Sample 7 3G

BACKGROUND
3G service is the emerging sector of mobile phone operator in Bangladesh and it is most recent service.
People have huge curiosity about this and they want be familiar with the service. As TVC is one of the
best ways to reach the target customer of any product so we have chosen TVC on 3G. Every
telecommunication company has its own USP in terms of 3G advertisement to grab the attention of the
consumers so that they can capitalize the consumer preferences. They try to connect the advertisement
with the lifestyle of Bangladeshi people. Through our research we will try to discover the impact of 3G
advertisement of telecommunication industrys players towards consumer preference to pick their desired
operator. The major portion of target customers is young people and they are eager to know about 3G as it
is
new
in
the
country
so
they
watch
TVC.
The reason behind choosing TVC on 3G service:
TVC
Watching TV is one of the main activities.
More effective than other media.
Able to grab peoples attention.
3G Service
Emerging sector.
Raising curiosity.
Technologically Advancement.
Watching TV is one of the main activities: In modern world, TV is one of the main sources of
entertainment. Watching television is an experience shared by the vast majority of children and adults. It
is convenient, inexpensive, available, and attractive. Now-a-days, watching TV is one of the main
activities. We watch TV not just for entertainment also for learning. We watch the TV advertisements for
gaining the information of our desire products.
More effective than other media: Television advertising is a prominent source to reach the masses for an
advertiser. Local television stations reach out beyond the normal circulation area that most newspapers
reach. Television is more effective than other media. Advertising on a television station generally reaches
a broad audience. Consumers are more likely to tell the advertiser they saw the ad on TV. This is a strong
factor in the power of selling television advertising.
Able to grab peoples attention: TV is now everywhere. It continues to colonies every screen in sight.
TV advertising is more effective than media to grab the consumers mind.
Emerging sector of 3G sectors: From the perspective
of 3G market share, the market share of GP is 27%
where Robi has 27%, Airtel has 11%, Banglalink has
14%, and Teletalk has 21%. Only 4% of the total
mobile phone users have started enjoying third
generation mobile broadband data services.
(According to DHAKA TRIBUNE, published on: 2014- august- 18, time- 03:41, webpage:
http://www.dhakatribune.com/technology/2014/aug/18/only-4-total-users-enjoy-3g).
Raising curiosity: As hype have been created over the 3G/4G, consumers are now eagerly awaiting to
explore the world through the next generation technologies, thus it is expected in a bid to take full
advantage of curiosity of consumers
Technological Advancement: It is the improvement of science and technology that has made our life
easier, given us immense opportunity to access to anyone we desire. Mobile phone, a wonderful invention
of modern science, was first introduced in Bangladesh in the middle of 1990s. At that time only the rich
people were blessed with that fascinating machine of communication. Now-a-days mobile phone has
become a part & parcel of our everyday life and it is quite affordable to the poor people as well.
Technology behind mobile phone has been changed several times and its an ongoing process. So far
mobile phones have experienced 1G, 2G, 2.5, 3G and in some developed countries 4G technology. As 4G
is yet to get a vast coverage, 3G is one of the most talked technologies in the present scientific world. One
gorgeous feature of 3G Technology is video conference application. 3G not only ensures high speed
internet but also allows the mobile phone carrier to set up call in less time & ensures less call drop.
However, with the capability for high-speed wireless data transfer, 3G has enhanced or made possible a
myriad of additional applications such as mobile video, secure mobile, location-based services, and audio
on demand.
So in a word TVC is of the best ways to reach the customer and as this service is new so through TVC
people will able to know more. The core intentions of all advertisements of the telecom operators in 3G
service ad are to promote belongingness.
LITERATURE REVIEW
Consumer preference is a marketing term meaning a consumer likes one thing over another. For
instance, a trend may indicate consumers prefer using debit cards over credit cards to pay for goods
(Cambridge Dictionary). Companies rely on surveys, information and data in order to customize
products and services based upon consumer preferences. The underlying foundation of demand, therefore,
is a model of how consumers behave. There is no doubt that behavior depend upon culture, education, and
individual tastes and so on. Advertising is one of the effective tools of integrated marketing
communication to emotionally motive consumers to buy products. It also has strong linkage with
entertainment and the proliferation of media has blurred the distinguishing lines between advertisements
and entertainments (Moore, 2004).
Credibility:
Advertising credibility is consumers perception of the truthfulness and believability of advertising in

