that customers belonging to which gender have a better brand recall. This is because brand recall plays a very important role in the resulting purchase; if a consumer can recall the brand, he/she will most probably buy it. For this research, a few hypotheses have been enacted: Hypotheses IIIIIIIVWomen have more spontaneous buying habits as compared to men. Men and women perceive advertisements differently. Brand recall leads to purchase. Women have better brand recall as compared to men.

V-

Brand recall differs in different age brackets.

The main form of our research was exploratory study because there was not much material regarding this specific topic already available. The data that was already available was mainly regarding the foreign markets. We intended to conduct this research in our domestic market, which is Pakistan and hence we needed data regarding the consumers from this region specifically. Therefore, first hand research was carried out by exploring the consumer characteristics in this region specifically on a sample of around 500 people within the chosen age bracket of 18-50years in Rawalpindi.

Literature Review Consumer buying behavior is an important area of research for marketers and business developers. The importance of studying consumer buying behavior is imperative from the fact that most product launch features, marketing strategies and positioning strategies are made under the influence of consumer buying trends. These trends are further integrated with regards to gender i.e. male consumer buying behavior vs. female consumer buying behavior. In this regard the persuasiveness of a particular product is different for each gender. This paper builds on earlier papers to propose a model of gender based buying behavior with regards to the impact of advertisements leading to a higher brand recall.

We included gender based on Block and Morwitzs (1999) study about the use of shopping lists. Cobb and Hoyer (1986) found that women are more likely to plan their purchases than men are. Block and Morwitz (1999) attribute this tendency to three reasons. First, traditionally, females have been in charge of grocery shopping. Second, because of such traditions, females tend to know more about stores and products. Third, also due to

their traditional role, females have a better idea about inventory levels when they go shopping than males do (Goldman and Johansson, 1978; Urbany et al., 1996). Thus, it is not surprising that Block and Morwitz (1999, pp. 361-2) found that the probability that a purchased product was on a planned list was higher for females than for males. They concluded: The probability that an external memory aid [formal or informal shopping list] was used for an item given the item was purchased, is greater if the shopper is female. Therefore, females, who abide by pre-planned lists (written or mental), will exhibit lower levels of compulsive purchase behavior than males will. Measuring advertising effectiveness differences offers the direct marketers the opportunity to spend the advertising money in a more targeted mode. Studies concerning males vs. females general advertising effectiveness levels indicate that gendered differences are apparent. Genders magnitude as a variable for market segmentation is positioned on the fact that it meets several requirements for successful implementation including: Identifiability Accessibility Measurability Responsiveness to marketing mix elements; and Profitability (Darley and Smith 1995)

Three types of processes/purchase types have been recognized in the context of this research (Solomon, 2002). First, unplanned buying occurs mostly when a consumer is unfamiliar with a stores layout, is under time

pressure, or is reminded of the need to buy if an item when seeing it on the shelf. In contrast, impulse buying is an outcome of a sudden consumers irresistible urge to buy an item spontaneously. Finally, compulsive buying refers to consumers repetitive shopping, at times excessive, because of boredom, tension, or anxiety (Solomon, 2002), which both can then be attributed to brand recall and advertisement effect. Previous research has shown that In line with our theoretical arguments, gender was a significant predictor of buying behavior based on brand recall. Thus, our study has provided additional support to earlier research on impact of advertisement on males vs females with regards to brand recall (Block and Morwitz, 1999) and leading to buying decision (Cobb and Hoyer, 1986). Apparently, as argued by Block and Morwitz (1999), Pakistani females are still in charge of grocery shopping and serve as family experts on stores and products in many families. Additionally, in line with their traditional roles, females recognize inventory depletion when they go shopping (Goldman and Johansson, 1978; Urbany et al., 1996). Because of their traditional roles as house-makers, females in our study were more likely to exhibit a tendency for advertisement based purchasing. As house chores are split more evenly in developed countries, the expertise of both husbands and wives may be more evenly divided than it was in the past. Future research might examine the impact of gender in more complex societies, such as certain mid-east and central asian countries.1 Additionally, previous research has established differential gender roles across products. The seminal work of Davis and Rigaux (1975) added structure to the study of family decision-making roles (Davis, 1970). They identified three phases of decision-making: problem recognition; search for information; and final decision. The roles and relative influence of husbands
1

Shoham A., Makovec Breni M. (2003), Consumer Buying Behavior, Journal of consumer marketing, volume 20 Issue 2, p 127-138

and wives differed based on decision-making stage and product type (MooreShay and Wilkie, 1988; Wilkes, 1975; Yavas et al., 1994). Davis and Rigaux (1974), Bonfield (1978), and Putnam and Davidson (1987) found that decision-making tends to become more syncratic or joint in more advanced stages (Moore-Shay and Wilkie, 1988; Shuptrine and Samuelson, 1976). It is a notable fact that women plan what to buy; therefore a topic for significant future research is to analyze if their purchases are planned, for all the products or if the compulsive decisions are restricted to the female dominant products. Hence the basis of our research was established on following research papers: 1. Web advertising: gender differences in beliefs, attitude and behavior, Lori D wolin, Pradeep Korgaonkar 2. Gender, Identity and the consumption of advertising, Margaret K Hogg and Jade Garrow 3. The effects of Multiple ads and multiple brands on consumer attitude and purchase behavior, Lefa Teng et al 4. Understanding demographic effects on marketing communications in services, Maureen Fitz Gerald, David Arnott 5. Effectiveness of advertisement on a high and low loyalty consumer segments by S.P. Raj, 1982 6. Pioneering experiment in assessing advertisement effectiveness by T.E.Coffin 1963 Importance/Benefit of study This research is beneficial, firstly, for the advertising agencies, as it will become easier for them to formulate the exact integrated marketing strategies for their customers so as to target the respective audience of the

organization. It will also help the organizations to optimally distribute their marketing expenditure over different mediums of advertising, catering to their target group. It will also provide a platform to the market researchers of the respective organization to devise the marketing budget in accordance with a perfect balance between the medium chosen and the audience targeted. This will support them in identifying their target segment that they can influence and which can work in their favor. Hence getting the maximum return on what they will invest for marketing their product/services. It will also guide the marketers to identify the factors that influence the audience more effectively in any advertisement and so those can be worked on. Also it will be analyzed that how men and women perceive advertisements differently and hence what are the factors that lead to their purchase decision. This study has helped us in solving the dilemma as we have become able to identify the factors of advertisement that co-relate with each other or in any way affect the male and female buying decision. How well the product or service is communicated, can be analyzed by the buying trends of the consumers. It can be further broken down into different genders, as both the genders perceive advertisements regarding the neutral products/services differently and hence require different persuasive techniques.

