A PROJECT REPORT ENTITLED

“ROLE OF GENDER IN INFLUENCING CONSUMER’S ATTITUDE

TOWARDS ONLINE ADVERTISING”
A project report submitted to the University of Calicut, in partial fulfillment of
the requirement for the award of the Degree of Bachelor of Commerce (B com).

Submitted by

IRSHAD P
(KVAPBCM021)
SREEJITH PK
(KVAPBCM026)

Under the guidance of

NISAB.T
(Asst. Professor, PG Dept. of Commerce)

M.E.S KEVEEYAM COLLEGE

NAAC Accredited with A grade

VALANCHERY – 676552 MALAPPURAM

2015-2018

1
 PG.DEPARTMENT OF COMMERCE

M.E.S KEVEEYAM COLLEGE, VALANCHERY

CERTIFICATE

This is to certify that the project entitled “ROLE OF GENDER IN INFLUENCINCING

THE CONSUMERS ATTITUDE TOWARDS ONLINE ADVERTISEMENT WITH
SPECIAL REFERENCE TO VALANCHERY” Prepared by SREEJITH PK
(KVAPBCM026), student of MES KEVEEYAM COLLEGE VALANCHERY during the
year of 2015 – 2018 is the partial fulfillment of the requirement for the award of the B.Com
degree of University of Calicut.

Place: Prof. P C SANTHOSH BABU (HOD)

PG Department of Commerce
Date:
MES KEVEEYAM COLLEGE,
VALANCHERY
 PG.DEPARTMENT OF COMMERCE

M.E.S KEVEEYAM COLLEGE, VALANCHERY

CERTIFICATE

This is to certify that the project entitled “ROLE OF GENDER IN INFLUENCINCING

THE CONSUMERS ATTITUDE TOWARDS ONLINE ADVERTISEMENT WITH
SPECIAL REFERENCE TO VALANCHERY” Prepared by IRSHAD P and SREEJITH
PK (KVAPBCM026), has prepared by herself under my guidance and supervision for the
award of the B.Com degree of University of Calicut during the period 2015 – 2018.

Place: Prof. NISAB.T

PG Department of Commerce
Date:
MES KEVEEYAM COLLEGE,
VALANCHERY
 DECLARATION

We are the MBA Student of hereby declare that this project report
entitled “ROLE OF GENDER IN INFLUENCINCING THE CONSUMERS
ATTITUDE TOWARDS ONLINE ADVERTISEMENT” has been carried out by our
under the guidance and supervision of Dr.Bhuvaneeswari, Associate professor in MBA
department of HICET, as the part of Curriculum. It is declared that this project report any part
of it, has not been published for the award of degree, diploma, title or reorganization before.

Place:

Date: SREEJITH PK
 ACKNOWLEDGEMENT

First and foremost, I thank God for his Almighty support and merely drop of blessings upon
me to complete my project within the stipulated time.

I wish to express my sincere gratitude to CaptDr ABDUL HAMEED .C the respected

principal of our college, Prof. DrP C SANTHOSH BABU (Head of the Department of
Commerce, MES KEVEEYAM COLLEGE VALANCHERY for the constant support and
encouragement granted throughout the project.

I extremely thankful to Prof. NISAB T of commerce Department my internal guide for

providing constant guidance throughout the completion of the project.

I am also indebted to all lecturers, friends and associates for their valuable advice, stimulated
suggestions and overwhelming support, without which the project would not have been a
success.

Place: Valanchery

Date:

SREEJITH PK
 CONTENTS

TITLE
CHAPTERS LIST OF TABLES PAGE NO.
LIST OF FIGURES
CHAPTER 1 Introduction To The project
1.1.Introduction
1.2. Importance of the study.
1.3. Scope of the study.
1.4. Statement of the problem.
1.5.Objectives of the study.
1.6.Hypothesis.
1.7.Research Methodology.
1.8.Tools used for Data Collection.
1.9.Tools of Analysis.
1.10Limitation of the study.
CHAPTER 2 Review of Literature.
CHAPTER 3 Theoretical Framework.
CHAPTER 4 Analysis and Interpretation.
CHAPTER 5 Findings, Suggestion, Conclusion.
Chapter 6 Bibliography, Appendix.
 CHAPTER 1
INTRODUCTION

1
 INTRODUCTION
This study focuses on role of gender in influencing consumer attitude towards online
advertising. Consumer’s attitudes are about an individual’s personal perception, feeling,
behavior and belief towards online advertising. The purpose of this project report is to
study the factors that affect consumer’s attitude towards online advertising and their
influence on consumer’s informational responses

Attitude is defined overall evolution that expresses the extent of favour or disfavour
of an individual towards an object, issue or action and it tends to an ending emotional
feeling and attitude towards online advertising is the consumer’s point of view towards
online advertisement which can be favorable or unfavorable response towards a particular
online advertisement. This study is study about the role of gender in influencing
consumer attitude towards online advertising.
The main aim of the study is to identify the role of gender influence to the online
advertisements. It aims to analyse how much online advertisement is effective. The area
of the research is Valanchery and Thiruvegappura. These are the growing villages in
Malappuram.

IMPORTANCE OF THE STUDY

Internet Revolution has led to the emergence of an e-generation era where every aspect of
life is taken online. So it is the case with business where the internet has widened the
horizon of promotion through advertising. The paper attempted to fulfill the research gap
in the area of consumers towards online advertisements, the preference of contents,
attraction and formats of online advertisements and the impact of online advertisements
on consumers purchase decision. The place selected is Valanchery and Thiruvegappura.
These are growing places so here scope of IT is growing year by year. So the importance
of online advertising has wide scope. There is no specific research work based on this
topic are not conducted in this area.

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 SCOPE OF THE STUDY
Now a day’s Technology advancement has enabled internet penetration into a every part
of our lives and we are spending more time on internet. This creates high possibilities for
an internet user engage in online advertising. The research objective is to study the role of

gender in influencing consumer attitude towards online advertising. The overall research
consist of variables include credibility, informative and materialism.

