Consumer Attitude Towards Web sites

&
Internet Advertising

RESEARCH STUDY

Atif Abbas

Atif Abbas
Research Scholar
atieph@yahoo.com

Survey Methodology
Research Design
Universe of the Survey
Commonwealth Executive Master of Business Administration (CEMBA) Department of
Allama Iqbal Open University (AIOU) (Islamabad) and Study Centers in Rawalpindi and
Lahore {Pakistan}.
Unit of Analysis:
Student of Master of Business Administration & Public Administration.
Time Dimension:
Data was collected in the period of November 2010 – March 2011.
Characteristics of Interest:
Opinion of students on web sites and Internet advertisements.
Mode of Observation:
Survey
Population Size:
Students of CEMBA program in Islamabad (Open University), Rawalpindi and Lahore Study
Centers.
Sampling Unit:
A student
Sample Design:
Two-stage disproportionate stratified random probability sampling. The stratification plan
consisted of Primary and Secondary Sampling Units.
Primary Sampling Unit (PSU) was semesters of CEMBA whereas Secondary Sampling Unit
(SSU) was students within each sample PSU to be selected using simple random sampling
method.
Sample Size:
170
Response Rate:
96%
Data Collection
Technique used was Quantitative: Survey
Collection Procedure: Questionnaire Method
Observation Tool: Questionnaire

The research work is based on a study, ‘Consumer response to Web sites and their influence on advertising
effectiveness’ by Ronald E. Goldsmith and Barbara A. Lafferty.
Commonwealth Executive Master of Business Administration (CEMBA)
Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

3

Survey Demographics Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 4 .

Pakistan 5 .Gender Age Brackets Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 6 .Education Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Semester of CEMBA/CEMPA Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 7 .

Internet and Traditional Media Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 8 .

you have been using Internet? Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.For how long. Pakistan 9 .

you use Internet? Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.For what purpose. Pakistan 10 .

Pakistan 11 .How often you prefer Online shopping to visiting the bazaar? Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 12 .Have you ever: a) Provided Feedback (to Internet retailer) b) Completed a Survey (for Internet retailer) c) Communicated with other Users of a product/service Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Classify time you spend (in a weekday) on the following in percentage: a) Watching TV c) Reading printed Magazine e) Internet b) Listening Radio (over the air) d) Reading printed Newspaper Overall Response and on Gender basis Classification of Hours per Weekday (%) Response on basis of Job Status Classification of Hours per Weekday (%) Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 13 .

Classify time you spend (in a weekend day) on the following in percentage: a) Watching TV c) Reading printed Magazine e) Internet b) Listening Radio (over the air) d) Reading printed Newspaper Overall Response and on Gender basis Classification of Hours per Weekend day (%) Response on basis of Job Status Classification of Hours per Weekend Day (%) Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 14 .

74 1 1. Internet / Web site 2. Newspaper 2. Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.83 1 b. Radio 3.86 3 d.99 5 4.Which medium influences more when used for advertising? Overall response and on Gender basis Responses Overall Male Female Average Ranking Average Ranking Average Ranking a.05 5 3.80 4 3.82 4 3.90 5 e.48 2 2.43 2 2.55 3 2.72 4 * In Graphical Mode highest column narrates medium preferred the most for advertisement.56 3 1.93 2 c. Magazines 3. TV 1.78 1 1. Pakistan 15 .

07 5 Self-Employed Average Ranking 2.68 4 3. Newspaper d.50 2 1.50 3 3. Internet / Web site b.50 2 3.68 1 2.13 2 2.Which medium influences more when used for advertising? Responses on basis of Job Status a. TV c.60 4 3.80 3 2.30 1 2.68 3 2.92 1 1. Magazines e. Pakistan 16 .70 5 * In Graphical Mode highest column narrates medium preferred the most for advertisement.82 5 4. Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.89 4 3. Radio Student Employed Average Ranking Average Ranking 2.

Pakistan 17 .Information on Internet is in access of all. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Seeking information on Internet is convenient in comparison to other mediums. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 18 .

Pakistan 19 .Internet crimes – cause insecurity. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 20 .On Internet. one can privately look at the content one wants to. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Web sites – Ads and Brands Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 21 .

Design of a company’s web site plays major role in online sale. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 22 .

Pakistan 23 . Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.Web Ads are more fascinating.

Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 24 .Web Ads allow access to information with just a click.

Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.Web Ads can immediately develop interest in the product/service. Pakistan 25 .

Pop-ups can increase awareness of the Ad. Pakistan 26 . Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 27 .How often you read banners on web pages. advertising a brand: Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

How often does it happen that you purchased product of a brand after watching advertisement on the web (of that brand)? Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. Pakistan 28 .

Pakistan 29 . the experience: a) Improve your view of the brand b) Detract from it c) Have no effect Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad. on visiting web site of brands.In general.

Pakistan 30 . a) Improved your view of the brand b) Detracted from it 2) Nokia 3) Nike c) Had no effect Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.On viewing Web Ad of the following brands: 1) Nestle the experience.

Pakistan 31 .Internet Advertising Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.Generally. Pakistan 32 . when compared to other media. advertisements on Internet provide more information.

Pakistan 33 .In comparison to Ads on other media. conscious about taking steps because of privacy. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 34 .Ads on Internet cause irritation because of frequent intrusion. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.

Pakistan 35 . Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.Ads on Internet are usually muddled and difficult to read in comparison to ads on other media.

Pakistan 36 .I have to stumble across it. Overall Response and on Gender basis Response on basis of Job Status Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad.Like on television or radio. Internet Ad doesn’t reach me .

org . Commonwealth of Learning (COL) is an intergovernmental organisation created by Commonwealth Heads of Government to encourage the development and sharing of open learning/distance education knowledge. resources and technologies.Commonwealth Executive Master of Business Administration and Public Administration (CEMBA/CEMPA) Programme is the outcome of collaboration between the Commonwealth of Learning (COL) and four open universities in South Asia: Allama Iqbal Open University (Pakistan). Indira Gandhi National Open University (India) and the Open University of Sri Lanka. Courtesy: www. COL is helping developing nations improve access to quality education and training.col. Bangladesh Open University.

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