Research Design The basic point of this research paper was to analyze how advertising affects male and female consumers differently. For this, a few hypotheses had been developed which have been stated above. We observed the behaviors of both these consumers through different means so that the hypotheses that we have come up with can be verified or proven otherwise.

Considering the extensive nature of the topic under study and the level on which we were, it was obvious that we had to bind our research to a controllable scale. For this purpose, our research was limited to data related to just two cities namely Rawalpindi and Islamabad. Dependant and Independent variables were identified as per the data collected. The age bracket that was being analyzed for this purpose was between 18-50 years of age that is covering the young and adult age group. We selected this group because we believed that a major chunk of our population of purchasers fell in this age bracket. Some of the techniques that were used to collect the data for our research was mainly qualitative as no previous data was available on such a topic especially for Pakistan. They were as follows:
1. Surveys a sample size of 1000 will be surveyed constituting of both

the female and male population with equal proportions. This survey would help us to analyze how males and females respond differently to different advertisements and this will show how their attitudes towards products are shaped. The surveys would provide us with data directly filled out by the customers themselves and as was said earlier that there isnt much data available regarding the customers of the area that we are researching on, these surveys will act as the starting point for some of the variables that we have to study.
2. Interviews

This would involve interviewing some customers

randomly in order to analyze customer behavior through a more personal approach. A discussion with the customer can sometimes uncover several factors, which we could have previously missed out on.
3. Focus Group this will involve carrying out a discussion in a

controlled environment. This discussion will basically help us in

determining whether males and females have different views regarding different advertisements that we will raise a discussion on. Both the genders will be in the same environment and under same conditions because of which unreasonable variations cannot arise in the response. Based on this data, the qualitative techniques will give us an in-depth analysis that would lead to our findings. Data Analysis As per the objective of our research that is to study the impact of advertisement on male vs. female consumer buying behavior, we plan to carry out the preliminary research through the surveys, interviews and focused group discussions of random consumers. The quantitative techniques being regression analysis and few selected SPC tools, will then be employed once the data has been collected which will give us an objective overview of the data. Once the data has been analyzed, conclusions will be drawn based on the extensive study that would be completed. For this purpose, the following quantitative techniques will be utilized:
1. Regression

Analysis this will measure several relationships

between some dependant and independent variables that we will be indentifying in this research. These relationships will assist us in reaching to conclusions regarding whether advertising has a different impact on males and females.
2. Coefficient of correlation to analyze the correlation between the

different variables so as to support the respective hypothesis.

3. SPC

(Statistical

Process

Control) identify the relationship

between the cause and effect variables. The previously mentioned hypotheses will be analyzed by qualitative and quantitative techniques. As for assumptions, we have assumed advertisement being the independent variable; dependent variables that we

have identified up till now would be brand recall, gender, age and educational level. The data required for this will directly be collected from surveys and interviews of the consumers of our sample. For this the survey form will be built such as to cater to these data requirement. Limitations for our research study would be that it will just cater to the Rawalpindi/Islamabad region. Other would include the dependent variables identified above. Our research study can be generalized provided the similar circumstances that we have taken up for this paper. It may also include other cities or even countries with similar cultural and demographical aspects. Further research in such regions would help in generalizing the findings of this research.

Nature and Form of Results We have presented our result in different forms for example graphical representation of statistical data, tables, charts and figures. These techniques would help us in the evaluation of our results.

Facilities, Resources & proposed Budget Following are some of the items and their approximate costs that might be required for the conduction of our research:

Recourses

Quantity

Cost

Total Cost

Computer 1) Personal home 2) E-commerce Lab computer 3) Laptops Internet 1) Micronet Broadband (DSL) --(home) 2) Micronet Broadband (DSL) (E-commerce Lab) Printer 1) HP (At home) 2) E-commerce Lab Printer Stationary & binding Online Journals/Emerald Instructors Cooperation Traveling Expenses Total 2 Printers N/A --N/A N/A 5 persons --N/A Computer at Pc 2 E-com computers 5 Laptops - 2

N/A

N/A

Rs. 1200

Rs. 1200

N/A

N/A

Rs. 1400 per Rs. 1400 cartridge N/A Rs. 500 N/A N/A ----N/A Rs. 500 N/A N/A Rs. 1000 Rs. 4100

CHAPTER 2 RESEARCH DESIGN

Description of Research Design

Description The degree to which the research question Formal Study has been crystallized The method of data collection Communication Study The power of the researcher to produce Experiment effects in the variables under study The purpose of the study Casual Study The time dimension Cross-sectional Study The topical scope, breadth and depth of Statistical Studies the study The research environment Field conditions The participants perceptions of research Daily Routine activity

