Consumer Attitude Towards Web Sites and Internet Advertising

Consumer Attitude Towards Web sites
&
Internet Advertising
RESEARCH STUDY
Atif Abbas
Atif Abbas
Research Scholar
atieph@yahoo.com
Survey Methodology
Research Design
Universe of the Survey
Commonwealth Executive Master of Business Administration (CEMBA) Department of
Allama Iqbal Open University (AIOU) (Islamabad) and Study Centers in Rawalpindi and
Lahore {Pakistan}.
Unit of Analysis:
Student of Master of Business Administration & Public Administration.
Time Dimension:
Data was collected in the period of November 2010 March 2011.
Characteristics of Interest:
Opinion of students on web sites and Internet advertisements.
Mode of Observation:
Survey
Population Size:
Students of CEMBA program in Islamabad (Open University), Rawalpindi and Lahore Study
Centers.
Sampling Unit:
A student
Sample Design:
Two-stage disproportionate stratified random probability sampling. The stratification plan
consisted of Primary and Secondary Sampling Units.
Primary Sampling Unit (PSU) was semesters of CEMBA whereas Secondary Sampling Unit
(SSU) was students within each sample PSU to be selected using simple random sampling
method.
Sample Size:
170
Response Rate:
96%
Data Collection
Technique used was Quantitative: Survey
Collection Procedure: Questionnaire Method
Observation Tool: Questionnaire
The research work is based on a study, Consumer response to Web sites and their influence on advertising
effectiveness by Ronald E. Goldsmith and Barbara A. Lafferty.
Commonwealth Executive Master of Business Administration (CEMBA)
Allama Iqbal Open University (AIOU) Islamabad, Pakistan
Survey Demographics

Gender
Age Brackets

Education
Job Status

Semester of CEMBA/CEMPA

Internet and Traditional Media

For how long, you have been using Internet?
Overall Response and on Gender basis
Response on basis of Job Status

For what purpose, you use Internet?

10
How often you prefer Online shopping to visiting the bazaar?

11
Have you ever:

a) Provided Feedback (to Internet retailer)
b) Completed a Survey (for Internet retailer)
c) Communicated with other Users of a product/service

12
Classify time you spend (in a weekday) on the following in percentage:

a) Watching TV
c) Reading printed Magazine
e) Internet
b) Listening Radio (over the air)

d) Reading printed Newspaper

Classification of Hours per Weekday (%)

Classification of Hours per Weekday (%)

13
Classify time you spend (in a weekend day) on the following in percentage:
a) Watching TV
c) Reading printed Magazine
e) Internet
b) Listening Radio (over the air)

d) Reading printed Newspaper

Classification of Hours per Weekend day (%)

Classification of Hours per Weekend Day (%)

14
Which medium influences more when used for advertising?
Overall response and on Gender basis

Responses
Overall
Male
Female
Average Ranking Average Ranking Average Ranking
a. Internet / Web site
2.43
2
2.56
3
1.83
1
b. TV
1.78
1
1.74
1
1.93
2
c. Newspaper
2.55
3
2.48
2
2.86
3
d. Magazines
3.82
4
3.80
4
3.90
5
e. Radio
3.99
5
4.05
5
3.72
4
* In Graphical Mode highest column narrates medium preferred the most for advertisement.

15
Which medium influences more when used for advertising?
Responses on basis of Job Status
a. Internet / Web site

b. TV
c. Newspaper
d. Magazines
e. Radio
Student
Employed
Average Ranking Average Ranking
2.13
2
2.50
2
1.92
1
1.68
1
2.68
3
2.50
3
3.68
4
3.89
4
3.82
5
4.07
5
Self-Employed
Average Ranking
2.80
3
2.30
1
2.50
2
3.60
4
3.70
5
* In Graphical Mode highest column narrates medium preferred the most for advertisement.

16
Information on Internet is in access of all.

17
Seeking information on Internet is convenient in comparison to other mediums.

18
Internet crimes cause insecurity.

19
On Internet, one can privately look at the content one wants to.

20
Web sites Ads and Brands

21
Design of a companys web site plays major role in online sale.

22
Web Ads are more fascinating.

23
Web Ads allow access to information with just a click.

24
Web Ads can immediately develop interest in the product/service.

25
Pop-ups can increase awareness of the Ad.

26
How often you read banners on web pages, advertising a brand:

27
How often does it happen that you purchased product of a brand after watching
advertisement on the web (of that brand)?

28
In general, on visiting web site of brands, the experience:

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

29
On viewing Web Ad of the following brands:

1) Nestle
the experience,
a) Improved your view of the brand
b) Detracted from it
2) Nokia
3) Nike
c) Had no effect

30
Internet Advertising

31
Generally, when compared to other media, advertisements on Internet provide more

information.

32
In comparison to Ads on other media, conscious about taking steps because of privacy.

33
Ads on Internet cause irritation because of frequent intrusion.

34
Ads on Internet are usually muddled and difficult to read in comparison to ads on other
media.

35
Like on television or radio, Internet Ad doesnt reach me - I have to stumble across it.

36
Commonwealth Executive Master of Business Administration and Public

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

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Consumer Attitude Towards Web sites

Commonwealth Executive Master of Business Administration (CEMBA)

Commonwealth Executive Master of Business Administration (CEMBA)

Commonwealth Executive Master of Business Administration (CEMBA)

Commonwealth Executive Master of Business Administration (CEMBA)

Internet and Traditional Media

Commonwealth Executive Master of Business Administration (CEMBA)

For how long, you have been using Internet?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

For what purpose, you use Internet?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

How often you prefer Online shopping to visiting the bazaar?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Have you ever:

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

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

b) Listening Radio (over the air)

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

b) Listening Radio (over the air)

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Which medium influences more when used for advertising?

Overall response and on Gender basis

Commonwealth Executive Master of Business Administration (CEMBA)

Which medium influences more when used for advertising?

Responses on basis of Job Status

a. Internet / Web site

Commonwealth Executive Master of Business Administration (CEMBA)

Information on Internet is in access of all.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

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

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Internet crimes cause insecurity.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Web sites Ads and Brands

Commonwealth Executive Master of Business Administration (CEMBA)

Design of a companys web site plays major role in online sale.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)

Web Ads are more fascinating.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA)