The Attitude Towards Advertising Approach Influences Brand Choice

Marketing Essay

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CHAPTER 1

INTRODUCTION

The globalization of saturation of markets, competition, different

mediums of advertising and growth of information technology had

improved customer awareness and formed a situation where long-term

sensation was no longer achieved by means of optimized product

qualities and price. Instead, companies build achievement on a long-term

retention of customer relationship. Hence, the raise and retention of loyal

customers had turned out to be a key success factor for long-term

achievement of the companies. For that the main emphasis in marketing

had shifted from captivating new customers to the retention of current

ones. For this retention purpose it was necessary for the companies to

create awareness in the consumer mind and the best way to get it done

was by means of effective advertising that had an influence in the mind of

the consumer and affects the decision making during buying behavior

process.

Advertising was multidimensional and a form of communication, as a part

of an economic system a means of financing the mass media. Dissimilar

kinds of businesses used advertising to prompt different types of markets

toward responses. These included retail advertising, national advertising,

industrial advertising, professional advertising, trade advertising, idea

advertising etc. The advertisements were end products of a sequence of

investigations, tactical decisions, strategic plans, and executions that all

collectively included the total advertising process. Information

technology was playing an important role and offered the opportunity of

a computer mediated environment that could changed many

communications model of advertising. Companies appreciated that

advertising had a significant role in largely accomplishment and were

familiar with that if there were any functions near to consumers either

advertising or Sales. Sales construct up into a direct perimeter among

products of company and clientele, and on the extra hand marketing was

not a direct function between company and customers (David, 2005).

Advertisers made a decision about the media to promote in fraction to

make the most of the purchase probability planned for brands. In

consequence the producer distributed advertisement among media so

that the message was seen by persons who were largely probable to

replicate buy the exacting brand. Advertising competence depended on

users' receptiveness towards an advertisement and on approach just

before advertising. For entwine out advertisement start off out the

person's respondents with more optimistic attitudes towards advertising

recall a higher numeral of ad the day contact. In the internet, it was

frequent that advertising was used with stage of compulsory contact than

merely static poster whose level was difference to print advertising of a

little. Since superior intrusiveness guided to advertisement avoidance

and annoyance, a fewer favorable approach among customers advertise

could be believed. Conceited that the whole approach towards internet

advertising was less constructive than towards print advertise, lower ad

memories could be predictable. Customer predilection and acceptance in

buoyant conditions mean the indistinguishable fascination but it was

optimistic to keep the trend in mind by means of penchant notice to

specify choices between impartial or valued options with receiving

representing a willingness to stand the circumstance or less desirable

options (Biehal and Chakravarti, 2006),

It had been observed from the practical aspect that a consumer's

decision of purchasing products mostly rely largely on the memory for

the advertisement. Thus the importance of studying ad effects on

customer attention depends on the richness of the contents provided in

the message it conveyed. In adding advertisers were also constantly

annoying to improve the persuasive methods of the ad in arrange for

consumers to process the information provided that it contained and

remember that information for assessment. Consumers were bombarded

with ads that hold attribute information that were also in a numerical or

verbal mode and that the information form was also presented in a bright

or non-vivid form. As of an advertising perspective, ads enclosing more

numeric information must be harder to keep in mind and must take

longer time period to decode. This complexity of comprehension of some

form of information and remember may be applicable to a lower

information individual. Consumers usually left through information

search process extremely actively and acquire pertinent information

necessary for the buying process and in general decision making based

on learning, a process that was continuously developing and changing

based on acquired information experiences. There were other reasons for

a customer to respond to advertising. Advertising had the actually

magical possessions that people whose experience were most exceptional

served most probable to observe an ad future for that make. Advertisers

decided the medium to support in fraction to make the generally of the

purchase possibility future for the brands. In result the originator

distributed advertisements between media so that the significance was

seen by people who were mainly probable to repeat buy any particular

product (Cho, 2003).

