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  • hi, wonderful work, can you plz email the same to me at preetiagg@gmail.com
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    Thank you for your comment. This is for your kind information, I have uploaded these documents for only reference purpose not for any download or any copy paste purpose. This is the only one reason I have allow you to read full project for free of cost and am not charging you anything here.
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    Business research report on effects of advertisement on the buying behavior of females Business research report on effects of advertisement on the buying behavior of females Document Transcript

    • Projectsformba.blogspot.comProjectsformba.blogspot.com 1
    • Projectsformba.blogspot.com INTRODUCTION OF THE REPORTSTATEMENT OF PROJECT:The statement of our topic is“EFFECTS OF ADVERTISEMENT ON THE BUYING BEHAVIOUR OFFEMALES”So at the very beginning, we’ll define that what is the advertisement, its history, itsMedias and what are the reasons to advertise.WHAT IS ADVERTISEMENT?“PAID, MEDIATED PRESENTATION OF INFORMATION ABOUT SERVICES,PRODUCTS, OR IDEAS WITH THE SPECIFIC GOAL OF INFLUENCINGCONSUMERS OR THE PUBLIC”.THE ADVERTISER PURCHASES TIME (RADIO, TELEVISION, CABLE) ORSPACE (PRINT PUBLICATIONS—NEWSPAPERS, MAGAZINES, SHOPPER)—ORON BILLBOARDS OR OTHER DISPLAY OPPERTUNITIES SUCH AS BUSCARDS. “ADVERTISING IS EVERYWHERE…” • In our homes • In the supermarkets • On the streets • On airplanes • On trains • Even in schools, colleges and universities. “WHY ADVERTISEMENT IS THE GOAL OF INFLUENSING…” ADVERTISEMENT IS A PERSUASIVE MESSAGE • HERE’S why my product (or service or idea) is better than your alternatives… • If you buy my product (or service or idea) your life will be improved in this way…Projectsformba.blogspot.com 2
    • Projectsformba.blogspot.comProjectsformba.blogspot.com 3
    • Projectsformba.blogspot.com HISTORY OF ADVERTISEMENT HERE IS A BRIEF HISTORY OF ADVERTISEMENT IN THE WORLD… Johannes Gutenberg 1441 Inventiuon of Movable Type Volney Palmer 1841 First Advertising Agency Robert Bonner 1850 First Great Advertising Campaign "Doctor" Drake 1860- Patent Medicine Lydia Pinkham 1890 Patent Medicine George Rowell 1869 American Newspaper Directory Francis W. Ayer 1875 Open Contract John Powers 1880 First Copywriting "Superstar" Adolphus Green 1890 Branding J. Walter Thompson 1885 The Account Executive Cyrus Curtis Growth of Magazine AdvertisingEarnest Elmo Caulkins 1895 Art Direction John E. Kennedy 1904 Reason-Why Copy Albert Lasker 1904 The Modern Advertising Agency Claude C. Hopkins 1906 "Scientific" Advertising Theodore McManus 1915 Impressionism Social Sciences in AdvertisingStanley & Helen Resor 1920 Women in Advertising Advertising Research Raymond Rubicam 1923 Creative Experimentation 1926 Commercial Radio Leo Burnett 1930- Inherent Drama 1947 Commercial Television Rosser Reeves 1950 Unique Selling Proposition David Ogilvy 1950 Brand Image Marion Harper 1950-60 Agency Mergers & Integrated Services William Bernbach 1960 Creative Revolution Jay Chiat 1990- Advertising in the 90sCreativity & Brand Building Hal Riney FIRST ADVERTISING AGENCY IN PAKISTANProjectsformba.blogspot.com 4
    • Projectsformba.blogspot.com “Manhattan Pakistan”Head : Col. Aizaz ul WaheedAffiliation : NoneBrief Intro : We were one of the first Pakistani-owned ad agencies to enter Pakistan’s advertising arena and have remained one of the front- runners ever since. Today MPL ranks as one of the top agencies in terms of business volume and client portfolio. Serving the promotional needs of numerous clients both Above The Line (ATL) and through Below The Line (BTL) for the last four decades, Manhattan Pakistan has now entered in its fifth decade with the fervor to build brands through consumer insights by converting buyers into brand believers.History : We first saw the light of day in 1954, establishing our roots in Karachi, Pakistan. We operate with a strong family feeling, with 100 professionals steering the agency on a straight course towards success! We maintain the delicate balance between conceptualization, to product positioning and an effective performance in the marketplace. We have helped influence consumer preferences and changing lifestyles. We are Manhattan Pakistan!Founded : 1954Top : InstaphoneClients Askari Bank PTV Burraq Telecom PTCL NOTE: DETAILS OF TOP ADVERTISING AGENCIES IN PAKISTAN ARE ATTACHED AT THE END OF REPORT IN ANNEXURES. Projectsformba.blogspot.com 5
    • Projectsformba.blogspot.com MAJOR ADVERTISING MEDIASIN 1970’S FOLLOWING MASS MEDIAS BOCAME MATURE IN THE WHOLEWORLD…Projectsformba.blogspot.com 6
    • Projectsformba.blogspot.com • NEWS PAPERS (DOMINATE) • TELEVISION • DIRECT MAIL • RADIO • MAGAZINES • OTHERS (BILL BOARDS, TRADE PRESS ETC…) IN 1980’s, CABLE ADVERTISING GREW AND IN 1990’s, INTERNET ADVERTISING GREW. SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPETelevision Yellow PagesNewspaper Magazine Major Kinds of MediaDirect Mail Outdoor Radio Internet MAJOR ADVERTISING MEDIAS IN PAKISTAN IN THE BOUNDARIES OF PAKISTAN, FOLLOWING MEDIAS ARE WORKING: Projectsformba.blogspot.com 7
    • Projectsformba.blogspot.com o TV o Radio o Media Buying Houses o Media Representatives o Media Monitoring Agencies o Media Marketing Firms o New Media Companies o Internet Service Providers o Major English Dailies o Major Urdu Dailies o English Eveningers o Urdu Eveningers o English Magazines o Urdu MagazinesProjectsformba.blogspot.com 8
    • Projectsformba.blogspot.com TYPES OF ADVERTISEMENT:Product Advertising: In which manufacturers wants to focus on productsProjectsformba.blogspot.com 9
    • Projectsformba.blogspot.com For example: Head & shoulders shampoo.Institutional Advertising When focus on brand name of the company For example: McDonald, KFC.Informative Advertising The purpose of the companies to give some sort of information For example Telenor informed earlier to its launching of networkPersuasive Advertising When any company launches a new product For example When warid telecom introduces any new packageReminder Advertising Telling the consumer that there is also additional attributes in our product For example When Pepsi introduces additional taste in bottles as Pepsi twistComparative Advertising When we compare any two products For example Supreme vs. LiptonProjectsformba.blogspot.com 10
    • Projectsformba.blogspot.comCelebrity Testimonial When companies cast a celebrity in its advertisement For example Ali zafar, reema, meera and amna huq in LUX ADD now daysRetail Advertising When shop keepers advertise their shops or malls For example PaceInteractive Advertising Contact through the telephonic conversation to sell the product. For example It happens basically in business to business advertisement like when pharmaceutical companies advertise their new medicines to the doctors.Advertising a Service Instead Of A Product Advertising services is one of the most difficult type of advertising. You dont have a tangible product you can put in someones hand. They cant touch it, feel it, see it or smell it. For example Advertisement for new admission opens in university.Projectsformba.blogspot.com 11
    • Projectsformba.blogspot.com REASONS TO ADVERTISEAdvertising is such an important thing for a business to do, advertising is not justimportant for businesses but for things that offer services. Advertising tells people aboutyour product or products so they can be sold. Big companies such as McDonalds andColgate Palmolive dont need to advertise because their products are already knownthroughout the world, but when these two first came out they would have had to havespent millions of pounds on advertising to get them to the stage where they are now.The following may be the maximum reasons to advertise…Projectsformba.blogspot.com 12
