summer training project- male vs female impact of advertising

Research Objectives

Problem Statement

Men and women have different tendencies of being affected by advertisements. This is why

companies do not know exactly which customer group, men or women are easier to influence

through marketing campaigns. Therefore, the advertising budget is not spent accordingly to

come up with a precise promotional campaign needed. If targeting men is easier, then the

marketing should be done accordingly and if affecting women is easier, then the marketing

campaign should be tailor made in order to reach that customer segment in a more effective

manner.

This shows that companies lack the awareness of whom to target through their promotional

campaigns. Sometimes, when `targeting and attracting one specific gender would be more

profitable, companies keep wasting their resources on marketing on a mass scale, which

results in an unnecessary burden on the already scarce resources.

Research Objectives

This research paper was basically intended towards identifying the general trend in the effect

that advertising has on the buying behavior of consumers. The consumers have been

specifically studied in accordance to their respective gender. An important factor under study

was that who is impacted more by any advertisement; whether it is males or females. Another

important factor studied was that customers belonging to which gender have a better brand

recall. This is because brand recall plays a very important role in the resulting purchase; if a

consumer can recall the brand, he/she will most probably buy it.

For this research, a few hypotheses have been enacted:

Hypotheses

I- Women have more spontaneous buying habits as compared to men.

II- Men and women perceive advertisements differently.

III- Brand recall leads to purchase.

IV- Women have better brand recall as compared to men.

V- Brand recall differs in different age brackets.

1

The main form of this research was exploratory study and in the end, i worked on my research

topic to either prove or disapprove the proposed hypotheses.

Literature Review

Consumer buying behavior is an important area of research for marketers and business

developers. The importance of studying consumer buying behavior is imperative from the

fact that most product launch features, marketing strategies and positioning strategies are

made under the influence of consumer buying trends. These trends are further integrated with

regards to gender i.e. male consumer buying behavior vs. female consumer buying behavior.

In this regard the persuasiveness of a particular product is different for each gender.

Cobb and Hoyer (1986) found that women are more likely to plan their purchases than men

are. Block and Morwitz (1999) study about the use of shopping lists attribute this tendency to

three reasons. First, traditionally, females have been in charge of grocery shopping. Second,

because of such traditions, females tend to know more about stores and products. Third, also

due to their traditional role, females have a better idea about inventory levels when they go

shopping than males do (Goldman and Johansson, 1978; Urbany et al., 1996).

Thus, it is not surprising that Block and Morwitz (1999, pp. 361-2) found that the probability

that a purchased product was on a planned list was higher for females than for males.

Measuring advertising effectiveness differences offers the direct marketers the opportunity to

spend the advertising money in a more targeted mode. Studies concerning males vs. female’s

general advertising effectiveness levels indicate that gendered differences are apparent.

Importance/Benefit of study

This research is beneficial, firstly, for the advertising agencies, as it will become easier for

them to formulate the exact integrated marketing strategies for their customers so as to target

the respective audience of the organization. It will also help the organizations to optimally

distribute their marketing expenditure over different mediums of advertising, catering to their

target group. It will also provide a platform to the market researchers of the respective

organization to devise the marketing budget in accordance with a perfect balance between the

medium chosen and the audience targeted. This will support them in identifying their target

segment that they can influence and which can work in their favor. Hence getting the

maximum return on what they will invest for marketing their product/services.

2

It will also guide the marketers to identify the factors that influence the audience more

effectively in any advertisement and so those can be worked on. Also it will be analyzed that

how men and women perceive advertisements differently and hence what are the factors that

lead to their purchase decision.

This study has helped in solving the dilemma as I become able to identify the factors of

advertisement that co-relate with each other or in any way affect the male and female buying

decision. How well the product or service is communicated, can be analyzed by the buying

trends of the consumers. It can be further broken down into different genders, as both the

genders perceive advertisements regarding the neutral products/services differently and hence

require different persuasive techniques.

3

Research Methodology

Research Design

Considering the extensive nature of the topic under study it was obvious that i have to bind

my research to a controllable scale. For this purpose, my research was limited area of Delhi.

I have taken into account variables like age, gender, brand recall etc. in order to drive a relationship between advertising and consumer’s decision-making regarding purchase. Dependant and Independent variables were identified as per the data collected.

The age bracket that was being analyzed for this purpose was between 18-50 years of age that

is covering the young and adult age group. I selected this group because i believed that a

major chunk of our population of purchasers fell in this age bracket. This was further divided

into sub groups as per requirements.

Men and women perceive advertisements differently and hence both genders require different

persuasive techniques. I have taken neutral products/services for this analysis so as to provide

both the genders with same circumstances to come up with an objective comparison.

