UNIT-V

FINDINGS, SUGGESTIONS&CONCLUSIONS

Socio-Economic Profile

The age group "up to 30," which makes up 38.6% of the respondents, is the majority of
survey participants.

The "Female" category, which includes 55.6% of the respondents, makes up the majority of
the survey's participants.

The majority group in the surveyed participants is the "Married" category, comprising 60.8%
of the respondents.

The majority educational qualification group in the surveyed participants is the "UG
(Undergraduate)" category, comprising 41.5% of the respondents.

The majority residential group in the surveyed participants is the "Town" category,
comprising 45.6% of the respondents.

The majority occupational group in the surveyed participants is "Pvt. Employee (Private
Employee)," comprising 43.1% of the respondents.

The majority family setup in the surveyed participants is the "Nuclear" family category,
comprising 56.3% of the respondents.

The majority family size group in the surveyed participants is the "3 - 5" members category,
comprising 55.2% of the respondents.

The majority role within the surveyed participants is the "Member" category, comprising
71.0% of the respondents.

The majority earning member configuration in the surveyed participants is the "One" male
earning member category, comprising 71.9% of the respondents.

The majority earning member configuration in the surveyed participants is the "One" female
earning member category, comprising 61.4% of the respondents.
The majority income group in the surveyed participants is the "Up to 15000" monthly income
category, comprising 35.7% of the respondents.

The majority family income group in the surveyed participants is the "40001 - 70000"
category, comprising 32.7% of the respondents.

The majority family expenditure group in the surveyed participants is the "Up to 15000"
category, comprising 51.3% of the respondents.

Attitude on Advertisement
The majority viewership frequency group in the surveyed participants is the "Daily" category,
comprising 67.1% of the respondents.

The majority preferred entertainment media group in the surveyed participants is "Mobile,"
comprising 40.5% of the respondents.

The majority duration of advertisement recall in the surveyed participants is "One day,"
comprising 38.8% of the respondents.

The majority perception group in the surveyed participants is "Inappropriate," with 33.3% of
the respondents expressing this view towards sexual content in advertisements.

The majority element considered important in advertisements by the surveyed participants is

"Products / Services," with 55.4% of the respondents expressing this view.

Buying Behaviour
The majority place of purchase among the surveyed participants is "Departmental stores,"
with 48.0% of the respondents expressing this preference.

Awareness and perception on Femvertising

The majority response among the surveyed participants is "Yes," with 66.1% of the
respondents indicating that they buy products influenced by femvertising.

GARRAT RANKING

The majority reason consumers are influenced by femvertising, based on the provided
information, is "For entertainment." The paragraph emphasizes that femvertising campaigns
often employ creative and engaging storytelling techniques, making them entertaining and
memorable for viewers. This suggests that consumers are more inclined to engage with
femvertising content for entertainment purposes, influencing their buying behavior.

WEIGHTED AVERAGE RANKING

Perception about Advertisement

The majority response among the surveyed participants indicates that the perception
of unethical advertising and the role of advertising in marketing management are considered
significant, while the perception of advertising as a negative social influence is relatively less
prominent among the respondents.
Factor that motivates to buy the product by watching advertisement

The majority response among the surveyed participants suggests that the perception of
needs, followed by price and product utility, plays a significant role in motivating individuals
to buy a product based on advertisements. Lifestyle and the influence of product
appearance/packaging also have a notable impact but to a slightly lesser extent.

Advertisement endorser influences your buying behavior of the product

The majority response among the surveyed participants suggests that advertisements
that refresh the memory of the product at the time of buying and those endorsed by credible
sources have the most significant influence on buying behavior. Belief in the quality of the
products and the enhancement of buyer's satisfaction and decision-making also play a
substantial role in shaping buying behavior. The ability of advertisements to add a new
dimension to product search is also recognized but to a slightly lesser extent.

