Impact of television advertising on buying behavior of youth: Survey of beauty products advertisements
As part of my MS degree till 2nd semester I wasn’t sure that I will do research work as I always worked in practical fields of newspaper, television and radio but currently I am a lecturer in university in Islamabad that made me thought to do a research work to progress and have knowledge of this area too along with practical knowledge.
I was very confused in selecting a topic in start but later I thought that I should choose a topic from that area I am teaching from past so many years. I have been teaching advertising subject from last one decade to both graduate and post graduate students.
I have selected "Impact of television advertising on buying behavior of youth: survey of beauty products advertisements."
Research on this topic which could possibly help advertisers in making strategies for beauty products clients those want to broadcast their advertisements for youth (male and female) on Pakistani television channels and also youth to get the required information related to beauty products from television advertising.
Initially I wanted to research on the comparison of two different mediums "Static vs. dynamic media or billboard vs. television advertising and my product was smart phone because many young female and male uses smart phone now days.
I discussed my interest with Dr Moazzam who was guiding us in writing a thesis proposal, he suggested me to choose a single medium and change the product category too. This was also discussed in a proposal defense and whole panel agreed that I should work on a single medium to get better conclusion and results. In advance media production class I learnt about advertising and discussed with my professor Dr. Wajid Zulqarnain that I want to work on this area and asked him to supervise me and he was kind enough and agreed to supervise me in my work.
I have chosen this topic due to a study gap in this field related to male buying behavior towards beauty products as most of the researches are done on buying behavior of females towards beauty products. I wanted to study this gap because there are many beauty products available in markets for the males.
I have started my work as a learner to research as you start driving car with the help of a trainer, I would say that my research methodology teacher and mentor sir Dr. Asad guided me a lot during my research specially designed a methodology of my research.
During my research work I have faced several problems like finding a current and relevant literature and also at the stage of questionnaire development as my study is quantitative and mythology was survey of youth age ranges between 15-29.
Questionnaire arrangement took maximum time in my research and thanks to my supervisor Dr. Wajid Zulqarnain that helped me in arranging and finalizing the questionnaire and after that I have collected the required data from university students by applying convenience sampling.
After collecting my data the result was not according to my assumptions and hypothesis because there are more factors like role of social media and other mediums effects buying behavior of youth towards beauty products.
My study will help the advertisers towards adopting modern techniques and strategies for television advertising like product placement etc to convince the youth towards buying the beauty products. advertisers also need to have more focused towards social media marketing as youth is inclined and influenced by the social activities and events on social media.
At start I had no idea where it would take me as my thoughts and assumptions were different and also had no experience of research and I still think I need to learn it more efficiently . After months of hard work and pain and under the supervision of Dr Wajid, I can say that it taught me about how to properly conduct research and develop questionnaire.
At the end I want to thanks my proposal supervisor Dr Moazzam Naseer who is readily available for students for any kind of guidance and help and also Director RIMS Rehan Hasan, who helped me to make my research experience possible and very kind enough to listen students regarding their issues and problems during the tenure of this MS degree.