general (Pavlou and Stewart 2000; Chowdhury, Parvin, Weitenberner & Becker, 2006). Credibility of an
advertisement is influenced by different factors, especially by the companys credibility and the bearer of
the message (Goldsmith et al. 2000; Chowdhury, Parvin, Weitenberner & Becker, 2006). We expect that
the credibility of message transferred to Television Commercial of 3G service of telecommunication
industry that can influence the attitude towards the advertising and effectiveness.
Truthfulness:
In terms of advertising industry, MacKenzie and Lutz (1989) identify advertising credibility as
consumers general perception towards the truthfulness. Truthfulness is another factor that has influence
over the attitude and perception of customer about the 3G service`s TVC.
Reliability:
Reliability is the probability that a plant or component will not fail to perform within specified limits in a
given time while working in a stated environment. Reliability becomes more important to consumers as
downtime and maintenance become more expensive. (Sahadat Hossain & Farhana Islam, 2013). And it is
most important variable to interpret the attitude towards the TVC of 3G service of telecommunication.
Believability:
In the context of advertising industry, MacKenzie and Lutz (1989) identify advertising credibility as
consumers general perception towards the believability of an advertisement. Its positive impact can
enrich the effectiveness of the advertising tool TVC of 3G service.
Trustworthiness:
Trustworthiness is a factor that cans positive change the preference that leads the perception and results
effective attitude towards the TVC advertisement of 3G. In the context of advertising industry,
MacKenzie and Lutz (1989) identify advertising credibility as consumers general perception towards the
trustworthiness of an advertisement.
Irritation:
Advertisements have a great influence on peoples attitude toward advertising (Shavitt et al. 1998). When
advertising employs techniques that annoy, offend, insult, or are overly manipulative, consumers are
likely to perceive it as unwanted and irritating influence (Ducoffe, 1996). TVC advertising can provide an
array of information that confuses and distracts the recipient as well as overwhelms the consumer with
information. So, as it can serve, it can also make irritation about the 3G service of telecommunication
industry.
Annoy:
Its an activity result state in which someone make angry to others (Cambridge University Press). TVC
advertising sometimes result this state when it`s excessively use frequently. Minimize this negative factor
is essential to make effective the TVC of 3G service.
Offend:
Offend means to make someone upset or angry (Cambridge University Press). TVC advertising of 3G
service may influence negatively. If that is true the way of minimize it and the level of tolerance will be
focused.
Manipulation:
Manipulation is the skillful handling, controlling or using of something or someone. Sometimes,
advertising in form of TVC have the power to manipulate the preference and attitude toward 3G service.
Information:
The quality of the information placed on a companys web site has a direct influence on the customers
perceptions of the company and the companys products (Kaasinen 2003; Siau and Shen 2003).
Informativeness of the advertising information is strongly related to the attitude toward the advertising
when it is transferred via traditional media (Ducoffe 1995). The information that a TVC of 3G service
consists make the advertisement meaning and memorable.
Relevance:
Relevance is the concept of one topic being connected to another topic in a way that makes it useful to
consider the first topic when considering the second. The concept of relevance is studied in many
different fields, including cognitive sciences, logic, and library and information science. Relevance has
proved an important but elusive concept. It is important because the solution of any problem requires the
prior identification of the relevant elements from which a solution can be constructed (Wikipedia). The
consumer expects the relevancy between the TVC and the product and the link of their influence over the
advertising of 3G service.
Timeliness:
The definition of timeliness is at an appropriate or opportune moment in time. That means placement of
the TVC of 3G service in media that can successfully grab the attention of consumers.
Usefulness:
Usefulness means the quality of having utility and especially practical worth or applicability (merriamwebster). The message transfer from the TVC to the source of information that consumers can use and
that TVC about the 3G service of telecommunication industry.
Hedonic:
Bauer and Greysers (1968) research stipulates that hedonic/pleasure is one of the experiences of
advertisements, and the advertisement can touch on consumers sentiment as well as nice to look at.
Advertisement can be considered as a source of pleasure and entertainment (Alwitt and Prabhaker 1992;
Pollay and Mittal 1993). Bauer and Greyser (1968) also argue that consumers responses to the
advertisements are provisioned by their hedonic value. Consumers like and prefer to see advertisements
that have more entertainment and pleasurable elements, the more the pleasure the better it is (Alwitt and
Prabhaker 1992; Pollay and Mittal, 1993). Abd Aziz, Mohd Yasin, and Syed A. Kadir (2008) state that
advertisement can be enjoyable and entertaining in attracting and maintaining attention given to
customers needs and wants. So the increasing growth of 3G has impact on the TVC of it.
Entertaining:
Entertaining is a form of activity that holds the attention and interest of an audience, or gives pleasure and
delight. It can be an idea or a task, but is more likely to be one of the activities or events that have
developed over thousands of years specifically for the purpose of keeping an audience's attention
(Wikipedia). TVC, the advertising tool not only play the role of information provider but also a media of
entertainment. As the way of the presentation of 3G service TVC do the same buzz.
Favorable attitude:
Favorable attitude is defined as a person's positive assessment of a behavior or related construct (such as a
specific product or source of service). The assessment is expressed by statements from the audience that
relate the behavior with a positive or negative value held by the audience (Alibaba.com). TVC can
influence the consumer in a positive way that make it effective and achieve the goal of make or use this
advertising tool. That also happens in the case of 3G service.
Demographic profile:
Demographic is the study of human populations in terms of size, density, location, age, gender, race,
occupation, and other statistics. The demographic environment is of major in-terest to marketers because
it involves people, and people make up markets (Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri,
Ehsan ul Haque, 2000). This can influence the consumer preference and perception about the TVC of 3G
service in telecommunication industry.
Psychographic profile:
Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. When a
relatively complete profile of a person or group's psychographic make-up is constructed, this is called a
"psychographic profile". Psychographic profiles are used in market segmentation as well as in
advertising. It is most important in TVC advertising because a societys lifestyle reflect in psychographic
profile that influences the attitude of them.
Graphical Model:
To make this research approach more specific the following graphical model is offered -
Truthfulness
Reliability
H1
Believability
H7
Perception
Credibility
Trustworthiness
Annoy
H2
Offend
H8
Effectiveness
Irritation
Manipulation
H3
Relevance
Information
Timeliness
H4
Usefulness
Hedonic/Pleas
ure
Entertaining
Enjoyable
H5
Demographic Profile
H6
Psychographic Profile
Attitude
towards
Advertiseme
nt
RESEARCH QUESTION AND HYPOTHESIS
RQ1: Does the credibility in TVC of 3G influence the attitude of consumers towards advertisement?
H0: The credibility of TVC of 3G does not influence the attitude of consumers towards advertisement.
H1: The credibility of TVC of 3G influences the attitude of consumers towards advertisement.
RQ2: Does the irritation in TVC of 3G influence the attitude of consumers towards advertisement?
H0: The irritation in TVC of 3G influences the attitude of consumers towards advertisement.
H1: The irritation in TVC of 3G does not influence the attitude of consumers towards advertisement.
RQ3: Does the information show in TVC of 3G influence the attitude of consumers towards
advertisement?
H0: The information show in TVC of 3G does not influence the attitude of consumers towards
advertisement.
H1: The information show in TVC of 3G influences the attitude of consumers towards advertisement.
RQ4: Does the hedonic factor in TVC of 3G influence the attitude of consumers towards
advertisement?
H0: The hedonic factor TVC of 3G does not influence the attitude of consumers towards advertisement.
H1: The hedonic factor TVC of 3G influences the attitude of consumers towards advertisement.
RQ5: Does the demographic profile influence the attitude of consumers towards advertisement?
H0: The demographic profile does not influence the attitude of consumers towards advertisement.
H1: The demographic profile influences the attitude of consumers towards advertisement.
RQ6: Does the psychographic profile influence the attitude of consumers towards advertisement?
H0: The psychographic profile does not influence the attitude of consumers towards advertisement.
H1: The psychographic profile influences the attitude of consumers towards advertisement.
RESEARCH PROBLEM
Management Decision Problem:

How to improve the advertisement (TVC) of mobile phone operators towards 3G services?
Marketing Research Problem:
Broad Statement:
To identify the perceptions of consumers towards 3G service.
Specific Components:
To determine the factors those influence the customers to watch TV advertisement.
To evaluate the 3G advertisement based on the factors identified.
To determine the market share of 3G service operators.
To determine the demographic and psychographic profiles of the target consumers.(Marketing
Research An Applied Orientation, Naresh K. Malhotra, Satyabhushan Dash, Research
Design Formulation, pp.47)
To assess whether the consumers perception and profile of consumers influence the consumer
preference and purchase intention.
RESEARCH DESIGN
A research design is the detailed outline of how an investigation will take place. A research design will
typically include how data is to be collected, what instruments will be employed, how the instruments
will be used and the intended means for analyzing data collected.
Types of Design:
The types of design that we have determined to use in this research proposal are: Exploratory and
Descriptive research design.
Exploratory Research:
Exploratory research is research conducted for a problem that has not been clearly defined. It often occurs
before we know enough to make conceptual distinctions or posit an explanatory relationship.
Secondary data analysis:
We have identified five independent variables; those are credibility, irritation, information, and hedonic.
We have identified the factor credibility with the sub-variables like trustworthiness, truthfulness,
reliability and believability (Goldsmith, Latterty, and Newell, 2000) and also we have identified the
factor hedonic with the sub-variables like entertaining and favorable attitude (Raman, Leekenby,
Ramaprasad, and Thurwanger, 1998) from an international journal (The Determinants of Consumers
Attitude Towards Advertising, Kwek, Choon Ling, Tan Hoi Piew, Lau Teck Chai, Vol. 6, No. 4,
2010, pp. 116). We have identified the variable irritation with the sub-variables like annoy, offend and
manipulation (Ducoffe 1996) and also we have identified the variable information with the sub-variables
relevance, timeliness and usefulness (Siau and Shen 2003) from the international journal (Consumer
Attitude Toward Mobile Advertising An Emerging Market: An Empirical Study, HumayunKabir
Chowdhury, NargisParvin, Christian Weitenberner, Michael Becker, pp. 37). Also we have
developed the variables with the help of international journals and our honorable faculty.
Survey of experts:
As a part of conducting expert opinion, we have visited ADCOMM, one of the renowned advertising
agencies of the country. Here, we talked with Mr. Hasib h Chowdhury, Associate Creative Director and
Mr. M. Nafeezul Bari, Sr. Group Brand Service Manager. We also talked with Mr. Rashedul Hasan Stalin,
General Manager, Brand Department, ROBI AXIATA LTD.
Qualitative research:
Through qualitative research we have to identify the relevant demographic and psychographic factors that
may have influence on the preference of consumers towards advertisement of 3G service. We have
identified five demographic profiles of consumers; those are gender, age, educational qualification,
occupation, and monthly income with the help of our group discussion and our honorable faculty.
DESCRIPTIVE RESEARCH
Descriptive research is used to describe characteristics of a population or phenomenon being studied. It
does not answer questions about how/when/why the characteristics occurred. We have undertaken a
survey to quantify the factors affecting consumers preference towards advertisement of 3G service in
Bangladesh.
Data obtained:
We will obtain primary data through our survey by using a structured questionnaire.
Description of our questionnaire:
A questionnaire form will be used as a tool for gathering data. The questionnaire form will be prepared by
benefitting from the international journals and by adapting to consumers. We will include in the first part
of the questionnaire are questions about demographic information and multiple choice questions about the
preference of advertisement of 3G service, their purchasing intentions, view point of the advertisement,
user adaptation, whether the consumers will recommend 3G service of which telecommunication
company to others and questions on whether they are satisfied with the use of 3G. In the second part, a
Likert scale containing five items will be used (1- Strongly disagree, 2- Disagree, 3- Neutral, 4- Agree, 5Strongly agree).
Scaling and Sampling technique:
In the survey questionnaire, we will use Likert Scale. Sampling technique is the shortcut method for
investigating a whole population Data is gathered on a small part of the whole parent population or
sampling frame, and used to inform what the whole picture is like. We have determined to survey on
Young people (Updated and Backdated young), Middle class people, corporate officers, Old people, and
Elite people.
Sampling area and Sample size:
We will conduct our survey on 200 respondents. Population can be defined as the entire group of people,
event, or things that the researcher desire to investigate. We will survey people mostly from Old Dhaka,
Rampura, Banani, Gulshan, Farmgate, Dhanmondy, Mugda, Munshiganj, Mohammedpur, Mirpur areas as
in these area there are a number of customer care centers of telecommunication companies.
Data Analysis:
The data of all the independent variables will be tested first using Reliability test to assess reliability. We
will use descriptive frequencies to find out the frequencies of the demographic variables and also mean
and standard deviation. We will also use Crosstabs to find out the relationship of the demographic
variables with the dependent variable. We will use Paired T-test to find out the accuracy of the hypothesis
put forward by us. We will use Regression model to find out if the independent variables have significant
relationship with the dependent variable and to find out the extent to which such variables can cause
variable in the dependent variable. We will also do Correlation to find the relationship between the
independent variables.
FINDINGS, HYPOTHESIS, AND RESULTS
In the analysis of the data gathered from the questionnaire, SPSS 17.0 statistical software for Windows
will be used.
Sample Profile
Responses from 200 surveys included 124 males and 76 females (Appendix B (A1)). Maximum 35% of
the respondents belong to 27-37 years age group whereas 27.5% are within 16-26 years (Appendix B
(A2)). 44.5% and 27.5% respondents educational qualification are post graduate and under graduate
respectively (Appendix B (A3)). Major part of the respondents that is 23.5% is government job holder
whereas 22.5% belongs to private job (Appendix B (A4)). Average monthly income of 33% respondents
ranges from 30000-40000 whereas 30% of them have income over 40000 (Appendix B (A5)).
Measurement the Reliability of Data
The data were first tested using Cronbachs alpha to assess reliability. Internal consistency (reliability)
values of the measurement items were assessed before entering into the structural analysis. Conceptually,
reliability is defined as the degree to which measures are free from error and therefore yield consistent
results (Cronbach 1951; Peter 1979). Results of the reliability test show that the data collected from the
survey are reliable and suitable for further analysis (Table 1)
Reliability Test
A1. Reliability test for Credibility

