sample 7 3g

BACKGROUND3G service is the emerging sector of mobile phone operator in Bangladesh and it is most recent service. People have huge curiosity about this and they want be familiar with the service. As TVC is one of the best ways to reach the target customer of any product so we have chosen TVC on 3G. Every telecommunication company has its own USP in terms of 3G advertisement to grab the attention of the consumers so that they can capitalize the consumer preferences. They try to connect the advertisement with the lifestyle of Bangladeshi people. Through our research we will try to discover the impact of 3G advertisement of telecommunication industrys players towards consumer preference to pick their desired operator. The major portion of target customers is young people and they are eager to know about 3G as it is new in the country so they watch TVC.The reason behind choosing TVC on 3G service:TVC3G Service

Watching TV is one of the main activities.Emerging sector.

More effective than other media.Raising curiosity.

Able to grab peoples attention.Technologically Advancement.

Watching TV is one of the main activities: In modern world, TV is one of the main sources of entertainment. Watching television is an experience shared by the vast majority of children and adults. It is convenient, inexpensive, available, and attractive. Now-a-days, watching TV is one of the main activities. We watch TV not just for entertainment also for learning. We watch the TV advertisements for gaining the information of our desire products. More effective than other media: Television advertising is a prominent source to reach the masses for an advertiser. Local television stations reach out beyond the normal circulation area that most newspapers reach. Television is more effective than other media. Advertising on a television station generally reaches a broad audience. Consumers are more likely to tell the advertiser they saw the ad on TV. This is a strong factor in the power of selling television advertising.Able to grab peoples attention: TV is now everywhere. It continues to colonies every screen in sight. TV advertising is more effective than media to grab the consumers mind.Emerging sector of 3G sectors: From the perspective of 3G market share, the market share of GP is 27% where Robi has 27%, Airtel has 11%, Banglalink has 14%, and Teletalk has 21%. Only 4% of the total mobile phone users have started enjoying third generation mobile broadband data services.

(According to DHAKA TRIBUNE, published on: 2014- august- 18, time- 03:41, webpage: http://www.dhakatribune.com/technology/2014/aug/18/only-4-total-users-enjoy-3g). Raising curiosity: As hype have been created over the 3G/4G, consumers are now eagerly awaiting to explore the world through the next generation technologies, thus it is expected in a bid to take full advantage of curiosity of consumersTechnological Advancement: It is the improvement of science and technology that has made our life easier, given us immense opportunity to access to anyone we desire. Mobile phone, a wonderful invention of modern science, was first introduced in Bangladesh in the middle of 1990s. At that time only the rich people were blessed with that fascinating machine of communication. Now-a-days mobile phone has become a part & parcel of our everyday life and it is quite affordable to the poor people as well. Technology behind mobile phone has been changed several times and its an ongoing process. So far mobile phones have experienced 1G, 2G, 2.5, 3G and in some developed countries 4G technology. As 4G is yet to get a vast coverage, 3G is one of the most talked technologies in the present scientific world. One gorgeous feature of 3G Technology is video conference application. 3G not only ensures high speed internet but also allows the mobile phone carrier to set up call in less time & ensures less call drop. However, with the capability for high-speed wireless data transfer, 3G has enhanced or made possible a myriad of additional applications such as mobile video, secure mobile, location-based services, and audio on demand.So in a word TVC is of the best ways to reach the customer and as this service is new so through TVC people will able to know more. The core intentions of all advertisements of the telecom operators in 3G service ad are to promote belongingness. LITERATURE REVIEWConsumer preference is a marketing term meaning a consumer likes one thing over another. For instance, a trend may indicate consumers prefer using debit cards over credit cards to pay for goods (Cambridge Dictionary). Companies rely on surveys, information and data in order to customize products and services based upon consumer preferences. The underlying foundation of demand, therefore, is a model of how consumers behave. There is no doubt that behavior depend upon culture, education, and individual tastes and so on. Advertising is one of the effective tools of integrated marketing communication to emotionally motive consumers to buy products. It also has strong linkage with entertainment and the proliferation of media has blurred the distinguishing lines between advertisements and entertainments (Moore, 2004).

