The Attitude Towards Advertising Approach Influences Brand Choice Marketing

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CHAPTER 1
INTRODUCTION
The globalization of saturation of markets, competition, different mediums of
advertising and growth of information technology had improved customer awareness
and formed a situation where long-term sensation was no longer achieved by means
of optimized product qualities and price. Instead, companies build achievement on a
long-term retention of customer relationship. Hence, the raise and retention of loyal
customers had turned out to be a key success factor for long-term achievement of the
companies. For that the main emphasis in marketing had shifted from captivating
new customers to the retention of current ones. For this retention purpose it was
necessary for the companies to create awareness in the consumer mind and the best
way to get it done was by means of effective advertising that had an influence in the
mind of the consumer and affects the decision making during buying behavior
process.
Advertising was multidimensional and a form of communication, as a part of an
economic system a means of financing the mass media. Dissimilar kinds of
businesses used advertising to prompt different types of markets toward responses.
These included retail advertising, national advertising, industrial advertising,
professional advertising, trade advertising, idea advertising etc. The advertisements
were end products of a sequence of investigations, tactical decisions, strategic plans,
and executions that all collectively included the total advertising process.
Information technology was playing an important role and offered the opportunity of
a computer mediated environment that could changed many communications model
of advertising. Companies appreciated that advertising had a significant role in
largely accomplishment and were familiar with that if there were any functions near
to consumers either advertising or Sales. Sales construct up into a direct perimeter
among products of company and clientele, and on the extra hand marketing was not
a direct function between company and customers (David, 2005). Advertisers made a
decision about the media to promote in fraction to make the most of the purchase

probability planned for brands. In consequence the producer distributed

advertisement among media so that the message was seen by persons who were
largely probable to replicate buy the exacting brand. Advertising competence
depended on users' receptiveness towards an advertisement and on approach just
before advertising. For entwine out advertisement start off out the person's
respondents with more optimistic attitudes towards advertising recall a higher
numeral of ad the day contact. In the internet, it was frequent that advertising was
used with stage of compulsory contact than merely static poster whose level was
difference to print advertising of a little. Since superior intrusiveness guided to
advertisement avoidance and annoyance, a fewer favorable approach among
customers advertise could be believed. Conceited that the whole approach towards
internet advertising was less constructive than towards print advertise, lower ad
memories could be predictable. Customer predilection and acceptance in buoyant
conditions mean the indistinguishable fascination but it was optimistic to keep the
trend in mind by means of penchant notice to specify choices between impartial or
valued options with receiving representing a willingness to stand the circumstance or
less desirable options (Biehal and Chakravarti, 2006),

It had been observed from the practical aspect that a consumer's decision of
purchasing products mostly rely largely on the memory for the advertisement. Thus
the importance of studying ad effects on customer attention depends on the richness
of the contents provided in the message it conveyed. In adding advertisers were also
constantly annoying to improve the persuasive methods of the ad in arrange for
consumers to process the information provided that it contained and remember that
information for assessment. Consumers were bombarded with ads that hold attribute
information that were also in a numerical or verbal mode and that the information
form was also presented in a bright or non-vivid form. As of an advertising
perspective, ads enclosing more numeric information must be harder to keep in mind
and must take longer time period to decode. This complexity of comprehension of
some form of information and remember may be applicable to a lower information
individual. Consumers usually left through information search process extremely
actively and acquire pertinent information necessary for the buying process and in
general decision making based on learning, a process that was continuously
developing and changing based on acquired information experiences. There were
other reasons for a customer to respond to advertising. Advertising had the actually
magical possessions that people whose experience were most exceptional served
most probable to observe an ad future for that make. Advertisers decided the

