Business Reserch Effect of Advertisement Ob Buying Behaviour of Female

B-Admn509 BUSINESS RESEARCH METHODS
FLAMBOYANT MBA PUGC 1

INTRODUCTION OF THE REPORT
STATEMENT OF PROJECT:
The statement of our topic is
“EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OF

FEMALES”
So at the very beginning, we’ll 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,
PRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCING
CONSUMERS OR THE PUBLIC”.
THE ADVERTISER PURCHASES TIME (RADIO, TELEVISION, CABLE) OR

SPACE (PRINT PUBLICATIONS—NEWSPAPERS, 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

• HERE’S 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…


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 Branding
J. 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
Social Sciences in Advertising
Stanley & Helen Resor 1920
Women in Advertising
Advertising Research
Raymond Rubicam 1923
Creative 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
1990- Advertising in the '90sCreativity & Brand Building
Hal Riney
FIRST ADVERTISING AGENCY IN PAKISTAN

“Manhattan Pakistan”
Head : Col. Aizaz ul Waheed

Affiliation : None
Brief Intro : We were one of the first Pakistani-owned ad agencies to enter
Pakistan’s 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 with
the 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 100
professionals steering the agency on a straight course towards success!
We maintain the delicate balance between conceptualization, to

product positioning and an effective performance in the marketplace.
We have helped influence consumer preferences and changing

lifestyles.
We are Manhattan Pakistan!
Founded : 1954
Top : Instaphone
Clients Askari Bank
PTV
Burraq Telecom
PTCL
NOTE: DETAILS OF TOP ADVERTISING AGENCIES IN PAKISTAN ARE

ATTACHED AT THE END OF REPORT IN ANNEXURES.

MAJOR ADVERTISING MEDIAS
IN 1970’S FOLLOWING MASS MEDIAS BOCAME MATURE IN THE WHOLE

WORLD…

• NEWS PAPERS (DOMINATE)

• TELEVISION
• DIRECT MAIL
• RADIO
• MAGAZINES
• OTHERS (BILL BOARDS, TRADE PRESS ETC…)
IN 1980’s, CABLE ADVERTISING GREW

AND IN 1990’s, INTERNET ADVERTISING GREW.
SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE
Television Yellow Pages
Newspaper Magazine
Major Kinds of
Media
Direct Mail Outdoor
Radio Internet
MAJOR ADVERTISING MEDIAS IN PAKISTAN

IN THE BOUNDARIES OF PAKISTAN, FOLLOWING MEDIAS ARE WORKING:

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

TYPES OF ADVERTISEMENT:
Product Advertising:
In which manufacturers wants to focus on products

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

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 when

pharmaceutical 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.

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 about
your 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 have
spent millions of pounds on advertising to get them to the stage where they are now.
The following may be the maximum reasons to advertise…

• 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 advertising
with 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

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

- 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

 Attracts a large audience  Standardized messages

 Gains pass along lack
readership flexibility
(for print)  Some media require large
 Low cost per contact investments
 Many alternatives  Geographic flexibility
available limited
 Control over message  Some media require long
content; lead
message can be standardized time
 Message study possible  Some media have high
 Editorial content throwaway rate
surrounds ad  Some media limit the
 Self-service operations ability to
possible provide detailed information
PURPOSE OF RESEARCH:

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 we’ll 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 we’ll get
our findings then we’ll give very fruitful suggestions to the marketing
departments of the organizations that how they can increase their sale
amongst the females.

RESEARCH PROCESS
Now coming towards the basic topic, we’ll start from here the major portion of our report
which is the research process through which we’ll conclude what we find and what are
the recommendations for the marketing departments of the organizations.

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.

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:

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 the
females 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 of
females having different taste, different preferences, and living in different cities of
Pakistan and are of different ages.

PRELIMINARY DATA COLLECTION:

“It means to seek information in order to know more about what we
observed”
Here we are working on a broader term that which factors influence the females buying
behavior 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.