Credibility:Advertising credibility is consumers perception of the truthfulness and believability of advertising in general (Pavlou and Stewart 2000; Chowdhury, Parvin, Weitenberner & Becker, 2006). Credibility of an advertisement is influenced by different factors, especially by the companys credibility and the bearer of the message (Goldsmith et al. 2000; Chowdhury, Parvin, Weitenberner & Becker, 2006). We expect that the credibility of message transferred to Television Commercial of 3G service of telecommunication industry that can influence the attitude towards the advertising and effectiveness. Truthfulness:In terms of advertising industry, MacKenzie and Lutz (1989) identify advertising credibility as consumers general perception towards the truthfulness. Truthfulness is another factor that has influence over the attitude and perception of customer about the 3G service`s TVC.Reliability: Reliability is the probability that a plant or component will not fail to perform within specified limits in a given time while working in a stated environment. Reliability becomes more important to consumers as downtime and maintenance become more expensive. (Sahadat Hossain & Farhana Islam, 2013). And it is most important variable to interpret the attitude towards the TVC of 3G service of telecommunication. Believability:In the context of advertising industry, MacKenzie and Lutz (1989) identify advertising credibility as consumers general perception towards the believability of an advertisement. Its positive impact can enrich the effectiveness of the advertising tool TVC of 3G service.Trustworthiness:Trustworthiness is a factor that cans positive change the preference that leads the perception and results effective attitude towards the TVC advertisement of 3G. In the context of advertising industry, MacKenzie and Lutz (1989) identify advertising credibility as consumers general perception towards the trustworthiness of an advertisement.Irritation:Advertisements have a great influence on peoples attitude toward advertising (Shavitt et al. 1998). When advertising employs techniques that annoy, offend, insult, or are overly manipulative, consumers are likely to perceive it as unwanted and irritating influence (Ducoffe, 1996). TVC advertising can provide an array of information that confuses and distracts the recipient as well as overwhelms the consumer with information. So, as it can serve, it can also make irritation about the 3G service of telecommunication industry.Annoy:Its an activity result state in which someone make angry to others (Cambridge University Press). TVC advertising sometimes result this state when it`s excessively use frequently. Minimize this negative factor is essential to make effective the TVC of 3G service.Offend:Offend means to make someone upset or angry (Cambridge University Press). TVC advertising of 3G service may influence negatively. If that is true the way of minimize it and the level of tolerance will be focused. Manipulation:Manipulation is the skillful handling, controlling or using of something or someone. Sometimes, advertising in form of TVC have the power to manipulate the preference and attitude toward 3G service. Information:The quality of the information placed on a companys web site has a direct influence on the customers perceptions of the company and the companys products (Kaasinen 2003; Siau and Shen 2003). Informativeness of the advertising information is strongly related to the attitude toward the advertising when it is transferred via traditional media (Ducoffe 1995). The information that a TVC of 3G service consists make the advertisement meaning and memorable.Relevance: Relevance is the concept of one topic being connected to another topic in a way that makes it useful to consider the first topic when considering the second. The concept of relevance is studied in many different fields, including cognitive sciences, logic, and library and information science. Relevance has proved an important but elusive concept. It is important because the solution of any problem requires the prior identification of the relevant elements from which a solution can be constructed (Wikipedia). The consumer expects the relevancy between the TVC and the product and the link of their influence over the advertising of 3G service. Timeliness:The definition of timeliness is at an appropriate or opportune moment in time. That means placement of the TVC of 3G service in media that can successfully grab the attention of consumers.Usefulness: Usefulness means the quality of having utility and especially practical worth or applicability (merriam-webster). The message transfer from the TVC to the source of information that consumers can use and that TVC about the 3G service of telecommunication industry.Hedonic:Bauer and Greysers (1968) research stipulates that hedonic/pleasure is one of the experiences of advertisements, and the advertisement can touch on consumers sentiment as well as nice to look at. Advertisement can be considered as a source of pleasure and entertainment (Alwitt and Prabhaker 1992; Pollay and Mittal 1993). Bauer and Greyser (1968) also argue that consumers responses to the advertisements are provisioned by their hedonic value. Consumers like and prefer to see advertisements that have more entertainment and pleasurable elements, the more the pleasure the better it is (Alwitt and Prabhaker 1992; Pollay and Mittal, 1993). Abd Aziz, Mohd Yasin, and Syed A. Kadir (2008) state that advertisement can be enjoyable and entertaining in attracting and maintaining attention given to customers needs and wants. So the increasing growth of 3G has impact on the TVC of it.Entertaining:Entertaining is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or events that have developed over thousands of years specifically for the purpose of keeping an audience's attention (Wikipedia). TVC, the advertising tool not only play the role of information provider but also a media of entertainment. As the way of the presentation of 3G service TVC do the same buzz.Favorable attitude:Favorable attitude is defined as a person'spositive assessment of a behavior or related construct (such as a specific product or source of service). The assessment is expressed by statements from the audience that relate the behavior with a positive or negative value held by the audience (Alibaba.com). TVC can influence the consumer in a positive way that make it effective and achieve the goal of make or use this advertising tool. That also happens in the case of 3G service.Demographic profile:Demographic is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The demographic environment is of major in-terest to marketers because it involves people, and people make up markets (Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri, Ehsan ul Haque, 2000). This can influence the consumer preference and perception about the TVC of 3G service in telecommunication industry.Psychographic profile:Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. When a relatively complete profile of a person or group's psychographic make-up is constructed, this is called a "psychographic profile". Psychographic profiles are used in market segmentation as well as in advertising. It is most important in TVC advertising because a societys lifestyle reflect in psychographic profile that influences the attitude of them.

Graphical Model:

TruthfulnessTo make this research approach more specific the following graphical model is offered -

