ZENITHInternational Journal of Multidisciplinary Research Vol.2 Issue 2, February 2012, ISSN 2231 5780 A STUDY ON IMPACT OF VISUAL MEDIA ADVERTISEMENTS ON WOMEN CONSUMERS BUYING BEHAVIOUR IN CHENNAI CITY T. RAVIKUMAR* *Assistant Professor, ISSM, Chennai -97. ABSTRACT Advertising has been emerging great prominence as the potent tool on the marketing of goods and services by both the industrial and non- industrialized nations. It is regarded more as an investment than expenditure in the developing nations too. It has now been acknowledged as a major business function in India. The attitude towards advertising has been ever changing at a rapid pace with diversifications and dynamism. The advertiser, the agency, the media and the consumers view advertising according to their desires, expectation and opportunities. Hence advertising is no longer viewed as a secondary business activity, but has come to be accepted as a supportive service and a contributory input for diversified growth. The goals of advertising have been changed, modified, adjusted and re-defined over the years in India. This article makes on attempt to sudy about impact of visual media advertisements on women consumers buying behaviour in Chennai city in this LPG era. ______________________________________________________________________________ INTRODUCTION Consumption is the soul and the purpose of all production. So peter ducker was apt in saying, “it is consumer who determines what the business is”. A consumer is one who does some physical activities and deliberates to take decisions concerning purchase and to dispose off on to evaluate products and services. Consumer is “an individual who purchases products or services for his own or his family‟s personal use”. Consumer behavior reflects the totality of consumers‟ decisions with respect to acquisition, consumption and disposition of goods, services, time and idea by (human) decision making units (over time). It also includes whether, why, when, where, how, how much and how often and how long consumer will use or dispose of an offering. Consumer purchasing behavior covers “all activities and decisions which relate to choosing products, purchasing and postpurchasing use”. The markets are consumer driven these days and the target of all marketing activities is consumers. To understand the consumers, are not easy jobs as his behavior is mostly unique and unpredictable. This has made the firms to step in to the shoes of the consumers to understand their selection and purchase of products and services from their point view. Marketers need to identify the end users of product and services and frame marketing plans than considering the wholesalers and retailers who actually are the intermediaries in the process of purchase. Marketers, therefore, should consider the consumers and then develop their plans of action. Here 146 www.zenithresearch.org.in ZENITH International Journal of Multidisciplinary Research Vol.2 Issue 2, February 2012, ISSN 2231 5780 lies the essence of marketing. The consumer is king and all actions should start with this notice in mind. The consumers differ from each other by age, income, life style, character, sex etc and all these influence their purchasing decisions. The consumer is not as trusting, loyal and malleable than in the past. Having and preserving their independence and individuality is highly valued by today‟s consumers, even more than being in conformity with social norms. Veiko Jurisson professor in Audentes University in Estonia wrote in 2006 that Today‟s developed countries‟ consumers have no problems obtaining necessity products; there is over abundance of things. Therefore, more and more meaningful purchases. Jurrison says that two principle processes have taken place in today‟s information based society; globalization and individualization. Consumers‟ significantly risen knowledge forces all producers around the world to become more flexible in order to live up to consumers‟ expectation. Products‟ dictatorship is being replaced with consumers‟ pressure to diversify the choices and make then as individual as possible. The process of consumption has long been associated with sex and gender, thus, it comes no surprise that consumer researchers often examine the effects of these variables on consumer behavior. Men and women are different consumers. Paco Underhill who has researched retail shopping over 20 years wrote in his book “why we buy: The science of shopping”, Men are less predictable than women. He says that, for example, men move faster between the shelves of retail shop and as a rule they don‟t like to ask personnel for help. Underhill pointed out some of research statistics: 65 % of men who try something on also buy it; only 25% of women do the same. 86% of women look at product‟s price tag dewing the purchasing process, whereas only 72% of men do that. Men are more easily influenced by salient displays and children‟s requests (men can‟t say “no” to children). From this, it is clear that men are emotional in purchase while women are rational in it. Therefore, the present study has researched “consumer behavior and attitudinal preference of women towards advertisement”. Attitude is an important concept in research on marketing. Fishbone defined an attitude as “a learned predisposition of human being”. Based on this predisposition, “an individual would respond to an object (or an idea) or a number of things (or opinions)”. Kotler stated that “an attitude is a person‟s enduring favorable or unfavorable evaluations, emotional feelings and action tendencies toward some object or idea”. The relationships between attitude, intention and behavior have been studied and confirmed in numerous studies. Advertising is a measure of growth of civilization and an indication of the striving of the human race for betterment and perfection. The explicit function of advertising is to make the potential audience aware of the existence of the product, service or idea which could help them fulfill their self needs and spell out the differential benefit in a competitive situation. It is also an instrument for developing the basic motivations for creating resources for buying goods and services or generating favorable conditions for the acceptance of an idea. 147 www.zenithresearch.org.in Besides. The parameters for judging advertising have