Chapter 1:

1.1 Introduction:
The topic which I have selected for my project is the impact of advertisement on
consumer brand preference. This research shows how the advertising is created
impact on consumer brand preferences. I take different electronic products like TV,
LCD, Mobile, Refrigerators, and Split AC of different brands in Sialkot city. My study
is based on how consumers are preferred brand through advertisements and how its
mode of advertisement is useful for brand preference. Celebrity endorsement is also
consider because its create brand recognition and brand preference. Every good
companies are invested a lot of money on advertisement of electronic products in
Sialkot. Advertisement main purpose is to create sale of the companies. It is very
important for the companies whether its advertisement is useful or not, so in order to
check the consumer brand preference influence on advertisement. So researcher takes
that topic as a problem statement.
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.
Advertisement is a communication type with various customers sells the products and
services. It is normally convey the message of brand of products and services and use
of these products and services. However advertisement is trying to influence the buyer

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of good and service to acquisition or to spend more of a specific brand. Mostly

products or services are advertised to create brand knowledge and awareness in the
mind of the customers. Some advertisement industry uses various types mode of
communication or source for advertisement are TV, radio, magazine, internet,
websites, newspapers, magazines, bill boards, hoarding etc. Advertisement is an
important aspect of communication to creating brand image in the mind of customers.
They attract the valuable customers to purchase the products or services of the
particular

brand.

Advertisement play important role in the current globally high competing. An

advertisement career in the marketing field is quite attractive and meets new
challenges every day with different agencies of advertisement. Every types of
company whether its spiritual, sports, producing, manufacturing, or brands uses
different mode of advertisement to build up its products or services. All of the
companies target the appropriate customers or areas to promote its products or
services. The salary in advertisement business is quite high with the commission. On
the off chance that you have the marketing skill and know how to influence the client
then you achieve at the top. It is an exceedingly standard business for an
innovativeness and development work force who can meet work-weight in a dynamic
world. Today, shiny new regions are shows up inside of advertising the brand like the
event administration, the image administration, the web promoting and so on. The
Event administration where festivities product show through ad, Image administration
whereas particular figure of a sole or a gathering of organizations is promotes. Web
promoting changes the tremendous things in promotion as Internet imply that one is
given to a select social occasion of group rather than a mass gathering of crowd.
These days support of superstar is most popular in advertisements. Almost every

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company does advertisement its products with celebrity to target the mind of potential
customers. Celebrity endorsements create brand building process in the mind of
customer and thats attracting them to purchase their brand.
Today, commercial can be characterize as trading data system, an acquiring
component, a showcasing instrument, a financial and social component, an a public
component or an information and a change component (Arens, 1996).
In my point of view, now a days with rapid increase in technology every customer
wants to purchase the product of brand which gave more comfort. Now a day
companies selling its products through advertisement, they are using the different
media like, hoarding, internet, Facebook, Twitter, Tumbler, billboard, poster etc. to
provide the complete knowledge about products. But Todays Company presents its
products through celebrities because customer has influenced with the celebrity using
its product. People prefer brands product through advertisement. In Pakistan
Dawlance electronic products like refrigerator and split Ac introduce by Pakistani
models and actress Zainab Qayyum, Maya Ali and many more. Haier present its
product of every kind through local models of Pakistan. Pel introduce its product
through Hadiqa Qiyani. Samsung promote its mobile phone by Humaima Malik and
coke studio musician. Nokia present mobile phone through Shahrukh Khan,
QMOBILE presents its product through Shahid Khan Afridi, Sonam Kapoor, Atif
Aslam, Kareena Kapoor or other celebrity because he has a great popularity in the
society so its a very good source for advertising and selling the products.

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1.1.1 DEFINITION OF ADVERTISING:

Advertisement word is arriving from a Latin classic word advertises which power to
direction toward. The glossary significance of the Advertisement is "to give open
notification or to distribute publicly. 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. The Marketing Association of American, Chicago, has
portrayed commercial as "Any strategy for non-singular presentation or expansion of
contemplations, stock or focus, by center backing."

1.1.2 Medium of advertisement:

Print Media:
Print media was generally used as a tool of advertisement by businessperson. Print
media is very popular in Sialkot city. It includes advertisement through newspaper,
pamphlets, magazines, diaries, and so on; it is also called press advertisement.

A) Newspapers:
Everyone can be going through Newspaper on daily or vocational bases. In our nation
newspaper are distributed in English, Urdu and other languages. This is the good
collective source of news, thoughts and ongoing occasions. Also, Newspapers was
very common source of advertisement. The publicist conveys his thought or message
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over newspaper which extent to a great many individuals. This is cheap way of
advertisement.
Advantages:
Daily papers routinely have broad stream and a single commercial in the
newspaper can rapidly reach to countless.
The expense incurred on publicizing is moderately low because of wide
distribution.
Generally daily papers are distributed every day. In this way, the same
commercial can be rehashed regularly and remind pursuer consistently.
Newspapers are appropriated from diverse locales and in distinctive
languages. Hence, they give more decision to sponsor's to approach the
business sector, locale and pursuers through neighborhood or territorial and
national languages.
Limitations:
Due to changing trend the newspapers are read not long after sometimes they
are gotten and afterward are kept in some corner of the houses. The next day
we get a new daily paper and this makes the life of the newspaper short.
Peoples read newspapers for the news and give less attention to the
advertisement.
Newspaper advertising does not benefit for those persons who are illiterate
cannot read.

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A Magazine Advertising:
Magazine advertising involve advertising in regional level and national level
magazines. Magazines present a sufficient way to advertising the brand for the
business. These whole Magazines have a large number of readers and publish weekly
or monthly. So, published advertisements in magazines reach them a number of
peoples.
Advantages:
Magazines have a great life than a newspaper. Magazines are saved for a
longer time to be mention in future or read at relaxation or read once more, at
whatever point needed.
Magazines have a huge reader so publicists can think about their target
customers and in like manner particular advertisements are given.
Limitations:
Advertising in Magazines is costly than newspaper.
The small quantities of individuals than newspapers who reach the magazines
advertisement.
The advertisement segments are given much early; henceforth a minute ago
change is unrealistic. So this reduces time flexibility.

Electronic Media:
Todays electronic media was very popular form of advertising in the modern day of
marketing. Its include television, Internet and Radio.

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A) Radio Advertising:
Everyone knows about the radio and hearing advertisements for different items in it.
In radio programme there are some short breaks during live transmission of any
system which is filled by advertisements of products and services. Advertisers also
finance the popular programs by advertisement. It is an old method of advertisement.
Advantages:
It is more effective for people who hear it on a regular basis.
It is also helpful to illiterates peoples those who cannot know read and write.
Sometimes newspapers reading may not possible due to any reason, however
you can hear radio. For instance, you can hear radio while driving the car on
the road; however you can't read newspaper.
Limitations:
A consistent audience may keep in mind what he has listened. Anyway,
infrequent audience members have a high tendency to not be able to remember
what they have heard in Radio.
In comparison to Television, Radio is less powerful due to visual impact.

A TV Advertising:
With fast development of information innovation and electronic media, television
stands first in the list of the media of advertisement. Television has created best effect
as it engages physically with both eyes and the ears.

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Advantages:
It is has an audio-visual impact which is most effective.
TVs advertisement with celebrity endorsement, slogans, songs and
entertainment sequences, exhibiting products, TV advertisement has a long
term impact in the mind of customers.
Advertisers have a lot of choice due to varieties of channels and programme to
select the channel and time to advertise its products and services.
Limitations:
TV ads are costly to prepare and get ready as well as to broadcast.
Every manufacturer almost trying to convey their message through TV
advertising, so these impacts create decreasing the viewers of ads. These days
people get irritate to watch ads on TV programme and change the channels
whenever there is a commercial break.

A Internet:
Todays, it is the most recent strategy for exchanging ideas and collects information. If
you have an electronic devices and which has an access to internet you can collect
information from anywhere throughout the world with a micro second. With internet
you can go through to the site of any manufacturer or service provider to collect
information. Sometimes peoples do not have a website addresses. These people take
help from search engines or portals. Today virtually all the search engines or portals
of diverse manufactures or service providers advertise their products.