Reliability

Believability

Perception H1 H7

TrustworthinessCredibility

IrritationEffectivenessOffendAnnoyManipulation H8

H2

RelevanceH3

TimelinessInformation

Attitude towards Advertisement

UsefulnessHedonic/Pleasure H4

Entertaining

Enjoyable

Demographic Profile H5 H6

Psychographic Profile

RESEARCH QUESTION AND HYPOTHESISRQ1: Does the credibility in TVC of 3G influence the attitude of consumers towards advertisement?H0: The credibility of TVC of 3G does not influence the attitude of consumers towards advertisement.H1: The credibility of TVC of 3G influences the attitude of consumers towards advertisement.RQ2: Does the irritation in TVC of 3G influence the attitude of consumers towards advertisement?H0: The irritation in TVC of 3G influences the attitude of consumers towards advertisement.H1: The irritation in TVC of 3G does not influence the attitude of consumers towards advertisement.RQ3: Does the information show in TVC of 3G influence the attitude of consumers towards advertisement?H0: The information show in TVC of 3G does not influence the attitude of consumers towards advertisement.H1: The information show in TVC of 3G influences the attitude of consumers towards advertisement.RQ4: Does the hedonic factor in TVC of 3G influence the attitude of consumers towards advertisement?H0: The hedonic factor TVC of 3G does not influence the attitude of consumers towards advertisement.H1: The hedonic factor TVC of 3G influences the attitude of consumers towards advertisement.RQ5: Does the demographic profile influence the attitude of consumers towards advertisement?H0: The demographic profile does not influence the attitude of consumers towards advertisement.H1: The demographic profile influences the attitude of consumers towards advertisement.RQ6: Does the psychographic profile influence the attitude of consumers towards advertisement?H0: The psychographic profile does not influence the attitude of consumers towards advertisement.H1: The psychographic profile influences the attitude of consumers towards advertisement.

RESEARCH PROBLEMManagement Decision Problem:How to improve the advertisement (TVC) of mobile phone operators towards 3G services?Marketing Research Problem:Broad Statement:To identify the perceptions of consumers towards 3G service.Specific Components:To determine the factors those influence the customers to watch TV advertisement.To evaluate the 3G advertisement based on the factors identified.To determine the market share of 3G service operators. To determine the demographic and psychographic profiles of the target consumers.(Marketing Research An Applied Orientation, Naresh K. Malhotra, Satyabhushan Dash, Research Design Formulation, pp.47)To assess whether the consumers perception and profile of consumers influence the consumer preference and purchase intention.RESEARCH DESIGNA research design is the detailed outline of how an investigation will take place. A research design will typically include how data is to be collected, what instruments will be employed, how the instruments will be used and the intended means for analyzing data collected.Types of Design:The types of design that we have determined to use in this research proposal are: Exploratory and Descriptive research design.Exploratory Research:Exploratory research is research conducted for a problem that has not been clearly defined. It often occurs before we know enough to make conceptual distinctions or posit an explanatory relationship. Secondary data analysis:We have identified five independent variables; those are credibility, irritation, information, and hedonic. We have identified the factor credibility with the sub-variables like trustworthiness, truthfulness, reliability and believability (Goldsmith, Latterty, and Newell, 2000) and also we have identified the factor hedonic with the sub-variables like entertaining and favorable attitude (Raman, Leekenby, Ramaprasad, and Thurwanger, 1998) from an international journal (The Determinants of Consumers Attitude Towards Advertising, Kwek, Choon Ling, Tan Hoi Piew, Lau Teck Chai, Vol. 6, No. 4, 2010, pp. 116). We have identified the variable irritation with the sub-variables like annoy, offend and manipulation (Ducoffe 1996) and also we have identified the variable information with the sub-variables relevance, timeliness and usefulness (Siau and Shen 2003) from the international journal (Consumer Attitude Toward Mobile Advertising An Emerging Market: An Empirical Study, HumayunKabir Chowdhury, NargisParvin, Christian Weitenberner, Michael Becker, pp. 37). Also we have developed the variables with the help of international journals and our honorable faculty.Survey of experts:As a part of conducting expert opinion, we have visited ADCOMM, one of the renowned advertising agencies of the country. Here, we talked with Mr. Hasib h Chowdhury, Associate Creative Director and Mr. M. Nafeezul Bari, Sr. Group Brand Service Manager. We also talked with Mr. Rashedul Hasan Stalin, General Manager, Brand Department, ROBI AXIATA LTD.Qualitative research:Through qualitative research we have to identify the relevant demographic and psychographic factors that may have influence on the preference of consumers towards advertisement of 3G service. We have identified five demographic profiles of consumers; those are gender, age, educational qualification, occupation, and monthly income with the help of our group discussion and our honorable faculty.DESCRIPTIVE RESEARCHDescriptive research is used to describe characteristics of a population or phenomenon being studied. It does not answer questions about how/when/why the characteristics occurred. We have undertaken a survey to quantify the factors affecting consumers preference towards advertisement of 3G service in Bangladesh. Data obtained:We will obtain primary data through our survey by using a structured questionnaire.Description of our questionnaire:A questionnaire form will be used as a tool for gathering data. The questionnaire form will be prepared by benefitting from the international journals and by adapting to consumers. We will include in the first part of the questionnaire are questions about demographic information and multiple choice questions about the preference of advertisement of 3G service, their purchasing intentions, view point of the advertisement, user adaptation, whether the consumers will recommend 3G service of which telecommunication company to others and questions on whether they are satisfied with the use of 3G. In the second part, a Likert scale containing five items will be used (1- Strongly disagree, 2- Disagree, 3- Neutral, 4- Agree, 5- Strongly agree).Scaling and Sampling technique:In the survey questionnaire, we will use Likert Scale. Sampling technique is the shortcut method for investigating a whole population Data is gathered on a small part of the whole parent population or sampling frame, and used to inform what the whole picture is like. We have determined to survey on Young people (Updated and Backdated young), Middle class people, corporate officers, Old people, and Elite people.Sampling area and Sample size:We will conduct our survey on 200 respondents. Population can be defined as the entire group of people, event, or things that the researcher desire to investigate. We will survey people mostly from Old Dhaka, Rampura, Banani, Gulshan, Farmgate, Dhanmondy, Mugda, Munshiganj, Mohammedpur, Mirpur areas as in these area there are a number of customer care centers of telecommunication companies.Data Analysis:The data of all the independent variables will be tested first using Reliability test to assess reliability. We will use descriptive frequencies to find out the frequencies of the demographic variables and also mean and standard deviation. We will also use Crosstabs to find out the relationship of the demographic variables with the dependent variable. We will use Paired T-test to find out the accuracy of the hypothesis put forward by us. We will use Regression model to find out if the independent variables have significant relationship with the dependent variable and to find out the extent to which such variables can cause variable in the dependent variable. We will also do Correlation to find the relationship between the independent variables. FINDINGS, HYPOTHESIS, AND RESULTSIn the analysis of the data gathered from the questionnaire, SPSS 17.0 statistical software for Windows will be used. Sample ProfileResponses from 200 surveys included 124 males and 76 females (Appendix B (A1)). Maximum 35% of the respondents belong to 27-37 years age group whereas 27.5% are within 16-26 years (Appendix B (A2)). 44.5% and 27.5% respondents educational qualification are post graduate and under graduate respectively (Appendix B (A3)). Major part of the respondents that is 23.5% is government job holder whereas 22.5% belongs to private job (Appendix B (A4)). Average monthly income of 33% respondents ranges from 30000-40000 whereas 30% of them have income over 40000 (Appendix B (A5)).Measurement the Reliability of DataThe data were first tested using Cronbachs alpha to assess reliability. Internal consistency (reliability) values of the measurement items were assessed before entering into the structural analysis. Conceptually, reliability is defined as the degree to which measures are free from error and therefore yield consistent results (Cronbach 1951; Peter 1979). Results of the reliability test show that the data collected from the survey are reliable and suitable for further analysis (Table 1)