In this research, study mainly focuses on the consumer choice regarding

brand due to the attitudes towards advertisement. A concept the attitude

toward the advertisement approach had been elaborated with the help of

literature review and then the findings which was attained by this

research. Research had been carried out on the basis of brand awareness

and attention and the impact of advertisements of the customer through

advertisement and how the advertisement grab the attention of the

customer in a way that brand image was created in consumer's mind.

When consumers watched it automatically click in the minds which brand

add was this as advertising had the actually magical belongings that

individuals whose tastes were mainly excellent served by a recognized

brand were individuals most likely to observe an advertisement

intentional for that brand. Customer used the similar criteria to evaluate

all brands in a product class and this views the customer as a more

supple information processor. The attributes a person recall or used to

assess a brand in a product class may differ. To some degree, attributes

may be prejudiced by the advertisement the customer sees for the brand

Research Hypothesis:

H1: The attitude towards brand approach influences brand choice.

H2: The attitude towards advertising approach influences brand choice

CHAPTER 2

LITERATURE REVIEW

Advertising was a marketing approach and a technique to make the

people aware of a particular brand. Many researches and studies took

place in past in order to analyze the influence of advertisement on brand

choice of a consumer. There had been also a compare and contrast thing

between two approaches that were attitude towards brand and attitude

towards advertisement. In prior researches there were many empirical

evidences which were in favor of attitude towards advertising influencing

brand choice. The identification and determination of these two new

strong potential concepts helped a great deal in stimulating the

advancement of knowledge. Whatever consumers decided to purchase

was influenced by many factors. If a consumer bought a coffee, it not only

reflects his immediate buying behavior but also about his entire life, his

family background, history of his nation and his attitudes towards other

products as well. There were an infinite number of influences which were

combined and then the final purchase was done. There were many things

which affected the actions of the consumer but the focus was how

consumers purchased by own determination after getting influenced by

the marketing strategies (David, 2005).

The brand intentions of the consumer was affected by three situational

factors which were

• It's possible that a given situation occur for the consumer.

• It's possible in the situation the product be a part of it in future.

• It's possible that in this situation the brand consumed by consumers.

In approach of attitude towards brand an effort was made to influence

brand choice by provoking constructive consumer attitudes to advertised

brands. Attitude towards advertisement was a significant negotiator for

brand choice. How an advertisement had an impact on consumer's brand

choice was a primary concern (Abernathy and George, 1996)

In approach of attitude towards brand an effort was made to influence

brand choice by provoking constructive consumer attitudes to advertised

brands. This happened by producing some kind of ads in which

consumer's beliefs and valuations were influences concerning the

positive consequences of using and consuming the brand. In this kind of

approach some specific features and benefits were more highlighted. If

the effort was successful and worth, there was a probability of trial of

product and recurring purchasing forming a positive attitudes and thus

an expected outcome for the attitude towards brand approach. Assuming

behavioral action this approach had considerable and solid basis. An

extensive support was offer by various advertisement agencies. Widely it

was accepted that the major purpose of advertisement was to resolving

problems of consumer and this was what favors attitude towards brand

approach. This approach required creative copy writing which included

the proper matching of product features and benefits with consumer's

expectations and needs. However this approach had certain limitations

for example a restriction that brand to be advertised must really have the

defined advantages over viable offerings then only this approach could be

implied (Park Whan, 1996).

The attributes offered must be like other brands in competitions. Thus

the solution to this limitation was attitude towards advertisement

approach. Attitude towards advertisement approach was an alternative to

restriction. Unlike previous approach it was not about just highlighting

specific benefits and attributes of a brand or product but instead the

effort was directly made to create a positive attitude towards the

advertisement so that consumers had favorable feelings after the ad was

processed. It was basically the implicit assumption that the consumers

encouraged by the aspiration of feeling good in implying this approach.

The most significant and attractive attribute of this particular approach

was that it required less cognitive response from consumers, since the

considerable and influencing reactions don't rely on this cognition.

