Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

Impact of Advertisement on the Life Style of Pakistani Youth

Usman Daud
Student of MBA Lahore business school The University of Lahore, Pakistan. E-mail: Daud.01@gmail.com

Umer Farooq
Student of MBA Lahore business school The University of Lahore, Pakistan. E-mail: Umerfarooq88@gmail.com

Faiza Anwar
Student of MBA Lahore business school The University of Lahore, Pakistan. E-mail: phyza14@hotmail.com

ABSTRACT Objective of this Study was to access to the role of the TV advertisement in changing the life style of Pakistani youth with the help of the habits, attitudes, tastes, moral standards parameter. And also to measure to which extent advertisement is useful in changing the life style and its impact on society. It was a community-based analytical study, undertaken from March to June 2011. A group of 200 respondents takes part in the study out of which 141 were female, 61 were male, and data was collected from different universities of Lahore. In results, male and female both point out that the advertisement is changing lifestyle and variable associated with lifestyle by far of its limit and can be problematic of our society. Keywords: impact, lifestyle, advertisement, Society INTRODUCTION The impact of television is immense due to combination of audio- visual effect and broadly spread viewer ship and this feature of TV is worldwide acknowledge and used as effective tool for advertisement .In Pakistan now a days marketer are heavily targeting lifestyle in TV advertisement.Alfred Adler firstly used lifestyle in 1929, for person basic reaction and behavior. Danial Czitrom and David Marc (1985) provide a sketch to the popularity of lifestyle in 1960s, when several lifestyles became known to individuals and groups, including; gay lifestyle, communal life style, student and youth lifestyle, all forming the new alternative lifestyles. The originality of the word was somewhat lost during the transformation and introduction of the alternative lifestyles, focusing more on being part of a more Hollywood lifestyle, observed by celebrities, and followed by masses. Now the question arise how Advertisement and Lifestyle are related. In business, "lifestyles" provide a means by which advertisers and marketers try to target and match consumer aspirations with products, or create aspirations relevant to new products. Therefore marketers take the patterns of belief and action characteristic of lifestyles and direct them toward expenditure and consumption. These patterns reflect the demographic factors (the habits, attitudes, tastes, moral standards, economic levels and so on) that define a group. As a construct that directs people to interact with their worlds as consumers, lifestyles are subject to change by the demands of marketing and technological innovation. Youth is considered the builders of any nation. The advertisement industry has a tremendous impact on our thinking. Most people believe what they see on TV. The advertisers know how to appeal to our senses. They tell us what to wear (because everyone is wearing it), what to eat (because everyone is eating it), and what to do (because everyone is doing it). They use peer pressure very heavily. "You need to wear these tennis shoes because (add a big name sports star) is wearing them and everyone else is going to wear them. You want to be cool don't you?" You have to have a fast car that can go 120 mph even though the speed limit is set at about half

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Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

