Embed Size (px)
Citation preview
Assistance with University Projects? Research Reports? Writing
Skills?
We’ve got you covered!
www.assignmentstudio.net
WhatsApp: +61-424-295050
Toll Free: 1-800-794-425
Email: [email protected]
Follow us on Social Media
Facebook:
https://www.facebook.com/AssignmentStudio
Twitter:
https://twitter.com/AssignmentStudi
LinkedIn:
https://au.linkedin.com/company/assignment-studio
Pinterest:
http://pinterest.com/assignmentstudi
Assignment Studio © Copyright
CONSUMER
PERCEPTION
ABOUT GENDER
ORIENTATION IN
ADVERTISEMENT
OF MOBILE
PHONE
Table of Contents
INTRODUCTION: ...................................................................................................................................... 5
DEFINITION OF ADVERTISING: ............................................................................................................ 5
DEFINITION OF PROMOTION: ............................................................................................................. 6
DEFINITION OF MARKETING: .............................................................................................................. 6
MOBILE PHONES: ................................................................................................................................ 7
GENDER / SEXUAL ORIENTATION: ...................................................................................................... 8
GENDER / SEXUAL ORIENTATION IN ADVERTISEMENT: ..................................................................... 8
SIGNIFICANCE OF RESEARCH: ............................................................................................................. 9
PROBLEM STATEMENT: ..................................................................................................................... 10
SCOPE OF THE STUDY: ...................................................................................................................... 10
LIMITATION OF THE STUDY: .............................................................................................................. 10
RESEARCH DESIGN AND METHODOLOGY: ............................................................................................ 13
RESEARCH DESIGN: ..................................................................................................................... 13
TYPE OF INVESTIGATION: ......................................................................................................... 13
STUDY SETTING: .......................................................................................................................... 13
DATA COLLECTION METHODS: ................................................................................................ 13
TIME HORIZON: ................................................................................................................................. 14
EXTENT OF RESEARCHER’S INTERFERENCE: ....................................................................... 14
UNIT OF ANALYSIS: ..................................................................................................................... 14
SAMPLE SIZE: ..................................................................................................................................... 15
HYPOTHESIS DEVELOPMENT: ........................................................................................................... 15
RELATED LITERATURE: .......................................................................................................................... 17
DEFINITION OF CELLULAR/MOBILE PHONE: ..................................................................................... 17
BRAND PREFERENCES AND ADVERTISEMENT: ................................................................................. 19
THE EFFECTS OF PROMOTIONS ON BRAND IMAGE: ......................................................................... 19
BRAND PREFERRENCE AND PRODUCT ATTRIBUTE: .......................................................................... 20
DEFINING GENDER/ SEXUAL ORIENTATION: .................................................................................... 21
GENDER / SEXUAL ORIENTATION IN ADVERTISEMENTS: ................................................................. 21
SEXUAL / GENDER ORIENTATION IN CELLULAR ADVERTISEMENTS: ................................................ 23
FINDINGS AND ANALYSIS: ..................................................................................................................... 26
RESPONSES GATHERED BY QUESTIONNAIRES: ................................................................................. 26
QUESTION NO 01: ......................................................................................................................... 26
QUESTION NO 02: ......................................................................................................................... 28
QUESTION NO 03: ......................................................................................................................... 29
QUESTION NO 04: ......................................................................................................................... 30
QUESTION NO 05: ......................................................................................................................... 31
QUESTION NO 06: ......................................................................................................................... 32
QUESTION NO 07: ......................................................................................................................... 33
QUESTION NO 08: ......................................................................................................................... 33
QUESTION N0 08: .......................................................................................................................... 35
QUESTION NO 09: ......................................................................................................................... 36
QUESTION NO 10: ......................................................................................................................... 36
QUESTION NUMBER 11: ................................................................................................................ 38
CONCLUSION: .................................................................................................................................... 40
RECOMENDATIONS: .......................................................................................................................... 42
REFERENCES: ......................................................................................................................................... 43
Works Cited ........................................................................................................................................... 43
INTRODUCTION:
DEFINITION OF ADVERTISING:
Advertising can be defined as a process of conveying a product/service to the attention of
current existing customers and future prospects.
Advertising is focused on one specific product/service only therefore an advertisement plan
for it will be unique and different from the advertisement of other products and services.
Advertising is basically done with direct mail, email messages, brochures, sign boards,
commercials, personal contacts i.e. word of mouth and now a day’s social media is also used
to spread the word.
DEFINITION OF PROMOTION:
Promotion can be defined as a procedure to keep the product and services in the customers /
consumers’ mind.
It involves continuous advertising and publicity especially on print media.
The main characteristics of promotion are advertising, sales and public relations.
DEFINITION OF MARKETING:
Marketing can be defined by Kotler and Armstrong is typically based upon a simple process
of exchange by recognising the importance of products/services value to the consumer.