STATEMENT OF PROBLEM

In this Study gender influences to consumer’s attitude towards online advertising consist
several research gaps. One of the research gap is lack of literature review of this research
topic. Online advertisement is not suitable for all the consumer. It changes due to their
surroundings. Online advertising is effective because it allows direct response that is
beneficial to both the consumer and the seller. The consumer can just click to learn more
about the product and even allow buying the product online. Online Advertising is the
best way to communicate to the customers. Online Advertising helps informs the
customers about the brands available in the market and the variety of products useful to
them. Online Advertising is for everybody including kids, young and old. It is done using
various media types, with different techniques and methods most suited. Most of the
customers are neglect the online advertisement due to lack of time, irritating ads, viewing
problems, consumer get distracted, too many options in the screen. So the customers have
a chance to avoid the advertisement. There is no any specific research done in that area.
So this study aims to identify consumer’s attitude and preference of various attributes of
online advertisement.

OBJECTIVES OF THE STUDY

 To identify the role of gender infants to online advertisement.

 To analyse consumers attitude towards internet advertisement
 To analyse how much online advertisement is effective on consumer.
 To study the influence of online advertisements in making a purchase decision.

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 HYPOTHESIS

 H0 =There is no significant relationship between gender and attractiveness of online

advertising
H1 = There is a significant relation between gender and attractiveness of online
advertising.
 H0 = There is no significant relation between gender and satisfaction towards
informative contents of online advertising.
H1 = There is a significant relation between gender and attractiveness of online
advertising.
 H0 = There is no significant relationship between gender and irritation while seeing
online advertisements.
H1 = There is a relationship between gender and irritation while seeing online
advertisements.
 H0 = There is no significant relation between gender and purchase decision.
H1 = There is a significant relation between gender and purchase decision.

REASEARCH METHODOLOGY

There are few types of methods used in this study to collect relevant data information.
The qualitative and descriptive research is being used for the study. The sole purpose of
this study is to investigate the role of gender in influencing consumer's attitude towards
online advertising.

Sample size

The targeted population for data collection is 100 persons from the selected areas.

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 TOOLS USED FOR DATACOLLECTION

A well structured questionnaire is used.

Secondary data collected from journals, magazines, internet..etc.

TOOLS OF ANALYSIS

Chi-square test

Descriptive statistics

Rank analysis

LIMITATIONS OF THE STUDY

Time and budget are major limitation.

Most of the people are not using the internet in daily life.

Most of the people neglects online advertisements.

There is no further work not have been done in this topic.

5
 CHAPTER 2
REVIEW OF LITERATURE

6
 REVIEW OF LITERATURE

Journal: Role of gender in influencing consumers attitude towards online advertising.

Author:MegnaVerma and Saranya R

The study concludes that the attitude of young population of both the gender was generally
possitive towardsonline advertisements. Chi-square test was applied to find if there is any
statistical association between gender and aid/assistance provided by online advertisement in
making the online/offline purchase decision by the respondent.31% of the respondents prefer
to see advertisement with animated content in it and seek information about the price of the
product in online advertisement.

Journal:Effectiveness of online advertising.

Author: G Anusha

The study Effectiveness of online advertising conducted by G Anushareveals that internet

advertising offers increased awareness of companies, an easy method to distribute
information, advanced method, an immediate and direct line to the customers and reduced
cost in performing these tasks. There are 30% of respondentsprefers to see online
advertisments in video format. Eventhough only a few respondents have experienced fraud,
almost all the respondents have the awareness about online advertising malpractices.

Journal:Effects of online advertising on consumers.

Author:GitanjaliKalia, Assistant Professor and Dr. Ashutosh Mishra, Dean, School of

Mass Communication, Chitkara University,Punjab

This study reveals that majority of people do opt for online advertising but prefer e-
commerce sites for buying as compared to web portals and company websites. 166 of their
respondents are attracted by the doscount offers in online advertising. Majority of
respondents who took survey responded that they agree or strongly agree to the statement that
websites contain more advertisements than content.However, various types of internet

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advertisements appear on the website but159 respondents preferred rectangle banner
advertisements as rank 1.

Journal: Effect of Online Advertising towards Online Attitude ofAdolescents in

Indonesia

Author:Erni Martini amdSri Widaningsi

As per the study conducted by Erni Martini amd Sri Widaningsih that online advertising
significantly affects online attitude of adolescent in Bandung, Indonesia. Advertising utility,
Indignity, and Price perception positively affects the online attitude of adolescent. Trust has
negative effect on the online attitude of adolescent, while regulation does not affect the online
attitude of adolescent in Indonesia.

Journal:Measuring the Effectiveness of Online Advertisement inRecalling a Product:

An Empirical Study

Author:D. S. Chaubey, L. S. Sharma&Mayank Pant

The important factors found were the usefulness of the product as majority of the respondent
recall the advertisement because of its necessity and usefulness. Prices of the product
displayed online also influence a lot of customer to recall the advertisement. Analysis
indicates that there was a close association between animated advertisement and Banner plain
text followed by Floating Advertisement Pop up Advertisement and Embedded video. It is
also significant to note that online advertisement is considered important to majority of the
respondents and majority of the respondents are of the opinion that they recall the product by
seeing the advertising of the product online.

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 CHAPTER 3
THEORITICAL FRAMEWORK

9
 THEORITICAL FRAME WORK

Definitions

“Any paid form of non-personal presentation and promotion of ideas, goods and services by
an identified sponsor”

Definitions Committee, American Marketing Association, 1948

This has been the most commonly used definition of advertising. It has managed to be
relevant even in the changing times. This definition uniquely points out what advertising is
and what it is not. It clarifies that advertising is an effort which is sponsored and paid and the
communication is to a mass of people and therefore it used mass media. So advertising here
is defined as a weapon to communicate to the masses.

“Advertising is a business activity, employing creative techniques to design persuasive

communication in mass media that promotes ideas, goods, and services in

a manner consistent with the achievement of the advertiser’s objective, the delivery of
consumer satisfaction and the development of social and economic welfare”

Dorothy Cohen, 1988

This definition serves as an extension to the definition given by the American Marketing
Association in 1948. It details the task of advertising from the marketer as well as the
consumer’s point of view. Thus advertising lias to help in the achievement of the goals and
also lead to consumer satisfaction through persuasive communication.

