Marketing Research & Analytics

Gallup Pakistan conducted a survey about the preferences of customers to know how much
advertisements play an important role in purchasing a biscuit brand. The results depicted
that 39% had bought biscuits by getting influenced by advertisement, while 49% said that
advertisements don’t play a role in buying biscuits while 12% said that they don’t know if
advertisements play an important role in buying biscuit brands or not.
To check the validity of this survey, I conducted a survey in which I showed 5 respondents an
advertisement (experimental group) about Sooper biscuits and then asked if it influences them
to buy Sooper biscuits. I also asked 5 respondents if advertisements influence them to buy
Sooper biscuits (control group).

Control Group
4 out of 5 respondents (80%) of the control group responded that advertisements influence them
in buying Sooper biscuits. Only 1 respondent (20%) respond that advertisement doesn’t
influence him/her in purchasing Sooper biscuits.4 out of 5 respondents (80%) of the control
group responded that they like the Sooper biscuit, while only 1 respondent (20%) respond that
he/she doesn’t like Sooper biscuit. It was also asked from respondents how likely they would buy
Sooper biscuits. 2 out of 5 (40%) respond that they would buy it anyways however 3
respondents (60%) respondents respond that it depends on their mood if they want to buy Sooper
biscuit or not. Results can also be analyzed in Appendix (dig 1,2 & 3). 

Experimental Group
3 out of 5 respondents (60%) of the experimental group respond that advertisements influence
them in buying Sooper biscuit. 2 respondent (40%) respond that advertisement doesn’t influence
him/her in purchasing Sooper biscuit.3 out of 5 respondents (60%) of the experimental group
respond that they like the Sooper biscuit, while only 2 respondents (40%) respond that he/she
doesn’t like the Sooper biscuit. It was also asked from respondents how likely they would buy
Sooper biscuits. All 5 respondents (100%) respond that it depends on their mood if they want to
buy Sooper biscuit or not. Results can also be analyzed in Appendix (dig 4,5 & 6).

Analysis
There is a difference in statistics when comparing the results of the control and experimental
group with the survey that Gallup Pakistan conducted. Influence of advertisement on buying
biscuits increases by 25% in the case of the experimental group and gets double (50%) if we
compare it to the numbers, we get in the Gallup Pakistan survey. 12% of respondents don’t even
know if advertisements help them in buying biscuits or not. For such people, advertisements
don’t mean much to them and those people buy biscuits based on interest.

It is a general perception that advertisements help in the increasing number of sales of a product,
but the trend we observed in the survey of Gallup Pakistan was very different from what is
normally observed. Advertisements always create a psychological effect on buying behavior of
the customer. They create a positive image in minds of customers and get their attention. An
interesting, informative, and entertaining advertisement always attracts customers to buy the
product. In the case of Gallup Pakistan, it might be possible that the advertisement that was
shown to respondents wasn’t appealing so most of the respondents respond that they don’t want
to buy that biscuit after watching that advertisement, while in the case of Sooper biscuit the
advertisement is entertaining and appealing. In that advertisement, the qualities of biscuits have
been described with music in the background which is representing a good mix. Most of the
respondents decided to buy Sooper biscuits after getting influenced by the advertisement.

In the case of the Gallup survey, it is possible that the advertisement of biscuit brand that was
shown to the respondent wasn’t popular so most of the respondents respond negatively and in the
case of Sooper biscuit, the advertisement is popular, so respondents get influenced by the
advertisement and showed their interest in buying Sooper biscuit after the advertisement.

Advertisements create awareness in minds of customers and influence them to buy the product.
In the Gallup Pakistan survey, it might be possible that respondents didn’t take that
advertisement seriously and responded against buying the biscuit brand.

Availability is another issue that might be the problem. In the biscuit advertisement it was shown
to the respondents of Gallup Pakistan, it is possible that the biscuit isn’t commonly available
while Sooper biscuit can easily be found on shelves of large superstores and even in a small
retail shop as well.

It is important to understand in what form the advertisement takes place. The advertisement that
Gallup Pakistan showed to its respondents, it is possible that the respondents have seen that
advertisement for the first time, so they respond that the advertisement didn’t influence them to
buy that biscuit brand, but in the case of Sooper biscuit, its advertisement is available
everywhere. Advertisements of Sooper biscuits are available in newspapers, television, and
social media as well. We commonly observe advertisements of Sooper biscuits on billboards
while traveling on roads.

Advertisement can only make a difference if it is different from other advertisements and defines
the true picture of what qualities the product possesses. Maybe the advertisement that was shown
to the respondents of the Gallup Pakistan survey doesn’t depict the true qualities of that biscuit
so respondents respond against that advertisement while in the Sooper biscuit advertisement, it is
clearly shown that the biscuit is made up of fresh milk and eggs and that might be the reason that
it influenced the respondents to buy Sooper biscuit.

It’s important to understand how much is spent on making an advertisement. To make an

attractive and effective advertisement, large capital is always a requirement. It is possible that the
advertisement that was shown to respondents of Gallup Pakistan, wasn’t a good advertisement
(lack of capital might be the reason) that it didn’t attract the respondents and influenced them.
Peek Freans Sooper has spent a large capital in making the advertisement. The hiring of a good
musician who can give music in the background which attracts everyone. Respondents of the
Sooper biscuit advertisement find the advertisement interesting because it was well directed, and
it influenced them to buy Sooper biscuit after watching that advertisement.

There were respondents in control group who responded that they would buy Sooper biscuit in
any situation, that is customer loyalty which Sooper biscuit had created in minds of that
customers. Customer loyalty can only be created if the company delivers a product exactly as
same what it shows in its advertisements.
Respondents of experimental group respond that it depends on their mood if they would buy
Sooper biscuit or not, which shows us that advertisement might have or haven’t any impact on
their decision making of buying Sooper biscuit.

I scrapped some of the comments from the advertisement of Sooper biscuit which show us that
how much association people have with this advertisement and how much it realizes them of
their old days. Comments can be analyzed in Appendix. 

Appendix

Control Group
Experimental Group