that. They have confused our youth with the difference between "need" and "want. The cultural impact on youth life style is global, advertiser can use the same commercials in all over the world (Ebad, 2010). This leads to break down in the differences of the societies. The youth now, a day grows while watching these ads and that is why the culture of almost 70% of the world is changing. Advertisement is also influencing behavior of kids. Advertising makes kids want things -- it creates desire --which puts a lot of pressure on parents. Television is a showcase for "must have" items that parents are expected to buy.Kids and parents always have to struggle about purchases. When a parent says, 'No, I can't buy that, I don't have enough money', there's an underlying sense that the parent is not meeting the child's needs and is depriving the child of what he or she needs to be happy."(Neelima Gupta,2008). At the same time advertisement affects the psychology health the youngster who learn how to get parents to respond to his or her wishes and wants. This may take the form of a grunt, whine, scream, or gesture--indeed some tears may be necessary--but eventually almost all children are able on a regular basis to persuade Mom or Dad to buy something for them.Advertisement is integral part of industry, and tactfully targeting the youngster to sell their profit but forgetting that advertising has an impact on impressionable minds of the children. Parents should be aware that advertising is going on, and it's influencing their children more than they think (AnandNawathe, 2007*). Parents must educate the children to examine the surrounding more carefully and take decision more logically.A Study done by (Shabbir, 2008) shows that Pakistani children are very much aware about TV commercials features like: truthfulness, annoyingness, taste and influencing characteristics of the ad. Their behavior is also different about advertised and non-advertised brands. TV advertising has enhanced their involvement in product selection and purchase, they prefer to buy TV advertised products and sometimes they want TV advertised products even though they do not need them. They also like the advertisements of the products that they are using and believe that products are as good as expected from TV advertisements. Advertisement has an impact on buying behavior of the youth.This ultimately changes their lifestyles. In Pakistan, most advertising agencies now target children through advertisement especially when advertising consumer products like childrens toys, chocolates, candy bars, tooth paste etc. (Farooq Ahmed Jam,2010) identified Impact of marketing activities (specially adverting) on children is very important and sensitive issue for the society and marketers. Results showed interesting findings that ads do not impact negatively to children memory and behavior rather it enhances the knowledge of children and the ads targeted to children are not effective For effective positioning of children related products marketers should target the parents and include ethical orientation along with environmental knowledge to influence the buying behavior of parents. OBJECTIVE AND HYPOTHESIS Objective of this Research is to access to the role of the TV advertisement in changing the life style of Pakistani youth with the help of the habits, attitudes, tastes, moral standards parameter. With that, also to measure to which extent advertisement is useful in changing the life style and its impact on society. METHODOLOGY It was a community-based analytical study, undertaken from March to June 2011. The authors has developed a questionnaire. The questionnaire was designed, to know the point of view of youth regarding the impact of advertisement in changing the life style. First part of questionnaire contains information regarding demographic. Second part has the series of close-ended indirect questions, which were based on lifestyle variables like believe, Norm Cultural value, family bonding and tendency to copy Ad. In the end, direct question was asked regarding the change in life style due to advertisement. Non-random convince sampling technique was used in our survey. To complete the survey 210 samples, respondents selected different well renowned universities of Lahore. Male and 141 from the female filled 65 questionnaires. After the data collection in form of questionnaire. We entered data In SPSS 16. Than we run detail analysis, we did descriptive analysis on bases of gender and to test Hypothesis we use the Chi-Square. In addition, our hypothesis was Ho: There is NO association between advertisement and in changing life style of youth H1: There is an association between advertisements an in changing life style of youth. RESULT Table 1.1 and table 2.2 show the distribution of respondent gender and Ages. The total of 206 participants participates in this study. In which 141(68.5%) are female student and 65(31.5%) are male. In which 15-19 age male was 26 and female was 60 similarly 20-24 age and female were 37 and 79 respectively, while the

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Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

respondent greater or equal to 25 was only 4 The mean ages of the of males are 20.482.016 and mean age of female are 20.181.949 Table 1.1 goes here Table 1.2 goes here Table 2.1 goes here Table 3 goes here Students from different universities have been asked to fill the questionnaire to check their perception of impact of advertisement in changing the life style of youth.In our study their responses have been recorded and evaluated. The first question is asked from the respondent what they think that youth watch TV or not 73 % female and 64 % male agreed that youth watch. Regarding the duration of watching TV 84 % and 54 %percent female and male opinioned that youth spend more than one hour in watching TV. In the response of Third, question 75% male and 77 % female stated that they gave more attention to TV advertisement as compare to paper and billboard advertisement. The forth question asked from male and female was wither Advertisement is changing belief of our youth, in response 60% male and 70% female said yes while 23% male and 14% female did not agree that youth belief is changing by advertisement the fifth question put in front of respondent was about the advertisement impact on norms. Result was the same 80% both male and female agreed that advertisement is changing the norms of the society. Similarly 90% female and 73% male agreed that the advertisement is changing the culture. Another question was asked from the responded if Farther 52% female and 47% agreed that advertisement is changing the religious value 74% female and 69% male agreed that Advertisement is also changing religious value of youth.advertisement is affecting the family bonding negatively, as TV advertisement of this era proposed the individualistic lifestyle. Studied showed new life style can be easily introduced among the youth as 74 percent male and 80 percent female respond that they try to copy advertisement after watching it. More over impact of advertisement is on youth is immense, as 76 % female and 71 male respond that advertisement impact last on them after watching it for some time. In addition, this impact can be reinforcing after watching it several time. This impact can also be reinforce by using the celebrity appeal in advertisement as 77% female and 69 % male agreed that celebrity in ad have greater impact on them. 80 % female 74% male respond that advertisement is helping youth in making buying decision or in other word advertisement is changing youth buying decision. In response to direct question if Advertisement is changing life style of youth, 80 percent respondent agreed that advertisement is changing the life style of youth. ANALYTICAL ANALYSIS H1: There is an association between advertisement and in changing life style of Pakistani youth. Ho: There is no association between advertisement and in changing life style of Pakistani youth. Table 4 goes here To test hypothesis we analyze the association of advertisement with life style variables through Chi square. Every variable believe, Norm, Culture, Religious value, family bonding, Imitate, Impact and celebrity appeal showed the high level of association with advertisement. As the Result our H0 is rejected and H1 is selected which means our advertisement is changing the life style of our youth. CONCLUSION We started with the aim to explore the role of advertisement in influencing the lifestyle of youth and our findings provided astonishing insights for future researchers and marketing managers. We ended up with the finding son the bases of above-mentioned statistics, we can safely conclude that TV advertisement in general and those involving same celebrities have immense and lasting effect on youths lifestyle, religious value, family bonding and their decision making for buying various items. Some of the effects are really damaging for our society, which are generally based on combined family system, established religious and cultural value and where majority of people cannot not afford to purchase the product, which have severe temptation for youth in the race of show power