Marketing is the process by which company not only creates value for customers but also
built a strong customer relationship.
It is the wide range of activities involved in making it obvious that company is continuously
meeting its target i.e. recognizing the needs of their customers and in return gaining value.
Marketing plan of one product/service does differ from the other and it is a must ‘Do’ for
making product/service unique and differs from other. Therefore it can be said marketing is
usually focused on one product or service. Marketing creates brands.
Marketing activities includes following;
Inbound marketing i.e. marketing research.
Outbound marketing i.e. promotion, advertisement, public relations and sales.
This research work is based on Outbound marketing of mobile phones.
MOBILE PHONES:
A mobile phone is a device which is just like a telephone as being able to move over a wide
geographical area also known as a cellular phone, cell phone or a hand phone. It is connected
to a cellular network provided by a mobile phone operator allowing access to the public
telephone network.
Now a day’s mobile phones are also offering general computing capabilities which are
known as smart phones.
Today’s mobile phone is not only used as telephonic conversations but also have following
features;
Text messages.
Email,
MMS,
Internet access,
WAP,
Short-range wire-less communications i.e. infrared, Bluetooth.
Business applications,
Gaming
Photography etc
In Pakistan following companies are providing their cell-phones.
Samsung.
Motorolla.
Nokia.
LG.
Q mobiles.
Sony ericsson.
Others.
Mobile phones are used for different purposes like keeping in touch with family members,
conducting business and sharing pictures, emailing, capturing a moment (camera), business
purposes and even for banking purpose etc.
Mobile phones are also displayed as a high cultural context. People do display their social
status.
In today’s era mobile phones are very common and are available on all prices (low prices to
high prices).
GENDER / SEXUAL ORIENTATION:
By the term ‘gender / sexual orientation’ it means an enduring guide of attraction that can be
emotional, romantic, dramatic or any combination of these.
This term mostly refers to a sense of any person of ‘personal and social identification based
on those attractions mentioned in above lines and behaviours expressing all the above
mentioned activities.
GENDER / SEXUAL ORIENTATION IN ADVERTISEMENT:
This has been always a burning issue for the critiques that should advertisement represents
sexual / gender orientation in advertisement. Especially feminine sexual orientation in
advertisements of products for males like bikes, motor cycles, after shave lotions and razors
has been in a discussion of critiques, morning shows and even in psychology lectures.
According to psychologists, female models in the advertisement of products totally designed
for males like razors and after shave lotions etc is simply to attract and gain attention of male
customers.
How to gain attention to the advertisement of any specific product is always been a matter of
critical attention for all marketers and to answer this query, marketers put their best efforts to
present a certain stimuli to attract customers and gain their attention. These stimuli are
influenced by three different categories.
The specific characteristic of product that enhance the message i.e. enhancing the
perception of femininity or masculinity of the product.
Enhancing the characteristics of the individual that can affect and drag the attention to
the product i.e. gender-role orientation.
Situational factors can also be used to enhance the message of product.
SIGNIFICANCE OF RESEARCH:
This research work has been performed to seek the answer of following question;
Is sexual / gender orientation is necessary in the advertisement of cellular / mobile
phones?
As cellular / mobile phones are used by both genders than does it is necessary to have
a male model / female model to advertise the particular product.
One more point of discussion is can gender role orientation can enhance the message
of particular cellular / mobile phone?
And more importantly I have studied the perception of general public about sexual
orientation in advertisements of cellular / mobile phones. And this is the main
question and main topic of my research.
So for this purpose I have put my best efforts to analyse and understand the impact of sexual
orientation on the message of the advertisement of cellular/ mobile phones.
As the advertising has been the underlined topic for marketers since decades therefore this
research work possesses high importance for the young marketers to learn more about
advertising especially regarding sexual orientation in advertisements.
Furthermore this research work can be used as a helping aid by the students of advertising,
marketing and media.
And last but not the least my research work will attract the students of consumer behaviour as
well as I am studying the perception of consumers in this research.
PROBLEM STATEMENT:
The research work is basically focusing on the perception of consumers about gender / sexual
orientation in advertisement of cellular / mobile phones, therefore the problem statement of
the research work is;
Studying and analysing the impact of sexual orientation in the advertisements of cellular /
mobile phones on the perception of consumers about the certain product.
SCOPE OF THE STUDY:
This research work carries detailed analysis of the perception of the consumers of cellular /
mobile phones about the sexual orientation in the advertisement of cellular / mobile phones.
For this purpose I have interviewed many consumers. As mobile phone is a commonly used
product and now usually not restricted to specific age as now a day’s school going children
are also have their personal cellular phone but I have interviewed individuals above the age
of 20.
This research is totally bound to Pakistan i.e. I will only discuss the sexual orientation used in
advertisement of cellular phones in Pakistan.
Although in chapter # 03 i.e. literature review I will surely bring some international studies in
light about the topic of this research work.
