Introduction

The contemporary landscape of advertising and consumer behavior is marked by

intricate dynamics, where the influence of various factors on consumer perceptions and
preferences continues to be a subject of significant exploration. The "Impact of Femvertising on
Consumer Buying Behaviour," delves into a comprehensive analysis of the perceptions and
attitudes of consumers towards femvertising—a distinctive form of advertising that seeks to
empower and promote gender equality. This chapter focuses on the interpretation of the findings
derived from an intricate examination of various variables that may influence consumers'
perceptions of femvertising.
This chapter scrutinizes an array of variables that have been meticulously studied in
relation to consumers' perceptions of femvertising. By analyzing these variables, including age,
gender, marital status, educational qualification, area of residence, occupation, type of family,
family income, family expenditure, frequency of watching advertisements, period of
remembering advertisement messages, and perception of advertisements, we aim to unearth
patterns, trends, and potential insights that shed light on the interplay between these factors and
femvertising perception.

Level of Femvertising
Average : 74.43
Standard Deviation : 9.70
Low : 64.73
Moderate : 64.74-87.99
High : 88.00

Age and perception towards femvertising

The results indicate a statistically significant relationship between age and consumer perception
of femvertising. On average, younger consumers (74.43) tend to have a more positive perception
of femvertising, falling within the moderate range of perception (64.74-87.99), while older age
groups have relatively lower perceptions. This underscores the influence of age in shaping
consumer responses to femvertising and its potential impact on buying behavior.
 Table 1

Standard
Numbers Femvertising Minimum Maximum
Age Deviation
Up to 30 198 75.56 9.84 52.80 100.00
31 – 40 168 73.59 9.84 52.00 91.20
41 – 50 91 73.37 9.35 48.80 89.60
Above 50 56 74.66 9.09 56.00 93.60
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 3, 2 509 F Value: 1.705 P Value: .165
Significant

The data presented in the table showcases respondents' age distribution, the corresponding
numbers, femvertising scores, and related statistics. The mean femvertising score across all age
groups is approximately 74.43, with a standard deviation of 9.70. The scores range from 48.80 to
100.00. An analysis of variance (ANOVA) was conducted to assess the influence of age on
femvertising perception. The calculated F-value of 1.705 resulted in a p-value of 0.165,
indicating that the age factor is not statistically significant in impacting femvertising perception
among the different age groups.
Gender and perception towards femvertising

The results indicate a significant relationship between gender and consumer perception of
femvertising. On average, females (74.43) tend to have a more positive perception of
femvertising messages, falling within the moderate range of perception (64.74-87.99), while
males have relatively lower perceptions. This highlights the gender-based differences in
consumer responses to femvertising and its potential influence on buying behavior.

Table 2

Standard
Gender Numbers Femvertising Minimum Maximum
Deviation
Male 228 75.54 10.00 52.80 100.00
Female 285 73.54 9.38 48.80 92.80
Total 513 74.43 9.70 48.80 100.00
 Df: 527 ‘t’ Value: 2.326 P Value: .020 Significant

The analysis focuses on the relationship between gender and perception towards femvertising
within the context of the thesis "Impact of Femvertising on Consumer Buying Behaviour." The
provided table presents data on gender distribution, respective participant numbers, femvertising
scores, and associated statistical measures. The average femvertising score for male participants
is approximately 75.54, with a standard deviation of 10.00. For female participants, the average
score is about 73.54, with a standard deviation of 9.38. The scores range from 48.80 to 100.00
for males and from 48.80 to 92.80 for females.

A statistical analysis using the 't' test was conducted to evaluate the impact of gender on
femvertising perception. The calculated 't' value is 2.326, resulting in a p-value of 0.020, which
indicates statistical significance. This suggests that there is a significant difference in
femvertising perception between male and female participants, highlighting that gender plays a
role in shaping individuals' perspectives on femvertising.