Formal Study In our study we formulated four basic hypothesizes and then carried out the whole research process to test those hypothesizes. Basically it was to check which one among those holds true or even false in some of the cases. In short this is a formal study because hypothesizes were formulated in the very beginning and the entire research was carried out to prove or disapprove those. Communication Study In this method of data collection it is the responsibility of the researcher to question the subjects and record the respondents response by personal or impersonal means so that the data could be used as a basis for testing the hypothesis by using various statistical tools. We call our study a communication study because in the initial stages we devised a formal questionnaire. Also to have a fair idea about consumer response we had a pilot testing session taken place online

as well. Both the questionnaires are attached in the appendix. Therefore our method of data collection falls under the communication study. Experiment Experiment provides the researcher with enough flexibility to manipulate the variables in the study so as not to distort the overall result of the study. For example one of our hypotheses was that women are more spontaneous shoppers than men; that is they tend to buy things which they have not even planned. In order to test this hypothesis we have assumed that all the women in our sample size belong to the income group who has the purchasing power of buying products/services on instinct while they are shopping; which actually means that money is not a constraint in this case whereas a more practical approach would be that there are income groups where women do not have the budget to accommodate products/services bought at an impulse. Casual Study The main objective of research was to analyze the effectiveness of marketing mediums on the male/female buying behavior; with our main focus on their brand recall ability. Therefore through out the research we made an effort to explain the relationship among our variables and that is it true that females have a better brand recall then men or for that matter what is the effect of using television as a marketing medium compared to a billboard. Cross-sectional Study We believe our study to be so as our study wasnt extended over a period of time but it was conducted over a continuous point in time. The entire project was completed within a time frame of approximately 12 weeks. Statistical Studies - These types of studies mainly emphasize on highlighting the breath of the topic. This means that the one aspect of the entire topic will not entirely discuss the problem statement in detail with relation to the male/female buying behavior and marketing medium

effectiveness. The results of the study are being supported by using statistical tools and techniques such as descriptive statistics. Field Conditions The whole study was conducted under the actual environmental conditions so as not to leave any room for manipulation. Participant Perceptions the participants involved were surveyed under the routine environment so as not to effect, mould or manipulate the natural perception of the respondent.

Independent Variables (IV) & Dependent Variables ( DV) The dependent variable is the effect of advertisement; and the independent variables are brand recall, gender and age respectively. Below is a tabular representation of the two types of variables categorizing the data types that they individually fall into. Variables Dependent Data Type Nominal Ordinal Ratio Variable Effect Advertisement Independent Variable of Brand Recall Gender Age

Research Methods Communication Methods Chosen

1. Self-administered Survey A Survey was conducted in the Rawalpindi/

Islamabad region.
a. Sample survey & measurement scale types:

Gender: Age: City:

Male/Female (18-25)/(26-40)/(41-50) Rawalpindi/Islamabad

The following table shows the variables that are measured in specific hypotheses along with their data types, respectively. It also tells about the corresponding types of measurement scales used against the respective data types. Sample questions from the survey can be seen.

Hypotheses

Variable Measured

Data Type

Measurement Scales

Sample Question Number

H-I

Gender

Nominal

Multiple Choice 1 and 2 (single response)

H-II

Affect ts

of Ordinal

Ranking (forced), Multiple Choice (single response)

3, 4, 5 and 6

advertisemen

H-III

Brand Recall

Ordinal

Multiple Choice 7, (single response), Free response

8,

9,

10

and 11

The questions were categorized as per the hypothesis taken up for the research. Following measurement scales were used in making the survey. The survey is attached in the appendix. Multiple choicesingle response Forced Ranking Scale Free Response

2. Interviews although we could not conduct formal interviews. However

while conducting the surveys we realized that most of the respondents did not have the know how of how to go about it. So during those sessions we not only administered them but also interacted with them so as to make things sensible and easier for them.

CHAPTER 3 FINDINGS

H-1 Women have more spontaneous buying habits as compared to men Following findings were made on the basis of our survey; the findings are represented on the basis of males vs. females. Females: 36% females in the age strata of 18-25 have responded YES to the question that they make a shopping list and plan their shopping. Similarly, 56% of females in the strata of 26-40 responded that they also plan their shopping and 48% of the females in the age strata of 40-50 responded that plan their shopping. On the other hand 12% of the females in age strata 18-25 responded YES to the question that they stick to the shopping list they have planned for. In this regard, 6% of the females in the age strata 26-40 were the ones that stuck to the planned shopping list and 24% of females in age strata 40+ stuck to their shopping list. Males: 10% males in the age strata of 18-25 have responded YES to the question that they make a shopping list and plan their shopping. Similarly, 28% of males in the strata of 26-40 responded that they also plan their shopping and 58% of the females in the age strata of 40-50 responded that plan their shopping. On the other hand 20% of the males in age strata 18-25 responded YES to the question that they stick to the shopping list they have planned for. In this regard, 36% of the males in the age strata 26-40 were the ones that stuck to the

planned shopping list and 34% of males in age strata 40+ stuck to their shopping list. H-2 Men and women perceive advertisements differently In this regards our questionnaire was as such so that to measure the perception of advertisement depending on gender. The questionnaire was designed to find the most effective medium of advertising that influences males vs. females and theme of the advertisement as well as the perception that whether advertisements portray a true picture of a particular add or not. Similarly, the attractive attention of a particular add was also found with regards to respective gender as well. Females: 64% of the females in the Strata of 18-25 rate TV as the highest medium of influence through advertisement, where as 92% of females in the strata of 26-40 rated TV as the highest medium of influence and similarly 76% of the females in the strata of 40+ have rated TV as the highest medium as well. On the same note, 40% of the females in the strata of 18-25 rated humorous theme followed by 28% rated that celebrity endorsed themes are most appreciated in advertisements. Where as 46% females in the strata of 26-40 rated emotional theme as the most influential factor followed by 32% females in the strata of 40+ rated humorous data as most influential. When asked whether advertisements give a true picture of a product or service and to what extent advertisements attract their attention. 52% of the females in the 18-25 strata rated that they are not sure whether