LIMITATION OF THE STUDY:
The research study is performed with the aim of understanding and analysing the perception
of consumers regarding the sexual orientation in the advertisements of mobile / cellular
phones but due to following limitations study remains limited and superficial.
This is totally based on the responses I received from the consumers of mobile
phones.
It is very time consuming as people having busy life style and most of them are not at
all serious about my research work.
Time constraint is the main reason of studying and presenting the results on limited
sample size for such a vast research
The findings are based on the responses of respondents and there is a possibility that
respondents may not be able to understand the question.
RESEARCH DESIGN AND METHODOLOGY:
RESEARCH DESIGN:
Descriptive;
A descriptive study is taken into account for the research purpose for complete analysis and
understanding of consumer behaviour and perception towards sexual and gender orientation
in advertisement of cellular/ mobile phones. The study is basically an effort to clear the
picture of consumers’ perception about the topic.
TYPE OF INVESTIGATION:
Co-relational;
The type of investigation for this research is co-relational because of the relationship between
the role and impact of advertisements of mobile / cellular phones presenting sexual
orientation and consumers’ perception and behaviour regarding these advertisements.
STUDY SETTING:
Non-contrived.
The data gathered for the research study is mainly depending on the responses of general
public. I would also try my level best to contact the marketing department of few cellular /
mobile phones and would try to get their view on the topic. There would be no manipulation
of the environment and the respondent would be responding by presenting their expert
opinion based on their own personal perception, their knowledge and expertise.
DATA COLLECTION METHODS:
Secondary Data,
Interviews of Marketers and Advertisement Manager.
Interviews of Consumers to Study Their Perception.
Questionnaires
The research is done by interviewing different mobile / cellular phones’ users. The interviews
of advertising managers are done online through questionnaires whereas the interviews of
consumers are conducted face to face through questionnaires.
TIME HORIZON:
Cross sectional
A cross-sectional study fulfils the aim when it is conducted just once, over a period a days or
weeks or months, in order to answer the research questions.
The time chosen for the research is one month. Such a period is chosen based on ease of data
availability, significance, exactness and also due to time constraints.
For the purpose of reaching the conclusion and analytical part of this study the research is
conducted once.
EXTENT OF RESEARCHER’S INTERFERENCE:
Minimal
The researcher influence would only be limited to asking leading questions to marketers and
advertisement managers as the questions were asked via email therefore, I was not able to
influence the respondent at any level. Whereas in the interviews of consumers I presented
them a questionnaire and also asked some verbal questions and my interference was only
limited to make sure that respondents have understood the question clearly.
UNIT OF ANALYSIS:
As in the research my main aim is to understand what does consumer think about the sexual /
gender orientation in the advertisements of cellular / mobile phones, anT also evaluate that
what is the impact of sexual / gender orientation in advertisement on its consumers as in is it
effective to gain the attention or not.
Therefore the unit of analysis of this research work is;
‘The consumer of mobile/ cellular phones’
SAMPLE SIZE:
100 respondents are selected randomly.
HYPOTHESIS DEVELOPMENT:
HYPOTHESIS # 01:
H0: The consumer perception about sexual / gender orientation in advertisements of mobile /
cellular phones is very much positive.
H1: The consumer perception about sexual / gender orientation in advertisements of mobile /
cellular phones is appreciated but acceptable.
HYPOTHESIS # 02:
H0: The advertisement presenting sexual/ gender orientation proves to be very effective in
gaining attention of consumers.
H1: The advertisement presenting sexual/ gender orientation does not gain as much attention
of consumers as expected.
RELATED LITERATURE:
To get genuine and factual results in the end of this research I have gone through different
internet websites for understanding the core value of advertisements by studying different
authors. For the concrete illustration of true image of sexual/ gender orientation in
advertisement of cellular / mobile phones I have extracted very useful material from various
websites as well as Facebook pages. Some international research studies have been also taken
to consideration and reviewed to understand the efficiency of sexual / gender orientation in
advertisements. The output of those research studies has been extracted in this chapter. Not
only the research papers are taken into review but I have also represented extract of the expert
opinions about the topic in this chapter.
DEFINITION OF CELLULAR/MOBILE PHONE:
A mobile phone is a device which is just like a telephone as being able to move over a wide
geographical area also known as a cellular phone, cell phone or a hand phone. It is connected
to a cellular network provided by a mobile phone operator allowing access to the public
telephone network. (wordiq, 2010)
Today’s mobile phone is not only used as telephonic conversations but also have following
features;
Text messages.
Email,
MMS,
Internet access,
WAP,
Short-range wire-less communications i.e. infrared, Bluetooth.
Business applications,
Gaming
Photography etc
And not only these above mentioned features are provided by a single device known as
cellular / mobile phone but now a day’s mobile phones are also offering general computing
capabilities and those cellular phones are known as smart phones.
