Imapct of Adv On Consumer Psyche

EFFECTS OF
ADVERTISEMENT
ON MALE VS
FEMALE BUYING
BEHAVIOR
Research and Compiled by:

Zubair Naikzad (2411106019)
FINAL PROJECT
EFFECTS OF ADVERTISEMENT ON MALE
VS FEMALE BUYING BEHAVIOR
Preston University,
North Nazimabad Compus, Karachi.
Research and Compiled By:

Zubair Naikzad
Submitted To:
Mr. Khalid Pahore
Date: 2nd June 2009
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DECLARATION
I hereby declare that this project titled “Effects of Advertisement on Male

vs. Female Buying Behavior” submitted by me to Preston University, in partial
fulfillment of requirements of BBA program is a bonafide work carried by me
under the guidance of Mr. Khalid Pahore. This has not been submitted earlier
to any other University or Institution for the award of any degree diploma/
certificate or published any time before.
Place: Karachi, Pakistan Mr.
Khalid Pahore
Date:
iii
CERTIFICATE FROM GUIDE & HEAD OF THE INSTITUTION
Certified that this project entitled “Effects of Advertisement on Male vs. Female
Buying Behavior” submitted in partial fulfillment for BBA Degree of Preston University
was carried out by Mr. Zubair Naikzad under the guidance of Mr. Khalid Pahore. This has
not been submitted to any other university or institution for the award of any degree/
diploma/ certificate.
GUIDE SENIOR
PROGRAMME DIRECTOR
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Dedication
“Our Parents”
Whose care cherished, “our loving parents” always led us right path and success. Who
have always helped and encouraged us. Their UN most care and affection has made us
what wears.
“Our Respected Professor”

Who were perpetual sources of inspection for us. Our Professor “Mr. Khalid Pahore” who
have been a source of inspection for us.
We owe to them all what we have.
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ACKNOWLEDGEMENT
“To Him belongs the dimension of the Heavens and the earth, it is He
who gives Life and death and He has power over all things.”
(Al-Quran)
All acclamation to Allah who has empowered and enabled us to accomplish the
task successfully. First of all we would like to thank our Allah Almighty who really
helps us in every problem during the report. We would like to express our sincere
and humble gratitude to Almighty who’s Blessings, help and guidance has been a
real source of all our achievements in our life.
I wish to express our appreciation to our Professor Khalid Pahore who help us a
lot and introduce us to new dimensions of knowledge.
I would also like to thank to Professors “Adeeb Rasol” and “Sibtay Amir” who
really helped us in using the statistical tools. And last but certainly not the least,
to each other, whose presence served help more than anyone.
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Table of Content`
Preface....................................................................................... .............................1
vii
Preface
After going through various channels of advertisement such as Newspaper, Journals,

Websites, TV Channels, and billboards along the streets and roads, the impact of such a
strong and convincing mode struck my mind to work on the project based on “Effects of
Advertisement on Male vs. Female Buying Behavior”.
While working on this project, I have experienced some general impacts of advertisement on
both genders. It has been discovered that Women have more spontaneous buying habits as
compared to men. Men and women both perceive advertisements differently. Brand recall
doesn’t lead to purchase. Women have better brand recall as compared to men and it differs
in different age group.
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CHAPTER 1
INTRODUCTION
9
Research and Compiled by: Zubair Naikzad (2411106019)
Effect Of Advertisement On Male Vs Female Buying Behavior
Advertisement
Advertising is a form of communication that typically attempts to persuade potential
customers to purchase or to consume more of a particular brand of product or
service. Many advertisements are designed to generate increased consumption of
products and services through the creation and reinvention of the "brand image”. For
these purposes, advertisements sometimes embed their persuasive message with
factual information. Every major medium is used to deliver these messages,
including television, radio, cinema, magazines, newspapers, video games, the
Internet, carrier bags and billboards. Advertising is often placed by an advertising
agency on behalf of a company or other organization
Types of Advertisements
Persuasive Advertising:
In this type the advertiser tries to persuade the public to buy his product, by
explaining the various good qualities that the product possesses over other products.
Competitive Advertising:
This is carried out by different producers of different brands of the same product.
Each producer tries to compete with other producers in trying to capture the market.
The advertiser uses techniques that are persuasive and aggressive to achieve his
target. Example, the advertiser claims that his product is best in terms of quality,
performance and durability. Example: Biggs Butter is best.
Informative Advertising:
In this type information is passed on to the consumers about availability of products,
changes in fashion and how to use the products. Under informative advertising the
following goods and services are advertised:
Advertising in Trade and Technical Journals: These advertisements contain
technical information about goods.
Advertising of Particular Events: Trade fairs, exhibitions, concerts and sporting

activities are examples of such advertising. In this type people are informed about such
events and are persuaded to attend such events.
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Advertising of Employment Opportunities: In this type people come to know
about the various employment opportunities available.
Generic Advertising (Collective):

When all the producers in one industry combine to advertise their product, it is
called generic advertising. These advertisements are usually sponsored by trade
associations. The producers group together to share the costs and to promote the
product hoping to increase the overall sales of the product. Example: Drink more tea.
Advertisement Media
Advertising media can include wall paintings, billboards , street furniture
components, printed flyers, radio, cinema and television ads, web banners, web
popup, skywriting, bus stop benches, magazines, newspapers, town criers, sides of
buses, taxicab doors and roof mounts, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the
opening section of streaming audio and video, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message
through a medium is advertising.
The TV commercial is generally considered the most effective mass-market

advertising format and this is reflected by the high prices TV networks charge for
commercial airtime during popular TV events.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web content
and the traffic that the website receives. E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
Profile of major advertising mediums
MEDIUM ADVANTAGES LIMITATIONS