witnessed a sharp change in India and the quality and performance of advertising agencies in our country have also improved. Hence advertising is no longer viewed as a secondary business activity. washing machines. It has now been acknowledged as a major business function in India. toiletries. the agency. mixies. there has been a considerable increase in sales promotion activities of incentive merchandising schemes which have increased considerably in the last decade. But. 1504 crore and in 2003. has showed a tremendous increase from 7 percent to 19 percent and the outdoor media to 10 percent of the total. ovens have also become as popular in India consequent upon the emergence of T. 75 crore. radio and cinema represented 7 percent. advertising has been maturing itself as a profession in the country. press constituted the single largest media of advertising which accounted for 77 percent of the total media in the country while the relative shares of T. it jumped to Rs. the economic.durables such as Soaps. cultural. curry powders. but has come to be accepted as a supportive service and a contributory input for diversified growth. in Indian media. it reached the height of Rs. social. advertising in India. the relative share of T. cultural. confectionaries.V. political and business environments of the country has tremendously changed and these changes have brought about a significant change in the attitude of the people towards advertising.industrialized nations. The goals of advertising have been changed.V as a powerful media of advertising. social. modified. growth of advertising industry is phenomenal. fans. It is regarded more as an investment than expenditure in the developing nations too. In 1974. Gradually. 148 www. the media and the consumers view advertising according to their desires. had become a necessary evil by 1980‟s and is now being viewed as an absolute necessary. outdoor media. February 2012. expectation and opportunities. by 1989.zenithresearch.org. there has been a sudden proliferation of options in 1980‟s with T. Readymade garments. which indicates the increased relevance of advertising in Indian economy. cigarettes etc. radio and cinema has declined to 67 percent. Thus. The attitude towards advertising has been ever changing at a rapid pace with diversifications and dynamism. During the period. fridges. In 1984. 5 percent and 4 percent respectively. adjusted and re-defined over the years in India.V. two wheelers television sets. which was considered as an unnecessary evil during the 1960‟s. This has influenced significantly the psychology. The advertiser. overriding all other media in the country.V. ISSN 2231 5780 STATEMENT OF THE PROBLEM Advertising has been emerging great prominence as the potent tool on the marketing of goods and services by both the industrial and non. In 1990. herbal products. 6 percent. Advertising in India has been gaining sophistication during recent years. ready to eat items. From a scenario in the seventies where options were limited and the print medium was the single most dominant medium. tooth pastes. religious and governmental motives and objectives. the relative shares of press. Advertising is being used not only for economic and business gains but also for political.2 Issue 2. Now a day. the amount spent in India for advertising was as low as Rs. In India.ZENITH International Journal of Multidisciplinary Research Vol. 3 percent and 1 percent respectively.in . sociology and economics of the advertiser. Most of these were naturally for low prices mass consumer non. the agency and the media.15000 crore. Consequently. it is essential to study about impact of visual media advertisements on consumer behavior and attitudinal preference of women. paten of consumption. In this chapter. February 2012. and a search for and evaluation of information about the products and brands that might satisfy it. Pre – purchase activity might consist of the growing awareness of a need or want.org. tastes and preference. Post purchase activities include the evaluation of the purchased item in use and reduction of any anxiety which accompanies the purchase of expensive and infrequently bought items. of an average Indian have also been undergoing a drastic change and are being dictated at present by television programming advertisements and online (internet) advertisements. a detailed literature survey on consumer behavior is presented by classifying consumer behavioral patterns under five heads. using and disposing of economic goods and services.in 149 .purchase and post purchase activities . 3. Moreover. there is a steady increase in usage of internet due to information technology explosion by the end of 1990‟s. 2. et al define consumer behavior as “those acts of individuals directly involved in obtaining. To study about consumer preferences of women in Chennai city REVIEW OF LITERATURE In the marketing context . Hindi films being legalized on the video circuit in 1987 and the invasion of satellite TVs in to the Indian media scene since 1991 have spurred this boom. Major developments like the growth in Doordarshan‟s network. purchasing behavior etc. Therefore.To analyze impact of visual media advertisements on consumer buying behavior of women in Chennai city. Engel. Each of these has implications for purchase and repurchase and they are amenable in differing degrees to market influence.2 Issue 2.To study about attitudes of women consumers in Chennai city towards visual media advertisements. This section of this study reviews available review of literature on consumer behavior and impact of visual media advertisements to find the research gap. Most of the people especially women used to spend a substantial part of their leisure hours in front of Television. including the decision processes that precede and determine these acts”. but also to patterns of aggregate buying which include pre. the lifestyles.ZENITH International Journal of Multidisciplinary Research Vol. a dramatic increase in home entertainment options was seen in the Indian society in general and in Tamilnadu particularly. OBJECTIVES OF THE STUDY The objectives of this study include 1. ISSN 2231 5780 The boom in electronic media commenced with the introduction of colour transmission of television in 1984 to coincide with the Asian games hosted by India.zenithresearch. www. the term consumer refers not only to the act of purchase itself . Consequent upon these factors. but. This is an economic definition and doesn‟t tap in to wishes or dreams. to design and evaluate new product or service strategies. managers require an understanding of how consumer form preferences and how they will behave if a new product or service is launched. 