Consumer Buying Behavior Based on Advertisement - Coursework Example

Sociology Research Paper Introduction My research project will focus on the how advertisement shapes people’s behavior and their thoughts. Today, the advertisement is a medium that can change people’s mind or decision based on the illustration of advertisement. As we know, advertisement is something created by human imagination. Due to the power of advertisement, it probably produces stereotypes. To begin with my project’s idea, I think that advertisement is a marketing instrument that targets to influence consumers on the purchase of goods and services offered by the advertiser. Advertisement is also a communication tool that depicts wide effects on the decision of people viewing it. Advertisement acts the role of information transmission in order to push the customer to make a choice among an assortment of products and services. Therefore, I hope my project can show how advertising is persuasive. Through the promotion information, customer’s choice determined their need to market goods and services. Advertisement forms the basis of communication between manufacturers and consumers of the products. However, different advertisements have different target audience or consumer. There has a different effect on different consumer according to their age, culture background, gender and race. Literature review In this section, I will be take a consideration on both genders among different ages group.it Has been demonstrated the most British citizen that most of them remain exposed to television on more than 30 hours in a week .they devote around 9 hours on commercial alone.in the case of children, the average watches 25 hours in a week. Based on the percentage reported by Mackenzie and Lutz (4) these children are exposed to as much as eight hours of the commercial per week. There’s a high likelihood that this values obtained are similar to that obtained in Dennis(7).children have a high level of exposure on television on television, it will be necessary to determine the king of socialization television has on children. A number of researches demonstrate that television has on children an influence from the belief and behaviors. Children differ greatly in their cognitive ability as they interpret advertisement from television thus form different attitudes towards them. On contrast with the study done on children, middle aged, and older people had a different view on television advertisement. They took into consideration the social- and psychological approach into consideration on an advertisement before they purchase a product. Children in most cases use the interest desire when choosing a product. Two of these studies will be reviewed briefly on this context. Each group showed different demonstration due variety of attention. The study intends to understand the customer’s profile. This will enhance knowledge on the consumer behavior based on emotional and mental process that happens as customer decides to purchase a product. In the process to establish the impact of advertising on customer buying behavior, the proposed study will employ a case study approach of 100 customers whose age will range from 15-55 years old. The age gap will be important since it will enable the study to determine the advertising styles that appeal to the young consumers of age 15-25, middle aged consumers from ages 26-40, and elderly consumers of age 41-55. From the argument of Bradley (8), the study is so appropriate and reliable research strategy as it enables strategy to collect research data within the immediate context of the research. In the proposed study, the use of 100 customers will create an ideal research context, thus increasing the probability of relying on the research data. An incentive given to customers for taking part in the study; each customer received a $10 gift voucher to shop at different outlets within the given area on their choice. Geographic and demographic limitations and precincts of the study will influence slightly on the results obtained and research findings quoted in the study. To avoid this limitation, the extensive secondary research provides a global surrounding to the research. As a conclusion, the television advertisement remains far reachable as it involves a low cost and the majority of people afford it. Thus, the effective and popular way of reaching people especially with the introduction of satellite television more people have access to it. Thesis Before I do the interview, I predict the teenagers would be influenced by the advertisement easily because most teenagers are more open-minded and more likely to watching TV. To the middle aged or older people may be restricted on the kind of advertisement they watch. Most of this age group spent much less duration watching television. From the research done, older people experienced less enjoyable to watch television. These concepts entail the factors that impact sales volume of a product in the company and how this sales volume keeps the company going in business. In order to deviate from the original intention and assumption the following will therefore outline the objectives which the thesis intends to achieve. Through other factors such as socio-economic and political in a country, it affects the standard of living and hence the purchase power of the consumer. The study will seek to unravel the factors that make customer change the brand of a product while purchasing and what makes him have the alteration. It is predicted that Consumer behavior relies on emotional and mental process that occurs when the customer decides in order to purchase a product. Data This is concerned with working on the analysis of the data collection achieved from the survey through questionnaires. Statistical test done on the data that acquired was either accepted or rejected for an