Various reputable advertising agencies currently presented evidences in

favor of the significance of stimulating positive consumer attitude toward

ads. Many practitioners were imposing this approach for example many

personified soft drink advertisements employing this approach (Fergus

and Robert Lockhart, 1992),

There were basically two different aspects of this approach. One was

cognitive and other was emotional. Attitude towards ad was influenced

by feelings and thoughts which viewer had regarding that ad and this

particular attitude further influence brand and this had an impact on

attitude towards brand in other words the attitude towards ad had direct

impact on attitude towards brands directly and indirectly. And positive

feelings encourage positive thoughts about brands. In cognition aspect

consumer more relates to exceptional elements of the advertisement. For

example a particular ad may be considered by any consumer because of a

humor element while the other ad because of attractive factor while the

third ad may be disliked because it may seem too clever. Moreover

another aspect of this approach could provoke emotional response for

example the feeling of love, sorrow or happiness without any alerting

evaluation of the exceptional elements (Bettman and James, 1999).

Ultimately, the basic purpose of advertising was to influence consumers

about the brand to buy or purchase products of particular company. If an

advertisement created positive feeling than the brand was considered

successful in getting consumers attention and was capable of influencing

consumers to purchase the product where as If advertisers failed to get

consumers attention through the ads than it was useless and had to face

downfall. Researches stated that advertising directly influenced brand

choice and it created affective associations to the brand. Brand

evaluation could be influenced only of positive feelings were evoked after

viewing advertisements. Due to the persuasiveness the feelings could

vary and may be critical. At a point, a brand could be very influential

through the advertisements and the given information that the brand was

the best and offered you the best products and benefit other than any

other brand. For example an ad of Tylenol could easily influence

consumers that Tylenol worked faster and was gentle on stomach rather

than aspirin. On the other hand, the advertisement which contained

appealing visual and audio was more attractive and created a positive

feeling. Like mentioned before, Tylenol ad could be a beautiful ocean

view or a musical effect could create this positive feeling (Bettman,

James and Michel, 1977).

These two dimensions had entirely different impact from each other since

the mechanism was totally different. One was a conscious process while

the other one was more emotional. Attitude toward an ad did not really

depends on attitude towards the advertised brands and it could be

supported by a perspective that a brand advertisement was nothing else

than other element of the advertised brand, thus the customer's

evaluation simply revealed another input in to the attitude towards

brand. The above argument was supposed to be technically correct since

the merging of brand's advertisement with real product attributes

created a crude combination which if taken to logical ending also

validated inclusive of word of mouth impact as an attitudinal element

(Carlsmith, Merrill, Phoebe and Elliott Aronson, 1996).

A specific advertisement represented involvement by the interest and

encouragement evoked. An advertisement could only be successful if the

amount of interest arouses or the advertisement was capable to capture

the attention of the consumers, moreover this also helped in influencing

the processing strategy. The foremost processing strategy of developing

a complete evaluation of the advertised brand was mostly used by

receivers. Conducted research and concluded this as a "brand evaluation

strategy". The previous research conducted also described the non brand

strategy, in which the receiver focused on the non brand advertising

content (e.g. scenery, music, characters). Attention and processing

strategy were the two factors which were very helpful in representing

the involvement of the receivers whether it was high or low. High

involvement of the receiver could be indicated if the receiver was

attentive to the advertising message and was using a brand evaluation

strategy. Absence of processing in an advertising message indicated that

the involvement of the receiver was less. There were two different forms

of low involvement, i.e. canonical form and Strategy limited. Canonical

form was the most acknowledged and accepted by scholars and

practitioners. This form also called as attention limited where the

receiver was not interested in the brand information neither interested in

any other information or content in the advertisement; hence low

involvement was observed. Strategy limited was used as an alternative

form due to low involvement of the receiver. In this form the receiver was

attentive towards the non brand features and less attentive in the brand

specific information which basically was the content of the particular

advertisement. However, it was quite possible that this happened when

the receiver was not actually interested in the product and finds it more

convenient to just listen to the music or enjoy the beautiful scenery

(Abernathy and George, 1996)

The attitude formation of the consumers was enabled by processing the

information of an ad campaign or advertisement. It determined the

potential of the brand. There were four types of attitude formation' i.e.