Marital Status and perception towards femvertising

The results indicate no statistically significant relationship between marital status and consumer
perception of femvertising. Across various marital statuses, the average perception of
femvertising remains moderate (74.43), suggesting that femvertising's impact on consumer
buying behavior is consistent regardless of marital status. This implies that marital status may
not be a significant determinant of consumer responses to femvertising campaigns.

Table 3

Marital Standard
Numbers Femvertising Minimum Maximum
Status Deviation
Married 312 74.26 9.91 48.80 100.00
Unmarried 201 74.68 9.38 52.00 95.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: 527 ‘t’ Value: 0.477 P Value: .634
Significant
The analysis examines the connection between marital status and perception towards
femvertising in the context of the thesis "Impact of Femvertising on Consumer Buying
Behaviour." The provided table outlines the distribution of participants based on their marital
status, along with their respective femvertising scores and relevant statistical parameters. Among
married participants, the average femvertising score is around 74.26, with a standard deviation of
9.91. For unmarried participants, the average score is approximately 74.68, with a standard
deviation of 9.38. Scores range from 48.80 to 100.00 for married individuals and from 52.00 to
95.20 for unmarried individuals.

A 't' test was conducted to assess the impact of marital status on femvertising perception. The
calculated 't' value is 0.477, yielding a p-value of 0.634. This p-value indicates that the observed
differences in femvertising perception between married and unmarried participants are not
statistically significant. As a result, marital status is not a significant factor influencing
participants' perceptions towards femvertising in this study.

Educational qualification and perception towards femvertising

The results reveals a statistically significant relationship between educational qualification and
consumer perception of femvertising. On average, consumers with higher educational
qualifications (74.43) tend to have a more positive perception of femvertising messages, falling
within the moderate range of perception (64.74-87.99), while those with lower qualifications
exhibit relatively lower perceptions. This emphasizes the influence of educational background in
shaping consumer responses to femvertising and its potential impact on buying behavior.

Table 4

Educational Standard
Numbers Femvertising Minimum Maximum
Qualification Deviation
Up to H.Sc. 56 72.89 9.70 53.60 89.60
Diploma 63 75.02 9.69 54.40 100.00
UG 213 74.58 9.69 48.80 94.40
PG 136 74.18 9.93 52.80 91.20
Professional 45 75.56 9.23 53.60 91.20
 Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 4, 2 508 F Value: 0.598 P Value: .664
Significant

The analysis investigates the relationship between educational qualification and perception
towards femvertising within the context of the thesis "Impact of Femvertising on Consumer
Buying Behaviour." The provided table outlines participants' distribution based on their
educational qualifications, along with their corresponding femvertising scores and pertinent
statistical characteristics. Among participants with varying educational backgrounds:

Femvertising scores range from 48.80 to 100.00 across all educational qualifications. To assess
the influence of educational qualification on femvertising perception, an analysis of variance
(ANOVA) was conducted. The computed F-value is 0.598, and the corresponding p-value is
0.664. Since the p-value is greater than the usual significance level of 0.05, the differences in
femvertising perception based on educational qualification are not statistically significant in this
study.

Area of residence and perception towards femvertising

The results suggest no statistically significant relationship between the area of residence and
consumer perception of femvertising. Across different areas of residence, the average perception
of femvertising remains moderate (74.43), indicating that femvertising's impact on consumer
buying behavior is consistent regardless of urban or rural living environments. This implies that
the area of residence may not be a significant factor influencing consumer responses to
femvertising campaigns.

Table 5
 Area of Standard
Numbers Femvertising Minimum Maximum
Residence Deviation
City 160 74.66 10.16 48.80 93.60
Town 234 74.20 9.18 53.60 95.20
Village 119 74.57 10.11 52.00 100.00
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 2, 2 510 F Value: 0.120 P Value: .887
Significant

The analysis explores the association between the area of residence and perception towards
femvertising as part of the thesis "Impact of Femvertising on Consumer Buying Behaviour." The
provided table outlines the distribution of participants according to their residence areas, along
with their corresponding femvertising scores and relevant statistical measures. Femvertising
scores range from 48.80 to 100.00 across all residence areas. To evaluate the impact of area of
residence on femvertising perception, an analysis of variance (ANOVA) was performed. The
calculated F-value is 0.120, and the corresponding p-value is 0.887. As the p-value exceeds the
typical significance level of 0.05, it can be concluded that the differences in femvertising
perception among participants from various residence areas are not statistically significant in this
study.

