Consumer Behavior Research Report

2010
BAEM year 2 semester 3 Lim Sie Eng (109070901) Vo Thao Anh (109021794)
[CONSUMER BEHAVIOR RESEARCH REPORT]

A study to examine the role of publicity strategy in event management: Its function in general, as well as its types and mediums offered to audience; and impact of such a vital tool in event publicity strategy.
Consumer Behavior Research Report
2010
Table of content
I. II. III. IV. V. VI. VII. Cover page Table of content Executive summary Introduction Problem statement Research Objectives Methodology a. Approach b. Respondent c. Detailed Discussion of Survey Questions Data Analysis Findings Conclusion Recommendation References Appendix
VIII. IX. X. XI. XII. XIII.
EXECUTIVE SUMMARY
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2010
INTRODUCTION
Event management, the most profound form of advertising and marketing (Event Management: Introduction, n.d.), is an exciting and growing industry, as well as a unique career opportunity for everyone with a passion for the planning and organizing of events (Event Management, n.d.). The event industry is one of the worlds largest employers and contributes major economic impact (Damster et al, 2005).
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Consumer Behavior Research Report PROBLEM STATEMENT

The problem statement of our research is: A study to examine the role of publicity strategy in event management
2010
Its function in general, as well as its types and mediums offered to audience; and impact of such a vital tool in event publicity strategy.
RESEARCH OBJECTIVES
Below, there are some objectives which we are aiming to achieve by conducting this study: To find out the frequency of appearance of events on various media means as well as how much of influence of these publicity materials in event attendance in market. To study the functions of publicity strategy in event marketing. To determine popular and effective types and mediums of publicity. To identify the impact of publicity strategy materials on audience.
This research is also probably efficient for us for further study in our major. Since we are majored in Event Management, the results would give us a guideline in how to conduct a good publicity strategy in order to market our events to audience as well as keep up with the needs and wants of current public by gathering their opinions through this survey.
METHODOLOGY
APPROACH
DATA ANALYSIS
1. Age:
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2010 Age
6% 8% 35%
Below 20 20-30 31 - 40 Above 40
51%
This question was present in the questionnaire in order for us to be able to identify the age range of respondents. As for our survey, there were approximately half of respondents from 20 to 30 years old, 35% of them are below 20 while 8% are from the range of 30 to 40 and only 6% are above 40 years old.
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2. Gender:
2010
Percentage of Gender
70 60 50 40 30 20 10 0 Female Male Percentage of Gender 42.67 57.33
This question was present in our survey form in order for us to be able to determine the quantity of females and males that have taken our survey. As for our survey, we have more than a half (57.33%) of respondents is male while the rest is female.
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3. How often do you see publicity materials for events?
2010
50 45 40 35 30 25 20 15 10 5 0
45.33 30.67 16 8
Daily
Weekly
Monthly
Question 3
Annually
This question was asked in our questionnaire for us to study the frequency our respondents see publicity materials for events. Through the survey, around 45% of them see publicity materials for events weekly, about 31% of respondents see them daily while 16% see them monthly and 8% see them annually.
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4. Where do you usually see/hear about publicity for events?
2010
Question 4
40 35 30 25 20 15 10 5 0
Axis Title
On Internet
Question 4
29.46
On newspaper s/magazin es 38.39
On TV/Radio
Others
21.43
10.72
This question was asked in the survey so that we would be able to find out our respondents see or hear about publicity of events by which communication means. In the results, around 38% of them see publicity of events on newspapers or magazines; nearly 30% get them from internet; about 20% of respondents see or hear on television or radio and the rest retrieve information by other means.
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5. Do you think its necessary for an event to have publicity?
2010
98.67%
100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes Question 5 No
1.33%
This question was present in our survey in order for us to determine the importance of publicity of events in the point of view of our respondents. As from the results, almost all of them (98.67%) think that it is necessary for an event to have publicity while only 1.33% says no to it. And when they were asked to state the reason for their answer, there were 23.33% of invalid answers. As for 76.67% of valid answers, they were categorized according to their similarities, which were present below: Yes Without publicity, the events will have less audience (11%) The publicity is there to create awareness (45.7%) The publicity is means to promote events to public (38.3%) Publicity is communication tool to give information about events to public (3.3%)
No People would come to events if they are interested (1.7%)
6. How often do you go to an event after looking at publicity materials or invitations?
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2010
48
50 40 30 20 10 0 Always Usually Often Rarely Never
33.33
14.67 2.67
1.33
Question 6
Question 6
This question was in the questionnaire to determine how frequent our respondents attend events after looking at publicity materials or invitations, letting us know the effectiveness of publicity of events at the present. So far, we have found out that nearly half of them rarely attend events; around 33% said that they often attended, 14.67% said that they usually attend while only 2.67% always attend and 1.33% never attend.
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7. What type of publicity materials catch your attention?
2010
Attractiveness of publicity materials