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 determine

about 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 called formal 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 called informal interview.”
For the purpose of collecting the preliminary data about our observation, we conducted
some unstructured interviews from following 2 SECTORS…
A. EDUCATIONAL SECTOR
B. ADVERTISING AGENCY
EDUCATIONAL SECTOR:
FROM EDUCATIONAL SECTOR WE SELECTED THE FEMALE MEMBERS OF

FOLLOWING INSTITUTIONS…

1. THE WELL KNOWNED FEMALE TEACHERS OF UNIVERSITY OF THE

LAHORE
2. 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, PAK
AIMS AND D & E ACADEMY.
According to the structured and unstructured interviews which we have conducted to the
above 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 don’t 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

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;

“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 for
the 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
Buyer
Psychological
Personal
Social
Culture

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
Subculture
Groups 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

• 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
consumer’s buying behavior, especially of female customers.

PROBLEM DEFINITION
After the preliminary data collection, we can now develop a statement to explain the
basic problem.
Any gap between desired situation and actual situation is called Problem and brief
statement 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.”

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)
EFFECTS ON
BUYING
BEHAVIOUR OF PRICE AND QUALITY ORIENTED
FEMALES ECONOMY
1- PRICE
2- QUALITY
3- ADVERTISEMENT (Antecedents)
4- IMPORTED PRODUCTS
5- PURCHASING POWER
6- STATUS
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

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 behavior
of 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.

THEORETICAL FRAMEWORK
“It is a logical developed, described & elaborated network of associations among
variables that have been identified through interviews, observation & literature survey”
Variables:

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 we’ll explain the effect of other factors on this dependent variable in detail in our
whole 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 we’ll 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.

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

(Dependant Variable) (Intervening Variables) (Independent Variables)
Imported products
Substitutes
Purchasing power
Advertisement
Quality
Price
-Status
consciousne
Buying behavior of ss
females -willingness
(Moderating Variables) (Extraneous Variables)
Role of the
marketing Sales tax
departmen
ts of
companies.
.


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
 RELATIONAL
This 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.

So the following is the creation of Hypothesis of different factors that affect the buying
behavior of females…
Female preferences:
Hο: females do not prefer quality of the product while buying
H1: females prefer quality of the products while buying.
Influence of advertisements:
Hο: Advertisement has no influence on the buying behavior of females
H1: advertisement has influence on the buying behavior of females.
Status consciousness
Hο: females do not prefer status/self image while buying.
H1: females prefer status/ self image while buying.
Negative effects of advertisements:
Hο: 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:
Hο: 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:
Hο: imported good are not more attractive for females
H1: imported goods are more attractive for females.
Satisfaction level:
Hο: good advertisements are not the basic cause of satisfaction of females towards consumption of goods.
H1: good advertisements are the basic cause of satisfaction of females towards consumption of goods.
Advertised products:
Hο: 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:
Hο: 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:
Hο: advertisements cannot create the demand of any product.
H1: advertisements can create the demand of any product.


RESEARCH DESIGN:
It is a major and pivotal step of business research. The step involves the overall scheme
about data collection.
“Research design is a plan and structure of investigation to obtain answer to research

question. 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 TYPE OF
STUDY INVESTI RESEAR
GATION CHER
INTERFE
RENCE
STUDY
SETTING
UNIT OF
ANALYSI
S
TIME
HORIZO
N
SAMPLIN
G
DATA
COLLEC
MEASURE TION
MENT OF METHOD
MEASURE S
S

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
female’s 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 called
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 which
influences the buying behavior of females.

RESEARCHER INTERFERENCE:
In researcher interference we see that which type of study is going to be conduct by our
group. 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 we’ve conducted our research process. The study
setting may be of 2 types:
a. Contrived
This 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.

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, we’ve gathered the data from INDIVIDUALS in the form of questionnaires and
from ORGANIZATIONS in the form of interviews.
TIME HORIZON:
In which we mention that how much time we’ve 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 about the
whole population
The basic purpose of sampling is;
To obtain maximum information about the characteristics of population with in less time, cost and effort
There are two types or styles of Sampling. That is
 Probability Sampling
 Non Probability Sampling

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, we’ve done the complex random sampling under the head of probability
sampling in which we’ve used the CLUSTER SAMPLING APPROACH in which sample is chosen on
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 homogeneity.