Reliability TestA1. Reliability test for CredibilityReliability Statistics

Cronbach's AlphaN of Items

.8824

Here, the Cronbachs alpha is 0.882 which means it is greater than 0.6. So, we can say that the variable credible is reliable.A2. Reliability test for IrritationReliability Statistics


.8023

Here, the Cronbachs alpha is 0.802 which means it is greater than 0.6. So, we can say that the variable irritation is reliable.A3. Reliability test for InformationReliability Statistics


.6643

Here, the Cronbachs alpha is 0.664 which means it is greater than 0.6. So, we can say that the variable informative is reliable.A4. Reliability test for HedonicReliability Statistics


.6712

Here, the Cronbachs alpha is 0.671 which means it is greater than 0.6. So, we can say that the variable hedonic is reliable.Tests of HypothesisOne Sample T-TestOne-Sample Statistics

NMeanStd. DeviationStd. Error Mean

Trustworthy 2002.291.025.072

One-Sample Test

Test Value = 2

tdfSig. (2-tailed)Mean Difference95% Confidence Interval of the Difference

LowerUpper

Trustworthy 4.000199.000.290.15.43

Table 2: One Sample T-Test for TrustworthinessTo measure trustworthy factor under Credibility variable, we have conducted one sample t-test. Here, test value is 2 and mean is 2.29. So we can see, respondents opinion is close to neutral. Hypothesis 4 (H4) states that trustworthiness in TVC of 3G has positive influence on the perception of consumers. For this test, p-value (0.000) is lower than alpha value (0.05) (Table 2). So, H4 is accepted.One-Sample Statistics


3G advertisement is believable 2002.481.032.073

One-Sample Test

Test Value = 2


LowerUpper

3G advertisement is believable 20.216199.0001.4751.331.62

To measure trustworthy factor under Credibility variable, we have conducted one sample t-test. Here, test value is 2 and mean is 2.48. So we can see, respondents opinion is close to neutral. Hypothesis 3 (H3) states that trustworthiness in TVC of 3G has positive influence on the perception of consumers. For this test, p-value (0.000) is lower than alpha value (0.05) (Table 2). So, H3 is accepted.One-Sample Statistics


3G advertisement provides information that I desire of the right time2001.86.711.050

One-Sample Test

Test Value = 1


LowerUpper

3G advertisement provides information that I desire of the right time54.930199.0002.7602.662.86

To measure trustworthy factor under Credibility variable, we have conducted one sample t-test. Here, test value is 2 and mean is 1.86. So we can see, respondents opinion is close to agree. Hypothesis 9 (H9) states that trustworthiness in TVC of 3G has positive influence on the perception of consumers. For this test, p-value (0.000) is lower than alpha value (0.05) (Table 2). So, H9 is accepted.One-Sample Statistics


3G advertisement is annoying2003.251.050.074

One-Sample Test

Test Value = 4


LowerUpper

3G advertisement is annoying-10.099199.000-.750-.90-.60

Table 5: One Sample T-Test for Annoying To measure annoying factor under Irritation variable, we have conducted one sample t-test. Here, test value is 4 and mean is 3.25. So we can see, respondents opinion is close to disagree. Hypothesis 5 (H5) states that annoying factor in TVC of 3G has influence on the perception of consumers. For this test, p-value (0.000) is lower than alpha value (0.05) (Table 5). So, H5 is accepted.INDEPENDENT SAMPLE T-TESTGroup Statistics

perticipant genderNMeanStd. DeviationStd. Error Mean

Truthfulness of adsMale1242.27.875.079

Female762.241.018.117

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

95% Confidence Interval of the Difference

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error DifferenceLowerUpper

Truthfulness of adsEqual variances assumed4.159.043.216198.829.029.136-.238.297

Equal variances not assumed.208140.726.835.029.141-.249.308

Table 6: Independent Sample T-Test for TruthfulnessTo measure truthfulness factor under Credibility variable, we have conducted independent sample t-test. Here, p-value (0.043) is lower than alpha value (0.05). So, Ho rejected and equal variances are not assumed.Group Statistics