10
 HISTORY OF ONLINE ADVERTISEMENT

The roots of the advertising industry can be traced in United States of America. Advertising
as a discrete form is generally agreed to have begun with newspapers, in the seventeenth
century, which included line or classified advertising. Simple descriptions, plus prices, of
products served their purpose until the late nineteenth century, when technological advances
meant that illustrations could be added to advertising, and color was also an option, Till then
advertising was considered as a tool to inform public at large about the price lists and
products. Thomas Baratt known as the father of advertising was among the few leaders who
thought innovatively and created advertisements based on brand values and one such example
that comes across is the ad for “Pears" soap which used kids and used images to connote
simplicity, quality and purity. The term ’soap opera' as we know it came into being as soap
manufacturers sponsored domestic radio dramas in return for frequent plugs for their product.
But as markets developed and more brands were being introduced in the market, it was in the
nineteenth century that marketers realized that promotion and communication are the
essential elements to survival, sustenance and growth in the crowded market place. This gave
birth to advertising agencies functioning as institutions of creativity. Advertising became well
known during World War I as government started using ads for propaganda. Technological
development in the twentieth century served as a blessing for the advertising industry and
marketers started using mass media other than print i.e. cinema and radio for commercial
messages. President Calvin Coolidge pronounced a benediction on the business of advertising
in a 1926 speech: “Advertising ministers to the spiritual side of trade. It is a great power that
has been entrusted to your keeping which charges you with the high responsibility of
inspiring and ennobling the commercial world. It is all part of the greater work of
regeneration and redemption of mankind.

Growth In India

Online advertising is still in the embryonic stages in India, while in other parts of the world it
has already taken deep roots. The share of India's online advertising in world pie is almost
negligible. But developing countries like India; where Internet users are growing very
rapidly, it has huge potential. India's leading advertisers are starting to advertise online, but at
a very slow pace. Indian companies are also showing keen interest in promoting their
products or services online. Currently finance sector is most dominating sector in online
advertising and accounted about 40% of total online advertising in India. Some of the leading

11
companies from this sector are HDFC, Citibank, SBI, and UTI etc. FMCG goods have just
started to come in led by companies like Hindustan Lever, Procter and Gamble etc. India is
among the fastest growing economies of the world. Economic Survey of India has predicted
that Indian Gross Domestic Product (GDP) will grow at a rate of 6 % in the financial year
2013-14. The growth that has occurred in India since the adoption of Industrial Policy of
1991 coupled with the recent economic recession in the developed western countries has
made India one of the most sought after business destinations in the world. Also, a large
population with continuously increasing purchasing power has resulted in creation of a
stupendously huge and lucrative market. This augurs well for Indian Advertising Industry
which is now looking at harnessing the benefits of internet to augment its growth. Total
Online Advertising market of India was estimated at INR 785 crores for the financial year
2009-10 and is estimated to grow in the coming financial year. This amounts to a remarkable
increase of approximately 26 % over the previous financial year. Display advertisements
constitute a major portion of this revenue generation followed by text advertisements.
Display advertisements contributed about INR 417 crores, whereas text advertisements about
INR 368 crores, in the total revenues generated by the industry during the financial year
2009-10. Display advertisements are expected to post a growth of 30% in the financial year
2013-14 followed closely by text advertisements which are expected to grow at 26% during
the same period. Still the size of internet advertising industry in India is miniscule when
compared to developed western countries. Online advertising is among the most extensively
talked about topic in the world of advertising. In Developed countries, online advertising has
already become a big phenomenon and is attracting both the advertisers as well as the
consumers owing to its plethora of advantages over traditional forms of advertising. Rupert
Murdoch has famously said, “The Internet has been the most fundamental change during my
lifetime and for hundreds of years.” This statement coming from arguably the most influential
persons of our time epitomizes the importance in the world of communication and media.
Internet has changed the rules of the entire communication game. Online is the only place
where the world wants to be and advertisers are no exception [6]. The increasing predilection
of the advertisers towards is not because of a rat-race, but due to multifarious advantages it
provides over other forms of advertising. David Meerman Scott, Eminent Marketing Guru
and famous speaker once said, “You can buy attention (advertising). You can beg for
attention from the media (PR). You can bug people one at a time to get attention (sales). Or
you can earn attention by creating something interesting and valuable and then publishing it
online for free.” David Meerman Scott, Eminent Marketing Guru and famous speaker. The
12
claim about online advertising being completely free may be a little exaggerated;
nevertheless, the cost-effectiveness of online advertising cannot be challenged. Online
advertising methods are, arguably, leading to significant reductions in transactions costs
between merchants and consumers. The methods enable merchants to deliver information that
is targeted to those consumers who value the information the most and are most likely to act
on it. David Evans in his research paper “The Online Advertising Industry: Economics,
Evolution and Privacy” has mentioned that Online advertising accounts for almost 9 percent
of all advertising in the United States. Online advertising started in United States in 1994
when Hot Wired, a web magazine, sold a banner ad to AT&T and displayed it on their web
page. Origin of online advertising is a disputed topic amongst the scholars. Still, there is
considerable research going on the topic in the developed countries like United States, but in
India amount of research on advertising is exiguous. In India, there is little data available
regarding the genesis and development of online advertising and there is almost no research
being carried out regarding its future prospects at present. Although few industry specific
studies are there, but there is no authentic academic research available in the area in our
country. Even in the context of the world, research in the field of online advertising started as
late as towards the end of the twentieth century. Berthon, Pitt and Watson’s article on online
advertising published in the Journal of Advertising Research is considered to be the first
authentic research study in the field. In India, however, there is severe dearth of authentic
scholarly articles on the topic

There are various dimensions of Online Advertising that need to be explored and deliberated
upon by the researchers and industry experts before it can be catapulted into the high growth
orbit. Online advertising is already a booming industry in the developed countries with
companies like Google and Yahoo making billions out of it. However, in India there is still
scepticism about the utility of online advertising as a potent tool of Integrated Marketing
Communications capable of reaching the masses and more importantly, increasing revenues
and augmenting profits. John Wanamaker, who may be regarded as the first advertiser of the
world, has famously said during the later decades of the nineteenth century that, “Half the
money I spend on advertising is wasted. The trouble is, I don't know which half. ” Now in the
beginning of the twenty-first century, Greg Stuart, chief of Internet Advertising Bureau,
United States of America, estimates that ‘advertiser’s waste’- the advertising messages that
do not reach the targeted audiences or advertising messages received by none at all – is
around $112 million in America alone and $220 million in the world, amounting to half of

