BRM LIVE PROJECT

ON
CONSUMER ATTITUDE TOWARDS
ONLINE ADVERTISING

Submitted By:
ISHA SHARMA (18BSP1641)
MANISHA MEHTA (18BSP1709)
GOPALA SINGHAL (18BSP4141)
KIRAN NEGI (18BSP4155)
RAO SARALA (18BSP4169)

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 INDEX

S.No. TOPIC Page No.

1. RESEARCH OVERVIEW 3

2. INTRODUCTION 3

3. PROBLEM DEFINITION 3

4. RESEARCH OBJECTIVE 4

5. RESEARCH QUESTIONS 4

6. LITERATURE REVIEW 5-6

7. MEASUREMENT TOOL 7

8. QUESTIONNAIRE 8 - 17

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 CHAPTER 1: RESEARCH OVERVIEW

1.1 Introduction

The topic of this business research study is about consumers’ attitude towards online
advertising: The study on informational responses. Consumers’ attitudes are about an
individual’s personal perception, feelings, behavior and belief towards online advertising.
The purpose of this research paper is to study the factors that affect consumers’ attitude
towards online advertising and their influence on consumer’s informational responses. In this
section, the report includes research background, problem definition, research questions and
research objectives, follow by significance of the research.

1.2 Problem Definition

In traditional media, intrusiveness has been recognized as a leading cause of advertising

annoyance (Bauer & Greyser, 1968). Although Rust and Varki (1999) predicted that
advertisements in new media would be less intrusive, Li, Edwards and Lee (2002) report that
online consumers are goal-oriented and perceive online advertisements to be even more
intrusive than those in other media. Further, they found that online consumers develop
negative attitudes towards the advertisements which then lead them to develop intentions to
not return to the site. The purpose of this research is threefold. First, we examine the effects
of online advertising in general. Second, we investigate whether the particular type of ad
affects consumers’ retention levels of the website content, the ad content and consumers’
perceived intrusiveness of the ad. Finally, we look at whether the congruency of the ad
content (with the hosting site) affects these same variables.

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1.3 Research Objectives

1. The research objective is to study about the attitude of consumers towards the online
advertising. The overall researches consist of four independent variables which
include credibility, informative, hedonism/pleasure, and materialism.
2. The objective is to use these four yardsticks to identify and examine the relationship
between consumers’ attitude towards online advertising.
 To identify the relationship between the credibility of the online advertisement
and consumers’ attitude towards online advertising.
 To identify the relationship between the in-formativeness and consumers’
attitude towards online advertising.
 To identify the relationship between the hedonism/pleasure and consumers’
attitude towards online advertising.
 To identify the relationship between the materialism and consumers’ attitude
towards online advertising.
 To identify the impact of consumers’ attitude towards online advertising in
informational responses.

1.4 Research Questions

In this study, there are five research questions which have been developed as shown below:

1. What are the consumers’ attitudes?

2. Will the credibility of advertising content affect consumers’ attitude towards online
advertising?
3. Will in-formativeness of advertisement messages affect consumers’ attitude towards
online advertising?
4. Will hedonism/pleasure in advertisement message affect consumers’ attitude towards
online advertising?
5. Will materialism affect consumers’ attitude towards online advertising?
6. Will consumers’ attitude towards online advertising has an impact on informational
responses?

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 LITERATURE REVIEW

Introduction

This literature review will begin with an evaluation of other articles as well as studies in
relation to the research topic by briefly outlining the dependent and independent variables.
This will be followed by hypothesis development which will take place by providing strong
arguments for each independent variable. Finally, a research model for this topic will be
formed.

Understanding the Consumers’ attitude towards advertisements assume significance as it

reflects his/her attitude towards the advertised products also, to an extent. The attitude of
consumers is generally influenced by the type of advertising exposure and the intensity of
attention towards such advertisements. The need for investigating the attitude of consumers
towards TV / Radio / Internet advertisements is expressed in many national and international
journals. With this notion, the researcher reviewed the literature related to attitude and are
presented below.

An advertisement needs to be eye catching and attention seeking in order to serve its
purpose. Consumer’s preferences towards advertisement change with the passage of time. It
is of utmost importance for the manufactures and advertisement agencies to identify the
preference and expectation of consumers towards advertising so as to equip themselves with
the updated trends. It will help them in deciding the advertisement content and design of the
advertisement. Many researchers were conducted around the world on this aspect and the
researcher listed down review of such research works.

Pitch Sajjachold punt & Linden. J. Ball (2014), examined the effectiveness of banner
advertisements in online web pages. The study was conducted among 72 respondents at
Lancaster University in UK. ASL. Eye tracker was used to record eye movements of
participants during browsing. The study found that advertisements with faces attracted more
attention and faces with averted gaze look can have more impact on consumers.

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Josephine lalitha & Dr. N. Panchanatham (2013), examined the impact of TV
advertisements on consumer behavior in rural area. The study revealed that the 37 consumers
acknowledge the reliable information content in the advertisements and also accept that
advertisements help them to change their lifestyle.

Piyush. N. Marthak (2013), examined the effectiveness of winning TV advertisements in

India. It is found through the research that advertisements with creative features tend to be
more effective than the conventional advertisements.

Muhammed Sajid Rasool, Yasir Rafique, and Md.Akram Naseem et al (2012) assessed
the effects of advertisements on user behavior towards FMCG and also assessed the
perception and awareness of consumers in Lahore city. The study found that consumers are
more for media advertisements than compared to banners and posters.