Flexibility; timeliness; good
Short life; poor reproduction quality;
Newspapers local market coverage; broad
small pass along audience.
acceptance; high believability.
Combines sight, sound and
motion; appealing to the High absolute cost, high clutter, fleeting
Television
senses; high attention; high exposure, less audience selectivity
reach.
Direct mail Audience selectivity, flexibility, Relatively high cost, junk mail image.
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MEDIUM ADVANTAGES LIMITATIONS

no ad competition within the
same medium, personalization.
Audio presentations only; lower
Mass use, high geographical
attention than television; non
Radio and demographic selectivity;
standardized rate structure; fleeting
low cost.
exposure.
High geographical and
demographic selectivity;
Long ad purchase lead time; some waste
Magazines credibility and prestige; high
circulation; no guarantee of position.
quality reproduction, long life;
good pass-along readership.
Flexibility; high repeat
Limited audience selectivity; creative
Outdoor exposure; low cost; low
limitation.
competition.
Flexibility; full control; can Overproduction could lead to run away
Broachers
dramatize message. costs.
Table 1- 1: Profile of major advertising medium
Consumer Behavior
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service.
Consumer behavior involves study of how people buy, what they buy, when they buy
and why they buy. It blends the elements from psychology, sociology, socio-
psychology, anthropology and economics. It also tries to assess the influence on the
consumer from groups such as family, friends, reference groups and society in
general.
The Various Disciplines Influencing Consumer Behavior

No. Discipline Governed by
1 Economics Demand, supply, income, purchasing power
2 Psychology Needs and motivation, personality, perception, attitude
3 Sociology Society, social class, power, esteem, status
4 Group behavior, conformity of group norms, group
Socio psychology
influences
5 Values, beliefs, caste system, attitude towards joint family
Cultural anthropology
system
Table 1- 2 : Various Disciplines Influencing Consumer Behavior
Factors Affecting Consumer Buying Behavior

Consumers do not make purchase decisions in a vacuum. Their buying preferences
are influenced by cultural, Social, Personal and Psychological factors. Most of these
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factors are "uncontrollable" and beyond the hands of marketers, however it has to be
considered while dealing with the complex behavior.
1. Motivation
culture
AgeReference group
subculture
life
2. Perception
Family
style
social
Occupation
3. Learning
Roleclass
& status
personality
4. Belief &
attitude
Table 1- 3: Factors Affecting Consumer Buying Behavior
Consumer Buying Decision Process

Consumer buying decision process is the processes undertaken by consumer in
regard to a potential market transaction before, during and after the purchase of a
product or service. Consumer Decision Making Process Generally Involves Five
Stages:
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Table 1- : The process of Consumer Decision Making
Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an
unsatisfied need or problem. This is the vital stage in buying decision process,
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because without recognizing the need or want, an individual would not seek to buy
goods or service.
Example: It’s when a lady recognizes that she can not make a call from her mobile
phone that’s when she recognizes that her phone has been damaged i.e. the phone
has hardware problems and needs to be repaired or buying a new piece.
Information Search
After the consumer has recognized the need, he / she will try to find the means to
solve that need. First he will recall how he used to solve such kind of a problem in the
past, this is called nominal decision making. Secondly, a consumer will try to solve
the problem by asking a friend or goes to the market to seek advice for which product
will best serve his need, this is called limited decision making. Sources of information
include:
• Personal sources
• Commercial Sources
• Public sources
• Personal experience
Example: (continuing from previous…)
The user of the phone after recognizing that her phone is damaged, she will
eventually try to find out how she can repair her phone. If she cannot repair it herself
she will ask a friend to help out, if the friend can not solve the problem she will go to
mobile repair shop, if they also can not repair it then she will try to find which mobile
phone is good and that can serve her need. In this process of information collection it
will yield awareness of set of brands of mobile phones she can buy.
Alternatives Evaluation
Consumers’ evaluates criteria refer to various dimension; features, characteristics
and benefits that a consumer desires to solve a certain problem. Product features and
its benefit is what influence consumer to prefer that particular product. The
consumer will decide which product to buy from a set of alternative products
depending on each unique feature that the product offers and the benefit he / she can
get out of that feature.
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When that user got enough information concerning the different brands of mobile
phones available in the market, she will decide which kind of a mobile phone and
brand she’s going to buy depending upon her need for that particular mobile, either a
mobile for multimedia and entertainment, Smart phone or classic phone.
Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually prefers
a nearby retail outlet for minor shopping and they can willingly go to a far away store
when they purchase items which are of higher values and which involve higher
sensitive purchase decision. After selecting where to buy and what to buy, the
consumer completes the final step of transaction by either cash or credit.
After selecting brand of the phone and model from different alternatives of mobile
phones, she will make a final decision of where to buy that phone and make the final
transaction procedures.
Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with
the purchase is basically a function of the initial performance level expectation and
perceived performance relative to those expectations. Consumer tends to evaluate
their wisdom on the purchase of that particular product. This can result to consumer
experiencing post purchase dissatisfaction. If the consumer’s perceived performance
level is below expectation and fail to meet satisfaction this will eventually cause
dissatisfaction, and so the brand and/ or the outlet will not be considered by the
consumer in the future purchases. This might cause the consumer to initiate
complaint behavior and spread negative word-of-mouth concerning that particular
product.
If she decided to buy a multimedia phone she will try to compare the quality of music
it provides and pictures taken if they meet her expectations. If she will find that her
expectation are meet she will be satisfied, if she found that there are more additional
features that she did not expect this mobile phone to have, she will be delighted,
otherwise she will be dissatisfied.
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Purchasing types and Experiences
Consumers can be categorized into three types:
Impulsive buyers, who purchase products quickly.
Patient buyers who purchase products after making some comparisons: and
Analytical buyers who do substantial research before making the decision
to purchase products or services.
There are also window shoppers, who just browse.
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CHAPTER 2
RESEARCH
PROPOSAL
xviii
Abstract
I have studied the impact of advertisements on male vs. female consumer buying
behavior. I have take various variables in consideration like age, gender, brand recall
and effects of advertisement in order to make a relationship between advertising and
consumer’s decision-making regarding purchase. Men and women perceive
advertisements differently and hence both genders require different persuasive
techniques. We have taken neutral products/services for this analysis so as to provide
both the genders with same circumstances to come up with an objective comparison.
A broader age bracket of 18-60 years has been taken as the sample for this research,
which was further divided into sub groups as per our requirements. For this, we
focused on the Karachi region in order to support the market trends of that particular
region. This would help the firms in creating marketing strategies focused to both the
genders, separately.
Problem Statement
Men and women have different tendencies of being affected by advertisements. This
is why companies do not know exactly that which customer group, men or women
are easier to influence through marketing campaigns. Therefore, the advertising
budget is not spent accordingly to come up with a precise promotional campaign
needed. If targeting men is easier, then the marketing should be done accordingly
and if affecting women is easier, then the marketing campaign should be modify in
order to reach that customer segment in a more effective manner.
This shows that companies lack the awareness of whom to target through their
promotional campaigns. Whether females would be easier to effect through the
advertisements or males, this still hasn’t been proven according to the Pakistani
market.
Based on all this, it can be stated that the companies end up spending a lot of their
advertising budget on irrelevant target audience. Sometimes, when `targeting and
attracting one specific gender would be more profitable, companies keep wasting
their resources on marketing on a mass scale, which results in an unnecessary
burden on the already scarce resources.
Research Objectives
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An important factor under study was that who is impacted more by any
advertisement; whether it is males or females. Another important factor that was
studied was that customers belonging to which gender have a better brand recall.
This is because brand recall plays a very important role in the resulting purchase; if a
consumer can recall the brand, he/she will most probably buy it.
For this research, a few hypotheses have been enacted:
I.Women have more spontaneous buying habits as compared to men.

