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Consumer Attitude Towards Web sites & Internet Advertising

RESEARCH STUDY

Atif Abbas


Atif Abbas Research Scholar atieph@yahoo.com


Survey Methodology Research Design Universe of the Survey Commonwealth Executive Master of Business Administration (CEMBA) Department of Allama Iqbal Open University (AIOU) (Islamabad) and Study Centers in Rawalpindi and Lahore {Pakistan}. Unit of Analysis: Student of Master of Business Administration & Public Administration. Time Dimension: Data was collected in the period of November 2010 – March 2011. Characteristics of Interest: Opinion of students on web sites and Internet advertisements. Mode of Observation: Survey Population Size: Students of CEMBA program in Islamabad (Open University), Rawalpindi and Lahore Study Centers. Sampling Unit: A student Sample Design: Two-stage disproportionate stratified random probability sampling. The stratification plan consisted of Primary and Secondary Sampling Units. Primary Sampling Unit (PSU) was semesters of CEMBA whereas Secondary Sampling Unit (SSU) was students within each sample PSU to be selected using simple random sampling method. Sample Size: 170 Response Rate: 96% Data Collection Technique used was Quantitative: Survey Collection Procedure: Questionnaire Method Observation Tool: Questionnaire

The research work is based on a study, ‘Consumer response to Web sites and their influence on advertising effectiveness’ by Ronald E. Goldsmith and Barbara A. Lafferty. Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Survey Demographics

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Gender

Age Brackets

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Education

Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Semester of CEMBA/CEMPA

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Internet and Traditional Media

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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For how long, you have been using Internet?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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For what purpose, you use Internet?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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How often you prefer Online shopping to visiting the bazaar?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Have you ever: a) Provided Feedback (to Internet retailer) b) Completed a Survey (for Internet retailer) c) Communicated with other Users of a product/service

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Classify time you spend (in a weekday) on the following in percentage: a) Watching TV c) Reading printed Magazine e) Internet

b) Listening Radio (over the air) d) Reading printed Newspaper

Overall Response and on Gender basis Classification of Hours per Weekday (%)

Response on basis of Job Status Classification of Hours per Weekday (%)

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Classify time you spend (in a weekend day) on the following in percentage: a) Watching TV c) Reading printed Magazine e) Internet

b) Listening Radio (over the air) d) Reading printed Newspaper

Overall Response and on Gender basis Classification of Hours per Weekend day (%)

Response on basis of Job Status Classification of Hours per Weekend Day (%)

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Which medium influences more when used for advertising?

Overall response and on Gender basis Responses Overall Male Female Average Ranking Average Ranking Average Ranking a. Internet / Web site 2.43 2 2.56 3 1.83 1 b. TV 1.78 1 1.74 1 1.93 2 c. Newspaper 2.55 3 2.48 2 2.86 3 d. Magazines 3.82 4 3.80 4 3.90 5 e. Radio 3.99 5 4.05 5 3.72 4

* In Graphical Mode highest column narrates medium preferred the most for advertisement.

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Which medium influences more when used for advertising?

Responses on basis of Job Status

a. Internet / Web site b. TV c. Newspaper d. Magazines e. Radio

Student Employed Average Ranking Average Ranking 2.13 2 2.50 2 1.92 1 1.68 1 2.68 3 2.50 3 3.68 4 3.89 4 3.82 5 4.07 5

Self-Employed Average Ranking 2.80 3 2.30 1 2.50 2 3.60 4 3.70 5

* In Graphical Mode highest column narrates medium preferred the most for advertisement.

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Information on Internet is in access of all.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Seeking information on Internet is convenient in comparison to other mediums.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Internet crimes – cause insecurity.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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On Internet, one can privately look at the content one wants to.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Web sites – Ads and Brands

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Design of a company’s web site plays major role in online sale.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Web Ads are more fascinating.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Web Ads allow access to information with just a click.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Web Ads can immediately develop interest in the product/service.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Pop-ups can increase awareness of the Ad.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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How often you read banners on web pages, advertising a brand:

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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How often does it happen that you purchased product of a brand after watching advertisement on the web (of that brand)?

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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In general, on visiting web site of brands, the experience: a) Improve your view of the brand

b) Detract from it

c) Have no effect

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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On viewing Web Ad of the following brands: 1) Nestle the experience, a) Improved your view of the brand

b) Detracted from it

2) Nokia

3) Nike

c) Had no effect

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Internet Advertising

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Generally, when compared to other media, advertisements on Internet provide more information.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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In comparison to Ads on other media, conscious about taking steps because of privacy.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Ads on Internet cause irritation because of frequent intrusion.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Ads on Internet are usually muddled and difficult to read in comparison to ads on other media.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Like on television or radio, Internet Ad doesn’t reach me - I have to stumble across it.

Overall Response and on Gender basis

Response on basis of Job Status

Commonwealth Executive Master of Business Administration (CEMBA) Allama Iqbal Open University (AIOU) – Islamabad, Pakistan

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Commonwealth Executive Master of Business Administration and Public Administration (CEMBA/CEMPA) Programme is the outcome of collaboration between the Commonwealth of Learning (COL) and four open universities in South Asia: Allama Iqbal Open University (Pakistan), Bangladesh Open University, Indira Gandhi National Open University (India) and the Open University of Sri Lanka. Commonwealth of Learning (COL) is an intergovernmental organisation created by Commonwealth Heads of Government to encourage the development and sharing of open learning/distance education knowledge, resources and technologies. COL is helping developing nations improve access to quality education and training. Courtesy: www.col.org

Consumer Attitude Towards Web sites and Internet Advertising  

Research conducted in Commonwealth Executive Master of Business Administration (CEMBA) Department of Allama Iqbal Open University (AIOU), Pa...

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