alternative hypothesis that for the research project. An interpretation will be given for each hypothesis. Method A qualitative research method is suitable for the research. Quantitative data needed to be collected by using probable measuring variables as well as verifying existing theories. The survey was done on various age groups between 15 to 55 years, on both genders in a designated location. The filling of the questionnaire was aided by an instructor that had response option on a pictorial manner. From the questionnaire it has an option to choose such as strongly agree, agree, neither agree nor disagree and strongly disagree option. The participants had only an option to fill after reading a questionnaire asking them such as if the consumers were ready to switch to another brand, whether they were satisfied with the products, the level of confidence they have on a product in comparison with other available products in the market, if they could switch to another shop to eat, what made them to choose a product, what do they consider on choice of a product, would they be loyal to a single product, what kind of knowledge do they have on a product, would they influence a friend on the choice of a product, will they discourage a friend on a certain product and others. Analysis Analysis of sample characteristic and demographics is acquired. Demographic are classified as statistical characteristic of a population. The types of data are applicable mostly in sociology, public policy and marketing. Commonly studied demographics research such as gender; race, age, disabilities and even location determine consumer behavior. Demographic changes describe the historical changes in demographic population over a time areas of interest such as distribution and trends of values. Demographic are about the population of a region and a culture of the people. Researchers usually have some objectives from the study such as to determine the subgroups that exist in the population and to obtain a clear and complete picture of the characteristic of the selected sub-group.it Can be used to establish the tactics of marketing as well as planning The five types of demographic for marketing are age, gender, income level, race and ethnicity. The sample size of the survey questionnaire is 100, include males and females. Figure 1: GENDER DEMOGRAPHICS Figure 1: GENDER DEMOGRAPHICS FIGURE 2: DEMOGRAPHIC GENDER AGE SCALE This chart is presenting the age-scale of male and female survey, the most participative in the ages of 15 years to 55 years Male has contributed 57% and female contribute 43% share of the survey. FIGURE 3: DEMOGRAPHIC CONSUMPTION SEGMENTATON The customers in different ages who purchased pizza in different occasions portrayed different traits. Here is statically defined consumption segment chart of the pizza burger consumption segment. The accumulative female and male data is describing that mostly consumers of pizza burger consumes occasionally. However, the highest ranking of male is weekly basis. It implies that there is a number of gender segregation and sequestration in the usage of pizza burger. Figure 4: Barco Brand Choice, Market Share Figure 5: Bidco Brand Choice, Market Share with Gender Diffrence Test To obtain coefficient of reliability in a given population an alpha crobach is used. The value of a crobach alpha is usually 0.854 which makes the results reliable. The given range of values is either 0 or 1. This will enhance a high degree of precision. Hypothesis for mean follows the following formula and notations: TABLE 2: Z TEST for Brand Image as well as Consumer Buying Behaviour Data Null Hypothesis 1.5 Level of Significance 0.05 Population Standard Deviation 0.314466038 Sample Size 100 Sample Mean 0.1 Intermediate Calculation Standard Error of the Mean 0.031446604 Z Test Statistics -44.2019116 Upper –Tail Test Upper Critical Value 1.644853627 P-Value 0.04 Reject the null hypothesis The mean and standard deviation of the participants calculated that the values in the graph ranged in between the region of rejection. This implies that positive and affirmative brand image and reputation is positively correlated in creating a consistently consumer buying. FIGURE 6: IMPORTANCE OF BRAND IMAGE FIGURE 6:(A)NUMBER OF TIME BURGER IS CONSUMED The figure represents the results from survey questionnaire, which had the sample size of 100. From the graph colors were used to symbolize an option such as for blue is yes, whereas red is no option. The data of respondents who agreed was 11% of the product that did not have a good reputation. From the results it evident that respondents agree that if the brand and its reputation do not go well so they will not buy these products. The target of the consumer is to purchase based on quality and reputation. The question has asked respondents about the brand quality and its reputation while not considering in a good brand as compare to the products competitors. The above figure represent the answer of the responded the answer No that meant the interest of consumers on the products that they do not desire to purchase. M2: Different brand images lead to Different quality product. This showed the relation between brand image of Bidco perceived by the customer and how its influence leads to the products quality (Bradley, 2004). Mo: Brand image has no Lead to differ product quality Ha: Brand image has led to differing in product quality The question asking to the respondent that, do low quality and fewer improved the offer of brand from customers. Product reduced due to brand as lower prices against its rivals company that increased. The questionnaire gave alternative such as; do you (strongly Agree, Agree, Agree neither Disagree, nor Strongly Disagree.) TABLE 3: Test for Product Quality Data Null Hypothesis 3 Level of Significance 0.05 Population Standard Deviation 