13
the total expenditure of the advertisers. This is the biggest drawback of traditional
advertising. Online advertising, which adopts a completely different model of advertising, is
in a position to minimize this humungous waste which costs advertisers very dearly.
Traditional advertising is directed towards theoretical audiences who may or may not be
receiving and responding to advertising messages as planned or perceived by the advertisers,
leading to wastage of exorbitant amounts of money and labor. Internet advertising can be
used effectively to minimize advertiser’s waste, reduce per capita cost of advertising, ensure
that the advertising messages reach to their target audiences and authentic feedback is
received. The opportunities in the field of online advertising are innumerable, but to reap the
benefits of online advertising, Indian companies and businesses need authentic data regarding
the behavior of the consumers, various latent attributes of online advertising, the manner in
which it impacts the prospective leads or turns casual bystanders into leads and the factors
impeding its growth are required. There is negligible research in the field of online
advertising in India. This research study will endeavor to provide authentic data regarding the
genesis and growth of online advertising in India and will aim to delineate various routes that
online advertisers may take to maximize their benefits on every rupee spend on advertising.
This will also pave way for further research in the field and provide a foundation on which
new edicts will be raised.

Types Of Online Advertisement

Banners : A web banner or banner ad is a form of advertising on the World Wide Web
delivered by an ad server. This form of online advertising entails embedding an
advertisement into a web page. It is intended to attract traffic to a website by linking to the
website of the advertiser

Pop-ups : Pop-up ads or pop-ups are forms of online advertising on the World Wide Web.
A pop-up is a graphical user interface (GUI) display area, usually a small window, that
suddenly appears ("pops up") in the foreground of the visual interface.

Floating Ads : A floating ad is a type of rich media Web advertisement that appears
uninitiated, superimposed over a user-requested page, and disappears or becomes unobtrusive
after a specific time period (typically 5-30 seconds).

Full Screen Ads : These are ads that take up the entire webpage ; these are usually displayed
when the user opens a website for the first time .

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Advergames : A video game which in some way contains an advertisement for a product,
service, or company. Some advergames are created by a company with the sole purpose of
promoting the company itself or one of its products, and the game may be distributed freely
as a marketing tool. Other times, an advergame can be a regular popular video game, which
may be sponsored by a company, and include advertisements within the game for the
sponsoring company; for example you might see a character drink a particular brand of soft
drink, or a race car might drive past a billboard advertising a certain snack food. Advergames
have become more popular with the rise of internet.

15
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

16
FIGURE 4.1

PERCENTAGE OF NUMBER OF RESPONDENTS

Number of respondents
Male Femle

50% 50%

17
TABLE AND FIGURE 4.2

AVERAGE SHOPPING OF DIFFERENT ATTRIBUTES

Average Shopping Of Different Attributes

OPTION MALE PERCENTAGE FEMALE PERCENTAGE
More than once a week 2 4% 6 12%
Once a week 4 8% 4 8%
2-3 times in a month 10 20% 4 8%
Once a month 12 24% 26 52%
Less than once a month 14 28% 0 0%
As little as possible 8 16% 10 20%
TOTAL 50 100% 50 100%

MALE FEMALE

52%

28%
24%
20% 20%
16%
12%
8% 8% 8%
4%
0%

More than Once a week 2-3 times ina Once a Less than As little as
once a week month month once a possible
month

INTERPRETATION

The above table shows that the respondents average shopping of different attributes. Its
shows that in the case of Male respondents 28% are shopping less than once a month, 24% of
them shopping once a month, 20,16,8,4% of them purchases 2-3times in a month, as little as
possible. In the case of Female respondents 52% are shopping once a month, 20% of them
shopping as little as possible,12,8,8% of them purchases more than once a week, once a week
and 2-3 times in a month respectively.

18
TABLE AND FIGURE 4.3

TIME SPEND ON THE INTERNET

TABLE SOWING THE TIME SPEND ON THE INTERNET

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Less than 1 Hours 6 12% 12 24%
1-3 Hours 12 24% 22 44%
3-6 Hours 18 36% 14 28%
More than 6 Hours 14 28% 2 4%
TOTAL 50 100% 50 100%

MALE FEMALE

44%

36%

28% 28%
24% 24%

12%

4%

Less than 1 Hours 1-3 Hours 3-6 Hours Morethan 6 Hours

INTERPRETATION

The above table shows that the respondents that time spent on internet. Its shows that in the
case of Male respondents 36% are using internet 3-6hours, 28% of them using internet in
more than 6 hours,24,12% of them using internet for 1-3hours, less than1 hours. In case of
female respondents 44% spent 1-3 hours in internet, 28% of them using 3-6 hours.

19
 TABLE AND FIGURE 4.4

PRIMARY MOTIVE TO USE INTERNET

PRIMARY MOTIVE ON USING INTERNET

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Research 6 12% 4 8%
Entertainment 12 24% 42 84%
Socialization 18 36% 2 4%
Shopping 14 28% 2 4%
Total 50 100% 50 100%

MALE FEMALE

84%

36%
28%
24%
12%
8%
4% 4%

Research Entertainment Socialisation Shopping

INTERPRETATION

The above table shows that the respondents that primary motive to using internet. Its shows
that in the case of Male respondents 36% are using for Socialisation, 28% for shopping,
24,12% of them using for entertainment and research..In case of Female respondents 84% of
using for Entertainment purpose, 8% of them using for research.

20
TABLE AND FIGURE 4.5

DEVICE USED TO ACCESS INTERNET

DEVICE USED TO ACCESS INTERNET

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Mobile phones 20 40% 26 52%
Desktop 10 20% 18 36%
Tablet 14 28% 4 8%
Other 6 12% 2 4%
TOTAL 50 100% 50 100%

MALE FEMALE

52%

40%
36%
28%
20%
12%
8%
4%

Mobile phones Desktop Tablet Other

INTERPRETATION

The above table shows that the respondents that device used to access internet. Its shows that
in the case of Male respondents 40% on mobile phones , 28% on tablets and 20,12% on
desktop and other devices. In case of Female respondents 52% on mobile phones, 36% on
desktops and 8,4% on tablets and other devices.

