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Wednesday, August 15, 2012

Advertising is all about Media propaganda to making people fool. By using Katrina Kaif as brand personality / ambassador (LUX) (A report of methods of Business Research)


ABSTRACT


Today, we are in competitive era where advertising play an important role to capture the customer mind in order to fulfill the need and demand of the customers.  But in contras advertising graspes the mind of the customers in such a way those advertisements become admire the people to compel to purchase such items desirably. The research study has gone through an analysis of questionnaire survey by involving female.  30 responses are randomly selected to know the impact of advertising with the assumption of four variables brand personality, complex of white skin, repetition of ads and packaging.        
INTRODUCTION:

Advertising is a form of communication to influence and audience like viewers, readers either listeners to take some decision or action with respect to a particular product, idea or service. Advertising messages are usually paid for by sponsors and view via various mass media like newspaper, magazines, television ads, radio ads, outdoor/billboard ads or new media like direct mail, websites and text messages. Advertisers are always make new ideas, tricks to generate increased consumption of their products or services through BRANDING which involves the repetition of a product's image / name in the consumer's mind with certain qualities.

Our claim is advertising never being true for the consumers because it’s all about fake perception and false statements. Customers have right to know what they are buying. Propaganda is a term of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself. It is something that primarily to influence an audience. Propaganda presents fact uses loaded messages to produce an emotional rather than rational response to the information presented. Advertising propaganda is something which presents an issue in a very subjective and often misleading light primarily meant to persuade rather then inform.
From our point of view our research is based on advertising is a thing that people want to know about product or advertising is actually a tool to make people fool. Do you believe that a LUX (our brand) can transform you into KATRINA KAIF LUX can do any miracle? We all know that it’s all fakes but some how we got trapped to make our desires come true but it can’t. We waste our money to get results and nothing come up so we switch from one BRAND to another BRAND but never try to accept the reality and got inspired by other advertisements and other Katrina. It’s a fact that we don't want to realize that advertising is a way to earn money by cheating people and playing with their emotions. As we know that sometime fantasy is better then reality.
LUX is doing celebrity branding in which advertising focuses upon using celebrity power, fame, money, beauty and popularity to gain recognition for their soap and promote in specific stores. Advertisers often advertise their product like Katrina Kaif share their favorite soap or wearing cloths by specific brands or designers. Just to attract the people to buy their product but its fact that by using LUX soap/shower gel customers cant look like Katrina Kaif its obvious. Fraud is one of the biggest problems for advertising."Sales are function of product-vale and advertising sales promotion produce no more than a short term kink in the sales curve and without the promotion customers go back to their own habitual and regular brands."Our topic is not against about advertising it’s about fake and false advertising by using well known/popular celebrities to play with customers emotions.


LITERATURE REVIEW


“How the ads organize which affect the consumers is the main focus of the organization”. (PARK, 1996)
“It is possible that if advertising makes it possible to involve the customers buying or purchasing decisions of a customer. Yes it s possible this statement is god and workable but on the bottom line which advertising is just given the message and information about the product, this scenario is taken by the concept of”. (TSAI, LIANG, and LIU, 2007)
“Advertising makes awareness to words the particular brand that how they influenced the customer’s perception and their buying decision capability”. (CHEN & LEE, 2005)
Advertising is a basically something by which consumer get information about the popularity product not to attract with some false perception creating by advertising so that’s way switching brands mostly know as moving from one brand to another brand. Brand switching is basically the “Act of replacing and enhancing” the relative brand to another one which is available in the market for consumers
“When measuring impact that it found the one’s attitude to words, switching behavior, perceived behavior control and percentage of the satisfaction with the service/ product provider intention to switch these points are deceived in” (BANSAL research in 1997)
“Perhaps the margin of getting the affects of those advertisements which repetition is illustrated and linked up with the most dramatically aspects with their brand personality or media models. Because customers are now going any place to buy that product but they can’t get same affects like product’s brand personality it can work. Repetition of the ads are done just thing which they made the customers mind to motivate to buy, this concept is taken from the quote of”. (EF.LITTLE & LODISH, 1969)
Repetition of ad’s change the mind, attitude of consumers to words the brand and the intention of purchasing that particular brand. Because if media do this thing then consumers are inspire by that product which is using in that advertisement but after buying/ using that product the consumer is not satisfy by the given information to the relative product and it can’t fulfill the desires of consumers as they mention in their ad’s.
“Now moving to words the last independent about packaging” It is not only a factor which protests the product, it is least expensive factor of product to secure product from damaging and how safety shipment is done without damaging. And packaging is not some thing to attract people to buy product for wrapping style. Wrapping is good for that purpose which communicate to customer through the mentioned information in product’s wrapping that which kind of chemical and ingredients or testing results are their, by explain the brand character in it ”. (BRASSINGTON & PETTIT, 1997)
In the contrast with all these research authors which all are explain about the advertising impact with all variables that they are conscious the reality of the product which gives the consumer satisfaction but not brand personalities are making all these research against to words pure advertise or promote a product is some thing like you give information on 100% true facts not on false or fraud type in the innocent customer’s mind they worst money and waste their efforts but can’t get results.
Hence, the buying behavior, repetition of ads, switching of brands and packaging have great impact order to capture the mind of consumer as their thought that it fulfill the demand of them as they show.