Sources to be more effective in getting information about the products

The majority response among the surveyed participants suggests that television
advertisement and internet advertisement are considered the most effective sources for
obtaining information about products. Newspapers, posters/banners, magazines, and wall
paintings are also recognized as valuable sources of information. Cinema advertisement,
radio, and window displays are perceived to be relatively less effective in providing product
information. It is important to note that the effectiveness of these sources may vary
depending on the target audience, product type, and specific marketing objectives.
Reasons for choosing a particular shop

The majority response among the surveyed participants suggests that factors such as a
known retailer, choice of variety, new stock, home delivery, and freedom to select items play
a significant role in influencing the choice of a shop. Credit facility offer and display are also
considered important factors. Prompt service has a relatively lower impact on the choice of a
shop. It is important to note that individual preferences may vary, and different factors may
hold more importance for different consumers. Additionally, other factors not included in this
analysis, such as price, location, and reputation, may also influence the choice of a shop.

Perception about femvertising

The majority response among the surveyed participants suggests that respondents are
generally aware of femvertising and recognize its role in capturing the attention of women
consumers. It is also perceived to have some influence on women's buying decisions and self-
esteem. However, there is a perception that advertisements still tend to depict women in
traditional roles and use them as decorative objects. Additionally, some respondents feel that
certain advertisers use vulgar and unethical themes in the name of creativity. It is important to
note that individual perceptions may vary, and these results represent the collective
perception of the respondents in the given survey.

Role of Femvertising

The majority response among the surveyed participants suggests that there is a
perception that advertisements often depict young and beautiful women and tend to portray
women in certain traditional roles. However, there is also a perception that advertisements do
not frequently portray women as educated, professional, and career-oriented. These findings
shed light on the current perception of the role of femvertising in shaping societal norms and
expectations.

Impact of Femvertising

The majority response among the surveyed participants suggests that there is a
perception that television advertising, particularly through the use of celebrities, has a
significant impact on brand acceptance among women. It is also perceived as a necessary
aspect of modern society and a major source of information for women. However, there is
also a perception that advertising may not fully reflect the concern of advertisers towards
women. These findings provide insights into the perceived impact of femvertising on women
and their consumption behaviors.

CHI SQUARE

Age

Consumers whose age group up to 30 have high level of satisfaction and consumers
whose age above 50 have low level of satisfaction. The result of chisquare test indicates that,
there is no significant association between age and the level of buying behavior.
Gender
Female consumers were have the high level of satisfaction and Male consumers were
have low level of satisfaction. The results of chisquare test indicates that, no significant
association between gender and the level of buying behavior concerning the impact of
femvertising on consumers.
Marital Status

Married consumers were have the high level of satisfaction and Unmarried consumers
were have low level of satisfaction. The results of chisquare test indicates that, no significant
association between marital status and the level of buying behavior concerning the impact of
femvertising on consumers.

Educational Qualification

Consumers whose Educational Qualification is UG have high level of satisfaction and

consumers whose educational qualification is professional have low level of satisfaction. The
result of chisquare test indicates that, no significant association between educational
qualification and the level of buying behaviour.

Area of residence

Consumers whose area of residence in town has high level of satisfaction and
consumers whose area of residence in village have low level of satisfaction. The result of
chisquare test indicates that, there is no significant association between the area of residence
and the level of buying behavior concerning the impact of femvertising on consumers.

Occupation
 Consumers who were Pvt. Employee has high level of satisfaction and consumers
who doing business have low level of satisfaction. The result of chisquare test indicates that,
there is no significant association between occupation and the level of buying behavior
concerning the impact of femvertising on consumers.
Type of family
Nuclear Family consumers have high level of satisfaction and consumers with joint
family have low level of satisfaction. The result of chisquare test indicates that, there is no
significant association between the type of family and the level of buying behavior
concerning the impact of femvertising on consumers.
No.Of.Family members

Consumers who having family members between 3-5 were high level of satisfaction
and consumers whose family members above 5 have low level of satisfaction. The chi-square
test reveals that, there is no significant association between the number of family members
and the level of buying behavior concerning the impact of femvertising on consumers.
Status in family

Consumers who were member of the family have high level of satisfaction and
consumers who were head of the family have low level of satisfaction. The chi-square test
reveals that, a significant association between the status in the family and the level of buying
behavior concerning the impact of femvertising on consumers.