150 www. Ability to purchase goods does not determine a consumer‟s likes or dislikes. of various bundles of goods. One can have a preference for Porsches over Fords but only have the financial means to drive a Ford. a stimulus. Preferences are independent of income and prices.ZENITH International Journal of Multidisciplinary Research Vol. February 2012.org. As it is known from theory of Reasoned Action and theory of planned Behavior. ISSN 2231 5780 * Consumer preferences * Consumer attitude Further. Therefore. Accurate predictions on consumer response coupled with models of production costs.in . * Advertisements * Visual media advertisements CONSUMER PREFERENCE: CONCEPT AND IMPORTANCE Consumer preferences are defined as the subjective (individual) tastes. as measured by utility. affect and conation. A major influencing factor on attitude toward an advertisement is the general attitude toward the advertising medium. tax rates. The attitude which a consumer has with regards to a brand has an impact on a consumer‟s intention to purchase the brand offering. Consumer preference is used primarily to mean an option that has the greatest anticipated value among a number of options. cash flow and product line considerations can lead to more successful products and can reduce the risk of failure. CONSUMER ATTITUDE In general. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer. literature survey on advertisement is reviewed classifying those under four heads. attitudes have a considerable impact on behavior. such as visual media advertisements of a particular brand.zenithresearch. attitudes are mental states used by individuals to structure the way they perceive their environment and guide the way they respond it. Preference and acceptance can in certain circumstances mean the same thing. it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options while acceptance indicating a willingness to tolerate the status quo or some less desirable option. has an effect on a Consumer‟s belief system which in turn influences and leads to the consumer developing a specific attitude towards the advertised brand. According to Fishbein‟s attitude theory.2 Issue 2. but for all practical purposes is an appropriate definition. Consumer attitudes consist of three components that is cognition. thought listings in reaction the word “ advertising “ were categorized in to areas such as function .zenithresearch. Interest in the attitudes towards advertising in general construct gained momentum as researchers showed it was an important underlying determinant of attitude towards the ad. ethics.in 151 . researchers have tried to measure attitudes towards advertising among adult consumers and among student samples and these attitudes have been the focus of comparisons on a cross. Bauer and Greyser suggested advertising had important economic and social effects. world mediate the effectiveness of any given ad. ISSN 2231 5780 Attitude towards advertising in general were expected to influence the success of any particular advertising. advertising is a fraction of the incoming messages that the individual receives. Until the early 1960s. advertising is communication that provides generally useful. It is an external stimulus that arouses dormant needs. or is judged by the consumer to be redundant. advertising is basically a brand exercise. From the communication point of view. Mihal used customized rating scales to measure attitudes specifically towards television advertising. According to David Ogilvy. every ad should be thought of as a contribution to the brand image. and developed a set of belief items related to positive and negative outcomes of advertising in these specific areas. application and use. affective response . meaningless or irrelevant. industry and user related . in competition both www. ADVERTISING Advertising is an important marketing communication strategy.cultural basis. It seemed reasonable to anticipate a person‟s predisposition to respond consistently towards advertising in general. Over the years. practice . relevant and pertinent information upon which the consumer either acts immediately or stores for later reference. An advertisement affects advertising effectiveness since it was found to be an important antecedent of brand attitudes. purchase behavior. services and institutions. either favorable or unfavorable. It results in „inner tension‟ among prospective buyers. in marketing mix. Other researchers expanded the belief inventory to include perceptions related to other aspects sexual content and use of women. But the specific meaning attributed to advertising should be viewed from different angles. In this sense. deception and falsehood. studies measured general advertising attitudes as an overall favorability or unfavorability factor. During 1990s. Generally speaking. The single crucial reason that advertising does not work is that in specific instances the information it conveys never reaches the consumer at all. to measure attitudes towards adverting in general. Form the viewpoint of sending and receiving message. advertising fills “consumer information gap”. In fact. evaluation of alternatives. Advertising messages seek to attract our attention and to convert our allegiance to products. February 2012. who popularized the concept of „Brand Image‟ in 1953 and promoted world-renowned advertising agency O&M (Ogilvy &Mather). advertising is the art of moving an idea from one man‟s head into the head of another.2 Issue 2. It leads to different stages of decision-making process namely identification of alternatives.ZENITH International Journal of Multidisciplinary Research Vol. Ultimately.org. the better. having a central sales idea. Advertising can suggest. They even go further and say that it can persuade people to buy inferior products. People could develop central theme. Then. Ad motivates people by arousing or stimulating their dormant needs. 