IncomeNMeanStd. DeviationStd. Error Mean

Recall>= 2.001722.28.867.066

< 2.00272.931.207.232





RecallEqual variances assumed11.456.001-3.399197.001.647.190-1.022-.272

Equal variances not assumed-2.67930.357.012.647.241-1.140-.154

Table 7: Independent Sample T-Test for ReliabilityTo measure reliability factor under Credibility variable, we have conducted independent sample t-test. Here, p-value (0.001) is lower than alpha value (0.05). So, Ho rejected and equal variances are not assumed.

Group Statistics

IncomeNMeanStd. DeviationStd. Error Mean

Remember>= 2.001722.36.891.068

< 2.00272.481.369.263





RememberEqual variances assumed23.308.000-.604197.546-.121.200-.516.274

Equal variances not assumed-.44529.549.660-.121.272-.677.435

Table 8: Independent Sample T-Test for Remember factorTo measure remember factor under Effectiveness variable, we have conducted independent sample t-test. Here, p-value (0.000) is lower than alpha value (0.05). So, Ho rejected and equal variances are not assumed.Group Statistics

ageNMeanStd. DeviationStd. Error Mean

Information>= 31372.26.720.062

< 3621.98.640.081





InformationEqual variances assumed6.752.0102.617197.010.279.107.069.489

Equal variances not assumed2.736131.572.007.279.102.077.481

Table 8: Independent Sample T-Test for InformationTo measure Information variable, we have conducted independent sample t-test. Here, p-value (0.010) is lower than alpha value (0.05). So, Ho rejected and equal variances are not assumed.CROSSTABULATION1.perticipant gender * Reliable of ads Crosstabulation

% within perticipant gender

Reliable of adsTotal

strongly agreeagreeneutraldisagreestrongly disagree

perticipant genderMale8.1%49.2%32.3%7.3%3.2%100.0%

Female28.9%27.6%27.6%13.2%2.6%100.0%

Total16.0%41.0%30.5%9.5%3.0%100.0%

We surveyed about 200 respondents, among them 28.9% female answered strongly disagree, 49.2% male answered agree, 32.3% male were neutral and 13.2% female answered disagree. 3.2% male answered strongly disagree

2.perticipant gender * Truthfulness of ads Crosstabulation


Truthfulness of adsTotal

strongly agreeagreeneutraldisagree

perticipant genderMale16.1%53.2%18.5%12.1%100.0%

Female27.6%35.5%22.4%14.5%100.0%

Total20.5%46.5%20.0%13.0%100.0%

we surveyed about 200 respondents, among them 27.6% female answered strongly agree, 53.2% male answered agree, 22.4% female were neutral and 14.5% female answered disagree. 3.perticipant gender * Believable of ads Crosstabulation


Believable of adsTotal

strongly agreeagreeneutraldis agreestrongly disagree


Female15.8%53.9%11.8%15.8%2.6%100.0%

Total14.0%53.5%19.0%10.5%3.0%100.0%

We surveyed about 200 respondents, among them 15.8% female answered strongly agree, 53.9% female answered agree, 23.4% male were neutral and 15.8% female answered disagree. 3.2% male answered strongly disagree.4.perticipant gender * Trustworthy Crosstabulation


Trustworthy Total



Female28.9%40.8%14.5%14.5%1.3%100.0%

Total20.0%49.5%15.5%11.5%3.5%100.0%

we surveyed about 200 respondents, among them 14.5% male answered strongly agree, 54.8% male answered agree, 16.1% male were neutral and 14.5% female answered disagree. 4.8% male answered strongly disagree 5.perticipant gender * Annoying Crosstabulation


AnnoyingTotal

strongly disagreedisagreeneutralagreestrongly agree


Female2.6%25.0%23.7%38.2%10.5%100.0%

Total5.0%23.0%21.5%43.0%7.5%100.0%

we surveyed about 200 respondents, among them 6.5% male answered strongly disagree, 25.0% female answered disagree, 23.7% female were neutral and 23.7% male answered agree. 10.5% female answered strongly agree.6. perticipant gender * Offending Crosstabulation


OffendingTotal



Female3.9%23.7%36.8%31.6%3.9%100.0%

Total5.0%20.0%42.0%29.0%4.0%100.0%

we surveyed about 200 respondents, among them 5.6% male answered strongly disagree, 23.7% female answered disagree, 45.2% male were neutral and 31.6% male answered agree. 4.0% male answered strongly agree .7. perticipant gender * Manipulative Crosstabulation


ManipulativeTotal



Female5.3%31.6%26.3%34.2%2.6%100.0%

Total5.5%31.0%28.0%32.5%3.0%100.0%

we surveyed about 200 respondents, among them 5.6% male answered strongly disagree, 31.6% female answered disagree, 29.0% male were neutral and 34.2% female answered agree.3.2%male answered strongly agree .