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Advantages:
Everywhere you can collect Information from the world is made reachable at
the access way.
Consumer can perceive the advertisement at personal home and according to
the need.

Limitations:
Internet is not reachable to any persons without a PC or internet access
products.
Some is not very right for general people.
It is not appropriate for illiterate persons who dont have information of
internet.

Other Media:
Wholly media of advertisement discussed above are largely used by consumers
though they are at home-based or under a roof of any place, eliminating radio set and
newspapers or publications to some extent. Furthermore in all these media, the
customer has to pay specific cash to get to the commercial. Still, there are some
different sorts of media accessible, someplace the customer has to spend nil and he
can watch such advertisements while outside. These advertisements stand gift items,
posters, vehicular back displays, hoardings, etc.

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A) Hoardings:
Although walking or going on the road, you must have seen vast hoardings put on
hard boards or rooftop height or ramparts of building. These are the normal panels on
which advertisements are flex printing or electronically shaped designed so that they
are seeable during daytime or nighttime. The promoters have to pay decent amount as
a rent to the landlords for the space, where the advertisements are fixed.

B) Posters:
Posters are usually published and place on ramparts, structures, bridges etc. to bring
the consideration of customers. Posters of electronic products are very low view in
our nation.

C) Vehicular displays:
You have been seen commercials on the public vehicle like vans, rickshaw, etc.
Dissimilar hoardings these automobiles give flexibility to commercials and cover a
great quantity of people.

1.1.3 IMPORTANCE OF ADVERTISEMENT:

Advertisement is very important nowadays for every product or services in the world.
Typically, promoting is an ease method for transmission offering correspondences to
different imminent clients. It can make join for agents and middle people by
considerable individual who peruses the interest of more information and by
perceiving outlets dealing with the thing. It jars quality middle people to store the
item by structure shopper mindfulness. It can advantage trait merchant's business
people in thing uses and capacities. It can build dealer and client fearlessness in the
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business and its items by building learning. Publicizing is to make commercial center
interest. Its created demand of product for prospective customers and encourages
using the respected products. Advertisement is efficiently used different method for
the sales of product like door to door selling, personal selling or franchised based
selling of product.
Advertisement has developed more significant to commercial enterprises for equally
little and enormous. Advertisement is genuine enormous financial significance as
well. Advertisement methods that expand the quantity of units sold stimulate
economies in the assembling procedure. The assembling expense every unit of yield is
decrease. It thusly prompts decrease costs. Diminishing buyer costs then permit these
items to wind up accessible to more individuals. Moreover, the cost of newspapers,
professional games radio, TV programme and expert games, and so forth may be
costly without advertisement.

1.1.4 Brand preference:

Individuals are started to develop likings on an extremely startup age. In range of a
few item sorts, enormous purchasers have an accumulation of brands that include
their most loved set. There are the four or five dynamic businesses denote the buyer
will consider once creation a purchase. At the supposition once fabricating inclination,
the first objective is situated by the customer's inclination and by then to travel
forward the arrangements of chain of importance to add to the brand purchasers
supports the most their up commercial center brand. Procurement and control
shopper inclination is a battle that is not ever genuinely won. In all sort of item,
purchaser has extra choices, extra additional data and propelled longings than by at
some point previously. Toward move purchasers from exploratory to inclination,
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brands fundamental to convey their worth proposition what costumer needed, as well
as attraction available to someone different from the purchaser's existing favorite set.
Estimating, limited time arrangements and item accessibility all have incredible effect
on the position of our image in the shopper's most loved set. The brands potential
must be fulfilled by ceaselessly strengthening its clear quality, up business sector
identity and pertinence to the client. The same marking exercises that drive care in
like manner commute inclination. Additionally, however care just won't accomplish
inclination; it will improve the brands possible for constructing and maintaining
preference.

1.1.5 Brand Preference choice criteria:

Brand preference is choosing six criteria. The first three factor are classify as Brand
building in relations of in what way built up the brand favorite and preceding three
categorized are recognized as Defensive for the reason that it well-maintained in the
expression of diverse chance or diverse brands accessible in the market.
Memorable: How the certain brand recognized or recalled simply?
Meaningful: how much specific brand amount prefer in comparable
classification? Ensures it recommend approximately about a product
component or the category of person who might practice the brand?
Likeability: In what way to engage philosophy of customer to discovers the
brand factor? Is it naturally likeable visually, spoken and in other ways?
Transferable: Can be used to announce the brand factor of different product in
the similar or diverse classifications?

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 Adaptable: In what way the brand factor is versatile or flexible and updatable?
Protectable: In what way the brand factor lawfully protectable? In what way
reasonably protectable?

1.1.6 Brand Endorsement by Celebrities:

Nowadays celebrities endorsement is very popular for promoting product of brands.
Every company introduce new electronic product by celebrities into the market. Every
companies uses celebrities recognition to support a product or services. These
celebrities market the product through television or radio ads, large hoarding, and so
on. Furthermost companies use celebrities in their presentation in confidences that it
will drive up sales and have an optimistic impression on incomes. There are some
benefit which drives from celebrities endorsement like positioning, attracted new
customers, awareness of new product, and influences customer purchasing.

1.1.7 What is consumer brand preference?

Brand awareness measures the openness of the brand in mind of customer. Brand
awareness can be measured over brand recall or brand recognition. Measurement of
brand trustworthiness in which a consumer will indicate a specific brand in vicinity of
contending brands, however willpower acknowledge alternatives uncertainty that
brand is not accessible. The buyer favors a particular Brand but he can think for other
brand which is next in his preference schedule.
All kind of marketing starts with the customer. So customer is a very meaningful
person to a marketer. Customer chooses what to buy, how to buy, for whom to
purchase, why to purchase, after anyplace to purchase, and in what approach to
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purchase. Worthy to build up a prosperous sales representative, he fundamental

comprehend the taste or opposing the client. He vital additionally comprehend the
period and the measure of merchandise and administrations, a buyer may purchase,
likewise that he may stock the products or give the administrations as per the tastes of
the clients. Right now the whole thought of client's strength succeeds. The producers
make and the merchants exchange whatever the client appreciates. Famous this
rationale, client was the most noteworthy persons in the commercial center.
The learning of the buyer most loved is not simply concentrate on in what way and
why purchasers settle on buying judgment decision, furthermore focuses on in what
way and why buyers has a mixture a choice of the items they buy and their evaluation
of these things a while later use. Subsequently for accomplishment of some
association or creation advancement it is identical crucial to go before its center to
shopper top pick.

1.1.8 Acceptance of Consumer:

A client may recognize the occasion of a particular amount of every year supply
breaks determined a clear rate.
Adjusting needs or top choices in disagreement of gave item or administration
properties achieves the balance of satisfaction showing in an undesirable or alluring
route, subject to whether advantages are varying or proportionate.
This chooses the course in which people survey associations or qualities presentation.
Just once a buyer's prerequisites intended for a predetermined decent or
administration are experienced, i.e. right when the office gave compares their top
picks,

will

they

impression

fulfilled.
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Acknowledgment is in like manner utilized as a part of the attempts to offensive a

supporting reaction to a proposal. The distinction is downplayed yet adjacent is
occasions anyplace buyers control not sanction to a recommendation however take the
accompanying office in the rationale of bearing it.

1.2 Problem statement:

Every company has invested a lot of money on advertisement of electronic product in
Sialkot. The main problem is advertiser invest in almost used all types of
advertisement. They dont know which advertisement types is more effective for the
customers. This research shows which advertisement type is beneficial for the
advertiser companies. Advertisement purpose is to generate sale of the companies.
The situation is very helpful for the brands companies whether its commercial is
capture able or not, so in we look the influence of advertisement on consumer brand
preference. Therefore, the problem statement this study is as follows:
Whether Advertisement has significant impact on consumer brand preference or
not?

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1.3 Objectives:
To study the impact of electronic media on brand preference.
To study the impact of print media on brand preference.
To study the impact of other media on brand preference.
To study the impact of celebrities endorsement on consumer brand preference.