1996). Advertising can communicate new information. give it news. ISSN 2231 5780 with message that have nothing to do with them and with message about them from other non advertising sources. He also describes that normally a time lag occurs between advertising outlay and sale results. having a central sales idea. Aaker et. and use that knowledge to increase results and avoid mistakes. An article titled “To succeed in advertising. they could give it news. only a skilled man . various factors contribute in different dimensions to the success of an advertisement. advertising is a much cheaper way to reach target consumer since it uses mass media. When compared to other communication mixes. advertising has two objectives namely. He must learn that certain effects lead to certain reactions. Scott‟s (1943) opinion the effects on advertising outlays upon profit and liquidity are important considerations in setting outer limits for advertising. it was through the interpretation of “make it swing” that creative ability comes to its full flow in advertising.al (1997) quotes that the competent advertising man must understand psychology. In general. But.2 Issue 2.org. according to Devoe (1956). In his opinion the firm‟s resources set a real limit on advertising outlay. An intellectually planned ad can be the door opener in the decision-making process in buying. It reads “Advertising can create awareness”. believe the hype‟ highlights the impact of advertising. The basic principles in successful advertising are: Developing a central sales idea. There are a set of opponents who hold that advertising is a pack of lies and a manipulation.ZENITH International Journal of Multidisciplinary Research Vol. Advertising can use complex visual and emotional devices to increase the persuasiveness of the message. Brand awareness alone works in 3 important ways:1) It creates the possibility of purchase 2) It helps people see a brand in the store 3) It biases people in favor of the known brand advertising can create a model people wish to identify with and imitate. the motivation turns to probe the reasons for the success of some ads based on the psychology of advertising. frequently more credible than advertising”. it is an important tool that influences the buyer behavior of consumers. The existence of this cynical view aroused the interest of researcher in knowing how ads work and whether all ads work? It is an accepted fact that all ads do not work in the some direction and are not equally effective. In Jerome D. and humans are suggestible being” (Thomas. February 2012. It is an accepted fact that all behavior starts with motivation. only a master could “make it swing”. but only an expert. The relevance of advertising is that it is the most effective way for reaching mass audience. Of course.zenithresearch. Behavioral or action objective and sales objective.in . 152 www. make it swing. Ad can effectively arouse both biogenic and psychogenic needs. From the behavioral point of view. The move he knows about it. creating awareness and building preferences. passive medium. using visual media like television. The third concept put forward by him is the concept of the impression of message. Moreover the advertisement should be communicated to the people on whom it is aimed. all products are not equally advertsable. ideas or services”.B. an advertisement must basically be a believable one. In C. Simple techniques. this very passivity was at the core of the advertising strategy of television networks. Martin Mayer (1958) puts forward three basic concepts with regard to a good advertisement: in his opinion. buying motives. messages should be clear. Another point worth noting is that the role of television as an information medium has not declined significantly after the acceleration of Internet use. As such. viz. about organization. hidden qualities. Television.zenithresearch. There was no remote control yet. Repetition is another key concept in the case of advertising. the Primary demand. Joshi (1968) state an effective advertisement should be done strictly in the language of the customer and it should be inserted at the right time in the right place and also in the right media. They are of the view that there are five factors. Ninetythree percent of Americans watch a network television program in the course of a week. 153 www.in . Joel Dean (1951) observes that the advertising expenditures for each product should be pushed to the point where the additional outlay equals the profit from the sales caused by the outlay. as we know it. which must be analyzed carefully to determine the advertiseability of a product. such as the use of pictures or diagrams also increase the believability of the advertisement. Producers of early television programs relied on this passivity to sell advertising. service or idea. According to the Benton Foundation (2000): Despite the current frenzy surrounding new media. TV is still the most watched and most trusted source of information in the US. According to Freed (2000). they were likely to stay watching that channel all evening. In Roose Reeves (1967) opinions. ISSN 2231 5780 Analyzing the maximum extent up to which a firm can spend on advertising. product. it is generally described and thought of a one-way..L. from an identified sponsor. and 69 percent of Americans say TV is the most trusted source of information. February 2012. complete and attractive. He suggests that it is better to have a long series of small advertisements than one extremely large advertisement as these act as memory ticklers among the consumers. cinema trailer.ZENITH International Journal of Multidisciplinary Research Vol. They knew that once the family had tuned in a channel and settled back on the comfortable sofa. internet etc. Mamoria and R. VISUAL MEDIA ADVERTISING Visual media advertising is defined as “paid non – personal communication.org. intended to persuade the audiences or spectators to purchase or take some action upon products . In his opinion. no channel surfing. is broadcast to a large section of the public. differential advantage and money in every marketing situation.2 Issue 2. Various statistical tools like mean.” and “human message. ISSN 2231 5780 Interactive digital television can be seen as the product of the convergence of computer communications and broadcast technology. effective media placement decisions are becoming more important than ever before. one way ANOVA. from 