medium to support in fraction to make the generally of the purchase possibility

future for the brands. In result the originator distributed advertisements between
media so that the significance was seen by people who were mainly probable to
repeat buy any particular product (Cho, 2003).
In this research, study mainly focuses on the consumer choice regarding brand due
to the attitudes towards advertisement. A concept the attitude toward the
advertisement approach had been elaborated with the help of literature review and
then the findings which was attained by this research. Research had been carried out
on the basis of brand awareness and attention and the impact of advertisements of
the customer through advertisement and how the advertisement grab the attention of
the customer in a way that brand image was created in consumer's mind. When
consumers watched it automatically click in the minds which brand add was this as
advertising had the actually magical belongings that individuals whose tastes were
mainly excellent served by a recognized brand were individuals most likely to observe
an advertisement intentional for that brand. Customer used the similar criteria to
evaluate all brands in a product class and this views the customer as a more supple
information processor. The attributes a person recall or used to assess a brand in a
product class may differ. To some degree, attributes may be prejudiced by the
advertisement the customer sees for the brand

Research Hypothesis:
H1: The attitude towards brand approach influences brand choice.
H2: The attitude towards advertising approach influences brand choice

CHAPTER 2
LITERATURE REVIEW
Advertising was a marketing approach and a technique to make the people aware of a
particular brand. Many researches and studies took place in past in order to analyze
the influence of advertisement on brand choice of a consumer. There had been also a
compare and contrast thing between two approaches that were attitude towards
brand and attitude towards advertisement. In prior researches there were many
empirical evidences which were in favor of attitude towards advertising influencing
brand choice. The identification and determination of these two new strong potential
concepts helped a great deal in stimulating the advancement of knowledge. Whatever

consumers decided to purchase was influenced by many factors. If a consumer

bought a coffee, it not only reflects his immediate buying behavior but also about his
entire life, his family background, history of his nation and his attitudes towards
other products as well. There were an infinite number of influences which were
combined and then the final purchase was done. There were many things which
affected the actions of the consumer but the focus was how consumers purchased by
own determination after getting influenced by the marketing strategies (David,
2005).
The brand intentions of the consumer was affected by three situational factors which
were
It's possible that a given situation occur for the consumer.

It's possible in the situation the product be a part of it in future.

It's possible that in this situation the brand consumed by consumers.
In approach of attitude towards brand an effort was made to influence brand choice
by provoking constructive consumer attitudes to advertised brands. Attitude towards
advertisement was a significant negotiator for brand choice. How an advertisement
had an impact on consumer's brand choice was a primary concern (Abernathy and
George, 1996)
In approach of attitude towards brand an effort was made to influence brand choice
by provoking constructive consumer attitudes to advertised brands. This happened
by producing some kind of ads in which consumer's beliefs and valuations were
influences concerning the positive consequences of using and consuming the brand.
In this kind of approach some specific features and benefits were more highlighted. If
the effort was successful and worth, there was a probability of trial of product and
recurring purchasing forming a positive attitudes and thus an expected outcome for
the attitude towards brand approach. Assuming behavioral action this approach had
considerable and solid basis. An extensive support was offer by various
advertisement agencies. Widely it was accepted that the major purpose of
advertisement was to resolving problems of consumer and this was what favors
attitude towards brand approach. This approach required creative copy writing
which included the proper matching of product features and benefits with
consumer's expectations and needs. However this approach had certain limitations