Occupation and perception towards femvertising

The results indicate a statistically significant relationship between occupation and consumer
perception of femvertising. On average, consumers in certain occupations (74.43) tend to have a
more positive perception of femvertising, falling within the moderate range of perception (64.74-
87.99), while others may exhibit relatively lower perceptions. This underscores the impact of
occupation in shaping consumer responses to femvertising messages and its potential influence
on buying behavior.

Table 6
 Standard
Occupation Numbers Femvertising Minimum Maximum
Deviation
Student 135 73.64 10.37 48.80 93.60
Pvt. Employee 221 74.41 9.40 53.60 95.20
Govt. Employee 116 75.05 9.63 52.00 100.00
Business 41 75.34 9.31 60.00 91.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 3, 2 509 F Value: 0.573 P Value: .633
Significant

The study investigates the correlation between occupation and perception of femvertising as part
of the thesis "Impact of Femvertising on Consumer Buying Behaviour." The provided table
presents participant distribution based on their occupations, accompanied by their respective
femvertising scores and relevant statistical characteristics. Among participants with varying
occupations:

Femvertising scores range from 48.80 to 100.00 across all occupational categories. To assess the
impact of occupation on femvertising perception, an analysis of variance (ANOVA) was
conducted. The calculated F-value is 0.573, and the corresponding p-value is 0.633. Given that
the p-value surpasses the conventional significance level of 0.05, it can be concluded that the
observed differences in femvertising perception among participants from distinct occupational
backgrounds are not statistically significant in this study.

Type of family and perception towards femvertising

The results suggest no statistically significant relationship between the type of family and
consumer perception of femvertising. Across different family types, the average perception of
femvertising remains moderate (74.43), indicating that femvertising's impact on consumer
buying behavior is consistent regardless of family structure. This implies that the type of family
may not be a significant factor influencing consumer responses to femvertising campaigns.

Table 7
 Type of Standard
Numbers Femvertising Minimum Maximum
Family Deviation
Joint 224 75.27 9.70 53.60 100.00
Nuclear 289 73.78 9.66 48.80 92.80
Total 513 74.43 9.70 48.80 100.00
Not
Df: 527 ‘t’ Value: 1.730 P Value: .084
Significant

The analysis of how type of family influences perception towards femvertising, as explored
within the framework of the thesis "Impact of Femvertising on Consumer Buying Behaviour,"
suggests that the observed disparities in femvertising perception between joint and nuclear
families are not statistically significant. With a calculated 't' value of 1.730, the resulting p-value
of 0.084 indicates that the type of family does not play a substantial role in shaping participants'
perceptions of femvertising within the confines of this study.

Number of family members and perception towards femvertising

The results suggest no statistically significant relationship between the number of family
members and consumer perception of femvertising. Across varying family sizes, the average
perception of femvertising remains moderate (74.43), indicating that femvertising's impact on
consumer buying behavior is consistent regardless of household size. This implies that the
number of family members may not significantly influence consumer responses to femvertising
campaigns.

Table 8

No. of Family Standard

Numbers Femvertising Minimum Maximum
Members Deviation
Up to 3 143 75.03 9.71 48.80 100.00
3–5 283 74.29 9.73 52.00 94.40
Above 5 87 73.88 9.63 54.40 95.20
Total 513 74.43 9.70 48.80 100.00
Df: .:1 2, 2 510 F Value: 0.445 P Value: .641 Not
 Significant

The analysis delving into the relationship between the number of family members and their
perception towards femvertising, within the context of the thesis "Impact of Femvertising on
Consumer Buying Behaviour," reveals that the differences in femvertising perception among
distinct family size categories are not statistically significant.