1 percent in 2002 to 35 percent in 2003. and the greatest rise is for keyword search. On the other hand. Clicking on a banner ad represents a low level of interaction of this nature while choosing an ending among many for an online movie represents a higher level of interactive communication with a message. banner ads gradually declined from 56 percent in 1998 to 21 percent in 2003. The primary data for the study was collected through well structured questionnaire from women in Chennai city. in some cases. standard deviation.” among others.ZENITH International Journal of Multidisciplinary Research Vol. pay TV and interactivity 2) Interactive services carried in the broadcast signal 3) An interactive return channel through phones or cable wires. The sample size was 576.2 Issue 2.in 154 . This interaction can be “human-machine. Sponsorships observed a similar decrease from 33 percent in 1998 to 10 percent in 2003. www. for example. fragmentation of TV channels and increase in the size and number of ad slots has resulted in viewers increasingly paying even less attention to the commercials. rich media gained from 2 percent in 2002 to 8 percent in 2003. The internet provides the means for “interaction” between buyers and sellers to such a degree that some have suggested this is the defining characteristic of the internet. February 2012. totally „in charge‟ of their viewing experience. The interactivity element is expected not only to change the face of the technology but to foster a radical shift in viewing habits. modifies the message with which he/she is interacting. becoming the leading format of internet advertising. Torris et al. There are dramatic changes in the use of internet advertising formats. t test and factor analysis were employed. (2000) define interactive digital television as relying on three main elements: 1) A combined set-top box that delivers digital broadcasts. transforming the „couch-potato viewers‟ of yesterday in full participants. RESEARCH METHODOLOGY This study involves an examination of impact of visual media advertisements on women consumers‟ buying behavior and on their attitude towards visual media advertisements. The advent of remote controls.org.” “machine-machine. “human-message” interaction where the user relates to and. “Interactive Communication” refers to.zenithresearch. Data collected was analysed using SPSS 17 version. Consequently. For example. 2 15. February 2012.4 60.7 100 www.5 9. TABLE – 1:DEMOGRAPHIC VARIABLES OF THE RESPONDENTS No.zenithresearch.7 40.in Percentages 31 347 188 10 576 5.8 41.1 98 286 47 89 56 576 17 49.7 100 155 . Of Respondents No I Particulars AGE Up to 18 yrs 19 yrs to 40 yrs 41 yrs to 60 yrs More than 60 yrs Total II OCCUPATION Government employees Private sector employees Self employed Professionals House makers Total III EDUCATION Up to HSC UG PG 50 235 237 8. ISSN 2231 5780 DATA ANALYSIS AND INTERPRETATION ANALYSIS OF DEMOGRAPHIC CHARACTERISTICS OF WOMEN CONSUMERS The demographic characteristics of the sample women reveal certain features which are summarised in coming paragraphs.2 32.ZENITH International Journal of Multidisciplinary Research Vol.6 1.org.2 Issue 2.7 8. 4%) are unmarried. 17% of the respondents work in government sector.1 100 395 181 576 68. 2.3 9.zenithresearch. It is also an indicator of increased rate of higher education among Indian female. With regard to the age group. February 2012.2 Issue 2.in . About 49.ZENITH International Journal of Multidisciplinary Research Vol. 4. Sample population reveals that 41. It indicates that there is a sharp increase in female literacy in India.6 31.6% of the women are married and the rest (31. 3. 156 www.4% of the sample and those with above Rs 20000 constitute 22. 5.org. Further.8% (235) of the women have completed under graduation.2% of the women belong to the age group of 19 yrs to 40 yrs.7% of the respondents are working in private sector.1% (237) of the women have completed their post graduation and 40.0 8.6%. The study shows that 68. Women with monthly income up to Rs 20000 constitute 77. 1.4 100 279 167 48 53 29 576 48.4 100 Important demographic characteristics of the sample women are presented below.2 5. 60.4 29. ISSN 2231 5780 Professionals Total IV MONTHLY INCOME Up to Rs 10000 Rs 10001 to Rs 20000 Rs 20001 to Rs 30000 Rs 30001 to Rs 50000 More than 50000 Total V MARITAL STATUS Married Unmarried Total Source: Primary data 54 576 9. of Respondents Percentages DO YOU WATCH T.2 36.V.00 PM 11.V 06. PROGRAMME Movie and programmes Mega serials Sports and Games News Songs its related 75 152 41 70 209 13.01 PM to 07.01 AM to 05.00 PM 05.8 1.01 PM to O5. satellite channels.ZENITH International Journal of Multidisciplinary Research Vol.0 26.in 157 .7 11.00 AM 10.1 64.1 12. February 2012. PROGRAMMMES REGULARLY? Yes No Total 511 65 576 88.7 3.org.4 7. ISSN 2231 5780 ANALYSIS OF WOMEN CONSUMERS’ PREFERENCES Consumer preferences of the sample with regard to television programmes.1 18.zenithresearch.3 100 II THE MOST PREFERRED TIMING OF WATCHING T.00 AM to 10.2 Issue 2. advertisements and visual media advertisements have been presented below: TABLE – 2: CONSUMER PREFERENCES OF THE RESPONDENTS No I Particulars No.3 www.00 PM 07.V.0 100 III THE MOST PREFERRED T.01 PM to 11.59 AM Total 10 18 104 373 6 511 1. 6 4.5 12.9 158 .3 19.zenithresearch. Star Vijay Raj T. ISSN 2231 5780 Others Total IV 29 576 5.6 8.3 www.6 8.V.V. Kalaingar T. February 2012.org.7 10.0 100 THE MOST PREFERRED TAMIL SATELLITE CHANNEL Podhigai Sun T.2 17.3 16.in 100 VI THE MOST PREFERRED NEWS CHANNEL Sun News Kalaignar News NDTV 234 47 103 40.5 4.V. Others Total 9 268 27 5 182 27 58 576 1.9 31.V.0 40.ZENITH International Journal of Multidisciplinary Research Vol.7 0. Jaya T.2 Issue 2.1 100 V THE MOST PREFERRED NON -TAMIL SATELLITE CHANNEL Asianet Gemini Zee Discovery Pogo Others Total 19 111 92 234 49 71 576 3.6 46. 8 0.9 100 www.2 Issue 2.3 11.3 4.zenithresearch.9 4.9 13.6 159 .7 100 THE MOST PREFERRED SPORTS CHANNEL DD Sports Star sports ESPN Neo sports Ten sports Others Total 69 209 66 39 169 24 576 12.2 100 VIII DO YOU WATCH MOVIES IN THEATERS Yes No Total 490 86 576 85.8 29.5 6. February 2012.9 1.in IX FREQUENCY OF WATCHING MOVIES IN THEATERS Frequently Weekly Monthly Occasionally 39 5 77 372 6. ISSN 2231 5780 Times Now CNN – IBN BBC Headlines Today Others Total VII 75 28 51 28 10 576 13.1 14.org.ZENITH International Journal of Multidisciplinary Research Vol.0 4.9 8.0 36.4 64. 