21
TABLE AND FIGURE 4.6

MOST LIKED ADVERTISEMENT

MOST LIKED ADVERTISMENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Newspaper 16 32% 4 8%
Magazines 8 16% 8 16%
Youtube 20 40% 18 36%
TV 6 12% 20 40%
TOTAL 50 100% 50 100%

45%
40%
35%
30%
25%
MALE
20%
FEMALE
15%
10%
5%
0%
Newspaper Magazines Youtube TV

INTERPRETATION

The above table shows that the most liked advertisement. It reveals that 40% of male
respondents are likes to the advertisements in he youtube, only 6% of them was liked the
Television advertisements. In the case of female respondents 40% of them liked the
advertisements in the Television, only 8% of them liked the newspaper advertisements.

22
TABLE AND FIGURE 4.7

RESPONSE TOWARDS ONLINE ADVERTISING

RESPONCE TO ONLINE ADVERTISMENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
View it briefly 12 24% 14 28%
View it with close Attention 8 16% 8 16%
Ignore it 12 24% 18 36%
Close it Immediately 18 36% 10 20%
TOTAL 50 100% 50 100%

40%
35%
30%
25%
20%
15% MALE
10% FEMALE
5%
0%
View it briefly View it with Ignore it Close it
close Immediately
Attention

INTERPRETATION

The above table shows that how the respondents reacts to the online advertisements. In the
case of male respondents 36% of them are close it immediately. Only 16% is view it with
close attention. In the case of female respondents 36% of them ignore these ads, only 16% are
view it with close attention.

23
TABLE AND FIGURE 4.8

TYPE OF ADVERTISEMENT INFLUENCED ON THE INTERNET

TYPE OF ADVERTISMENT INFLUENCED IN INTERNET

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Text Ad 10 20% 4 8%
Display Ad 14 28% 12 24%
Video Ad 12 24% 30 60%
None 14 28% 4 8%
TOTAL 50 100% 50 100%

MALE FEMALE 60%

28% 28%
24% 24%
20%
8% 8%

Text Ad Display Ad Video Ad None

INTERPRETATION

It found that 28% of the male respondents influenced by the video ads, and 24% of them
influenced by the Video ads, 20% of them were influenced by Text ads, the remaining 28%
opt the none option. In the case of female respondents 60% of them were influenced by the
Video ads, 24% of them influenced by the Display, 8% of them influenced by the Text ads.

24
TABLE AND FIGURE 4.9

MOST PREFERRED PRODUCT IN ONLINE ADVERTISEMENT

MOST PREFERRED PRODUCT IN ONLINE ADVERTISMENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
FMCG 6 12% 9 18%
Sports and Games 14 28% 5 10%
Music and Movies 4 8% 18 36%
Travel 12 24% 10 20%
Education 10 20% 6 12%
Others 4 8% 2 4%
TOTAL 50 100% 50 100%

MALE FEMALE

36%

28%
24%
20% 20%
18%

12% 12%
10%
8% 8%
4%

FMCG Sports and Music and Travel Education Others

Games Movies

INTERPRETATION

The above table shows that the type of product preferred in online ads. In the case of male
respondents 28% prefers the Sports and games type products. Only 8% of them was prefers
the music and movies. In the case of female respondents 36% were preferred the Music and
Movies, only 10% were opt the sports and games option.

25
TABLE AND FIGURE 4.10

ATTRACTIVE FACTORS IN ONLINE ADVERTISEMENT

ATTRACTIVE FACTORS IN ONLINE ADVERTISEMENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Audio 8 16% 4 8%
Video and Animations 18 36% 24 48%
Shows expert opinion 10 20% 12 24%
Humorous 14 28% 10 20%
TOTAL 50 100% 50 100%

MALE FEMALE
48%

36%
28%
24%
20% 20%
16%
8%

Audio Video and Shows expert Humorous

Animatioins opinion

INTERPRETATION

The above table shows the attractive factor in online advertisement. In the case of male
respondents 36% likes the Video and Animated contents in online advertisements, 28% likes
Humor contents, 20% opt expert’s opinion, and the remaining 16% likes the Audio contents
of online advertising. In the case of female respondents 48% were likes the Video and
Animated contents, 24% likes the experts opinion, 20% opt humorous content, and the
balance 8% opt the audio contents.

26
TABLE AND FIGURE 4.11

INFLUENCING CONTENT IN ONLINE ADVERTISEMENT

INFLUENCING CONTENT IN ONLINE ADVERTISEMENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Price of Product 6 12% 4 8%
Information on Sale 8 16% 6 12%
Free shipping 8 16% 2 4%
Special offers 20 40% 30 60%
Discount 8 16% 8 16%
TOTAL 50 100% 50 100%

MALE FEMALE
60%

40%

16% 16% 16% 16%

12% 12%
8%
4%

Price of Product Information on Free shipping Special offers Discount

Sale

INTERPRETATION

The table shows the influencing contents in online advertising. 40% of male respondents
influenced by the Special offers of online ads,16% opt the discount 16% opt Free shipping,
16% opt information on sale and only 12% of them were opt the price of the product. In the
case of female respondents 60% influenced by Special offers, 16% influenced by Discount,
12% opt information on sale and only 8% of them were opt the price of the product.

27
TABLE AND 4.12

CHI-SQUARE RESULT OF ATTRACTIVENESS

GENDER 1 2 3 4 5 Total
Male 14 10 10 6 10 50
Female 08 14 20 6 2 50
Total 22 24 30 12 12 100

O E O-E (O-E)2 (𝐎 − 𝐄)𝟐

𝐄
14 11 03 09 0.82
08 11 -03 09 0.82
10 12 -02 04 0.33
14 12 02 04 0.33
10 15 -05 25 1.67
20 15 05 25 1.67
06 06 0 0 0
06 06 0 0 0
10 06 04 16 2.67
02 06 -04 16 2.67
Total 10.98

𝟐
(𝐎 − 𝐄)
𝟐
𝝌 = = 𝟏𝟎. 𝟗𝟖
𝐄

Degree of freedom =(r-1) (c-1) = (5-1) (2-1) =4×1= 4

Level of significant = 5%

Table value = 9.488

INTERPRETATION

The calculated value is more than table value. Therefore the null hypothesis rejects it and
accepting the alternative hypothesis. So the study indicates that there is difference in the
attractive factor of online advertisement between the male and female.
28
TABLE AND FIGURE 4.13