High involvement, moderate involvement, strategy limited involvement

and attention limited low involvement. The consumer's evaluation was

based on the processing of specific brand information which was the

basic strategy to influence a consumer; hence this processing decided

the consumer's attitude towards the brand. The consumer processing of

non brand features also determined the attitude formation towards the

advertisement as well as attitude towards the brand. Attitude towards

the brand was implausible as it was doubtful that the processing of the

non brand features were more than the specific information. However,

the exceptional case was when a consumer highly encouraged attaining

particular brand information like price etc. Moreover, in commercial

exposure of a brand consumer was more interested in knowing the price

information other than anything else. In conclusion to this strategy

limited low involvement evaluation the consumer could not have any sort

of semantic memory for brand info; therefore there was no creation of

attitude towards brand approach. The advertisement elements must not

only be limited to images or pictures but also involved sound emotions

and feel. Since this limitation was not form any attitude and semantic

memory of the consumer was not influenced. This lack of attention

processing caused the less possibility of attitude formation (Dillon and

Tom, 1995)

There were in all three mechanisms which had an impact on brand

choice. The first thing which had high degree of involvement was that the

consumer's desires and evaluations were influenced by considering an

advertisement or campaign. The attitude toward brand was thus

provoked. And the option for buying the product brand was contingent on

how positive the attitude was. The second thing was that the brand

choice did not rely on advertising efforts and instead depends on the

demand on point of purchase material. The third thing was that the

attitude towards brand choice also relied on decision making process.

Decision making process was about how a consumer decided to opt for a

particular brand in case of the alternatives available and consumer

choices then became an issue of choosing that option which satisfied

some implicit objective functions and possessed desired attributes. The

prior experience of brand usage of consumers was also one of the

factors. Advertising technique offered an alternative option in these

cases where the consumer was totally unaware of the particular brand

and never used it. That was if there was no other option by which a

consumer could judge about the brand then the consumer ultimately got

attracted towards and advertisement of that brand. The consumer

attitude towards brand was revealed by making that advertised brand an

object and the advertisement as a good or bad thing. How much people

liked or disliked any ad was the attitude which got linked with the

attitude towards any ad or brand. Feeling motivated by any ad could

influence the attitude towards ad directly and also indirectly depending

on the quality of advertisements (Claxton and Portis, 2003).

Academic researchers also provided information that attitude toward an

ad offered an influence on brand attributes beyond any efficiency of an ad

to communicate attribute info. The importance of liking an ad in making

brand persuasion effected was confirmed, although it was only one of the

factors influencing ad engendering score. One of the factors influencing

attitude towards advertisement was the execution of a particular ads.

Various ads could receive the same attitude while imposing different

strategies. For example three ads of same level received same response

but one using humor element while the second one using a serious feel

and the third one with sentimental and warm touch influence consumers

in different ways (David, 2005).

The components used in the making of any advertisement must be

interesting, complex have useful info about the brand, likeable cast, more

credible, a little touch of humor, provoke positive feelings in order to

prevent irritation for ad among viewers. A favorable attitude towards an

advertisement was creating high degree of attitude to the brand could

also influence advertising impact in various ways like the recall or

advertisements by consumers. The ad which was more liked was

remembered for long time. Moreover it was also experimented that a

disliked ad was also remembered because of the irritable attributes thus

liked and disliked ads were considered better rather than neutral ones.

Irritating commercials also have influence. The reason for this kind of

happening was that the contexts in ad and information processed could

be enhanced excluding negative feeling transmitted to the product.

Moreover by this element brand familiarity took place. Brand awareness

became high (Fishbein, Martin and Icek Ajzen, 1995).