8. perticipant gender * Relevant Crosstabulation


RelevantTotal



Female14.5%48.7%31.6%5.3%100.0%

Total10.0%49.5%35.0%4.5%1.0%100.0%

we surveyed about 200 respondents, among them 14.5% female answered strongly agree, 50.0% male answered agree, 37.1% male were neutral and 5.3% female answered disagree. 1.6% male answered strongly disagree perticipant gender * desirablity Crosstabulation


desirablityTotal



Female17.1%59.2%18.4%5.3%100.0%

Total12.0%56.0%28.0%4.0%100.0%

we surveyed about 200 respondents, among them 17.1% female answered strongly agree, 59.2% female answered agree, 33.9% male were neutral and 5.3% female answered disagree.

perticipant gender * Usefulness Crosstabulation


UsefulnessTotal



Female40.8%38.2%14.5%6.6%100.0%

Total31.0%51.0%11.5%6.5%100.0%

we surveyed about 200 respondents, among them 25.0% male answered strongly agree, 58.9% male answered agree, 14.5% female were neutral and 6.6% female answered disagree.

age * Truthfulness of ads Crosstabulation

% within age



age5-1557.1%28.6%14.3%100.0%

16-2641.8%38.2%10.9%9.1%100.0%

27-3710.0%62.9%20.0%7.1%100.0%

38-4814.0%44.0%20.0%22.0%100.0%

48+22.2%55.6%22.2%100.0%

Total20.5%46.5%20.0%13.0%100.0%

we surveyed about 200 respondents, among them 57.1% age 5-15 answered strongly agree, 62.9% age 27-37 answered agree, 55.6% age 48+ were neutral and 22.2% age 48+ answered disagree age * Reliable of ads Crosstabulation

% within age



age5-1542.9%57.1%100.0%

16-2630.9%45.5%12.7%10.9%100.0%

27-375.7%34.3%48.6%8.6%2.9%100.0%

38-4816.0%42.0%26.0%8.0%8.0%100.0%

48+44.4%38.9%16.7%100.0%

Total16.0%41.0%30.5%9.5%3.0%100.0%

we surveyed about 200 respondents, among them 42.9% age 5-15 answered strongly agree, 57.1% age 5-15 answered agree, 48.6% age 27-37 were neutral and 16.7% age answered disagree and 8.0% age 48+ answered stongly disagree .age * Believable of ads Crosstabulation

% within age



age5-1542.9%42.9%14.3%100.0%

16-2625.5%56.4%5.5%10.9%1.8%100.0%

27-3710.0%67.1%11.4%8.6%2.9%100.0%

38-488.0%46.0%30.0%10.0%6.0%100.0%

48+16.7%61.1%22.2%100.0%

Total14.0%53.5%19.0%10.5%3.0%100.0%

we surveyed about 200 respondents, among them 42.9% age 5-15 answered strongly agree, 67.1% age 27-37 answered agree, 61.1% age 48+ were neutral and 22.2% age 48+ answered disagree and 6.0% age 38-48 answered stongly disagree .

age * Trustworthy Crosstabulation

% within age

Trustworthy Total

strongly agreeagreeNeutraldisagreestrongly disagree

age5-1571.4%28.6%100.0%

16-2652.7%30.9%3.6%10.9%1.8%100.0%

27-375.7%67.1%12.9%10.0%4.3%100.0%

38-4814.0%52.0%18.0%10.0%6.0%100.0%

48+22.2%50.0%27.8%100.0%

Total20.0%49.5%15.5%11.5%3.5%100.0%

we surveyed about 200 respondents, among them 52.7% age 16-26 answered strongly agree, 71.4% age 5-15 answered agree, 50.0% age 48+ were neutral and 27.8% age 48+ answered disagree and 6.0% age 38-48 answered stongly disagree .Educational qualification*Truthfulness of ads Crosstabulation% within Education qualification


strongly agreeagreeneutralDisagree

Education qualificationschool student42.9%14.3%42.9%100.0%

college student21.4%39.3%10.7%28.6%100.0%

undergraduate36.4%36.4%12.7%14.5%100.0%

post graduate12.4%58.4%21.3%7.9%100.0%

Others4.8%42.9%52.4%100.0%

Total20.5%46.5%20.0%13.0%100.0%

we surveyed about 200 respondents, among them 42.9% school student answered strongly agree, 58.4% post graduate answered agree, 52.4% others answered neutral and 42.9% school student answered disagree . 16. Educational qualification*Reliable of ads % within Education qualification



Education qualificationschool student14.3%57.1%28.6%100.0%

college student17.9%35.7%21.4%14.3%10.7%100.0%

undergraduate25.5%34.5%23.6%12.7%3.6%100.0%

post graduate13.5%41.6%37.1%6.7%1.1%100.0%

others,42.9%100.0%

Total16.0%41.0%30.5%9.5%3.0%100.0%

we surveyed about 200 respondents, among them 25.5% undergraduate answered strongly disagree 57.1% others answered agree , 37.1% post graduate answered neutral , 28.6% school student answered disagree, 10.7% college student answered strongly disagree .