II.Men and women perceive advertisements differently.
III.Brand recall leads to purchase.
IV.Women have better brand recall as compared to men.
V.Brand recall differs in different age brackets.
The main form of our research was exploratory study because there was not much
material regarding this specific topic already available. Research was carried out by
exploring the consumer characteristics in this region specifically on a sample of
around 200 people within the chosen age bracket of 18-50years in Karachi.
Importance/Benefit of study
This research is beneficial, firstly, for the advertising agencies, as it will become
easier for them to formulate the exact marketing strategies for their customers so as
to target the particular audience of the organization. It will also help the
organizations to distribute their marketing expenditure over different mediums of
advertising, catering to their target group. It will also provide a platform to the
market researchers of the respective organization to devise the marketing budget in
accordance with a perfect balance between the medium chosen and the audience
targeted. This will support them in identifying their target segment that they can
influence and which can work in their favor. Hence getting the maximum return on
what they will invest for marketing their product/services.
It will also guide the marketers to identify the factors that influence the audience
more effectively in any advertisement and so those can be worked on. Also it will be
xx
analyzed that how men and women perceive advertisements differently and hence
what are the factors that lead to their purchase decision.
Research Design
The basic point of this research was to analyze how advertising affects males and
females consumers differently. For this, a few hypotheses had been developed which
have been stated above. I observed the behaviors of both these consumers through
different means so that the hypotheses that we have come up with can be verified or
proven otherwise.
Some of the techniques that were used to collect the data for research were as
follows:
Surveys – a sample size of 100 will be surveyed constituting of both the female and
male population with equal proportions. This survey would help us to analyze how
males and females respond differently to different advertisements and this will show
how their attitudes towards products are shaped.
Interviews – This would involve interviewing some customers randomly in order to
analyze customer behavior through a more personal approach. A discussion with the
customer can sometimes uncover several factors, which we could have previously
missed out on.
Focus Group – this will involve carrying out a discussion in a controlled
environment. This discussion will basically help us in determining whether males
and females have different views regarding different advertisements that we will
raise a discussion on. Both the genders will be in the same environment and under
same conditions because of which unreasonable variations cannot arise in the
response.
Presentation of results
I will present result in different forms. For example graphical representation of
statistical data, tables, charts and figures. These techniques would help in the
evaluation of results.
Facilities, Resources & proposed Budget
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Following are some of the items and their approximate costs that might be required
for the conduction of our research:
Recourses Quantity Cost Total Cost
Computer
Pc – 2 N/A N/A
Personal Computer at home
Internet
--- Rs. 1200 Rs. 1200
Sky link Broadband(DSL) (home)
Printer Rs. 600 per

1 Printers Rs. 600
HP (At home) cartridge(filling)
Stationary & binding --- Rs. 500 Rs. 500
Traveling Expenses 1 person --- Rs. 1000
Total --- --- Rs.

Table 2-1 Facilities, Resources and Proposed Budget
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CHAPTER 3
RESEARCH
DESIGN
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Research Design
Research design is a frame work or blueprint for conducting the market research
project. It details the procedure necessary for obtaining the information needed to
structure or solve marketing research problem.
Description of Research Design

Formal Study – In my study I formulated four basic hypothesizes and then carried
out the whole research process to test those hypothesizes. Basically it was to check
which one among those holds true or even false in some of the cases. In short this is a
formal study because hypothesizes were formulated in the very beginning and the
entire research was carried out to prove or disapprove those.
Communication Study – In this method of data collection it is the responsibility
of the researcher to question the subjects and record the respondents’ response by
personal or impersonal means so that the data could be used as a basis for testing the
hypothesis by using various statistical tools. I call my study a communication study
because in the initial stages. Also to have a fair idea about consumer response I had a
pilot testing session taken place online as well.
Experiment – Experiment provides the researcher with enough flexibility to
manipulate the variables in the study so as not to distort the overall result of the
study. For example one of our hypotheses was that women are more spontaneous
shoppers than men; that is they tend to buy things which they have not even planned.
In order to test this hypothesis I have assumed that all the women in our sample size
belong to the income group who has the purchasing power of buying
products/services on instinct while they are shopping; which actually means that
money is not a constraint in this case whereas a more practical approach would be
that there are income groups where women do not have the budget to accommodate
products/services bought at an impulse.
Casual Study – The main objective of research was to analyze the effectiveness of
marketing mediums on the male/female buying behavior; with my main focus on
their brand recall ability. Therefore the research I made an effort to explain the
relationship among our variables and that is it true that females have a better brand
24
recall then men or for that matter what is the effect of using television as marketing
medium compared to a billboard.
Research Methods
Communication Methods Chosen
1. Self-administered Survey – A Survey was conducted in the Karachi
region.
a. Sample survey & measurement scale types:
Gender: Male/Female
Age: (18-25)/(26-40)/(41-50)
City: Karachi
The following table shows the variables that are measured in specific hypotheses
along with their data types.
Measurement Sample
Hypotheses Variable Measured Question
Scales Number
Women have more spontaneous
H-I Multiple Choice 1 and 2
buying habits as compared to men
Men and women perceive Ranking,
H-II 3, 4, 5 and 6
advertisements differently Multiple Choice
Multiple Choice,
H-III Brand recall leads to purchase 7 and 8
Free response
Women have better brand recall as Multiple Choice,
H-IV 9, 10 and 11
compared to men Free response
Brand recall differs in different age Multiple Choice, 7, 8, 9, 10 and
H-V
brackets Free response 11
The questions were categorized as per the hypothesis taken up for the research.
Following measurement scales were used in making the survey. The survey is
attached in the appendix.
• Multiple choice—single response
• Forced Ranking Scale
• Free Response
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2. Interviews – although we could not conduct formal interviews. However while

conducting the surveys we realized that most of the respondents did not have
the know how of how to go about it. So during those sessions we not only
administered them but also interacted with them so as to make things sensible
and easier for them.
Chapter Scheme
1. The first chapter deals with the introduction about the Effects of
advertisement on Male Vs. Female Buying Behavior which consists of
following information:
• Advertisement,
• Types of Advertisement,
• Advertisement Media,
• Consumer Behavior,
• The Various Disciplines Influencing Consumer Behavior,
• Factors Affecting Consumer Buying Behavior,
• Consumer Buying Decision Process and Purchasing types and Experiences.
2. The second chapter describes the research proposal. It consists of:

• Abstract,
• Problem Statement,
• Research Objectives,
• Importance/Benefit of study,
• Research Design,
• Facilities, Resources & proposed Budget,
• Presentation of results and
• Facilities, Resources & proposed Budget.
3. The third chapter deals with the Research design, it includes:

• Description of Research Design,
• Research Methods and
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• Chapter Scheme
4. In fourth chapter, I have covered following research aspects:

• Preparation of record structure in SPSS according to questionnaire,
• Entering of questionnaire data into SPSS data file,
• Preparation of distribution and charts from SPSS, and
• Place charts into appendix.
5. In chapter five, I have covered the following aspects.

• Compute statistics scale,
• Analysis data, and
• Test hypotheses which describe in chapter 2.
6. The Sixth chapter interprets all analytical result; summarize test result and
different recommendations based on our hypothesis.
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CHAPTER 4
FINDINGS
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I have used SPSS 17 for data entry and after the data entry, following findings were
found on the basis of our survey; the findings are represented on the basis of males
vs. females.
H-1 Women have more spontaneous buying habits as

compared to men (Q1 & Q2)
Females:
42.5% females in the age group of 18-25 have selected YES to the question that they
make a shopping list and plan their shopping, 15% have selected NO to the question
that they do not make a shopping list and also do not plan their shopping and 42.5%
have selected SOMETIMES to the question that they sometimes make a shopping list
and plan their shopping. 57.1% of females in the age group of 26-40 responded that
they also plan their shopping, 7.1% say NO to the question that they do not make a
shopping list and plan their shopping and 35.8% have select SOMETIMES to the
question that they sometimes make a shopping list and plan their shopping. Last but
not the least, 58.3% of the females in the age group of 41-50 selected that they plan
their shopping, 12.5% select NO to the question that they do not make a shopping list
and plan their shopping and 29.2% have selected SOMETIMES to the question that
they sometimes make a shopping list and plan their shopping.
On the other hand, 30% of the females in age group 18-25 selected YES to the
question that they “stick to the shopping list they have planned for”, 42.5% selected
NO to the question and 27.5% selected SOMETIMES. In the same way, 42.9% of the
females in the age group of 26-40 selected YES to the question they stick to shopping
list they planned for”, 35.7% answer NO to the question and 21.4% answer
SOMETIMES to the question. On the other hand, 45.8% females with age group of
41-50 selected YES to the question, 16.7% selected NO to the question and 37.5% of
selected SOMETIMES to the question that they stuck to their shopping list they
planned.
Males:
40.5% males in the age group of 18-25 have selected YES to the question that they
make a shopping list and plan their shopping, 25% have selected NO to question and
34.5% have selected SOMETIMES to the question. 51.6% of males in the age group of
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26-40 responded that they also plan their shopping, 12.9% say NO to the question
that they do not make a shopping list and plan their shopping and 35.5% have select
SOMETIMES to the question that they sometimes make a shopping list and plan
their shopping Last, But not the least, 57.1% of the males in the age group of 41-50
selected that they plan their shopping, 28.6% select NO to the question that they do
not make a shopping list and plan their shopping and 14.3% have selected
SOMETIMES to the question that they sometimes make a shopping list and plan
their shopping.
On the other hand, 33.3% of the males in age group 18-25 selected YES to the
question that they “stick to the shopping list they have planned for”, 36.9% selected
NO to the question and 29.8% selected SOMETIMES. In the same way, 32.3% of the
males in the age group of 26-40 selected YES to the question they stick to shopping
list they planned for”, 35.5% answer NO to the question and 32.3% answer
SOMETIMES to the question. On the other hand, 28.6% males with age group of 41-
50 selected YES to the question, 42.9% selected NO to the question and 28.6% of
selected SOMETIMES to the question that they stuck to their shopping list they
planned.
H-2 Men and women perceive advertisements differently (Q3,

Q4, Q5 and Q6)
In the questionnaire, I have asked Q3, Q4, Q5 and Q6 to measure the perception of
advertisement depending on gender. The questionnaire was designed to find the
most effective medium of advertising that influences males vs. females and theme of
the advertisement as well as the perception that whether advertisements give a true
picture of a particular add or not.
Females:
75% of the females in the Age group of 18-25 rated TV as the highest medium of
advertisement, 65% of females in the Age group of 26-40 also rated TV as the highest
medium of influence and similarly 37.5% of the females in the Age group of 41-50
once again have rated TV as the highest medium as well.
25% of the females in the age group of 18-25 rated celebrity endorsed theme as the
highest influential theme and 27.5% rated informative themes as a second higher
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theme for in advertisements. 43% females in the age group of 26-40 rated
informative themes as the highest influential theme and 28.6% females rated
celebrity endorsed theme as the second higher influential theme. Similarly, 37.5% of
the females in the age group of 41-50 rated informative theme as the highest
influential theme and 20.8% rated celebrity endorsed theme as a second higher
theme for in advertisements.
When asked whether advertisements give a true picture of a product or service and to
what extent advertisements attract their attention. 40% of the females in the 18-25 of
age group agree with the statement that the advertisement give a true picture of a
product/service, and 17.5% disagree with the statement, While 52.5% feel that to
some extent, they are attracted by the advertisement. 28.6% of the females in the 26-
40 of age group agree with the statement that the advertisement give a true picture of
a product/service, and 35.7% disagree with the statement, 42.9% feel that to a lot
extent, they are attracted by the advertisement. Similarly, 25% of the females in the
age group of 41-50 say that advertisements give a true picture of the product or
service being marketed, and 12.5% of female says that they misguide us. While 58.3%
of the females of the same age group feel that to some extent advertisements attract
their attention.
Males:
73.8% of the males in the Age group of 18-25 rated TV as the highest medium of
advertisement, 64.5% of males in the Age group of 26-40 also rated TV as the highest
medium of influence and similarly 71.4% of the males in the Age group of 41-50 once
again have rated TV as the highest medium as well.
29.8% of the males in the age group of 18-25 rated celebrity endorsed theme as the
highest influential theme and 22.8% rated humorous themes as a second higher
theme for in advertisements. 41.9% males in the age group of 26-40 rated
informative themes as the highest influential theme and 25.8% males rated celebrity
endorsed theme as the second higher influential theme. Similarly, 57.1% of the males
in the age group of 41-50 rated celebrity endorsed theme as the highest influential
theme and 28.6% rated informative theme as a second higher theme for in
advertisements.
31
When asked whether advertisements give a true picture of a product or service and to
what extent advertisements attract their attention. 33.3% of the males in the 18-25 of
age group agree with the statement that the advertisement give a true picture of a
product/service, and 27.4% disagree with the statement, While 40% feel that they are
attracted by the advertisement to a lot extent. 32.3% of the males in the 26-40 of age
group agree with the statement that the advertisement give a true picture of a
product/service, and 22.6% disagree with the statement, while 32.3% feel that to
some extent, they are attracted by the advertisement. Similarly, 42.9% of the males in
the age group of 41-50 say that advertisements give a true picture of the product or
service being marketed, and 28.8% of males say that they misguide us. While 71.8%
feel that to some extent advertisements attract their attention.
H-3 Brand Recall leads to purchase:

In the questionnaire, Q7 has been asked to find that ever advertisement create feeling
to try out a product and Q8 has been asked to find that how often your purchase
decision is based on an advertisement recall in order to test their brand recall.
Females:
43% of females in the age group of 18-25 has agree with the statement that
advertisement create feeling to try out the product or service and selected YES, 3%
disagree with statement and select NO and 54% answer SOMETIMES to the
statement. Similarly, 43% of females in age group of 26-40 Selected Yes, 22%
selected NO and 36% selected SOMETIMES. Whereas, 29% of females of age group
of 41-50 selected YES, 4% selected NO and 69% selected SOMETIMES to statement.
On the other hand, 7% of the females in the age group 18-25 have selected MOSTLY,
55% have selected OFTEN, 23% selected RARELY and 15% have selected Never to
the question that how much their purchase decision is based on advertisement recall.
Similarly, 21% of females of the age group of 26-40 have selected MOSTLY, 43% have
selected OFTEN, 29% have selected RARELY and 7% have selected NEVER to the
question. Whereas, 12% of females of the age group of 41-50 have selected MOSTLY,
42% have selected OFTEN, 38% have selected RARELY and 8% have selected
NEVER to the question.
32
Males:
It was found that 56% of males in the age group of 18-25 has agree with the
statement that advertisement create feeling to try out the product or service and
selected YES, 11% disagree with statement and select NO and 33% answer sometimes
to the statement. Similarly, 42% of males in age group of 26-40 Selected Yes, 16%
selected NO and 42% selected SOMETIMES. Whereas, 57% of females of age group
of 41-50 selected YES, 14% selected NO and 29% selected SOMETIMES to statement.
On the other hand, 26% of the males in the age group 18-25 have selected MOSTLY,
51% have selected OFTEN, 18% selected RARELY and 5% have selected NEVER to
the question that how much their purchase decision is based on advertisement recall.
36% of males of the age group of 26-40 have selected MOSTLY, 39% have selected
OFTEN, 23% have selected RARELY and 3% have selected NEVER to the question.
Similarly, 43% of males of the age group of 41-50 have selected MOSTLY, 29% have
selected OFTEN, 14% have selected RARELY and 14% have selected NEVER to the
question.
H-4(a) Women have better brand recall as compared to men