Direct ad could affect the consumer's choice in many ways. After

processing if a consumer was left with two brands then it was necessary

to choose one brand, therefore the brand which was more superior,

appealing and satisfactory to the customer was purchased by the

consumer. Influence of an ad had direct impact on the consumer whether

it was because of the information or because of the beliefs. However, it

was very hard to differentiate between two brands if individual's two

brands were similar. If consumers were to purchase or choose the best

brand than the idea of the other brand was dropped and the only things

which could help choose the best brand was to get information about that

particular brand. A classical perspective of attitude conditioning

elaborated the explanation of how attitude towards advertisement was

transferred to attitude towards brand, hence referring with the choice

procedures of the consumers (Duffy, 2005).

Advertisements which were composed in a way that results in appealing

the consumers and connotative responses were portrayed attractively,

had pleasant feelings in it due to the music, scenery or characters etc.

This ad was the strategy to manipulate the consumers in a world which

exited to full fill wishes of customers. This connotative replied from the

consumers were representing the unconditioned motivation. Advertising

exposures could also result in direct or specific responses. The

combination of denotative and connotative responses if done in the

proper way could lead to success of advertisement through emotional

affect on the consumers. The following method provided an untried brand

or product and the advertisement affects consumers in a way that

consumers buy the particular brand. Therefore, the quality of the

advertisement must be very good if triumph had to be obtained. This

quality ad determined the attitude of the consumers towards the

advertisement first and then resulted in the attitude towards the brand,

which was purchase of the products. The most famous authors also

stated this theory as behavioral modification theory regarding the

conditioning effects of advertising (Gardner, Meryl, Andrew and Edward,

1978).

Past and recent Observations proved that the attitude towards the

advertisement was accumulating. Researches also stated the attitude

towards the advertisement in reference to mood formation. Mood

formation could also be considered as a strategy. Therefore, marketers

could play with consumers mood through the ads and techniques used in

the current ads. Psychologists stated relation between a person's

memory, mood and subsequent behavior in the researches. One

explanation stated that if a person was in a good mood than was more

likely to absorb positive information rather than negative. Furthermore,

marketers focused on how to vary with consumer's mood through the

ads. An ad could easily built up a good mood or a bad mood. And good

mood was good for the brand itself (Biehal and Chakravarti, 2006).

Considered a situation relating to the theory proposed by psychologists

that person's mood, memory and behavior was related to each other. A

consumer watched a commercial of a wine which a person was very fond

of but had never purchased it and a good feeling always evoked inside

him whenever consumer views it. While doing routine grocery shopping

consumer was reminded of a party and that had to purchase a wine.

Consumer saw the wines that had been watching the commercial of. As

consumer saw that wine on the shelf again good feeling evokes inside

him. However, this feeling was made people purchase this brand rather

than any other brand. In result, this concluded that the attitude towards

an advertisement was directly proportional to the attitude towards the

brand. If an ad was appealing and gives you a good feeling than a

consumer was more likely to purchase that brand rather than any other

brand. In prior mood researches it was found that people with good

moods saw the positive side of the thing than the other range of

incentives. The experiences of people were more remembered by them

unlike single stimuli. These arguments have a considerable inference for

advertising. If the advertisement of a particular brand provoked good

mood in the viewers than the probability of sales increase of that

advertised brand (Lawrence, 1980).

In prior mood researches it was found that people with good moods saw

the positive side of the thing than the other range of incentives. The

experiences of people were more remembered by them unlike single

stimuli. These arguments have a considerable inference for advertising.

If the advertisement of a particular brand provoked good mood in the

viewers than the probability of sales increase of that advertised brand. In

prior mood researches it was found that people with good moods saw the

positive side of the thing than the other range of incentives. The

experiences of people were more remembered by them unlike single

stimuli. These arguments have a considerable inference for advertising.

If the advertisement of a particular brand provoked good mood in the

viewers than the probability of sales increase of that advertised brand

(Mitchell, Andrew and Jerry, 1999).

Advertisement information processing allowed the potential for the

formation of attitude towards both the advertised brand and

advertisement. These attitudes could be positive, negative and neutral.

Attitudes vary with the types of advertisement. It was also predicted that

a negative attitude have more influence (Duffy, 2005).

