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THE IMPACT OF ADVERTISEMENT ON CONSUMERS BRAND

PREFRENCE
(A study of different electronic products in Sialkot)

MASTER OF COMMERCE (M.COM)


Name: Bilal Ahmed
Roll No: AM552469
Registration No: 11-PST-09986
Department of Commerce
Faculty of Social Sciences and Humanities
Allama Iqbal Open University
Islamabad
Year 2011-2013

THE IMPACT OF ADVERTISEMENT ON CONSUMERS BRAND PREFRENCE

Name: Bilal Ahmed


Roll No: AM552469
Registration No: 11-PST-09986
Prof Khalid Farooq
Name of Supervisor
This Project is submitted to Department of Commerce, Faculty of Social Sciences and
Humanities, Allama Iqbal Open University, Islamabad in partial fulfillment of the
requirement for the degree of M.Com
Department of Commerce
Faculty of Social Sciences and Humanities
Allama Iqbal Open University
Islamabad
Year 2011-2013

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EXECUTIVE SUMMARY
The topic which researcher selected is the impact of advertisement on consumer brand
preference the study showed that how the advertising is effecting consumer brand
preferences. Researcher take different mode of advertisement along with different electronic
products like Mobile, TV, LCD, Refrigerators, and Split AC of different brands in Sialkot
city in order to examine phenomena. The study is based on how consumers preferred brand
through advertisements and how its mode of advertisement is useful for brand preference.
Every good companies are invested a lot of money on advertisement of electronic products in
order to accumulate consumers. Advertisement main purpose is to create sale of the
companies. As it is considered very important factor for the companies so the impact of
advertisement on consumer brand preference is checked in this study.
Advertisement is a communication form or source for marketing and used to encourage,
impress, or use a market audience such as (spectators, readers or listeners; sometimes a
certain group) to advance or take some new alteration. Most normally, the desired
consequence is to drive consumer behavior with respect to a financial offering, while
economical and psychological advertising is also casual.
In this project, Researcher use Empirical research study to get clear concepts of
advertisement and problem of the topic. The Primary and the secondary data will be studied
and analyzed accordingly and interpret to extract facts. A Population of 100 convenient
samples will be taken in a Sialkot city for the purpose of study and analysis. Research data
can be analysis through Pie charts, Percentage and Bar charts with Spss tools and regression
analysis.
In researcher point of view now a days with accelerated increase in technology every
customer wants to purchase the product of brand which gave more satisfaction. Now a day
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companies sell its product through advertisement, they are using the different media like,
hoarding, Newspaper, Internet, Facebook, Twitter, Tumbler, billboard, poster etc. to provide
the complete information about product. But these days company presents its products
through celebrities because a customer has influenced with the celebrity by using its products.
People prefer brands products through advertisement. According to this study, advertisement
creates brand awareness or recognize in the mind of people through medium of
advertisement. Respondents chose Sony and Dawlance for TV and Refrigerator and Split AC
as their favorite brands respectively. Samsung mobile are the people favorite brand. People
prefer TV advertisement for acquire information of the brand and prefer brand name the
advertisement. People also change the preference of electronic product by seeing favorite
celebrity in an advertisement. That also proves that customers depend on celebrity aspect of
the advertisement that remember most. Hoardings and banners advertisement on also create
brand awareness of a product and are important to increase brand preference. Peoples prefer
internet before they purchasing electronic products and they search for the product features
shown in internet advertisements. Celebrity endorsement is a huge factor to encourage,
attracting customers and brand preference. Advertisements play a huge role in changing the
brand preference.

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APPROVAL SHEET
(Viva Voce Committee)
Title of Project: THE IMPACT OF ADVERTISEMENT ON CONSUMERS BRAND
PREFRENCE (A study of different electronic products in Sialkot).
Name of Student: Bilal Ahmed
Roll No.: AM552469
Registration No.: 11-PST-09986
Accepted by the Viva Voce Committee, Department of Commerce, Faculty of Social
Sciences and Humanities, Allama Iqbal Open University, Islamabad in partial fulfillment of
requirements for the Degree of Master of Commerce (M.Com)
VIVA VOCE COMMITTEE
Chairman _____________________
Member _____________________
Member _____________________
(

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CERTIFICATE
The Project entitled THE IMPACT OF ADVERTISEMENT ON CONSUMERS BRAND
PREFRENCE (A study of different electronic products in Sialkot), at Master of Commerce
(M.Com) conducted by Bilal Ahmed. Roll No. Am552469, Registration No. 11-PST-09986
has been completed under my guidance and I am satisfied with the quality of students
research work.
Signature _____________________
Supervisor
Name: _________________________
Address: _________________________
_________________________