for example a restriction that brand to be advertised must really have the defined
advantages over viable offerings then only this approach could be implied (Park
Whan, 1996).
The attributes offered must be like other brands in competitions. Thus the solution to
this limitation was attitude towards advertisement approach. Attitude towards
advertisement approach was an alternative to restriction. Unlike previous approach
it was not about just highlighting specific benefits and attributes of a brand or
product but instead the effort was directly made to create a positive attitude towards
the advertisement so that consumers had favorable feelings after the ad was
processed. It was basically the implicit assumption that the consumers encouraged
by the aspiration of feeling good in implying this approach. The most significant and
attractive attribute of this particular approach was that it required less cognitive
response from consumers, since the considerable and influencing reactions don't rely
on this cognition. Various reputable advertising agencies currently presented
evidences in favor of the significance of stimulating positive consumer attitude
toward ads. Many practitioners were imposing this approach for example many
personified soft drink advertisements employing this approach (Fergus and Robert
Lockhart, 1992),
There were basically two different aspects of this approach. One was cognitive and
other was emotional. Attitude towards ad was influenced by feelings and thoughts
which viewer had regarding that ad and this particular attitude further influence
brand and this had an impact on attitude towards brand in other words the attitude
towards ad had direct impact on attitude towards brands directly and indirectly. And
positive feelings encourage positive thoughts about brands. In cognition aspect
consumer more relates to exceptional elements of the advertisement. For example a
particular ad may be considered by any consumer because of a humor element while
the other ad because of attractive factor while the third ad may be disliked because it
may seem too clever. Moreover another aspect of this approach could provoke
emotional response for example the feeling of love, sorrow or happiness without any
alerting evaluation of the exceptional elements (Bettman and James, 1999).
Ultimately, the basic purpose of advertising was to influence consumers about the
brand to buy or purchase products of particular company. If an advertisement
created positive feeling than the brand was considered successful in getting
consumers attention and was capable of influencing consumers to purchase the
product where as If advertisers failed to get consumers attention through the ads
than it was useless and had to face downfall. Researches stated that advertising

directly influenced brand choice and it created affective associations to the brand.
Brand evaluation could be influenced only of positive feelings were evoked after
viewing advertisements. Due to the persuasiveness the feelings could vary and may
be critical. At a point, a brand could be very influential through the advertisements
and the given information that the brand was the best and offered you the best
products and benefit other than any other brand. For example an ad of Tylenol could
easily influence consumers that Tylenol worked faster and was gentle on stomach
rather than aspirin. On the other hand, the advertisement which contained appealing
visual and audio was more attractive and created a positive feeling. Like mentioned
before, Tylenol ad could be a beautiful ocean view or a musical effect could create
this positive feeling (Bettman, James and Michel, 1977).
These two dimensions had entirely different impact from each other since the
mechanism was totally different. One was a conscious process while the other one
was more emotional. Attitude toward an ad did not really depends on attitude
towards the advertised brands and it could be supported by a perspective that a
brand advertisement was nothing else than other element of the advertised brand,
thus the customer's evaluation simply revealed another input in to the attitude
towards brand. The above argument was supposed to be technically correct since the
merging of brand's advertisement with real product attributes created a crude
combination which if taken to logical ending also validated inclusive of word of
mouth impact as an attitudinal element (Carlsmith, Merrill, Phoebe and Elliott
Aronson, 1996).
A specific advertisement represented involvement by the interest and encouragement
evoked. An advertisement could only be successful if the amount of interest arouses
or the advertisement was capable to capture the attention of the consumers,
moreover this also helped in influencing the processing strategy. The foremost
processing strategy of developing a complete evaluation of the advertised brand was
mostly used by receivers. Conducted research and concluded this as a "brand
evaluation strategy". The previous research conducted also described the non brand
strategy, in which the receiver focused on the non brand advertising content (e.g.
scenery, music, characters). Attention and processing strategy were the two factors
which were very helpful in representing the involvement of the receivers whether it
was high or low. High involvement of the receiver could be indicated if the receiver
was attentive to the advertising message and was using a brand evaluation strategy.
Absence of processing in an advertising message indicated that the involvement of
the receiver was less. There were two different forms of low involvement, i.e.
canonical form and Strategy limited. Canonical form was the most acknowledged and