Educational qualification * Believable of ads Crosstabulation

% within Education qualification



Education qualificationschool student42.9%14.3%14.3%14.3%14.3%100.0%

college student32.1%35.7%3.6%14.3%14.3%100.0%

undergraduate12.7%60.0%10.9%14.5%1.8%100.0%

post graduate7.9%58.4%24.7%9.0%100.0%

others9.5%52.4%38.1%100.0%

Total14.0%53.5%19.0%10.5%3.0%100.0%

we surveyed about 200 respondents, among them 25.5% undergraduate answered strongly disagree 57.1% others answered agree , 37.1% post graduate answered neutral , 28.6% school student answered disagree, 10.7% college student answered strongly disagree .

CORRELATIONS

Mean_credibilityMean_irritationMean_informativenessMean_hedonic

Mean_credibilityPearson Correlation1.186**.275**.409**

Sig. (2-tailed).000.000.000

N200200200200

Mean_irritationPearson Correlation.186**1.231**.041**

Sig. (2-tailed).000.001.001

N200200200200

Mean_informativenessPearson Correlation.275**.231**1.429**

Sig. (2-tailed).000.001.000

N200200200200

Mean_hedonicPearson Correlation.409**.241**.429**1

Sig. (2-tailed).000.001.000

N200200200200

**. Correlation is significant at the 0.01 level (2-tailed).

In the case of correlation between credibility and irritation, the relationship is low between them. Which is just 0.186.In the case of correlation between credibility and informativeness, we found they are moderately positively correlated with each other. (Correlation is .275). In the case of correlation between credibility and hedonic, we found they are strongly positively correlated with each other. (Correlation is .409). In the case of correlation between irritation and informative, we found they are moderately positively correlated with each other. (Correlation is .231). In the case of correlation between irritation and hedonic, the relationship is very low. (Correlation is .041). In the case of correlation between informativeness and hedonic, we found they are strongly positively correlated with each other. (Correlation is .429).

Regression AnalysisVariables Entered/Removed

ModelVariables EnteredVariables RemovedMethod

1Mean_hedonic, Mean_irritation, Mean_informativeness, Mean_credibilitya.Enter

a. All requested variables entered.

Model SummeryThe valu of R Square (0.877) and R (0.770) predicting a moderate relationship between the set of independent variable and the dependent variable with the standard error of 30.3 percent (Table-2)

Model Summary

ModelRR SquareAdjusted R SquareStd. Error of the Estimate

1.877a.770.765.303

a. Predictors: (Constant), Mean_hedonic, Mean_irritation, Mean_informativeness, Mean_credibility

That means the attitude of viewers of 3G service advertising is only 77% influenced by hedonic, irritation, in formativeness, and credibility. The rest 23% is influenced by some other factors that we have not considered in our research. ANOVA TESTThe F value of the test for the data is 162.937. the p-value associated with this F value is very small, 0.0000 which is less than alpha value 0.05 ANOVAb

ModelSum of SquaresdfMean SquareFSig.

1Regression60.003415.001162.937.000a

Residual17.952195.092

Total77.955199

a. Predictors: (Constant), Mean_hedonic, Mean_irritation, Mean_informativeness, Mean_credibility

b. Dependent Variable: MDV

The study shows that there is positive significant impact of this independent variable on the dependent variable and the model applied is significantly good enough in predicting the dependent variable

Test of HypothesisThe four independent variables (Credibility, irritation, informativeness, hedonic) follow the hypothesis. Coefficientsa

ModelUnstandardized CoefficientsStandardized CoefficientstSig.Collinearity Statistics

BStd. ErrorBetaToleranceVIF

1(Constant)-.193.169-1.139.256

Mean_credibility.312.033.4029.572.000.6711.491

Mean_irritation.268.035.3077.748.000.7541.327

Mean_informativeness.170.038.1714.442.000.7951.257

Mean_hedonic.309.039.3217.950.000.7241.382

a. Dependent Variable: MDV

CredibilityHypothesis1 (H1) stated that the attitude of viewers toward 3G service advertisement will be positively affected by the perception of credibility within advertising. The credibility has positive influence (=.402) on 3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05) The study shows that H1 is accepted. The results show that the influence of perceived credibility on 3G service advertisement toward consumers preference is positive and significant in case of effectiveness of 3G service advertising. IrritationHypothesis2 (H2) stated that the attitude of viewers toward 3G service advertisement will be positively affected by the perception of irritation within advertising. The irritation has positive influence (=.307) on 3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05) The study shows that H2 is accepted. The results show that the influence of perceived irritation on 3G service advertisement toward consumers preference is positive and significant in case of effectiveness of 3G service advertising. Informativeness Hypothesis3 (H3) stated that the attitude of viewers toward 3G service advertisement will be positively affected by the perception of informativeness within advertising. The informativeness has positive influence (=.171) on 3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05) The study shows that H3 is accepted. The results show that the influence of perceived informativeness on 3G service advertisement toward consumers preference is positive and significant in case of effectiveness of 3G service advertising. HedonicHypothesis4 (H4) stated that the attitude of viewers toward 3G service advertisement will be positively affected by the perception of hedonic within advertising. The hedonic has positive influence (=.321) on 3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05) The study shows that H4 is accepted. The results show that the influence of perceived hedonic on 3G service advertisement toward consumers preference is positive and significant in case of effectiveness of 3G service advertising. Collinearity Diagnosticsa