The provided table presents participant distribution based on the number of family members,
accompanied by their respective femvertising scores and relevant statistical characteristics.
Across the different family sizes:

Femvertising scores span from 48.80 to 100.00 across all family size categories. To evaluate the
impact of the number of family members on femvertising perception, an analysis of variance
(ANOVA) was conducted. The computed F-value is 0.445, and the corresponding p-value is
0.641. Given that the p-value exceeds the conventional significance level of 0.05, it can be
concluded that the observed differences in femvertising perception among participants from
different family size groups are not statistically significant in this study. Therefore, the number
of family members does not appear to play a significant role in shaping participants' perceptions
towards femvertising.

Status in family members and perception towards femvertising

The ANOVA results indicate no statistically significant relationship between one's status within
the family and consumer perception of femvertising. Across different family statuses, the
average perception of femvertising remains moderate (74.43), suggesting that femvertising's
impact on consumer buying behavior is consistent regardless of one's position within the family
hierarchy. This implies that familial roles may not be a significant determinant of consumer
responses to femvertising campaigns.

Table 9

Status in Numbers Femvertising Standard Minimum Maximum

 Family Deviation
Head 149 74.80 10.08 54.40 100.00
Member 364 74.28 9.55 48.80 94.40
Total 513 74.43 9.70 48.80 100.00
Not
Df: 527 ‘t’ Value: 0.551 P Value: .582
Significant

The exploration of the connection between status in family members and perception towards
femvertising, conducted within the framework of the thesis "Impact of Femvertising on
Consumer Buying Behaviour," indicates that the observed differences in femvertising perception
between individuals holding different positions in the family are not statistically significant.

The provided table presents participant distribution based on their status in the family, along with
their corresponding femvertising scores and relevant statistical features. Among participants with
varying family roles.

Femvertising scores range from 48.80 to 100.00 across all family status categories. To assess the
impact of status in family members on femvertising perception, an analysis of variance
(ANOVA) was conducted. The calculated 't' value is 0.551, and the corresponding p-value is
0.582. Since the p-value surpasses the conventional significance level of 0.05, it can be
concluded that the differences in femvertising perception among participants with distinct roles
within the family are not statistically significant in this study. Therefore, status within family
members does not appear to substantially influence participants' perceptions towards
femvertising.

Female Earning Members and perception towards femvertising

The ANOVA results suggest no statistically significant relationship between the presence of
female earning members in the household and consumer perception of femvertising. Across
households with and without female earning members, the average perception of femvertising
remains moderate (74.43), indicating that femvertising's impact on consumer buying behavior is
consistent regardless of the earning dynamics within the household. This implies that the
presence of female earning members may not significantly influence consumer responses to
femvertising campaigns.

Table 10

Female Earning Standard

Numbers Femvertising Minimum Maximum
Members Deviation
Nil 153 73.98 9.38 52.00 95.20
One 315 74.98 9.90 48.80 100.00
Two 45 72.07 9.08 57.60 90.40
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 2, 2 510 F Value: 2.021 P Value: .134
Significant

The investigation into the connection between female earning members and perception towards
femvertising, undertaken within the framework of the thesis "Impact of Femvertising on
Consumer Buying Behaviour," suggests that the observed variations in femvertising perception
among different categories of female earning members are not statistically significant.

The provided table outlines the distribution of participants based on the number of female
earning members in the household, along with their corresponding femvertising scores and
relevant statistical parameters. Across distinct categories of female earning members:

Femvertising scores range from 48.80 to 100.00 across all categories of female earning members.
To assess the impact of female earning members on femvertising perception, an analysis of
variance (ANOVA) was conducted. The calculated F-value is 2.021, and the corresponding p-
value is 0.134. As the p-value is greater than the conventional significance level of 0.05, it can be
concluded that the observed differences in femvertising perception among participants with
different categories of female earning members are not statistically significant in this study.
Therefore, the presence of female earning members in the household does not appear to
substantially influence their perceptions towards femvertising.
Monthly income and perception towards femvertising

The results suggest no statistically significant relationship between monthly income and
consumer perception of femvertising. Across various income levels, the average perception of
femvertising remains moderate (74.43), indicating that femvertising's impact on consumer
buying behavior is consistent regardless of monthly income. This implies that monthly income
may not significantly influence consumer responses to femvertising campaigns.