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Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

LIMITATIONS Limitations and Future Research Implications Future researcher must test these findings in different cultural context to support our findings or if any different results found. There are some limitations of study regarding sample selection because entire samples taken from only one city of Pakistan so it may not be the true representative of population. Life style, economic condition and per capita income of that area might have some influence on the community in sample. Another major limitation of our study is that lack of grounded theory for our hypothesis support. Third major limitation of our study is regarding the validity and reliability of our measuring instrument, we designed the questionnaire from the help of different literature and makes required changes in their scale as per our sample, although we tried our best to make the process standardized but the sole reliability and validity of our instrument is referred to them. Despite of all these constraints we tried our best to follow the standard research procedures and styles for our sincere attempt will add very little value in this stream of research. REFERENCES 1. 2. Hassan,F., Kirmani,S., &Shabbir, S.M.(2008).Children Attitude towards TV Advertisements in Pakistan.European Journal of Scientific Research.Business Department.International Islamic University.IslamabadPakistan.ISSN 1450-216X Vol. 21 No.4 pp.693-699. Haroon,M.,Nisar,M., Qureshi,M.T.,&Rehman,Z,M.(2011). Does the Food Advertisement on Television Have the Impact on Childrens Food Purchasing Behavior?A Study Based on Pakistan Food Advertisement. International Journal of Business and Management.Faculty of Management Sciences.National University of Modern Languages.Sector H-9, Islamabad.Pakistan.Vol. 6, No. 1. Devi,A., and Gupta,N.(2008). Impact of T.V Advertisements on Buying Pattern ofAdolescent Girls.J.Soc. Sci.Government College for Women. Parade, Jammu, Jammu and Kashmir, India.16(1): 51-55. Akhtar.S.,Hijazi,T,S.,Jam,A,F.,&Khan,B,M.(2010). Impact of Advertisement on Children Behavior: Evidence from Pakistan.European Journal of Social Sciences.Faculty of Management Sciences.International Islamic University. Islamabad. Pakistan.Vol.12, No.4. Dethe.S.,Gawande,R., &Nawathe,A.(2007).Impact of Advertising on Childrens Health.International Marketing Conference on Marketing &Societ.IIMKDepartment of Management Sciences.University of Pune.Pune. Baig,E.,Javaid,H.,&Khan,S.(2010). Lifestyle Advertising Emerging Perspective in Advertising.European Journal of Economics, Finance and Administrative Sciences.Lahore Business School. University of Lahore1-KM Defence Road. Lahore. Pakistan.ISSN 1450-2275 Issue 21. Massey,J.(2007).The Impact of Advertising on Teenagers.West Philadelphia High School.

3. 4. 5. 6. 7.

Study Group No of respondent

Table 1.1 Distribution of study group on Gender Male Female 65(31.5 %) 141(68.5 %)

Total 206

Age 15-19 20-24 25 ( S)

Table 1.2 Distribution of study groups on Age Male Female 26 60 37 2 20.482.016 79 2 20.181.949

Total 96 116 4

Cases

Table 2.1 Distribution of Male Remarks Strongly Disagree Natural Agree Disagree Frequency Frequency Frequency Frequency (%) (%) (%) (%)

Strongly Agree Frequency (%)

No of respondent Frequency (%)

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Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

Do youth watch TV youth spend more than one hour in watching TV Attention to TV Advertisement Attention to paper advertisement Attention to Bill board advertisement Advertisement is changing Believe of our youth Advertisement is changing Norm of society Advertisement is changing Culture of our Society? TV advertisement is changing Religious value of our youth TV advertisement is changing Family bonding of our youth youth try to copy TV advertisement after watching it TV advertisement impact lasts on youth? TV advertisement change buying decision Celebrity in Ad have greater impact on youth advertisement is changing the life style of our youth

3(4.6%)

7(4.6%) 5(7.7%) 2(3.1%) 30(46.2%) 25(38.5%) 11(16.9%) 3(4.6%)