RESPONSES TOWARDS ONLINE ADVERTISING IS ESSENTIAL

RESPONDS TOWARDS ONLINE ADVERTISING IS ESSENTIAL

ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Strongly Agree 14 28% 2 4%
Agree 11 22% 30 60%
Neutral 16 32% 12 24%
Disagree 5 10% 2 4%
Strongly Disagree 4 8% 4 8%
TOTAL 50 100% 50 100%

MALE FEMALE

60%

32%
28%
22% 24%

10% 8% 8%
4% 4%

Strongly Agree Agree Neutral Disagree Strongly

Disagree

INTERPRETATION

The above table shows response toward the online advertising is essential. 32% of the Male
have Neutral opinion, 28% strongly agrees to that, 22% agrees, 10,8% Disagree and Strongly
disagree respectively. In the case of Female respondents 60% Agrees,24% Neutral, 8%
Strongly disagree and 4% for Strongly agree and Disagree

29
TABLE AND FIGURE 4.14

RESPONSES TOWARDS ONLINE ADVERTISING HELPS TO KEEP UP TO

DATE INFORMATION ABOUT PRODUCT OR SERVICE

RESPOND TOWARDS ONLINE ADVERTISING HELPS TO KEEP UPTO

DATE INFORMATION ABOUT PRODUCT OR SERVICE
ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Strongly Agree 8 16% 10 20%
Agree 20 40% 24 48%
Neutral 6 12% 10 20%
Disagree 10 20% 4 8%
Strongly Disagree 6 12% 2 4%
TOTAL 50 100% 50 100%

MALE FEMALE

48%
40%

20% 20% 20%

16%
12% 12%
8%
4%

Strongly Agree Agree Neutral Disagree Strongly

Disagree

INTERPRETATION

The above table shows response toward the Online Advertising helps to keep up to date
information about product or services. In the case of Male 40% agrees,20% Disagree, 16%
Strongly Agree, 12% Neutral and Strongly Disagree. In the case of Female 48% Agree, 20%
Strongly Agree and Neutral, 8% of them Disagree and 4% of them Strongly Disagree.

30
TABLE AND FIGURE 4.15

RESPOND TOWARDS ONLINE ADVERTISING HELPS TO RAISE OUR

STANDARD OF LIVING.

RESPOND TOWARDS ONLINE ADVERTISING HELPS TO RAISE OUR

STANDARD OF LIVING
ITEM MALE PERCENTAGE FEMALE PERCENTAGE
Strongly Agree 8 16% 6 12%
Agree 6 12% 14 28%
Neutral 18 36% 28 56%
Disagree 10 20% 2 4%
Strongly Disagree 8 16% 0 0%
TOTAL 50 100% 50 100%

MALE FEMALE
56%

36%
28%
20%
16% 16%
12% 12%
4%
0%

Strongly Agree Agree Neutral Disagree Strongly

Disagree

INTERPRETATION

The above table shows response toward the Online Advertising helps to raise our standard of
living. In the case of Male 36% Neutral, 20% Disagree, 16% Strongly Agree and Strongly
Disagree and 12% Agree. In the case of Female 56% Neutral, 28% Agree, 12% Strongly
Agree, 4% Disagree.

31
TABLE AND FIGURE 4.16

RESPONDS TOWARDS SOMETIME ONLINE ADVERTISEMENTS ARE

EVEN MORE ENJOYABLE THAN OTHER MEDIA CONTENT

RESPONDS TOWARDS SOMETIME ONLINE ADVERTISMENTS ARE EVEN

MORE ENJOYABLE THAN OTHER MEDIA CONTENT

ITEM MALE PERCENTAGE FEMALE PERCENTAGE

Strongly Agree 8 16% 4 8%
Agree 8 16% 24 48%
Neutral 16 32% 18 36%
Disagree 8 16% 4 8%
Strongly Disagree 10 20% 0 0%
TOTAL 50 100% 50 100%

MALE FEMALE

48%

36%
32%

20%
16% 16% 16%
8% 8%
0%

Strongly Agree Agree Neutral Disagree Strongly

Disagree

INTERPRETATION

The above table shows response toward the sometimes Online Advertisement is even more
enjoyable than other media content. In the case of Male respondents 32% have the Neutral
opinion, 20% have Strongly Disagree, 16% are equally to Strongly Disagree, Agree,
Disagree. In the case of Female 48% Agree, 36% Neutral, 8% Strongly Agree and Disagree.

32
TABLE AND FIGURE 4.17

RESPOND TOWARD ONLINE ADVERTISING PROMOTES

COMPETITION WHICH BENEFITS THE CONSUMER.

RESPOND TOWARD ONLINE ADVERTISING PROMOTES COMPETITION

WHICH BENEFITS THE CONSUMER
ITEM MALE MALE FEMALE FEMALE
Strongly Agree 8 16% 2 4%
Agree 14 28% 22 44%
Neutral 10 20% 20 40%
Disagree 6 12% 6 12%
Strongly
Disagree 12 24% 0 0%
TOTAL 50 100% 50 100%

MALE FEMALE

44%
40%

28%
24%
20%
16%
12% 12%
4%
0%

Strongly Agree Agree Neutral Disagree Strongly

Disagree

INTERPRETATION

The above table shows response toward the Online Advertising promotes competition wich
benefits the consumer. In the case of Male respondents 28% Agree, 24% Strongly Disagree,
20% Neutral, 16% Strongly Agree and 12% Disagree. In the case of Female 44% Agree, 40%
Neutral, 12% Disagree and 4% Strongly Agree.

33
TABLE AND FIGURE 4.18

CHI-SQUARE RESULT OF INFORMATIVE CONTESTS OF ONLINE

ADVERTISING

Gender 1 2 3 4 5 Total
Male 08 14 10 04 14 50
Female 12 18 18 02 0 50
Total 20 32 28 06 14 100

O E O-E (O-E)2 (𝐎 − 𝐄)𝟐

𝐄
08 10 -02 04 0.4
12 10 02 04 0.4
14 16 -02 04 0.25
18 16 02 04 0.25
10 14 -04 16 1.14
18 14 04 16 1.14
04 03 01 01 0.33
02 03 -01 01 0.33
14 07 07 49 7
0 07 -07 49 7
Total 18.24

𝟐
(𝐎 − 𝐄)
𝝌𝟐 = = 𝟏𝟖. 𝟐𝟒
𝐄

Degree of freedom =(r-1) (c-1) = (5-1) (2-1) =4×1= 4

Level of significant = 5%

Table value = 9.488

INTERPRETATION

The calculated value is more than table value. Therefore the null hypothesis rejects it and
accepting the alternative hypothesis. So the study indicates that the male and female have
different opinion about informative contents of online advertisement.