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 selected
organizations. 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.

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 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.

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, we’ve 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.


DATA ANALYSIS
For the purpose of analyze the validity and reliability of data, certain statistical tools
Averages
Correlation
Percentage 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 WE’LL 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:
We’ll analyze here each and every question one by one, keep in mind that this
questionnaire was only for females.

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 22 7.3 7.3 71.0

imported
all of the 87 29.0 29.0 100.0
above
Total 300 100.0 100.0
GRAPHICAL REPRESENTATION:
price
all of the above
local or imported quality
appearance

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 females
of different ages and from different areas. When we took the frequency of our
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, but
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 ALL
OF THE ABOVE, which means now days females do shopping according to a
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 the
quality and then to the other influencing factors.
HENCE
THE
R
ESULT

Q#2: Do advertisements influence your buying?

Frequency Table
Do adver influence buying
Frequency Percent Valid Cumulative

Percent Percent
Valid yes 193 64.3 64.3 64.3
no 58 19.3 19.3 83.7
I don’t 49 16.3 16.3 100.0

know
Total 300 100.0 100.0
300
200
100
Count
0
yes no i dont know
do adver influence buying

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 BUYING
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. This
may be due to the fact that Pakistan is a poor country and females can’t bear too
much expensive things so they always cant follow the advertisements while
buying the necessities of life.
And the last portion of females, which is 49…they said that they don’t have any
idea about it which means they do shopping according to the routine matters.
They don’t prefer which things are newly emerging in advertising Medias.
HENCE
THE
R
ESULT

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

Frequency Table
Conscious towards
Frequency Percent Valid Cumulativ
Percent e Percent
Valid advertise 33 11.0 11.0 11.0
ment
status 51 17.0 17.0 28.0
price, 141 47.0 47.0 75.0
quality
all of the 75 25.0 25.0 100.0
above
300
Total 100.0 100.0
advertisement
all of the above
status
price, quality

IN THE NUT SHELL:

Above question was administered by our group by keeping in mind the female
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 they
prefer quality and price factor while buying. They do not compromise with the
quality of the product. Others are the secondary things.
Here we can observe that status also influence the buying behavior because in
our country females often consider the status while buying.
HENCE
THE
R
ESULT

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

Frequency Table
Status preferences
Frequenc Percent Valid Cumulati
y Percent ve
Percent
Validi think so 154 51.3 51.3 51.3
i dont 44 14.7 14.7 66.0
think so
seldom 64 21.3 21.3 87.3
think so
i dont 38 12.7 12.7 100.0
know
Total 300 100.0 100.0
GRAPHICAL REPRESENTATION
180
160
140
120
100
80
60
40
Count
20
i think so i dont think so seldom think so i dont know
status preferences

IN THE NUT SHELL:

Here we can see that how status effects the female buying behavior. Here in our
country females are very conscious for their self image so we can see that in the
results 144 females agree that they consider the self image while buying.
Secondly females said that they seldom think that they consider the status while
buying because they also consider the price and quality of the products as well
because they are also very important.
At the last some females said that they are not status conscious and some said
that they don’t know that either they consider the self image while buying or
not. These may be those females which only prefer to buy basic necessities life
and belongs to middle or lower middle families.
HENCE
THE
R
ESULT

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

Frequency Table
Type of advertisement
Percent 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
product
institutional

IN THE NUT SHELL:

Here we’ll se that which advertisement type is more attractive for females. This
question was made for the purpose to suggest the companies that females prefer
which types of advertisements.
Here we can see that product advertisement is at the top of the list. Females are
more familiar towards product advertisements instead of other types.
Secondary celebrity advertisements are also very famous amongst the females
but there should be improvements in this type for becoming more successful.
HENCE
THE
R
ESULT

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

Frequency Table
Negative effect of advert
Percent Percent
Valid 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

160
140
120
100
80
60
40
20
Count
0
yes no sometimes never
negative effect of advert
IN THE NUT SHELL:

Now we’ll see that we know that advertisements have influencing effects on the
buying behavior of females but is advertisement has negative effects as well or
not.
For this purpose we illustrated the above questionnaire and took feedback from
females. From that feedback we came to know that mostly females think that

sometimes advertisement effects negatively. These negative effects may be of

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 that
there can never be any bad effects of advertisements. Advertisements are
successful always.
HENCE
THE
R
ESULT
Q#7: Negative effects of advertisement may be of which type?