ModelDimensionEigenvalueCondition IndexVariance Proportions

(Constant)Mean_credibilityMean_irritationMean_informativenessMean_hedonic

114.9151.000.00.00.00.00.00

2.03611.710.03.12.46.12.05

3.02414.460.02.76.47.04.01

4.01418.615.17.08.00.82.33

5.01120.793.78.04.07.02.60

a. Dependent Variable: MDV

Appendix

We are the students of East West University and are doing the course named Marketing Research as a part of our BBA program. As a partial requirement of the course we need to conduct a survey on Influence of 3G service TVC of mobile phone operators regarding consumers attitude towards advertisement and would recommend some suggestions. We ensure that the data given by you will be kept confidential and will be used particularly for our academic purpose.Survey Questionnaire

Gender: a. Male b. FemaleAge: a. 5-15 b. 16-26 c. 27-37 d. 38-48 e. 48+Education:a. School student b. College student c. Undergraduate d. Post Graduate e. Others... (Please Specify)Occupation: a. Private job b. Government job c. Business d. Student e. Others.. (Please Specify)Family Monthly Income: (Tk)15000-20000 b. 20000-30000 c. 30000-40000 d. 40000+ 6. When do you watch television? a. Early in the morning b. At noon c. In the afternoon d. In the evening e. At night 7. How do you enjoy your leisure time? a. Watching TV b. Hangouts with friends c. Travelling d. Others (Please Specify) 8. What kind of TV programs do you watch? a. Movies b. Reality Shows c. Sports d. Others . (Please Specify) 9. Which stimuli lead you to recall 3G advertisement?Emotional appeal b. Information c. Favorable brand emotion

10. Place your level of agreement of the following statement by placing tick ()ArgumentsStrongly AgreeAgreeNeutralDisagreeStrongly Disagree

3G advertisement is truthful C1

3G advertisement is reliableC2

3G advertisement is believable C3

3G advertisement is trustworthy C4

3G advertisement is annoyingI1

3G advertisement is offendingI2

3G advertisement is manipulativeI3

3G advertisement is relevantIN1

3G advertisement provides information that I desire of the right timeIN2

3G advertisement is useful IN3

3G advertisement is entertaining H1

3G advertisement is enjoyableH2

I refer to 3G advertising because it provides information about competitors offersA1

I support 3G advertising because Creativity is highly appreciatedA2

I support 3G advertising because it plays an important part in my buying decision A3

I can recall 3G advertisement quicklyE1

I can remember 3G advertisement E2

Thank youSPSS ANALYSISAppendix B (Sample Profile)A1. Sample Profile GenderStatistics

Participants Gender

NValid200

Missing0

Participant Gender

FrequencyPercentValid PercentCumulative Percent

ValidMale12462.062.062.0

Female7638.038.0100.0

Total200100.0100.0

Chart 1: GenderA2. Sample Profile AgeStatistics

Age

NValid200

Missing0

Age


Valid5-1573.53.53.5

16-265527.527.531.0

27-377035.035.066.0

38-485025.025.091.0

48+189.09.0100.0

Total200100.0100.0

Chart 2: AgeA2. Sample Profile Educational QualificationStatistics

Educational Qualification

NValid200

Missing0

Educational Qualification


Validschool student73.53.53.5

colledge student2814.014.017.5

undergraduate5527.527.545.0

post graduate8944.544.589.5

others2110.510.5100.0

Total200100.0100.0

Chart 3: Educational QualificationA4. Sample Profile OccupationStatistics

Occuption

NValid200

Missing0

Occupation


Validprivate job4522.522.522.5

government job4723.523.546.0

Business3316.516.562.5

student4020.020.082.5

other3517.517.5100.0

Total200100.0100.0

Chart 4: OccupationA5. Sample Profile IncomeStatistics

Income

NValid200

Missing0

Income


Valid15000-200002713.513.513.5

20000-300004723.523.537.0

30000-400006633.033.070.0

40000+6030.030.0100.0

Total200100.0100.0

Chart 5: IncomeReliability StatisticsA1. Reliability test for Credibility

Case Processing Summary

N%

CasesValid200100.0

Excludeda0.0

Total200100.0

Listwise deletion based on all variables in the procedure


.8824

Item Statistics

MeanStd. DeviationN

3G advertisement is truthful 2.26.930200

3G advertisement is reliable2.43.969200

3G advertisement is believable 2.35.950200

3G advertisement is trustworthy 2.291.025200

A2. Reliability test for Irritation


N%

CasesValid200100.0

Excludeda0.0

Total200100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics


.8023

Item Statistics

MeanStd. DeviationN

3G advertisement is annoying3.251.050200

3G advertisement is offending3.07.922200

3G advertisement is manipulative2.97.989200

A3. Reliability test for InformationCase Processing Summary

N%

CasesValid200100.0

Excludeda0.0

Total200100.0




.6643

Item Statistics

MeanStd. DeviationN

3G advertisement is relevant2.37.766200

3G advertisement provides information that I desire of the right time2.24.711200

3G advertisement provides information that I desire of the right time1.94.827200

A4. Reliability test for Hedonic


N%

CasesValid200100.0

Excludeda0.0

Total200100.0




.6712

Item Statistics

MeanStd. DeviationN

3G advertisement is entertaining 1.97.792200

3G advertisement is enjoyable1.93.786200

sample 7 3g

Documents

tv advertising

television advertising

tv advertisements

g sectors

main activities

g market share

tvc3g service

background3g service