Reliability Statistics
Cronbach's Alpha
N of Items
.882
Here, the Cronbachs alpha is 0.882 which means it is greater than 0.6. So, we can say that the variable
credible is reliable.
A2. Reliability test for Irritation
Cronbach's Alpha
N of Items
.802
irritation is reliable.
A3. Reliability test for Information
Cronbach's Alpha
N of Items
.664
informative is reliable.
A4. Reliability test for Hedonic
Cronbach's Alpha
N of Items
.671
hedonic is reliable.
Tests of Hypothesis
One Sample T-Test

One-Sample Statistics
Trustworthy
Mean
Std. Deviation
Std. Error Mean
200
2.29
1.025
.072
One-Sample Test
Test Value = 2
df
Mean
Sig. (2-tailed) Difference
95% Confidence Interval of the

Difference
Lower
Upper
Trustworthy 4.000
199
.000
.290
.15
.43
Table 2: One Sample T-Test for Trustworthiness
To measure trustworthy factor under Credibility variable, we have conducted one sample t-test. Here, test
value is 2 and mean is 2.29. So we can see, respondents opinion is close to neutral.
Hypothesis 4 (H4) states that trustworthiness in TVC of 3G has positive influence on the perception of
consumers. For this test, p-value (0.000) is lower than alpha value (0.05) (Table 2). So, H4 is accepted.
3G
advertisement
believable
Mean
Std. Deviation Std. Error Mean
is 200
2.48
1.032
.073
One-Sample Test
Test Value = 2
95% Confidence Interval of the
Difference
t
3G advertisement 20.216
is believable
df
Sig. (2- Mean

tailed) Difference Lower
Upper
199
.000
1.62
1.475
1.33
value is 2 and mean is 2.48. So we can see, respondents opinion is close to neutral.
N
3G advertisement provides information 200
that I desire of the right time
Mean
Std. Deviation Std. Error Mean
1.86
.711
.050
One-Sample Test
Test Value = 1
95% Confidence Interval
of the Difference
t
3G advertisement provides 54.930
information that I desire of
the right time
df
Sig. (2- Mean

tailed) Difference Lower
Upper
199
.000
2.86
2.760
2.66
value is 2 and mean is 1.86. So we can see, respondents opinion is close to agree.
3G
advertisement
annoying
Mean
Std. Deviation
Std. Error Mean
is 200
3.25
1.050
.074
One-Sample Test
Test Value = 4
95% Confidence Interval of
the Difference
t
3G advertisement
annoying
is -10.099
df
Sig.
tailed)
199
.000
(2- Mean
Difference
-.750
Lower
Upper
-.90
-.60
Table 5: One Sample T-Test for Annoying

To measure annoying factor under Irritation variable, we have conducted one sample t-test. Here, test
value is 4 and mean is 3.25. So we can see, respondents opinion is close to disagree.
Hypothesis 5 (H5) states that annoying factor in TVC of 3G has influence on the perception of
INDEPENDENT SAMPLE T-TEST
Group Statistics
Truthfulness of ads
perticipa
nt gender N
Mean
Std.
Std. Deviation Mean
Male
124
2.27
.875
.079
Female
76
2.24
1.018
.117
Error
Independent Samples Test

Levene's Test
for Equality
of Variances t-test for Equality of Means
95% Confidence
Interval of the
Difference
Truthfulness Equal
of ads
variances
assumed
Sig.
(2Mean
Std. Error
tailed) Difference Difference Lower
Upper
.829
.029
.136
-.238
.297
.
140.726 .835
208
.029
.141
-.249
.308
Sig.
4.159
.043 .
198
216
Equal
variances
not
assumed
df
Table 6: Independent Sample T-Test for Truthfulness

To measure truthfulness factor under Credibility variable, we have conducted independent sample t-test.
Here, p-value (0.043) is lower than alpha value (0.05). So, Ho rejected and equal variances are not
assumed.
Group Statistics
Recall
Income
Mean
Std.
Std. Deviation Mean
>= 2.00
172
2.28
.867
.066
< 2.00
27
2.93
1.207
.232
Error

Levene's Test for
Equality
of
Variances
t-test for Equality of Means
95% Confidence
Interval of the
Difference
Recal Equal
l
variances
assumed
Sig. (2- Mean

Std. Error
Upper
.001
.647
.190
-1.022
-.272
30.35 .012
2.679 7
.647
.241
-1.140
-.154
Sig.
11.456
.001
197
3.399
Equal
variances
not assumed
df
Table 7: Independent Sample T-Test for Reliability

To measure reliability factor under Credibility variable, we have conducted independent sample t-test.
assumed.
Group Statistics
Remember
Income
Mean
Std.
Std. Deviation Mean
>= 2.00
172
2.36
.891
.068
< 2.00
27
2.48
1.369
.263
Error

Levene's Test
for Equality of
Variances
t-test for Equality of Means
95% Confidence
Interval of the
Difference
Remembe Equal
r
variances
assumed
Sig. (2- Mean

Std. Error
Upper
.546
-.121
.200
-.516
.274
-.44 29.54 .660

5
9
-.121
.272
-.677
.435
Sig.
23.308
.000 -.60 197

4
Equal
variances
not
assumed
df
Table 8: Independent Sample T-Test for Remember factor

To measure remember factor under Effectiveness variable, we have conducted independent sample t-test.
assumed.
Group Statistics
age
Information >= 3
<3
Mean
Std.
Std. Deviation Mean
137
2.26
.720
.062
62
1.98
.640
.081
Error