accepted by scholars and practitioners. This form also called as attention limited
where the receiver was not interested in the brand information neither interested in
any other information or content in the advertisement; hence low involvement was
observed. Strategy limited was used as an alternative form due to low involvement of
the receiver. In this form the receiver was attentive towards the non brand features
and less attentive in the brand specific information which basically was the content
of the particular advertisement. However, it was quite possible that this happened
when the receiver was not actually interested in the product and finds it more
convenient to just listen to the music or enjoy the beautiful scenery (Abernathy and
George, 1996)
The attitude formation of the consumers was enabled by processing the information
of an ad campaign or advertisement. It determined the potential of the brand. There
were four types of attitude formation' i.e. High involvement, moderate involvement,
strategy limited involvement and attention limited low involvement. The consumer's
evaluation was based on the processing of specific brand information which was the
basic strategy to influence a consumer; hence this processing decided the consumer's
attitude towards the brand. The consumer processing of non brand features also
determined the attitude formation towards the advertisement as well as attitude
towards the brand. Attitude towards the brand was implausible as it was doubtful
that the processing of the non brand features were more than the specific
information. However, the exceptional case was when a consumer highly encouraged
attaining particular brand information like price etc. Moreover, in commercial
exposure of a brand consumer was more interested in knowing the price information
other than anything else. In conclusion to this strategy limited low involvement
evaluation the consumer could not have any sort of semantic memory for brand info;
therefore there was no creation of attitude towards brand approach. The
advertisement elements must not only be limited to images or pictures but also
involved sound emotions and feel. Since this limitation was not form any attitude
and semantic memory of the consumer was not influenced. This lack of attention
processing caused the less possibility of attitude formation (Dillon and Tom, 1995)
There were in all three mechanisms which had an impact on brand choice. The first
thing which had high degree of involvement was that the consumer's desires and
evaluations were influenced by considering an advertisement or campaign. The
attitude toward brand was thus provoked. And the option for buying the product
brand was contingent on how positive the attitude was. The second thing was that
the brand choice did not rely on advertising efforts and instead depends on the
demand on point of purchase material. The third thing was that the attitude towards

brand choice also relied on decision making process. Decision making process was
about how a consumer decided to opt for a particular brand in case of the
alternatives available and consumer choices then became an issue of choosing that
option which satisfied some implicit objective functions and possessed desired
attributes. The prior experience of brand usage of consumers was also one of the
factors. Advertising technique offered an alternative option in these cases where the
consumer was totally unaware of the particular brand and never used it. That was if
there was no other option by which a consumer could judge about the brand then the
consumer ultimately got attracted towards and advertisement of that brand. The
consumer attitude towards brand was revealed by making that advertised brand an
object and the advertisement as a good or bad thing. How much people liked or
disliked any ad was the attitude which got linked with the attitude towards any ad or
brand. Feeling motivated by any ad could influence the attitude towards ad directly
and also indirectly depending on the quality of advertisements (Claxton and Portis,
2003).
Academic researchers also provided information that attitude toward an ad offered
an influence on brand attributes beyond any efficiency of an ad to communicate
attribute info. The importance of liking an ad in making brand persuasion effected
was confirmed, although it was only one of the factors influencing ad engendering
score. One of the factors influencing attitude towards advertisement was the
execution of a particular ads. Various ads could receive the same attitude while
imposing different strategies. For example three ads of same level received same
response but one using humor element while the second one using a serious feel and
the third one with sentimental and warm touch influence consumers in different
ways (David, 2005).
The components used in the making of any advertisement must be interesting,
complex have useful info about the brand, likeable cast, more credible, a little touch
of humor, provoke positive feelings in order to prevent irritation for ad among
viewers. A favorable attitude towards an advertisement was creating high degree of
attitude to the brand could also influence advertising impact in various ways like the
recall or advertisements by consumers. The ad which was more liked was
remembered for long time. Moreover it was also experimented that a disliked ad was
also remembered because of the irritable attributes thus liked and disliked ads were
considered better rather than neutral ones. Irritating commercials also have
influence. The reason for this kind of happening was that the contexts in ad and
information processed could be enhanced excluding negative feeling transmitted to