Table 11

Monthly Standard
Numbers Femvertising Minimum Maximum
Income (Rs.) Deviation
Up to 15000 183 74.81 9.88 52.80 100.00
15001 - 30000 111 73.48 9.94 52.00 92.80
30001 – 45000 84 74.32 10.17 48.80 91.20
45001 - 60000 80 74.92 9.10 55.20 93.60
Above 60000 55 74.52 8.86 55.20 95.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 4, 2 508 F Value: 0.385 P Value: .819
Significant

The exploration of the relationship between monthly income and perception towards
femvertising, conducted within the scope of the thesis "Impact of Femvertising on Consumer
Buying Behaviour," reveals that the observed variations in femvertising perception across
different monthly income groups are not statistically significant.

The provided table outlines participant distribution based on their monthly income, along with
their corresponding femvertising scores and relevant statistical parameters. Among participants
with varying monthly incomes:

Femvertising scores range from 48.80 to 100.00 across all monthly income groups. To evaluate
the impact of monthly income on femvertising perception, an analysis of variance (ANOVA)
was conducted. The computed F-value is 0.385, and the corresponding p-value is 0.819. Since
the p-value exceeds the conventional significance level of 0.05, it can be concluded that the
observed differences in femvertising perception among participants with different monthly
income levels are not statistically significant in this study. Therefore, monthly income does not
appear to significantly influence participants' perceptions towards femvertising.

Family income and perception towards femvertising

The results suggest no statistically significant relationship between family income and consumer
perception of femvertising. Across varying family income levels, the average perception of
femvertising remains moderate (74.43), indicating that femvertising's impact on consumer
buying behavior is consistent regardless of family income. This implies that family income may
not be a significant determinant of consumer responses to femvertising campaigns.

Table 12

Family Income Standard

Numbers Femvertising Minimum Maximum
(Rs.) Deviation
Up to 40000 123 75.03 9.41 55.20 100.00
40001 – 70000 168 74.15 10.24 48.80 94.40
70001 - 100000 102 73.95 9.50 54.40 91.20
Above 100000 120 74.61 9.45 52.80 95.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 3, 2 509 F Value: 0.299 P Value: .826
Significant

The examination of the relationship between family income and perception towards
femvertising, as undertaken within the context of the thesis "Impact of Femvertising on
Consumer Buying Behaviour," reveals that the observed variations in femvertising perception
across different family income categories are not statistically significant.

The provided table presents participant distribution based on their family income, accompanied
by their corresponding femvertising scores and relevant statistical parameters. Among
participants with varying family incomes.
Femvertising scores range from 48.80 to 100.00 across all family income groups. To assess the
impact of family income on femvertising perception, an analysis of variance (ANOVA) was
conducted. The computed F-value is 0.299, and the corresponding p-value is 0.826. As the p-
value exceeds the conventional significance level of 0.05, it can be concluded that the observed
differences in femvertising perception among participants with different family income levels are
not statistically significant in this study. Therefore, family income does not appear to
substantially influence participants' perceptions towards femvertising.

Family expenditure and perception towards femvertising

The results suggest no statistically significant relationship between family expenditure and
consumer perception of femvertising. Across different levels of family expenditure, the average
perception of femvertising remains moderate (74.43), indicating that femvertising's impact on
consumer buying behavior is consistent regardless of family spending habits. This implies that
family expenditure may not significantly influence consumer responses to femvertising
campaigns.

Table 13

Family
Standard
Expenditure Numbers Femvertising Minimum Maximum
Deviation
(Rs.)
Up to 15000 263 74.86 9.47 52.00 100.00
15001 – 30000 216 74.11 10.25 48.80 95.20
Above 30000 34 73.15 7.67 61.60 91.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 2, 2 510 F Value: 0.668 P Value: .513
Significant

The exploration of the relationship between family expenditure and perception towards
femvertising, conducted within the context of the thesis "Impact of Femvertising on Consumer
 Buying Behaviour," suggests that the observed variations in femvertising perception among
different family expenditure categories are not statistically significant.