1.4 Significance of Research:

As the trend going, now days customers are more brand conscious .Due to the fast
media, the preference of brand is largely influence by the impact of advertisement.
The significance of the study is to see the impact of different mode of advertisements
and celebrity endorsement on the electronic brands in the Sialkot city and then to
evaluate and analysis which method urges consumer to buy the products. The study
helps the distributor or manufacturer to pay attention on those factors that would
surely help them to increase the brand awareness, which ultimately hit customers
choice to prefer them.

1.5 Scope of Research:

This Research benefits in planning the influence of commercial on consumer brand
preference (A study of different electronic products in Sialkot); its also show
different modes of advertisement impact on consumer preference and how celebrity
endorsement impact the selection of different electronic products in Sialkot. My
research is limited with some electronic product due to time constraints, electronic
product like TVs, LCDs, refrigerators, Split AC and mobile phone.
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Chapter 2:

2.1 LITERATURE REVIEW:

The advertisement, deals campaign and group connections are the message tools
available to merchants. As its suggesting the name, the mass declaration passes on the
comparable importance or data for everyone in observers. The mass declaration uses
tools referee the advantage of specific promoting. The opportunities to client a
correspondence to each of the one risk, these instruments are the advantage of
spreading excessively various persons on a low rate every person (Etzel, M. J.,
Walker, & W.J.Stanton, 1997).Now a day, content of the advertisement spreads. We
could illustrate it as messages or communication procedure, an endorsing procedure, a
financial and public procedure, an advertisement technique or statistics and
encouragement procedure (Arens, 1996). (Dunn et al. 1978) proverb advertising
starting its real-world viewpoints, at that point they outline that one as a subsidized,
nonspecific messages over different television by business firms, without benefit
affiliation, and publics who stay somehow recognized in the spreading significance
and who plan to help or convince segments of an exact crowd. Morden
(1991)remaining parts of the conviction that advertising its utilized to make an
imperative care of the thing or administration in the cerebrum of the conceivable
buyer and toward development data around it. Kotler (1998) comprehends ad as a
percentage of the four genuine battles that foundations use toward cow tempting
tradeoffs to board purchasers and uncovered watching that "the circumstance contains
of non-separate sorts of message retained over paid television beneath solid surety".
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According to Kotler, the premise tardy publicizing is toward overhaul conceivable

payers' reactions to the relationship and its putting out, complementing that "the
circumstance tries toward fix this outfitting insights, through managing yearning, and
through giving illuminations in the wake of slanting to a definite relationship's
proposition.
However including on promoting environment and grade,(Etzel et al., 1997)
succinctly affixing inside and out promoting by method for taking four elements: (an)
A talked as well as realistic significance (b) A supporter who stands recognized (c)
Distribution more than one or additionally television (d) membership through the
supporter to the TV change the importance. Gathering the overhead, they suggest this
"publicizing then involve of all the trainings comprised trendy showing to a mob of
persons a non-personal, supporter recognized, paid for information in the local area of
a goods or services". These thought of (Etzel et al., 1997) agree with the truthful yet
every embracing definitions of (Davies, 1998) and (Arens & F, 1996)For example,
while Davies clearly says that "advertisement is any paid type of non-personal media
presentation advertising imaginations/concepts, goods or services by an identified
supporter. Arens give almost the same point of view of characterize advertisement as
"the personal agreement of information usually paid for and usually powerful in
nature about goods (products and services) or plans by identified promoters through
various media". From the prior, it could be presumed that the reason for advertising is
to make mindfulness of the advertised item and give information that will assist the
customer to settle on buy decision, the importance of advertising as a promotional
procedure, in that method, hinges happening upon its volume to influence purchaser
to acquisition as sound as toward save on repurchasing then eventually advance brand
loyalty. Therefore, various affiliations put away a gigantic measure of money on
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advertising and brand organization. A brand is a designation specified by a maker to

single (or a digit) of its products or else services.
Groene (2008) the gradually extensive utilization of computerized feature recorders
(revealed to as DVR starting here and into the future) has given shoppers authority
over the advertisement they watch or don't watch throughout their TV analysis
experience. Features in the media have broadcasted that DVR will prompt
promoting's end, however in directing research on this point no doubt the industry
experts that characters remain not prepared to demolish the 30-succeeding business
basically yet. DVR is the latest test in the interest of a business that takes managed
publicizing evasion for a long time; the present broadcasting/advertising model still
exists in spite of past dangers like link 12television, the remote control and the VCR,
which identifies with the strength of the industry. The scholastic and expert research
on the subject finds that, for instance the different innovative innovations before it,
DVR does in fact have an effect on publicizing; however the studies earning some
good outcomes for promoters too. In this manner, the contention that determination
stay finish that DVR is a chance in the interest of the publicizing business toward
rethink themself and stay an effective propel happening the time of purchaser control;
using composed works that happens organized the subject toward make sense of
whatever calm necessities toward be inspected in addition to completing specific of
these frameworks towards make enhanced, all the more convincing advancing.
Muneer (1995) examined the regular and budgetary things of business incident the
Saudi purchaser. He sets up that the business outfits the mindfulness around
imaginative products and the circumstance aids them decision the finest merchandise.
Then again, a rate of the study test demonstrated an unfavorable effect of the TV ad
over encouraging the purchaser to buy undesirable products.
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Mickel (1990) Deliberate that the business influence on Iraqi customer TV. They
begin that there TV notification offer data about the publicizing affiliation and their
things. Remains improvement, the showing period and 14 nature of the advancement
sway, especially the customer behavior?
Spry, Dr. Ravi Pappu, and Cornwell (2011) says that this examination examines the
influence of hotshot trustworthiness on customer based estimation of the grasped
brand. The conference piece of brand trustworthiness and the control piece of the kind
of checking (watchman versus substitute-trademark) used by the grasped brand on the
endorser authenticity are moreover examined for the brand esteem relationship. The
endorser authenticity brand esteem relationship was creating using subsidiary
information assumption however the brand hailing theory was associated with review
the arbitrator piece of brand authenticity. Results propose endorser authenticity has a
circuitous impact on brand esteem when this associations interceded by brand
authenticity. This ref relationship was controller by kind of checking. Of course, the
endorser authenticity, brand authenticity and endorser authenticity brand esteem
associations did not impact or change as demonstrated by the sort of stamping used.
Brands are taking care of to the gap items from their rivals. They encourage
acknowledgment and where customers have progressed positive mindset towards the
thing, may speed the unmistakable buyers through the purchase decision strategy.
Particular purchasers will network out uncomplimentary or unrecognized brands and
the continued purchase of the marked thing will fortify the brand steadfast conduct.
Without brands, customer couldn't let one know thing from another and advancing
then may be verging on incomprehensible.
Hussain, Mehmood, and Khan (2012) analyzed how celebrity endorsement developed
brand trust which in return affect brand equity. Questionnaires were distributed among
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young adults to gathered data, respondent from two malls and universities were
selected as sample on convenience sampling basis. Data was analyzed through
regression and correlation. Results did not support the hypothesis which depicts that
celebrity endorsement doesnt create brand trust, in short brand equity doesnt affect
by endorsement strategy.

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2.2 Theoretical framework:

A
D
V
E
R
T
I
S
E
M
H1 (d)E
N
T

Print media

H1 (a)

Electronic media

H 1 (b)

Other media

H 1

H1 (d)

B
R
A
N
D
P
R
E
F
E
R
E
N
C
E

Dependable variable:
In this study, consumer brand preference is dependent variable. There are certain
factors that influence consumer choice of brand but here only analyze advertisement
impact on it.
In dependable variables:
In this study, overall advertisement, mode of advertisements such as other media,
print media and electronic media is taken as in dependable variables.
Hypotheses of study:
From literature, researcher is able to draw following hypotheses:
H1 (a) = print media has an impact on consumer brand preference
H1 (b) = electronic media has an impact on consumer brand preference
H1 (c) = other media has an impact on consumer brand preference
H1 (d) = Advertisement has an impact on consumer brand preference
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Chapter 3:

3.1 Research methodology:

This study has been carried out to know the impact of advertisement on consumers
brand preference. Researcher used only consumers who used electronic product like
TV, Refrigerator, Mobile phone, LCD and Ac. Researcher whole research process is
based on Empirical research study and used this study for analysis plus writing
information. Researcher used structured questionnaire for gathering information for
the research. Before examining types of research designs it is important to be clear
about the role and purpose of research design. We need to understand what research
design is and what it is not. We need to know where design into the whole research
process from framing a question to finally analyzing and reporting data.