    • Projectsformba.blogspot.com • Produce leads • Educate prospects about the benefits you offer • Expand into new markets • Influence the people who influence others (the trendsetters) • Make your name known to people who have never heard of you • Pre-sell your offering (prior to the sales persons call) • Expand upon a public relations story • Tell the story of your company • Add authority to your message (by putting it into print, people equate advertising with success) • Build your corporate identity • Build confidence in your product/services • Dispel an ugly rumor • Keep your name in the forefront of your customers minds • Head off competitors • Go after competitors business • Prove your quality with success stories • Make your stockholders happy • Assert your leadership • Maintain a constant public presence • Help your direct mail pay off • Announce the existence of your product • Gain credibility • Become a brand name • Establish a niche • Highlight testimonials from satisfied customers • Test something • Create a desire to buy • Make sales • Obtain names for your prospect or customer mailing list • Inform many people at the same time • Motivate people to call or e-mail or send coupon • Engage in research by studying the profiles of respondents • Prove your superiority • ... to earn a profitProjectsformba.blogspot.com 13
    • Projectsformba.blogspot.com PROS AND CONS OF ADVERTISEMENTSAdvertising - Good or Bad?"Advertising - Good or Bad" In todays society, one must consider – Is there any advantage ofadvertising? In many cases it is only disadvantageProjectsformba.blogspot.com 14
    • Projectsformba.blogspot.com- An annoying hindrance in our daily lives. It gets on our nerves, distorts thetruth, and adds to the cost of the product. Advertising is designed for onepurpose - to sell. To achieve this goal, advertises are willing to stretch anddistort the truth, just to convincing people to buy their product. Forexample, an advertiser may convince buyers to purchase their product bystating that has been tested and found superior. In reality, the product is notlikely to be better than any other - the tests themselves doubtlesslyconducted by the promoting company - conducted to ensure at leastsomething is superior about the product, even if it is only the color. Theseadvertisements are worded carefully so that they are telling the "literal truth"- the truth is exactly what the words say, although people misinterprets themessage by using conversational logic as something different - somethingbetter. By using ingenious tactics like these, the populace is deceived intobuying a product that may not do what is required, or a product which abuyer may have never really needed. This is why advertising is a bad thing,for our society.FOLLOWING ARE THE BASIC ADVANTAGES ANDDISADVANTAGES OF ADVERTISMENT. Advantages DisadvantagesProjectsformba.blogspot.com 15
    • Projectsformba.blogspot.com  Attracts a large audience  Standardized messages  Gains pass along lack readership flexibility (for print)  Some media require large  Low cost per contact investments  Many alternatives  Geographic flexibility available limited  Control over message  Some media require long content; lead message can be standardized time  Message study possible  Some media have high  Editorial content throwaway rate surrounds ad  Some media limit the  Self-service operations ability to possible provide detailed informationPURPOSE OF RESEARCH:Projectsformba.blogspot.com 16
    • Projectsformba.blogspot.comEFFECT OF ADVERTISEMENT ON THE BUYING BEHAVIOR OF FEMALES:As our basic research process is concerned with the effects of advertisementson the buying behavior of females so on this regards we’ll conduct a fullresearch process to evaluate that how much the advertisement affects thebuying behavior of females.As it is a very known saying that “Customer is the king of the market”Now here we believe that females are the queens of the market.As large areas of markets are occupied by the females so their buyingbehavior means a lot for the manufacturers. They must be very careful intheir marketing strategies and should consider the females attitude towardsconsumption of their product.Now here our basic purpose of research is to come to the result that what arethe basic things regarding to products that largely affect the buying behaviorof females and how much advertising influence their buying. When we’ll getour findings then we’ll give very fruitful suggestions to the marketingdepartments of the organizations that how they can increase their saleamongst the females.Projectsformba.blogspot.com 17
    • Projectsformba.blogspot.comRESEARCH PROCESSNow coming towards the basic topic, we’ll start from here the major portion of our reportwhich is the research process through which we’ll conclude what we find and what arethe recommendations for the marketing departments of the organizations.Projectsformba.blogspot.com 18
    • Projectsformba.blogspot.comTYPE OF RESEARCH:As our research is for all the organizations so we can say that our research type is BASICor PURE RESEARCH, which is on a general topic.Projectsformba.blogspot.com 19
    • Projectsformba.blogspot.com OBSERVATION:“Observation means to see or feel what certain changes are occurring or new behaviors, attitudes and feelings are surfacing”. It is the stage when problem is not defined yet.There are four types of observation such as:Projectsformba.blogspot.com 20
    • Projectsformba.blogspot.com 1) Currently existing problem 2) Situation requiring improvements 3) Theoretical or conceptual problem 4) Problem requiring empirical answersHere in our project, the problem can beSITUATION REQUIRING IMPROVEMENT…Because we are going to conduct the whole research process on the buying behavior offemales, so situation is satisfactory as females buy more and more with the passage oftime. We just want to reach at those results which tell us that which things influence thefemales buying. Is it advertisement, quality, appearance or any other thing…?So our basic research is on a situation in which we observe the buying behavior offemales having different taste, different preferences, and living in different cities ofPakistan and are of different ages.Projectsformba.blogspot.com 21
    • Projectsformba.blogspot.com PRELIMINARY DATA COLLECTION: “It means to seek information in order to know more about what we observed”Here we are working on a broader term that which factors influence the females buyingbehavior so we have to collect data from different tools to confirm our observation thatwhich things actually influence the female buying and how much advertisement play rolein their buying behavior.Projectsformba.blogspot.com 22
    • Projectsformba.blogspot.comPrimary Data can be collected by the following two ways;1- Interviews2- Literature Survey 1. INTERVIEWS: Interviews are conducted for the following reasons… • To bring preliminary issues to the surface so that researcher can determine about variables of interest. • To understand the scenario of situation. • To explore the variables in the situation.INTERVIWS MAY BE OF TWO TYPES:  Structured interviews  Unstructured interviews STRUCTURED INTERVIEWS:“In structured interviews the interviewer asks those questions which are pre planned. All the questions are well prepared and the interviewer can easily ask the questions in a series from an appropriate Respondent. It is also called formal interview”. UNSTRUCTURED INTERVIEW: “In unstructured interviews normally the interviewer asks the questions without any predetermined sequence. The question which comes first in the mind of the interviewer will be asked first. It is also called informal interview.”For the purpose of collecting the preliminary data about our observation, we conductedsome unstructured interviews from following 2 SECTORS… A. EDUCATIONAL SECTOR B. ADVERTISING AGENCY EDUCATIONAL SECTOR: FROM EDUCATIONAL SECTOR WE SELECTED THE FEMALE MEMBERS OF FOLLOWING INSTITUTIONS…Projectsformba.blogspot.com 23