In Pakistan following companies are providing their cell-phones.
Samsung.
Motorolla.
Nokia.
LG.
Q mobiles.
Sony Ericsson.
I phone
Blackberry
Others.
Mobile phones are used for different purposes like keeping in touch with family members,
conducting business and sharing pictures, emailing, capturing a moment (camera), business
purposes and even for banking purpose etc.
Mobile phones are also displayed as a high cultural context. People do display their social
status by using high quality and high priced cellular / mobile phone
In today’s era mobile phones are very common and are available on all prices (low prices to
high prices). (wordiq, 2010)
Cellular / mobile phone service is available in urban and rural areas and along major
highways in general. As the cellular/ mobile phone user moves from one coverage area to
another, the mobile phone is efficiently passed on to the local cell transmitter (wordiq, 2010).
BRAND PREFERENCES AND ADVERTISEMENT:
Customer / consumer learn about cellular / mobile phones from many different sources, these
sources can be
A word of mouth, mostly from friends and families.
Through different advertisements, on print and electronic media and on billboards.
From their personal experience.
a promotion and advertising do have an ability to hurt or help a brand i.e. to make or to
destroy brand. That is why the making of advertisement needs a lot of attention and
concentration along with creative ideas. The significance of advertisement is still an under-
researched topic but it has its huge importance for any brand. (Mela, Gupta & Lehman, 1997)
In the long-run, advertisements help brands by making consumer less price sensitive and
more loyal. Exposure of an advertisement is very crucial to be effective in changing
consumer knowledge, attitude, perception and behaviour. (Evan, Moutinho & Raaj, 1996)
Advertising can have a very strong impact on consumers’ perception. It can change the
perception of the consumers in terms of product’s attributes, content and features. A good
advertisement can also influence consumers to change their tastes about the certain product. It
can increase the market value as well as enhance the rate of the purchase of a particular
product / service. (Gwin & Gwin, 2003)
According to few researches conducted by some expertise it has been found that females pay
more attention to the details of the character of an advertisement especially if the character in
advertisement is some celebrity endorsing that particular product / service. (Hogg & Garrow,
2003)
According to the research study done by Biehal, Stephens and Curlo in the year 1992 no
matter consumers like or dislike an advertisement it does not essentially lead to brand
acceptance or rejection. So, even though consumers may like the advertisement that they see,
it does not necessarily mean that they will go out and buy the brand advertised.
THE EFFECTS OF PROMOTIONS ON BRAND IMAGE:
Brands now a day’s have achieved great significance in society and have also become a
strategic business asset for all those companies who want to compete in today’s competitive
market as a high worth and attraction brand strength the company by providing them a
competitive advantages.
Marketing researches have also suggested the brand image is a crucial and essential factor for
brand equity, because as marketing practices have become more intricate base their purchase
decision on global ideas and impressions of the company, the brand.
As a result, companies are increasingly investing more in creating a brand image and they
need a theoretical base that systematises and defines the dimensions that significantly
influence brand image and value. (Aaker, 1996)
Some researchers have discussed about the effects of promotions. According to them effects
may depend on the promotion type or the product category. According to the researchers the
product type has a reasonable role in the effects of promotional activities on its image in the
consumers’ mind. The advertisement of some product groups can more effective than the
same promotion with the other group. Some of the researchers verified that there are
considerable and extensive distinctions between monetary and non-monetary advertisements.
(Teresa Montaner, José-Miguel Pina, University Of Zaragoza, Spain, 2008)
BRAND PREFERRENCE AND PRODUCT ATTRIBUTE:
According to marketers attributes can be define as features and characteristic of a product /
service, these features could be intrinsic and extrinsic characteristic of a brand. Customers do
look for a product/ service that would be a complete solution of their problem or to fulfil their
needs or requirements. (Mowen & Minor, 1998). In one research study, experts tried to seek
out the answer of a question i.e. why a customer selects a product based upon its attributes?
And understanding this phenomenon, experts understand consumer preferences and consumer
behaviour towards their buying behaviour as well as getting influenced by different kinds of
promotional activities. (Gwin & Gwin, 2003). The Lancaster model of consumer demand also
known as the product features and characteristics model or product attribute model is used for
the measurement of brand success and also used to evaluate positioning of the brand.
This model presumes that consumers’ choice on the characteristic / attributes / features of a
brand. Each product is a combination of different features / characteristics and the selection
of certain brand is based on how it fulfils the utility / satisfaction as maximum level in the
consumers’ limited and fixed budget.
But it doesn’t mean that this model does not have any limitations. It has two limitations
which are written as follows.
This model is static.
This model does not explain how the consumer preference is formed on the base of
products’ features.
The research study also didn’t mentioned or display a clearer picture about the role of
consumers past experience with a particular product on consumer buying behaviour and their
preferences. (Mela, Gupta & Lehman, 1997)
DEFINING GENDER/ SEXUAL ORIENTATION:
By the term ‘gender / sexual orientation’ it means an lasting conduct of attraction that can be
emotional, romantic, dramatic or any combination of these.
