32287418 business reserch effect of advertisement ob buying behaviour of female

8/8/2019 32287418 Business Reserch Effect of Advertisement Ob Buying Behaviour of Female

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B-Admn509 BUSINESS RESEARCH METHODS

FLAMBOYANT MBA PUGC 1


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INTRODUCTION OF THE REPORT

STATEMENT OF PROJECT:

The statement of our topic is

EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OFEFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OF

FEMALESFEMALES

So at the very beginning, well define that what is the advertisement, its history, its

Medias and what are the reasons to advertise.

WHAT IS ADVERTISEMENT?

PAID, MEDIATED PRESENTATION OF INFORMATION ABOUT SERVICES,PAID, MEDIATED PRESENTATION OF INFORMATION ABOUT SERVICES,

PRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCINGPRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCINGCONSUMERS OR THE PUBLIC.CONSUMERS OR THE PUBLIC.

THE ADVERTISER PURCHASES TIME (RADIO, TELEVISION, CABLE) OR

SPACE (PRINT PUBLICATIONSNEWSPAPERS, MAGAZINES, SHOPPER)OR

ON BILLBOARDS OR OTHER DISPLAY OPPERTUNITIES SUCH AS BUS

CARDS.

ADVERTISING IS EVERYWHERE

In our homes

In the supermarkets On the streets

On airplanes

On trains

Even in schools, colleges and universities.

WHY ADVERTISEMENT IS THE GOAL OF INFLUENSING

ADVERTISEMENT IS A PERSUASIVE MESSAGE

HERES why my product (or service or idea) is better than your alternatives

If you buy my product (or service or idea) your life will be improved in this

way



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HISTORY OF ADVERTISEMENT

HERE IS A BRIEF HISTORY OF ADVERTISEMENT IN THE WORLD

Johannes Gutenberg 1441 Inventiuon of Movable Type

Volney Palmer 1841 First Advertising Agency

Robert Bonner 1850 First Great Advertising Campaign

"Doctor" Drake 1860- Patent Medicine

Lydia Pinkham 1890 Patent Medicine

George Rowell 1869 American Newspaper Directory

Francis W. Ayer 1875 Open Contract

John Powers 1880 First Copywriting "Superstar"

Adolphus Green 1890 BrandingJ. Walter Thompson 1885 The Account Executive

Cyrus Curtis Growth of Magazine Advertising

Earnest Elmo Caulkins 1895 Art Direction

John E. Kennedy 1904 Reason-Why Copy

Albert Lasker 1904 The Modern Advertising Agency

Claude C. Hopkins 1906 "Scientific" Advertising

Theodore McManus 1915 Impressionism

Stanley & Helen Resor 1920Social Sciences in Advertising

Women in Advertising

Raymond Rubicam 1923 Advertising ResearchCreative Experimentation

1926 Commercial Radio

Leo Burnett 1930- Inherent Drama

1947 Commercial Television

Rosser Reeves 1950 Unique Selling Proposition

David Ogilvy 1950 Brand Image

Marion Harper 1950-60 Agency Mergers & Integrated Services

William Bernbach 1960 Creative Revolution

Jay Chiat

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

FIRST ADVERTISING AGENCY IN PAKISTAN



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Manhattan Pakistan

Head : Col. Aizaz ul Waheed

Affiliation : None

Brief Intro : We were one of the first Pakistani-owned ad agencies to enter

Pakistans advertising arena and have remained one of the front-runners ever since. Today MPL ranks as one of the top agencies in

terms of business volume and client portfolio.

Serving the promotional needs of numerous clients both Above The

Line (ATL) and through Below The Line (BTL) for the last four

decades, Manhattan Pakistan has now entered in its fifth decade withthe fervor to build brands through consumer insights by converting

buyers into brand believers.

History : We first saw the light of day in 1954, establishing our roots in Karachi,

Pakistan. We operate with a strong family feeling, with 100professionals steering the agency on a straight course towards success!

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

We have helped influence consumer preferences and changinglifestyles.

We are Manhattan Pakistan!

Founded : 1954

Top

Clients

: Instaphone

Askari Bank

PTV

Burraq TelecomPTCL

NOTE: DETAILS OF TOP ADVERTISING AGENCIES IN PAKISTAN ARE

ATTACHED AT THE END OF REPORT IN ANNEXURES.



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MAJOR ADVERTISING MEDIAS

IN 1970S FOLLOWING MASS MEDIAS BOCAME MATURE IN THE WHOLE

WORLD



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Yellow Pages

Outdoor

Internet

Magazine

Television

Direct Mail

Radio

Newspaper

Major Kinds of

Media


NEWS PAPERS (DOMINATE)

TELEVISION

DIRECT MAIL

RADIO

MAGAZINES

OTHERS (BILL BOARDS, TRADE PRESS ETC)

IN 1980s, CABLE ADVERTISING GREW

AND IN 1990s, INTERNET ADVERTISING GREW.

SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPESPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE

MAJOR ADVERTISING MEDIAS IN PAKISTAN

IN THE BOUNDARIES OF PAKISTAN, FOLLOWING MEDIAS ARE WORKING:



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o TV

o Radio

o Media Buying Houses

o Media Representatives

o Media Monitoring Agencies

o Media Marketing Firms

o New Media Companies

o Internet Service Providers

o Major English Dailies

o Major Urdu Dailies

o English Eveningers

o Urdu Eveningers

o English Magazines

o Urdu Magazines

http://www.brandsynario.com/ShowCategory.asp?CategoryID=21http://www.brandsynario.com/ShowCategory.asp?CategoryID=19http://www.brandsynario.com/ShowCategory.asp?CategoryID=10http://www.brandsynario.com/ShowCategory.asp?CategoryID=13http://www.brandsynario.com/ShowCategory.asp?CategoryID=12http://www.brandsynario.com/ShowCategory.asp?CategoryID=11http://www.brandsynario.com/ShowCategory.asp?CategoryID=14http://www.brandsynario.com/ShowCategory.asp?CategoryID=9http://www.brandsynario.com/ShowCategory.asp?CategoryID=25http://www.brandsynario.com/ShowCategory.asp?CategoryID=26http://www.brandsynario.com/ShowCategory.asp?CategoryID=27http://www.brandsynario.com/ShowCategory.asp?CategoryID=28http://www.brandsynario.com/ShowCategory.asp?CategoryID=29http://www.brandsynario.com/ShowCategory.asp?CategoryID=30http://www.brandsynario.com/ShowCategory.asp?CategoryID=21http://www.brandsynario.com/ShowCategory.asp?CategoryID=19http://www.brandsynario.com/ShowCategory.asp?CategoryID=10http://www.brandsynario.com/ShowCategory.asp?CategoryID=13http://www.brandsynario.com/ShowCategory.asp?CategoryID=12http://www.brandsynario.com/ShowCategory.asp?CategoryID=11http://www.brandsynario.com/ShowCategory.asp?CategoryID=14http://www.brandsynario.com/ShowCategory.asp?CategoryID=9http://www.brandsynario.com/ShowCategory.asp?CategoryID=25http://www.brandsynario.com/ShowCategory.asp?CategoryID=26http://www.brandsynario.com/ShowCategory.asp?CategoryID=27http://www.brandsynario.com/ShowCategory.asp?CategoryID=28http://www.brandsynario.com/ShowCategory.asp?CategoryID=29http://www.brandsynario.com/ShowCategory.asp?CategoryID=30


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TYPES OF ADVERTISEMENT:

Product Advertising:

In which manufacturers wants to focus on products



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For example:

Head & shoulders shampoo.

Institutional Advertising

When focus on brand name of the company

For example:

McDonald, KFC.

Informative Advertising

The purpose of the companies to give some sort of information

For example

Telenor informed earlier to its launching of network

Persuasive Advertising

When any company launches a new product

For example

When warid telecom introduces any new package

Reminder Advertising

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

For example

When Pepsi introduces additional taste in bottles as Pepsi twist

Comparative Advertising

When we compare any two products

For example

Supreme vs. Lipton



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Celebrity Testimonial

When companies cast a celebrity in its advertisement

For example

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

Retail Advertising

When shop keepers advertise their shops or malls

For example

Pace

Interactive Advertising

Contact through the telephonic conversation to sell the product.

For example

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

Advertising a Service Instead Of A Product

Advertising services is one of the most difficult type of advertising. You don't

have a tangible product you can put in someone's hand. They can't touch it,feel it, see it or smell it.

For example

Advertisement for new admission opens in university.



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REASONS TO ADVERTISE

Advertising is such an important thing for a business to do, advertising is not just

important for businesses but for things that offer services. Advertising tells people aboutyour product or products so they can be sold. Big companies such as McDonalds and

Colgate Palmolive don't need to advertise because their products are already known

throughout the world, but when these two first came out they would have had to havespent millions of pounds on advertising to get them to the stage where they are now.

The following may be the maximum reasons to advertise



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Produce leads

Educate prospects about the benefits you offer

Expand into new markets

Influence the people who influence others (the trendsetters)

Make your name known to people who have never heard of you

Pre-sell your offering (prior to the sales person's call) Expand upon a public relations story

Tell the story of your company

Add authority to your message (by putting it into print, people equate advertisingwith success)

Build your corporate identity

Build confidence in your product/services

Dispel an ugly rumor Keep your name in the forefront of your customers' minds

Head off competitors

Go after competitors' business

Prove your quality with success stories Make your stockholders happy

Assert your leadership

Maintain a constant public presence

Help your direct mail pay off

Announce the existence of your product

Gain credibility Become a brand name

Establish a niche

Highlight testimonials from satisfied customers

Test something

Create a desire to buy

Make sales

Obtain names for your prospect or customer mailing list

Inform many people at the same time

Motivate people to call or e-mail or send coupon

Engage in research by studying the profiles of respondents

Prove your superiority

... to earn a profit



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PROS AND CONS OF ADVERTISEMENTS

Advertising - Good or Bad?

"Advertising - Good or Bad"

In today's society, one must consider Is there any advantage of

advertising? In many cases it is only disadvantage



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- An annoying hindrance in our daily lives. It gets on our nerves, distorts the

truth, and adds to the cost of the product. Advertising is designed for one

purpose - to sell. To achieve this goal, advertises are willing to stretch and

distort the truth, just to convincing people to buy their product. For

example, an advertiser may convince buyers to purchase their product by

stating that has been tested and found superior. In reality, the product is not

likely to be better than any other - the tests themselves doubtlessly

conducted by the promoting company - conducted to ensure at least

something is superior about the product, even if it is only the color. These

advertisements are worded carefully so that they are telling the "literal truth"

- the truth is exactly what the words say, although people misinterprets the

message by using conversational logic as something different - something

better. By using ingenious tactics like these, the populace is deceived into

buying a product that may not do what is required, or a product which a

buyer may have never really needed. This is why advertising is a bad thing,for our society.