34
TABLE AND FIGURE 4.19

CHI-SQUARE RESULT OF IRRITATION WHILE SEEING ONLINE

ADVERTISING

Gender 1 2 3 4 5 Total
Male 16 02 18 06 04 50
Female 02 06 38 02 02 50
Total 18 12 56 08 06 100

O E O-E (O-E)2 (𝐎 − 𝐄)𝟐

𝐄
16 09 07 49 5.44
02 09 -07 49 5.44
06 06 0 0 0
06 06 0 0 0
18 28 -10 100 3.57
38 28 10 100 3.57
06 04 02 04 1
02 04 -02 04 1
04 03 01 1 0.33
02 03 -01 1 0.33
Total 20.68

𝟐
(𝐎 − 𝐄)
𝝌𝟐 = = 𝟐𝟎. 𝟔𝟖
𝐄

Degree of freedom =(r-1) (c-1) = (5-1) (2-1) =4×1= 4

Level of significant = 5%

Table value = 9.488

INTERPRETATION

The calculated value is more than table value. Therefore the null hypothesis rejects it and
accepting the alternative hypothesis. So the study indicates that the male and female have
different opinion about feeling irritation while seeing online advertisements.

35
TABLE AND FIGURE 4.20

CHI-SQUARE RESULT FOR ONLINE ADVERTISING HELPS IN

PURCHASE DECISION.

Gender 1 2 3 4 5 Total
Male 12 04 14 10 10 50
Female 04 08 32 04 02 50
Total 16 12 46 14 12 100

O E O-E (O-E)2 (𝐎 − 𝐄)𝟐

𝐄
12 08 04 16 2
04 08 -04 16 2
04 06 -02 04 0.67
08 06 02 04 0.67
14 23 -09 81 3.52
32 23 09 81 3.52
10 07 03 09 1.28
04 07 -03 09 1.28
10 06 04 16 2.67
02 06 -04 16 2.67
Total 20.28

𝟐
(𝐎 − 𝐄)
𝝌𝟐 = = 𝟐𝟎. 𝟐𝟖
𝐄

Degree of freedom =(r-1) (c-1) = (5-1) (2-1) =4×1= 4

Level of significant = 5%

Table value = 9.488

INTERPRETATION

The calculated value is more than table value. Therefore the null hypothesis rejects it and
accepting the alternative hypothesis. So the study indicates that the male and female have
different opinion about online advertisements helps in purchase decision.

36
 TABLE AND FIGURE 4.21

TABLE SHOWING RANKING OF DIFFERENT ONLINE ADVERTISMENT

MALE
RANKS
ITEM WEIGHTED MEAN SQUARE RANKS
1 2 3 4 5 6 7
Pop up Ad 6 4 10 8 6 4 12 6.64 5
Banner Ad 4 0 8 20 8 8 2 6.78 4
Animated Ad 2 24 2 0 10 6 6 7.71 3
Video Ad 32 4 4 6 0 2 2 10.64 1
Floating Ad 2 2 8 8 14 8 8 5.86 6
Full screen Ad 4 10 14 4 4 10 4 7.86 2
Advergames 0 6 4 4 8 12 16 4.86 7

INTERPRETATION

As from the above table results of different online Advertisement, majority of the Male
respondents First ranked for Video Ads, the Second rank given to Full screen Ads and the
Third Fourth, Fifth, Sixth and Seventh rank given for Animated Ads, Banner Ads, Pop up Ad,
Floating Ad and Advergames respectively.

37
 FEMALE
RANKS
ITEM WEIGHTED MEAN SQUARE RANKS
1 2 3 4 5 6 7
Pop up Ad 8 14 6 0 10 4 8 7.1 4
Banner Ad 8 10 8 4 4 14 2 7.64 5
Animated Ad 6 8 14 12 6 2 2 8.29 2
Video Ad 18 2 4 18 0 6 2 8.71 1
Floating Ad 0 2 8 8 24 2 6 5.92 6
Full screen Ad 8 12 8 2 2 18 0 7.79 3
Advergames 2 2 2 6 4 4 30 3.92 7

INTERPRETATION

As from the above table results of different online Advertisement, majority of the Female
respondents First ranked for Video Ad, Second rank given to Animated Ad and the Third
Fourth, Fifth, Sixth and Seventh rank given for Full screen Ad, Pop up Ad, Banner Ad, Floating
Ad and Advergames.

38
 CHAPTER 5
FINDINGS, SUGGESTION AND CONCLUSION

39
 FINDINGS

 The study reveals that the gender has the role in the consumer’s attitude towards
online advertising.
 Male respondents are spending more time on the internet.
 Majority of male respondents used the internet to socialization. Majority of female
respondents used for entertainment purpose.
 Majority of the both respondents using the Mobile phones to access internet.
 The most liked advertising format in the case of male is Youtube advertising. Only
few of them opt TV. But in the case of female respondents most of them wish to see
advertisements on TV. Only few percentage of them opt Newspaper advertising.
 Majority of respondents trying to avoid online ads. Only few of them were watching it
with close attention.
 In the case of male respondents most of them influenced by Display ads. In the case
of female respondents most of them influenced by Video ads.
 The most of the male respondents prefers the Sports and Games type products. But in
the case of female respondents majority of them wish to see Music and movies
advertisements.
 The most attracting factor in online advertising is Video and Animation.
 The majority of respondents influenced by the Special offers in online ads. Only few
of them consider the price of the product.
 The Chi-square result of attractiveness shows that there is a difference found in the
attractiveness of online advertising to different genders.
 Majority of the male respondents have neutral opinion towards online advertising is
essential. In the case of female respondents most of them agrees to that.
 Female respondents agree that online advertising is more enjoyable than other media
contents. But male respondents have neutral opinion.
 The Chi-square result of informative contents in online advertising shows that the
opinion of male and female have no relation to the online advertising is more
informative, irritating and it helps in purchase decision.
 The rank analysis reveals that most preferred online advertisement format is Video
advertisements.