Frequency Table
Negative effects may b
Percent Percent
Valid You often 109 36.3 36.3 36.3
neglects the
price while
purchasing

Too much 39 13.0 13.0 49.3

prefer the
celebrity
advertisement
Prefer only 73 24.3 24.3 73.7
appearance
and
reputation of
company, not
quality
others 79 26.3 26.3 100.0
Total 300 100.0 100.0
others
You often neglects
Prefer only appearan
Too much prefer the
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 that
should be what. So according to our research, we can say that females think that
when new advertisement come then they often neglect the price of the product

and purchase that advertised product. They don’t 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 don’t consider the quality
much at that time.
And also a large number of females said there are also other negative effects of
advertisements that appear according to the conditions.
HENCE
THE
R
ESULT
Q#8: Effectiveness and attractiveness of advertisement depends upon

Frequency Table
Attraction towards
Percent Percent
Valid slogan 54 18.0 18.0 18.0

trade mark 25 8.3 8.3 26.3

company 64 21.3 21.3 47.7
repute
appearance 39 13.0 13.0 60.7
all of the 118 39.3 39.3 100.0
above
Total 300 100.0 100.0
140
120
100
80
60
40
20
Count
0
slogan company repute all of the above
trade mark appearance
attraction towards
IN THE NUT SHELL:

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. That’s 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 attract
the females toward their products through advertisement.
HENCE
THE
R
ESULT
Q#9: How the advertisements of substitutes affect the popularity of any product
Frequency Table

Advertisement of substitute
Percent Percent
Valid Demand of the 121 40.3 40.3 40.3
product
reduces
You neglect 67 22.3 22.3 62.7
the product
due to new
advertisement
of substitute
it doesn’t 112 37.3 37.3 100.0

effect
Total 300 100.0 100.0
it dosn't effect
Demand of the produc
You neglect the pro

IN THE NUT SHELL:

Here is a question to check that if a new advertisement of the substitute of any
existing product come then is that affects the popularity and sale volume of the
existing product.
So according to the feedback we can see that 121 females said that demand of
the existing product decreases due the advertisement of the new product and
112 females said that it doesn’t effect the popularity of the product which
means here is a controversy amongst the different group of females, which
means that females perceive the new advertisements differently according to
their mood and situations.
HENCE
THE
R
ESULT

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

Frequency Table
Advertisement media
Percent Percent
Valid electronic 187 62.3 62.3 62.3
news paper 21 7.0 7.0 69.3
fashion 52 17.3 17.3 86.7
magazines
bill boards 34 11.3 11.3 98.0
others 6 2.0 2.0 100.0
Total 300 100.0 100.0
200
100
Count
0
electronic fashion magazines others
new s paper bill boards
advertisement media

IN THE NUT SHELL:

Now in this question we’ll see that which advertising Medias are most popular
amongst females.
Now here we can see that electronic media is the basic most important media
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
THE
R
ESULT

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

Frequency Table
Advertisement effect level of buying
Percent 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
buy more
remains same
buy less

IN THE NUT SHELL:

Here we are checking that how the advertisement affects the level of the buying
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 remains
same with the new advertisements. They buy in the routine; there is not any big
change due to advertisements.
But on the second hand another big group of females said that their buying
level increases with the new and innovative advertisements. When any
advertisement attracts them then they definitely buy that due to which their
buying level increases.
HENCE
THE
R
ESULT

Q#12: Advertisements of imported products are more attractive for you due to
Frequency Table
Advertisement of imported products
Percent Percent
Valid quality 120 40.0 40.0 40.0
reliability 77 25.7 25.7 65.7
company 59 19.7 19.7 85.3
image
status 44 14.7 14.7 100.0
Total 300 100.0 100.0
GRAPHICAL REPRESENTATION