FOLLOWING ARE THE BASIC ADVANTAGES AND

DISADVANTAGES OF ADVERTISMENT.

Advantages Disadvantages



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Attracts a large audience

Gains pass along

readership

(for print)

Low cost per contact Many alternatives

available

Control over message

content;

message can be standardized

Message study possible

Editorial content

surrounds ad

Self-service operationspossible

Standardized messages

lack

flexibility

Some media require large

investments Geographic flexibility

limited

Some media require long

lead

time

Some media have high

throwaway rate

Some media limit the

ability toprovide detailed information

PURPOSE OF RESEARCH:



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EFFECT OF ADVERTISEMENT ON THE BUYING BEHAVIOR OF FEMALES:

As our basic research process is concerned with the effects of advertisements

on the buying behavior of females so on this regards well conduct a full

research process to evaluate that how much the advertisement affects the

buying behavior of females.

As it is a very known saying that

Customer is the king of the market

Now here we believe that females are the queens of the market.

As large areas of markets are occupied by the females so their buying

behavior means a lot for the manufacturers. They must be very careful in

their marketing strategies and should consider the females attitude towards

consumption of their product.

Now here our basic purpose of research is to come to the result that what are

the basic things regarding to products that largely affect the buying behavior

of females and how much advertising influence their buying. When well get

our findings then well give very fruitful suggestions to the marketing

departments of the organizations that how they can increase their sale

amongst the females.



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RESEARCH PROCESS

Now coming towards the basic topic, well start from here the major portion of our report

which is the research process through which well conclude what we find and what are

the recommendations for the marketing departments of the organizations.



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TYPE OF RESEARCH:

As our research is for all the organizations so we can say that our research type is BASIC

or PURE RESEARCH, which is on a general topic.



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OBSERVATION:

Observation means to see or feel what certain changes are occurring or

new behaviors, attitudes and feelings are surfacing.

It is the stage when problem is not defined yet.

There are four types of observation such as:



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1) Currently existing problem

2) Situation requiring improvements

3) Theoretical or conceptual problem

4) Problem requiring empirical answers

Here in our project, the problem can be

SITUATION REQUIRING IMPROVEMENT

Because we are going to conduct the whole research process on the buying behavior of

females, so situation is satisfactory as females buy more and more with the passage of

time. We just want to reach at those results which tell us that which things influence thefemales buying. Is it advertisement, quality, appearance or any other thing?

So our basic research is on a situation in which we observe the buying behavior offemales having different taste, different preferences, and living in different cities of

Pakistan and are of different ages.



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PRELIMINARY DATA COLLECTION:

It means to seek information in order to know more about what weobserved

Here we are working on a broader term that which factors influence the females buyingbehavior so we have to collect data from different tools to confirm our observation that

which things actually influence the female buying and how much advertisement play role

in their buying behavior.



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Primary Data can be collected by the following two ways;

1- Interviews

2- Literature Survey

1. INTERVIEWS :

Interviews are conducted for the following reasons

To bring preliminary issues to the surface so that researcher can determineabout variables of interest.

To understand the scenario of situation.

To explore the variables in the situation.

INTERVIWS MAY BE OF TWO TYPES:

Structured interviews

Unstructured interviews

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

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

series from an appropriate Respondent. It is also calledformal interview.

UNSTRUCTURED INTERVIEW:

In unstructured interviews normally the interviewer asks the questions without any

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

will be asked first. It is also calledinformal interview.

For the purpose of collecting the preliminary data about our observation, we conducted

some unstructured interviews from following 2 SECTORS

A. EDUCATIONAL SECTORB. ADVERTISING AGENCY

EDUCATIONAL SECTOR:

FROM EDUCATIONAL SECTOR WE SELECTED THE FEMALE MEMBERS OFFOLLOWING INSTITUTIONS



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1. THE WELL KNOWNED FEMALE TEACHERS OF UNIVERSITY OF THE

LAHORE2. THE TEACHERS OF AN INSTITUTION, PAK AIMS IN LAHORE

3. THE FEMALE TEACHERS OF D & E ACADEMY GUJRANWALA.

4. FROM THE FEMALE STUDENTS OF UNIVERSITY OF THE LAHORE, PAKAIMS AND D & E ACADEMY.

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

Females mostly prefer the quality of the product

Advertisement effects their buying but the routine products which they

use to buy from many years, from them they dont see that for which

product advertisement is good. they just buy that product as routine

E.g. Max bar, head & shoulders shampoo

Females are more attractive towards products like cosmetics, clothing,shoes

Especially working women

Advertisement is also the biggest cause to influence the buying behavior

of females but advertisements should be approved by the marketing

departments of companies.

ADVERTISING AGENCY



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2. LITERATURE SURVEYS:

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

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

Literature Survey can be defined in the following manner;



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Documentation of comprehensive review of published and unpublished work from

secondary sources of data in area of interest

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

1) AAEC 3100 Food and Fiber Marketing

Dr. Steven C. Turner Chapter 6

Analyzing Consumer Markets & Buying Behavior

In which we found the following data that

Major Factors which Influence the Consumer Behavior can be

Cultural

Social

Personal

Psychological

2) From the study of an article published in the site

www.csustan.edu/market/petrosky/Old3410/34Lect5CB/tsld0...