4 100 XIV THE MOST PREFERRED VISUAL MEDIA ADS T. ISSN 2231 5780 Total X DO YOU USE INTERNET Yes No Total XI 493 100 416 160 576 72.V.in 0.3 18. Ads 467 81.9 100 XII DO YOU WATCH ADVERTISEMENTS Yes No Total 468 108 576 81.zenithresearch.8 6. February 2012.org.8 100 FREQUENCY OF USE OF INTERNET Frequently Daily Weekly Monthly Occasionally Total 57 121 120 38 80 576 9.2 Issue 2.6 13.7 www.1 160 .9 21.0 20.7 100 XIII THE MOST PREFERRED MEDIUM OF AD Print media Radio Visual media Total 79 5 492 576 13.ZENITH International Journal of Multidisciplinary Research Vol.9 85.2 27. 9 9. February 2012.ZENITH International Journal of Multidisciplinary Research Vol.3 1.4 1.5 2.org.0 13.2 Issue 2.2 3.7 20.zenithresearch.6 4.in Source: Primary data 161 .6 7.0 100 THE MOST PREFERRED KIND OF VISUAL MEDIA ADS Related to durable goods Related to cosmetics 128 189 22.9 20.9 100 Related to investment and 24 insurance Related to automobiles Related to luxurious goods Others Total XVI 21 42 11 576 FEATURE OF VISUAL AD THAT ATTRACTS THE VIEWERS Picturization Innovative ideas used Celebrity Exhibition features Others Total of 181 194 115 product 77 9 576 31.8 Related to FMCGs Related to health care goods Related to financial services 28 118 15 4.6 100 www.4 33. ISSN 2231 5780 Movie Ads Internet Ads Total XV 57 52 576 9.2 32. 3%) prefer to watch movie.4% of the sample women prefer to watch mega serials.1%).9%). The study shows that the most preferred sports satellite channel is Star Sports (36.6% of the respondents prefer to watch Discovery channel. The study reveals that.3% of the women do not watch television programmes regularly. BBC (8. 10. among the news satellite channels.6% of the respondents watch English news channels namely NDTV (17. It indicates that watching television programmes have become part of daily life for most of the women.ZENITH International Journal of Multidisciplinary Research Vol.3% of the women prefer to watch Gemini Television (Telugu) and 16% of the women prefer to watch Zee Television (Hindi). ISSN 2231 5780 The consumer preferences of the sample women show certain distinct features which are listed below 1. The study indicates that 72.6%) which is broadcasted in Tamil. It is interesting to note that 26. More interestingly. 162 .in 8. Only 11. Nearly.3%) followed by Ten Sports (29.org. Sun television dominates (46.01 PM to 07.8%).1% of the respondents watch movies in cinema theatres and the rest (14. The study shows that 88. 3.9%). 2.2 Issue 2. 49. The sample population indicates that 85. half of the sample women (49.zenithresearch. movie related programmes and songs. but.9%) and Headlines Today (4. 40.9%) do not watch movies in cinema theatres. 7. 9.9%). 19.00 PM is the most preferred time of watching television programme for the sample women (64. It is also indicator of penetration of Television in to day to day life of the sample women.7% of women watch television programmes regularly. Among the most preferred regional (Tamil) satellite channel.5%) among the sample women followed by Star Vijay (31. It indicates that good number of Telugu origin and Hindi origin women are in Chennai. it is worth to be mentioned that Star Sports and Ten Sports share first and second places respectively among the most preferred sports satellite channel as it seems that those channels used to telecast more cricket events.00 PM (18. www. Further. 07. February 2012.2% of the respondents use internet and the rest (27.01 PM to 11. 64. followed by 05. 6. Here. Times Now (13%). 4. the most preferred news satellite Channel is Sun news (40. they may watch television programmes occasionally or when they find time. It strengthens the researcher‟s idea of taking women in Chennai city as sample for this study to represent the population. not weekly or monthly. As far as the most preferred non-Tamil satellite channel is concerned. 5.6%).8%) do not use internet. It may be the reason for the downturn of film industry in India in general and in Tamilnadu in particular.6% of the respondents watch the movies in cinema theatres occasionally only. CNN-IBN (4.3%) and DD Sports (12%). February 2012. Haghirian. Based on sample data. it is clear that 21% of the respondents use internet on daily basis. ANALYSIS OF DIFFERENCES IN WOMEN CONSUMERS‟ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS BASED ON DEMOGRAPHIC VARIABLES TABLE – 3: AGE AND WOMEN CONSUMERS’ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Age Up to 18 yrs 19 yrs to 40 yrs 41 yrs to 60 yrs More than 60 yrs Mean Value 67.3% (468) of the respondents are used to watch advertisements shown in television.2 Issue 2.8%) is more preferred by the respondents.4%) indicates that visual media advertisement is the most preferred medium of advertisement.6255 78. 14.zenithresearch. 12. Further. but. mean score decreases in the age group of 41 yrs to 60 yrs. ISSN 2231 5780 11.9493 65. 13. As far as kind of visual media advertisement is concerned.8% of the respondents use internet on weekly basis. Parissa and Madlberger. It is quite obvious that women are more inclined towards cosmetics. Mean scores keep on increasing positively with the advancement of age.org.in **At 5% level of significance The table reveals that there is a significant difference between age and attitude of women consumers‟ attitude towards visual media advertisements. Maria 163 .245 Source: Primary data *At 1% level of significance .7%). 20. 15. The sample specifies that innovative ideas used in visual media advertisements attract them mostly (33.ZENITH International Journal of Multidisciplinary Research Vol. Parissa and Madlberger.000 Significant www. Maria (2007) on “Consumer attitude toward advertising via mobile devices – an empirical investigation among Austrian users”.3806 67.4000 F value P Value Result 9. This result of ANOVA is supported by the study conducted by Haghirian. About 81. cinema theatres and internet. visual media advertisements related to cosmetics (32. The dominant sample population (85.4% of the respondents indicate that picturization of the advertisement attract them mostly. 