This term mostly refers to logic of any person of ‘personal and social identification based on
those attractions mentioned in above lines and behaviours communicating all the above
mentioned activities. It may also be taken as a gender identity i.e. a social type is activated to
promote certain product/ service. (Ademola, 2009)
Certain critics group has been taken it negatively as according to them the display of gender
orientation is not necessary for the promotion. These critics has mostly pointed that
advertisements of cigarettes, after shave lotions, razors etc i.e. a masculine product does not
need any female model to endorse it.
GENDER / SEXUAL ORIENTATION IN ADVERTISEMENTS:
This has been always a very critical and crucial issue for the critiques that should
advertisement represents sexual / gender orientation in advertisement as I mentioned above.
Especially feminine sexual orientation in advertisements of products for males like bikes,
motor cycles, after shave lotions and razors has been in a discussion of critiques, morning
shows and even in psychology lectures understanding human behaviour.
According to psychologists, female models in the advertisement of products totally designed
for males like razors and after shave lotions etc is simply to attract and gain attention of male
customers and celebrities in the advertisement help the marketers to gain attention of female
especially housewives. Even if a product is endorsed by any morning show gets huge
attention of the viewers of that particular morning show.
How to seek attention of the target audience to the advertisement of any particular product /
service is always been a matter of critical attention for all marketers and to answer this query,
marketers put their best efforts to present a certain stimuli to attract customers and gain their
attention. These stimuli are influenced by three different categories.
The specific characteristic of product that enhance the message i.e. enhancing the
perception of femininity or masculinity of the product.
Enhancing the characteristics of the individual that can affect and drag the attention to
the product i.e. gender-role orientation.
Situational factors can also be used to enhance the message of product.
In the advertisement on electronic media i.e. television gender stereotyping is likely a
strongest mode of promotion as the target audience is normally of huge amount either male or
female, popular in all ages and also have a tendency to capture attention rapidly. According
to few researches this trend has been reduced in the recent years but the pattern has been
remained and followed by the advertisers and marketers.
According to research study men in advertisement are represented and depicted as more
independent and self governing roles. Men are shown in occupations more than women.
Whereas women in advertisement are represented and depicted mainly as a housewives in
fact as a home maker mostly like busy mothers. (Ademola, 2009)
Men are more depicted to be shown in outdoor environment or in a business setting / office
setting whereas females are shown in more domestic settings like buying groceries, in
kitchen, serving food to family and many more like these. Males are more often shown as the
authorities in office whereas females are shown as the authorities at home i.e. making
decision what is best for her family etc.
But now as the trend is changing females are also shown in job settings like nursing, doctors,
teaching and as a student. (Ademola, 2009)
According to the researches gender roles have gone through different changes in recent years,
but still the individual differences cannot be ignored and differences in people perception of
the behaviour is the also main factor that should remain in minds of all marketers. Society
does have some perception and behaviour model which is according to the culture and
religion where various groups defines masculinity and femininity differently according to the
age, social class, ethnicity, sexuality and gender-roles.
So this mean there is no single masculinity and femininity but multiple masculinities and
multiple femininities. Not all men are alike which means not all can act like a leader, not all
men are aggressive, not all men are worriers, not all men are independent, not all men are
risk-taker and list goes on and on. And same case is with the females; not all women are
affectionate, loving, not all women are emotional, not all women are dependent, not all
women are gentle, not all women are nurturing, and not all women are sympathetic. Qualities
vary from person to person. Individuality remains a high importance in all domains.
(Ademola, 2009)
SEXUAL / GENDER ORIENTATION IN CELLULAR ADVERTISEMENTS:
Cellular / mobile phone is a unisex product i.e. it is not remained to single gender i.e. it can
be used by either male or female.
Both genders require cellular / mobile phone for different purposes like business
conversations, family chats, to convey messages, sharing pictures and other files etc.
In Pakistan Nokia, Samsung, Motorola has grabbed a good remarkable market share and as
these companies haven’t introduced any new series of their cellular phones that is why they
are not having any advertisements on television. Whereas Q mobiles a new player in cellular /
mobile market is advertising on televisions.
According to the marketers companies who have successful brands under their umbrella, does
not advertise on televisions continuously and when they advertise they just remind consumers
about their brand etc.
Whereas, the new entrants in mobile / cellular industry do utilize this medium i.e.
advertisement via television, to spread awareness about their brands. Through advertisements
they convey the detail about their mobiles’ features and prices etc that is why they advertise
on television. (Allan Mathew, 2009)
By reading this research I understood why Samsung has not utilized this medium i.e.
advertisement via television for its ‘Samsung Galaxy’ as it does not requires it, people are
already well aware of its quality and one ad in newspaper and via bill-board was sufficient to
inform their consumers as well as customers that they are back with the new model.