the advertisement portrays a true picture of a product or not. This is followed by 44% females of the same strata that feel that they are to some extent attracted by the advertisement. Similarly none of the females in the strata of 26-40 feels that advertisements give a true picture of the product or service that is marketed. Followed by 35% females of this strata felt that they are somewhat influenced/attracted by an advertisement that catches their attention. Where as 22% of the females in the strata of 40+ says that advertisements do portray a true picture of the product or service being marketed. And 50% of the females of this stratum feel that advertisements attract their attention a lot. Males: 70% of the males in the Strata of 18-25 rate TV as the highest medium of influence through advertisement, where as 52% of males in the strata of 26-40 rated TV as the highest medium of influence and similarly 66% of the males in the strata of 40+ have rated TV as the highest medium as well. On the same note, 34% of the males in the strata of 18-25 rated humorous theme followed by 24% rated that celebrity endorsed themes are most appreciated in advertisements. Where as 44% males in the strata of 26-40 rated informative theme as the most influential factor followed by 66% males in the strata of 40+ rated celebrity endorsed themes as most influential. When asked whether advertisements give a true picture of a product or service and to what extent advertisements attract their attention. 64% of the males in the 18-25 strata rated that advertisements do not portray a true picture of a product. Similarly 52% of the males in the strata of 26-40 feel that advertisements dont give a true picture of the product or service that is marketed. Where as 44% of the males in the

strata of 40+ says that advertisements do not portray a true picture of the product or service being marketed. And 50% of the males of this stratum feel that advertisements attract their attention a lot. H-3(a) Brand Recall leads to purchase: In this regard our questionnaire was as such so that to find whether brand recall leads to purchase or not. And we found that 58% of females in the strata of 18-25 against 58% of males in the same strata are sure that an advertisement had created an inert feeling in them to try out a product thus leading to purchase behavior on the basis of brand recall. Whereas 56% of the females in the strata of 26-40 against 36% of the males in the same strata feel that an advertisement had created an inert feeling in them to try out a product thus leading to purchase behavior on the basis of brand recall. Similarly 52% of females in the strata of 40+feels that an advertisement had created an inert feeling in them to try out a product thus leading to purchase behavior on the basis of brand recall against 44% males in the same strata felt that advertisement had not created an inert feeling in them to try out a product so that to lead to a purchase behavior on the basis of brand recall. H-3(b) Brand Recall In this regard our questionnaire was designed to ask both the genders whether their purchase decision is based on brand recall or not and how often. And to test their brand recall capacity with regards to gender we designed questions that specifically targeted their brand recall capability.

Our findings thus are that 78% females in the strata of 26-40 rarely make their purchase on the basis of brand recall and 60% of the males in the strata of 40+ rarely make a purchase on the basis of brand recall. And 38% females and males of the same strata of 18-25 often make a purchase on the basis of brand recall. With regards to the analysis of brand recall capacity, we found that 37.33% females have a strong brand recall while 21.33% males have the same capacity of a strong brand recall.

CHAPTER 4 ANALYSIS

Hypothesis 1: Women have more spontaneous buying habits as compared to men. The first two questions were meant to test this hypothesis. The respondents were asked whether they make a list before going for shopping or not and that whether they stick to that list or not. According to the response that we got, we came to know that around 32% males did planned shopping while 46.7% of the females agreed that they made a shopping list. This obviously shows females are more planned shoppers as compared to men. Males who did not plan their shopping were 50.7% which is far higher than 26.7% females; this shows that males are much more spontaneous than females when it comes to shopping. In the second question, we observed that 39.3% men did not stick to what they had planned for shopping while most of the females, i.e. 57.3% claimed that they did not stick to their shopping lists. This means that even if these women had planned their shopping, they did not end up following it and hence they can be proved to be more spontaneous buyers as compared to men. Hence the first hypothesis can be safely taken as true. H1: ACCEPTED

Hypothesis 2: Men and women perceive advertisements differently.

This hypothesis was tested from four different angles. Firstly we observed that which advertising medium was more effective for each gender, then we saw that what kind of advertisement themes were preferred by males and females, after that it was inquired whether men and women believed that advertisements were true or not and lastly it was asked that to what extent did advertisements attract their attention. These different angles gave us the opportunity to see how advertisements were perceived differently by men and women. The exposure of different advertising mediums is different among both the genders. This was evident by the results in which we saw that although men and women both ranked TV as the most effective while billboards as the second most effective medium, the percentage of women ranking TV as the most important was much more than that of men (women: 77.3, men: 62.7) and the percentage of men ranking billboards as the second most effective medium was much more than that of women (women: 10.7, men: 18.7). Also we see that in mens rankings, newspaper turns out to be the third most effective medium while females have ranked radio as the third most important. Side be side, men have ranked radio as the fourth most important and internet as the least important while females have ranked internet as the fourth most important while newspaper as the least important. These findings can be attributed to specific reasons as well. We see that women in our society mostly stay at home while men have to go out for their jobs. This is why men have a higher exposure rate to billboards as compared to women and women have a higher exposure rate to TV as opposed to men. Staying mostly at home, women also tend to listen to radio more as opposed to reading newspapers while men tend to read newspapers more as opposed to radio. These are the reasons why men and women have different perceptions about different mediums. Coming to the second question, we see that women were seen to be most influenced by humorous, emotional and celebrity endorsed advertising

