Representation of female in advertisements and its affect on the purchasing behavior of the customer, the study reflects representation of female in advertisements and its affect on the purchasing behavior of the customer. TV was selected as the medium for the study to check the female representation in TV advertisements affects the customer purchasing behavior. Study proved that female are represented negatively in the advertisement now a day’s. Research tries to find out that how consumer perceives it and how it affects. This research employed survey to discover findings. Surveys may be used for descriptive, explanatory, and exploratory purposes. A survey was done on one hundred respondents equally consisting males and females belonging to four shopping malls of Gujrat, Pakistan. Stratified sampling method was taken for arrangement—subgroups of demographic characteristics—of the respondents and for data collection purpose convenience method was used. It is completely immaterial to represent a women model or an actress in advertisement endorsing men products. It also demonstrates that female is negatively portrayed in advertisement. So media is not working responsibly as social responsibility stated that media must assume obligations of social responsibility; and if they do not, someone must see that they do. In social responsibility theory media are controlled by community opinion, and professional ethics. Theory stated that media should be self-regulated but media should have high standards of professionalism.
Table of Contents
- Introduction
- Literature Review
- Theoretical Framework
- Methodology
- Findings
- Summary
Objectives and Key Themes
This study aims to analyze the representation of women in advertisements and its impact on consumer purchasing behavior at shopping malls in Gujrat, Pakistan. The research seeks to understand the relationship between advertising portrayals and consumer choices.
- Female Representation in Advertising
- Consumer Purchasing Behavior
- Impact of Advertising on Consumer Decisions
- Gender and Marketing in Pakistan
- Shopping Mall Consumerism
Chapter Summaries
Introduction: This chapter likely provides background information on the study, introducing the research problem of female representation in advertising and its effect on consumer behavior in the context of Gujrat, Pakistan. It will establish the scope and significance of the study, highlighting the gap in existing literature that the research seeks to address. The introduction probably contextualizes the study within the broader field of consumer behavior and marketing, while also outlining the research questions and objectives.
Literature Review: This section will comprehensively review existing scholarly work related to female representation in advertising, consumer behavior, and relevant theories of marketing and gender studies. The chapter will likely explore different perspectives and existing research findings on how women are portrayed in advertisements and the potential effects of these portrayals on consumer attitudes and purchasing decisions. It will serve as a foundational base for the study's theoretical framework and methodology, identifying areas of consensus and debate in the literature.
Theoretical Framework: This chapter will detail the theoretical underpinnings of the study, outlining the key theories and models that guide the research design and data analysis. It will likely draw on established theories of consumer behavior, gender studies, and advertising effectiveness. The theoretical framework should clearly define the relationships between variables being examined (e.g., advertising portrayals, consumer attitudes, purchasing behavior) and justify the choice of analytical approach used in the study. The chapter will serve to situate the research within established academic literature while highlighting the originality and specific contribution of this study.
Methodology: This chapter describes the research design, data collection methods, and data analysis techniques employed in the study. It specifies the sample population, the sampling method used, and the instruments for data collection (e.g., surveys, interviews, observations). This chapter will also detail how the data was analyzed to address the research questions, potentially including information on statistical procedures or qualitative analysis techniques. The clarity and rigor of the methodology section are crucial for assessing the reliability and validity of the study's findings.
Findings: This chapter presents the key findings of the study, reporting the results of the data analysis. It will likely present statistical data, charts, and graphs to illustrate the relationships between variables. The presentation of the findings should be clear, concise, and easy to understand. It is crucial that the chapter maintains objectivity and avoids interpretations or conclusions at this stage, focusing solely on presenting the factual data obtained through the research.
Keywords
Female representation, advertising, consumer behavior, purchasing behavior, shopping malls, Pakistan, gender, marketing, consumer attitudes, media portrayal.
Frequently Asked Questions: Comprehensive Language Preview
What is the purpose of this study?
This study aims to analyze how women are represented in advertisements and how this representation impacts consumer purchasing behavior in shopping malls in Gujrat, Pakistan. It investigates the relationship between advertising portrayals and consumer choices.
What are the key themes explored in this research?
The key themes include female representation in advertising, consumer purchasing behavior, the impact of advertising on consumer decisions, gender and marketing in Pakistan, and shopping mall consumerism.
What is included in the Table of Contents?
The Table of Contents includes an Introduction, Literature Review, Theoretical Framework, Methodology, Findings, and Summary.
What is covered in the Introduction chapter?
The Introduction chapter provides background information on the study, introducing the research problem of female representation in advertising and its effect on consumer behavior in Gujrat, Pakistan. It establishes the study's scope and significance, highlighting the gap in existing literature. It also outlines the research questions and objectives.
What does the Literature Review chapter entail?
The Literature Review comprehensively reviews existing scholarly work on female representation in advertising, consumer behavior, and relevant theories of marketing and gender studies. It explores different perspectives and research findings on how women are portrayed in advertisements and the effects of these portrayals on consumer attitudes and purchasing decisions. It forms the foundation for the study's theoretical framework and methodology.
What is explained in the Theoretical Framework chapter?
This chapter details the theoretical underpinnings of the study, outlining the key theories and models guiding the research design and data analysis. It draws on theories of consumer behavior, gender studies, and advertising effectiveness, defining the relationships between variables (advertising portrayals, consumer attitudes, purchasing behavior) and justifying the analytical approach.
What does the Methodology chapter describe?
The Methodology chapter describes the research design, data collection methods (e.g., surveys, interviews, observations), and data analysis techniques. It specifies the sample population, sampling method, and how the data was analyzed to address the research questions, including statistical or qualitative analysis techniques.
What is presented in the Findings chapter?
The Findings chapter presents the key findings of the study, reporting the results of the data analysis using statistical data, charts, and graphs. It presents the factual data objectively, without interpretations or conclusions.
What are the Keywords associated with this research?
Keywords include Female representation, advertising, consumer behavior, purchasing behavior, shopping malls, Pakistan, gender, marketing, consumer attitudes, and media portrayal.
- Arbeit zitieren
- Dr. Kashif Shahid (Autor:in), Usama Iftikhar (Autor:in), 2011, Female Representation in Advertisement & its Affect, München, GRIN Verlag, https://www.hausarbeiten.de/document/204683
