Consumer Durables Essay

852 Words4 Pages

The consumer durables taken for the study are washing machine, refrigerator, air conditioner, television, mixer, music system, vacuum cleaner and water purifier. The consumer durables watched in advertisement by respondents are presented in the Table: 4.8.
Table 4.8 Consumer durables watched in Advertisements

Consumer Durables watched in Advertisements Frequency Percent Washing machine 90 22.5 Refrigerator 142 35.5 Air Conditioner 59 14.8 Television 96 24.0 Others 13 3.3 Total 400 100.0

Figure 4.8 Consumer durables watched in Advertisements

From the above table it is inferred that 35.5 percent of the respondents have watched refrigerator advertisements. 24 percent of the respondents have watched television advertisements, 22.5 …show more content…

From the above table majority of the respondents watched Samsung brand.

4.1.10 INFLUENCE OF GENDER ON MESSAGE STRATEGIES OF CONSUMER DURABLES COMMERCIAL

The significant influence of gender on informational and transformational message strategies is measured by the mean score of males and females. The mean scores showing the significant influence of gender is presented in Table 4.10

HYPOTHESIS I
Null Hypothesis: H0: There is no significant influence of gender on message strategies of consumer durables commercial

Alternate Hypothesis: H1: There is a significant influence of gender on message strategies of consumer durables commercial

Table 4.10 t test for significant influence of gender on message strategies of consumer durables commercial
Message Strategies

Gender t value P value Male Female Mean SD Mean SD
Informational Advertisements 24.82 4.63 26.17 3.96 3.837

Open Document