On the other hand a Q mobile is advertising their every model via television. They are
offering all kinds of cell phones from low prices to high prices, from cellular / mobile phones
offering simple cellular functions to smart phones.
In the next chapter of ‘findings and analysis’ I have surveyed about the advertisements of ‘Q
mobile’ and gathered a data and analysed it.
FINDINGS AND ANALYSIS:
The study is executed to consider and examine the effectivity of sexual / gender orientation in
the advertisements of cellular/ mobile phones.
Research is done to find out how local brand i.e. ‘Q mobile’ gained the market acceptance
through advertisements on television, by reviewing and understudying different
advertisements of Q mobile displaying sexual/ gender orientation.
To fulfil the intended objective of study I have selected 100 respondents and did a survey
through questionnaires. Some of the respondents did give their opinion verbally after filling
the questionnaires.
RESPONSES GATHERED BY QUESTIONNAIRES:
Following are the responses I have gathered via questionnaires. I have presented all responses
as it is without making any changes so that result could be easily extracted from all.
QUESTION NO 01:
GENDER OF RESPONDENTS:
ANALYSIS:
The equal number of respondents from both the genders was selected for the sample to fill
questionnaires.
INTERPRETATION:
In order to make certain that the research represents the views of both the genders, the sample was
decided on in such a way that it has an equal demonstration of both the genders.
MALE50%
FEMALE50%
GENDER OF RESPONDENTS
QUESTION NO 02:
AGE OF RESPONDENTS
AGES OF
RESPONDENTS
21 - 25 35
26- 30 28
31-35 23
36-40 12
ABOVE 40 2
ANALYSIS:
The questionnaire has been filled by the people of different ages in which 35% respondents
belong to the age group from 21-25, 28% respondents were of 26-30 age groups, 23% were
between 31 to 35 years of their age whereas 12 % respondents were of the age between 36 to
40 and only 2% were above 40.
35%
28%
23%
12%
2%
AGES OF RESPONDENTS
21 - 25
26- 30
31-35
36-40
ABOVE 40
INTERPRETATION:
Most of the respondents were between 21 to 25 years of their age i.e. 35%.
QUESTION NO 03:
DO YOU USE CELL PHONE?
ANALYSIS:
As this research study is about cellular / mobile phone therefore I have to make sure that
respondents are the users of cellular/ mobile phone.
INTERPRETATION:
All the 100 respondents were the users of cellular/ mobile phone.
100%
0%
DO YOU USE CELL PHONE?
YES
NO
QUESTION NO 04:
WHICH CELLULAR / MOBILE PHONE DO YOU USE?
WHICH CELL/ MOBILE PHONE DO YOU USE?
NOKIA 37
MOTOROLA 4
SAMSUNG 19
LG 3
Q MOBILE 20
I PHONE 8
BLACKBERRY 5
OTHER 2
ANALYSIS:
Among these 100 respondents 37% were the users of Nokia, 4% were the users of Motorola,
19% users were of Samsung, 3% were of LG, 20% were of Q mobile, 8% were of I phone,
5% were of blackberry and 2% were the user of some other brand in which 1 had the cell
phone of ZONG, and 1 has the cell/ mobile phone from UK i.e. O2.
INTERPRETATION:
38%
4%
19%
3%
21%
8%5%
2%
WHICH CELL/ MOBILE PHONE DO YOU USE?
NOKIA
MOTOROLA
SAMSUNG
LG
Q MOBILE
I PHONE
BLACKBERRY
OTHER
Most of the users were of Nokia i.e. 37% whereas 20 % users were of Q mobiles, 19% users
were of Samsung.
QUESTION NO 05:
HAVE YOU SEEN THE ADVERTISEMENTS OF THE BRAND OF CELLULAR / MOBILE PHONES
YOU ARE CURRENTLY USING?
ANALYSIS:
30% respondents said they do saw the advertisement of the brand they are using currently
whereas 3 % replied in No and 67% did not remember that they saw the advertisement of the
brand they are currently using or not.
INTERPRETATION:
Most of the users did not remember that they had seen the advertisement of the brand they are
using whereas 30% said that they saw the advertisement of the brand they are currently using
and then made the decision of buying it.
30%
3%
67%
HAVE YOU SEEN THE ADVERTISEMENTS OF THE BRAND OF CELL PHONE YOU ARE
CURRENTLY USING?
YES
NO
DON'T REMEBER
QUESTION NO 06:
CAN YOU RECALL ANY ADVERTISEMENT YOU HAVE RECENTLY WATCHED ON TELEVISION?
ANALYSIS:
95% respondents replied in yes and 5% replied in no.
RECALLED RESPONSES:
Q mobile NOIR starring Emman Ali.
Q mobile model 786.