Levene's Test
for Equality
of Variances t-test for Equality of Means
95% Confidence
Interval of the
Difference
Informatio Equal
n
variances
assumed
Sig.
df
6.752
.010 2.61 197

7
Sig.
(2Mean
Std. Error
Upper
.010
.489
.279
.107
.069
Equal
2.73 131.57 .007 .279
.102
.077
.481
variances
6
2
not
assumed
Table 8: Independent Sample T-Test for Information
To measure Information variable, we have conducted independent sample t-test. Here, p-value (0.010) is
lower than alpha value (0.05). So, Ho rejected and equal variances are not assumed.
CROSSTABULATION
1.perticipant gender * Reliable of ads Crosstabulation
% within perticipant gender
Reliable of ads
perticipant gender Male
Total
strongly
agree
agree
neutral
strongly
disagree disagree
8.1%
49.2%
32.3%
7.3%
3.2%
100.0%
Female 28.9%
27.6% 27.6%
13.2%
2.6%
100.0%
Total
16.0%
41.0% 30.5%
9.5%
3.0%
100.0%
We surveyed about 200 respondents, among them 28.9% female answered strongly disagree, 49.2% male
answered agree, 32.3% male were neutral and 13.2% female answered disagree. 3.2% male answered
strongly disagree
2.perticipant gender * Truthfulness of ads Crosstabulation

Truthfulness of ads
perticipant gender
Total
strongly agree
agree
neutral
disagree
Male
16.1%
53.2%
18.5%
12.1%
100.0%
Female
27.6%
35.5%
22.4%
14.5%
100.0%
20.5%
46.5%
20.0%
13.0%
100.0%
Total
we surveyed about 200 respondents, among them 27.6% female answered strongly agree, 53.2% male
answered agree, 22.4% female were neutral and 14.5% female answered disagree.
3.perticipant gender * Believable of ads Crosstabulation
Believable of ads
Total
strongly
agree
agree
neutral
strongly
dis agree disagree
12.9%
53.2%
23.4%
7.3%
3.2%
100.0%
Female 15.8%
53.9% 11.8%
15.8%
2.6%
100.0%
Total
14.0%
53.5% 19.0%
10.5%
3.0%
100.0%
We surveyed about 200 respondents, among them 15.8% female answered strongly agree, 53.9% female
strongly disagree.
4.perticipant gender * Trustworthy Crosstabulation
Trustworthy
perticipant
gender
Male
Total
strongly agree agree
neutral
disagree
strongly
disagree
14.5%
16.1%
9.7%
4.8%
54.8%
100.0%
Female 28.9%
40.8%
14.5%
14.5%
1.3%
100.0%
Total
20.0%
49.5%
15.5%
11.5%
3.5%
100.0%
we surveyed about 200 respondents, among them 14.5% male answered strongly agree, 54.8% male
strongly disagree
5.perticipant gender * Annoying Crosstabulation

Annoying
Total
strongly
disagree
disagree
neutral
agree
strongly
agree
6.5%
21.8%
20.2%
23.7%
5.6%
100.0%
Female
2.6%
25.0%
23.7%
38.2%
10.5%
100.0%
Total
5.0%
23.0%
21.5%
43.0%
7.5%
100.0%
we surveyed about 200 respondents, among them 6.5% male answered strongly disagree, 25.0% female
answered disagree, 23.7% female were neutral and 23.7% male answered agree. 10.5% female answered
strongly agree.
6. perticipant gender * Offending Crosstabulation
Offending
Total
strongly
disagree
disagree
neutral
agree
strongly agree
5.6%
17.7%
45.2%
27.4%
4.0%
100.0%
Female 3.9%
23.7%
36.8%
31.6%
3.9%
100.0%
5.0%
20.0%
42.0%
29.0%
4.0%
100.0%

Total
answered disagree, 45.2% male were neutral and 31.6% male answered agree. 4.0% male answered
strongly agree .
7. perticipant gender * Manipulative Crosstabulation
Manipulative
perticipant
gender
Total
Total
strongly
disagree
disagree neutral
agree
strongly agree
5.6%
30.6%
29.0%
31.5%
3.2%
100.0%
Female 5.3%
31.6%
26.3%
34.2%
2.6%
100.0%
5.5%
31.0%
28.0%
32.5%
3.0%
100.0%
Male
answered disagree, 29.0% male were neutral and 34.2% female answered agree.3.2%male answered
strongly agree .
8. perticipant gender * Relevant Crosstabulation

Relevant
Total
strongly agree agree
neutral
disagree
strongly
disagree
7.3%
50.0%
37.1%
4.0%
1.6%
Female 14.5%
48.7%
31.6%
5.3%
10.0%
49.5%
35.0%
4.5%

Total
100.0%
100.0%
1.0%
100.0%
we surveyed about 200 respondents, among them 14.5% female answered strongly agree, 50.0% male
strongly disagree
perticipant gender * desirablity Crosstabulation
desirablity
perticipant gender
Male
strongly agree
agree
neutral
disagree
Total
8.9%
54.0%
33.9%
3.2%
100.0%
Female 17.1%
59.2%
18.4%
5.3%
100.0%
Total
12.0%
56.0%
28.0%
4.0%
100.0%
we surveyed about 200 respondents, among them 17.1% female answered strongly agree, 59.2% female
answered agree, 33.9% male were neutral and 5.3% female answered disagree.
perticipant gender * Usefulness Crosstabulation
Usefulness
perticipant gender
Male
Female
strongly agree
agree
neutral
disagree
Total
25.0%
58.9%
9.7%
6.5%
100.0%
40.8%
38.2%
14.5%
6.6%
100.0%
Total
31.0%
51.0%
11.5%
6.5%
100.0%
we surveyed about 200 respondents, among them 25.0% male answered strongly agree, 58.9% male
answered agree, 14.5% female were neutral and 6.6% female answered disagree.
age * Truthfulness of ads Crosstabulation