The studies also concluded the extent to which people consider

advertisement and felt it since it helped them to stay aware about the

new developments in surrounding. Advertisements in print medium was

dependable on readers because the readers decide that how much time

had to be consumed on one particular add or simply turn the page to

next. And this seems that extent to which attentions was paid to an ad

was the attitude towards advertisement commonly. Buying intentions

were considered to be influenced by the true and informative

advertisements and also on the enjoyment consumer have by looking at

the ads. Consumers were persuaded by the advertisement and consider

these advertisements in order to get look on attainable options and

respond positively towards advertising (Kugman and Herbert, 1995)

CHAPTER 3

RESEARCH METHODS

Instrument:

Questionnaires were used as an instrument for data collection. The

instrument was in the form of closed ended questionnaire

Sample size and sampling technique:

Sample size for this research was 80 respondents and technique used for

condcting this research was convinience sampling.

Respondents and data collection:

Different brand users were considered as the respondents for this

research. The data used in this research was collected from different

customers of different brands. As convineince sampling was used so data

collected through different customers, meeting them in different

depatrmental stores and shopping centres.

Statistical tool used:

In this research Multinomial Logit technique had been used because

dependent variable categories were more than two.

Data used:

Primary data was used in this research to analysis this data and

questionnaires were the source for primary data collection

CHAPTER 4

RESULTS

Reilability Test:

Hence in this research, reliability analysis had been analysed and

research had found that data was reliable and consistent. Reliability

analysis allowed studying the properties of scales of measurement and

the things that build them up. The Reliability Analysis procedure

calculated a number of frequently used procedures of level reliability and

also gives information about the associations between individual items

mentioned in the scale. Here, the reliability value of the above data set

was 0.675.

Reliability Statistics

Cronbach's

Alpha

N of Items

.675

12

Cronbach's Alpha was the internal consistency model which was based

on the average correlation. Here the value of Cronbach's Alpha was

0.675 which indicated that the data was consistent.

Hypothesis testing:

H1: The attitude towards brand approach influences brand choice.

Model Fitting Information

Model

Model Fitting Criteria

Likelihood Ratio Tests

-2 Log Likelihood

Chi-Square

Df

Sig.

Intercept Only

228.168

Final

124.163

104.005

8

.000

For testing above hypothesis, technique Multinomial Logit had been used

because dependent variable categories were more than two.

From the above table it could observe that the significant value of the

final model was 0.000 that was less than 0.05 so the data was adequate

to apply the Multinomial Logit on it.

Goodness-of-Fit

Chi-Square

df

Sig.

Pearson

45.399

54

.791

Deviance

46.247

54

.764

The significant value of the both the goodness of fit test was greater than

0.05 It means we were accepting our null hypothesis i.e. the fit was good.

Pseudo R-Square

Cox and Snell

.405

Nagelkerke

.458

McFadden

.239

The significant values of Pseudo R Square were greater than 0.05, it did

not have any direct implication in terms of understanding but, have

performed the same purpose that Adjusted R square perform in

Regression.

Likelihood Ratio Tests

Effect

Model Fitting Criteria

Likelihood Ratio Tests

-2 Log Likelihood of Reduced Model

Chi-Square

df

Sig.

Intercept

1.242E2

.000

0

.

TOA

218.036

93.873

6

.000

BIY

137.128

12.965

2

.002

The chi-square statistic was the difference in -2 log-likelihoods between

the final model and a reduced model. The reduced model was formed by

omitting an effect from the final model. The null hypothesis was that all

parameters of that effect are 0.

a. This reduced model was equivalent to the final model because omitting

the effect did not increase the degrees of freedom.

From the above table it had observed that Attitude towards brand

influenced the consumer brand choice in terms of importance of brand

and type of advertisings (one of the factors of consumer brand choice).

The significant value of the above table was less than 0.05 it means our

Null hypothesis was not rejected. Moreover the attitude towards brand

either it was positive neutral or negative did impact the consumer brand

choice.

Parameter Estimates

Attitude towards Branda

B

Std. Error

Wald

Df

Sig.