31. in F value P Value Result Rs 10001 to Rs 65. TABLE – 4:OCCUPATION AND WOMEN CONSUMERS’ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Occupation Government employees Private employees Self-employed Professionals House makers Source: Primary data *At 1% level of significance **At 5% level of significance Mean Value 66.887 .zenithresearch.8731 20000 Rs 20001 to Rs 66. There is the highest difference (69.304 .1146 68.000 Significant 164 . ISSN 2231 5780 concluded that younger consumers value advertising messages via mobile devices to a higher extent than older consumers and also show a more positive attitude toward them.4528 50000 16.1146) towards visual media advertisements.0383 65. Professional women have lower level of attitude (65.000 Significant F value P Value Result The table shows that there is significant difference between occupation and women consumers‟ attitude towards visual media advertisement.ZENITH International Journal of Multidisciplinary Research Vol. February 2012.7599 www.2 Issue 2. TABLE – 5: MONTHLY INCOME AND WOMEN CONSUMERS’ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS MONTHLY INCOME Up to Rs 10000 Mean Value 68.8797 69.4286 11.org.8167 30000 Rs 30001 to Rs 64.3592 sector 67.0383) in attitude level towards visual media advertisements among self employed women. Lowrey and Haefner. moderate attitude towards visual media advertisements as compared to the women earning the monthly income of up to Rs 10000 and more than Rs 50000.2 Issue 2.1704 1. When monthly income is up to Rs 10000 and more than Rs 50000. These findings are supported by Sarker and Wells (2003) who consider economic conditions as an influencing factor on adoption and usage of mobile phones (Sarker and Wells.324 Not Significant F value P Value Result 165 www.org.7599 and 68. the level of negative attitude towards mobile phones increases also. it is concluded that the respondents with a higher level of education show a more negative attitude towards visual media advertising and perceive a lower value. Lowrey and Haefner. This result is contradicted by Shavitt.ZENITH International Journal of Multidisciplinary Research Vol.8000 67. but. Ozhan (2004) report that as educational level increases. women consumers‟ attitude towards visual media advertisements differs. women have higher positive attitude (Mean scores: 68. ISSN 2231 5780 More than Rs 50000 Source: Primary data 68.3034 *At 1% level of significance **At 5% level of significance ANOVA table shows that based on the monthly income. Therefore. When the monthly income is between Rs 10001 to Rs 50000.3034) towards visual media advertisements. (1998). women have positive. February 2012. TABLE – 6:EDUCATION AND WOMEN CONSUMERS’ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS EDUCATION Up to +2 UG PG Professional qualification Source: Primary data *At 1% level of significance **At 5% level of significance Mean Value 66.in The above ANOVA analysis indicates that education of the women does not play any significant role in forming attitude towards visual media advertisement.101 . 2003). (1998) Persons with less education and lower income generally report a more favourable attitude toward advertising in general.zenithresearch.9353 66. According to Shavitt. .9063 67. in .2961) than married women consumers (66.9043).492 P value .317 t value -2. February 2012.org. RELATIONSHIP BETWEEN WOMEN CONSUMERS’ BUYING BEHAVIOUR AND OTHER VARIABLES HYPOTHESIS Ho: There is no significant relationship between women consumers‟ buying behavior and other variables H1: There is significant relationship between women consumers‟ buying behavior and other variables In this part of the analysis women consumers‟ buying behavior and other variables are entered in step wise regression analysis.ZENITH International Journal of Multidisciplinary Research Vol. The independent variables are advertising value and women consumers‟ attitude towards visual media advertisements and the dependent variable is women consumers‟ buying behavior.573 Result Not significant Source: Primary data *At 1% level of significance **At 5% level of significance Student‟s “t” analysis indicates that women‟s consumer buying behaviour do not differ based on attitude of the women consumers‟ attitude towards visual media advertisement.9043 68.2 Issue 2. 166 www. Unmarried women consumers have attitude towards visual media advertisements (68.2961 F value .zenithresearch. ISSN 2231 5780 TABLE – 7:MARITAL STATUS AND WOMEN CONSUMERS’ ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Marital status Married Unmarried Mean value 66. 955 15849. women consumer attitude towards visual media advertisements. Predictors: (Constant).org.117a R Square . TABLE – 9 RELATIONSHIP BETWEEN WOMEN CONSUMERS’ BUYING BEHAVIOUR AND OTHER VARIABLES ANOVAb Sum Squares Regression Residual Total 215.in Model 1 Mean Square F 107. The above table shows the model summary for the R.zenithresearch. February 2012. Predictors: (Constant).503 Sig.014 Adjusted R Square .582 15633. . advertising value.2 Issue 2. R2. Model 1 has R2 value of .537 of Df 2 363 365 www. adjusted R2 and standard error of the estimate. ISSN 2231 5780 TABLE – 8 RELATIONSHIP BETWEEN WOMEN CONSUMERS’ BUYING BEHAVIOUR AND OTHER VARIABLES Model Summary Model 1 R .791 43.ZENITH International Journal of Multidisciplinary Research Vol.014 which indicates the variance accounted for by the linear combination of advertising value and women consumers‟ attitude towards visual media advertisements.069 2. b.56268 a.008 Std. The R2 value indicates the percent of variance in the criterion (dependent variable) that is accounted for by the linear combination of predictor (independent) variables.083a a. Dependent Variable: women consumers‟ buying behavior 167 . Error of the Estimate 6. women consumers‟ attitude towards visual media advertisements. advertising value. Advertising value is closely related with women consumers‟ attitude towards visual media advertisements. respondents being women.079 .in CONCLUSION In this study.054 -.zenithresearch.038 Women consumer -. 