themes. Men on the other hand were most affected by celebrity endorsed, informative and humorous advertising themes. When we compare the percentages, we see that 40.7% men ranked celebrity endorsed advertising as the most effective while only 27.3% women ranked it as the most important. For men, the second most important was informative advertising and third was humorous. For women, the percentage was equal at 27.3% for all their most favored themes. We also see that 14.7% men ranked adventurous advertising as most effective while only 8% women agreed on that. These differences are clearly attributable to the gender differences. Men are more affected by celebrity endorsed advertising as for them, a beautiful model marketing a product would obviously be more attractive than anything else; we can conclude that to be mens nature. Also men are more interested in the facts and figures about everything and so obviously informative advertising is preferred. Women are more emotional as opposed to men and so for them, emotional advertisements are more effective. They are often more affected by the emotional themes and so they arent really bothered about the information being delivered in the ad and that is why that theme has not been ranked very high. Also they are not rough and tough and adventurous like men and so they have ranked the adventurous adverting theme the lowest. So by this we can see that men and women may slightly have similar advertisement choices but the percentages, which prefer different advertisements, are quite different. In question number five; respondents were specifically asked what they thought about advertisements giving a true picture of the products being marketed. As expected, a very small percentage of men and women agreed that advertisements were true. The number of males and females choosing that option were roughly the same. As for people who did not believe that advertisements were true, there was a huge difference in the number of men and women, which believed so. Around 60% males confidently said that advertisements do no portray the products very truly and around 40%

women believed the same. This shows the differing perceptions very clearly. Around 45% women chose the option maybe because they were not really sure about advertisements authenticity. Compared to that, only 24% males chose this option; yet again a visible difference. In the last question for this hypothesis, people were asked that to what extent did advertisements attracted their attention. Around 35% women chose the a lot option whereas only 20% men chose this option. There was also an option of somewhat for people who were not very confident about whether advertisements did or did not attract their attention. Around 61% males resided to this option whereas approximately 49% females ticked it too. The percentage of males who confidently believed that advertisements did not attract their attention at all was clearly more than that of women at about 9% as opposed to just 2%. These percentage differences between men and women clearly depict the differing perceptions that they have about advertisements. It can also be related to the previous two questions. We saw that nearly 60% men believed that advertisements did not give a true picture of the products being marketed. Still around 61% said that advertisements somewhat attracted their attention. This shows that men may not believe that advertisements are true, still they attract their attention due to possible reasons like men ranking the celebrity endorsed advertisements very high. H2: ACCEPTED

Hypothesis 3: Brand recall leads to purchase. Here two questions were posed to test this hypothesis. In the first one, respondents were asked whether an advertisement ever created an inert feeling in them to try out a product. Around 37% men said yes to this question while a visibly greater percentage of women (55%) said yes to this

question. Therefore it can also be induced that it is easier to attract womens attention through advertising than men. In men, the percentage, which said a clear No, was around 25% while women who said that an advertisement never created a feeling in them was only approximately 11% as opposed to that. Why men are at a higher percentage here and at a lower percentage in the Yes option is because the emotional quotient is lower in men and that it why they are not easily convinced by advertisements as compared to men. In the second question for this hypothesis, the respondents were asked how often their purchase decision was based on brand recall. Most of the respondents in both males and females chose the Rarely option. Second in line was the often option. This shows an interesting fact; people may like different sorts of advertising themes, they may say that an advertisement did create an inert feeling to try out a product, but when it comes to actually purchasing the products, their buying decision is rarely based on brand recall. This means that the inert feeling created by advertisements was not strong enough to make people actually buy the product. Just getting a feeling is different than getting an intention to buy the product. This means that the hypothesis that brand recall leads to a purchase would not be very authentic as the results show that people may remember a product due to its advertisements but its not necessary that they would buy it too when they remember it. H3: REJECTED

Hypothesis 4: Women have a better brad recall then men. The last three questions of the questionnaire were meant to test this hypothesis. Respondents were asked to list out brands that they recalled from some specific colors, tag lines and celebrities. The results were pretty straight forward here.

In the first question, which was regarding brands recalled from five specific colors, it was seen that the percentage of women who scored the maximum marks, i.e. got all their answers correct, was double than that of men. On average, men scored far less than women in terms of remembering brands from different colors. In the next question, in which respondents were supposed to recall brands from different tag lines, once again females were the maximum scorers. Around 70% women scored seven or above out of a total of ten while men who scored seven or above were only around 40%. This clearly shows the huge difference in terms of better brand recall. For the last question too, the total score was ten and respondents had to list the brands that they remembered from different celebrities. Once again, around 69% of the women were seven and above scorers which was more than double than the males which stood at approximately 30%. We see that when women were inquired about the most effective marketing medium and advertising theme in their opinion, they had chosen TV and an emotional advertising theme. This shows that women usually spend more time at home watching TV as the working woman concept has not evolved in our society very deeply till now and also they are more emotionally attracted to the ads as opposed to men. This is why women tend to remember what they see more as compared to men. We also saw that when it was inquired whether advertisements give a true picture of the product being marketed or not, it was seen that mostly women chose the maybe option because of which we can say that they may tend to believe more that ads can be honest and that is why they may watch the ads with a greater interest than men who had mostly chosen that ads are not true. H4: ACCEPTED

Hypothesis 5: Brand recall differs in different age brackets In the results obtained from brand recall questions, it was seen that younger consumers in both the genders had a better brand recall than the other two strata of both males and females. This is because the memory recall is better in younger age and the younger generation today is more in touch with media than the older generations. Another reason for this is that companies tend to target the younger age bracket through advertising campaigns as the younger consumers can influence the buying behavior of their parents and grand parents too. So as this younger age bracket is specifically targeted, the promotional campaigns are bound to affect them more than the older generations and this is also a reason why younger consumers have a better brand recall. H5: ACCEPTED

CHAPTER 5 STATISTICAL MODEL

Statistical Tool We have not used regression analysis as the variables under analysis cannot be regressed with the current format of questionnaire that was prepared for data collection in the initial stage of conducting this research. Currently Mean is the statistical tool that is being used for question number 9, 10 and 11 because of the fact that all the respondents have provided a score as a response to the three questions and therefore it is easier to calculate the mean of both the genders (150 females: 150 Males) so that the average figures of the two major strata can be statistically analyzed. The rest of the questions have been analyzed using mode as the major statistical tool whereas Count was the secondary tool in use. Question 1 & 2 The hypothesis (I) for these particular questions was formulated to analyze whether women had more spontaneous buying habits as compared to men or not. The three response for both the questions were yes, no and sometimes; and the scores given to them were 1, 2 and 3 respectively. Table 1- Descriptive Statistics Q1 & Q2 (Female) Q1 Mean Q2 2.2333 Mean 33 Median Mode 2 2 Median Mode 3 3 2.74