Sample survey & measurement scale types:

Gender: Male/Female

Age: (18-25)/(26-40)/(41-50)

City: Delhi

The following table shows the variables that are measured in specific hypotheses along with

their data types, respectively. It also tells about the corresponding types of measurement

scales used against the respective data types.

Hypotheses Variable Data Type Measurement Sample

4

Measured Scales Question

Number

H-I Gender Nominal Multiple Choice

(single response)

1 and 2

H-II Affect of

advertisements

Ordinal Ranking (forced),

Multiple Choice

(single response)

3, 4, 5 and 6

H-III, IV, V Brand Recall Ordinal Multiple Choice

(single response),

Free response

7, 8, 9, 10 and

11

Data Collection

Sample size taken is 150 females and males respondents.

The sampling method is random sampling.

Only the criterions for the selection are that respondents should fall in age bracket of 18-50

and should be from study concerned areas.

The data was collected through questionnaires, surveys, interviews.

The data collected was analyzed, interpreted thus lead to findings.

Data Analysis

As per the objective of our research that is to study the impact of advertisement on male vs.

female consumer buying behavior, i planned to carry out the preliminary research through the

surveys, interviews and discussions of random consumers.

The quantitative techniques (mean, mode) will then be employed once the data has been

collected which will give us an objective overview of the data. Once the data has been

analyzed, conclusions will be drawn based on the extensive study that would be completed.

The previously mentioned hypotheses will be analyzed by various techniques. As for

assumptions, we have assumed advertisement being the independent variable; dependent

5

variables that we have identified up till now would be brand recall, gender, age and

educational level.

Limitations of research study

6

The survey was limited to specific area & therefore cannot give a complete picture of

comparison.

The study is also limited by the number of individuals.

Time span was limited.

Results & Findings

H-1

Women have more spontaneous buying habits as compared to men

Following findings were made on the basis of our survey; the findings are represented

on the basis of males vs. females.

Females:

36% females in the age strata of 18-25 have responded YES to the question that they

make a shopping list and plan their shopping. Similarly, 56% of females in the strata

of 26-40 responded that they also plan their shopping and 48% of the females in the

age strata of 41-50 responded that plan their shopping. On the other hand 12% of the

females in age strata 18-25 responded YES to the question that they “stick to the

shopping list they have planned for”. In this regard, 6% of the females in the age

strata 26-40 were the ones that stuck to the planned shopping list and 24% of females

in age strata 40+ stuck to their shopping list.

Males:

10% males in the age strata of 18-25 have responded YES to the question that they

make a shopping list and plan their shopping. Similarly, 28% of males in the strata of

26-40 responded that they also plan their shopping and 58% of the females in the age

strata of 40-50 responded that plan their shopping. On the other hand 20% of the

males in age strata 18-25 responded YES to the question that they “stick to the

shopping list they have planned for”. In this regard, 36% of the males in the age strata

26-40 were the ones that stuck to the planned shopping list and 34% of males in age

strata 40+ stuck to their shopping list.

H-2

Men and women perceive advertisements differently

The questionnaire was designed to find the most effective medium of advertising that

influences males vs. females and theme of the advertisement as well as the perception

that whether advertisements portray a true picture of a particular add or not. Similarly,

the attractive attention of a particular add was also found with regards to respective

gender as well.

7

Females:

64% of the females in the Strata of 18-25 rate TV as the highest medium of influence

through advertisement, where as 92% of females in the strata of 26-40 rated TV as the

highest medium of influence and similarly 76% of the females in the strata of 40+

have rated TV as the highest medium as well.

On the same note, 40% of the females in the strata of 18-25 rated humorous theme

followed by 28% rated that celebrity endorsed themes are most appreciated in

advertisements. Whereas 46% females in the strata of 26-40 rated emotional theme as

the most influential factor followed by 32% females in the strata of 40+ rated

humorous data as most influential.

When asked whether advertisements give a true picture of a product or service and to

what extent advertisements attract their attention. 52% of the females in the 18-25

strata rated that they are not sure whether the advertisement portrays a true picture of

a product or not. This is followed by 44% females of the same strata that feel that they

are to some extent attracted by the advertisement. Similarly none of the females in the

strata of 26-40 feels that advertisements give a true picture of the product or service

that is marketed. Followed by 35% females of this strata felt that they are somewhat

influenced/attracted by an advertisement that catches their attention. Whereas 22% of

the females in the strata of 40+ says that advertisements do portray a true picture of

the product or service being marketed. And 50% of the females of this stratum feel

that advertisements attract their attention a lot.