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

Characteristics Affecting Consumer Behavior

BuyerPsychological

Personal

SocialCulture



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Factors Affecting Consumer Behavior: Culture

Social Class

People within a social class tend to exhibit similar buying behavior.

Occupation

SOURCE of Income Education

Wealth

Most basic cause of a person's wants and behavior

Values

Perceptions

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

Mature Consumers

Factors Affecting Consumer Behavior: Social

Reference Group influence:

Membership Groups: Primary and Secondary

Non-membership groups:

Aspiration and Dissociative

More important with publicly consumed products

Family influences:

Stage of the family lifecycle

Buying Roles in the family

Factors Affecting Consumer Behavior: Psychological

Psychological

Factors

Motivation

Perception Learning



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Beliefs and

Attitudes

So according to these literature surveys and from the interviews, we confirm our

observation that there are some specific things which highly influence the

consumers buying behavior, especially of female customers.



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PROBLEM DEFINITION

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

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

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

this problem and finally what are consequences of a problem.



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

elements of Problem Definition:

1) Antecedents(Contributing Factors)

2) Real Problem(What is Wrong)

3) Consequences(Results)

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

diagram:

(Real situation)(Consequences)

(Antecedents)

ANTECEDENTS:

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

our project antecedents are

1- PRICE

2- QUALITY

3- ADVERTISEMENT

4- IMPORTED PRODUCTS

5- PURCHASING POWER

6- STATUS


1- PRICE2- QUALITY

3- ADVERTISEMENT4- IMPORTED PRODUCTS5- PURCHASING POWER

6- STATUS

EFFECTS ONBUYING

BEHAVIOUR OFFEMALES

PRICE AND QUALITY ORIENTEDECONOMY


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These are the antecedents because these are the basic reasons behind the buying behavior

of females. These above antecedents effects directly or indirectly to the buying behaviorof females.

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

problems.

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

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

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

advertisement a basic factor?

CONSEQUENCES: Consequences are the results of real problem

In our project consequence is

The economy will be price and quality oriented

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

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



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THEORETICAL FRAMEWORK

It is a logical developed, described & elaborated network of associations among

variables that have been identified through interviews, observation & literature survey

Variables:



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

It can be defined as:

A variable is anything that takes different values.

Types of Variables:

Dependent variable

Independent variable

Moderating variable

Intervening variable

Extraneous variable

1. Dependent variable

Any variable that will depend on others for its values

In our project, our dependent variable is

BUYING BEHAVIOR OF FEMALES

Now well explain the effect of other factors on this dependent variable in detail in ourwhole project.

2. Independent Variables:

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

The major causes of a problem are called independent variables.

In our project, our independent variables are:

Price

Quality

Advertisement

Purchasing power

Substitutes

Imported products

Now in the research process well see that which are the basic most important factors

which mostly influence the buying behavior of females.

3. Moderating Variable

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

independent variable

It is also called second independent variable.



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In our project, our moderating variables are:

Role of marketing departments of the companies

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

relationship of dependent variables and independent variables. As if marketing

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

sale volume.

4. Intervening Variables

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

quantitatively, we can just feel their effect.

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

In our project intervening variables are as follows:

Status consciousness

Willingness to buy

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

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

5. Extraneous Variables:

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

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

variables.

In our project extraneous variable is as follows

Sales tax

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

Here we show the relationship of different types of variables diagrammatically



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

(Moderating Variables) (Extraneous Variables)


Buying behavior offemales

Price

Quality

Advertise

ment

Purchasin

gpower

Substitute

s

Imported

products

-Status

consciousne

ss

-willingness

Role of the

marketing

departmen

ts of

companies.

.

Sales tax


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HYPOTHESIS DEVELOPMENT

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

expressed in the form of a testable statement.

OR

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

tools

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

collection.

KINDS OF HYPOTHESIS:

DESCRIPTIVE

RELATIONALThis can be further classified as

o Co relational hypothesis

o Casual hypothesis.

Co relational Hypothesis:

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

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

relational hypothesis.

OR

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

Increase the problem is also called Co relational Hypothesis.

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

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

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

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

buying behavior of females.



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

behavior of females

Female preferences:

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

H1: females prefer quality of the products while buying.

Influence of advertisements:

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

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

Status consciousness

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

H1: females prefer status/ self image while buying.

Negative effects of advertisements:

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

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

Advertisements of substitutes:

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

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

Imported goods:

H: imported good are not more attractive for females

H1: imported goods are more attractive for females.

Satisfaction level:

H: good advertisements are not the basic cause of satisfaction of females towards consumption of g

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

Advertised products:

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

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

Product success or failure:

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

H1: advertisements can become the cause of product failure or success.

Demand of the product:

H: advertisements cannot create the demand of any product.

H1: advertisements can create the demand of any product.



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RESEARCH DESIGN:

It is a major and pivotal step of business research. The step involves the overall schemeabout data collection.

Research design is a plan and structure of investigation to obtain answer to researchquestion. It is overall scheme and program of research which includes an outline of what

the researcher will do from developing hypothesis and to the final analysis of data.