Table 2 - Descriptive Statistics Q1 & Q2 (Male) Q1 Mean Q2 2.1133 Mean 2.5333

33 Median Mode 2 2 Median Mode

33 3 3

Table 15 & 16 show that the most recurring score for question 1 for both the genders is 2 which means that the majority of respondents in the sample size have chosen the option No for this particular question. This means that men and women do not plan their shopping and make a shopping list as well. The mode (3) for question 2 for the both gender indicates that majority of the subjects in the sample size have opted for sometimes(response=3) as a response, making it clear that they sometimes stick to what they have planned for shopping where as sometimes the shopping is done spontaneously Table 3 - Count Q2 Q2 Female Count - Yes Count - No 23 86 Table 17 shows that 86 females out of the 150 strata size do not stick to what they have planned for shopping and there are 50 males who admit that they stick to what they have planned for; this 50 60 means that males have a less spontaneous shopping behavior than women even though the mode for both the genders was the same.

Count - Sometimes 41 Q2 Male Count - Yes Count - No

Count - Sometimes 39

Table 18 shows that females (Yes=61) are more prone to making a shopping list and where as males are less prone to doing so as only 52 males have opted for yes; nut the fact remains that the mode value for both the genders was 2 indicating that shopping lists are not made by majority of males or females; on the other hand 71 males out of the entire strata of 150 opted for No implying that males generally do not make shopping lists. Table 4 - Count Q1 Q1 Female Count - Yes Count - No 61 45

Count - Sometimes 44 Q1 Male Count - Yes Count - No 52 71

Count - Sometimes 27

Question 3 & 4 Question 3 & 4 were included in the questionnaire to analyze hypothesis (II); question 3 had five responses namely TV, billboard, newspaper, internet and

radio and the ranks given to then in the data sheet were 1,2,3,4,5 respectively with 5 being the highest and 1 the lowest. According to table 19, in the female strata of the sample size the most recurring value for TV, billboard, newspaper, internet and radio was 5,4,3,2,1 respectively which indicates that TV ranked 5th by majority of the female elements of the sample size.

Table 5 - Descriptive Statistics Q3 (Female) TV3 Mean Billboard3 4.2533 Mean 33 Median Mode 5 5 Median Mode Newspaper 3.4333 Mean 33 4 4 Median Mode 3.2466 67 3 3

Internet Mean

Radio 2.1266 Mean 67 1.94

Median Mode

2 2

Median Mode

2 1

The statistics in table 10 indicate the same trend as that of table 19 which means that the male strata of the sample size have given the same ranks as that of female strata that is, 5,4,3,2,1 for TV, billboard, newspaper, internet and radio with 5 being the highest and 1 being the lowest. Table 6 - Descriptive Statistics Q3 (Male) TV Billboard Newspaper

Mean

4.4066 Mean 67

3.5266 Mean 67

2.74

Median Mode

5 5

Median Mode

4 4

Median Mode

3 3

Internet Mean

Radio 2.1266 Mean 67 2.2

Median Mode

2 2

Median Mode

2 1

According to the figures shown in table 21 & 22 it can be easily analyzed that the count of males ranking TV on the 5th position are less as compared to that of the female strata of the sample size where as greater number of males have ranked newspaper with the 5th position indicating that men give more importance to newspaper advertisements than men where as for females TV is a more significant advertisement medium. Another trend that can be analyzed is that internet is a medium proffered by males rather then females because the male count oft internet is greater than the male count. Table 7 - Count Q3 (Male) TV Rank 5 Count 93 Billboard Rank 5 Count 27 Newspaper Rank Count Rank 4 Count 30 Rank 4 Count 52 Rank 4 40 5 16

Count Rank 3 Count 9 Rank 3 Count 82 Rank Count Rank 2 Count 8 Rank 2 Count 19 Rank Count Rank 1 Count 10 Rank 1 Count 11 Rank Count 1 5 2 25 3 64

Internet Rank 5 Count Rank 4 Count Rank 3 Count Rank 2 Count Rank 1 Count 7

Radio Rank 5 Count 7 12 17 43 71

16 Rank 4 Count 19 Rank 3 Count 55 Rank 2 Count 53 Rank 1 Count

Table 8- Count Q3 Female TV Rank 5 Count 112 Billboard Rank 5 Count 16 Newspaper Rank Count Rank 4 Count 16 Rank 4 Count 80 Rank Count Rank 3 Count 4 Rank 3 Count 30 Rank Count Rank 2 Count 7 Rank 2 Count 15 Rank 2 29 3 65 4 30 5 3

Count Rank 1 Count 11 Rank 1 Count 9 Rank Count 1 23

Internet Rank 5 Count Rank 4 Count Rank 3 Count Rank 2 Count Rank 1 Count 3

Radio Rank 5 Count 7 12 24 57 50

10 Rank 4 Count 25 Rank 3 Count 60 Rank 2 Count 48 Rank 1 Count

Question 5 & 6 These two questions were used to analyze hypothesis II which states that men and women perceive advertisements differently. Question number three measured the respondents belief on the statement that if advertisements give a true picture of the products/services being marketed. For question 5 the three responses were Yes, No and Maybe and their scores in the data sheet were 1, 2 and 3 respectively where as the responses for question 6 were extremely, a lot, somewhat, no and not at all while the score given to them were 1,2,3,4,and 5 respectively. Question 5 The most reoccurring value for Q5 fro females and males was 2 whose corresponding response was No; which means that majority of the respondents (male/female) do believe that advertisements do not give a true picture of the products/services that they market.

Table 9 - Descriptive Statistics Q5 & Q6 (Female) Q5 Mean 2.1133 33 Median Mode 2 2

Table 10- Descriptive Statistics Q5 & Q6 (Male) Q5 Mean 2.2333 33 Median Mode 2 2

Table 11 - Count Q5 (Female) Count Q5 (Male) Q5 Count - Yes Count - No 38 57 Q5 Count - Yes Count - No 22 77

Table 12 -

Count - Sometimes 55

Count - Sometimes 51

If we analyze the mode value only then the result deduced would be that men and women do not perceive advertisements differently but the count values presented in the tables above make it very clear that a greater

percentage of men have chosen the response No (Male: 77, Female: 57) and an even lesser number of males have responded Yes (Male: 38, Female: 22); therefore it holds true that men and women do perceive advertisements differently as the number of individuals opting for sometimes as a response were more or less equal for both the genders. Question 6 Question 6 determined the extent to which advertisement attracted both the gender; the responses were extremely, a lot, somewhat, no and never, where as the scores given to the in the data sheet were 1,2,3,4 and 5 respectively. According to the mode values calculated in table 11 and 10, it can be stated that majority of the respondents from both the genders opted for the third response which as undoubtedly somewhat. It clearly indicates the fact that advertisement does attract the attention of both the genders but to a little extent. Table 13 - Descriptive Statistics Q6 (Female) Q6 Mean 2.5333 33 Median 3 Q6 Mode 3 Mean 2.74 Median 3 Mode 3 Table 14 - Descriptive Statistics Q6 (Male) Q6 Count Extremely Count A lot Count Somewhat Count No Count Not at all 12 53 80 3 2

Table 15 - Count Q6 (Female)

According to table 13 and 14 the number of females who opted for the response A lot were greater (53) than that of males (28)which indicates that although the mode was 3 ( response = Somewhat) for the entire sample size, women did show a comparatively positive trend showing that women are somewhat more attracted to advertisements than men. Therefore it is not possible or feasible to completely accept or reject the hypothesis (II) and it can be stated that men and women perceive advertisements differently to some extent.

Table 16 - Count Q6 (Male)

Q6 Count Extremely Count A lot Count Somewhat Count No Count Not at all 16 28 87 17 5

Question 7 This particular question analyzes if brand recall creates a feeling inert enough to lead to purchase; the three response for this question were yes, no and sometimes and the scores entered into the data entry excel sheet of these responses were 1, 2 and 3 respectively.

Table 17 - Descriptive Statistics Q7 (Female) Descriptive Statistics Q7 (Male) Q7 Mean Median Mode 1.94 2 1 Q7 Mean Median Mode 1.94 2 1

Table 18 -

The values in the tables show that the most recurring value for this question for both the genders was 1; and 1 was the score given to the response Yes in this question therefore, it can be said for the entire sample size that advertisements do create an inert feeling to try out a product although this does not imply that this particular feeling is strong enough to lead to purchase as it is very difficult to measure the intensity of the feeling. Anyhow the mean value is exactly 1.94 for both the genders because of the fact that although the most recurring score was 1, there were individuals who had chosen the responses which had been given the score of 2 and 3 ( No and Sometimes ) as well. Table 19 - Count Q7 (Female) Q7 Count - Yes Count - No 74 11

Count - Sometimes 65

Table 20 - Count Q7 (Male)

Q7 Count - Yes Count - No 61 37

Count - Sometimes 53

But if we critically analyze the independent count figures for both genders than it can be stated that the count for the response No was greater by 26 counts which means that although the most recurring score was 1 but a greater number of males responded that advertisements were not effective enough o create an inert feeling to purchase a product. Additionally the count of females for the response Yes was also greater than that of the males and so it can be deduced that females are more prone to being effected by the advertisements than men. Question 8 This question basically analyzes the fact that how often the purchase decision of a buyer is based on advertisement recall; the provided responses were mostly, often, rarely and never and the scores given were 1, 2, 3 and 4 respectively. The descriptive statistics of the independent scores of both the genders have been mentioned below: Table 21 - Male Descriptive statistics (Q8) Descriptive Statistics (Q8) Q8 Mean 2.7466 67 Median Mode 3 3 Table 22 Female

Q8 Mean Median Mode 2.58 3 3

The most recurring value (Mode) is 3 for both the genders and this was the score given to the response Rarely among the total four responses; this actually means that the majority of the respondents out of the total 300 sample size rarely based their purchase decision on their brand recall. Additionally the mean value of Q8 for the female respondents was 2.7 whereas that of the male strata was 2.6 approximately, therefore it can safely be said that both the values are roughly equal for both the major stratas and hence brand recall rarely leads to purchase. The difference of 16% between the mean value for both the genders (male: 2.74 and female: 2.58) is because of the fact that females have a greater brand recall capacity then men as analyzed in question number 9, 10 and 11; it can be assumed that the greater brand recall capacity of women results in the mean which is lower than that of the male mean value but it anyhow remains in the range of 2.5 and 3 referring to the earlier mentioned fact that males and females rarely based their purchase on brand recall.