Males:

70% of the males in the Strata of 18-25 rate TV as the highest medium of influence

through advertisement, where as 52% of males in the strata of 26-40 rated TV as the

highest medium of influence and similarly 66% of the males in the strata of 40+ have

rated TV as the highest medium as well.

On the same note, 34% of the males in the strata of 18-25 rated humorous theme

followed by 24% rated that celebrity endorsed themes are most appreciated in

advertisements. Whereas 44% males in the strata of 26-40 rated informative theme as

the most influential factor followed by 66% males in the strata of 40+ rated celebrities

endorsed themes as most influential.

When asked whether advertisements give a true picture of a product or service and to

what extent advertisements attract their attention. 64% of the males in the 18-25 strata

rated that advertisements do not portray a true picture of a product. Similarly 52% of

8

the males in the strata of 26-40 feel that advertisements don’t give a true picture of the

product or service that is marketed. Whereas 44% of the males in the strata of 40+

says that advertisements do not portray a true picture of the product or service being

marketed.

H-3(a)

Brand Recall leads to purchase:

In this regard our questionnaire was as such so that to find whether brand recall leads

to purchase or not. And we found that 58% of females in the strata of 18-25 against

58% of males in the same strata are sure that an advertisement had created an inert

feeling in them to try out a product thus leading to purchase behavior on the basis of

brand recall. Whereas 56% of the females in the strata of 26-40 against 36% of the

males in the same strata feel that an advertisement had created an inert feeling in them

to try out a product thus leading to purchase behavior on the basis of brand recall.

Similarly 52% of females in the strata of 40+feels that an advertisement had created

an inert feeling in them to try out a product thus leading to purchase behavior on the

basis of brand recall against 44% males in the same strata felt that advertisement had

not created an inert feeling in them to try out a product so that to lead to a purchase

behavior on the basis of brand recall.

H-3(b)

Brand Recall

In this regard our questionnaire was designed to ask both the genders whether their

purchase decision is based on brand recall or not and how often. And to test their

brand recall capacity with regards to gender we designed questions that specifically

targeted their brand recall capability.

Our findings thus are that 78% females in the strata of 26-40 rarely make their

purchase on the basis of brand recall and 60% of the males in the strata of 40+ rarely

make a purchase on the basis of brand recall. And 38% females and males of the same

strata of 18-25 often make a purchase on the basis of brand recall.

9

Analysis

Hypothesis 1: Women have more spontaneous buying habits as compared to men.

The first two questions were meant to test this hypothesis. The respondents were asked

whether they make a list before going for shopping or not and that whether they stick to that

list or not. According to the response that we got, we came to know that around 34.6% males

did planned shopping while 40.6% of the females agreed that they made a shopping list. This

obviously shows females are more planned shoppers as compared to men. Males who did not

plan their shopping were 47.3% which is far higher than 30% females; this shows that males

are much more spontaneous than females when it comes to shopping.

In the second question, we observed that 40% men did not stick to what they had planned for

shopping while most of the females, i.e. 57.3% claimed that they did not stick to their

shopping lists. This means that even if these women had planned their shopping, they did not

end up following it and hence they can be proved to be more spontaneous buyers as

compared to men. Hence the first hypothesis can be safely taken as true.

H1: ACCEPTED

Hypothesis 2: Men and women perceive advertisements differently.

This hypothesis was tested from four different angles. Firstly we observed that which

advertising medium was more effective for each gender, then we saw that what kind of

advertisement themes were preferred by males and females, after that it was inquired whether

men and women believed that advertisements were true or not and lastly it was asked that to

what extent did advertisements attract their attention. These different angles gave us the

opportunity to see how advertisements were perceived differently by men and women.

The exposure of different advertising mediums is different among both the genders. This was

evident by the results in which we saw that although men and women both ranked TV as the

most effective while billboards as the second most effective medium, the percentage of

women ranking TV as the most important was much more than that of men (women: 74.6,

men: 62.0) and the percentage of men ranking billboards as the second most effective

medium was much more than that of women (women: 10.7, men: 20). Also we see that in

men’s rankings, newspaper turns out to be the third most effective medium while females

have ranked radio as the third most important. Side by side, men have ranked radio as the

10

fourth most important and internet as the least important while females have ranked internet

as the fourth most important while newspaper as the least important.

These findings can be attributed to specific reasons as well. We see that women in our society

mostly stay at home while men have to go out for their jobs. This is why men have a higher

exposure rate to billboards as compared to women and women have a higher exposure rate to

TV as opposed to men. Staying mostly at home, women also tend to listen to radio more as

opposed to reading newspapers while men tend to read newspapers more as opposed to radio.

These are the reasons why men and women have different perceptions about different

mediums.