Research design constitutes the blue print for collection, measurement and analysis of

data. R.D is plan and structure of investigation to obtain answer to research questions.


PURPOSE

OF

STUDYTYPE OF

INVESTI

GATIONRESEAR

CHER

INTERFE

RENCESTUDY

SETTINGUNIT OF

ANALYSI

S

TIME

HORIZO

N

SAMPLIN

GDATA

COLLEC

TION

METHOD

S

MEASURE

MENT OF

MEASURE

S


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PURPOSE OF STUDY:

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

These may be 4 types of purposes:

1. exploration

2. description

3. hypothesis

4. case study

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

females buying behavior, WHICH are the factors, which influence the buying behavior

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

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

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

TYPES OF INVESTIGATIONS:

Investigation is conducted to complete the research process efficiently.

Investigations may be of two types:

1. casual investigation

2. co relational investigation

CO RELATIONAL INVESTIGATION:

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

co relational investigation.

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

called co relational investigation.

In our research process,

Our type of investigation is Non Casual because there is more than one reason whichinfluences the buying behavior of females.



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RESEARCHER INTERFERENCE:

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

1. co relational study, in which minimum involvement of researcher is

required because it is based on findings of others, or

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

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

minimum in the findings of research.

STUDY SETTING:

It means in which type of environment weve conducted our research process. The study

setting may be of 2 types:a. ContrivedThis can be further classified as

o Lab experiment.

b. non-contrived

This can also be further classified as

o Field study.

o Field experiment.

Non-contrived:

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

contrived study.

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

Field Study:

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

organization is called as Field Study.

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

conducted Field Study.



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UNIT OF ANALYSIS:

It is aggregation of data during subsequent analysis. Data can be gathered form:

Individuals

Dyads

Groups Organizations

It depends upon the nature of problem that is being investigated.

In our research process, weve gathered the data from INDIVIDUALS in the form of questionnaire

from ORGANIZATIONS in the form of interviews.

TIME HORIZON:

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

Time horizon has two types

1. cross-sectional

2. longitudinal

Longitudinal study:

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

interval.

So in our research time horizon is Longitudinal.

SAMPLING:

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

whole population

The basic purpose of sampling is;

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

There are two types or styles of Sampling. That is

Probability Sampling

Non Probability Sampling



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WHERE PROBABILITY SAMPLING CONTAINS:

1. Complex random sampling

This further can be classify as

o Systematic Sampling

o Stratified Sampling

o Cluster Sampling

o Area Sampling

o Double Sampling

2. simple random sampling

AND NON PROBABILITY SAMPLING CAN BE CLASSIFIED AS:

1. Convenient sampling

2. purposive sampling

o judgment approach

o quota approach

here in our research process, weve done the complex random sampling under the head of proba

sampling in which weve used the CLUSTER SAMPLING APPROACH in which sample is chos

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

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



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DATA COLLECTION METHODS:

There are two types of data collection methods.

1. primary data collection

structured interviews

unstructured interviews

2. secondary data collection

questionnaires

Structured Interview:

Structured Interviews are conducted when it is known at the outset

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

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

through electronic mail.

Un-Structured Interview:

In case of unstructured interview, the interviewer asks the

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

come in the mind of the interviewer first.

So we conducted Structured Interviews with the employees of different selectedorganizations. And our method of collecting Primary Data is through Structured

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

data collection methods.

Unobtrusive measures:

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

not involve people.

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

behavior of females of our homes and near our homes.



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Questionnaire:

A questionnaire is a reformulated written set of questions to which

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

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

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

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

distributed.

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

personally administered.

MEASUREMENT OF MEASURES:MEASUREMENT OF MEASURES:

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

information collected from different respondents by different ways by using different

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

collected. It is also called the MOM of research.

Scale:

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

variable of interest in some meaningful way.

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

Types of Scales

a) Nominal Scale

b) Ordinal Scale

c) Interval Scale

d) Ratio Scale

APPROACHES OF SCALING:

a) Dictorious scaling.

b) Category scaling.

c) Likert scaling.



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d) Semantic scaling.

e) Numerical scaling.

f) Ranking scaling.

g) Fixed scaling.

h) Psychological scaling

i) Graphic scaling

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

Dictorious scaling

Category scaling

Semantic scaling

Ranking scaling

Graphical scaling (in every question)

DATA PREPERATION FOR ANALYSIS:

Before analyzing the data, weve edit our data due to the reason that there should be not

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

Types of Editing

Field editing

Central Editing

FIELD EDITING:

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

information from the respondents.

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

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

Now we can analyze it through different techniques.



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DATA ANALYSIS

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

Averages

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

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

NOW WELL ANALYZE ALL THE FACTORS INVOLVED IN ALL QUESTIONS

OF OUR QUESTIONNAIR TO COME AT THE CONCLUSION THAT WHAT ARE

THE BASIC FACTORS WHICH INFLUENCE THE FEMALE BUYING BEHAVIOR

AND HOW MUCH ADVERTISING PLAYS THE ROLE IN IT:

Well analyze here each and every question one by one, keep in mind that this

questionnaire was only for females.



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Q#1: What is your preference while buying?