the product. Moreover by this element brand familiarity took place. Brand awareness
became high (Fishbein, Martin and Icek Ajzen, 1995).
Direct ad could affect the consumer's choice in many ways. After processing if a
consumer was left with two brands then it was necessary to choose one brand,
therefore the brand which was more superior, appealing and satisfactory to the
customer was purchased by the consumer. Influence of an ad had direct impact on
the consumer whether it was because of the information or because of the beliefs.
However, it was very hard to differentiate between two brands if individual's two
brands were similar. If consumers were to purchase or choose the best brand than
the idea of the other brand was dropped and the only things which could help choose
the best brand was to get information about that particular brand. A classical
perspective of attitude conditioning elaborated the explanation of how attitude
towards advertisement was transferred to attitude towards brand, hence referring
with the choice procedures of the consumers (Duffy, 2005).
Advertisements which were composed in a way that results in appealing the
consumers and connotative responses were portrayed attractively, had pleasant
feelings in it due to the music, scenery or characters etc. This ad was the strategy to
manipulate the consumers in a world which exited to full fill wishes of customers.
This connotative replied from the consumers were representing the unconditioned
motivation. Advertising exposures could also result in direct or specific responses.
The combination of denotative and connotative responses if done in the proper way
could lead to success of advertisement through emotional affect on the consumers.
The following method provided an untried brand or product and the advertisement
affects consumers in a way that consumers buy the particular brand. Therefore, the
quality of the advertisement must be very good if triumph had to be obtained. This
quality ad determined the attitude of the consumers towards the advertisement first
and then resulted in the attitude towards the brand, which was purchase of the
products. The most famous authors also stated this theory as behavioral modification
theory regarding the conditioning effects of advertising (Gardner, Meryl, Andrew and
Edward, 1978).
Past and recent Observations proved that the attitude towards the advertisement was
accumulating. Researches also stated the attitude towards the advertisement in
reference to mood formation. Mood formation could also be considered as a strategy.
Therefore, marketers could play with consumers mood through the ads and
techniques used in the current ads. Psychologists stated relation between a person's
memory, mood and subsequent behavior in the researches. One explanation stated

that if a person was in a good mood than was more likely to absorb positive
information rather than negative. Furthermore, marketers focused on how to vary
with consumer's mood through the ads. An ad could easily built up a good mood or a
bad mood. And good mood was good for the brand itself (Biehal and Chakravarti,
2006).
Considered a situation relating to the theory proposed by psychologists that person's
mood, memory and behavior was related to each other. A consumer watched a
commercial of a wine which a person was very fond of but had never purchased it
and a good feeling always evoked inside him whenever consumer views it. While
doing routine grocery shopping consumer was reminded of a party and that had to
purchase a wine. Consumer saw the wines that had been watching the commercial of.
As consumer saw that wine on the shelf again good feeling evokes inside him.
However, this feeling was made people purchase this brand rather than any other
brand. In result, this concluded that the attitude towards an advertisement was
directly proportional to the attitude towards the brand. If an ad was appealing and
gives you a good feeling than a consumer was more likely to purchase that brand
rather than any other brand. In prior mood researches it was found that people with
good moods saw the positive side of the thing than the other range of incentives. The
experiences of people were more remembered by them unlike single stimuli. These
arguments have a considerable inference for advertising. If the advertisement of a
particular brand provoked good mood in the viewers than the probability of sales
increase of that advertised brand (Lawrence, 1980).
In prior mood researches it was found that people with good moods saw the positive
side of the thing than the other range of incentives. The experiences of people were
more remembered by them unlike single stimuli. These arguments have a
considerable inference for advertising. If the advertisement of a particular brand
provoked good mood in the viewers than the probability of sales increase of that
advertised brand. In prior mood researches it was found that people with good
moods saw the positive side of the thing than the other range of incentives. The
experiences of people were more remembered by them unlike single stimuli. These
arguments have a considerable inference for advertising. If the advertisement of a
particular brand provoked good mood in the viewers than the probability of sales
increase of that advertised brand (Mitchell, Andrew and Jerry, 1999).
Advertisement information processing allowed the potential for the formation of
attitude towards both the advertised brand and advertisement. These attitudes could

be positive, negative and neutral. Attitudes vary with the types of advertisement. It
was also predicted that a negative attitude have more influence (Duffy, 2005).
The studies also concluded the extent to which people consider advertisement and
felt it since it helped them to stay aware about the new developments in surrounding.
Advertisements in print medium was dependable on readers because the readers
decide that how much time had to be consumed on one particular add or simply turn
the page to next. And this seems that extent to which attentions was paid to an ad
was the attitude towards advertisement commonly. Buying intentions were
considered to be influenced by the true and informative advertisements and also on
the enjoyment consumer have by looking at the ads. Consumers were persuaded by
the advertisement and consider these advertisements in order to get look on
attainable options and respond positively towards advertising (Kugman and Herbert,
1995)