    • Projectsformba.blogspot.com 1. THE WELL KNOWNED FEMALE TEACHERS OF UNIVERSITY OF THE LAHORE 2. THE TEACHERS OF AN INSTITUTION, PAK AIMS IN LAHORE 3. THE FEMALE TEACHERS OF D & E ACADEMY GUJRANWALA. 4. FROM THE FEMALE STUDENTS OF UNIVERSITY OF THE LAHORE, PAK AIMS AND D & E ACADEMY.According to the structured and unstructured interviews which we have conducted to theabove females, we collected the following information about our situation problem… • Females mostly prefer the quality of the product • Advertisement effects their buying but the routine products which they use to buy from many years, from them they don’t see that for which product advertisement is good. they just buy that product as routine E.g. Max bar, head & shoulders shampoo… • Females are more attractive towards products like cosmetics, clothing, shoes… Especially working women • Advertisement is also the biggest cause to influence the buying behavior of females but advertisements should be approved by the marketing departments of companies. ADVERTISING AGENCYProjectsformba.blogspot.com 24
    • Projectsformba.blogspot.com2. LITERATURE SURVEYS:It is also a part of Primary Data Collection. The purpose of literature review is to ensurethat no variable is ignored that has been consider important in the past.Literature Survey can be defined in the following manner;Projectsformba.blogspot.com 25
    • Projectsformba.blogspot.com “Documentation of comprehensive review of published and unpublished work from secondary sources of data in area of interest”As far as our topic is concerned, we selected the following literatures from internet forthe purpose of preliminary data collection… 1) AAEC 3100 Food and Fiber Marketing Dr. Steven C. Turner Chapter 6 Analyzing Consumer Markets & Buying BehaviorIn which we found the following data thatMajor Factors which Influence the Consumer Behavior can be…  Cultural  Social  Personal  Psychological 2) From the study of an article published in the site… www.csustan.edu/market/petrosky/Old3410/34Lect5CB/tsld0...In this article we found the following things according to consumer buying behavior…Characteristics Affecting Consumer Behavior Buyer Psychological Personal Social CultureProjectsformba.blogspot.com 26
    • Projectsformba.blogspot.comFactors Affecting Consumer Behavior: Culture • Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • SOURCE of Income • Education • WealthMost basic cause of a persons wants and behavior • Values • Perceptions • Subculture • Groups of people with shared value systems based on common life experiences. • Mature ConsumersFactors Affecting Consumer Behavior: Social • Reference Group influence: • Membership Groups: • Primary and Secondary • Non-membership groups: • Aspiration and Dissociative • More important with publicly consumed products • Family influences: • Stage of the family lifecycle • Buying Roles in the family Factors Affecting Consumer Behavior: Psychological • Psychological • Factors • Motivation • Perception • LearningProjectsformba.blogspot.com 27
    • Projectsformba.blogspot.com • Beliefs and • AttitudesSo according to these literature surveys and from the interviews, we confirm ourobservation that there are some specific things which highly influence theconsumer’s buying behavior, especially of female customers.Projectsformba.blogspot.com 28
    • Projectsformba.blogspot.com PROBLEM DEFINITIONAfter the preliminary data collection, we can now develop a statement to explain thebasic problem.Any gap between desired situation and actual situation is called Problem and briefstatement that explains any thing is called Definition. So, Problem Definition means:“A statement that explains what the real problem is, what types of factors are involved in this problem and finally what are consequences of a problem.”Projectsformba.blogspot.com 29
    • Projectsformba.blogspot.comAfter going through interviews and literature review we check the following essentialelements of Problem Definition: 1) Antecedents(Contributing Factors) 2) Real Problem(What is Wrong) 3) Consequences(Results)The problem definition of our project can be explained with the help of followingdiagram: (Real situation) (Consequences) EFFECTS ON BUYING BEHAVIOUR OF PRICE AND QUALITY ORIENTED FEMALES ECONOMY 1- PRICE 2- QUALITY 3- ADVERTISEMENT (Antecedents) 4- IMPORTED PRODUCTS 5- PURCHASING POWER 6- STATUSANTECEDENTS: Antecedents are the contributing factors which are responsible for the real problem. In our project antecedents are1- PRICE2- QUALITY3- ADVERTISEMENT4- IMPORTED PRODUCTS5- PURCHASING POWER6- STATUSProjectsformba.blogspot.com 30
    • Projectsformba.blogspot.comThese are the antecedents because these are the basic reasons behind the buying behaviorof females. These above antecedents effects directly or indirectly to the buying behaviorof females.REAL PROBLEM: “As we know that well defined problem is half solved and symptoms are not the real problems.”Real problem is that situation which results from the antecedents or contributing factors.So in our project real situation which is created from the contributing factors is:“How the buying behavior of females is influencing? Which factors influence it and is theadvertisement a basic factor”?CONSEQUENCES: “Consequences are the results of real problem”In our project consequence is “The economy will be price and quality oriented”this consequence is the result of the preliminary data collection as when we conductinterviews, mostly females think that they prefer the quality from all other factors.Projectsformba.blogspot.com 31
    • Projectsformba.blogspot.com THEORETICAL FRAMEWORK “It is a logical developed, described & elaborated network of associations among variables that have been identified through interviews, observation & literature survey”Variables: Projectsformba.blogspot.com 32
    • Projectsformba.blogspot.com The identification of key variables is very important in every research study.It can be defined as: “A variable is anything that takes different values.” Types of Variables:  Dependent variable  Independent variable  Moderating variable  Intervening variable  Extraneous variable1. Dependent variable “Any variable that will depend on others for its values”In our project, our dependent variable is“BUYING BEHAVIOR OF FEMALES”Now we’ll explain the effect of other factors on this dependent variable in detail in ourwhole project.2. Independent Variables: It is the variable on which the dependant variable depends upon for its value “The major causes of a problem are called independent variables.” In our project, our independent variables are:  Price  Quality  Advertisement  Purchasing power  Substitutes  Imported products Now in the research process we’ll see that which are the basic most important factors which mostly influence the buying behavior of females. 3. Moderating Variable “The variable which has strong contingent effect on the relationship of dependent & independent variable” It is also called second independent variable. Projectsformba.blogspot.com 33
    • Projectsformba.blogspot.comIn our project, our moderating variables are:  Role of marketing departments of the companies Above is the moderating variable because it has a strong contingent effect on therelationship of dependent variables and independent variables. As if marketingdepartments make the good strategies to attract the customers then they can increase theirsale volume.4. Intervening Variables“There are some factors which have effect on the situation but we can not measure them quantitatively, we can just feel their effect.”These variables will be created automatically by the working of independent variables.In our project intervening variables are as follows:  Status consciousness  Willingness to buyThe effect of these variables can only be felt but we can not measure them quantitatively.These variables contribute an important role on the creation of the problem.5. Extraneous Variables: “There are infinite numbers of factors which may have impact on the situation but we will ignore these factors by assuming them as constant are called extraneous variables.” In our project extraneous variable is as follows  Sales taxAs sales tax has little effect on the buying behavior so it can be easily ignoredHere we show the relationship of different types of variables diagrammaticallyProjectsformba.blogspot.com 34