Frequency Table

Your preference while buying

Frequency Percent Valid Percent Cumulative

Percent

Valid price 33 11.0 11.0 11.0

quality 134 44.7 44.7 55.7

appearance 24 8.0 8.0 63.7

local or

imported

22 7.3 7.3 71.0

all of the

above

87 29.0 29.0 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESENTATION:

all of the above

local or imported

appearance

quality

price



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IN THE NUT SHELL:

In this question we want to evaluate that which factors basically

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

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

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

which hardly influences the female buying is PRODUCT QUALITY. Many

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

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

quality of any product.

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

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

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

compromise with any thing while buying.

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

quality and then to the other influencing factors.

HENCE

TH

ESULT



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Q#2: Do advertisements influence your buying?

Frequency Table

Do adver influence buying

Frequency Percent ValidPercent

CumulativePercent

Valid yes 193 64.3 64.3 64.3

no 58 19.3 19.3 83.7

I dont

know

49 16.3 16.3 100.0

Total 300 100.0 100.0


do adver influence buying

i dont knownoyes

Count

300

200

100

0



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IN THE NUT SHELL:

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

research topic which is EFFECT OF ADVERTISEMENT ON THE BUYIN

BEHAVIOUR OF FEMALES.

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

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

means advertisement is also a basic factor of influencing females buying

behavior.

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

may be due to the fact that Pakistan is a poor country and females cant bea

much expensive things so they always cant follow the advertisements while

buying the necessities of life.

And the last portion of females, which is 49they said that they dont have

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

They dont prefer which things are newly emerging in advertising Medias.

HENCE

TH

ESULT



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

Frequency TableConscious towards

Frequency Percent Valid

Percent

Cumulativ

e Percent

Valid advertise

ment

33 11.0 11.0 11.0

status 51 17.0 17.0 28.0

price,

quality

141 47.0 47.0 75.0

all of the

above

75 25.0 25.0 100.0

Total 300 100.0 100.0


all of the above

price, quality

status

advertisement



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IN THE NUT SHELL:

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

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

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

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

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

quality of the product. Others are the secondary things.

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

our country females often consider the status while buying.

HENCE

TH

ESULT



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

Frequency Table

Status preferences

Frequenc

y

Percent Valid

Percent

Cumulati

ve

PercentValid i think so 154 51.3 51.3 51.3

i dont

think so

44 14.7 14.7 66.0

seldom

think so

64 21.3 21.3 87.3

i dont

know

38 12.7 12.7 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESENTATION

status preferences

i dont knowseldom think soi dont think soi think so

Count

180

160

140

120

100

80

60

40

20



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IN THE NUT SHELL:Here we can see that how status effects the female buying behavior. Here in

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

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

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

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

because they are also very important.

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

that they dont know that either they consider the self image while buyin

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

and belongs to middle or lower middle families.

HENCE

TH

ESULT



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

Frequency Table

Type of advertisement


Percent

Cumulative

Percent

Valid product 165 55.0 55.0 55.0

institutional 51 17.0 17.0 72.0

celebrity 84 28.0 28.0 100.0 Total 300 100.0 100.0


celebrity

institutional

product



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IN THE NUT SHELL:

Here well se that which advertisement type is more attractive for females. T

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

which types of advertisements.

Here we can see that product advertisement is at the top of the list. Femalesmore familiar towards product advertisements instead of other types.

Secondary celebrity advertisements are also very famous amongst the femal

but there should be improvements in this type for becoming more successfu

HENCE

TH

ESULT



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

Frequency Table

Negative effect of advert


Percent

Cumulative

PercentValid yes 59 19.7 19.7 19.7

no 66 22.0 22.0 41.7 sometimes 147 49.0 49.0 90.7 never 28 9.3 9.3 100.0 Total 300 100.0 100.0




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negative effect of advert

neversometimesnoyes

Coun

t

160

140

120

100

80

60

40

20

0

IN THE NUT SHELL:

Now well see that we know that advertisements have influencing effects on

buying behavior of females but is advertisement has negative effects as welnot.

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

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



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sometimes advertisement effects negatively. These negative effects may be

any type.

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

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

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

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

successful always.

HENCE

TH

ESULT

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

Frequency Table

Negative effects may b


CumulativePercent

Valid You often

neglects the

price while

purchasing

109 36.3 36.3 36.3



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Too much

prefer the

celebrity

advertisement

39 13.0 13.0 49.3

Prefer only

appearanceand

reputation of

company, not

quality

73 24.3 24.3 73.7

others 79 26.3 26.3 100.0 Total 300 100.0 100.0


others

Prefer only appearan

Too much prefer the

You often neglects

IN THE NUT SHELL:

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

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

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

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



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and purchase that advertised product. They dont think that how much the

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

attractive advertisement.

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

appearance of the product and purchase that, they dont consider the quality

much at that time.

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

advertisements that appear according to the conditions.

HENCE

TH

ESULT

Q#8: Effectiveness and attractiveness of advertisement depends uponFrequency Table

Attraction towards


Percent

Cumulative

Percent

Valid slogan 54 18.0 18.0 18.0



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trade mark 25 8.3 8.3 26.3

company

repute

64 21.3 21.3 47.7

appearance 39 13.0 13.0 60.7

all of the

above

118 39.3 39.3 100.0

Total 300 100.0 100.0


attraction towards

all of the above

appearance

company repute

trade mark

slogan

Count

140

120

100

80

60

40

20

0

IN THE NUT SHELL:



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

suggest them that which things according to the females become an

advertisement attractive and effective. Thats things may be of followings:

Slogan

Trade mark

Company repute

And appearance

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

advertisement effective and attractive for females.