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ATTESTATION OF AUTHORSHIP
I, Bilal Ahmed, Roll No. AM52469, Registration No. 11-PST-09986 a student of Master of
Commerce in Allama Iqbal Open University, solemnly declare that my research project
entitled THE IMPACT OF ADVERTISEMENT ON CONSUMERS BRAND PREFRENCE
(A study of different electronic products in Sialkot) is my own work and that, to the best of
my knowledge and belief, it contain no material previously published or written by another
person. This research project is not submitted already and shall not be submitted in future for
obtaining a degree from same or another University or Institution. If it is found to be
copied/plagiarized at later stage of any student enrolled in the same or any other university, I
shall be liable to face legal action before Unfair Mean Committee (UMC), as per AIOU/HEC
Rules and Regulations, and I understand that if I am found guilty, my degree will be
cancelled.

Signature _______________________

Name Bilal Ahmed

Roll No. AM552469

Registration No. 11-PST-09986

Address: Islam Street, Noorpura,

Khadim Ali Road, Sialkot.

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DEDICATION
My research study is humbly dedicated to the following people who gave me strength to
pursue my dreams and inspired me to fight all the battles that came my way. To: my ever
loving, understanding, and supportive parents.
To our instructors, for sharing their knowledge to us, to my class mates, for their cooperation,
sacrifices, and patience in completing this study, thank you
And above all, our ALLAH ALMIGHTY, who guides us in making this study and our source
of our strength, for without His will this would not be possible

Bilal Ahmed

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ACKNOWLEDGEMENTS
First of all we thank to ALLAH ALMIGHTY gave us this beautiful life and blessing us
throughout the working on these papers or pages. I would like to thank my Supervisor Mr.
Prof Khalid Farooq, for his precious time and instructions, which really helped us in using the
statistical tools. We are indebted to our respected Teacher whos in dispensable and intricate
comments on various aspects conjoined with motivation made us come forth holding such as
assignment.
He gave me enough of his valuable time to prepare this research report. He guided me with
all the details in every step of the study with immense patience. As a novice, I was not aware
of many aspects of undertaking a research and preparing a research report. He made me learn
and understand everything I needed.
Thanks also to my juniors and friends who helped me in the hard work of data collections.
Thanks to the respondents also, as without their help, I would have been without any primary
data.

Bilal Ahmed

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LIST OF CONTENTS
Sr.no

Description

Page no

Chapter 1

1.1 Introduction

1.1.1 Definition of advertisement

1.1.2 Medium of advertisement

1.1.3 Importance of advertisement

10

1.1.4 Brand preference

11

1.1.5 Brand Preference choice criteria

12

1.1.6 Brand Endorsement by Celebrities

13

1.1.7 What is consumer brand preference?

13

10

1.1.8 Acceptance of Consumer

14

11

1.2 Problem statement

15

12

1.3 Objectives

16

13

1.4 Significance of Research

16

14

1.5 Scope of Research

16

15

Chapter 2

17

16

2.1 Literature Review

17

17

2.2 Theoretical framework

22

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18

Chapter 3

23

19

3.1 Methodology

23

20

3.2 Research design

23

21

3.2.1 Population

23

22

3.2.2 Sampling

24

23

3.3 Data collection

24

24

3.3.1 Primary data

24

25

3.3.2 Secondary data

24

26

3.4 Data Analysis Tools

24

27

Chapter 4

25

28

4.1 Analysis

25

29

4.2 Finding

89

30

Chapter 5

92

31

5.1 Conclusion

92

32

5.2 Recommendations

93

33

REFERENCES

94

34

Annexes

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LIST OF TABLES
Sr. no

Description

Page no

Gender

25

Which are your favorite Brand of TV and LCD?

26

Which are your favorite Brand of Refrigerator and Split AC?

27

Which is your favorite Brand of Mobile phone?

29

Why are you picked this Brand?

30

Do you see the ad influence the decision of your brand?

31

Which is you like most of medium of advertisement?

33

Which of the following aspect of the advertisement you remember 34


most?

Do you ever recall by any advertisement of your brand?

36

10

Do you depend on advertisement?

37

11

Do you change your inclination of electronic item by seeing big 38


name in a commercial?

12

Do you buy an electronic item on the grounds that your most 39


loved superstar is embracing it?

13

.Do you favor when you see a commercial was cost of the 41
electronic item?

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14

Do you influence when you see an advertisement is about benefit 42


of electronic product?

15

Do you prefer when you see an advertisement is about quality of 44


electronic product?

16

Do you prefer when you see an advertisement is about the uses of 45


the electronic product?

17

Do you inclination when you see an advertisement is about need 47


of electronic item?

18

Do you prefer when you get opinion of friends about the 48


electronic product in an advertisement?