Female earning members

One Female Earning member consumers were have high level of satisfaction and
consumers have 2 female earning members in the family have low level of satisfaction. The
chi-square test reveals that, there is no significant association between the number of female
earning members and the level of buying behavior concerning the impact of femvertising on
consumers.
Monthly Income

Consumers whose monthly income up to 15000 has high level of satisfaction and consumers
monthly income above 60000 have low level of satisfaction. The chi-square test reveals that,
there is no significant association between monthly income and the level of buying behavior
concerning the impact of femvertising on consumers.
Family income
 Consumers family income between 40001-70000 have high level of satisfaction and
consumers family income between 70001-100000 have low level of satisfaction. The result of
chisquare test indicates that, there is no significant association between family income and
the level of buying behavior concerning the impact of femvertising on consumers.
Family Expenditure

Family Expenditure of consumers whose up to 15000 have high level of satisfaction

and consumers whose family expenditure above 30000 have low level of satisfaction.The
result of chisquare test indicates that, there is no significant association between family
expenditure and the level of buying behavior concerning the impact of femvertising on
consumers.

Frequency of watching advertisement

Consumers those who watching advertisement daily have high level of satisfaction
and consumers who watching advertisement Occasionally have low level of satisfaction. The
result of chisquare test indicates that, there is a significant association between the frequency
of watching advertisements and the level of buying behavior concerning the impact of
femvertising on consumers.

Period of Remembering Advertisement Message

Consumers those who remembering advertisement message for 1 day have high level
of satisfaction and consumers who remembering advertisement message more than a month
have low level of satisfaction. The result of chisquare test indicates that, there is no
significant association between the period of remembering advertisement messages and the
level of buying behavior concerning the impact of femvertising on consumers.
Perception on advertisement

Consumers those whose perception of advertisement is moderate have high level of

satisfaction and consumers whose perception of advertisement is low have low level of
satisfaction. The result of Chi-square test reveals that, There is a significant association
between the perception of advertisement and the level of buying behavior concerning the
impact of femvertising on consumers.

Perception on Femvertising
 Consumers those whose perception on Femvertising is Moderate have high level of
satisfaction and consumers whose perception on Femvertising is High have low level of
satisfaction. The result of Chi-square test reveals that, There is a significant association
between the perception of femvertising and the level of buying behavior concerning the
impact of femvertising on consumers.
Suggestions

Critical Evaluation: Encourage consumers to critically evaluate femvertising messages. Look

beyond surface-level representation and assess whether the brand genuinely supports gender
equality in its practices.

Support Authentic Brands: Choose to support brands that demonstrate authenticity in their
femvertising efforts. Brands that go beyond superficial messaging and actively contribute to
social change deserve consumer backing.

Voice Your Values: Express your preferences by supporting brands that align with your
values. Share your thoughts on social media, participate in discussions, and contribute to the
dialogue around femvertising.

Demand Inclusivity: Advocate for inclusivity in femvertising. Encourage brands to represent

a diverse range of women in their campaigns, ensuring that various backgrounds, body types,
and identities are included.

Research Brand Practices: Investigate a brand's overall commitment to gender equality.

Explore their workplace practices, policies, and initiatives to gauge the sincerity of their
femvertising messages.

Promote Positive Narratives: Share and support femvertising campaigns that promote positive
narratives and challenge stereotypes. Amplify messages that empower women rather than
perpetuating harmful norms.
Educate Yourself: Stay informed about feminist issues and be aware of the nuances within
femvertising. Education empowers consumers to make informed choices and demand better
representation.

Reward Positive Change: Acknowledge and support brands that evolve positively in their
femvertising approach. Recognizing and rewarding positive change can motivate other
brands to follow suit.

Hold Brands Accountable: Hold brands accountable for their femvertising promises. If a
brand falls short on its commitments or engages in tokenism, make your concerns known and
encourage transparency.

Engage in Conversations: Actively participate in conversations about femvertising and

gender equality. Engaging with others allows for a collective effort to shape the industry and
push for more meaningful representations.