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

the females toward their products through advertisement.

HENCE

TH

ESULT

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

Frequency Table



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Advertisement of substitute


Percent

Cumulative

PercentValid Demand of the

product

reduces

121 40.3 40.3 40.3

You neglect

the product

due to new

advertisement

of substitute

67 22.3 22.3 62.7

it doesnt

effect

112 37.3 37.3 100.0

Total 300 100.0 100.0


it dosn't effec t

You neglect the pro

Demand of the produc



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IN THE NUT SHELL:

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

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

existing product.

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

the existing product decreases due the advertisement of the new product

112 females said that it doesnt effect the popularity of the product w

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

means that females perceive the new advertisements differently accordin

their mood and situations.

HENCE

TH

ESULT



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

Frequency Table

Advertisement media


Percent

Cumulative

PercentValid electronic 187 62.3 62.3 62.3

news paper 21 7.0 7.0 69.3 fashion

magazines

52 17.3 17.3 86.7

bill boards 34 11.3 11.3 98.0 others 6 2.0 2.0 100.0 Total 300 100.0 100.0


advertisement media

others

bill boards

fashion magazines

new s paper

electronic

Count

200

100

0



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IN THE NUT SHELL:

Now in this question well see that which advertising Medias are most popu

amongst females.

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

for the popularity of the advertisements amongst the females.

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

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

HENCE

TH

ESULT



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

Frequency Table

Advertisement effect level of buying


Percent

Cumulative

Percent

Valid buy more 106 35.3 35.3 35.3

buy less 30 10.0 10.0 45.3

remains same 164 54.7 54.7 100.0

Total 300 100.0 100.0


remains same

buy less

buy more



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IN THE NUT SHELL:

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

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

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

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

change due to advertisements.

But on the second hand another big group of females said that their buylevel increases with the new and innovative advertisements. When

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

buying level increases.

HENCE

TH

ESULT



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

Frequency TableAdvertisement of imported products


Percent

Cumulative

Percent

Valid quality 120 40.0 40.0 40.0

reliability 77 25.7 25.7 65.7

company

image

59 19.7 19.7 85.3

status 44 14.7 14.7 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESENTATION



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advertisement of imported pro ducts

statuscompany imagereliabilityquality

Count

14 0

12 0

10 0

80

60

40

20

IN THE NUT SHELL:

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

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

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

selling will also increase

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

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



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

goods.

HENCE

TH

ESULT

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

Frequency Table

More attractive advertisement categories


Percent

Cumulative

PercentValid basicaccessories

91 30.3 30.3 30.3

home

appliances

52 17.3 17.3 47.7

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



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Total 300 100.0 100.0


others

cosmetics

art and craft

home appliances

basic accessories

IN THE NUT SHELL:

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

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

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

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



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HENCE

TH

ESULT

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

Frequency Table

Degree of satisfaction, consumption of goods


CumulativePercent

Valid good quality 174 58.0 58.0 58.0

price 38 12.7 12.7 70.7



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appearance 34 11.3 11.3 82.0

company

image

30 10.0 10.0 92.0

others 24 8.0 8.0 100.0

Total 300 100.0 100.0


degree of satisfaction, consumption of goods

others

company image

appearance

price

good quality

Count

200

100

0

IN THE NUT SHELL:

Satisfaction is very important for every one, towards consumption of good

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

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

due to good quality of the product.



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Price, appearance, company images have the secondary importance for

satisfaction of females towards consumption of goods.

HENCE

TH

ESULT

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

Frequency Table

Prefer advertised products on basic necessaries


Percent

Cumulativ

e PercentValid i think so 125 41.7 41.7 41.7

i dont think

so

82 27.3 27.3 69.0



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seldom think

so

60 20.0 20.0 89.0

i dont know 33 11.0 11.0 100.0 Total 300 100.0 100.0


i dont know

seldom think so

i dont think so

i think so

IN THE NUT SHELL:

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

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



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

advertised products on the basic necessities.

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

the advertised products on the basic necessities of life.

HENCE

TH

ESULT

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

Frequency Table

Advertisement cause product failure or success



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Percent

Cumulativ

e Percent

Valid i think so 125 41.7 41.7 41.7

i dont thinkso 53 17.7 17.7 59.3

seldom think

so

52 17.3 17.3 76.7

i dont know 42 14.0 14.0 90.7

5 28 9.3 9.3 100.0 Total 300 100.0 100.0


advertisement cause product failure or success

5

i dont know

seldom think so

i dont think so

i think so

Count

140

120

100

80

60

40

20

0



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IN THE NUT SHELL:

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

advertisement cause any product failure or success?

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

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

cause of product failure.

The ratios for the rest options are almost same.

HENCE

TH

ESULT



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Q#17: Is advertisement increases demand of any product

Frequency Table

Advertisement cause demand of product


Percent

Cumulative

Percent

Valid yes 214 71.3 71.3 71.3

no 39 13.0 13.0 84.3

i dont know 47 15.7 15.7 100.0

Total 300 100.0 100.0

GRAPHICAL REPRESNTATION:

i dont know

no

yes



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IN THE NUT SHELL:

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

for the products or not.

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

demand for any product. If advertising agencies make good advertisements

the demand of their products will also be increased.

