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PREFRENCE
(A study of different electronic products in Sialkot)
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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
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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
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 _______________________
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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
10
11
12
13
13
10
14
11
15
12
1.3 Objectives
16
13
16
14
16
15
Chapter 2
17
16
17
17
22
18
Chapter 3
23
19
3.1 Methodology
23
20
23
21
3.2.1 Population
23
22
3.2.2 Sampling
24
23
24
24
24
25
24
26
24
27
Chapter 4
25
28
4.1 Analysis
25
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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
26
27
29
30
31
33
36
10
37
11
12
13
.Do you favor when you see a commercial was cost of the 41
electronic item?
14
15
16
17
18
19
50
20
51
21
53
22
54
23
If you are looking for data of a brand which media will you 55
favored?
24
57
25
26
27
What are the factors which influence your decision for the 61
purchase of electronic product?
28
29
30
31
32
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advertisement?
33
34
Do you favor setting off to any store just by seeing the offers on 71
hoardings and banners?
35
72
36
73
37
38
39
77
40
79
41
42
What are the aspects you look for in internet for information on 82
your preferred brands?
43
83
44
Table no 2 : ANOVA
84
45
Table no 3 : Coefficients
84
46
85
47
Table no 5 : ANOVA
85
48
Table no 6 : Coefficients
86
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49
86
50
Table no 8 : ANOVA
87
51
Table no 9 : Coefficients
87
52
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
26
28
29
30
32
33
35
most?
9
36
10
37
11
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
41
electronic item?
14
42
of electronic product?
15
44
electronic product?
16
45
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18
Do you prefer when you get opinion of friends about the electronic 48
product in an advertisement?
19
50
20
51
21
53
22
54
23
If you are looking for data of a brand which media will you
56
favored?
24
57
25
58
the advertisement?
26
60
electronic product?
27
What are the factors which influence your decision for the
61
29
64
product?
30
66
67
review?
32
33
34
Do you favor setting off to any store just by seeing the offers on
71
35
72
36
74
37
75
product?
38
76
awareness?
39
78
40
79
41
81
product?
42
What are the aspects you look for in internet for information on
82
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