In the questionnaire, Q9 has been asked to find that which brand comes to your mind
from the following colors to test that whether women have better brand recall as
compared to men or not.
Females:
It was found that in the age group of 18-25 females group, 65% have recognized
brand come to your mind from given colors by answering correctly five out of five sub
questions, 25% have recognized brand come to your mind from given colors by
answering correctly four out of five sub question and 10% have recognized brand
come to your mind from given colors by answering correctly three out of five sub
question. Similarly, in the age group of 26-40 females group, 35.7% have recognized
questions, 35.7% have recognized brand come to your mind from given colors by
answering correctly four out of five sub question, 21.4% have recognized brand come
to your mind from given colors by answering correctly three out of five sub question
and 7.1% have recognized brand come to your mind from given colors by answering
33
none out of five sub question. Whereas, in the age group of 41-50 females group,
41.7% have recognized brand come to your mind from given colors by answering
correctly five out of five sub questions, 16.7% have recognized brand come to your
mind from given colors by answering correctly four out of five sub question, 29.2%
have recognized brand come to your mind from given colors by answering correctly
three out of five sub question and 12.5% have recognized brand come to your mind
from given colors by answering correctly two out of five sub question.
Males:
It was found that in the age group of 18-25 males group, 59.5% have recognized
questions, 22.6% have recognized brand come to your mind from given colors by
answering correctly four out of five sub question, 2.4% have recognized brand come
to your mind from given colors by answering correctly three out of five sub question,
1.2% have recognized brand come to your mind from given colors by answering
correctly two out of five sub question, 4.8% have recognized brand come to your
mind from given colors by answering correctly one out of five sub question and 9.5%
have recognized brand come to your mind from given colors by answering none out
of five sub question Similarly, in the age group of 26-40 males group, 61.3% have
recognized brand come to your mind from given colors by answering correctly five
out of five sub questions, 25.8% have recognized brand come to your mind from
given colors by answering correctly four out of five sub question, 6.5% have
recognized brand come to your mind from given colors by answering correctly three
out of five sub question and 6.5% have recognized brand come to your mind from
given colors by answering none out of five sub question. Whereas, in the age group of
41-50 males group, 57.1% have recognized brand come to your mind from given
colors by answering correctly five out of five sub questions, 14.3% have recognized
brand come to your mind from given colors by answering correctly four out of five
sub question, 14.3% have recognized brand come to your mind from given colors by
answering correctly one out of five sub question and 14.3% have recognized brand
come to your mind from given colors by answering none out of five sub question.
H-4(b) Women have better brand recall as compared to men
34
In the questionnaire, Q10 which consists of different tags lines have been asked to
find out the brand recall males verse females.
Females:
It was found that in the age group of 18-25 females group, 35% have recognized
different brand tag lines by answering correctly seven out of seven sub questions,
25% have recognized different brand tag lines by answering correctly six out of seven
sub questions, 22.5% have recognized different brand tag lines by answering
correctly five out of seven sub questions, 12.5% have recognized different brand tag
lines by answering correctly four out of seven sub questions, 2.5% have recognized
different brand tag lines by answering correctly three out of seven sub questions and
2.5% have recognized different brand tag lines by answering correctly two out of
seven sub questions. Similarly, in the age group of 26-40 females group, 28.6% have
recognized different brand tag lines by answering correctly seven out of seven sub
questions, 21.4% have recognized different brand tag lines by answering correctly six
out of seven sub questions, 35.7% have recognized different brand tag lines by
answering correctly five out of seven sub questions, 7.1% have recognized different
brand tag lines by answering correctly four out of seven sub questions and 7.1% have
recognized different brand tag lines by answering correctly two out of seven sub
questions. Whereas, in the age group of 41-50 females group, 50% have recognized
33.3% have recognized different brand tag lines by answering correctly six out of
seven sub questions and 16.7% have recognized different brand tag lines by
answering correctly five out of seven sub questions.
Males:
It was found that in the age group of 18-25 males group, 59.5% have recognized
8.3% have recognized different brand tag lines by answering correctly six out of
seven sub questions, 10.7% have recognized different brand tag lines by answering
correctly five out of seven sub questions, 4.8% have recognized different brand tag
lines by answering correctly four out of seven sub questions, 6% have recognized
different brand tag lines by answering correctly three out of seven sub questions,
35
2.4% have recognized different brand tag lines by answering correctly two out of
seven sub questions and 8.3% have recognized different brand tag lines by answering
none out of seven sub questions. Similarly, in the age group of 26-40 males group,
22.6% have recognized different brand tag lines by answering correctly seven out of
seven sub questions, 19.4% have recognized different brand tag lines by answering
correctly six out of seven sub questions, 29% have recognized different brand tag
lines by answering correctly five out of seven sub questions, 9.7% have recognized
different brand tag lines by answering correctly four out of seven sub questions, 9.7%
have recognized different brand tag lines by answering correctly three out of seven
sub questions, 3.2% have recognized different brand tag lines by answering correctly
two out of seven sub questions and 6.5% have recognized different brand tag lines by
answering none out of seven sub questions. Whereas, in the age group of 41-50 males
group, 42.9% have recognized different brand tag lines by answering correctly seven
out of seven sub questions, 14.3% have recognized different brand tag lines by
answering correctly six out of seven sub questions, 28.6% have recognized different
brand tag lines by answering correctly four out of seven sub questions and 14.3%
have recognized different brand tag lines by answering correctly three out of seven
sub questions.
H-4(c) Women have better brand recall as compared to men

Last but not the least, in the questionnaire, different celebrities name have given in
Q11 to find out which advertisement comes to your mind when you think of the
following celebrities to determine brand recall in women as compared to men.
Females:
It was found that in the age group of 18-25 females group, 72.5% have recognized
brand by the celebrities name by answering correctly six out of six sub questions,
10% have recognized brand by the celebrities name by answering correctly five out of
six sub questions, 12.5% have recognized brand by the celebrities name by answering
correctly four out of six sub questions, 2.5% have recognized brand by the celebrities
name by answering correctly three out of six sub questions and 2.5% have recognized
brand by the celebrities name by answering none out of six sub questions.
Similarly, in the age group of 26-40 females group, 35.7% have recognized brand by
the celebrities name by answering correctly six out of six sub questions, 21.4% have
36
recognized brand by the celebrities name by answering correctly five out of six sub
questions and 42.9% have recognized brand by the celebrities name by answering
correctly four out of six sub questions.
Whereas, in the age group of 41-50 females group, 41.7% have recognized brand by
the celebrities name by answering correctly six out of six sub questions, 25% have
questions, 29.2% have recognized brand by the celebrities name by answering
correctly four out of six sub questions and 4.2% have recognized brand by the
celebrities name by answering correctly three out of six sub questions.
Males:
It was found that in the age group of 18-25 males group, 75% have recognized brand
by the celebrities name by answering correctly six out of six sub questions, 8.3% have
name by answering correctly three out of six sub questions and 4.8% have recognized
brand by the celebrities name by answering none out of six sub questions. Similarly,
in the age group of 26-40 males group, 35.5% have recognized brand by the
celebrities name by answering correctly six out of six sub questions, 29% have
name by answering correctly two out of six sub questions and 3.2% have recognized
brand by the celebrities name by answering none out of six sub questions.
Whereas, in the age group of 41-50 males group, 42.9% have recognized brand by the
celebrities name by answering correctly six out of six sub questions, 14.3% have
recognized brand by the celebrities name by answering correctly four out of six sub
correctly three out of six sub questions and 28.6% have recognized brand by the
celebrities name by answering correctly two out of six sub questions.
37
CHAPTER 5
ANALYSIS
38
Hypothesis 1: Women have more spontaneous buying habits
as compared to men.
The first two questions were asked to test hypothesis. The question consists of
whether individuals make a list before going for shopping and stick to that list or not.
According to the finding, it was found that 44.3%% males and 50% females planned
shopping and they made a shopping list. This obviously shows females are more
planned shoppers as compared to men. Similarly, 22.1% of Males and 12.8% of
females did not plan their shopping. This shows that females are much more
spontaneous when it comes to shopping.
In the second question, it was observed that 32.3% men and 37.2% stick to what they
had planned for shopping while 36.9 of males and 33.3% of females stick to what
they had planned for shopping. So, the finding has proved that women have more
spontaneous buying habits as compared to men.
H1: ACCEPTED
Hypothesis 2: Men and women perceive advertisements