    • Projectsformba.blogspot.com (Dependant Variable) (Intervening Variables) (Independent Variables) Imported products Substitutes Purchasing power Advertisement Quality Price -Status consciousneBuying behavior of ss females -willingness (Moderating Variables) (Extraneous Variables) Role of the Sales tax marketing departmen ts of companies. . Projectsformba.blogspot.com 35
    • Projectsformba.blogspot.comProjectsformba.blogspot.com 36
    • Projectsformba.blogspot.com HYPOTHESIS DEVELOPMENT “A hypothesis is a logically conjectured relationship between two or more variables expressed in the form of a testable statement.” OR “A statement whose validity will be confirm in future by applying different statistical tools”So, in hypothesis we confirmed the validity of any statement after the experiments or datacollection.KINDS OF HYPOTHESIS:  DESCRIPTIVE  RELATIONAL This can be further classified as… o Co relational hypothesis o Casual hypothesis.Co relational Hypothesis:“When a statement will create relationship among more than two factors or when causes of a problem are more than one, the hypothesis about such a problem will be called as co relational hypothesis.” OR “When there is only one problem and there are a lot of factors or variables which Increase the problem is also called Co relational Hypothesis”.In our study there is the situation of buying behavior of females and there are manyindependent variables which influence the buying behavior of females. Now we will checkthe relationship amongst those variables by creating the Hypothesis and applying certainStatistical tools which will tell us that which factor is strongly in connection with thebuying behavior of females.Projectsformba.blogspot.com 37
    • Projectsformba.blogspot.comSo the following is the creation of Hypothesis of different factors that affect the buyingbehavior of females…Female preferences:Hο: females do not prefer quality of the product while buyingH1: females prefer quality of the products while buying.Influence of advertisements:Hο: Advertisement has no influence on the buying behavior of femalesH1: advertisement has influence on the buying behavior of females.Status consciousnessHο: females do not prefer status/self image while buying.H1: females prefer status/ self image while buying.Negative effects of advertisements:Hο: there is not any negative effect of advertisement on the buying behavior of femalesH1: there is any negative effect on the buying behavior of females.Advertisements of substitutes:Hο: advertisements of the substitutes do not affect the popularity of the product.H1: advertisements of the substitutes affect the popularity of the product.Imported goods:Hο: imported good are not more attractive for femalesH1: imported goods are more attractive for females.Satisfaction level:Hο: good advertisements are not the basic cause of satisfaction of females towards consumption of goods.H1: good advertisements are the basic cause of satisfaction of females towards consumption of goods.Advertised products:Hο: females do not prefer the advertised products on necessities of lifeH1: females prefer the advertised products on the necessities of life.Product success or failure:Hο: advertisements can not become the cause of any product success or failure.H1: advertisements can become the cause of product failure or success.Demand of the product:Hο: advertisements cannot create the demand of any product.H1: advertisements can create the demand of any product.Projectsformba.blogspot.com 38
    • Projectsformba.blogspot.comProjectsformba.blogspot.com 39
    • Projectsformba.blogspot.com RESEARCH DESIGN:It is a major and pivotal step of business research. The step involves the overall schemeabout data collection.“Research design is a plan and structure of investigation to obtain answer to researchquestion. It is overall scheme and program of research which includes an outline of whatthe researcher will do from developing hypothesis and to the final analysis of data”. Research design constitutes the blue print for collection, measurement and analysis ofdata. R.D is plan and structure of investigation to obtain answer to research questions.PURPOSEOF TYPE OFSTUDY INVESTI RESEAR GATION CHER INTERFE RENCE STUDY SETTING UNIT OF ANALYSI S TIME HORIZO N SAMPLIN G DATA COLLEC MEASURE TION MENT OF METHOD MEASURE S S Projectsformba.blogspot.com 40
    • Projectsformba.blogspot.com PURPOSE OF STUDY: In the purpose of study, researcher defines the purpose behind the research. These may be 4 types of purposes: 1. exploration 2. description 3. hypothesis 4. case study Here in our research process, our purpose of study is to evaluate that WHAT affects the female’s buying behavior, WHICH are the factors, which influence the buying behavior of females, HOW advertisements affect the buying behavior of females. So we can say that as we are explaining an existing situation so our purpose of study is Description.” Objective of descriptive study is to learn the who, how, what, when, where of a topic. TYPES OF INVESTIGATIONS: Investigation is conducted to complete the research process efficiently. Investigations may be of two types: 1. casual investigation 2. co relational investigation CO RELATIONAL INVESTIGATION: The investigation which is conducted to explain the effect of different variables on the situation is called co relational investigation.In simple words, we can say that when there are more than one reasons of a problem it iscalled co relational investigation.In our research process,Our type of investigation is “Non Casual” because there is more than one reason whichinfluences the buying behavior of females. Projectsformba.blogspot.com 41
    • Projectsformba.blogspot.comRESEARCHER INTERFERENCE:In researcher interference we see that which type of study is going to be conduct by ourgroup. Either it is 1. co relational study, in which minimum involvement of researcher is required because it is based on findings of others, or 2. Casual study, in which researcher involvement is more. As we are conducting research through the findings of others so our involvement is minimum in the findings of research. STUDY SETTING: It means in which type of environment we’ve conducted our research process. The study setting may be of 2 types: a. Contrived This can be further classified as o Lab experiment. b. non-contrived This can also be further classified as o Field study. o Field experiment. Non-contrived: “When the research is conducted in natural or normal environment, it will be called non contrived study.” Normally, this type of study is conducted inside the organization. Field Study: “When the researcher has to co related the factors then investigation out side the organization is called as Field Study.” So, the type of our study setting is non-contrived and during our research we also conducted Field Study. Projectsformba.blogspot.com 42
    • Projectsformba.blogspot.com UNIT OF ANALYSIS:It is aggregation of data during subsequent analysis. Data can be gathered form:  Individuals  Dyads  Groups  OrganizationsIt depends upon the nature of problem that is being investigated. In our research process, we’ve gathered the data from INDIVIDUALS in the form of questionnaires and from ORGANIZATIONS in the form of interviews. TIME HORIZON: In which we mention that how much time we’ve used in data collection. Time horizon has two types 1. cross-sectional 2. longitudinal Longitudinal study: “As In Longitudinal method the whole data is collected again and again with out any time interval.” So in our research time horizon is Longitudinal. SAMPLING: The process of using a small number of items or parts of a large population to make conclusions about the whole population The basic purpose of sampling is; To obtain maximum information about the characteristics of population with in less time, cost and effort There are two types or styles of Sampling. That is  Probability Sampling  Non Probability Sampling Projectsformba.blogspot.com 43