3.2 Research design:

The determination of the Research is towards Study the Impact of Advertisement of
Consumer Brand Preference at Sialkot. Researcher used Empirical research study to
get clear concept of advertisement and problem of the topic. Primary and secondary
data would be studied and analyzed appropriately and interpret to extract facts.
Different statistical tools like pie chart, Bar chart, percentages and hypothesis were
used to interpret the data analysis. Researcher used questioner instrument as a source
of data collection of facts and figure.

3.2.1 Population:
A Population of 100 samples will be taken for the purpose of study and analysis.

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3.2.2 Sampling:
Random sampling will be taken in city of Sialkot.

3.3 Data collection:

3.3.1 Primary data:
Primary data will be gathered through structured questioner.
3.3.2 Secondary data:
Secondary data will be gathered with assistance of published reports, magazines, and
the websites.

3.4 Data Analysis Tools:

Data can be analyses through Spss Tools
Percentage
Pie charts
Bar charts
Hypothesis testing through regression.

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Chapter 4

4.1 Data Analysis:

gender of respondent
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

male

64

64.0

64.0

64.0

female

36

36.0

36.0

100.0

100

100.0

100.0

Total

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ANALYSIS: The above data of bar chart and pie chart shows that how many
Gender (male and female) respondents respond the questioner. This chart shows that
mostly the male are more interested in branded electronic products than the female
category. 64% of male responds to the questioner and remaining 36% are female
responds to the questioner.

which is your favorite Brand of TV and LCD

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

LG

12

12.0

12.0

12.0

SAMSUNG

31

31.0

31.0

43.0

SONY

43

43.0

43.0

86.0

PHILLIPS

8.0

8.0

94.0

OTHERS

6.0

6.0

100.0

100

100.0

100.0

Total

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ANALYSIS: when we ask to the respondent which is your favorite brand of TV

and LCD then 43% respondent said that their favorite brand is Sony. 31% respondent
like Samsung, 12% like LG, 8% like PHILIPS and 6% like other brands. In this chart
it is clear that the most liked brand is Sony followed by Samsung which are both
electronic companies.

Which are your favorite Brands of Refrigerator and Split AC?

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

Dawlance

43

43.0

43.0

43.0

HAIER

34

34.0

34.0

77.0

LG

12

12.0

12.0

89.0

TOSHIBA

6.0

6.0

95.0

OTHERS

5.0

5.0

100.0

100

100.0

100.0

Total

27 | P a g e

ANALYSIS: when we ask to the respondents which are your favorite Brands of
Refrigerator and Split AC then 43% like respondent said that their favorite brand is
Dawlance. 34% respondent like Haier, 12% like LG, 6% like Toshiba and 5% like
other brands. In this chart it is clear that the most liked brand is Dawlance followed
by Haier which are both electronic companies.

28 | P a g e

which is your favorite Brand of Mobile phone

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

QMOBILE

23

23.0

23.0

23.0

NOKIA

26

26.0

26.0

49.0

SAMSUNG

29

29.0

29.0

78.0

HTC

17

17.0

17.0

95.0

5.0

5.0

100.0

100

100.0

100.0

OTHERS
Total

29 | P a g e

ANALYSIS: when we ask to the respondents which are your favorite Brands of
Mobile phone then 29% like respondent said that their favorite mobile brand is
Samsung. 26% respondent like Nokia, 23% like Qmobile, 17% like HTC and 5% like
other brands. In this chart it is clear that the most liked brand is Samsung followed by
Nokia which are both mobile companies.
Why are you picked this Brand?
Frequenc
y

Percent

Valid PRODUCT PRICE

5.0

5.0

5.0

PRODUCT
QUALITY

31

31.0

31.0

36.0

PRODUCT
ADVERTISEMENT

13

13.0

13.0

49.0

PRODUCT BRAND

34

34.0

34.0

83.0

2.0

2.0

85.0

15

15.0

15.0

100.0

100

100.0

100.0

NAME
CELEBRITY
Total

Valid
Percent

Cumulative
Percent

30 | P a g e

ANALYSIS: when we ask to the respondents why are you picked this Brand then
34% chose respondent said that their favorite brand is product brands.31% respondent
chose product quality, 15% chose Celebrity, 13% chose Product advertisement, 5%
chose Product price and 2% chose Product name. The brands like Sony, Dawlance
and Samsung and many more are liked by the respondents because of the brand name
and Theses brands are even liked because they are good quality.
Do you see the ad influence the decision of your brand?
Frequenc
y

Percent

11

11.0

11.0

11.0

AGREE

70

70.0

70.0

81.0

NEUTRAL

14

14.0

14.0

95.0

DISAGREE

4.0

4.0

99.0

STRONGLY
DISAGREE

1.0

1.0

100.0

100

100.0

100.0

Valid STRONGLY
AGREE

Total

Valid
Percent

Cumulative
Percent

31 | P a g e

ANALYSIS: when we ask to the respondents do you see the ad influence the
decision of your brand then 70% respondent said that there are agree with
advertisement affect the choice of brand .14% respondent chose neutral, 11% chose
Strongly agree, 4% chose disagree and1% chose Strongly disagree he said that
advertisements not affect his choice.

32 | P a g e

Which is you like most of medium of advertisement

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

TV

49

49.0

49.0

49.0

NEWPAPER

16

16.0

16.0

65.0

MAGAZINE

13

13.0

13.0

78.0

INTERNET

21

21.0

21.0

99.0

1.0

1.0

100.0

100

100.0

100.0

OTHERS
Total

33 | P a g e

ANALYSIS: when we ask to the respondents which is you like most of medium of
advertisement then 49% respondent said that they like TV advertisement.21%
respondent like internet, 16% like newspapers, 13% like magazines and1% like other
medium of advertisement. In this chart respondent mostly liked TV ads for their
respected brand.

Which of the following aspect of the advertisement you remember

most when you see any banner, poster, etc.?
Frequenc
y

Percent

8.0

8.0

8.0

SLOGAN

17

17.0

17.0

25.0

THEME

19

19.0

19.0

44.0

PUNCH
LINE

12

12.0

12.0

56.0

CELEBRIT
Y

44

44.0

44.0

100.0

100

100.0

100.0

Valid COLOR

Total

Valid
Percent

Cumulative
Percent

34 | P a g e

ANALYSIS: when we ask to the respondents which of the following aspect of the
advertisement you remember most then 44% respondent said that they remember
celebrity which appear in the advertisement.19% respondent remember advertisement
theme, 17% remember advertisement slogan, 12% remember punch line and8%
remember advertisement color. In this chart show that respondent mostly remember
celebrities which appear in the electronic product advertisement.

35 | P a g e

Do you ever recall by any advertisement of your brand

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

27

27.0

27.0

27.0

NO

27

27.0

27.0

54.0

SOMETIMES

46

46.0

46.0

100.0

100

100.0

100.0

Total

ANALYSIS: when we ask to the respondents do you ever recall by any

advertisement of your brand then 46% respondent said that they are recall by brand
through difference resources.27% respondent said they are not recall by brand and
27% respondent said that they are sometimes recall by the brand.

36 | P a g e

Do you depend on advertisement?

Frequenc
y

Percent

31

31.0

31.0

31.0

NO

19

19.0

19.0

50.0

SOMETIM
ES

50

50.0

50.0

100.0

100

100.0

100.0

Valid YES

Total

Valid
Percent

Cumulative
Percent

37 | P a g e

ANALYSIS: when we ask to the respondents do you depend on advertisement then

50% respondent said that there are sometimes rely on advertisement and utilize the
information given, 31% respondent said yes, 11 and19% said no.
Do you change your inclination of electronic item by seeing big
name in a commercial?
Frequency Percent Valid Percent
Valid YES

Cumulative
Percent

22

22.0

22.0

22.0

NO

30

30.0

30.0

52.0

SOMETIME
S

48

48.0

48.0

100.0

100

100.0

100.0

Total

38 | P a g e

ANALYSIS: when we ask to the respondents do you change your inclination of

electronic item by seeing big name in a commercial then 48% respondent said that
sometimes they are change the preference by seeing a celebrities in the
advertisement .30% respondent chose no and 22% chose yes they change the
preference by seeing a celebrity in the advertisement.

