Chapter 4

Chapter 4
PRESENTATION INTERPRETATION AND DISCUSSION OF RESULTS
4.1 INTRODUCTION
The researchers conducted a quantitative research, descriptive research to

investigate various aspects of influence of social media advertising on consumer
preference. Structured data collection was aimed at determining:
What is the most preferred use of social media platforms for presenting
advertisements?
How does online advertising affect the consumer buying decision?
In terms of; Quality, Price, and Presentation of the product.
How is social media advertising important in today’s business
This chapter comprises the analysis, presentation and interpretation of the

findings resulting from the study.The analysis and interpretation of data is carried out in
two scales. The first scale, which is based on factors of advertising. The second scale,
which is based on consumer preference.
4.2 SCALE ONE: FACTORS OF ADVERTISING

Analysis of Questionnaire
According to this pie chart, 47% of respondents agreed that products that were cheap
would not last very long. 10% highly agree, 8% strongly disagree, and 2% definitely
disagree, while 33% are neutral. The majority of respondents concur and strongly
concur that inexpensive goods would not last for very long.
This pie graph demonstrates if expensive things are more durable. According to the
results, 6 percent strongly agree, 46 percent agree, 29 percent choose to remain
neutral, and 10 percent strongly disagree and disagree. The majority of respondents
agreed that expensive things are more durable.
The data visualization illustrates that 34% agree and 31% strongly agree that branded
products are more durable. While 29% are neutral, the remaining 6% disagree with the
claim. The majority of respondents concur that branded goods are durable.
It indicates on the chart that (33%) of the respondents strongly agreed and (35%)
agreed. Somehow (26%) remain neutral, and the last (2%) and fourth (4%) disagree
with the statement. Most respondents agree that cheaper products are more attractive
to buy.
This pie chart shows if high-priced products are more durable. Based on the results
percentage, The (4%) strongly agree, the (44% agree), the (23% choose to be neutral),
and the (10%) strongly disagree and disagree Most respondents agree that they are
satisfied with expensive products due to their durability.
According to the graph, (26%) of respondents strongly agreed and (42%) agreed with
the statement. The final two percent (2%) and (6%) disagree with the assertion, while
(24%) stay neutral. The majority of respondents agreed that a product's price affects its
quality and lifespan.
It reveals that branded goods are more durable (49%) and (31%) highly agree. Most
people (14%) are neutral, while the remaining six percent (6%) disagree. The majority of
respondents agreed with the statement that user reviews on e-commerce applications
may influence users' purchasing decisions.
(41% of respondents agreed), with 35% strongly agreeing. The remaining people (22%
voted indifferent) and the others (2%) strongly disagreed. The majority of respondents
agreed with the premise that celebrity influencers evaluating the goods they purchased
online might impact consumer purchasing decisions.
According to the chart below (55%) of the respondents strongly agree and (29%)
agreed. (16%) of the respondents are neutral and the last (6%) disagreed with the
statement. Most of the repondents agreed with the statement that the product is more
trustworthy if its approved by the FDA.
The pie chart indicates that (39%) of the respondents strongly agree and (43%)
agree with the statement, However (16%) of the respondents remained neutral and the
last (2%) disagreed with the statement. Most of the repondents agreed with the
statement that if the product is well presented throughout an advertisement it could
persuade the potential consumer to avail the products.
SCALE 2: CONSUMER PREFERENCE
This pie chart represents buyers' preferences for discounts and offers, with varying
degrees of importance assigned to them. The majority of respondents consider
discounts and offers to be very important (33%) and very much important. Additionally,
(14%) find them important and (4%) for much important , while only 2% perceive them
as important. Interestingly, none of the participants indicated that discounts and offers
are not important to them, suggesting a widespread interest in such promotional
incentives.
This pie chart illustrates the respondents' votes about product promotion has a significant
role in consumer preference. The (40%) of the respondents go for very much important ,
(38%) for very important ,(10%) were much important ,(12%) voted that it is important. None
of the respondents vote that this is not important.
This pie chart illustrates the impact of promotional messages and advertisements on
consumer preference, based on a survey conducted. The majority of respondents, 46%,
considered these marketing efforts to be very important, indicating a strong influence on
their decision-making process. Another significant portion, 36%, regarded them as very
much important, further emphasizing the significance of promotional messages and
advertisements in shaping consumer preferences. Together, these two categories make up
the largest portion of the pie chart, highlighting the substantial role that social media
advertising plays in influencing consumer choices.
It describes that 46% of consumers consider the influence of social media advertising to be
"very important" in their preference for a brand. An additional 34% find it "very much
important," indicating a significant impact on their decision-making. Moreover, 6% believe it
is "much important," and (14%) suggesting a considerable level of significance. Overall,
these statistics highlight the substantial role of social media advertising in shaping
consumer preferences for brands.
This pie chart shows that 42% of the respondents considered it very important to be loyal to
one brand that is highly recommended by others. While (32%) are very much important,
(12%) are important, (10%) are much important, and (4%) are not important. Most of the
respondents found it very important to be loyal to one brand that is highly recommended by
others.
This pie chart shows that 37% of the respondents considered it very important to have
branded packaging for a product. While the (21%) are very much important, the (18%) are
important, and the (12%) are both important and not important. Most of the respondents
found it very important and very important to have branded packaging for a product.
This pie chart shows that 27% of the respondents made important consumer decisions
based on their religion. While (25%) are very important, (22%) are not important, (14% are
much important), and (12%) are very much important. Most of the respondents believed that
consumers make buying decisions based on their religion.
This pie chart shows that 36% of the respondents made a very important consumer buying
decision based on their age. While the (24%) are important, the (18%) are very much important,
the (14% are muchimportant), and the (8%) are not important. Most of the respondents found it
very important that consumers make buying decisions based on their age.
This pie chart shows if the product is convenient for the user. Based on the results, (37%) are
very important, (29%) are very important, (20%) choose to be important, and (14% are very
important). Most respondents consider it very important that the product be convenient for the
user.

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Chapter 4

PRESENTATION INTERPRETATION AND DISCUSSION OF RESULTS

The researchers conducted a quantitative research, descriptive research to

This chapter comprises the analysis, presentation and interpretation of the

4.2 SCALE ONE: FACTORS OF ADVERTISING

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