Attitude towards advertising from the perspectives of two (2) generational cohorts

The focus of this study is to determine the attitudes towards advertising from the perspective of two (2) generational cohorts. The study intend to analyze the belief affecting consumer' attitude towards advertising of the product by looking into factors such as product information, social role...

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Main Author:	Lim, Wui Kit
Format:	Thesis
Language:	English
Published:	2013
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/10372/3/Lim%20Wui%20Kit.pdf
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id	my-unimas-ir.10372
record_format	uketd_dc
spelling	my-unimas-ir.103722023-03-01T09:26:37Z Attitude towards advertising from the perspectives of two (2) generational cohorts 2013 Lim, Wui Kit H Social Sciences (General) The focus of this study is to determine the attitudes towards advertising from the perspective of two (2) generational cohorts. The study intend to analyze the belief affecting consumer' attitude towards advertising of the product by looking into factors such as product information, social role and image, falsity no sense, corrupt value and materialisrV Survey questionnaire is utilized as the instrument for data collection. The design of this study is in the form of cross-sectional quantitative research suitable for attitude towards advertising and marketing research. Respondents who under to this prospective-pursuer (21-34) group and social-striver (35-50) group located in Sarawak were selected to participate in this study which involved a total of 404 respondents. T-test is use to test the different belief between prospective-pursuers and social-strivers about advertising of beliefs. Regression is used to determine the effect of independent variables with dependent variable for each cohort. This study found out there is a significant difference between prospective-pursuer and social-striver about advertising of beliefs (product information, falsity no sense; corrupt value and materialism). Product information and social role and image had found that significant effect on attitude towards advertising to both generational cohorts. The interesting of the finding in this study about the corrupt value is also significant effect to attitude towards advertising to social-striver. The findings also suggested few recommendations for marketers and businesses to plan for their strategies to target the segment in Sarawak. Universiti Malaysia Sarawak, (UNIMAS) 2013 Thesis http://ir.unimas.my/id/eprint/10372/ http://ir.unimas.my/id/eprint/10372/3/Lim%20Wui%20Kit.pdf text en validuser masters Universiti Malaysia Sarawak Faculty of Economics and Business.
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Lim, Wui Kit Attitude towards advertising from the perspectives of two (2) generational cohorts
description	The focus of this study is to determine the attitudes towards advertising from the perspective of two (2) generational cohorts. The study intend to analyze the belief affecting consumer' attitude towards advertising of the product by looking into factors such as product information, social role and image, falsity no sense, corrupt value and materialisrV Survey questionnaire is utilized as the instrument for data collection. The design of this study is in the form of cross-sectional quantitative research suitable for attitude towards advertising and marketing research. Respondents who under to this prospective-pursuer (21-34) group and social-striver (35-50) group located in Sarawak were selected to participate in this study which involved a total of 404 respondents. T-test is use to test the different belief between prospective-pursuers and social-strivers about advertising of beliefs. Regression is used to determine the effect of independent variables with dependent variable for each cohort. This study found out there is a significant difference between prospective-pursuer and social-striver about advertising of beliefs (product information, falsity no sense; corrupt value and materialism). Product information and social role and image had found that significant effect on attitude towards advertising to both generational cohorts. The interesting of the finding in this study about the corrupt value is also significant effect to attitude towards advertising to social-striver. The findings also suggested few recommendations for marketers and businesses to plan for their strategies to target the segment in Sarawak.
format	Thesis
qualification_level	Master's degree
author	Lim, Wui Kit
author_facet	Lim, Wui Kit
author_sort	Lim, Wui Kit
title	Attitude towards advertising from the perspectives of two (2) generational cohorts
title_short	Attitude towards advertising from the perspectives of two (2) generational cohorts
title_full	Attitude towards advertising from the perspectives of two (2) generational cohorts
title_fullStr	Attitude towards advertising from the perspectives of two (2) generational cohorts
title_full_unstemmed	Attitude towards advertising from the perspectives of two (2) generational cohorts
title_sort	attitude towards advertising from the perspectives of two (2) generational cohorts
granting_institution	Universiti Malaysia Sarawak
granting_department	Faculty of Economics and Business.
publishDate	2013
url	http://ir.unimas.my/id/eprint/10372/3/Lim%20Wui%20Kit.pdf
_version_	1783728064764575744

Attitude towards advertising from the perspectives of two (2) generational cohorts

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