Exp(B)

Positive

Intercept

-2.057

.728

7.972

1

.005

[TOA=1]

1.139

.744

2.343

1

.126

3.123

[TOA=2]

2.246

.786

8.159

1

.004

9.452

[TOA=3]

.664

.839

.625

1

.429

1.942

[TOA=4]

0b

.

.

0

.

.

[BIY=0]

1.537

.446

11.892

1

.001

4.648

[BIY=1]

0b

.

.

0

.

.

Neutral

Intercept

1.243

.397

9.798

1

.002

[TOA=1]

-3.565

.706

25.528

1

.000

.028

[TOA=2]

-2.145

.615

12.173

1

.000

.117

[TOA=3]

-.808

.483

2.795

1

.095

.446

[TOA=4]

0b

.

.

0

.

.

[BIY=0]

.453

.465

.951

1

.330

1.573

[BIY=1]

0b

.

.

0

.

.

a. The reference category is: Negative.

b. This parameter is set to zero because it is redundant.

From the above table it had observed that if the attitude towards brand

was positive the Type of advertising in terms of full page ads increased

the brand choice of consumer. However, other type of advertising activity

did not have impact when it comes to attitude. Secondly, if the attitude

towards the brand was positive and the importance of brand was on the

higher side it had a huge impact on consumer brand choice consumer

was more likely to buy a brand that was more important. The attitude

towards brand in Neutral all types of advertising played an important

role in consumer brand choice but especially the advertising with

glamorous model did more impact as compare to other advertising style

Classification

Observed

Predicted

Positive

Neutral

Negative

Percent Correct

Positive

38

9

7

70.4%

Neutral

7

70

2

88.6%

Negative

22

27

18

26.9%

Overall Percentage

33.5%

53.0%

13.5%

63.0%

The hit ratio of the above analysis was 63%, it means that our model on

the basis of independent variable correctly identified the 63% of the data

set had been used for analysis.

H2: The attitude towards advertising approach influences brand choice

Model Fitting Information

Model

Model Fitting Criteria

Likelihood Ratio Tests

-2 Log Likelihood

Chi-Square

df

Sig.

Intercept Only

215.222

Final

129.929

85.293

8

.000

From the above table we could observed that the significant value of the

final model was 0.000 that was less than 0.05 so the data was

appropriate to apply the Multinomial Logit on it.

Goodness-of-Fit

Chi-Square

df

Sig.

Pearson

38.412

54

.946

Deviance

43.293

54

.851

The significant value of the both the goodness of fit test was greater than

0.05 It means we were accepting our null hypothesis i.e. the fit was good.

Pseudo R-Square

Cox and Snell

.347

Nagelkerke

.391

McFadden

.195

The significant values of Pseudo R Square were greater than 0.05, it did

not have any direct implication in terms of understanding but, have

performed the same purpose that Adjusted R square perform in

Regression.

Likelihood Ratio Tests

Effect

Model Fitting Criteria

Likelihood Ratio Tests

-2 Log Likelihood of Reduced Model

Chi-Square

df

Sig.

Intercept

1.299E2

.000

0

.

TOA

209.341

79.413

6

.000

BIY

136.923

6.994

2

.030

The chi-square statistic was the difference in -2 log-likelihoods between

the final model and a reduced model. The reduced model was formed by

omitting an effect from the final model. The null hypothesis was that all

parameters of that effect were 0.

a. This reduced model was equivalent to the final model because omitting

the effect did not increase the degrees of freedom.

From the above table it had observed that Attitude towards advertising

influences the consumer brand choice in terms of importance of brand

and type of advertisings (one of the factors of consumer brand choice).

The significant value of the above table was less than 0.05 it means our

Null hypothesis was not rejected. Moreover, the attitude towards brand

either it was positive neutral or negative did impact the consumer brand

choice

Parameter Estimates

Attitude towards Advertisinga

B

Std. Error

Wald

df

Sig.