40
 SUGGESTION

 Moreover, since using Traditional survey method will limit the coverage of different
demographic people and increase the cost, hence the future researcher is strongly of
this research are internet user .This may enhance the overall effectiveness of the
research result in a less costly method
 Further more, this research consists of different education levels of respondents.
Researchers may obtain different perspective from different education level of
respondents towards online advertising. As less educated respondents more likely to
answer the questionnaire without depth understanding compare with the high
educated respondents. As a result, in future research studies, a short brief and clear
explanation should be given for the less educated respondent before the respondents
answer the questionnaire.
 To avoid interference in work, Advertisements should be designed to meet the
preferences of target customers or target audience.

41
 CONCLUSION

The project work entitled “ROLE OF GENDER IN INFLUENCING

CONSUMERS ATTITUDE TOWARDS ONLINE ADVERTISING” was undertaken
with a view to study the effects of online advertising in the youngsters. The result obtained
from this study have shown that 30 respondents.

The study titled Effectiveness of online advertising' reveals that the most effective
media of advertising is online advertising. Internet advertising offers increased awareness of
companies, an easy method to distribute information, advanced methods of targeting
consumers, an immediate and direct line to the customers, and reduced costs in performing
these tasks. The study concludes that gender has a role in the consumer’s attitude towards
online advertisements. The statistics clearly indicate that the attitude of the both the genders
were generally positive towards online advertisements. They prefer to see advertisement with
video content in it. Majority of the customers prefers that special offers seen in the online
advertisements.

42
 BIBLIOGRAPHY

 Role of gender in influencing consumers auitude towards online advertising.

Author Megnaverma and Saranya R

 Journal Effectiveness of online advertising.Author GAnusha

 Journal Effects of online advertising on consumers.

Author:Gitanjalikalia.Assistant Professor and Dr. Ashutosh Mishra, Dean, School of
Mass Communication, ChitkaraUniversity,Punjab

 Journal Effect of Online Advertising towards Online Attitude ofAdolescents in

Indonesia.Author Erni Martini amdsriWidaningsi

 Journal Measuring the Effectiveness ofOnline Advertisement inRecalling a Product

An Empirical Study.AuthorD S Chaubey, L S Sharma&Mayank Pant

WEBSITES:-

 www.Shodhganga inflibnet.Com

 www.Science direct.Com

 www.brown daily herald .Com

 www.Yelemokrat.blogspot.Com

 www.adskills.com

43
 APPENDIX

Dear sir/madam,

We are the MBA students of HINDUSTHAN COLLEGE OF ENGINEERING

AND TECHNOLOGY, and we are doing a study in “ROLE OF GENDER IN INFLUE
NCING CONSUMERS ATTITUDE TOWARDS ONLINE ADVERTISEMENT”

So, we request you to give us your valuable feedback and suggestions

based on this questionnaire. we assure you that the information will be kept confidential and
used for academic purpose only.

Name of Respondent:

Phone Number/Email:

Age :a) Below 18 years b) Between 18-24years c) Between 25-34years

d) Between 45-54 years e) Above 54 years

Marital Status : Married Un Married

Gender : Male Female

Place :

Educational qualification: a) Under Graduate b) Graduate

c) Post Graduate d) Professional Degree holder

Occupation : a) Business d) Student

b) Agriculture e) Others

c) Salaried person

Monthly Income : a) Below 10000 d) Between 51000-100000

b) Between 10000-20000 e) Above 100000

c) Between 21000-50000

1. How often you so shopping on average do (include offline and online shopping but
exclude food items)?

44
 a)More than once a week d) Once a month
b) Once a week e) Less than once a month
c) 2-3 times in a month f) As little as possible
2. How much time you spent on online?
a) Less than 1 hour c) 3-6 hours

b) 1-3 hours d) More than six hours

3. What is your area of using internet?
a) Research c) Socialisation

b) Entertainment d) Shopping

4. If you are using internet which device are you like to use?
a) Mobile phones c) Tablet

b)Desktop d) other

5. Which kind of advertising you like most?

a) Newspaper c) YouTube

b) Magazines d) TV

6. How do you respond to online advertisements?

a) View it briefly c) ignore it

b) View it with close attention d) Close it immediately

7. If you are using internet which type advertising influence you?

a) Text Ad c) Video Ad

b)Display Ad d) None

8. Which online site do you prefer?

a) Flipkart d) Snapdeel

b) Myntra e) OLX

c) Amazon f) Others

9. Which type of product’s online ads you prefer?

a) FMCG d) Travel

45
 b) Spots and Games e) Education

c) Music and Movies f) Others

10. Which factor in online advertisement attracts you?

a) Audio c) Shows experts opinion

b) Video and Animations d) Humorous

11. Which content in online advertisement influencing you?

a) Price of the product d) Special offers

b) Information on sale e) Discount

c) Free shipping

(Respondents are required to mark any one response in the boxes provided)

Statement Strongly Agree Neutral Disagree Strongly

Agrees Disagree

12. Online advertising is a.

essential
13. Online advertising
helps to keep up-to-
date about
products/services
available in market
14. Online advertising
helps to raise our
standard of living.
15. Sometimes online
advertisements are
even more enjoyable
than other media
content.
16. In general, online a. b. c. d. e.
advertising promotes
competition which
benefits the consumer.

17. Online advertisement a. b. c. d. e.

makes people live in a
world of fantasy.

46
18. How do you feel about the attractiveness of online advertising?

a) Strongly attractive b) Attractive c) Nuetral

d) Strongly Distractive e) Distractive

19. Are you satisfied with informative content of Online Advertisements?

a) Not at all satisfied b) Slightly Satisfied c) Moderately Satisfied

d) Very Satisfied e) Extremely Satisfied

20. Do you think that online advertising help in your purchase decision?

a) Never b) Rarely c) Sometimes d) Often e) Always

21. There are some kinds of online advertisements are given. Rank these in order to your
preference.
a) Pop up ads

b) Banner ads

c) Animated ads

d) Video ads

e) Floating ads

f) Full screen ads

g) Advergames

47