19

Do you prefer when you see a celebrity in an advertisement?

50

20

Do you prefer when you see an advertisement is entertainment?

51

21

Why the brand is preferred by the respondent

53

22

From where you get the information about these brands

54

23

If you are looking for data of a brand which media will you 55
favored?

24

Do you rely on advertisement?

57

25

Do you change your though of an electronic item by simply seeing 58


the advertisement?

26

Do you think advertisement is necessary for the purchase of 59


electronic product?

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27

What are the factors which influence your decision for the 61
purchase of electronic product?

28

What is you looking in an advertisement of an electronic 62


product??

29

Do you purchase an electronic product just by getting attracted to 64


product?

30

What is the components in a commercial which will create you 65


improvement your brand loyalty?

31

If you get the name of a brand through commercial what do you 67


review?

32

What are the things that should be highlighted in an 68


advertisement?

33

If a product is misinterpreted by your friend would you believe 69


him or go on with your own views?

34

Do you favor setting off to any store just by seeing the offers on 71
hoardings and banners?

35

What is your response to repeated advertisement in TV/ radio?

72

36

How important is Entertainment in advertisement?

73

37

Do you refer Google search before the purchase of electronic 75


product?

38

Does the internet advertisement in the website create brand 76

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awareness?

39

Do you think internet is the most reliable source of information?

77

40

Have you ever do Internet shopping?

79

41

Did you visit companys website before purchasing electronic 80


product?

42

What are the aspects you look for in internet for information on 82
your preferred brands?

43

Table no1 : Model Summary for advertisement

83

44

Table no 2 : ANOVA

84

45

Table no 3 : Coefficients

84

46

Table no 4 : Model Summary for Other Media

85

47

Table no 5 : ANOVA

85

48

Table no 6 : Coefficients

86

49

Table no 7 : Model Summary for Print media

86

50

Table no 8 : ANOVA

87

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51

Table no 9 : Coefficients

87

52

Table no 10 : Model Summary for Electronic Media

88

53

Table no 11 : ANOVA

88

54

Table no 12 : Coefficients

89

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LIST OF FIGURES
Sr. no

Description

Page
no

Gender

25

Which are your favorite Brand of TV and LCD?

26

Which are your favorite Brand of Refrigerator and Split AC?

28

Which is your favorite Brand of Mobile phone?

29

Why are you picked this Brand?

30

Do you see the ad influence the decision of your brand?

32

Which is you like most of medium of advertisement?

33

Which of the following aspect of the advertisement you remember

35

most?
9

Do you ever recall by any advertisement of your brand?

36

10

Do you depend on advertisement?

37

11

Do you change your inclination of electronic item by seeing big

38

name in a commercial?
12

Do you buy an electronic item on the grounds that your most loved 40
superstar is embracing it?

13

Do you favor when you see a commercial was cost of the

41

electronic item?

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14

Do you influence when you see an advertisement is about benefit

42

of electronic product?
15

Do you prefer when you see an advertisement is about quality of

44

electronic product?
16

Do you prefer when you see an advertisement is about the uses of

45

the electronic product?


17

Do you inclination when you see an advertisement is about need of 47


electronic item?

18

Do you prefer when you get opinion of friends about the electronic 48
product in an advertisement?

19

Do you prefer when you see a celebrity in an advertisement?

50

20

Do you prefer when you see an advertisement is entertainment?

51

21

Why the brand is preferred by the respondent

53

22

From where you get the information about these brands

54

23

If you are looking for data of a brand which media will you

56

favored?
24

Do you rely on advertisement?

57

25

Do you change your though of an electronic item by simply seeing

58

the advertisement?
26

Do you think advertisement is necessary for the purchase of

60

electronic product?

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27

What are the factors which influence your decision for the

61

purchase of electronic product?


28

What is you looking in an advertisement of an electronic product?? 63

29

Do you purchase an electronic product just by getting attracted to

64

product?
30

What is the components in a commercial which will create you

66

improvement your brand loyalty?


31

If you get the name of a brand through commercial what do you

67

review?
32

What are the things that should be highlighted in an advertisement? 68

33

If a product is misinterpreted by your friend would you believe him 70


or go on with your own views?

34

Do you favor setting off to any store just by seeing the offers on

71

hoardings and banners?


35

What is your response to repeated advertisement in TV/ radio?

72

36

How important is Entertainment in advertisement?

74

37

Do you refer Google search before the purchase of electronic

75

product?
38

Does the internet advertisement in the website create brand

76

awareness?

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39

Do you think internet is the most reliable source of information?

78

40

Have you ever do Internet shopping?

79

41

Did you visit companys website before purchasing electronic

81

product?
42

What are the aspects you look for in internet for information on

82

your preferred brands?

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