Coming to the second question, we see that women were seen to be most influenced by

humorous, emotional and celebrity endorsed advertising themes. Men on the other hand were

most affected by celebrity endorsed, informative and humorous advertising themes. When we

compare the percentages, we see that 40.7% men ranked celebrity endorsed advertising as the

most effective while only 27.3% women ranked it as the most important. We also see that

14.7% men ranked adventurous advertising as most effective while only 8% women agreed

on that. These differences are clearly attributable to the gender differences.

Men are more affected by celebrity endorsed advertising as for them, a beautiful model

marketing a product would obviously be more attractive than anything else; we can conclude

that to be men’s nature. Also men are more interested in the facts and figures about

everything and so obviously informative advertising is preferred. Women are more emotional

as opposed to men and so for them, emotional advertisements are more effective. They are

often more affected by the emotional themes and so they aren’t really bothered about the

information being delivered in the ad and that is why that theme has not been ranked very

high. Also they are not rough and tough and adventurous like men and so they have ranked

the adventurous adverting theme the lowest. So by this we can see that men and women may

slightly have similar advertisement choices but the percentages, which prefer different

advertisements, are quite different.

In question number five; respondents were specifically asked what they thought about

advertisements giving a true picture of the products being marketed. As expected, a very

small percentage of men and women agreed that advertisements were true. The number of

11

males and females choosing that option were roughly the same. As for people who did not

believe that advertisements were true, there was a huge difference in the number of men and

women, which believed so. Around 51.3% males confidently said that advertisements do no

portray the products very truly and around 38% women believed the same. This shows the

differing perceptions very clearly. Around 36.6% women chose the option ‘maybe’ because

they were not really sure about advertisements’ authenticity. Compared to that, only 34%

males chose this option.

In the last question for this hypothesis, people were asked that to what extent did

advertisements attracted their attention. Around 35.3% women chose the ‘a lot’ option

whereas only 18.6% men chose this option. There was also an option of ‘somewhat’ for

people who were not very confident about whether advertisements did or did not attract their

attention. Around 58.3% males resided to this option whereas approximately 53.3% females

ticked it too. The percentage of males who confidently believed that advertisements did not

attract their attention at all was clearly more than that of women at about 11.2% as opposed to

just 2%. These percentage differences between men and women clearly depict the differing

perceptions that they have about advertisements. It can also be related to the previous two

questions. We saw that nearly 51.3% men believed that advertisements did not give a true

picture of the products being marketed. Still around 58.3% said that advertisements

somewhat attracted their attention. This shows that men may not believe that advertisements

are true, still they attract their attention due to possible reasons like men ranking the celebrity

endorsed advertisements very high.

H2: ACCEPTED

Hypothesis 3: Brand recall leads to purchase.

Here two questions were posed to test this hypothesis. In the first one, respondents were

asked whether an advertisement ever created an inert feeling in them to try out a product.

Around 40.6 men said yes to this question while a visibly greater percentage of women

(49.3%) said yes to this question. Therefore it can also be induced that it is easier to attract

women’s attention through advertising than men. In men, the percentage, which said a clear

“No”, was around 24.6% while women who said that an advertisement never created a

feeling in them was only approximately 7.3% as opposed to that.

Why men are at a higher percentage here and at a lower percentage in the “Yes” option is

because the emotional quotient is lower in men and that it why they are not easily convinced

by advertisements as compared to women.

12

In the second question for this hypothesis, the respondents were asked how often their

purchase decision was based on brand recall. Most of the respondents in both males and

females chose the “Rarely” option. Second in line was the “often” option. This shows an

interesting fact; people may like different sorts of advertising themes, they may say that an

advertisement did create an inert feeling to try out a product, but when it comes to actually

purchasing the products, their buying decision is rarely based on brand recall. This means that

the inert feeling created by advertisements was not strong enough to make people actually

buy the product. Just getting a feeling is different than getting an intention to buy the product.

This means that the hypothesis that brand recall leads to a purchase would not be very

authentic as the results show that people may remember a product due to its advertisements

but it’s not necessary that they would buy it too when they remember it.

H3: REJECTED

Hypothesis 4: Women have a better brad recall then men.

The last three questions of the questionnaire were meant to test this hypothesis. Respondents

were asked to list out brands that they recalled from some specific colors, tag lines and

celebrities. The results were pretty straight forward here.

In the first question, which was regarding brands recalled from five specific colors, it was

seen that the percentage of women who scored the maximum marks, i.e. got all their answers

correct, was double than that of men. On average, men scored far less than women in terms of

remembering brands from different colors.