Q mobile E 6 starring Faisal Qureshi
Q mobile E 750
Samsung Galaxy on Indian channel
Nokia ASHA on Indian channel
INTERPRETATION:
95% did recall the advertisement of cellular/ mobile phones. And all the recall advertisements
were of “Q mobile” on the media channels of Pakistan. This tells that Nokia and other
successful brands have captured a huge share of the market of Pakistan that they do not
95%
5%
CAN YOU RECALL ANY ADVERTISEMENT YOU HAVE RECENTLY WATCHED ON TELEVISION?
YES
NO
require to advertise a lot whereas “Q mobile” is new in cellular industry therefore it is
availing the television medium for its advertisements.
QUESTION NO 07:
DO YOU KNOW WHAT SEXUAL ORIENTATION IS?
ANALYSIS:
According to the answers of this question 52% respondents responded in ‘yes’ whereas 18%
said ‘no’ and the left 30% responded in ‘may be’.
INTERPRETATION:
Most of the respondents knew sexual orientation.
QUESTION NO 08:
IF YOUR ANSWER IN QUESTION # 07 IS ‘YES’ THEN WRITE BELOW WHAT DO YOU THINK
SEXUAL ORIENTATION IS ?
RESPONSES:
52%
18%
30%
DO YOU KNOW WHAT SEXUAL ORIENTATION IS?
YES
NO
MAY BE
Sexual orientation is displaying of models.
A female model in advertisement is sexual orientation.
A sexual attraction based on the gender.
It is something that refers to a long lasting pattern of emotions
Attraction of the opposite sex.
Sense of an individual based on gender identity.
A sense of attraction related to individual’s behaviour
It is the combination of one’s attractions to women and/or men.
Attraction of opposite sex in advertisements and dramas.
Sexual attraction shown in television programs and movies.
INTERPRETATION:
By gathering these responses I realized that the respondents do have some idea about sexual
orientation.
But I need to explain sexual orientation to all of them so that they may understood the core
reason of this research work and co operate accordingly by giving their views about the
sexual orientation in the advertisements of cellular / mobile phones.
QUESTION N0 08:
HAVE YOU EVER WITNESSED SEXUAL ORIENTATION IN ADVERTISEMENTS?
ANALYSIS:
54% respondents replied in yes that they have witnessed sexual / gender orientation in
advertisements, 28% said to some extent they have witnessed whereas 38% said that they
don’t have any idea about it. But no one said that they have never witnessed sexual / gender
orientation in the advertisements.
INTERPRETATION:
Most of the respondents i.e. 58% respondents said they have witnessed the sexual / gender
orientation in advertisements.
34%
28%
38%
0%
HAVE YOU EVER WITNESSED SEXUAL ORIENTATION IN ADVERTISEMENTS
ALWAYS
TO SOME EXTENT
DON'T KNOW
NEVER
QUESTION NO 09:
WHAT DO YOU THINK IS IT ESSENTIAL/NECESSARY FOR THE ADVERTISEMENTS?
ANALYSIS:
According to the responses 39% said yes it is necessary whereas 52% responded by selecting
‘no’ 3% respondents said that they have no idea. Whereas 10% said that maybe it is
important for the advertisements.
INTERPRETATION:
Most of the respondents i.e. 52% responded by selecting ‘No’ as according to them sexual /
gender orientation is not necessary for the advertising, promotional activities and other
marketing activities.
QUESTION NO 10:
IN YOUR VIEW WHAT SHOULD BE DISPLAYED MORE IN THE ADVERTISEMENTS OF CELLULAR
/ MOBILE PHONES?
35%
52%
3% 10%
WHAT DO YOU THINK IS IT ESSENTIAL / NECESSARY FOR THE ADVERTISEMENTS?
YES
NO
NO IDEA
MAY BE
RESPONSES:
Following are the responses I received in response of question number 10. All responses are
written as it is.
Umm I guess the features of cellular/ mobile phones should be prominent.
If the cellular / mobile phones are endorsed by the super star then it will be
appreciated by more.
A little humour should be there in the advertisement.
Features should be explained.
Advertisement should be short.
Ahh advertisement... it is a total waste of time.
I have no idea about it but I guess look of mobile / cellular phone matters more.
Unique features should be highlighted as now a day’s apparently all cellular / mobile
phones are now offering big screen, torch, camera, internet sharing... there must be
something unique.
There should not be any advertisements especially during matches.
Price should be mentioned in the advertisement.
Features, price, display and anything they want to show.
I don’t know anything about advertising but it should not be vulgar, at least it should
follow cultural norms and values.
Features of the cellular / mobile phone are the main and integral part of it so they
should tell more about them.
Anything that makes sense should be portrayed in advertisements.
Any jingle that could capture good attention
Features and what else
And the list goes on...
INTERPRETATION:
By reading all the responses I have understood that advertisement of cellular / mobile phones
should enhance or display more about its features but in a decent way and setting which is
according to the cultural norms and values of the country.