METHODOLOGY AND RESEARCH DESIGN


Rounded Rectangle: Brand Personality

In this study, the technique we will use to collect data randomly by distributing questioner by respondents and the sample size of our research will be 30 people. We focus to female for our research. Since it was random survey therefore, student and teachers of some universities and some office workers within Karachi were treated as the population of this study. The research has focused on four factors “Brand personality, Repetition of ads, Complex of white skin, and packaging”.



 


The measurements scales are based upon the level (high- low & yes- no) were included in a structured format to examine the relationship between the considered variables. A total number of 9 variables related to the personal and self-perception of the respondents are included. Secondary data were used in the study. The data then was analyzed by SPSS (PASW) 18.0. To test some hypotheses, correlation, regression and t-test were used as statistical tool.


RESULTS

Data Analysis


Data was analyzed to determine how the units covered in the research project respond to the items under investigation. Descriptive statistics, Pearson product moment correlation and multiple regression methods were used in view of hypothesis and research objectives. Figures obtained from SPSS (PASW) 18.0 statistical part were interpreted to come at conclusion and implications.
The equation which we assume that is;
Impact on LUX users = f (Brand personality, Repetition of adds, Complex of white skin, Packaging)

Correlation Matrix

·         Correlation helps to identify the relationship and the extent of relationship between two variables.

Correlations


Have you ever use LUX soap?
Using top model P&G influence you to use LUX
Complex of white skin
Brand Personality (Katrina Kaif replaced Aishwarya)
Impress by Katrina to use LUX
Show good will of LUX
Make brand image
To capture soap market
Repetition of Ads
Have you ever use LUX soap?
Pearson Correlation
1
.055
-.021
-.088
-.128
.075
-.182
.036
-.019
Sig. (2-tailed)

.773
.912
.642
.499
.692
.336
.850
.921
N
30
30
30
30
30
30
30
30
30
Using top model P&G influence you to use LUX
Pearson Correlation
.055
1
.421*
.138
-.084
.324
.610**
-.058
.274
Sig. (2-tailed)
.773

.020
.468
.660
.081
.000
.761
.144
N
30
30
30
30
30
30
30
30
30
Complex of white skin
Pearson Correlation
-.021
.421*
1
-.024
.080
.129
.091
-.067
.187
Sig. (2-tailed)
.912
.020

.902
.675
.498
.631
.725
.322
N
30
30
30
30
30
30
30
30
30
Brand Personality (Katrina Kaif replaced Aishwarya)
Pearson Correlation
-.088
.138
-.024
1
.392*
-.126
.109
.140
.241
Sig. (2-tailed)
.642
.468
.902

.032
.508
.566
.461
.199
N
30
30
30
30
30
30
30
30
30
Impress by Katrina to use LUX
Pearson Correlation
-.128
-.084
.080
.392*
1
-.334
-.068
.000
.071
Sig. (2-tailed)
.499
.660
.675
.032

.071
.722
1.000
.710
N
30
30
30
30
30
30
30
30
30
Show good will of LUX
Pearson Correlation
.075
.324
.129
-.126
-.334
1
.313
.238
.115
Sig. (2-tailed)
.692
.081
.498
.508
.071

.092
.205
.547
N
30
30
30
30
30
30
30
30
30
Make brand image
Pearson Correlation
-.182
.610**
.091
.109
-.068
.313
1
-.177
-.035
Sig. (2-tailed)
.336
.000
.631
.566
.722
.092

.349
.855
N
30
30
30
30
30
30
30
30
30
To capture soap market
Pearson Correlation
.036
-.058
-.067
.140
.000
.238
-.177
1
.238
Sig. (2-tailed)
.850
.761
.725
.461
1.000
.205
.349

.205
N
30
30
30
30
30
30
30
30
30
Repetition of Ads
Pearson Correlation
-.019
.274
.187
.241
.071
.115
-.035
.238
1
Sig. (2-tailed)
.921
.144
.322
.199
.710
.547
.855
.205

N
30
30
30
30
30
30
30
30
30
*. Correlation is significant at the 0.05 level (2-tailed).