    • Projectsformba.blogspot.comWHERE PROBABILITY SAMPLING CONTAINS: 1. Complex random sampling This further can be classify as o Systematic Sampling o Stratified Sampling o Cluster Sampling o Area Sampling o Double Sampling 2. simple random samplingAND NON PROBABILITY SAMPLING CAN BE CLASSIFIED AS: 1. Convenient sampling 2. purposive sampling o judgment approach o quota approachhere in our research process, we’ve done the complex random sampling under the head of probabilitysampling in which we’ve used the CLUSTER SAMPLING APPROACH in which sample is chosen onthe basis of intra- group heterogeneity and inter-group homogeneity.As we are comparing here the females with females so our sampling criteria is inter-group homogeneity.Projectsformba.blogspot.com 44
    • Projectsformba.blogspot.comDATA COLLECTION METHODS:There are two types of data collection methods. 1. primary data collection • structured interviews • unstructured interviews 2. secondary data collection • questionnairesStructured Interview: “Structured Interviews are conducted when it is known at the outsetwhat information is needed. The interviewer has a list of pre-determined questions to beasked of the respondents either personally, through the telephone, or by sending the mainthrough electronic mail.”Un-Structured Interview: “In case of unstructured interview, the interviewer asks thequestions without any pre-determined sequence. Those questions are asked first whichcome in the mind of the interviewer first.”So we conducted Structured Interviews with the employees of different selectedorganizations. And our method of collecting Primary Data is through StructuredInterviews and Un-structured Interviews which we have already discussed in preliminarydata collection methods.Unobtrusive measures: “It means to trace the measures from a primary source that doesnot involve people.”In the primary data collection, we also use this technique by just observing the buyingbehavior of females of our homes and near our homes.Projectsformba.blogspot.com 45
    • Projectsformba.blogspot.comQuestionnaire: “A questionnaire is a reformulated written set of questions to whichrespondents record their answers, usually within rather closely defined alternatives.”Questionnaires are an efficient data collection mechanism when the researcher knows exactlywhat is required and how to measure the variables of interest.Questionnaire can be administered personally, mailed to respondents, or electronicallydistributed.During our research process we made close ended questionnaires, and these arepersonally administered.MEASUREMENT OF MEASURES: “Measurement of measures is a key step in research design; it means to measure theinformation collected from different respondents by different ways by using differentmethods of data collection, to check the accuracies and reliability of data or informationcollected. It is also called the MOM of research.”Scale: “Scale is a tool by which the individual units are distinguished on the basis ofvariable of interest in some meaningful way.”We can say that scales will categories the things into different groups.Types of Scales a) Nominal Scale b) Ordinal Scale c) Interval Scale d) Ratio ScaleAPPROACHES OF SCALING: a) Dictorious scaling. b) Category scaling. c) Likert scaling.Projectsformba.blogspot.com 46
    • Projectsformba.blogspot.com d) Semantic scaling. e) Numerical scaling. f) Ranking scaling. g) Fixed scaling. h) Psychological scaling i) Graphic scalingIn our designing of questionnaire, we have used the following approaches in questions,Dictorious scalingCategory scalingSemantic scalingRanking scalingGraphical scaling (in every question)DATA PREPERATION FOR ANALYSIS:Before analyzing the data, we’ve edit our data due to the reason that there should be notany mistake in data which can cause the error in the data analysis.Types of Editing  Field editing  Central EditingFIELD EDITING:According to this approach, researcher makes the corrections at the time of gettinginformation from the respondents.So in our research process, we used this approach at each and every step due to which ourdata is correct and having no mistake or blanks in it.Now we can analyze it through different techniques.Projectsformba.blogspot.com 47
    • Projectsformba.blogspot.comProjectsformba.blogspot.com 48
    • Projectsformba.blogspot.com DATA ANALYSISFor the purpose of analyze the validity and reliability of data, certain statistical toolsAveragesCorrelationPercentage etc are applied. Here for the confirmation of our research we will use thepercentage technique in which mea of the data is also calculated.NOW WE’LL ANALYZE ALL THE FACTORS INVOLVED IN ALL QUESTIONSOF OUR QUESTIONNAIR TO COME AT THE CONCLUSION THAT WHAT ARETHE BASIC FACTORS WHICH INFLUENCE THE FEMALE BUYING BEHAVIORAND HOW MUCH ADVERTISING PLAYS THE ROLE IN IT:We’ll analyze here each and every question one by one, keep in mind that thisquestionnaire was only for females.Projectsformba.blogspot.com 49
    • Projectsformba.blogspot.comQ#1: What is your preference while buying?Frequency TableYour preference while buying Frequency Percent Valid Percent Cumulative Percent Valid price 33 11.0 11.0 11.0 quality 134 44.7 44.7 55.7 appearance 24 8.0 8.0 63.7 local or 22 7.3 7.3 71.0 imported all of the 87 29.0 29.0 100.0 above Total 300 100.0 100.0GRAPHICAL REPRESENTATION: price all of the above local or imported quality appearanceProjectsformba.blogspot.com 50
    • Projectsformba.blogspot.comIN THE NUT SHELL: In this question we want to evaluate that which factors basicallyinfluence the female buying. We filled the 300 questionnaires from 300 femalesof different ages and from different areas. When we took the frequency of ourresults provided by females, we come to the result that the main basic factorwhich hardly influences the female buying is PRODUCT QUALITY. Manyfemales have also selected the price and appearance and imported products, butaccording to the results it is approved that they give more preference to thequality of any product.At the second place, mostly females also selected the last option which is ALLOF THE ABOVE, which means now days females do shopping according to aplanning. They buy each and every thing with full concentration and do notcompromise with any thing while buying.So at the result, we can say that females give first priority while buying to thequality and then to the other influencing factors. HENCE THE RESULTQ#2: Do advertisements influence your buying?Projectsformba.blogspot.com 51
    • Projectsformba.blogspot.comFrequency TableDo adver influence buying Frequency Percent Valid Cumulative Percent Percent Valid yes 193 64.3 64.3 64.3 no 58 19.3 19.3 83.7 I don’t 49 16.3 16.3 100.0 know Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 300 200 100 Count 0 yes no i dont know do adver influence buyingIN THE NUT SHELL:Projectsformba.blogspot.com 52
    • Projectsformba.blogspot.comWe structured the above question according to the basic requirement of ourresearch topic which is EFFECT OF ADVERTISEMENT ON THE BUYINGBEHAVIOUR OF FEMALES.So according to the above findings, we can see that 193 females are agreedupon the fact that their buying influenced with the advertisements. Whichmeans advertisement is also a basic factor of influencing females buyingbehavior.Secondly 58 females said that advertisement do not influence their buying. Thismay be due to the fact that Pakistan is a poor country and females can’t bear toomuch expensive things so they always cant follow the advertisements whilebuying the necessities of life.And the last portion of females, which is 49…they said that they don’t have anyidea about it which means they do shopping according to the routine matters.They don’t prefer which things are newly emerging in advertising Medias. HENCE THE RESULTQ#3: While buying, you are more conscious towards:Projectsformba.blogspot.com 53