168 . www. Dependent Variable: women consumers‟ buying behavior Source: Primary data The above table shows that women consumers‟ buying behavior has significant relationship women consumers‟ attitude towards visual media advertisements.131 a. February 2012.870 .112 attitude towards visual media advertisements Advertising value . but.515 .537 standardized Standardized Coefficients Std. Hence.085 1.608 .org. 14. it is found that women consumers‟ attitude towards visual media advertisements and women consumers‟ buying behavior are directly related with each other. it can be concluded that there is significant relationship between women consumers‟ buying behavior and women consumers‟ attitude towards visual media advertisements and that there is a relationship between women consumers‟ buying behavior and advertising value.ZENITH International Journal of Multidisciplinary Research Vol.2 Issue 2. but not with advertising value.000 -2.038 . The “F” test for the model 1 is not statistically significant also. women consumers‟ buying behavior does not have significant relationship with advertising value. Error 3.057 .116 Beta T Sig. ISSN 2231 5780 TABLE – 10 RELATIONSHIP BETWEEN WOMEN CONSUMERS’ BUYING BEHAVIOUR AND OTHER VARIABLES COEFFICIENTSa Un Coefficients Model 1 (Constant) B 56. 11.in .. Aaker. Vriko Jurisson. “Assessing customer preferences for drinking water services – Methods for water utilities”.2 Issue 2. Estonian Newspaper Eesti Express Publishers. 1995.. Vol.50 (2).. New York. S. Englewood Oliffs. Prentice Hall inc. 169 www. 17. New Jersey. integrated project funded by European Commission.A. Report presented by TECHNEAU... Tonu.M and Balachandran. “A Mathematical programming model for optional product line structuring”. Fishbein. Tallinn University. Vihalem. “Principles of Marketing”. 2003. (1977).140. Chris Fife schwa and et al. Blackwell.. (1987). February 2012. pp. (2007). 2006. Wiley. “Marketing bases – I” http://www. ISSN 2231 5780 REFERENCES 1. Kumar. (2007). Philip Kotler and Harry Armstrong. Dryden. V. Ajzen. and Day.. D. “The successful creative economy”.org. 2007. & Fishbein. pp. Kulim. Report presented by TECHNEAU. 8. Shugan. R. ”Readings in attitude theory and measurement”. “Marketing Research”. P.R. integrated project funded by European Commission. “Assessing customer preferences for drinking water services – Methods for water utilities”. pp. G.ee/doc/ Turundus. p.”Consumer Behavior” 5th Edition. 14.pp. I. Paco Underhill. Engel. M. consumer Behavior.ut. “Creativity feeds the engine of economic development”.F. Discussion paper No: 265. “The theory of Planned behavior. 1980. 6.. “Why we buy: The science of shopping”.5. J. Vriko Jurisson. G. V.zenithresearch. (1995).477-492. February. 2006. Philip Kotler and Harry Armstrong. (1986).. (2008).doc 4. 13.124 -146.. I. Estonian Paealhet. 9.590. Mauring. Marketing Bases. John Wiley publications . 2003. pp. (1967). (1991). 15. M. NorthWestern University. (2006). Ibid.D. P. 5.ZENITH International Journal of Multidisciplinary Research Vol. Chris Fife schwa and et al.179-211. Evanston. Ann “Marketing bases”.. and Minimart. 16.” Organization behavior and Human decision processes. 1967.. Foxall.mtk. Prentice Hall. the centre for Mathematical studies in Economics and Management science. “Understanding attitudes and predicting social behavior”. 10. 12.5. New York . 7. 2.W. (2003).. Ajzen. April 1977. 30th September. prince Hall inc. “Principles of Marketing”. 3. (2007). pp.pdf. & Nilsson. Prentice Hall of India (Pvt) Ltd: 1997. Mason. Availableon:http://web. 4-5. David A. (1994). 30.2 Issue 2. 170 www. Anderson. Ogilvy on advertising.35-53... pp. E.. & William.443-454. M. 1995: p.F. Banwari (1994). G. Wielbacher.8 (2). pp. Rajeev. 22.in . “Advertising”. Journal of Advertising. (1979). “Wireless advertising effectiveness: Evaluation of an SMS advertising trial”.33 (3). 3. and Batra. 24. A. 195. 192-194. “Advertising Budget”. “Advertising”. p. Article presented at the conference of the American Academy of Advertising. “To succeed in advertising. 19.. pp. Linda Allowed and Andrew Mitche. believe the hype”. 1943). VA. Myer.29. Vol. Merill. “When attitudes towards advertising in general influence advertising success”. Vol.. 4th edition. 32. Vol. 2002. 28. Nation‟s Restaurant News. SouthWestern publishing . Aaker. Thomas. February 2012. Lutz. Ohio. pp. “Effective advertising copy”. McMillan Publication Co: 1956. Du plessis P. G.62-74.5-48. Research and Applications. Joel Dean (1951). Mehta Abhilasha and Scott C.Feb).. Richard J. Purvis. Jerome D. pp.hhs. Mittal. & Rousseau. Harvard Business Review. 1984: p. 25. 1951. Journal of Advertising Research. “Advertising When Buying is Restricted”.. January – February. McMillan Publication Co. pp.34 (Jan. Larkin. 33. J. “Marketing Research : Methodological Foundations”. Churchil.D. McMillan Publication Co. “Public assessment of TV advertising: Faint praise and Harsh criticism”. 2007. “Buyer behavior”. Vol. 26. David.J. Mehta.141. 29. “Advertising Management”. and Iacobucci. 14.. 31. London: Prion Books Limited. XXI (4) (summer. Jerry. Hillsdale. “Consumer perceptions of the media and their advertising content”. Scott (1943). 198. 30.. “How Advertising response Modeling (ARM) can influence Research”.. John G. 20. 1995. Oxford press. 88-89.. 65-74. 21. Abhilasha.A. (1985) “Affective and cognitive antecedents of attitude towards the ad: A conceptual framework”. 43: 1996. ISSN 2231 5780 18. eds. pp.se/cic/courses/underbridge/wireless-ad-eff. 30.. Harvard Business Review. Devoe.ZENITH International Journal of Multidisciplinary Research Vol.zenithresearch. 471.J. 1984. W. New Jersey. Ogilvy. Cape Town. 13. Ibid. 23. 27. Norfolk. Vol. Psychological Processes and Advertising effects: Theory.org. Vienna University of Economics and Business Administration. S. P.2 Issue 2. Lowrey and J. Haghirian. 33. Wells (2003).. 37. “The Symbolic Use of Mobile Technology among Turkish Consumers”. 2531. May 1958. (1961). Kitab Mahal.B.22. 46(12). ISSN 2231 5780 34. Journal of Euro-Marketing. Alfred Knopf Inc.ZENITH International Journal of Multidisciplinary Research Vol. Reeves Roose (1961). Shavitt. S. 35 . Parissa and Madlberger. Haefner (1998). Austria.162. Martin Mayer (1958). 39. 143 . 35. 2(3). and J.Mamoria and R.org. 35. 391. Journal of Advertising Research. A. “Public Attitudes towards Advertising: More Favourable than you might think”. “What is Advertising Good for?” Harper‟s Magazine.in . 7 . C.40. February 2012. pp.Joshi (1968). 40. Sarker. 34. “Reality in Advertising”. New York. 38. 38(4). 171 www. 36. Ozhan Dedeoglu. Maria (2007) “Consumer attitude toward advertising via mobile devices – an empirical investigation among Austrian users”.L. Communications of the ACM. P.zenithresearch. Vienna.. (2004). Allahabad. “Principles and Practices of Marketing in India”. D. “Understanding Mobile”.