140
120
100
80
60
40
Count
20
quality reliability c ompany image s tatus
advertisemen t of imported products
IN THE NUT SHELL:
Females in our country prefer a lot the imported goods on local goods so we
conducted the research for this purpose also that what are the reasons behind
this so that our local companies can also adopt that strategies so that their
selling will also increase
So according to the results we can see that females prefer them due to the
quality and reliability of that products, the imported products are more reliable

and have the good quality due to which they prefer them and neglect the local
goods.
HENCE
THE
R
ESULT
Q#13: Which advertisement, for the following categories, is more attractive for you
Frequency Table
More attractive advertisement categories
Percent Percent
Valid basic 91 30.3 30.3 30.3
accessories
home 52 17.3 17.3 47.7
appliances
art and craft 36 12.0 12.0 59.7
cosmetics 120 40.0 40.0 99.7
others 1 .3 .3 100.0

Total 300 100.0 100.0
others
basic accessories
cosmetics
home appliances
art and craft
IN THE NUT SHELL:
We know that advertisement is very popular amongst the females but here we
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.

HENCE
THE
R
ESULT
Q#14: Degree of your satisfaction, towards consumption of goods depends upon

Frequency Table
Degree of satisfaction, consumption of goods
Percent Percent
Valid good quality 174 58.0 58.0 58.0
price 38 12.7 12.7 70.7

appearance 34 11.3 11.3 82.0

company 30 10.0 10.0 92.0
image
others 24 8.0 8.0 100.0

Total 300 100.0 100.0
200
100
Count
0
good quality appearance others
price company image
degree of satisfaction, consumption of goods
IN THE NUT SHELL:

Satisfaction is very important for every one, towards consumption of goods. If
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 mostly
due to good quality of the product.

Price, appearance, company images have the secondary importance for the
satisfaction of females towards consumption of goods.
HENCE
THE
R
ESULT
Q#15: Do you prefer advertised products on basic necessities of life during buying
Frequency Table
Prefer advertised products on basic necessaries
Percent e Percent
Valid i think so 125 41.7 41.7 41.7
i dont think 82 27.3 27.3 69.0
so

seldom think 60 20.0 20.0 89.0

so
i dont know 33 11.0 11.0 100.0
Total 300 100.0 100.0
i dont know
seldom think so i think so
i dont think so
IN THE NUT SHELL:

Here is a question to see the importance of advertised products. We ask from
the females that if they prefer the advertised products on basic necessities then

we can see that almost 42 % females think that yes they often prefer the
advertised products on the basic necessities.
And also on the second hand almost 28 % females think that they do not prefer
the advertised products on the basic necessities of life.
HENCE
THE
R
ESULT
Q#16: Is advertisement become the cause of product failure or success

Frequency Table
Advertisement cause product failure or success


Percent e Percent
Valid i think so 125 41.7 41.7 41.7

i dont think 53 17.7 17.7 59.3
so
seldom think 52 17.3 17.3 76.7
so
i dont know 42 14.0 14.0 90.7
5 28 9.3 9.3 100.0

Total 300 100.0 100.0
140
120
100
80
60
40
20
Count
0
i think so seldom think so 5
i dont think so i dont know
advertisement cause product failure or success

IN THE NUT SHELL:

This question was made to get the idea of females that what they think that can
advertisement cause any product failure or success?
So according to the results 41.7 % females said that yes a good advertisement
can be the cause of product success and a bad advertisement can become the
cause of product failure.
The ratios for the rest options are almost same.
HENCE
THE
R
ESULT

Q#17: Is advertisement increases demand of any product

Frequency Table
Advertisement cause demand of product
Percent 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

IN THE NUT SHELL:

In the above question we got ideas that can advertisement create more demand
for the products or not.
So here we can see that 71 % females said that yes advertising can create the
demand for any product. If advertising agencies make good advertisements then
the demand of their products will also be increased.
HENCE
THE
R
ESULT