% within age
Truthfulness of ads
age
strongly agree
agree
5-15
57.1%
28.6%
16-26
41.8%
38.2%
27-37
10.0%
38-48
14.0%
Total
neutral
disagree
14.3%
100.0%
10.9%
9.1%
100.0%
62.9%
20.0%
7.1%
100.0%
44.0%
20.0%
22.0%
100.0%
48+
22.2%
55.6%
22.2%
100.0%
Total
20.5%
46.5%
20.0%
13.0%
100.0%
we surveyed about 200 respondents, among them 57.1% age 5-15 answered strongly agree, 62.9% age
27-37 answered agree, 55.6% age 48+ were neutral and 22.2% age 48+ answered disagree
age * Reliable of ads Crosstabulation
% within age
Reliable of ads
age
Total
neutral
disagree
strongly
disagree
strongly agree
agree
5-15
42.9%
57.1%
16-26
30.9%
45.5%
12.7%
10.9%
27-37
5.7%
34.3%
48.6%
8.6%
2.9%
100.0%
38-48
16.0%
42.0%
26.0%
8.0%
8.0%
100.0%
100.0%
100.0%
48+
44.4%
38.9%
16.7%
100.0%
Total
16.0%
41.0%
30.5%
9.5%
3.0%
100.0%
we surveyed about 200 respondents, among them 42.9% age 5-15 answered strongly agree, 57.1% age 515 answered agree, 48.6% age 27-37 were neutral and 16.7% age answered disagree and 8.0% age 48+
answered stongly disagree .
age * Believable of ads Crosstabulation
% within age
Believable of ads
age
strongly agree
agree
neutral
5-15
42.9%
42.9%
14.3%
16-26
25.5%
56.4%
5.5%
10.9%
1.8%
100.0%
27-37
10.0%
67.1%
11.4%
8.6%
2.9%
100.0%
38-48
8.0%
46.0%
30.0%
10.0%
6.0%
100.0%
14.0%
16.7%
53.5%
61.1%
19.0%
22.2%
10.5%
3.0%
100.0%
100.0%
48+
Total
dis agree
strongly
disagree
Total
100.0%
27-37 answered agree, 61.1% age 48+ were neutral and 22.2% age 48+ answered disagree and 6.0% age
38-48 answered stongly disagree .
age * Trustworthy Crosstabulation
% within age
Trustworthy
strongly agree
age
5-15
agree
Neutral
71.4%
28.6%
disagree
strongly
disagree
100.0%
16-26
52.7%
30.9%
3.6%
10.9%
1.8%
100.0%
27-37
5.7%
67.1%
12.9%
10.0%
4.3%
100.0%
38-48
14.0%
52.0%
18.0%
10.0%
6.0%
100.0%
20.0%
22.2%
49.5%
50.0%
15.5%
27.8%
11.5%
3.5%
100.0%
100.0%
48+
Total
Total
5-15 answered agree, 50.0% age 48+ were neutral and 27.8% age 48+ answered disagree and 6.0% age
38-48 answered stongly disagree .
Educational qualification*Truthfulness of ads Crosstabulation
% within Education qualification

Truthfulness of ads
Total
strongly agree
agree
42.9%
14.3%
21.4%
39.3%
undergraduate
36.4%
post graduate
Others
Education
school student
qualification college student
Total
neutral
Disagree
42.9%
100.0%
10.7%
28.6%
100.0%
36.4%
12.7%
14.5%
100.0%
12.4%
58.4%
21.3%
7.9%
100.0%
4.8%
42.9%
52.4%
20.5%
46.5%
20.0%
100.0%
13.0%
100.0%
we surveyed about 200 respondents, among them 42.9% school student answered strongly agree,
58.4% post graduate answered agree, 52.4% others answered neutral and 42.9% school student
answered disagree .
16. Educational qualification*Reliable of ads
Reliable of ads
strongly
agree
Education
qualification
agree
Total
neutral
disagree
strongly
disagree
school student 14.3%
57.1%
college student 17.9%
35.7%
21.4%
14.3%
10.7%
100.0%
undergraduate 25.5%
34.5%
23.6%
12.7%
3.6%
100.0%
post graduate
41.6%
37.1%
6.7%
1.1%
100.0%
others
13.5%
28.6%
100.0%
,
42.9%
100.0%
Total
16.0%
41.0%
30.5%
9.5%
3.0%
100.0%
we surveyed about 200 respondents, among them 25.5% undergraduate answered strongly disagree 57.1%
others answered agree , 37.1% post graduate answered neutral , 28.6% school student answered disagree,
10.7% college student answered strongly disagree .
Educational qualification * Believable of ads Crosstabulation

Believable of ads
strongly
agree
agree
Total
neutral
strongly
dis agree disagree
Education qualification school student
42.9%
14.3% 14.3%
14.3%
14.3%
100.0%
college student
32.1%
35.7% 3.6%
14.3%
14.3%
100.0%
undergraduate
12.7%
60.0% 10.9%
14.5%
1.8%
100.0%
post graduate
7.9%
58.4% 24.7%
9.0%
100.0%
others
9.5%
14.0%
52.4% 38.1%
53.5% 19.0%
10.5%
100.0%
100.0%
Total
3.0%
we surveyed about 200 respondents, among them 25.5% undergraduate answered strongly disagree 57.1%
others answered agree , 37.1% post graduate answered neutral , 28.6% school student answered disagree,
10.7% college student answered strongly disagree .
CORRELATIONS
Mean_credib Mean_irritat Mean_infor
ility
ion
mativeness Mean_hedonic
Mean_credibility
Pearson Correlation
Sig. (2-tailed)
N
Mean_irritation
Pearson Correlation
.186
Sig. (2-tailed)
.000
200
**
.275**
.409**
.000
.000
.000
200
200
.231
200
**
.041**
.001
.001
200
200
200
.275**
.231**
.429**
Sig. (2-tailed)
.000
.001
200
Mean_informativeness Pearson Correlation
Mean_hedonic
200
.186**
.000
200
**
.241
200
**
Pearson Correlation
.409
.429
Sig. (2-tailed)
.000
.001
.000
200
200
200
200
**
200
**. Correlation is significant at the 0.01 level (2-tailed).