CHAPTER 3
RESEARCH METHODS
Instrument:
Questionnaires were used as an instrument for data collection. The instrument was
in the form of closed ended questionnaire

Sample size and sampling technique:

Sample size for this research was 80 respondents and technique used for condcting
this research was convinience sampling.

Respondents and data collection:

Different brand users were considered as the respondents for this research. The data
used in this research was collected from different customers of different brands. As
convineince sampling was used so data collected through different customers,
meeting them in different depatrmental stores and shopping centres.

Statistical tool used:

In this research Multinomial Logit technique had been used because dependent
variable categories were more than two.

Data used:
Primary data was used in this research to analysis this data and questionnaires were
the source for primary data collection

CHAPTER 4
RESULTS
Reilability Test:
Hence in this research, reliability analysis had been analysed and research had found
that data was reliable and consistent. Reliability analysis allowed studying the
properties of scales of measurement and the things that build them up. The
Reliability Analysis procedure calculated a number of frequently used procedures of
level reliability and also gives information about the associations between individual
items mentioned in the scale. Here, the reliability value of the above data set was
0.675.

Reliability Statistics
Cronbach's
Alpha
N of Items
.675
12
Cronbach's Alpha was the internal consistency model which was based on the
average correlation. Here the value of Cronbach's Alpha was 0.675 which indicated
that the data was consistent.

Hypothesis testing:
H1: The attitude towards brand approach
influences brand choice.

Model Fitting Information

Model
Model Fitting Criteria
Likelihood Ratio Tests
-2 Log Likelihood
Chi-Square
Df
Sig.
Intercept Only
228.168
Final
124.163
104.005
8
.000
For testing above hypothesis, technique Multinomial Logit had been used because
dependent variable categories were more than two.
From the above table it could observe that the significant value of the final model was
0.000 that was less than 0.05 so the data was adequate to apply the Multinomial
Logit on it.

Goodness-of-Fit
Chi-Square
df

Sig.
Pearson
45.399
54
.791
Deviance
46.247
54
.764
The significant value of the both the goodness of fit test was greater than 0.05 It
means we were accepting our null hypothesis i.e. the fit was good.

Pseudo R-Square
Cox and Snell
.405
Nagelkerke
.458
McFadden
.239
The significant values of Pseudo R Square were greater than 0.05, it did not have any
direct implication in terms of understanding but, have performed the same purpose
that Adjusted R square perform in Regression.

Likelihood Ratio Tests

Effect

Model Fitting Criteria

Likelihood Ratio Tests
-2 Log Likelihood of Reduced Model
Chi-Square
df
Sig.
Intercept
1.242E2
.000
0

.
TOA
218.036
93.873
6
.000
BIY
137.128
12.965
2
.002

The chi-square statistic was the difference in -2 log-likelihoods between the final
model and a reduced model. The reduced model was formed by omitting an effect
from the final model. The null hypothesis was that all parameters of that effect are 0.
a. This reduced model was equivalent to the final model because omitting the effect
did not increase the degrees of freedom.
From the above table it had observed that Attitude towards brand influenced the
consumer brand choice in terms of importance of brand and type of advertisings (one
of the factors of consumer brand choice). The significant value of the above table was
less than 0.05 it means our Null hypothesis was not rejected. Moreover the attitude
towards brand either it was positive neutral or negative did impact the consumer
brand choice.