Consumer engagement is a powerful force that can drive positive change in femvertising and
promote a more inclusive and equitable advertising landscape.

Choose Inclusive Brands: Support brands that showcase diversity in their advertising,
representing women from various backgrounds, cultures, and body types.

Celebrate Authenticity: Favor brands that authentically portray women in their femvertising,
avoiding stereotypes and promoting genuine empowerment.

Share Positive Examples: Share and celebrate femvertising campaigns that resonate with you
on social media, helping to amplify positive messages and encourage more inclusive
representation.
Voice you’re Preferences: Communicate your expectations for positive and respectful
femvertising by providing feedback directly to brands. Your voice matters in shaping their
future campaigns.

Educate Yourself: Stay informed about gender equality issues and the impact of advertising.
This knowledge empowers you to make choices that align with your values.

Support Initiatives: Choose to spend your money on brands that actively contribute to gender
equality initiatives, both within their advertising and through their corporate practices.

Encourage Progress: Recognize and applaud brands that make strides in improving their
femvertising. Positive reinforcement can motivate further positive changes in the industry.

Be a Conscious Consumer: Be mindful of the messages conveyed in advertising and opt to

support brands that align with your beliefs and values regarding gender equality.

Participate in Conversations: Engage in discussions about femvertising and gender

representation. By participating in conversations, you contribute to a broader dialogue that
can drive positive change.

Prioritize Genuine Empowerment: Choose brands that focus on genuinely empowering

women rather than simply using feminist themes for marketing. Look for substance behind
the messaging.

Demand Diversity: Advocate for greater diversity in femvertising by supporting campaigns

that showcase a wide range of women, representing different ethnicities, body types, abilities,
and backgrounds.
Reject Stereotypes: Choose to support brands that actively challenge and avoid perpetuating
gender stereotypes in their advertising. Encourage campaigns that break free from traditional
norms.

Seek Authenticity: Prioritize brands that demonstrate authenticity in their femvertising

efforts. Look for campaigns that genuinely reflect a commitment to gender equality in both
messaging and company practices.

Support Educational Initiatives: Favor brands that use femvertising as a platform to educate
and raise awareness about gender equality issues. Encourage campaigns that contribute
positively to societal understanding.

Provide Constructive Feedback: Share your thoughts with brands through social media or
customer feedback channels. Constructive feedback can help brands understand consumer
expectations and improve their femvertising strategies.

Celebrate Positive Examples: Actively celebrate and share examples of femvertising that
positively impact the narrative around women. This can encourage other brands to follow suit
and create more empowering content.

Choose Brands with Purpose: Support brands that integrate a meaningful purpose in their
femvertising efforts. Look for campaigns that go beyond marketing and actively contribute to
social change.
Promote Inclusivity: Advocate for inclusivity in femvertising by endorsing brands that
feature a variety of perspectives and experiences. This contributes to a more comprehensive
and representative portrayal of women.

Stay Informed: Stay informed about a brand's overall commitment to gender equality.
Research their policies, practices, and initiatives to ensure that femvertising aligns with
genuine efforts to foster inclusivity.

Encourage Progress: Encourage brands to evolve and progress in their femvertising

strategies. Recognize positive changes and advancements, reinforcing the idea that consumers
appreciate and support inclusive advertising.

Conclusion

Femvertising has demonstrated a significant impact on consumer buying behavior by

fostering inclusivity, challenging stereotypes, and resonating with diverse audiences. Brands
that authentically embrace these values not only contribute to societal progress but also build
stronger connections with consumers who increasingly prioritize authenticity and social
responsibility in their purchasing decisions. As the advertising landscape continues to evolve,
the positive correlation between femvertising and consumer engagement underscores the
importance of aligning marketing strategies with values that empower and reflect the diverse
perspectives of today's consumers.

femvertising has proven to influence consumer buying behavior by championing inclusivity

and authenticity. Brands embracing this approach connect with a more diverse audience and
tap into a consumer base increasingly driven by values, ultimately shaping purchasing
decisions in favor of socially conscious and empowering brands.