Mohammad Naquibur Rahman (2012), investigated the impact of advertisements on

consumer behavior in Saudi Arabia. Consumers with the age group 18 – 24 were chosen for
the study. The results revealed that advertisements create a preference in consumer behaviors
and the reliability of the advertisements was a major factor. The study also found that
repetition of advertisements does not affect consumer choice and flash advertisements were
the preferred one.

Long – Yi Lin (2011), studied the impact of advertising appeals and advertising
spokesperson on advertising attitudes. The statistical tools‘t’ test, 39 MANOVA and
Regression were applied. It is found that rational appeals were dominating than emotional
appeals.

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Measurement Tool:

The measurement tool we are using in this project is Questionnaire.

A questionnaire is a research instrument consisting of a series of questions for the purpose of

gathering information from respondents. The questionnaire was invented by the Statistical
society of London.

Although questionnaires are often designed for statistical analysis of the responses, this is not
always the case.

Questionnaires have advantages over some other types of surveys in that they are cheap, do
not require as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. However, such standardized
answers may frustrate users. Questionnaires are also sharply limited by the fact that
respondents must be able to read the questions and respond to them. Thus, for some
demographic groups conducting a survey by questionnaire may not be concrete.

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Frequency of Gender

Frequency Percent
Male 83 41.5
Frequency 117 58.5
Total 200 100

Frequency of Gender

41.5% Male
Female
58.5%

According to table, the number of female respondents is more than the male respondents. The
number of female respondents is 117(58.50%), where male respondents are 83 (41.50%). The
total sample of the respondents in this research is 200 people.

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Frequency of Place

Frequency Percent
Haryana 24 12
Uttar Pradesh 25 12.5
Delhi 125 73.5
Others 4 2
Total 200 100

Frequency of Place

2% 12%
Haryana
12.5%
Uttar Pradesh
Delhi
Others
73.5%

Table Show that the Majority of the Respondents are Delhi. There are 125 (73.5%)
respondents from Delhi, 25 (12.5%) from Uttar Pradesh, 24 (12.0%) from Haryana and 4
(2.0%) from others

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Frequency of Age

Frequency Percent
10-19 18 9
20-29 141 70.5
30-39 18 9
40-49 11 5.5
50 and above 12 6
Total 200 100

Frequency
250

200

150
count

100 200
141
50

0 18 18 11 12
Oct-19 20-29 30-39 40-49 50 and above Total
age

Based on Table, majority of the respondents are the age group between 20 and 29 years old
which represent 141 (70.5%) individuals of the whole sample size. The following groups fall
under the age group of below 19 (9.0%) and 30-39 (9.0%) years old with 18 people. There
are 12 (6.0%) respondents are under age group of 50 years old and above. Lastly, only 11
(5.5%) respondents are falls under age group between 40 and 49 years old.

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Frequency of Education

Frequency Percent
Secondary School 35 17.5
Diploma 22 11
Graduate 20 10
Post – Graduation 108 54
Under Graduate 8 4
other 7 3.5
Total 200 100

frequency of education

4%3.5%17.5% secondary school

11% diploma
graduate
10% post graduate
under graduate
54%
other

Based on Table, the highest education level of majority respondents is Bachelor Degree
which is 108 (54.0%) respondents. The following is Secondary school holders which is 35
(17.5%) respondents. There are 22 (11.0%) respondents holding Pre-University or Certificate
level. The Diploma and Master Degree holders are 20 (10.0%) and 8 (4.0%) respondents
respectively. Only 7 (3.5%) respondents are Advance Diploma level.

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Frequency of Occupation

Frequency Percent
Student 144 72
Self-Employed 12 6
Professional 15 7.5
House Wife 9 4.5
Others 20 10
Total 200 100

Chart Title

10%
5%
Student
7%
6% Self-Employed
Professional
72%
House Wife
Others

Based on Table, 72.0% (144 people) of the respondents among the whole sample size are
students. There are 15 (7.5%) respondents are professional, 12 (6.0%) respondents are self-
employed, and 9 (4.5%) respondents are house wife. Lastly, 20 (10.0%) respondents are
holding others occupation.

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Frequency of hours per week spend online

Hours Frequency Percent

5-10 hours 47 23.5
11-20 hours 42 21
21-30 hours 43 21.5
31-40 hours 18 9
41-50 hours 18 9
51 hours and above 32 16
Total 200 100

FREQUENCY
200
180
160
140
120
COUNT

100
80
60
40
20
0
5-10 11-20 21-30 31-40 41-50 51 hours Total
hours hours hours hours hours and
above
HOW MANY HOURS PER WEEK YOU SPEND ONLINE

Table show among all the 200 respondents, 47 (23.5%) people average spend between 5 to 10
hours per week online. The second highest is between 21 to 30 hours with 43 (21.5%) people.
There are 42 (21.0%) people average spend between 11 to 20 hours per week online,
followed by 32 (16.0%) people average spend 51 hours and above online. 18 respondents
spend average 31 to 40 hours and 18 respondents spend average 41 to 50 hours per week
online

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How frequent click on internet advertisement

Frequency Percent
At least once 70 35
Occasionally Click 117 58.5
Frequency Click 13 6.5
Total 200 100

how frequent click on internet advertisement

6.50%

35% at least once

occasionally click
frequency click
58.50%

According to Table, 117 (58.5%) of respondents are occasionally clicked on the internet
advertisement. There are 70 (35.0%) of respondents clicked on internet advertisement at least
once. The remaining 13 (6.5%) respondents are frequently clicked on the advertisement.

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