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

Percent

33

33.0

33.0

33.0

NO

27

27.0

27.0

60.0

SOMETIM
ES

40

40.0

40.0

100.0

100

100.0

100.0

Valid YES

Total

Valid
Percent

Cumulative
Percent

39 | P a g e

ANALYSIS: when we ask to the respondents do you buy an electronic item on the
grounds that your most loved superstar is embracing it then 40% respondent said that
sometimes they purchase an electronic because of favorite celebrity in the
advertisement.33% respondent chose yes and 27% chose no their favorite does not
affect his purchasing of an electronic products.

40 | P a g e

Do you favor when you see a commercial was cost of the electronic item?
Frequenc
y

Percent

23

23.0

23.0

23.0

AGREE

52

52.0

52.0

75.0

NEUTRAL

19

19.0

19.0

94.0

DISAGREE

4.0

4.0

98.0

STRONGLY
DISAGREE

2.0

2.0

100.0

100

100.0

100.0

Valid STRONGLY
AGREE

Total

Valid
Percent

Cumulative
Percent

41 | P a g e

ANALYSIS: when we ask to the respondents do you favor when you see a
commercial was cost of the electronic item then 52% respondent said that they are
agree with advertisement price of the electronic product because of every respondent
belong to different class.23% respondent chose Strongly agree, 19% chose neutral,
4% chose disagree and 2% chose Strongly disagree with advertisement price of the
electronic product.

Do you influence when you see an advertisement is about benefit of electronic

product
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

STRONGLY
Agree

19

19.0

19.0

19.0

AGREE

59

59.0

59.0

78.0

NEUTRAL

17

17.0

17.0

95.0

DISAGREE

5.0

5.0

100.0

100

100.0

100.0

Total

42 | P a g e

ANALYSIS: when we ask to the respondents do you influence when you see an
advertisement is about benefit of electronic product then 59% respondent said that
there are agree with advertisement is about benefit of electronic product.19%
respondent chose Strongly agree, 17% chose neutral and 5% chose disagree with
advertisement is about benefit of electronic product.

Do you prefer when you see an advertisement is about quality of electronic product
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

STRONGLY AGREE

19

19.0

19.0

19.0

AGREE

59

59.0

59.0

78.0

NEUTRAL

18

18.0

18.0

96.0

4.0

4.0

100.0

100

100.0

100.0

STRONGLY
DISAGREE
Total

43 | P a g e

ANALYSIS: when we ask to the respondents do you prefer when you see an
advertisement is about quality of electronic product then 59% respondent said that
there are agree with advertisement is about quality of electronic product.19%
respondent chose Strongly agree, 18% chose neutral and 4% chose Strongly disagree
with advertisement is about quality of electronic product. This shows that in larger
amount customers see the quality aspect when they see an advertisement.

44 | P a g e

Do you prefer when you see an advertisement is about the uses of the electronic
product
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

STRONGLY
AGREE

23

23.0

23.0

23.0

AGREE

44

44.0

44.0

67.0

NEUTRAL

24

24.0

24.0

91.0

DISAGREE

3.0

3.0

94.0

STRONGLY
AGREE

6.0

6.0

100.0

100

100.0

100.0

Total

45 | P a g e

ANALYSIS: when we ask to the respondents do you prefer when you see an
advertisement is about the uses of the electronic product then 44% respondent said
that there are agree with advertisement is about the uses of the electronic product.24%
respondent chose neutral, 23% chose Strongly agree, 6% chose Strongly disagree and
3% chose disagree with advertisement is about the uses of the electronic product. This
shows that in larger amount customers see the use aspect when they see an ad.

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

electronic item?
Frequenc
y

Percent

13

13.0

13.0

13.0

AGREE

28

28.0

28.0

41.0

NEUTRAL

18

18.0

18.0

59.0

DISAGREE

20

20.0

20.0

79.0

STRONGLY
DISAGREE

21

21.0

21.0

100.0

100

100.0

100.0

Valid STRONGLY
AGREE

Total

Valid
Percent

Cumulative
Percent

46 | P a g e

ANALYSIS: when we ask to the respondents do you inclination when you see an
advertisement is about need of electronic item then 28% respondent said that there are
agree with advertisement is about necessity of electronic product. 21% respondent
chose strongly disagree, 20% chose disagree, 18% chose neutral and13% chose
strongly agree with advertisement is about necessity of electronic product.

47 | P a g e

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

Frequency
Valid

Percent

Valid
Percent

Cumulative
Percent

STRONGLY AGREE

20

20.0

20.0

20.0

AGREE

55

55.0

55.0

75.0

NEUTRAL

19

19.0

19.0

94.0

DISAGREE

4.0

4.0

98.0

STRONGLY
DISAGREE

2.0

2.0

100.0

100

100.0

100.0

Total

48 | P a g e

ANALYSIS: when we ask to the respondents do you prefer when you get opinion
of friends about the electronic product in an advertisement then 55% respondent said
that there are agree with friend opinion whatever they say. 20% respondent chose
strongly agree, 19% chose neutral, 4% chose disagree and2% chose strongly disagree
with friend opinion.
Do you prefer when you see a celebrity in an advertisement
Frequency
Valid

Percent

Valid
Percent

Cumulative
Percent

STRONGLY AGREE

21

21.0

21.0

21.0

AGREE

46

46.0

46.0

67.0

NEUTRAL

24

24.0

24.0

91.0

DISAGREE

8.0

8.0

99.0

STRONGLY
DISAGREE

1.0

1.0

100.0

100

100.0

100.0

Total

49 | P a g e

ANALYSIS: when we ask to the respondents do you prefer when you see a
celebrity in an advertisement then 46% respondent said that there are agree to give
preference when see a celebrity in the advertisement. 24% respondent chose neutral,
21% chose strongly agree, 8% chose disagree and1% chose strongly disagree to give
preference when see a celebrity in the advertisement. This is clear that celebrity
endorsement plays a great part in the brand preference.

50 | P a g e

Do you prefer when you see an advertisement is entertainment

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

STRONGLY
AGREE

19

19.0

19.0

19.0

AGREE

46

46.0

46.0

65.0

NEUTRAL

24

24.0

24.0

89.0

DISAGREE

5.0

5.0

94.0

STRONGLY
AGREE

6.0

6.0

100.0

100

100.0

100.0

Total

51 | P a g e

ANALYSIS: when we ask to the respondents do you prefer when you see an
advertisement is entertainment then 46% respondent said that they are agree to give
prefer entertainment in advertisement and watch more times than else. 24%
respondent chose neutral, 19% chose strongly agree, 6% chose strongly disagree and
5% chose disagree with prefer advertisement is entertainment.
Why the brand is preferred by the respondent
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

QUALITY

22

22.0

22.0

22.0

COMFORTABLE

14

14.0

14.0

36.0

STYLISH

14

14.0

14.0

50.0

RELIABLE

18

18.0

18.0

68.0

FEATURES

32

32.0

32.0

100.0

100

100.0

100.0

Total

52 | P a g e

ANALYSIS: when we ask to the respondents why the brand is preferred by the
respondent then 32% respondent said that they prefer brand for feature. 22%
respondent prefers quality, 18% refers reliable, 14% refer comfortable and 14% refer
stylish. This show that peoples preferred product features and quality for the purchase
of electronic product.

From where you get the information about these brands

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

NEWSPAPER

19

19.0

19.0

19.0

HOARDING

11

11.0

11.0

30.0

RADIO

14

14.0

14.0

44.0

INTERNET

47

47.0

47.0

91.0

WORD OF
MOUTH

9.0

9.0

100.0

100

100.0

100.0

Total

53 | P a g e

ANALYSIS: when we ask to the respondents from where you get the information
about these brands then 47% respondent said that they will get information from
internet and utilized them according to their needs. 19% respondent chose newspaper,
14% chose radio, 11% chose hoarding radio, 9% refer word of mouth.