    • Projectsformba.blogspot.comFrequency TableConscious towards Frequency Percent Valid Cumulativ Percent e Percent Valid advertise 33 11.0 11.0 11.0 ment status 51 17.0 17.0 28.0 price, 141 47.0 47.0 75.0 quality all of the 75 25.0 25.0 100.0 above 300 Total 100.0 100.0GRAPHICAL REPRESENTATION: advertisement all of the above status price, qualityIN THE NUT SHELL:Projectsformba.blogspot.com 54
    • Projectsformba.blogspot.comAbove question was administered by our group by keeping in mind the femalepsyche that when they go to the market to buy something, they are moreconscious towards which things. So according to the results we also got thesame answers as we got in question one because mostly females said that theyprefer quality and price factor while buying. They do not compromise with thequality of the product. Others are the secondary things.Here we can observe that status also influence the buying behavior because inour country females often consider the status while buying. HENCE THE RESULTQ#4: Do you prefer status/self image during buying?Frequency TableProjectsformba.blogspot.com 55
    • Projectsformba.blogspot.comStatus preferences Frequenc Percent Valid Cumulati y Percent ve Percent Valid i think so 154 51.3 51.3 51.3 i dont 44 14.7 14.7 66.0 think so seldom 64 21.3 21.3 87.3 think so i dont 38 12.7 12.7 100.0 know Total 300 100.0 100.0GRAPHICAL REPRESENTATION 180 160 140 120 100 80 60 40 Count 20 i think so i dont think so seldom think so i dont know status preferencesIN THE NUT SHELL:Projectsformba.blogspot.com 56
    • Projectsformba.blogspot.comHere we can see that how status effects the female buying behavior. Here in ourcountry females are very conscious for their self image so we can see that in theresults 144 females agree that they consider the self image while buying.Secondly females said that they seldom think that they consider the status whilebuying because they also consider the price and quality of the products as wellbecause they are also very important.At the last some females said that they are not status conscious and some saidthat they don’t know that either they consider the self image while buying ornot. These may be those females which only prefer to buy basic necessities lifeand belongs to middle or lower middle families. HENCE THE RESULTQ#5: Which type of advertisement is more attractive for you?Projectsformba.blogspot.com 57
    • Projectsformba.blogspot.comFrequency TableType of advertisement Frequency Percent Valid Cumulative Percent Percent Valid product 165 55.0 55.0 55.0 institutional 51 17.0 17.0 72.0 celebrity 84 28.0 28.0 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: celebrity product institutionalIN THE NUT SHELL:Projectsformba.blogspot.com 58
    • Projectsformba.blogspot.comHere we’ll se that which advertisement type is more attractive for females. Thisquestion was made for the purpose to suggest the companies that females preferwhich types of advertisements.Here we can see that product advertisement is at the top of the list. Females aremore familiar towards product advertisements instead of other types.Secondary celebrity advertisements are also very famous amongst the femalesbut there should be improvements in this type for becoming more successful. HENCE THE RESULTQ#6: Is there any negative effect of advertisement on your buying behavior?Frequency TableProjectsformba.blogspot.com 59
    • Projectsformba.blogspot.comNegative effect of advert Frequency Percent Valid Cumulative Percent Percent Valid yes 59 19.7 19.7 19.7 no 66 22.0 22.0 41.7 sometimes 147 49.0 49.0 90.7 never 28 9.3 9.3 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 160 140 120 100 80 60 40 20 Count 0 yes no sometimes never negative effect of advertProjectsformba.blogspot.com 60
    • Projectsformba.blogspot.comIN THE NUT SHELL:Now we’ll see that we know that advertisements have influencing effects on thebuying behavior of females but is advertisement has negative effects as well ornot.For this purpose we illustrated the above questionnaire and took feedback fromfemales. From that feedback we came to know that mostly females think thatsometimes advertisement effects negatively. These negative effects may be ofany type.On the second and third place we can see that ratio is almost same, somefemales think that there are definitely bad effects of advertisement and somethink that there is no any negative effects of advertisements. And some said thatthere can never be any bad effects of advertisements. Advertisements aresuccessful always. HENCE THE RESULTQ#7: Negative effects of advertisement may be of which type?Frequency TableProjectsformba.blogspot.com 61
    • Projectsformba.blogspot.comNegative effects may b Frequency Percent Valid Cumulative Percent Percent Valid You often 109 36.3 36.3 36.3 neglects the price while purchasing Too much 39 13.0 13.0 49.3 prefer the celebrity advertisement Prefer only 73 24.3 24.3 73.7 appearance and reputation of company, not quality others 79 26.3 26.3 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: others You of ten neglects Pref er only appearan Too much pref er theIN THE NUT SHELL:Projectsformba.blogspot.com 62
    • Projectsformba.blogspot.comIn the above question we give some options regarding to negative effects ofadvertisements. That if there is any negative effect of advertisement then thatshould be what. So according to our research, we can say that females think thatwhen new advertisement come then they often neglect the price of the productand purchase that advertised product. They don’t think that how much theproduct is expensive; they just go through to buy that product due to veryattractive advertisement.Also a group of females said that they think that they often see the goodappearance of the product and purchase that, they don’t consider the qualitymuch at that time.And also a large number of females said there are also other negative effects ofadvertisements that appear according to the conditions. HENCE THE RESULTQ#8: Effectiveness and attractiveness of advertisement depends uponFrequency TableProjectsformba.blogspot.com 63
    • Projectsformba.blogspot.comAttraction towards Frequency Percent Valid Cumulative Percent Percent Valid slogan 54 18.0 18.0 18.0 trade mark 25 8.3 8.3 26.3 company 64 21.3 21.3 47.7 repute appearance 39 13.0 13.0 60.7 all of the 118 39.3 39.3 100.0 above Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 140 120 100 80 60 40 20 Count 0 slogan company repute all of the above trade mark appearance attraction towardsProjectsformba.blogspot.com 64
    • Projectsformba.blogspot.comIN THE NUT SHELL:We make this question for the marketing departments of the companies tosuggest them that which things according to the females become anadvertisement attractive and effective. That’s things may be of followings:SloganTrade markCompany reputeAnd appearanceBut the females said that all of the above options can combinely make anadvertisement effective and attractive for females.If the companies give attention to all of the above things then they can attractthe females toward their products through advertisement. HENCE THE RESULTQ#9: How the advertisements of substitutes affect the popularity of any productFrequency TableProjectsformba.blogspot.com 65
    • Projectsformba.blogspot.comAdvertisement of substitute Frequency Percent Valid Cumulative Percent Percent Valid Demand of the 121 40.3 40.3 40.3 product reduces You neglect 67 22.3 22.3 62.7 the product due to new advertisement of substitute it doesn’t 112 37.3 37.3 100.0 effect Total 300 100.0 100.0GRAPHICAL REPRESENTATION: it dosnt effect Demand of the produc You neglect the proProjectsformba.blogspot.com 66
    • Projectsformba.blogspot.comIN THE NUT SHELL:Here is a question to check that if a new advertisement of the substitute of anyexisting product come then is that affects the popularity and sale volume of theexisting product.So according to the feedback we can see that 121 females said that demand ofthe existing product decreases due the advertisement of the new product and112 females said that it doesn’t effect the popularity of the product whichmeans here is a controversy amongst the different group of females, whichmeans that females perceive the new advertisements differently according totheir mood and situations. HENCE THE RESULTQ#10: Which advertisement media is more attractive for you?Frequency TableProjectsformba.blogspot.com 67