In the next question, in which respondents were supposed to recall brands from different tag

lines, once again females were the maximum scorers. Around 70% women scored seven or

above out of a total of ten while men who scored seven or above were only around 40%. This

clearly shows the huge difference in terms of better brand recall.

For the last question too, the total score was ten and respondents had to list the brands that

they remembered from different celebrities. Once again, around 69% of the women were

seven and above scorers which was more than double than the males which stood at

approximately 30%.

We see that when women were inquired about the most effective marketing medium and

advertising theme in their opinion, they had chosen TV and an emotional advertising theme.

This shows that women usually spend more time at home watching TV as the working

woman concept has not evolved in our society very deeply till now and also they are more

13

emotionally attracted to the ads as opposed to men. This is why women tend to remember

what they see more as compared to men.

H4: ACCEPTED

Hypothesis 5: Brand recall differs in different age brackets

In the results obtained from brand recall questions, it was seen that younger consumers in

both the genders had a better brand recall than the other two strata of both males and females.

This is because the memory recall is better in younger age and the younger generation today

is more in touch with media than the older generations. Another reason for this is that

companies tend to target the younger age bracket through advertising campaigns as the

younger consumers can influence the buying behavior of their parents and grandparents too.

So as this younger age bracket is specifically targeted, the promotional campaigns are bound

to affect them more than the older generations and this is also a reason why younger

consumers have a better brand recall.

H5: ACCEPTED

14

Statistical Tool for Analysis

Count is the Major tool in use for analysis. Mean, median and mode are other statistical tools

that are being used. For question number 9, 10 and 11 mean is used because of the fact that

all the respondents have provided a score as a response to the three questions and therefore it

is easier to calculate the mean of both the genders (150 females: 150 Males) so that the

average figures of the two major strata can be statistically analyzed.

Question 1 & 2

Table 1 shows that females (Yes=61) are more prone to making a shopping list and where as

males are less prone to doing so as only 52 males have opted for “yes”. On the other hand 71

males out of the entire strata of 150 opted for “No” implying that males generally do not

make shopping lists.

Table 1 - Count Q1 Table 2 - Count Q2

Table 2 shows that 86 females out of the 150 strata size do not stick to what they have

planned for shopping and there are 50 males who admit that they stick to what they have

planned for; this means that males have a less spontaneous shopping behavior than women

even though the mode for both the genders was the same.

15

Q1 Female

Count - Yes 61

Count - No 45

Count - Sometimes 44

Q1 Male

Count - Yes 52

Count - No 71


Q2 Female

Count - Yes 23

Count - No 86


Q2 Male

Count - Yes 50

Count - No 60


Question 3 & 4

Question 3 & 4 were included in the questionnaire to analyze hypothesis (II); question 3 had

five responses namely TV, billboard, newspaper, internet and radio and the ranks given to

them in the data sheet were 1,2,3,4,5 respectively with 5 being the highest and 1 the lowest.

According to table 3, in the female strata of the sample size the most recurring value for TV,

billboard, newspaper, internet and radio was 5,4,3,2,1 respectively which indicates that TV

ranked 5th by majority of the female elements of the sample size.

Table 3- Count Q3 Female

TV Billboard Newspaper

Rank 5 Count 112 Rank 5 Count 16 Rank 5 Count 3





Internet Radio

Rank 5 Count 3 Rank 5 Count 7





16

Table 4 - Count Q3 (Male)

TV Billboard Newspaper



Rank 3 Count 9 Rank 3 Count 82 Rank 3 Count 64Rank 2 Count 8 Rank 2 Count 19 Rank 2 Count 25


Internet Radio






Question 5 & 6

These two questions were used to analyze hypothesis II which states that men and women

perceive advertisements differently. Question number five measured the respondents belief

on the statement that “if advertisements give a true picture of the products/services being

marketed”. For question 5 the three responses were Yes, No and May be.

Table 5 - Count Q5 (Female) Table 6 - Count Q5 (Male)

17

The count values presented in the tables above make it very clear that a greater percentage of

men have chosen the response “No” (Male: 77, Female: 57) and an even lesser number of

males have responded “Yes” (Male: 38, Female: 22); therefore it holds true that men and

women do perceive advertisements differently as the number of individuals opting for

“sometimes” as a response were more or less equal for both the genders.

Question 6 determined the extent to which advertisement attracted both the gender; the

responses were extremely, a lot, somewhat, no and never. Majority of the respondents from

both the genders opted for the third response which as undoubtedly “somewhat”. It clearly

indicates the fact that advertisement does attract the attention of both the genders but to a

little extent.