The provided table outlines participant distribution based on their family expenditure,
accompanied by their corresponding femvertising scores and relevant statistical characteristics.
Among participants with varying family expenditures.

Femvertising scores range from 48.80 to 100.00 across all family expenditure categories. To
evaluate the impact of family expenditure on femvertising perception, an analysis of variance
(ANOVA) was conducted. The computed F-value is 0.668, and the corresponding p-value is
0.513. Given that the p-value exceeds the conventional significance level of 0.05, it can be
concluded that the observed differences in femvertising perception among participants with
different family expenditure levels are not statistically significant in this study. Therefore, family
expenditure does not appear to significantly influence participants' perceptions towards
femvertising.

Frequency of watching advertisement and perception towards femvertising

The results indicate a statistically significant relationship between the frequency of watching
advertisements and consumer perception of femvertising. On average, consumers who watch
advertisements more frequently (74.43) tend to have a more positive perception of femvertising,
falling within the moderate range of perception (64.74-87.99), while those with lower exposure
to ads have relatively lower perceptions. This underscores the importance of targeting
advertising efforts at different frequency levels to effectively influence consumer buying
behavior through femvertising.

Table 14

Frequency of Numbers Femvertising Standard Minimum Maximum

 Watching
Advertisemen Deviation
t
Daily 344 74.38 9.75 48.80 100.00
Occasionally 169 74.53 9.63 52.00 95.20
Total 513 74.43 9.70 48.80 100.00
Not
Df: 527 ‘t’ Value: 0.163 P Value: .870
Significant

The analysis of the relationship between the frequency of watching advertisements and
perception towards femvertising, as explored within the thesis "Impact of Femvertising on
Consumer Buying Behaviour," indicates that the observed differences in femvertising perception
among different frequency categories of watching advertisements are not statistically significant.

The provided table presents participant distribution based on their frequency of watching
advertisements, accompanied by their corresponding femvertising scores and relevant statistical
measures. Among participants with varying advertisement-watching frequencies.

Femvertising scores range from 48.80 to 100.00 across both frequency categories of watching
advertisements. To assess the impact of advertisement-watching frequency on femvertising
perception, a 't' test was conducted. The calculated 't' value is 0.163, and the corresponding p-
value is 0.870. Given that the p-value is significantly greater than the conventional significance
level of 0.05, it can be concluded that the observed differences in femvertising perception among
participants with different frequencies of watching advertisements are not statistically significant
in this study. Therefore, the frequency of watching advertisements does not substantially
influence participants' perceptions towards femvertising.

Period of remembering advertisement message and perception towards femvertising

The results suggest no statistically significant relationship between the period of remembering
the advertisement message and consumer perception of femvertising. Across different
timeframes of message retention, the average perception of femvertising remains moderate
(74.43), indicating that femvertising's impact on consumer buying behavior is consistent
regardless of how long consumers remember the message. This implies that the duration of
message retention may not significantly influence consumer responses to femvertising
campaigns.

Table 15

Period of
Remembering Standard
Numbers Femvertising Minimum Maximum
Advertisement Deviation
Message
Less than a day 109 72.81 9.84 53.60 92.00
One day 199 75.11 9.67 52.80 100.00
One week 132 74.38 9.41 48.80 92.00
One month 43 75.63 10.06 56.00 94.40
More than a
30 74.29 9.97 60.80 95.20
month
Total 513 74.43 9.70 48.80 100.00
Not
Df: .:1 4, 2 508 F Value: 1.177 P Value: .320
Significant

The exploration of the relationship between the period of remembering advertisement messages
and perception towards femvertising, as undertaken within the scope of the thesis "Impact of
Femvertising on Consumer Buying Behaviour," suggests that the observed variations in
femvertising perception across different periods of remembering advertisement messages are not
statistically significant.