1.3337479935 Sample Size 100 Sample mean 3.17 Intermediate Calculation Standard Error of the Mean 0.133374993 Z Test Statistic 1.274601749 Upper Tail Test Upper Critical Value 1.644853627 p-value 0.04 Reject the null hypothesis From the value of p calculated it is less than 5%, and population standard deviation and the z test statistics lied in the rejection of the null hypothesis. FIGURE: 7. IMPORTANCE OF LOW QUALITY BRAND IMAGE The Figure above showcases the results from survey questionnaire, which a sample size 100. The answers tested from the questionnaire on either gender are on the chart in the figure above. The respondents’ ratio for male was 57% thus greater than female. Dynamic results obtained through the highest results contribution from males. At some instance male rating was high that also altered in the rating for female. From the strongly disagree questionnaire only 62% male chose in the survey and 38% females strongly disagreed. Secondly,63% male disagree and 39% female disagree. It is middle option who is not agreeing or disagrees that was 72% male and 28% female. The total cumulative contribution provided an agreed option. Others that did not agree were only 19% male and 11% female and the total gender is 30% of the survey. There is one option that remained which is agreeing or neither agrees. An option that tested respondent’s confidence determined. From the results, only 2% male and 17% female chose accepted. The last option strongly agreed about if the product quality reduced due to low prices that brand image will lead. The results for the last option gave male that strongly that strongly agree at 36% while females were only 19%. The total gender that gave the result was 55%. FIGURE: 8. IMPORTANCE OF PRODUCT KNOWLEDGE The figure depicts the results from survey questionnaire, which has sample 100. The blue color shows the option of YES, which described that the respondent could notice the difference in quality among the brands (Dennis 7). There were 31% females who replied that they could identify the product quality with other brands whereas 12 did not. Only 9% males said that they noticed the different product quality among other brands despite 47% male said opposite. This test depicts the relationship between the consumer’s satisfaction and the loyalty he has in that brand. Mo: Satisfaction does not have an impact on Loyalty purpose. Ma: Satisfaction has an impact on Loyalty purpose. This question designed asked the respondent if they could switch to other brands if given promotion and discount (YES, NO) .TABLE 5: Z Test for Loyalty Intention Reject the null hypothesis The value of p obtained is much lower than 5% for the calculated mean and deviation from the population. This gave the z test statistic that lied in the rejection region of the null hypothesis. The figure depicts the results from survey questionnaire had a sample number 100.the dark blue color shows the option yes, which describes that the respondent has the rating to switch to other brands if it offers the same promotion discount that was the 14% female replied yes out of 29%. Also, 27% male replied yes out of 37% of the total survey participants. Only 8% males replied yes, hence did not opt for other brands despite promotional discounts offered. So the cumulative result that 34% participant replied to switch other brand if they switch to others if they will offer promotional discount. Conclusions This chapter is the conclusion of the research it will focus on various sides that can be drawn from the data collected, through the questionnaire and the statistical analysis done. the results obtained from the statistical analysis ascertained the existence of theories of consumer buying behavior in the product of pizza burger. The research depicted that it was not easy to identify the factors that affected on the brand images and the behaviors of consumers for a company’s products that pulled away such as competition, consumer thirst for a variety of products. From the review of this study, it can be known that there are factors of brand loyalty such as, the brand image of product, reputation of product, relevance to customers, performance in the business, product awareness, and promotional price incentives. Moreover, According to Marder (34) Advertising not only helps to maintain superior stand in the industry and profit maximization, provides information about a product or service and also gives consumers free television and radio programs. Despite the success of a product or service at the market the company needs to make an effort through advertise to maintain it status. Works Cited Berghoff, Hartmut, P and Spiekermann, Uwe T, eds, The Rise of Marketing and Market Research. Nebraska: Palgrave Macmillan, 2002.Print. Bradley, Nigel G. Marketing Research Tools and techniques .Oxford: Oxford University press, Oxford, 2007. Print. Dennis, Cahill J. Lifestyle Market Segmentation. London: Haworth Press 2006.Print. Marder,Eric R. The Laws of choice Predicting customer Behavior. New York: the Free Press division of Simon and Schuster, 1997. Print Mackenzie, Subra B and Lutz, Rotan J.An Empirical Examination of the structural Antecedents of Attitude towards Ad in an Advertising pretesting context: Journal of Marketing, 53, 2(1989):303-387. Appendix 1: Tables Table 1:-Reliability Statistics Table 2:-Z Test Brand Image and consumer Behaviour Table 3:-Z Test for Product Quality Table 4:-Z Test for Product Knowledge Table 5:-Z Test for Loyalty Intention Appendix 2: List of Figures Figure 1: Gender Demographics Figure 2: Demographic Gender Age Scale Figure 3: Demographic Consumption Segmentation Figure 4: Bidco Brand Choice, Market share Figure 5: Bidco brand choice market share with Gender Figure 6: Significance of Brand Image Figure 7: Significance of low Quality Figure 8: Significance of Product Development Read More