Table 7 - Q6 (Female) Table 8 - Q6 (Male)

According to table 7 and 8 the number of females who opted for the response “A lot” was

greater (53) than that of males (28) which indicates that for the entire sample size, that they

are somewhat more attracted to advertisements than men. Therefore it is not possible or

18

Q5

Count - Yes 38

Count - No 57


Q5

Count - Yes 22

Count - No 77


Q6

Count – Extremely 12

Count – A lot 53

Count – Somewhat 80

Count – No 3

Count – Not at all 2

Q6

Count – Extremely 16

Count – A lot 28

Count – Somewhat 87

Count – No 17

Count – Not at all 5

feasible to completely accept or reject the hypothesis (II) and it can be stated that men and

women perceive advertisements differently to some extent.

Question 7

This particular question analyzes if brand recall creates a feeling inert enough to lead to

purchase; the three response for this question were yes, no and sometimes.

The values in the tables show that the most recurring response for this question by both the

genders was “Yes”, therefore, it can be said for the entire sample size that advertisements do

create an inert feeling to try out a product although this does not imply that this particular

feeling is strong enough to lead to purchase as it is very difficult to measure the intensity of

the feeling.

Table 9 - Count Q7 (Female) Table 10 - Count Q7 (Male)

But if we critically analyze the independent count figures for both genders than it can be

stated that the count for the response “No” was greater by 26 counts which means that

although the most recurring response was ‘Yes’ but a greater number of males responded that

advertisements were not effective enough to create an inert feeling to purchase a product.

Additionally the count of females for the response “Yes” was also greater than that of the

males and so it can be deduced that females are more prone to being affected by the

advertisements than men.

Question 8

19

Q7

Count - Yes 74

Count - No 11


Q7

Count - Yes 61

Count - No 37


This question basically analyzes the fact that how often the purchase decision of a buyer is

based on advertisement recall; the provided responses were mostly, often, rarely and never

and the scores given were 1, 2, 3 and 4 respectively. The descriptive statistics of the

independent scores of both the genders have been mentioned below:

Table 21 - Male Descriptive statistics (Q8) Table 13 – Female Descriptive Statistics (Q8)

The most recurring value (Mode) is 3 for both the genders and this was the score given to the

response “Rarely” among the total four responses; this actually means that the majority of

the respondents out of the total 300 sample size rarely based their purchase decision on their

brand recall. Additionally the mean value of Q8 for the female respondents was 2.6 whereas

that of the male strata was 2.7 approximately, therefore it can safely be said that both the

values are roughly equal for both the major strata’s and hence brand recall rarely leads to

purchase.

Question 9, 10, 11

Female descriptive statistics:-

Q 9 (5/5) Q 10 (10/10) Q 11 (10/10)

Mean 4.28 Mean 7.05333

3

Mean 7.60666

7

20

Q8

Mean 2.746667

Median 3

Mode 3

Q8

Mean 2.58

Median 3

Mode 3

Male descriptive statistics:-

Q 9 (5/5) Q 10 (10/10) Q 11 (10/10)

Mean 3.26174

5

Mean 5.25503

4

Mean 5.11409

4

Brand recall capacity has been measured directly in question number 9, 10 and 11 where the

respondents were asked questions and provided with blank spaces to note down the answer;

the respondents have been given scores out of 5, 10 and 10 respectively. The individual score

of all the respondents (all the age brackets of both the genders) were calculated for the three

questions individually and then their means have been combined to calculate a final average

score of the entire male and female strata of the sample size.

According to the descriptive statistics the:

Mean of Q9, Q10, Q11 (Female) = 6.49333 where as the,

Mean of Q9, Q10, Q11 (Male) = 4.54362433

Both the means clearly indicate that females have a better brand recall, as on average every

female score 6.5 out of 10 in the last three questions; whereas all the males had an average

score of 4.5 out of 10 as the mean for the same set of questions. If the percentage is

calculated then it can be safely said that the brand recall of women is better by 20% than

men. This figure can be marked valuable for marketers as they can increase the marketing

expenditure targeted at females by the same percentage so that their campaigns can be more

efficient.

21

Conclusions

Based on all the findings and analysis, we have come to the following conclusions:

Women are easier to target and affect through marketing due to their higher emotional

quotient and TV exposure. It is also more beneficial to target women as their brand

recall was also proved to be better so this obviously means that they are more prone to

spread the product’s awareness through word of mouth. Due to these reasons,

companies should spend a greater proportion of their marketing budget on targeting

women through adverting campaigns based on emotional, humorous and celebrity

endorsed themes.

TV and billboards are the most effective mediums for marketing to consumers

belonging to both the genders.

It is not necessary that brand recall leads to purchase but still promotion is important

and effective in terms of creating awareness and recall potential in the consumers.