differently.
This hypothesis was tested from four different angles. Firstly I observed that which
advertising medium was more effective for each gender, then I saw that what kind of
advertisement themes were preferred by males and females, after that it was inquired
whether men and women believed that advertisements were true or not and lastly it
was asked that to what extent did advertisements attract their attention. These
different angles gave us the opportunity to see how advertisements were perceived
differently by men and women.
The exposure of different advertising mediums is different among both the genders.
This was also proved by the results in which I found that male and female both
ranked TV as the most effective while Newspaper as the second most effective
medium, the percentage of male ranking TV was much more than that of female
(male: 71.3%, female: 61.5%) while the percentage of female ranking Newspaper as
39
the second most effective medium was little bit more that men (female: 12.8, male:
12.3).
In the fourth question, I recognized that females were influenced by informative,
celebrity endorsed and Adventurous themes. Male on the other hand were most
affected by celebrity endorsed, informative and humorous advertising themes.
When I compare the percentages, I found that 30.3% male ranked celebrity endorsed
advertising as the most effective advertising theme. The second most important was
informative advertising (male: 27%) and third was humorous advertising (male:
21.3%). For women, the most influential theme is the informative advertising
(female: 27%), the second most influential theme is celebrity endorsed advertising
(female: 29%) and the third was Adventurous advertising (female: 16.7%).
In question five; individuals were asked what they thought about advertisements
giving a true picture of the products/services being marketed. A small percentage of
men and women agreed that advertisements were true (Male: 33.8%, female: 33.3%).
As for people who did not believe that advertisements were true, there was a huge
difference in the number of men and women, which believed so. Around 26.2% males
confidently said that advertisements do no portray the products/services very truly
and around 19.2% women believed the same. This shows the differing perceptions
very clearly. Around 47.4% women chose the option ‘maybe’ because they were not
really sure about advertisements. Compared to that, only 40.2% males chose this
option.
In the last question for this hypothesis, people were asked that to what extent did
advertisements attracted their attention. 36.1% male chose the ‘a lot’ option whereas
only 29.5% female chose this option. There was also an option of ‘somewhat’ for
people who were not very confident about whether advertisements did or did not
attract their attention. Around 35.2% males select the option of “somewhat” whereas
51.3% females chose it too. The percentage of males who confidently believed that
advertisements did not attract their attention at all was less than that of women
(male: 2.5%, female: 6.4%). This percentage difference between men and women
clearly shows the differing perceptions that they have about advertisements. It can
also be related to the previous two questions.
40
H2: ACCEPTED
Hypothesis 3: Brand recall leads to purchase.

The two questions were asked to test this hypothesis. In the first one, individuals
were asked whether an advertisement ever created an inert feeling in them to try out
a product/service. Around 52% males said YES to this question, 12.3% answered NO
while a 35.2% said SOMETIMES to this question. In Females, 38.5% selected YES,
6.4% answered NO while 55.1% selected SOMETIMES to the question.
In the second question for this hypothesis, the individuals were asked how often their
purchase decision was based on brand recall. Most of the individuals in both males
and females chose the “Often” option. Second in line is the “Rarely” option. This
shows an interesting fact; people may like different advertising themes, they may say
that an advertisement did create an inert feeling to try out a product/service, but
when it comes to actually purchasing the products/services, their buying decision is
often based on brand recall. This means that the inert feeling created by
advertisements was not strong enough to make people actually buy the
product/service.
This means that the hypothesis that brand recall leads to a purchase would not be
true as the results show that people may remember a product/service due to its
advertisements but it’s not necessary that they would buy it too when they remember
it.
H3: REJECTED
Hypothesis 4: Women have a better brand recall then men.

The last three questions of the questionnaire were asked to test this hypothesis.
Individuals were asked to list out brands that they recalled from some specific colors,
tag lines and celebrities.
In the first question, which was related to brands recalled from five specific colors, it
was seen that the percentage of women who scored the maximum marks, i.e. got all
their answers correct, was greater than men. On average, men scored less than
41
women in terms of remembering brands from different colors. It was found by taking
the mean. (Male: 4.07, Female: 4.22)
In the next question, in which individuals were asked to recall brands from different
tag lines, once again females were the maximum scorers. 88.5% women scored five
or above out of a total of seven while men who scored seven or above were only
75.5%. This clearly shows the huge difference in terms of better brand recall. It can
also proved by taking mean. (Male: 5.43, Female: 5.86)
For the last question too, the total score was six and individuals had to list the brands
that they remembered from different celebrities. Once again, 96.2% of the women
scored four and above scorers out of six, while on the other hand, 89.3% of men
scored four and above out of six. It can also be proved by taking their mean. (Male:
5.13, Female: 5.23)
From the above results, it is proved that Women have a better brad recall then men.
H4: ACCEPTED
Hypothesis 5: Brand recall differs in different age brackets.

In the results obtained from brand recall questions, it was seen that younger
consumers in both the genders had a better brand recall than the other two strata of
both males and females. This is because the memory recall is better in younger age
and the younger generation today is more in touch with media than the older
generations. Another reason for this is that companies tend to target the younger
through advertising campaigns as the younger consumers can influence the buying
behavior of their parents and grandparents too. So as this younger age bracket is
specifically targeted, and that is the reason why younger consumers have a better
brand recall.
H5: ACCEPTED
42
CHAPTER 6
CONCLUSION &
RECOMMENDATIONS
43
Research and Prepared by: Zubair Naikzad (2411106019)

Based on all the findings and analysis, we have come to the following conclusions:
• Women are easier to target and affect through marketing due to their higher
emotional quotient and TV exposure. It is also more beneficial to target
women as their brand recall was also proved to be better so this obviously
means that they are more prone to spread the product’s awareness through
word of mouth. Due to these reasons, companies should spend a greater
proportion of their marketing budget on targeting women through adverting
campaigns based on emotional, humorous and celebrity endorsed themes.
• TV and newspapers are the most effective mediums for marketing to

consumers belonging to both the genders.
• It is not necessary that brand recall leads to purchase but still promotion is
important and effective in terms of creating awareness and recall potential in
the consumers.
• Women have a more spontaneous buying behavior as compared to men so

point-of-sale advertising can be a point of focus for the companies.
• Men and women perceive advertisements differently so different advertising

themes are important to target both these genders more effectively.
•
44
Bibliography
Websites:
• www.google.com
• www.yahoo.com
• www.scribd.com
• www.wikipedia.com
• www.4shared.com
• www.esnips.com
• www.h33t.com
Books:
Marketing, 13th Edition

Michael J. Etzel, Bruce J. Walker, William J. Staton
Consumer Behavior, 4th Edition

David L. Loudon & Albert J. Della Bitta
Professors:
• Professor Sibtay Amir

• Professor Adeeb Rasool
• Professor Lateef Dallus
45
Research and Prepared by: Zubair Naikzad (2411106019)

APPENDICES
Appendices
Questionnaire
Gender: Male Female Age:18-25 26-40 40 and above
H-I Women have more spontaneous buying habits as compared to

men.
Q1: Do you plan your shopping: do you make a shopping list?