In the case of correlation between credibility and irritation, the relationship is low between them. Which
is just 0.186.
In the case of correlation between credibility and informativeness, we found they are moderately
positively correlated with each other. (Correlation is .275).
In the case of correlation between credibility and hedonic, we found they are strongly positively
correlated with each other. (Correlation is .409).
In the case of correlation between irritation and informative, we found they are moderately positively
In the case of correlation between irritation and hedonic, the relationship is very low. (Correlation is .
041).
In the case of correlation between informativeness and hedonic, we found they are strongly positively
Regression Analysis
Variables Entered/Removed
Model Variables Entered
Variables
Removed
Method
Enter
Mean_hedonic,
Mean_irritation,
Mean_informativeness,
Mean_credibilitya
a. All requested variables entered.

Model
Summery
The valu of R Square (0.877) and R (0.770) predicting a moderate relationship between the set of
independent variable and the dependent variable with the standard error of 30.3 percent (Table-2)
Model Summary
Model R
1
.877
R Square
Adjusted
Square
.770
.765
R
Std. Error of the Estimate
.303
a.
Predictors:
(Constant),
Mean_hedonic,
Mean_irritation,
Mean_informativeness, Mean_credibility
That means the attitude of viewers of 3G service advertising is only 77% influenced by hedonic,
irritation, in formativeness, and credibility. The rest 23% is influenced by some other factors that we have
not considered in our research.
ANOVA TEST
The F value of the test for the data is 162.937. the p-value associated with this F value is very small,
0.0000 which is less than alpha value 0.05
ANOVAb
Model
1
Sum of Squares df
Mean Square
Sig.
Regression
60.003
15.001
162.937
.000a
Residual
17.952
195
.092
Total
77.955
199
a. Predictors: (Constant), Mean_hedonic, Mean_irritation, Mean_informativeness,

Mean_credibility
b. Dependent Variable: MDV
The study shows that there is positive significant impact of this independent variable on the dependent
variable and the model applied is significantly good enough in predicting the dependent variable
Test of Hypothesis
The four independent variables (Credibility, irritation, informativeness, hedonic) follow the hypothesis.
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model
1
(Constant)
Std. Error
-.193
.169
Beta
Collinearity
Statistics
t
Sig.
Tolerance VIF
-1.139 .256
Mean_credibility .312
.033
.402
9.572 .000
.671
1.491
Mean_irritation
.268
.035
.307
7.748 .000
.754
1.327
Mean_informativ .170
eness
.038
.171
4.442 .000
.795
1.257
Mean_hedonic
.039
.321
7.950 .000
.724
1.382
.309
a. Dependent Variable: MDV

Credibility
Hypothesis1 (H1) stated that the attitude of viewers toward 3G service advertisement will be positively
affected by the perception of credibility within advertising. The credibility has positive influence (=.402)
on 3G service advertisement toward consumers preference and P value (0.000) is less than alpha value
(0.05)
The study shows that H1 is accepted. The results show that the influence of perceived credibility on 3G
service advertisement toward consumers preference is positive and significant in case of effectiveness of
3G service advertising.
Irritation
affected by the perception of irritation within advertising. The irritation has positive influence (=.307) on
3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05)
The study shows that H2 is accepted. The results show that the influence of perceived irritation on 3G
Informativeness
affected by the perception of informativeness within advertising. The informativeness has positive
influence (=.171) on 3G service advertisement toward consumers preference and P value (0.000) is less
than alpha value (0.05)
The study shows that H3 is accepted. The results show that the influence of perceived informativeness on
3G service advertisement toward consumers preference is positive and significant in case of effectiveness
of 3G service advertising.
Hedonic
affected by the perception of hedonic within advertising. The hedonic has positive influence (=.321) on
3G service advertisement toward consumers preference and P value (0.000) is less than alpha value (0.05)
The study shows that H4 is accepted. The results show that the influence of perceived hedonic on 3G
Collinearity Diagnosticsa
Variance Proportions
Mod Dime Eigenval Condition
el
nsion ue
Index
(Constan Mean_credi Mean_irrita Mean_informat

t)
bility
tion
iveness
Mean_hedonic
4.915
1.000
.00
.00
.00
.00
.00
.036
11.710
.03
.12
.46
.12
.05
.024
14.460
.02
.76
.47
.04
.01
.014
18.615
.17
.08
.00
.82
.33
.011
20.793
.78
.04
.07
.02
.60
a. Dependent Variable: MDV
Appendix
Survey Questionnaire
We are the students of East West University and are doing the course named Marketing
Research as a part of our BBA program. As a partial requirement of the course we need to
conduct a survey on Influence of 3G service TVC of mobile phone operators regarding
consumers attitude towards advertisement and would recommend some suggestions. We
ensure that the data given by you will be kept confidential and will be used particularly for our
academic purpose.
Gender: a. Male
b. Female
Age:
a. 5-15
b. 16-26
c. 27-37
d. 38-48
Education:
a. School student
b. College student
c. Undergraduate
e. Others... (Please Specify)
Occupation:
a. Private job
b. Government job
c. Business
e. Others.. (Please Specify)
Family Monthly Income: (Tk)
15000-20000
b. 20000-30000
c. 30000-40000
e. 48+
d. Post Graduate
d. Student
d. 40000+
6. When do you watch television?

a. Early in the morning
b. At noon
c. In the afternoon
d. In the evening
e. At night
7. How do you enjoy your leisure time?
a. Watching TV
b. Hangouts with friends
c. Travelling
d. Others (Please Specify)