54 | P a g e

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

Percent

Valid PRINT MEDIA

11

11.0

11.0

11.0

ELECTRONIC
MEDIA

73

73.0

73.0

84.0

OTHER MEDIA

10

10.0

10.0

94.0

WORD OF
MOUTH

4.0

4.0

98.0

2.0

2.0

100.0

100

100.0

100.0

Total

Valid
Percent

Cumulative
Percent

55 | P a g e

ANALYSIS: when we ask to the respondents if you are looking for data of a brand
which media will you favored then 73% respondent said that they will refer electronic
media for getting information and purchased of electronic product. 11% respondent
refers print media, 10% refer other media and 6% refer word of mouth.

Do you rely on advertisement

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

29

29.0

29.0

29.0

NO

10

10.0

10.0

39.0

RARELY

15

15.0

15.0

54.0

SOMETIMES

46

46.0

46.0

100.0

100

100.0

100.0

Total

56 | P a g e

ANALYSIS: when we ask to the respondents do you rely on advertisement then

46% respondent said that sometimes they are rely on advertisement for the purchase
of product. 24% respondent chose yes, 15% chose rarely, 10% chose no rely on
advertisement.

Do you ever notice any advertisement in newspaper and magazine

Frequenc
y

Percent

23

23.0

23.0

23.0

NO

14

14.0

14.0

37.0

SOMETIM
ES

56

56.0

56.0

93.0

7.0

7.0

100.0

100

100.0

100.0

Valid YES

RARELY
Total

Valid
Percent

Cumulative
Percent

57 | P a g e

ANALYSIS: when we ask to the respondents do you ever notice any advertisement
in newspaper and magazine then 56% respondent said that sometimes they notice any
advertisement in newspaper and magazine and read and purchased the product. 23%
respondent chose yes notice any advertisement in newspaper and magazine, 14%
chose no and 7% notice any advertisement in newspaper and magazine.

58 | P a g e

Do you think advertisement is necessary for the purchase of electronic product

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

ALWAYS NECESSARY

34

34.0

34.0

34.0

SOMETIMES
NECESSARY

61

61.0

61.0

95.0

5.0

5.0

100.0

100

100.0

100.0

NOT NECESSARY
Total

ANALYSIS: when we ask to the respondents do you think advertisement is

necessary for the purchase of electronic product then 61% respondent thinks that they
are sometimes advertisement needs necessary for the purchase of electronic products.
59 | P a g e

34% respondent chose always necessary and 5% chose not necessary for purchase of
an electronic product.
What is the factors which influence your decision for the purchase of electronic
product
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

PRODUCT
FEATURES

29

29.0

29.0

29.0

ADVERTISEMENT

43

43.0

43.0

72.0

COST

16

16.0

16.0

88.0

OPINION OF
FRIENDS

11

11.0

11.0

99.0

1.0

1.0

100.0

100

100.0

100.0

OTHERS
Total

60 | P a g e

ANALYSIS: when we ask to the respondents what are the factors which influence
your decision for the purchase of electronic product then 43% respondent said that
they are advertisement factor which influence the decision for the purchase of
electronic product. 29% respondent chose product features, 16% chose cost of the
product, 11% chose opinion of friend and 1% chose other factor which influence the
decision for the purchase of electronic product.
What is you looking in an advertisement of an electronic product
Frequency
Valid

PRICE

Percent

Valid Percent

Cumulative
Percent

7.0

7.0

7.0

BENEFITS

24

24.0

24.0

31.0

BRAND
ENDORSERS

35

35.0

35.0

66.0

OFFERS

16

16.0

16.0

82.0

QUALITY

18

18.0

18.0

100.0

100

100.0

100.0

Total

61 | P a g e

ANALYSIS: when we ask to the respondents what is you looking in an

advertisement of an electronic product then 35% respondent said that they are looking
for brand endorsers. 24%, respondent looking for benefits, 18% looking for quality,
16% looking for offers and 7% looking for price of the product. This shows that in
larger amount customers see the brand endorsers and benefits aspect when they see an
ad.

62 | P a g e

Do you purchase an electronic product just by getting information

in newspaper or magazine to product
Frequenc
y

Percent

24

24.0

24.0

24.0

9.0

9.0

33.0

SOMETIM
ES

54

54.0

54.0

87.0

RARELY

13

13.0

13.0

100.0

100

100.0

100.0

Valid YES
NO

Total

Valid
Percent

Cumulative
Percent

63 | P a g e

ANALYSIS: when we ask to the respondents do you purchase an electronic product

just by getting information in newspaper or magazine to product then 54% respondent
said that sometimes they purchase an electronic product just by getting information in
newspaper or magazine. 24% respondent chose yes, 13% chose rarely, and 9%
respondent said that they are not purchase an electronic product just getting
information in newspaper or magazine.

What is the components in a commercial which will create you

improvement your brand loyalty?
Frequenc
y

Percent

16

16.0

16.0

16.0

VALUE FOR
MONEY

24

24.0

24.0

40.0

NEW FEATURES

52

52.0

52.0

92.0

DISCOUNT

6.0

6.0

98.0

WORD OF
MOUTH

2.0

2.0

100.0

100

100.0

100.0

Valid BENEFITS

Total

Valid
Percent

Cumulative
Percent

64 | P a g e

ANALYSIS: when we ask to the respondents what is the components in a

commercial which will create you improvement your brand loyalty then 52%
respondent said that they are brand new features which change brand loyalty. 24%
respondent chose value of money, 16% chose benefits, 6% chose discount and 2%
chose word of mouth. It is clear that in comparison to other factors New features plays
a great role for customers to change the brand preference.

65 | P a g e

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

review?
Frequenc
y

Percent

17

17.0

17.0

17.0

TAGLINE

22

22.0

22.0

39.0

ENDORSERS

35

35.0

35.0

74.0

PRODUCT

26

26.0

26.0

100.0

100

100.0

100.0

Valid ENTERTAINM
ENT

Total

Valid
Percent

Cumulative
Percent

66 | P a g e

ANALYSIS: when we ask to the respondents if you get the name of a brand
through commercial what do you review then 35% respondent said that they are recall
the name of endorser in the advertisements. 26% respondent recall product, 22%
recall tagline and 17% recall the entertainment in the advertisements. This makes it
clearly evident that name of endorser in an ad. Makes it possible for consumers to
recall the particular brand.

What is the things that should be highlighted in a newspaper

advertisement
Frequenc
y

Percent

13

13.0

13.0

13.0

TAGLINE

19

19.0

19.0

32.0

BRAND
NAME

25

25.0

25.0

57.0

FEATURE

43

43.0

43.0

100.0

100

100.0

100.0

Valid BENEFITS

Total

Valid
Percent

Cumulative
Percent

67 | P a g e

ANALYSIS: when we ask to the respondents what is the things that should be
highlighted in a newspaper advertisement then 43% respondent said that they should
be highlight the product features. 25% respondent chose brand name, 19% chose
tagline and 13% said that they should be highlighting the product benefits. We can say
that, feature of a brand should be brought in lime light so that brand preference of that
particular product will increase.
If a product is misinterpreted by your friend would you believe him or go on with
your own views
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

BELIEVE MY
FRIEND

20

20.0

20.0

20.0

GO WITH MY VIEW

60

60.0

60.0

80.0

REFER
ADVERTISMENT

20

20.0

20.0

100.0

100

100.0

100.0

Total

68 | P a g e

ANALYSIS: when we ask to the respondents if a product is misinterpreted by your

friend would you believe him or go on with your own views then 60% respondent
said that they are going with my own view. 20% respondent chose believe my friend
and 20% respondent said that they are refer advertisement. This shows that customers
are very conscious about a product and they will evaluate themselves and buy a
product.
.