13(20 %) 6(9.2%) 11(16.9%) 15(23.1%) 20(38.5%) 11(16.9%) 11(16.9%) 7(10.8%) 10(15.4%) 17(26.2%)

25(38.5%) 27(41.5%) 33(50.8%) 5(7.7%) 12(18.5%) 22(33.8%) 37(56.9%) 27(41.5%) 25(38.5%) 20(30.8%)

17(26.2) 27(41.5%) 17(26.2%) 2(3.1%) 4(6.2%) 17(26.2%) 14(21.5%) 21(32..3%) 20(30.8%) 11(16.9%)

65(100%) 65(100%) 65(100%) 65(100%) 65(100%) 65(100%) 65(100%) 65(100%) 65(100%) 65(100%)

2(3.1%) 13(20%) 4(6.2%) 4(6.2%)

2(3.1%) 1(1.5%) 2(3.1%)

8(12.3%) 9(13.8%) 15(23.1%)

7(10.8%) 1(1.5%) 1(1.5%) 2(3.1%) 2(3.1) 5(7.7%) 2(3.1%) 4(6.2%) 5(7.7%)

10(15.4%) 13(20%) 13(20%) 14(21.5%) 11(16.9%)

30(46.2%) 38(58.5%) 31(47.7%) 25(38.5%) 27(41.5%)

18(27.7%) 8(12.3%) 18(27.7%) 20(30.8%) 20(30.8%)

65(100%) 65(100%) 65(100%) 65(100%) 65(100%)

Cases

Strongly Disagree

Table3: Distribution of Female Remarks Disagree Natural Agree

Strongly Agree Frequency (%) 28(19.9%) 84(56.9%) 45(31.9%) 1(.7%)

No of respondent Frequency (%) 141(100%) 141(100%) 141(100%) 141(100%)

Frequency (%) Do youth watch TV youth spend more than one hour in watching TV Attention to TV Advertisement Attention to paper advertisement 1(.7%) 1(.7%) 7(5%) 11(7.8%)

Frequency (%) 11(7.8%) 8(5.7%) 13(9.2%) 76(53.9%)

Frequency (%) 26(18.4%) 10(7.1%) 14(9.9%) 36(25.5%)

Frequency (%) 75((53.2%) 35(27%) 62(44%) 17(12.1%)

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Interdisciplinary Journal of Research in Business

Vol. 1, Issue. 7, July 2011(pp.39-44)

Attention to Bill board advertisement Advertisement is changing Believe of our youth Advertisement is changing Norm of society Advertisement is changing Culture of our Society? TV advertisement is changing Religious value of our youth TV advertisement is changing Family bonding of our youth youth try to copy TV advertisement after watching it TV advertisement impact lasts on youth? TV advertisement change buying decision Celebrity in Ad have greater impact on youth advertisement is changing the life style of our youth

7(5%) 5(3.5%)

58(41.1%) 14(9.9%) 8(5.7%)

39(27.7%) 23(16.3%) 26(16.3%) 14(9.9%)

26(18.4%) 62(44%) 71(50.4%) 68(48.2%)

11(7.8%) 37(26.2%) 39(27.4%) 55(39%)

141(100%) 141(100%) 141(100%) 141(100%)

1(.7%)

3(2.1%)

4(2.8%) 4(2.8%)

13(9.2%) 40(28.4%)

20(14.2%) 22(15.6%)

65(46.1%) 49(34.8%)

39(27.7%) 11(16.9%)

141(100%) 141(100%)

14(9.9%) 14(9.9%) 4(2.8%) 4(2.8%) 1(.7%) 7(5.0%) 8(5.7%) 6(4.3%)

14(9.9%) 25(17.7%) 17(12.1%) 19(13.5%) 10(7.1%)

67(47.5%) 71(50.4%) 71(50.4%) 50(35.5%) 66(46.8%)

46(32.6%) 31(22%) 42(29.8%) 60(42.6%) 58(41.1%)

141(100%) 141(100%) 141(100%) 141(100%) 141(100%)

Table4 Analytical Analysis VARIABLES TVadvertisement * changing Believe of our youth TVadvertisement * changing Norm of society TV advertisement* changing Culture of our Society? TV advertisement * changing Religious value of our youth TV advertisement * changing Family bonding of our youth TV advertisement * copying after watching it TV advertisement* impact lasts on youth. TV advertisement* changing buying decision TV advertisement * Celebrity appeal impact on youth LEVEL OF SIGNIFICANCE .001 .032 .000

.000 .001 .000 .000 .000 .000

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