HENCE

TH

ESULT



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

How mkt dept make advertisement interesting


Percent

Cumulative

Percent

Valid By using

famous

celebrities

37 12.3 12.3 12.3

By using

different

medias

35 11.7 11.7 24.0

By

improving

appearance

of products

63 21.0 21.0 45.0

All of the

above

165 55.0 55.0 100.0

Total 300 100.0 100.0


how mkt dept make advertisement interesting

All of the above

By improving appeara

By using different m

By using famous cele

Count

180

160

140

120

100

80

60

40

20

0



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IN THE NUT SHELL:

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

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

more influence towards the product and buy that product.

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

By using famous celebrities

By using different Medias

By improving product appearance

But 55 % females are agreed upon one condition that all of the above situations can becombinely put in the process of making attractive advertisements to influence the buyi

behavior of females.

HENCE

TH

ESULT



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HYPOTHESIS TESTING:



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FINDINGS

In our whole research process, we get the following findings

That:

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

Advertisement influence the female buying behavior but not more than qu

of the product

Self image effects too much when females buy any product

The most popular advertisement type amongst the females is pro

advertisement

Advertisement often left some negative effects in the minds of consu

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

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

any cost.

Advertisements can become more effective through innovative slo

different trade marks.

Company reputation effects also in the effectiveness of advertisements.

The most attractive advertising media in Pakistan is electronic media

Advertisement doesnt much effect the level of buying.

Imported goods are mostly preferred due to their good quality and reliabili

Females mostly satisfy with the good quality of the product.

Advertisement can become the cause of product failure or success.

Demand of the products can be increased with the help of good advertiseme



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Marketing departments of the companies can make the advertisements m

attractive by using famous celebrities, different medias and by improving

appearance of the product.

CONCLUSIONS

The purpose of our research is to find out the female behaviors towards the

buying of the products and also to see that how much advertising affects the

buying behavior of females. The basic purpose of our research is to get

information from females and then suggest to the companies that what they

can do maximum to improve their selling. Is advertisement is the biggest

tool they have to attract the females towards their products or there are some

other factors as well which have the affects more than advertisements. So forthis purpose we planned a full fledge research process and for this purpose

we did the cluster sampling and made the questionnaires to fill from the

sample group to come to the conclusions.

After collecting the data we analyzed it and made some conclusions based

on findings. We have found that females prefer the quality of the product at

very first stage. Now days females are very intelligent, they know that

advertisements and appearances of the products may be fake and can

perceive them so they firstly check the quality of the product and then buythat product in the routine.

As we conducted the whole research from the very qualified females living

in good areas so their responses are very effective for our research process.

The over all trend was seen in the questionnaires regarding to the quality of

the products so which means females do not compromise with the quality.

People have mixed results about the advertisements of the products. On the

one hand it also highly influences the buying behavior of females due to

attractive Medias, different types, innovations in slogans but on the other

hand it also has some negative effects as well. If a good advertisement canbecome the cause of the success of any product then a bad advertisement can

become the cause of failure of any product.

More over advertisements can effect negatively and also positively to the

children. They can perceive any thing from the ads so advertisements should

be much ethical and good for the children and teenagers.



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Further more according to females, the marketing departments should make

the advertisements better through new and unique strategies if they want to

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

their sale volume.

RECOMMENDATIONS

After getting the conclusions of our research, we want to give some

recommendations to the marketing departments of the companies so that

they can focus on those things through which they can increase their sale

volume amongst the females.

As females mostly prefer the quality of the products so they should

highly focus on the quality of their products.

Advertisement can do any thing, it can create the demand of any

product but the advertising strategies should be effective so that

females believe on these ads and buy the products so advertising

should be:

Truth full

Relevant

And rewarding

Here we suggest you the ten steps to make advertising successful

1. Narrow your market to a specific group of prospective clients. Find your niche

market.

2. Analyze your media. Does it appeal to your niche market? If it does, tailor your

ads to relate directly to your media.

3. Appeal to the impulse in the viewers of your ad. Call your readers to action *

now*... Emphasize the benefits which a consumer will get after purchasing your

product. Offer something free in the ad itself.

4. Use other medias as well for creating more demand of your products. Analyze

the advertising strategies of others.

5. Design "killer" headings (slogans). Use new and interesting techniques while

designing a message for your product.

6. Use different famous celebrities to become the more attractive advertisement.7. Use realistic facts and figures in your ads so that the customers become more

loyal towards your product.

8. Repeat again and again your advertisements so that the advertisement of your

product can continuously be seen by customers.

9. Clearly define all the attributes of the product so that customers also believe that

this product has also a good quality.



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10. Now promise yourself this: You're going to get your ads noticed by writing them

yourself and taking these steps to advertising success.

We also asked an open ended question from the females, they give us

some value able suggestions which we want to give you

Advertisement affects the buying behavior but it must berealistic

Packaging must be good to influence the buying behavior of

females

Advertisements influence but to some extent

Buying behavior varies from region to region so advertisement

does not affect a lot.

Medias play an important role and advertisements must be

interesting.

Females prefer electronic medias advertised products. Advertisements can change the preferences of females while

buying but that must be realistic.

So at the end we are strongly recommending you that if you want to increase

the sale volume of your product then firstly make its quality good, make

realistic advertisements and use effective medias.

32287418 business reserch effect of advertisement ob buying behaviour of female

Documents