69 | P a g e

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

Percent

20

20.0

20.0

20.0

9.0

9.0

29.0

SOMETIM
ES

60

60.0

60.0

89.0

RARELY

11

11.0

11.0

100.0

100

100.0

100.0

Valid YES
NO

Total

Valid
Percent

Cumulative
Percent

70 | P a g e

ANALYSIS: when we ask to the respondents do you favor setting off to any store
just by seeing the offers on hoardings and banners then 60% respondent said that
sometimes they prefer going to any store just by seeing the offers on hoardings and
banners. 20% respondent said that yes, 11% respondent said that they are not prefer
going to any store just by seeing the offers on hoardings and banners. Through this we
come to know that banners and hoardings showing that product with its other facts
creates brand awareness and also induces brand preference.
What is your response to repeated advertisement in TV/ radio
Frequency
Valid

Percent

Valid
Percent

Cumulative
Percent

YES

14

14.0

14.0

14.0

NO

7.0

7.0

21.0

GET IRRITATED

55

55.0

55.0

76.0

CHANGE THE
CHANGE

24

24.0

24.0

100.0

100

100.0

100.0

Total

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ANALYSIS: when we ask to the respondents what is your response to repeated

advertisement in TV/ radio which are shown in different media especially electronic
media then 55% respondent said that they get irritated. 24% respondent change the
channel, 14% chose yes and 7% said they will not respond.

How important is Entertainment in TV advertisement

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

VERY IMPORTANT

29

29.0

29.0

29.0

SOMETIMES
IMPORTANT

61

61.0

61.0

90.0

NOT IMPORTANT

10

10.0

10.0

100.0

100

100.0

100.0

Total

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ANALYSIS: when we ask to the respondents how important is Entertainment in TV

advertisement then 61% respondent said that they are sometimes important
advertisement is entertainment. 29% respondent said that very important and 10%
said that entertainment is not so important in advertisement. This proves that
sometimes Entertainment in an ad boosts the quality of a TV advertisement. And also
it creates a positive impact on brand preference.

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Do you refer Google search before the purchase of electronic product

Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

46

46.0

46.0

46.0

NO

11

11.0

11.0

57.0

RARELY

27

27.0

27.0

84.0

ALWAYS

16

16.0

16.0

100.0

100

100.0

100.0

Total

ANALYSIS: when we ask to the respondents do you refer Google search before the
purchase of electronic product then 46% respondent said that yes they are refer
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Google search before purchasing of electronic product. This also brings in light that
now a days people are technologically aware and do search before they buy. 27%
respondent refers rarely, 16% refers always and 11% refer no they will not refer
Google search.
Does the internet advertisement in the website creates brand awareness
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

58

58.0

58.0

58.0

NO

12

12.0

12.0

70.0

SOMETIMES

21

21.0

21.0

91.0

9.0

9.0

100.0

100

100.0

100.0

RARELY
Total

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ANALYSIS: when we ask to the respondents does the internet advertisement in the
website creates brand awareness then 58% respondent said that yes they creates brand
awareness. 21% respondent chose sometimes creates, 12% respondent said that will
not create brand awareness and 9% respondent said that rarely creates brand
awareness. This shows that internet really creates brand awareness.
Do you think internet is the most reliable source of information
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

59

59.0

59.0

59.0

NO

15

15.0

15.0

74.0

SOMETIMES

26

26.0

26.0

100.0

100

100.0

100.0

Total

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ANALYSIS: when we ask to the respondents do you think internet is the most
reliable source of information than 59% respondent said that yes internet is a very
reliable source. This means that customers believe in internet advertisement which
will help in creating good brand preference. 26% respondent chose sometimes and
15% respondent said that internet is not a reliable source of information.

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Have you ever do Internet shopping?

Frequency
Valid

Valid Percent

Cumulative
Percent

YES

18

18.0

27.3

27.3

NO

22

22.0

33.3

60.6

SOMETIME
S

21

21.0

31.8

92.4

5.0

7.6

100.0

66

66.0

100.0

100

100.0

RARELY
Total

Total

Percent

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ANALYSIS: when we ask to the respondents have you ever do Internet shopping
then 51% respondent said that they are not ever shop online. 24% respondent chose
sometimes shop online, 18% chose yes they will do online shopping and 7% chose
rarely do online shopping.
Did you visit companys website before purchasing electronic product
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

YES

19

19.0

19.0

19.0

NO

54

54.0

54.0

73.0

SOMETIMES

27

27.0

27.0

100.0

100

100.0

100.0

Total

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ANALYSIS: when we ask to the respondents did you visit companys website
before purchasing electronic product then 54% respondent said that they are not
visiting company website before purchasing electronic product. 27% respondent
chose sometimes visit and 19% chose yes they are visiting company website before
purchasing electronic product. This shows that though they do not visit companys
website they visit other search engines to know about the product.

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What is the aspects you look for in internet for information on your preferred
brands
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

PRODUCT

32

32.0

32.0

32.0

FEATURES

36

36.0

36.0

68.0

DEALER

11

11.0

11.0

79.0

6.0

6.0

85.0

15

15.0

15.0

100.0

100

100.0

100.0

HOME
DELIVERY
PRICE
Total

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ANALYSIS: when we ask to the respondents what are the aspects you look for in
internet for information on your preferred brands then 36% respondent said that they
looked for product feature in internet for preferred brands. 32% respondent chose
product, 15% chose product price, 11% concern with dealer of an electronic product
and 6% chose home delivery of an electronic product. This show that peoples looked
information for the product in internet are product feature and its used.

Hypothesis testing through Regression analysis:

In order to reject or accept hypotheses regression analysis was conducted.

Advertisement impact on consumer brand preference

Table no1 : Model Summary for advertisement

Mode
l

.343a

R Square
.118

Adjusted R
Square
.109

Std. Error of
the Estimate
4.00152

a. Predictors: (Constant), Advertisement

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Table no 2 : ANOVA
Sum of
Squares

Model
1

Regression

Mean
Square

df

209.398

209.398

Residual

1569.192

98

16.012

Total

1778.590

99

Sig.

13.077

.000

a. Predictors: (Constant), Advertisement

b. Dependent Variable: Brand
preference

Table no 3 : Coefficients
Unstandardized
Coefficients
Model
1

B
(Constant)

Standardized
Coefficients

Std. Error

15.544

3.135

.279

.077

Advertisem
ent

Beta

.343

Sig.

4.958

.000

3.616

.000

a. Dependent Variable:
brand preference

Analysis: Table NO 1 showed regression analysis findings between Brand preference

and advertisement overall. R2 and beta values are to be considered. R2 showed the
explanatory power of independent variable in model. In this case, about 11.8%
variable is explained by the advertisement. Table No 2 (.000) depicted that model is
significant .i.e. advertisement have an impact on consumer brand preference. As p
value (0.0000) is less than 0.05 so, alternative hypothesis .i.e. Advertisement has an
impact on consumer brand preference, fails to reject. These results highly supported
the hypothesis.

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Other media impact on consumer brand preference

Table no 4 : Model Summary for Other Media

Mode
l

.362a

Adjusted R
Square

R Square
.131

Std. Error of
the Estimate

.122

3.97080

a. Predictors: (Constant), Other Media

Table no 5 : ANOVA
Sum of
Squares

Model
1

Regression

Mean
Square

df

233.399

233.399

Residual

1545.191

98

15.767

Total

1778.590

99

F
14.803

Sig.
.000

a. Predictors: (Constant), Other Media

b. Dependent Variable: Brand
Preference

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Table no 6 : Coefficients
Unstandardized
Coefficients
Model
1

B
(Constant)

Standardized
Coefficients

Std. Error

19.782

1.864

.845

.220

Other
Media

Beta

.362

Sig.

10.611

.000

3.847

.000

a. Dependent Variable: Brand

Preference

Analysis: Table NO 4 showed regression analysis findings between Brand preference

and Other Media overall. R2 and beta values are to be considered. R 2 showed the
explanatory power of independent variable in model. In this case, about 13.1%
variable is explained by the Other Media. Table No 5 (.000) depicted that model is
significant .i.e. Other Media have an impact on consumer brand preference. As p
value (0.0000) is less than 0.05 so, alternative hypothesis .i.e. Other Media has an
impact on consumer brand preference, fails to reject. These results highly supported
the hypothesis.

Print media impact on consumer brand preference

Table no 7 : Model Summary for Print media

Mode
l

.269a

R Square

Adjusted R
Square

.072

.063

Std. Error of
the Estimate
4.10315

a. Predictors: (Constant), Print Media

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Table no 8 : ANOVA
Sum of
Squares

Model
1

Regression

Mean
Square

df

128.674

128.674

Residual

1649.916

98

16.836

Total

1778.590

99

Sig.