Parameter Estimates
Attitude towards Branda
B
Std. Error
Wald
Df
Sig.
Exp(B)
Positive
Intercept
-2.057
.728
7.972
1

.005
[TOA=1]
1.139
.744
2.343
1
.126
3.123
[TOA=2]
2.246
.786
8.159
1
.004
9.452
[TOA=3]
.664
.839
.625
1
.429
1.942

[TOA=4]
0b

.
.
0

.
.
[BIY=0]
1.537
.446
11.892
1
.001
4.648
[BIY=1]
0b

.
.
0

.
.

Neutral
Intercept
1.243
.397
9.798
1
.002
[TOA=1]
-3.565
.706
25.528
1
.000
.028
[TOA=2]
-2.145
.615
12.173
1
.000
.117
[TOA=3]

-.808
.483
2.795
1
.095
.446
[TOA=4]
0b

.
.
0

.
.
[BIY=0]
.453
.465
.951
1
.330
1.573
[BIY=1]

0b

.
.
0

.
.
a. The reference category is: Negative.
b. This parameter is set to zero because it is redundant.
From the above table it had observed that if the attitude towards brand was positive
the Type of advertising in terms of full page ads increased the brand choice of
consumer. However, other type of advertising activity did not have impact when it
comes to attitude. Secondly, if the attitude towards the brand was positive and the
importance of brand was on the higher side it had a huge impact on consumer brand
choice consumer was more likely to buy a brand that was more important. The
attitude towards brand in Neutral all types of advertising played an important role in
consumer brand choice but especially the advertising with glamorous model did
more impact as compare to other advertising style

Classification
Observed
Predicted
Positive
Neutral
Negative
Percent Correct
Positive

38
9
7
70.4%
Neutral
7
70
2
88.6%
Negative
22
27
18
26.9%
Overall Percentage
33.5%
53.0%
13.5%
63.0%
The hit ratio of the above analysis was 63%, it means that our model on the basis of
independent variable correctly identified the 63% of the data set had been used for
analysis.

H2: The attitude towards advertising approach

influences brand choice
Model Fitting Information
Model
Model Fitting Criteria
Likelihood Ratio Tests
-2 Log Likelihood
Chi-Square
df
Sig.
Intercept Only
215.222
Final
129.929
85.293
8
.000
From the above table we could observed that the significant value of the final model
was 0.000 that was less than 0.05 so the data was appropriate to apply the
Multinomial Logit on it.

Goodness-of-Fit
Chi-Square
df

Sig.
Pearson
38.412
54
.946
Deviance
43.293
54
.851
The significant value of the both the goodness of fit test was greater than 0.05 It
means we were accepting our null hypothesis i.e. the fit was good.

Pseudo R-Square
Cox and Snell
.347
Nagelkerke
.391
McFadden
.195
The significant values of Pseudo R Square were greater than 0.05, it did not have any
direct implication in terms of understanding but, have performed the same purpose
that Adjusted R square perform in Regression.

Likelihood Ratio Tests

Effect

Model Fitting Criteria

Likelihood Ratio Tests
-2 Log Likelihood of Reduced Model
Chi-Square
df
Sig.
Intercept
1.299E2
.000
0

.
TOA
209.341
79.413
6
.000
BIY
136.923
6.994
2
.030

The chi-square statistic was the difference in -2 log-likelihoods between the final
model and a reduced model. The reduced model was formed by omitting an effect
from the final model. The null hypothesis was that all parameters of that effect were
0.
a. This reduced model was equivalent to the final model because omitting the effect
did not increase the degrees of freedom.
From the above table it had observed that Attitude towards advertising influences the
consumer brand choice in terms of importance of brand and type of advertisings (one
of the factors of consumer brand choice). The significant value of the above table was
less than 0.05 it means our Null hypothesis was not rejected. Moreover, the attitude
towards brand either it was positive neutral or negative did impact the consumer
brand choice

Parameter Estimates
Attitude towards Advertisinga
B
Std. Error
Wald
df
Sig.
Exp(B)
Positive
Intercept
-1.270
.585
4.713
1

.030
[TOA=1]
.773
.624
1.535
1
.215
2.167
[TOA=2]
1.753
.668
6.892
1
.009
5.771
[TOA=3]
.197
.719
.075
1
.784
1.218

[TOA=4]
0b

.
.
0

.
.
[BIY=0]
1.064
.426
6.242
1
.012
2.899
[BIY=1]
0b

.
.
0

.
.