• Yes
• No
• Sometimes
Q2: Do you stick to what you have planned for shopping?

• Yes
• No
• Sometimes
H-II Men and women perceive advertisements differently.
Q3: Which advertising medium do you think is most effective? (Rate, 5 being the
highest, 1 the lowest)
• TV _______________
• Billboard _______________
• News paper _______________
• Internet _______________
• Radio _______________
Q4: How would you rate the following advertisement theme? (5 being the highest, 1
the lowest)
• Humorous _______________
• Informative _______________
• Adventurous _______________
• Emotional _______________
• Celebrity endorsed _______________
Q5: Do you think that advertisements give a true picture of products/services being
marketed?
• Yes
• No
• May be
47
Q6: To what extent do you think that advertising attracts your attention?
• Extremely
• A lot
• Somewhat
• No
• Not at all
H-III Brand recalls leads to purchase.
Q7: Did an advertisement ever create feeling to try out a product/service?
• Yes
• No
• Sometimes
Q8: How often is your purchase decision based on an advertisement recall?

• Mostly
• Often
• Rarely
• Never
Hypothesis IV: Women have a better brad recall then men.
Q9: Which brand comes to your mind from the following colors? (List as many as you
remember)
Yellow ____________________________________________
Blue ____________________________________________
Red ____________________________________________
Indigo ____________________________________________
Green ____________________________________________
Q10: Fill in the following blanks:

Brands Tag Lines
• _____________________________ Gaarha jo hai
48
Appendices
• _____________________________ itna khalis jitna pyar

• _____________________________ Piyo aur jiyo
• _____________________________ Connecting people
• _____________________________ ab sab keh dou
• _____________________________ Do the Dew
• _____________________________ the smart call
Q11: Which advertisement comes to your mind when you think of the following
celebrities? (List as many as you remember)
• Reema _______________________________________
• Amna Haq _______________________________________
• Ali Zafar _______________________________________
• Shaan _______________________________________
• Atif Aslam _______________________________________
• Iman Ali _______________________________________
49
Age Group Wise Charts (Findings)
50
Appendices
51
52
Appendices
53
54
Appendices
55
Hypothesizes Wise Charts (Analysis)

Hypothesis-I Women have more spontaneous buying habits as compared to
men
Q1: Do you plan your shopping: do you make a shopping list?
Q2: Do you stick to what you have planned for shopping?
56
Appendices
Hypothesis-II Men and women perceive advertisements differently

Q3: Which advertising medium do you think is most effective? (Rate, 5
being the highest, 1 the lowest)
57
Q4: How would you rate the following advertisement theme? (5 being
highest, 1 lowest)
58
Appendices
Q5: Do you think that advertisements give a true picture of products or

services being marketed?
Q6: To what extent do you think that advertising attracts your attention?
59
Hypothesis-III Brand recall leads to purchase
Q7: Did an advertisement ever create an inert feeling to try out a

product/service?
Q8: How often is your purchase decision based on an advertisement

recall?
60
Appendices
Hypothesis-IV Women have better brand recall as compared to men
Q9: Which brand comes to your mind from the following colors? (List as
many as you remember)
Q10: Fill in the following blanks:
61
Q11: Which advertisement comes to your mind when you think of the
following celebrities? (List as many as you remember)
62

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EFFECTS OF

Research and Compiled by:

Research and Compiled By:

I hereby declare that this project titled “Effects of Advertisement on Male

Place: Karachi, Pakistan Mr.

“Our Respected Professor”

We owe to them all what we have.

After going through various channels of advertisement such as Newspaper, Journals,

Advertising of Particular Events: Trade fairs, exhibitions, concerts and sporting

Generic Advertising (Collective):

The TV commercial is generally considered the most effective mass-market

MEDIUM ADVANTAGES LIMITATIONS

MEDIUM ADVANTAGES LIMITATIONS

The Various Disciplines Influencing Consumer Behavior

Factors Affecting Consumer Buying Behavior

Table 1- 3: Factors Affecting Consumer Buying Behavior

Consumer Buying Decision Process

Table 1- : The process of Consumer Decision Making

I.Women have more spontaneous buying habits as compared to men.

Facilities, Resources & proposed Budget

Recourses Quantity Cost Total Cost

Printer Rs. 600 per

Stationary & binding --- Rs. 500 Rs. 500

Traveling Expenses 1 person --- Rs. 1000

Total --- --- Rs.

Description of Research Design

2. Interviews – although we could not conduct formal interviews. However while

2. The second chapter describes the research proposal. It consists of:

3. The third chapter deals with the Research design, it includes:

4. In fourth chapter, I have covered following research aspects:

5. In chapter five, I have covered the following aspects.

H-1 Women have more spontaneous buying habits as

H-2 Men and women perceive advertisements differently (Q3,

H-3 Brand Recall leads to purchase:

H-4(a) Women have better brand recall as compared to men

H-4(b) Women have better brand recall as compared to men

H-4(c) Women have better brand recall as compared to men

Hypothesis 2: Men and women perceive advertisements

Hypothesis 3: Brand recall leads to purchase.

Hypothesis 4: Women have a better brand recall then men.

Hypothesis 5: Brand recall differs in different age brackets.

Research and Prepared by: Zubair Naikzad (2411106019)

• TV and newspapers are the most effective mediums for marketing to

• Women have a more spontaneous buying behavior as compared to men so

• Men and women perceive advertisements differently so different advertising

Marketing, 13th Edition

Consumer Behavior, 4th Edition

• Professor Sibtay Amir

Research and Prepared by: Zubair Naikzad (2411106019)

H-I Women have more spontaneous buying habits as compared to

Q1: Do you plan your shopping: do you make a shopping list?

Q2: Do you stick to what you have planned for shopping?

H-II Men and women perceive advertisements differently.

H-III Brand recalls leads to purchase.

Q7: Did an advertisement ever create feeling to try out a product/service?

Q8: How often is your purchase decision based on an advertisement recall?

Hypothesis IV: Women have a better brad recall then men.

Q10: Fill in the following blanks:

• _____________________________ itna khalis jitna pyar

Age Group Wise Charts (Findings)

Hypothesizes Wise Charts (Analysis)

Q1: Do you plan your shopping: do you make a shopping list?