8. What kind of TV programs do you watch?
a. Movies
b. Reality Shows
d. Others . (Please Specify)

9. Which stimuli lead you to recall 3G advertisement?
c. Sports
Emotional appeal
b. Information
c. Favorable brand emotion
10. Place your level of agreement of the following statement by placing tick ()
Arguments
Strongly
Agree
3G advertisement is truthful
C1
3G advertisement is reliable
C2
3G
advertisement
believable
is
C3
3G
advertisement
is
trustworthy
3G advertisement is annoying
C4
3G advertisement is offending
I2
3G
advertisement
manipulative
I3
is
I1
3G advertisement is relevant
IN1
3G advertisement provides
information that I desire of
the right time
IN2
3G advertisement is useful
IN3
3G
advertisement
entertaining
is
H1
3G advertisement is enjoyable
H2
I refer to 3G advertising
because
it
provides
information
about
competitors offers
A1
Agree
Neutral
Disagree
Strongly
Disagree
I support 3G advertising A2
because Creativity is highly
appreciated
I support 3G advertising
because it plays an important
part in my buying decision
I can recall 3G advertisement
quickly
I
can
remember
advertisement
A3
E1
3G E2
Thank you
SPSS ANALYSIS
Appendix B (Sample Profile)
A1. Sample Profile Gender
Statistics
Participants Gender
N
Valid
200
Missing
Participant Gender
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
Male
124
62.0
62.0
62.0
Female
76
38.0
38.0
100.0
Total
200
100.0
100.0
Chart 1: Gender
A2. Sample Profile Age
Statistics
Age
N
Valid
200
Missing
Age
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
5-15
3.5
3.5
3.5
16-26
55
27.5
27.5
31.0
27-37
70
35.0
35.0
66.0
38-48
50
25.0
25.0
91.0
48+
18
9.0
9.0
100.0
Total
200
100.0
100.0
Chart 2: Age
A2. Sample Profile Educational Qualification
Statistics
Educational Qualification
N
Valid
200
Missing
Educational Qualification
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
school student
3.5
3.5
3.5
colledge student
28
14.0
14.0
17.5
undergraduate
55
27.5
27.5
45.0
post graduate
89
44.5
44.5
89.5
others
21
10.5
10.5
100.0
Total
200
100.0
100.0
Chart 3: Educational Qualification

A4. Sample Profile Occupation
Statistics
Occuption
N
Valid
200
Missing
Occupation
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
private job
45
22.5
22.5
22.5
government job
47
23.5
23.5
46.0
Business
33
16.5
16.5
62.5
student
40
20.0
20.0
82.5
other
35
17.5
17.5
100.0
Total
200
100.0
100.0
Chart 4: Occupation
A5. Sample Profile Income
Statistics
Income
N
Valid
200
Missing
Income
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
15000-20000
27
13.5
13.5
13.5
20000-30000
47
23.5
23.5
37.0
30000-40000
66
33.0
33.0
70.0
40000+
60
30.0
30.0
100.0
Total
200
100.0
100.0
Chart 5: Income
A1. Reliability test for Credibility
Case Processing Summary
Cases
Valid
200
100.0
Excludeda
.0
Total
200
100.0
Listwise deletion based on all variables in the procedure
Cronbach's Alpha
N of Items
.882
Item Statistics
Mean
Std. Deviation
3G advertisement is truthful
3G advertisement is reliable
3G advertisement is believable
2.26
2.43
2.35
.930
.969
.950
200
200
200
3G advertisement is trustworthy
2.29
1.025
200
A2. Reliability test for Irritation

Cases
Valid
Excluded
Total
200
100.0
.0
200
100.0
a. Listwise deletion based on all variables in the procedure.
Cronbach's Alpha
N of Items
.802
Item Statistics
Mean
Std. Deviation
3G advertisement is annoying
3G advertisement is offending
3.25
3.07
1.050
.922
200
200
3G advertisement is manipulative
2.97
.989
200
A3. Reliability test for Information

Cases
Valid
200
100.0
Excludeda
.0
Total
200
100.0
Cronbach's Alpha
N of Items
.664
Item Statistics
Mean
Std. Deviation
3G advertisement is relevant
2.37
3G advertisement provides information 2.24
.766
.711
200
200

3G advertisement provides information 1.94
.827
200
A4. Reliability test for Hedonic

Cases
Valid
Excluded
Total
200
100.0
.0
200
100.0
Cronbach's Alpha
N of Items
.671
Item Statistics
Mean
Std. Deviation
3G advertisement is entertaining 1.97
.792
200
3G advertisement is enjoyable
.786
200
1.93

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BACKGROUND

Advertising credibility is consumers perception of the truthfulness and believability of advertising in

RESEARCH QUESTION AND HYPOTHESIS

Management Decision Problem:

A1. Reliability test for Credibility

One Sample T-Test

Std. Error Mean

95% Confidence Interval of the

Std. Deviation Std. Error Mean

Sig. (2- Mean

Std. Deviation Std. Error Mean

Sig. (2- Mean

Std. Error Mean

Table 5: One Sample T-Test for Annoying

Independent Samples Test

Table 6: Independent Sample T-Test for Truthfulness

Independent Samples Test

Sig. (2- Mean

Table 7: Independent Sample T-Test for Reliability

Independent Samples Test

Sig. (2- Mean

-.44 29.54 .660

.000 -.60 197

Table 8: Independent Sample T-Test for Remember factor

Independent Samples Test

.010 2.61 197

perticipant gender Male

2.perticipant gender * Truthfulness of ads Crosstabulation

perticipant gender Male

strongly agree agree

5.perticipant gender * Annoying Crosstabulation

perticipant gender Male

perticipant gender Male

8. perticipant gender * Relevant Crosstabulation

strongly agree agree

perticipant gender Male

age * Truthfulness of ads Crosstabulation

% within Education qualification

school student 14.3%

college student 17.9%

Educational qualification * Believable of ads Crosstabulation

Education qualification school student

Mean_informativeness Pearson Correlation

**. Correlation is significant at the 0.01 level (2-tailed).

a. All requested variables entered.

a. Predictors: (Constant), Mean_hedonic, Mean_irritation, Mean_informativeness,

a. Dependent Variable: MDV

(Constan Mean_credi Mean_irrita Mean_informat

a. Dependent Variable: MDV

6. When do you watch television?

b. Hangouts with friends

d. Others (Please Specify)

d. Others . (Please Specify)

c. Favorable brand emotion

Chart 3: Educational Qualification

Case Processing Summary

Listwise deletion based on all variables in the procedure

A2. Reliability test for Irritation

a. Listwise deletion based on all variables in the procedure.

A3. Reliability test for Information

Case Processing Summary

a. Listwise deletion based on all variables in the procedure.

that I desire of the right time