Neutral
Intercept
.966
.382
6.391
1
.011
[TOA=1]
-3.355
.707
22.551
1
.000
.035
[TOA=2]
-1.629
.595
7.502
1
.006
.196
[TOA=3]

-.612
.476
1.655
1
.198
.542
[TOA=4]
0b

.
.
0

.
.
[BIY=0]
.729
.450
2.622
1
.105
2.073
[BIY=1]

0b

.
.
0

.
.
a. The reference category is: Negative.
b. This parameter is set to zero because it is redundant.
From the above table we could observe that if the attitude towards advertising was
positive the type of advertising in terms of full page ads increased the consumer
choice for any brand. However, other type of advertising activity did not have impact
when it comes to attitude. When the attitude towards brand was Neutral, colorful
and full page ads advertising played an important role in consumer brand choice.
However, when the attitude towards advertising was neutral the importance of brand
did not play any significant role it means if the attitude was neutral or negative
consumer brand choice was remain same for the one consumer preferred to buy.

Classification
Observed
Predicted
Positive
Neutral
Negative
Percent Correct
Positive

40
12
8
66.7%
Neutral
8
66
2
86.8%
Negative
19
28
17
26.6%
Overall Percentage
33.5%
53.0%
13.5%
61.5%
The hit ratio of the above analysis was 63%, it means that our model on the basis of
independent variable correctly identified the 63% of the data set had been used for
analysis.

CHAPTER 5

CONCLUSION
The research reports and evidences have thus been highlighted in favor of attitude
towards advertisement that this approach was a significant moderator for
consumer's choice behavior. Strategies helped in determining attitudes towards the
advertised brands. Experiments took place in order to see that the consumer's
attitudes, purchase intentions and behavior were affected by the attitudes towards
advertisement which prompted these effects. There had been many researches'
conducted examining the relationship between attitude towards advertisement and
brand choice. These researches' described that the attitude towards advertisement
did not only affect the consumers purchased intention but also the brand choice. This
was not always possible that the intention and behavior, e.g. brand choice was
related.
From the statistical analysis, it had been observe that attitude towards brand or
adverting affected the consumer brand choice. Consumers have different perception
regarding different brands and therefore attitudes were different towards brands.
Some people have positive attitude that brands were good some people feel it just to
pay extra price for the same quality products this type of behaviors were also
observed when it came to advertising for example some people thought that
advertising was good it provided the information about the products others feel
whatever shown in the advertising did not exist in the real world. It had been
observed people having different attitudes were influenced differently when it came
to brand choice. On the basis of the analysis it could be stated that importance of
brand to consumer and type of advertising helped in changing the attitude of
consumers that automatically influenced the consumer choice towards product.

Discussion and Implications

It was recommended that the company's advertisers have to be more aware of the
fact that customers were showing to numerous amounts' of vague information and
that have to also used the information for decisions making irrespective of just
choosing a precise mode of communication. It was consequently sensible to expect
that partiality for particular information influenced that how the information was
encoded, then retrieve and then processed in decision-making situations. Therefore,
businesses must aim for the most effective advertising medium to be an essential
fraction of the business disadvantaged. The accessibility and presence to a web site
was also a key role in getting the attention due to online advertising. Though, as the
number of companies exploiting online advertising and the use of search engine, it

became the new way to compete in the industry and retain customers. Customer
satisfaction was the key elements for the preparation of the marketing in prospect of
the reality that satisfaction did turn customer's intention to purchase a product or
services. Marketers were now looking into the issues that have an effect on
satisfaction intensity of customers as customer prospect was changing over time.