QUESTION NUMBER 11:
ANY COMMENTS ABOUT THE ADVERTISEMENT OF CELLULAR / MOBILE PHONE YOU HAVE
RECENTLY SEEN ON TELEVISION?
Q mobile NOIR starring EMAAN ALI does not make any sense. Ok it was supposed
to give an idea that it is a smart phone but the zombie look of emaan ali didn’t make
any sense.
I like Q mobile NOIR as a cell phone, I’m using it but its advertisement is really
pathetic.
Q mobile E6 is a good advertisement; it does mention the features of cellular phone.
The advertisement of Q mobile E 750 is confusing.
The advertisement of NOKIA ASHA I saw on Indian media was good it reflected the
festival of India.
The advertisement I saw on foreign channel of cellular phone was of SAMSUNG
GALAXY, it was simple advertisement, no models no jingles.
Q mobile is using sexual orientation in its advertisement I guess it’s because it is a
new company that is why it is using a models to advertise it.
NOIR advertisement has shown that it is for an elite class but the price 9000 does not
matches with the elite status.
NOIR is a smart phone and advertised as a cell phone of high class and it has a
reasonable price, which inspires me to get it.
CONCLUSION:
HYPOTHESIS # 01:
H0: The consumer perception about sexual / gender orientation in advertisements of mobile /
cellular phones is very much positive.
H1: The consumer perception about sexual / gender orientation in advertisements of mobile /
cellular phones is acceptable but not appreciated.
Well after gathering responses and understanding the perceptions I realized that consumer
perception about the sexual / gender orientation in the advertisement of cellular / mobile
phone is not very positive i.e. they do not admire sexual / gender orientation a lot but the
youth has no issues with the sexual orientation. But most of the consumers of cellular /
mobile phones need to see more information about features and prices of cellular / mobile
phone in the advertisements and if it is endorsed by any celebrity then it is more appreciated.
According to the consumers the advertisements of cellular / mobile phones do not require any
sexual / gender orientation to capture attention
Therefore study suggests
Reject H0 and Accept H1.
HYPOTHESIS # 02:
H0: The advertisement presenting sexual/ gender orientation proves to be very effective in
gaining attention of consumers.
H1: The advertisement presenting sexual/ gender orientation does not gain as much attention
of consumers as expected.
According to the consumers’ perception I studied via questionnaire, I learnt that sexual
orientation / gender orientation in the advertisement of cellular / mobile phone does not gain
as much attention of consumers as expected therefore;
Reject H0 and Accept H1
By this research study I have concluded;
The consumers do not appreciate sexual / gender orientation but as it has become very
common in all mediums that is why consumers did not show any negative thoughts but still
they are not very positive about it. All consumers of mobile / cellular phones need the
advertisement conveying information about the features, prices and any unique selling
proposition. Consumers do not mind if the cellular phone is endorsed by any celebrity but
when the advertisement do not reflects the cultural value it does make consumer dislike that
ad.
RECOMENDATIONS:
I will suggest that another research should be conducted to understand the perception of the
consumers about the particular issue but the research should identify the result via age
differences so that marketers could seek and avail the opportunity to capture the right target
market of the particular product.
Due to time constraint I was unable to interview the marketers and advertising agencies
therefore in the next research study I will suggest to include the marketers views as well as
the advertisement managers who are designing the advertisements of cellular / mobile phone.
I recommend that advertisement of cellular / mobile phone should highlight the USP of the
particular cellular phone as well as other features and price range.
REFERENCES:
Works Cited
Aaker, D., 1996. Construir Marcas Poderosas, Ediciones Gestión 2000, Barcelona.
Ademola, O. B., 2009. Effects of Gender-Role Orientation, Sex of Advert Presenter and Product Type
on Advertising Effectiveness. European Journal of Scientific Research, 35(4), pp. 537-543.
Allan Mathew, 2009. Cellular Advertisements, s.l.: s.n.
Evan, Moutinho & Raaj, 1996. Advertisements- Changing Consumers' Perception, s.l.: s.n.
Gwin & Gwin, 2003. Impact Of Advertising On Consumers' Purchasing Behaviour, s.l.: s.n.
Hogg & Garrow, 2003. European Journal Of Marketing, 34(6/7).
Mela, Gupta & Lehman, 1997. Brand Preference and Advrtising, s.l.: s.n.
Mowen & Minor, 1998. Brand attributes and consumers' Preference, s.l.: s.n.
Teresa Montaner, José-Miguel Pina, University Of Zaragoza, Spain, 2008. The Effect Of Promotion
Type And Benefit Congruency On Brand Image. The Journal of Applied Business Research, 24(3).
wordiq, 2010. Mobile Phone - Definition. [Online]
Available at: http://www.wordiq.com/definition/Mobile_phone
[Accessed 7 nov 2012].
