Effects of Advertisement on Consumer Behavior of University Students
Proceedings 2nd CBRC, Lahore, Pakistan November 14, 2009
EFFECTS OF ADVERTISEMENT ON CONSUMER BEHAVIOR OF UNIVERSITY STUDENTS
Aneeza Bashir University of Sargodha Najma Iqbal Malik University of Sargodha najmamalik@gmail.com
ABSTRACT The present study was conducted to find out the effects of advertisement on consumer behavior of university students (N = 150). A self-explanatory questionnaire was used to measure the effects of advertisement. The sample was comprised of university students (University of Sargodha). Their age (18 – 24) was constant. Six brands were decided to be used as FMCG’s unit and inquiries were made with relevance to their advertisements. For results formulation chi-square, frequency and binomial test analysis were used and presented in tabular, bar graph, and pie chart form. The results revealed that advertisement persuades the consumer to at least buy the product once in a lifetime. Personality used in commercial influenced the consumers more as compare to keyword / caption. Results also revealed that consumers considered advertisement as a reliable source of knowledge as compare to others (friend, neighbors, reference group) opinions. Advertisement can effect any income group, but expensive product and repetition of advertisement did not effect the purchasing attitude. The most preferred brand was Lux and second preferred brand was Safeguard. Consumers were influenced by the appeal and personality used in the specific brand advertisements. -----------------Advertising is almost everywhere in our daily life. Its forms and roles are both contested and admired. Some see advertising both as the mirror and the maker of culture. Even when advertisements contribute new sounds and the symbols that shape feature, its words and images reflect the present and the past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates “magic in the market place”
EFFECTS OF ADVERTISEMENT ON CONSUMER BEHAVIOR OF UNIVERSITY STUDENTS
Aneeza Bashir University of Sargodha Najma Iqbal Malik University of Sargodha najmamalik@gmail.com
ABSTRACT The present study was conducted to find out the effects of advertisement on consumer behavior of university students (N = 150). A self-explanatory questionnaire was used to measure the effects of advertisement. The sample was comprised of university students (University of Sargodha). Their age (18 – 24) was constant. Six brands were decided to be used as FMCG’s unit and inquiries were made with relevance to their advertisements. For results formulation chi-square, frequency and binomial test analysis were used and presented in tabular, bar graph, and pie chart form. The results revealed that advertisement persuades the consumer to at least buy the product once in a lifetime. Personality used in commercial influenced the consumers more as compare to keyword / caption. Results also revealed that consumers considered advertisement as a reliable source of knowledge as compare to others (friend, neighbors, reference group) opinions. Advertisement can effect any income group, but expensive product and repetition of advertisement did not effect the purchasing attitude. The most preferred brand was Lux and second preferred brand was Safeguard. Consumers were influenced by the appeal and personality used in the specific brand advertisements. -----------------Advertising is almost everywhere in our daily life. Its forms and roles are both contested and admired. Some see advertising both as the mirror and the maker of culture. Even when advertisements contribute new sounds and the symbols that shape feature, its words and images reflect the present and the past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates “magic in the market place”