    • Projectsformba.blogspot.comAdvertisement media Frequency Percent Valid Cumulative Percent Percent Valid electronic 187 62.3 62.3 62.3 news paper 21 7.0 7.0 69.3 fashion 52 17.3 17.3 86.7 magazines bill boards 34 11.3 11.3 98.0 others 6 2.0 2.0 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 200 100 Count 0 electronic fashion magazines others new s paper bill boards advertisement mediaProjectsformba.blogspot.com 68
    • Projectsformba.blogspot.comIN THE NUT SHELL:Now in this question we’ll see that which advertising Medias are most popularamongst females.Now here we can see that electronic media is the basic most important mediafor the popularity of the advertisements amongst the females.On the second place we can also see that fashion magazines are also verypopular amongst females like akhbar-e-jahan and others. HENCE THE RESULTQ#11: How advertisements affect the level of your buyingFrequency TableProjectsformba.blogspot.com 69
    • Projectsformba.blogspot.comAdvertisement effect level of buying Frequency Percent Valid Cumulative Percent Percent Valid buy more 106 35.3 35.3 35.3 buy less 30 10.0 10.0 45.3 remains same 164 54.7 54.7 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: buy more remains same buy lessIN THE NUT SHELL:Projectsformba.blogspot.com 70
    • Projectsformba.blogspot.comHere we are checking that how the advertisement affects the level of the buyingof females. Is it positively affects or negatively or remains neutral.So here we can see that mostly females said their there level of buying remainssame with the new advertisements. They buy in the routine; there is not any bigchange due to advertisements.But on the second hand another big group of females said that their buyinglevel increases with the new and innovative advertisements. When anyadvertisement attracts them then they definitely buy that due to which theirbuying level increases. HENCE THE RESULTQ#12: Advertisements of imported products are more attractive for you due toFrequency TableProjectsformba.blogspot.com 71
    • Projectsformba.blogspot.comAdvertisement of imported products Frequency Percent Valid Cumulative Percent Percent Valid quality 120 40.0 40.0 40.0 reliability 77 25.7 25.7 65.7 company 59 19.7 19.7 85.3 image status 44 14.7 14.7 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION 140 120 100 80 60 40 Count 20 quality reliability company image status advertisement of imported productsIN THE NUT SHELL:Projectsformba.blogspot.com 72
    • Projectsformba.blogspot.comFemales in our country prefer a lot the imported goods on local goods so weconducted the research for this purpose also that what are the reasons behindthis so that our local companies can also adopt that strategies so that theirselling will also increaseSo according to the results we can see that females prefer them due to thequality and reliability of that products, the imported products are more reliableand have the good quality due to which they prefer them and neglect the localgoods. HENCE THE RESULTQ#13: Which advertisement, for the following categories, is more attractive for youFrequency TableProjectsformba.blogspot.com 73
    • Projectsformba.blogspot.comMore attractive advertisement categories Frequency Percent Valid Cumulative Percent Percent Valid basic 91 30.3 30.3 30.3 accessories home 52 17.3 17.3 47.7 appliances art and craft 36 12.0 12.0 59.7 cosmetics 120 40.0 40.0 99.7 others 1 .3 .3 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: others basic accessories cosmetics home appliances art and craftIN THE NUT SHELL:Projectsformba.blogspot.com 74
    • Projectsformba.blogspot.comWe know that advertisement is very popular amongst the females but here wewanted to know that advertisements of which category are mostly popular.Here according to the results female like the ads of cosmetics more and thencome towards the basic accessories of life and on the other categories. HENCE THE RESULTQ#14: Degree of your satisfaction, towards consumption of goods depends uponFrequency TableProjectsformba.blogspot.com 75
    • Projectsformba.blogspot.comDegree of satisfaction, consumption of goods Frequency Percent Valid Cumulative Percent Percent Valid good quality 174 58.0 58.0 58.0 price 38 12.7 12.7 70.7 appearance 34 11.3 11.3 82.0 company 30 10.0 10.0 92.0 image others 24 8.0 8.0 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 200 100 Count 0 good quality appearance others price company image degree of satisfaction, consumption of goodsIN THE NUT SHELL:Projectsformba.blogspot.com 76
    • Projectsformba.blogspot.comSatisfaction is very important for every one, towards consumption of goods. Ifa costumer is satisfied then he will again and again purchase that product.According to our research we came to know that females become satisfy mostlydue to good quality of the product.Price, appearance, company images have the secondary importance for thesatisfaction of females towards consumption of goods. HENCE THE RESULTQ#15: Do you prefer advertised products on basic necessities of life during buyingFrequency TablePrefer advertised products on basic necessariesProjectsformba.blogspot.com 77
    • Projectsformba.blogspot.com Frequency Percent Valid Cumulativ Percent e Percent Valid i think so 125 41.7 41.7 41.7 i dont think 82 27.3 27.3 69.0 so seldom think 60 20.0 20.0 89.0 so i dont know 33 11.0 11.0 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: i dont know seldom think so i think so i dont think soIN THE NUT SHELL:Projectsformba.blogspot.com 78
    • Projectsformba.blogspot.comHere is a question to see the importance of advertised products. We ask fromthe females that if they prefer the advertised products on basic necessities thenwe can see that almost 42 % females think that yes they often prefer theadvertised products on the basic necessities.And also on the second hand almost 28 % females think that they do not preferthe advertised products on the basic necessities of life. HENCE THE RESULTQ#16: Is advertisement become the cause of product failure or successFrequency TableProjectsformba.blogspot.com 79
    • Projectsformba.blogspot.comAdvertisement cause product failure or success Frequency Percent Valid Cumulativ Percent e Percent Valid i think so 125 41.7 41.7 41.7 i dont think 53 17.7 17.7 59.3 so seldom think 52 17.3 17.3 76.7 so i dont know 42 14.0 14.0 90.7 5 28 9.3 9.3 100.0 Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 140 120 100 80 60 40 20 Count 0 i think so seldom think so 5 i dont think so i dont know advertisement cause product failure or successProjectsformba.blogspot.com 80
    • Projectsformba.blogspot.comIN THE NUT SHELL:This question was made to get the idea of females that what they think that canadvertisement cause any product failure or success?So according to the results 41.7 % females said that yes a good advertisementcan be the cause of product success and a bad advertisement can become thecause of product failure.The ratios for the rest options are almost same. HENCE THE RESULTQ#17: Is advertisement increases demand of any productFrequency TableProjectsformba.blogspot.com 81
    • Projectsformba.blogspot.comAdvertisement cause demand of product Frequency Percent Valid Cumulative Percent Percent Valid yes 214 71.3 71.3 71.3 no 39 13.0 13.0 84.3 i dont know 47 15.7 15.7 100.0 Total 300 100.0 100.0GRAPHICAL REPRESNTATION: i dont know no yesProjectsformba.blogspot.com 82
    • Projectsformba.blogspot.comIN THE NUT SHELL:In the above question we got ideas that can advertisement create more demandfor the products or not.So here we can see that 71 % females said that yes advertising can create thedemand for any product. If advertising agencies make good advertisements thenthe demand of their products will also be increased. HENCE THE RESULTQ#18: How marketing departments of companies make advertisement interestingHow mkt dept make advertisement interestingProjectsformba.blogspot.com 83