**. Correlation is significant at the 0.01 level (2-tailed).









Interpretation

·         The relationship between “Have you ever use LUX soap” and “Using top model P&G influence you to use LUX” is 0.055; it means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “Complex of white skin” is -0.021; is means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “Brand Personality (Katrina Kaif replaced Aishwarya)” is -0.088; it means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “Impress by Katrina to use LUX” is -0.128; it means there is weak relation.
·         The relationship between “Have you ever use LUS soap” and “Show good will of LUX” is 0.075; it means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “Make brand image” is -0.182; it means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “To capture soap market” is 0.036; it means there is weak relation.
·         The relationship between “Have you ever use LUX soap” and “Repetition of Ads” is -0.019; it means there is weak relation.  



Multiple Regression Matrixes:

·         Regression analysis is applied to know the interdependence of two variables i.e. one is dependent and other is independent.
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.348a
.121
-.213
.49544
a. Predictors: (Constant), Repetition of Ads, Make brand image, Impress by Katrina to use LUX, Complex of white skin, To capture soap market, Brand Personality (Katrina Kaif replaced Aishwarya), Show good will of LUX, Using top model P&G influence you to use LUX

·         The value of Coefficient of Regression i.e. R square is 0.121 which shows that 12.1% of change in Y (Impact on LUX users) is due to these variables.
For testing overall validity:
Ho: β1 = β2 = β3 = β4 = β5 = β6 = β7 = β8 = 0
H1: β1 ≠ β2 ≠ β3 ≠ β4 ≠ β5 ≠ β6 ≠ β7 ≠ β8 ≠ 0
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
.712
8
.089
.363
.929a
Residual
5.155
21
.245


Total
5.867
29



a. Predictors: (Constant), Repetition of Ads, Make brand image, Impress by Katrina to use LUX, Complex of white skin, To capture soap market, Brand Personality (Katrina Kaif replaced Aishwarya), Show good will of LUX, Using top model P&G influence you to use LUX
b. Dependent Variable: Have you ever use LUX soap?



Fcal of the whole model is 0.363 and Ftab is 2.29
·         Since 0.363 < 2.29, we have enough evidence to reject Ho. Therefore all the betas of the model are insignificant.

F-TEST:

Ho: There is no association between impact on LUX users and independent variables
H1: There is an association between impact on LUX users and independent variables
·         P value of the model is 0.929 since 0.929 > 0.05, we have enough evidence to reject Ho.
·         Therefore after drawing conclusion from responses of our sample we can say that there is no association between Impact on LUX users and independent variables.

Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
1.047
.453

2.312
.031
Using top model P&G influence you to use LUX
.197
.168
.366
1.167
.256
Complex of white skin
-.078
.148
-.126
-.529
.602
Brand Personality (Katrina Kaif replaced Aishwarya)
-.015
.133
-.028
-.116
.909
Impress by Katrina to use LUX
-.035
.128
-.065
-.271
.789
Show good will of LUX
.056
.137
.102
.410
.686
Make brand image
-.268
.177
-.434
-1.514
.145
To capture soap market
-.015
.145
-.024
-.103
.919
Repetition of Ads
-.058
.128
-.105
-.453
.655
a. Dependent Variable: Have you ever use LUX soap?



 



Regression equation:

Y= βo+β1 (Using top model P&G influence you to use LUX) + β2 (Complex of white skin) +β3 (Brand Personality {Katrina Kaif replaced Aishwarya}) + β4 (Impress by Katrina to use LUX) + β5 (Show good will of LUX) + β6 (Make brand image) + β7 (To capture soap market) + β8 (Repetition of Ads) + e
Impact on LUX users = 1.047 + 0.197(Using top model P&G influence you to use LUX) – 0.078(Complex of white skin) – 0.015(Brand Personality {Katrina Kaif replaced Aishwarya}) –0.035(Impress by Katrina to use LUX) +0.056(Show good will of LUX) – 0.268(Make brand image) – 0.015(To capture soap market) –0.058(Repetition of Ads) +e

·         The regression equation also shows that positive relationship exists between Using top model P&G influence you to use LUX and impact on LUX users. Similarly negative relationship exists between complexes of white skin, brand personality Katrina Kaif replaced Aishwarya, impress by Katrina to use LUX. It is also shows the positive relationship between shows good will of LUX and once again shows the negative relationship between make brand image, to capture soap market, and repetition of ads.