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

How mkt dept make advertisement interesting
Percent Percent
Valid By using 37 12.3 12.3 12.3
famous
celebrities
By using 35 11.7 11.7 24.0
different
medias
By 63 21.0 21.0 45.0
improving
appearance
of products
All of the 165 55.0 55.0 100.0

above
Total 300 100.0 100.0
180
160
140
120
100
80
60
40
20
Count
0
By using famous cele By improving appeara
By using different m All of the above
how mkt dept make advertisement interesting

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 become
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 be
combinely put in the process of making attractive advertisements to influence the buying
behavior of females.
HENCE
THE
R
ESULT

HYPOTHESIS TESTING:


FINDINGS
In our whole research process, we get the following findings
That:
 Females are more concerned towards the quality of the product while buying
 Advertisement influence the female buying behavior but not more than quality
of the product
 Self image effects too much when females buy any product
 The most popular advertisement type amongst the females is product
advertisement
 Advertisement often left some negative effects in the minds of consumer,
according to our research process that negative effects may be categorized in this
sense that females neglect the price of the product and buy that advertised product at
any cost.
 Advertisements can become more effective through innovative slogans,
different trade marks.
 Company reputation effects also in the effectiveness of advertisements.
 The most attractive advertising media in Pakistan is electronic media
 Advertisement doesn’t much effect the level of buying.
 Imported goods are mostly preferred due to their good quality and reliability.
 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 advertisements.

 Marketing departments of the companies can make the advertisements more

attractive by using famous celebrities, different medias and by improving the
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 for
this 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 buy
that 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 can
become 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.

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.

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 be
realistic
 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 media’s 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.

Business Reserch Effect of Advertisement Ob Buying Behaviour of Female

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B-Admn509 BUSINESS RESEARCH METHODS

FLAMBOYANT MBA PUGC 1

INTRODUCTION OF THE REPORT

The statement of our topic is

“EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OF

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

“WHY ADVERTISEMENT IS THE GOAL OF INFLUENSING…”

ADVERTISEMENT IS A PERSUASIVE MESSAGE

FLAMBOYANT MBA PUGC 2

FLAMBOYANT MBA PUGC 3

HERE IS A BRIEF HISTORY OF ADVERTISEMENT IN THE WORLD…

Johannes Gutenberg 1441 Inventiuon of Movable Type

FIRST ADVERTISING AGENCY IN PAKISTAN

FLAMBOYANT MBA PUGC 4

Head : Col. Aizaz ul Waheed

Serving the promotional needs of numerous clients both Above The

We maintain the delicate balance between conceptualization, to

We have helped influence consumer preferences and changing

NOTE: DETAILS OF TOP ADVERTISING AGENCIES IN PAKISTAN ARE

FLAMBOYANT MBA PUGC 5

MAJOR ADVERTISING MEDIAS

IN 1970’S FOLLOWING MASS MEDIAS BOCAME MATURE IN THE WHOLE

FLAMBOYANT MBA PUGC 6

• NEWS PAPERS (DOMINATE)

IN 1980’s, CABLE ADVERTISING GREW

SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE

Television Yellow Pages

MAJOR ADVERTISING MEDIAS IN PAKISTAN

FLAMBOYANT MBA PUGC 7

FLAMBOYANT MBA PUGC 8

In which manufacturers wants to focus on products

FLAMBOYANT MBA PUGC 9

Head & shoulders shampoo.

When focus on brand name of the company

The purpose of the companies to give some sort of information

Telenor informed earlier to its launching of network

When any company launches a new product

When warid telecom introduces any new package

When Pepsi introduces additional taste in bottles as Pepsi twist

When we compare any two products

Supreme vs. Lipton

FLAMBOYANT MBA PUGC 10

When companies cast a celebrity in its advertisement

When shop keepers advertise their shops or malls

Contact through the telephonic conversation to sell the product.

It happens basically in business to business advertisement like when

Advertising a Service Instead Of A Product

Advertisement for new admission opens in university.

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PROS AND CONS OF ADVERTISEMENTS

Advertising - Good or Bad?

"Advertising - Good or Bad"

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FOLLOWING ARE THE BASIC ADVANTAGES AND

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 Attracts a large audience  Standardized messages

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EFFECT OF ADVERTISEMENT ON THE BUYING BEHAVIOR OF FEMALES:

“Customer is the king of the market”

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