7.643

.007

Sig.

a. Predictors: (Constant), Print Media

b. Dependent Variable: Brand
Preference

Table no 9 : Coefficients
Unstandardized
Coefficients

Standardized
Coefficients

Model

22.463

1.618

.540

.195

(Constant)
Print
Media

Std. Error

Beta

.269

13.884

.000

2.765

.007

a. Dependent Variable: Brand

Preference

Analysis: Table NO 7 showed regression analysis findings between Brand preference

and Other Media overall. R2 and beta values are to be considered. R 2 showed the
explanatory power of independent variable in model. In this case, about 7.2% variable
is explained by the Other Media. Table No 8 (0.007) depicted that model is significant
.i.e. Other Media have an impact on consumer brand preference. As p value (0.007) is
less than 0.05 so, alternative hypothesis .i.e. Other Media has an impact on consumer
brand preference, fails to reject. These results highly supported the hypothesis.

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Electronic Media
preference

impact

on

consumer

brand

Table no 10 : Model Summary for Electronic Media

Mode
l

.062a

Adjusted R
Square

R Square
.004

Std. Error of
the Estimate

-.006

4.25203

a. Predictors: (Constant), Electronic

Media

Table no 11 : ANOVA
Sum of
Squares

Model
1

Regression

Mean
Square

df

6.775

6.775

Residual

1771.815

98

18.080

Total

1778.590

99

Sig.

.375

.542

a. Predictors: (Constant), Electronic Media

b. Dependent Variable: Brand
Preference

Table no 12 : Coefficients
Unstandardized
Coefficients
Model
1

Standardized
Coefficients

Std. Error

(Constant)

25.568

2.041

Electronic
Media

.081

.132

Beta

.062

Sig.

12.528

.000

.612

.542

a. Dependent Variable: Brand

Preference
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Analysis: Table NO 10 showed regression analysis findings between Brand

preference and Electronic Media of advertisement. R 2 and beta values are to be
considered. R2 showed the explanatory power of independent variable in model. In
this case, about 0.4 % variable is explained by the advertisement. Table NO 11 (.547)
depicted that model is insignificant .i.e. Electronic Media advertisement do not have
an impact on consumer brand preference. As p value (.547) is greater than 0.05 so,
alternative hypothesis .i.e. Electronic Media has an impact on consumer brand
preference, is rejected. These results do not support the hypothesis. The reason may
are due to increasing ratio of internet fraud in Pakistan, people are reluctant to believe
internet advertisement.

4.2FINDINGS:
The respondents choose most favorite brand of TV and LCD is Sony with 43
out of 100 respondents. The respondents most favorite brand of Refrigerator
and Split AC is Dawlance with 43 out of 100 respondents. The respondents
most favorite brand of Mobile phone is Samsung with 29 out of 100
respondents and second favorite is Nokia with 26. The respondents prefer their
brands because of its brand name with 34 and 31 prefer quality of product
brand. The 70 respondents agree with advertisement affect the choice of the
brand. The 49 respondents choose acquire information from the TV
advertisement. The 44 respondents choose celebrity in the advertisement that
remembers most. The 46 respondents choose sometimes they recall by any
advertisement of the brand. The 50 respondents choose sometimes they are
relying on advertisement. The 48 respondents sometimes change the
preference of electronic product by just seeing celebrity in an advertisement.
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The 40 respondents choose sometimes purchase an electronic product because

of the favorite celebrity is endorsing it. The 52 respondents agree with prefer
when they see an advertisement price of the electronic product.

The 59

respondents agree that they prefer to see an advertisement is about the benefit
of electronic product. The 59 respondents agree that they prefer to see an
advertisement is about quality of electronic product. The 28 respondents agree
that they with prefer to see an advertisement is about necessity of electronic
product. The 55 respondents agree that they prefer to get an opinion of friends
about the electronic product in an advertisement. The 46 respondents agree
that they prefer to see a celebrity in an advertisement and the 46 respondents
agree that they prefer to see an advertisement is about entertainment. The 32
respondents preferred brand because of its features. The 47 respondents get
the information from the internet about the brands. The 73 respondents prefer
that to get information about a brand from electronic media than any other
media. The 56 respondents sometimes change their thinking of the brand by
just seeing an advertisement. The 61 respondents sometimes think that
advertisement is necessary factor for the purchase of electronic product. The
43 respondents said that the advertisement factors can influence the decision
for the purchase of electronic product. The 35 respondents looked for a brand
endorser in advertisement of an electronic product. The 54 respondents said
that they sometimes purchase an electronic product just by getting attracted to
product. The 52 respondents said that the new features in an advertisement can
make the change brand loyalty. The 35 respondents said that brand celebrity
endorser only is recall through advertisement. The 43 respondents said that
product features in an advertisement should be highlighted. The 60

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respondents said that if a product is wrongly present by the friend then go with
my own view point. The 60 respondents said that sometimes they saw the
offers of electronic product on hoardings and banner and then prefer to
going to any store just by seeing. The 55 respondents said that they get
irritated to repeated advertisement in TV/ radio. The 61 respondents said that
advertisement is entertainment is sometimes important. The 46 respondents
choose that they can refer Google search to purchase of electronic product.
The 58 respondents choose that yes the internet advertisement in the website
creates brand awareness. The 59 respondents said that yes they think internet
is the most reliable source of information. The 51 respondents said that they
have not done ever internet shopping. The 54 respondents said that they are
not visit Companies website before purchasing electronic product. The 36
respondents said that features are looked in internet for information on the
preferred brands.

Chapter 5

5.1 conclusion:
Now a day every company sell its product through advertisement, they are using the
different media tools like, hoarding, Facebook, Twitter, Tumbler, billboard, poster etc.
to deliver the whole information about product. In addition to its company presents its
product through celebrities for the promotions because celebrities have qualities such
as attractiveness, trustworthiness etc. to accumulate consumers for company's
products. One can concluded that overall advertisements have an impact on consumer
brand preference i.e. One may change his/ her brand choice just because of effective,
90 | P a g e

persuading, informative and mind diverting ads. Analysis showed that whether ads are
appearing on other media or print media, it has power to urges people to select any
brand, although this study failed to provide any support with respect to ads appear on
electronic media. Reasons may are due to increasing numbers of cybercrime or
internet based fraud in Pakistan, consumers hardly pay attention to these
advertisements. In addition to it, consumers got annoy due to pop ups ads appearing in
mailboxes or social networks application. According to this study, advertisement
creates brand awareness in the mind of people through medium of advertisement.
Respondents choose Sony and Dawlance for TV and Refrigerator and Split AC as
their favorite brands respectively. Samsung mobile are the people favorite mobile
brand. People prefer TV advertisement for getting information of the brand and prefer
brand name which is in the advertisement. People also change the preferences of
electronic product by just seeing celebrity in an advertisement. This also proves that
customers rely on celebrity in the advertisement that remembers most.
People sometimes recall by any advertisement of brand. People also refer to get
opinion of friends about the electronic product in an advertisement. People prefer
entertainment advertisement. People prefer the brand and change the loyalty because
of features .people use internet as most reliable source for getting information of
brand. People refer Google search before they purchase of electronic product and they
examination for the creation sorts advertised in web advertisements. Individuals favor
electrical media than any further media to secure facts around the brand. The people
like branded electronic product products because of the quality. People said that
advertisement factors that influence the decision for the purchase of electronic
product. For an advertisement the price to be effective, the entertainments and the
features must be underlined. These three features generate a countless influence in
91 | P a g e

brand preference. Similarly generate brand responsiveness of a product through

advertisement on hoardings, billboard and banners and are also important to increase
brand preference. Celebrity endorsement is a big factor to attract customers and brand
preference. Advertisements play a pivotal role in changing the brand preference.

5.2 Recommendations:
Every company should do research continuously for improvement of the
quality of product.
Develop advertisement campaign which is more effective.
Advertisement message should both have persuasive and reminder oriented.
Every company should develop entertainment advertisement of their product.

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