Women have a more spontaneous buying behavior as compared to men so point-of-

sale advertising can be a point of focus for the companies.

Men and women perceive advertisements differently so different advertising themes

are important to target both these genders more effectively.

22

Bibliography

Research Methodology – Methods and Techniques (C.R Kothari)

Hogg. M & G. Jade, 2003, Gender identity and the consumption of advertizing, Qualitative Market Research: An International Journal, volume 6 issue 3, p 160 174

Female buying power - http://realtytimes.com/rtpages/20070111_buyingpower.htm

Consumer behavior – http://mpra.ub.uni-muenchen.de/11908/1/MPRA_paper_11908.pdf

Ndubisi.N, 2006, Effect of gender on customer loyalty: a relationship marketing approach, Marketing Intelligence & Planning, volume 24 issues 1, p 48-61

Stern’s, 1988, Media Use and Gender Differences: volume 6 issue 2, p 20-30

23

http://realtytimes.com/rtpages/20070111_buyingpower.htm

HYPOTHESIZES WISE CHARTS (ANALYSIS)

Hypothesis-I Women have more spontaneous buying habits as compared to men.

Q1) Do you plan your shopping: do you make a shopping list?

Yes No Sometimes0

5

10

15

20

25

30

35

40

45

5040.6

3029.3

34.6

47.3

18 FemalesMales

Data: Count Table 1

Q2) Do you stick to what you have planned for shopping?

Yes No Sometimes0

10

20

30

40

50

60

15.3

57.3

27.3

33.33

40

26 FemalesMales

Data: Count Table 2

24

Hypothesis-II Men and women perceive advertisements differently.

Q3) which advertising medium do you think is most effective? (Rate, 5 being the highest, 1 the lowest)

TV Billboard Newspaper Internet Radio0

10

20

30

40

50

60

70

8074.33

10.67

2 3.336.67

62.67

18.67

12 5.3 7.3

FemalesMales

Qno:3

Data: Strata Wise Charts

5 4 3 2 10

10

20

30

40

50

60

70

TVBillboardNewspaperInternetRadio

Qno:3 Males

Data: Count Tables 3, 4

25

5 4 3 2 10

10

20

30

40

50

60

70

80


Qno:3 Females

Q4) how would you rate the following advertisement theme? (5 being the highest, 1 the lowest)

Humorous Informative Adventurous Emotional Celebrity Endorsed

05

1015202530354045

27.33

128

27.33 27.33

17.3320.67

14.6710.67

40.67

FemalesMales

Qno:4

Data: Strata Wise Charts

5 4 3 2 10

5

10

15

20

25

30

35

40

45

Humorous

Informative

Adventurous

Emotional

Celebrity Endorsed

Qno:4 Males

Data: Count Tables 3,4

26

5 4 3 2 10

5

10

15

20

25

30

35

Humorous Informative

Adventurous Emotional

Celebrity Endorsed

Qno:4 Females

Q5) Do you think that advertisements give a true picture of products/services being marketed?

Yes No May be0

10

20

30

40

50

60

25.3

38 36.6

14.6

51.3

34

FemalesMales

Data: Count Tables 5, 6

Q6) to what extent do you think that advertising attracts your attention?

Extremely A Lot Somewhat No Not at all0

10

20

30

40

50

60

8

35.3

53.3

2 1.3

10.6

18.6

58

11.3

3.3

FemalesMales


27

Hypothesis-III Brand recall leads to purchase.

Q7) did an advertisement ever create an inert feeling to try out a product?

Yes No Sometimes0

5

10

15

20

25

30

35

40

45

50

49.3

7.3

43.340.6

24.6

35.3

FemalesMales


Q8) How often is your purchase decision based on an advertisement recall?

Mostly Often Rarely Never0

10

20

30

40

50

60

7.33

26.67

51.33

14.67

6

30

58

6

MalesFemales

Qno:8

Descriptive Stats: Tables 11, 12

28

18-25 26-4041-50

18-25 26-40 41-50

18-25 26-4041-50

18-25 26-40 41-50

STRATA WISE CHARTS (FINDINGS)

1 2 30

10

20

30

40

50

60

36

56

48

2226

32

42

18 20

Qno:1 Females

Yes

No

Maybe

1 2 30

10

20

30

40

50

60

70

80

10

28

58

78

56

18

12

16 24

YesNo Maybe

Qno:1 Males

1 2 30

10

20

30

40

50

60

70

126

24

6458

50

24

36

26

Qno:2 Females

Yes

No

Maybe

1 2 30

10

20

30

40

50

60

20

3634

52

44

34

28

20

34

YesNoMaybe

Qno:2 Males

29

5 4 3 2 10

10

20

30

40

50

60

70


Qno:3 Females(18-25)