Exp(B)

Positive

Intercept

-1.270

.585

4.713

1

.030

[TOA=1]

.773

.624

1.535

1

.215

2.167

[TOA=2]

1.753

.668

6.892

1

.009

5.771

[TOA=3]

.197

.719

.075

1

.784

1.218

[TOA=4]

0b

.

.

0

.

.

[BIY=0]

1.064

.426

6.242

1

.012

2.899

[BIY=1]

0b

.

.

0

.

.

Neutral

Intercept

.966

.382

6.391

1

.011

[TOA=1]

-3.355

.707

22.551

1

.000

.035

[TOA=2]

-1.629

.595

7.502

1

.006

.196

[TOA=3]

-.612

.476

1.655

1

.198

.542

[TOA=4]

0b

.

.

0

.

.

[BIY=0]

.729

.450

2.622

1

.105

2.073

[BIY=1]

0b

.

.

0

.

.

a. The reference category is: Negative.

b. This parameter is set to zero because it is redundant.

From the above table we could observe that if the attitude towards

advertising was positive the type of advertising in terms of full page ads

increased the consumer choice for any brand. However, other type of

advertising activity did not have impact when it comes to attitude. When

the attitude towards brand was Neutral, colorful and full page ads

advertising played an important role in consumer brand choice. However,

when the attitude towards advertising was neutral the importance of

brand did not play any significant role it means if the attitude was neutral

or negative consumer brand choice was remain same for the one

consumer preferred to buy.

Classification

Observed

Predicted

Positive

Neutral

Negative

Percent Correct

Positive

40

12

8

66.7%

Neutral

8

66

2

86.8%

Negative

19

28

17

26.6%

Overall Percentage

33.5%

53.0%

13.5%

61.5%

The hit ratio of the above analysis was 63%, it means that our model on

the basis of independent variable correctly identified the 63% of the data

set had been used for analysis.

CHAPTER 5

CONCLUSION

The research reports and evidences have thus been highlighted in favor

of attitude towards advertisement that this approach was a significant

moderator for consumer's choice behavior. Strategies helped in

determining attitudes towards the advertised brands. Experiments took

place in order to see that the consumer's attitudes, purchase intentions

and behavior were affected by the attitudes towards advertisement which

prompted these effects. There had been many researches' conducted

examining the relationship between attitude towards advertisement and

brand choice. These researches' described that the attitude towards

advertisement did not only affect the consumers purchased intention but

also the brand choice. This was not always possible that the intention and

behavior, e.g. brand choice was related.

From the statistical analysis, it had been observe that attitude towards

brand or adverting affected the consumer brand choice. Consumers have

different perception regarding different brands and therefore attitudes

were different towards brands. Some people have positive attitude that

brands were good some people feel it just to pay extra price for the same

quality products this type of behaviors were also observed when it came

to advertising for example some people thought that advertising was

good it provided the information about the products others feel whatever

shown in the advertising did not exist in the real world. It had been

observed people having different attitudes were influenced differently

when it came to brand choice. On the basis of the analysis it could be

stated that importance of brand to consumer and type of advertising

helped in changing the attitude of consumers that automatically

influenced the consumer choice towards product.

Discussion and Implications

It was recommended that the company's advertisers have to be more

aware of the fact that customers were showing to numerous amounts' of

vague information and that have to also used the information for

decisions making irrespective of just choosing a precise mode of

communication. It was consequently sensible to expect that partiality for

particular information influenced that how the information was encoded,

then retrieve and then processed in decision-making situations.

Therefore, businesses must aim for the most effective advertising

medium to be an essential fraction of the business disadvantaged. The

accessibility and presence to a web site was also a key role in getting the

attention due to online advertising. Though, as the number of companies

exploiting online advertising and the use of search engine, it became the

new way to compete in the industry and retain customers. Customer

satisfaction was the key elements for the preparation of the marketing in

prospect of the reality that satisfaction did turn customer's intention to

purchase a product or services. Marketers were now looking into the

issues that have an effect on satisfaction intensity of customers as

customer prospect was changing over time.