Hypotheses:

T-Test

For testing individual validity:
For β1:
Ho= β1=0 (Using top model P&G influence you to use LUX has no impact on LUX users)
H1= β1=0 (Using top model P&G influence you to use LUX has an impact on LUX users)
Tcal 1.167 β1 and Ttab with n-2 dof is 2.048
·         Since 1.167 < 2.048, we have enough evidence to reject Ho. This means that β1 is insignificant and should not be included in regression equation.
·         P value of β1 (0.256) > 0.05, therefore we have enough evidence to reject Ho.

For β2:
Ho= β2=0 (Complex of white skin has no impact on LUX users)
H1= β2≠0 (Complex of white skin has an impact on LUX users)
Tcal 0.529 β2 and Ttab with n-2 dof is 2.048
·         Since 0.529 < 2.048, we have enough evidence to reject Ho. This means that β2 is insignificant and should not be included in regression equation.
·         P value of β2 (0.602) > 0.05, therefore we have enough evidence to reject Ho.
For β3:
Ho= β3=0 (Brand Personality {Katrina Kaif replaced Aishwarya} has no impact on LUX users)
H1= β3≠0 (Brand Personality {Katrina Kaif replaced Aishwarya} has an impact on LUX users)
Tcal 0.116 β3 and Ttab with n-2 dof is 2.048
·         Since 0.116 < 2.048, we have enough evidence to reject Ho. This means that β3 is insignificant and should not be included in regression equation.
·         P value of β3 (0.909) > 0.05, therefore we have enough evidence to reject Ho.
For β4:
Ho= β4=0 (Impress by Katrina to use LUX has no impact on LUX users)
H1= β4≠0 (Impress by Katrina to use LUX has an impact in LUX users)
Tcal 0.271 β4 and Ttab with n-2 dof is 2.048
·         Since 0.271 < 2.048 we have enough evidence to reject Ho. This means that β4 is insignificant and should not be included in regression equation.
·         P value of β4 (0.789) > 0.05, therefore we have enough evidence to reject Ho.
For β5
Ho= β5=0 (Show good will of LUX has no impact on LUX users)
H1= β5=0 (Show good will of LUX has an impact on LUX users)
Tcal 0.410 β5 and Ttab with n-2 dof is 2.048
·         Since 0.410 < 2.048, we have enough evidence to reject Ho. This means that β5 is insignificant and should not be included in regression equation.
·         P value of β5 (0.686) > 0.05, therefore we have enough evidence to reject Ho.
For β6
Ho= β6=0 (Make brand image has no impact on LUX users)
H1= β6≠0 (Make brand image has an impact on LUX users)
Tcal 1.514 β5 and Ttab with n-2 dof is 2.048
·         Since 1.514 < 2.048, we have enough evidence to reject Ho. This means that β6 is insignificant and should not be included in regression equation.
·         P value of β6 (0.145) > 0.05, therefore we have enough evidence to reject Ho.
For β7
Ho= β7=0 (To capture soap market has no impact on LUX users)
H1= β7≠0 (To capture soap market has an impact on LUX users)
Tcal 0.103 β7 and Ttab with n-2 dof is 2.048
·         Since 0.103 < 2.048, we have enough evidence to reject Ho. This means that β7 is insignificant and should not be included in regression equation.
·         P value of β7 (0.919) > 0.05, therefore we have enough evidence to reject Ho.
For β8
Ho= β8=0 (Repetition of Ads has no impact on LUX users)
H1= β8≠0 (Repetition of Ads has an impact in LUX users)
Tcal 0.453 β7 and Ttab with n-2 dof is 2.048
·         Since 0.453 < 2.048, we have enough evidence to reject Ho. This means that β8 is insignificant and should not be included in regression equation.
·         P value of β7 (0.655) > 0.05, therefore we have enough evidence to reject Ho.