5 4 3 2 10

10

20

30

40

50

60

70

80

90

100



5 4 3 2 10

10

20

30

40

50

60

70

80



30

Rank Scores

5 4 3 2 10

10

20

30

40

50

60

70


Qno:3 Males(18-25)

5 4 3 2 10

10

20

30

40

50

60


Qno:3 Males(26-40)

5 4 3 2 10

10

20

30

40

50

60

70


Qno:3 Males(41-50)

31

Rank Scores

Rank Scores

Rank Scores

5 4 3 2 10

5

10

15

20

25

30

35

40

HumorousInformativeAdventurousEmotional Celebrity Endorsed


5 4 3 2 10

10

20

30

40

50

60



5 4 3 2 10

5

10

15

20

25

30

35

40



32

5 4 3 2 10

5

10

15

20

25

30

35


Qno:4 Males(18-25)

5 4 3 2 10

5

10

15

20

25

30

35

40

45


Qno:4 Males(26-40)

5 4 3 2 10

10

20

30

40

50

60

70


Qno:4 Males(41-50)

33

STRATA WISE TABLES (FINDINGS) Q5 to Q9

18-25 26-40 41-50

Q5. Female 20 28 52 0 50 50 22 44 34

Q5. Male 4 64 32 32 52 16 14 62 24

18-25 26-40 41-50

Q6. Female 16 36 44 4 0 0 20 70 0 10 12 50 32 4 2

Q6. Male 8 32 64 6 0 12 28 56 4 0 4 12 64 18 2

18-25 26-40 41-50

Q7. Female 58 14 28 56 6 38 52 12 36

Q7. Male 58 14 28 36 18 46 18 44 38

18-25 26-40 41-50

Q8. Female 8 38 44 10 4 12 78 6 6 40 52 2

Q8. Male 8 38 44 10 12 28 50 10 2 14 60 24

34

Questionnaire

Hello Sir/Madam,We are here to conduct a research to measure the effect of advertising on male/female consumer buying behavior. The purpose of this study is to know, understand, and evaluate the gender based consumer behavior.We would appreciate if you could spend about 5 Min. and communicate your feelings, expression, & comments through this Questionnaire. Please give your honest opinion and be understood that this information collected will be purely confidential and not to be shared with any other entity or research purpose.

Q1) Do you plan your shopping: do you make a shopping list?

1) Yes 2) No 3) Sometimes

Q2) Do you stick to what you have planned for shopping?

1) Yes 2) No 3) Sometimes

Q3) which advertising medium do you think is most effective? (Rate, 5 being the highest, 1 the

lowest)

TV ________ Billboard ________News paper ________Internet ________Radio ________

Q4) how would you rate the following advertisement theme? (5 being the highest, 1 the lowest)

Humorous ________ Informative ________ Adventurous ________Emotional ________Celebrity endorsed ________

Q5) Do you think that advertisements give a true picture of products/services being

marketed?

Yes 2) No 3) May be

35

Q6) to what extent do you think that advertising attracts your attention?

Extremely 2) A lot 3) Somewhat 4) No 5) Not at all

Q7) did an advertisement ever create an inert feeling to try out a product?

Yes 2) No 3) Sometimes

Q8) How often is your purchase decision based on an advertisement recall?

Mostly 2) Often 3) Rarely 4) Never

Q9) which brand comes to your mind from the following colors? (List as many as you remember)

o Yellow ___________________________________________

o Blue ___________________________________________

o Red ___________________________________________

o Orange ___________________________________________

o Green ___________________________________________

Q10) Fill in the following blanks:

Brands/Company Tag Lines

o _____________________ Is se sasta aur Achcha kahee nahee

o _____________________ Ye jhatke hai zara hatke

o _____________________ Sense and simplicity

o _____________________ The World's Local Bank

o _____________________ Its all about money honey

o _____________________ Tedha hai par mera hai

o _____________________ When style matters more

o _____________________ Do the Dew

o _____________________ The complete Man

o _____________________ The Power of Knowledge

36

Q11) which advertisement comes to your mind when you think of the following celebrities.

(List as many as you remember)

o Aishwarya Rai ________________________________

o Hrithik Roshan ________________________________

o Yuvraj Singh ________________________________

o Aamir Khan ________________________________

o Sharukh Khan ________________________________

o Sanya Mirza ________________________________

o Rani Mukharjee ________________________________

o Juhi Chawla ________________________________

o MS Dhoni ________________________________

o Amitabh Bacchan ________________________________

Thank You For giving response to this Questionnaire and being part of this survey.

Personal Details:

Name Mr. /Mrs.:

Age:

37