    • Projectsformba.blogspot.com Frequency Percent Valid Cumulative Percent Percent Valid By using 37 12.3 12.3 12.3 famous celebrities By using 35 11.7 11.7 24.0 different medias By 63 21.0 21.0 45.0 improving appearance of products All of the 165 55.0 55.0 100.0 above Total 300 100.0 100.0GRAPHICAL REPRESENTATION: 180 160 140 120 100 80 60 40 20 Count 0 By using famous cele By improving appeara By using different m All of the above how mkt dept make advertisement interestingIN THE NUT SHELL:Projectsformba.blogspot.com 84
    • Projectsformba.blogspot.comIn this question we collect the suggestions from the females that how the marketingdepartments can make the most attractive advertisements due to which females becomemore influence towards the product and buy that product.We gave the following options to the females for selection that areBy using famous celebritiesBy using different MediasBy improving product appearanceBut 55 % females are agreed upon one condition that all of the above situations can becombinely put in the process of making attractive advertisements to influence the buyingbehavior of females. HENCE THE RESULTHYPOTHESIS TESTING:Projectsformba.blogspot.com 85
    • Projectsformba.blogspot.comProjectsformba.blogspot.com 86
    • Projectsformba.blogspot.com FINDINGSIn our whole research process, we get the following findingsProjectsformba.blogspot.com 87
    • Projectsformba.blogspot.comThat:  Females are more concerned towards the quality of the product while buying  Advertisement influence the female buying behavior but not more than quality of the product  Self image effects too much when females buy any product  The most popular advertisement type amongst the females is product advertisement  Advertisement often left some negative effects in the minds of consumer, according to our research process that negative effects may be categorized in this sense that females neglect the price of the product and buy that advertised product at any cost.  Advertisements can become more effective through innovative slogans, different trade marks.  Company reputation effects also in the effectiveness of advertisements.  The most attractive advertising media in Pakistan is electronic media  Advertisement doesn’t much effect the level of buying.  Imported goods are mostly preferred due to their good quality and reliability.  Females mostly satisfy with the good quality of the product.  Advertisement can become the cause of product failure or success.  Demand of the products can be increased with the help of good advertisements.  Marketing departments of the companies can make the advertisements more attractive by using famous celebrities, different medias and by improving the appearance of the product. CONCLUSIONSThe purpose of our research is to find out the female behaviors towards thebuying of the products and also to see that how much advertising affects theProjectsformba.blogspot.com 88
    • Projectsformba.blogspot.combuying behavior of females. The basic purpose of our research is to getinformation from females and then suggest to the companies that what theycan do maximum to improve their selling. Is advertisement is the biggesttool they have to attract the females towards their products or there are someother factors as well which have the affects more than advertisements. So forthis purpose we planned a full fledge research process and for this purposewe did the cluster sampling and made the questionnaires to fill from thesample group to come to the conclusions.After collecting the data we analyzed it and made some conclusions basedon findings. We have found that females prefer the quality of the product atvery first stage. Now days females are very intelligent, they know thatadvertisements and appearances of the products may be fake and canperceive them so they firstly check the quality of the product and then buythat product in the routine.As we conducted the whole research from the very qualified females livingin good areas so their responses are very effective for our research process.The over all trend was seen in the questionnaires regarding to the quality ofthe products so which means females do not compromise with the quality.People have mixed results about the advertisements of the products. On theone hand it also highly influences the buying behavior of females due toattractive Medias, different types, innovations in slogans but on the otherhand it also has some negative effects as well. If a good advertisement canbecome the cause of the success of any product then a bad advertisement canbecome the cause of failure of any product.More over advertisements can effect negatively and also positively to thechildren. They can perceive any thing from the ads so advertisements shouldbe much ethical and good for the children and teenagers.Further more according to females, the marketing departments should makethe advertisements better through new and unique strategies if they want toincrease their sale and want to use the advertisement a big tool to increasetheir sale volume. RECOMMENDATIONSAfter getting the conclusions of our research, we want to give somerecommendations to the marketing departments of the companies so thatProjectsformba.blogspot.com 89
    • Projectsformba.blogspot.comthey can focus on those things through which they can increase their salevolume amongst the females.  As females mostly prefer the quality of the products so they should highly focus on the quality of their products.  Advertisement can do any thing, it can create the demand of any product but the advertising strategies should be effective so that females believe on these ads and buy the products so advertising should be:  Truth full  Relevant  And rewardingHere we suggest you the ten steps to make advertising successful1. Narrow your market to a specific group of prospective clients. Find your nichemarket.2. Analyze your media. Does it appeal to your niche market? If it does, tailor yourads to relate directly to your media.3. Appeal to the impulse in the viewers of your ad. Call your readers to action *now*... Emphasize the benefits which a consumer will get after purchasing yourproduct. Offer something free in the ad itself.4. Use other medias as well for creating more demand of your products. Analyzethe advertising strategies of others.5. Design "killer" headings (slogans). Use new and interesting techniques whiledesigning a message for your product.6. Use different famous celebrities to become the more attractive advertisement.7. Use realistic facts and figures in your ads so that the customers become moreloyal towards your product.8. Repeat again and again your advertisements so that the advertisement of yourproduct can continuously be seen by customers.9. Clearly define all the attributes of the product so that customers also believe thatthis product has also a good quality.10. Now promise yourself this: Youre going to get your ads noticed by writing themyourself and taking these steps to advertising success.  We also asked an open ended question from the females, they give us some value able suggestions which we want to give you  Advertisement affects the buying behavior but it must be realistic  Packaging must be good to influence the buying behavior of females  Advertisements influence but to some extentProjectsformba.blogspot.com 90
    • Projectsformba.blogspot.com  Buying behavior varies from region to region so advertisement does not affect a lot.  Medias play an important role and advertisements must be interesting.  Females prefer electronic media’s advertised products.  Advertisements can change the preferences of females while buying but that must be realistic.So at the end we are strongly recommending you that if you want to increasethe sale volume of your product then firstly make its quality good, makerealistic advertisements and use effective medias.Projectsformba.blogspot.com 91