CONCLUSION


·         The correlation matrix shows that three variables (Using top model P&G influence you to use LUX, Show good will of LUX, To capture soap market) are positively correlated and other variables (Complex of white skin, Brand Personality (Katrina Kaif replaced Aishwarya, Make brand image, Repetition of Ads) are negatively correlated.

·         The coefficient of regression shows that 12.1% change in Y is due to these Independent variables which rest of 87.9% is unexplained. Therefore the model is not a good model. It is not good fit.

·         Regression equation also gives an idea about interdependent of variables.

·         Individual significant test of Betas gives the results that all the betas have no consequence and should not be incorporated in the regression equation.

·         Overall significance test also reveals that all the betas are irrelevant.

·         P value of the model analyze that there is a relationship between independent variables and impact of advertisement on customers.

The study shows that the complex of white skin, brand personality, packaging, and repetition of ads has an impact on consumer’s buying behavior. Due to these variables consumers are going to purchase and wish to use the P&G’s product LUX.


References

·         www.kln.ac.lk/fcms/ICBI2011/.../Microsoft%20Word%20-%20MKT02.pdf
·         http://wikipedia.org
·         www.marketingoracle.com/participants/randdi_reports/13_advertising.pdf
·         portal.acm.org/citation.cfm?id=1401423

QUESTIONNAIRE

SECTION: 1

NAME: ______________________    EDUCATION: _____________________
OCCUPTION: __________________ RANK/POSITION: _________________
LIVING AREA: __________________
(Our target audience is university female students, working women & house wifes)
Q1 please identify your age in the categories given below

         Below 18
         19 to 24
         25 to 34
         Above 35

Q2 kindly indicate your monthly income or family income (if you are student) in given below.

         Below 5,000
         6000 to 12000
         13000 to 24000
         Above 25000

Q3 how many people are there in your family?

1.       Below  5
2.       6 to 10
3.       11 to 15
4.       Above 1

SECTION: 2

Q4: Are you aware of deceptive advertising (fake advertising)?
         Yes
         No
         If yes, then write a signal line about deceptive advertising?
Q5. Do you think that fake advertising appeal people to buy their product?
         Often                    (1)
         Mostly                  (2)
         Seldom (3)
         Never                   (4)
         Not sure / not applicable (5)
Q6. Rate this topic according to your opinion: “ADVERTISING IS ALL ABOUT MEDIA PRAPOGANDA TO MAKING PEOPLE FOOL.BY USING KATRINA KAIF AS BRAND PERSONALITY / AMBASSADOR (LUX).”                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
         Very dissatisfied
         Dissatisfied
         Neither satisfied nor dissatisfied
         Satisfied
         Very satisfied
         Not sure / not applicable

Q7: From 1 to 5, please rank those factors in series that are mostly involved in making ads most deceptive (fake).
         Brand personality
         Repetition of ads
         Complex of white skin
         Packaging
         Propaganda techniques


SECTION: 3

Q8 have you ever use LUX soap?
          Yes
          No
Q9 LUX is drive from the word luxury is this slogan appeal to buy LUX?
         Yes
         No
         May be
Q10 by using top model of the world P&G influence you to use LUX?
         Yes
         No
         May be
Q11 advertising of LUX shows a clear vision of as they highlight in their ad?
         Yes
         No
         May be

Q12 by using LUX soap it is possible to look like a brand ambassador (KATRINA KAIF) of LUX?
         Yes
         No
         May be
Q13 by using Katrina Kaif in LUX advertize are they influence you in following category
                                                                                      Yes               no              may be
1)      Impress by Katrina to use LUX                         ________        ______        _______
2)      Show good will of LUX                                      ________        ______        ________
3)      Make brand image                                            ________        ______        _______
4)      To capture soap market                                   ________        ______        _______

Q14 by repetition of LUX advertisement is it capture your mind for use their product?
         Yes
         No
         May be
Q15 fake ads usually attributed to make money from consumer lost through a purchase that would not have been made that advertisement is misleading?
         Yes
         No
         May be
Q16katinaKaif replaced Aishwarya in LUX because now Katrina is taken hold in every mass and P&G want her to introduce new color soap (purple). Do you think to try to make consumer fool?
         Yes
         No
         May be
Q17 LUX showing unusual life style, insulting the consumer intelligence and ignoring public culture of society?
         Yes
         No
         May be
Q18 LUX express unrealistic about the product use of brand ambassador for more effects?
         Yes
         No
         May be


Thank You for Your Time…!!!

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