35 30 25 20 15 10 5 0 Attractiveness of publicity materials
30.77 26.5 21.365 21.365
This question was present in this survey in order for us to study the types of publicity materials that are the most effective in catching attention of public. From the results, we were able to determine that approximately 31% of respondents found print materials eye-catching; 26.5% thought about broadcast materials for publicity while online materials occupied about 21.4% and another 24% was of word-of-mouth materials.
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8. As for print media, which one do you prefer?
2010
Preference of print media

60 50
51.52
40
30
Preference of print media
20
24.24
10
8.03
0 Posters Banners
11.11 5.1
News Flyers Others
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9. Which of following below would you think is favorable air time for TV ads?
2010
80 70 60 50 40 30 20 10 0
70.7
2.45
6am 10am
6.1
10am 2pm
4.9
2pm - 6pm 6pm 10pm
13.4
10pm 2am
2.45
2am - 6am
Favorable air time for TV ads
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10. Which of following below would you think is favorable time air time for radio?
2010
Favorable air time for radio

Favorable air time for radio
46.4
23.7 10.3 11.3
7.2 1.1
6am 10am
10am 2pm
2pm - 6pm
6pm 10pm
10pm 2am
2am - 6am
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11. Have you seen event publicity on moving medium (public transport) before?
2010
80
80 70 60 50 40 30 20 10 0 Yes Question 11 No
20
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12. In your opinion, is it easy to study the information on moving medium?
2010
Question 12
70 60 50 Axis Title 40 30 20 10 0
Question 12
Yes 37.33
No 62.67
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13. Do you surf blogs or websites regarding events?
2010
51 50.5 50 49.5 49 48.5 Yes Question 13 No
50.7 49.3
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14. (If yes), how often do you surf blogs or websites regarding events?
2010
60 50 40 30 20 10 0 Very often Often
51.4
35.1
10.8 2.7
Sometimes Qestion 14 Rarely
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15. (If no), would you give it a try?
70 60 50 40 30 20 10 0 Definitely will Probably will Maybe Question 15
2010
63.2
18.4 13.2 5.2 0

Probably will not Definitely will not
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16. Can you foresee the moving trend from traditional media to digital media?
2010
Question 16
No 12%
Yes 88%
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17. Do you think mobile medium such as SMS help event marketers to reach greater public?
2010
Question 17
Yes No
40%
60%
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18. Do you think SMS is a good means to invite guests to events?
2010
Strongly disagree
12
24 26.7 34.7
Somewhat disagree
Maybe
Somewhat agree
Strongly agree 0
2.6
5 10 15 Question 18 20 25 30 35 40
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19. Would you like to receive information about events by emails?
2010
70 60 50 40 30 20 10 0 Yes No Question 19
61.3 38.7
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2010
20. From your perspective, does the evolution from mass marketing (such as posters, TV ads) to One-toOne marketing (emails) have a significant impact in event coverage?
90 80 70 60 50 40 30 20 10 0 Yes Question 20 No
82.7
17.3
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2010
21. Do you think the design of publicity materials play an important role in manipulating people perception towards events?
100 90 80 70 60 50 40 30 20 10 0 Yes
97.3
2.7
No Question 21
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22. In future, would you like to see event publicity in animation forms?
2010
Question 22
1%
Yes No
99%
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2010