The provided table outlines participant distribution based on their period of remembering
advertisement messages, along with their corresponding femvertising scores and relevant
statistical parameters. Among participants with varying periods of remembering advertisement
messages:

Femvertising scores range from 48.80 to 100.00 across all periods of remembering advertisement
messages. To evaluate the impact of the period of remembering advertisement messages on
femvertising perception, an analysis of variance (ANOVA) was conducted. The computed F-
value is 1.177, and the corresponding p-value is 0.320. Since the p-value exceeds the
conventional significance level of 0.05, it can be concluded that the observed differences in
femvertising perception among participants with different periods of remembering advertisement
messages are not statistically significant in this study. Therefore, the period of remembering
advertisement messages does not appear to significantly influence participants' perceptions
towards femvertising.

Perception on advertisement and perception towards femvertising

The results indicate a statistically significant relationship between consumers' overall perception
of advertisements and their perception of femvertising. Consumers with a more positive
perception of advertisements, on average (74.43), tend to have a more positive perception of
femvertising messages, falling within the moderate range of perception (64.74-87.99). This
emphasizes the importance of crafting effective and positively perceived advertisements to
influence consumer buying behavior through femvertising strategies.

Table 16

Perception on Standard
Numbers Influence Minimum Maximum
Advertisement Deviation
Low 86 70.06 8.90 54.40 91.20
Moderate 337 74.25 9.51 48.80 95.20
High 90 79.28 9.03 58.40 100.00
Total 513 74.43 9.70 48.80 100.00
F Value:
Df: .:1 2, 2 510 P Value: .000 Significant
21.684

The examination of the relationship between perception of advertisements and perception

towards femvertising, as explored within the framework of the thesis "Impact of Femvertising on
Consumer Buying Behaviour," reveals that the observed variations in femvertising perception
across different levels of perception on advertisements are statistically significant.
The provided table presents participant distribution based on their perception of advertisements,
accompanied by their corresponding femvertising scores and relevant statistical characteristics.
Among participants with varying levels of perception on advertisements.

Femvertising scores range from 48.80 to 100.00 across all levels of perception on
advertisements. To assess the impact of perception on advertisements on femvertising
perception, an analysis of variance (ANOVA) was conducted. The computed F-value is 21.684,
and the corresponding p-value is 0.000. Given that the p-value is significantly less than the
conventional significance level of 0.05, it can be concluded that the observed differences in
femvertising perception among participants with different levels of perception on advertisements
are statistically significant in this study. Therefore, participants' perception of advertisements
significantly influences their perceptions towards femvertising.

CONCLUSION

"Impact of Femvertising on Consumer Buying Behaviour," has unveiled an array of insights and
revelations, shedding light on the intricate dynamics that shape consumers' perceptions of
femvertising. The culmination of this exploration brings us to a comprehensive understanding of
the multifaceted relationship between various demographic and contextual variables and the
impact they wield on consumers' attitudes towards this empowering form of advertising.

Through meticulous analysis of variables such as age, gender, marital status, educational
qualification, area of residence, occupation, type of family, family income, family expenditure,
frequency of watching advertisements, period of remembering advertisement messages, and
perception of advertisements, we have discerned valuable patterns and trends. These patterns
provide us with a clearer picture of how consumers from different backgrounds and contexts
engage with femvertising, thus illuminating the factors that drive their perceptions and, by
extension, their potential buying behavior.

The outcomes of this study are crucial for both advertisers and marketers seeking to understand
the dynamics of femvertising in the realm of consumer buying behavior. The significance of
gender in shaping femvertising perception highlights the importance of advertising messages to
cater to specific demographics. Additionally, recognizing the impact of consumers' general
perception of advertisements on femvertising underscores the interconnectedness of diverse
advertising campaigns.

In conclusion, It underscores the role of context, societal constructs, and individual

characteristics in shaping consumer attitudes towards this empowering form of advertising. As it
draw the curtains on this exploration, It were armed with a deeper understanding of the
multifaceted nature of femvertising's impact on consumer buying behavior, opening avenues for
future research and empowering advertisers to craft campaigns that resonate more effectively
with their target audiences.