Question 9,10,11 Female Q 9 (5/5) Q (10/10) 10 Q 11 (10/10)

Mean

4.28

Mean

7.0533 Mean 33

7.6066 67

Male Q 9 (5/5) Q (10/10) 10 Q 11 (10/10)

Mean

3.2617 Mean 45

5.2550 Mean 34

5.1140 94

Brand recall capacity has been measured directly in question number 9, 10 and 11 where the respondents were asked questions and provided with blank spaces to note down the answer; the respondents have been given scores out of 5, 10 and 10 respectively. The individual score of all the respondents (all the age brackets of both the genders) were calculated for the three questions individually and then their means have been combined to calculate a final average score of the entire male and female strata of the sample size. According to the descriptive statistics the: Mean of Q9, Q10, Q11 (Female) = 6.49333 where as the, Mean of Q9, Q10, Q11 (Male) = 4.54362433 Bo the means clearly indicate that females have a better brand recall, as on average every female score 6.5 out of 10 in the last three questions; whereas all the males had an average score of 4.5 out of 10 as the mean for the same set of questions. If the percentage is calculated then it can be safely said that the brand recall of women is better by 20% than men. This figure can be marked valuable for marketers as they can increase the

marketing expenditure targeted at females by the same percentage so that their campaigns can be more efficient as the brand recall of females is much better if compared to men; although it has yet to be analyzed if brand recall leads to purchase as well.

CHAPTER 6
CONCLUSION & RECOMMENDATIONS

Based on all the findings and analysis, we have come to the following conclusions: Women are easier to target and affect through marketing due to their higher emotional quotient and TV exposure. It is also more beneficial to target women as their brand recall was also proved to be better so this obviously means that they are more prone to spread the products awareness through word of mouth. Due to these reasons, companies should spend a greater proportion of their marketing budget on targeting women through adverting campaigns based on emotional, humorous and celebrity endorsed themes. TV and billboards are the most effective mediums for marketing to consumers belonging to both the genders. It is not necessary that brand recall leads to purchase but still promotion is important and effective in terms of creating awareness and recall potential in the consumers. Women have a more spontaneous buying behavior as compared to men so point-of-sale advertising can be a point of focus for the companies. Men and women perceive advertisements differently so different advertising themes are important to target both these genders more effectively.

Bibliography

Childs .N & J.Maher, 2003, Gender in food advertizing to children, British Food Journal, volume 105 issue 7, p 408-419

Hogg. M & G. Jade, 2003, Gender identity and the consumption of advertizing, Qualitative Market Research: An International Journal, volume 6 issue 3, p 160 174

Klerk. H & S.Lubbe , 2008, female consumers evaluation of apparel quality: exploring the importance of aesthetics, Journal of Fashion Marketing & Management, volume 12 issue 1, p 36- 51

Ndubisi.N, 2006, Effect of gender on customer loyalty: a relationship marketing approach, Marketing Intelligence & Planning, volume 24 issue 1, p 48-61

Stern.B,1988, Media Use and Gender Differences: Retailing Strategies for Bank Marketers, International Journal of Bank Marketing, volume 6 issue 2, p 20-30

Wolin .L& P. Korgaonkar, 2003, Web advertizing gender differences in beliefs, attitudes and behavior, Internet Research, volume 13 issue 5, p 375-385

APPENDICES

STRATA WISE CHARTS ( FINDINGS)

HYPOTHESIZES WISE CHARTS (ANALYSIS)

Hypothesis-I Women have more spontrnous buying habits as compared to men.

Q1 ) Do you plan your shopping: do you make a shopping list?

Q2 ) Do you stick to what you have planned for shopping?

Hypothesis-IIMen and women percieve advertisments differently.

Q3 ) Which advertising medium do you think is most effective? (Rate, 5 being the highest, 1 the lowest)

Q4 ) How would you rate the following advertisement theme? (5 being the highest, 1 the lowest)

Q5 ) Do you think that advertisements give a true picture of products/services being marketed?

Q6 ) To what extent do you think that advertising attracts your attention?

Hypothesis-III

Brand recall leads to purchase.

Q7 ) Did an advertisement ever create an inert feeling to try out a product?

Q8 ) How often is your purchase decision based on an advertisement recall?

Hypothesis-IV

Women have better brand recall as compared to men.

Q9 ) Which brand comes to your mind from the following colors? (List as many as you remember)

Q10) Fill in the following blanks:

Qno:11) Which advertisement comes to your mind when you think of the following celebrities. (List as many as you remember)

SURVEY H-I men. Q1 ) Do you plan your shopping: do you make a shopping list? Yes No Sometimes Women have more spontaneous buying habits as compared to

Q2 ) Do you stick to what you have planned for shopping? Yes No Sometimes

H-II

Men and women perceive advertisements differently.

Q3 ) Which advertising medium do you think is most effective? (Rate, 5 being the highest, 1 the lowest)

TV Billboard News paper Internet Radio

________ ________ ________ ________ ________

Q4 ) How would you rate the following advertisement theme? (5 being the highest, 1 the lowest) Q5 ) Humorous Informative Adventurous Emotional ________ ________ ________ ________ ________ that advertisements give a true picture of

Celebrity endorsed Do you think

products/services being marketed? Yes No May be

Q6 ) To what extent do you think that advertising attracts your attention? Extremely A lot Somewhat No Not at all

H-III(a)

Brand recall leads to purchase.

Q7 ) Did an advertisement ever create an inert feeling to try out a product?

Yes No Sometimes

H-III(b)

Brand recall

Q8 ) How often is your purchase decision based on an advertisement recall? Mostly Often Rarely Never

Q9 ) Which brand comes to your mind from the following colors? (List as many as you remember) Yellow Blue Red Indigo Green ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________ ____________________________________________

Q10) Fill in the following blanks: Brands _____________________ _____________________ Tag Lines Gaarha jo hai itna khalis jitna pyar

_____________________ _____________________ __________________ _____________________ _____________________ _____________________ _____________________ _____________________ ___

Piyo aur jiyo Connecting people ab sab keh dou thand hai tou kia hua Brrrrrrrrrrrrrrrrrrrr Do the Dew the smart call Hits hard

Qno:11) Which advertisement comes to your mind when you think of the following celebrities. (List as many as you remember) Reema Amna Haq Ali Zafar Shaan Atif Aslam Iman Ali Ali Azmat Reesham ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________

Mahnoor Baloch ________________________________ Shahid Afridi ________________________________