General Attitude towards Advertising: Cultural Influence in Pakistan

Muhammad Usman, Saqib Ilyas, Muhammad Farooq Hussain, Tahir Masood Qureshi

Abstract


The objective of this research is to examine cultural influence on the general attitude of Pakistani people towards
advertising. The study aims to analyze the cultural impact on attitude of people towards advertisements of brands
according to product information, social integration and hedonism/pleasure, whereas power distance and
masculinity as culture dimensions. Sample size includes 250 respondents which are involved directly in
purchasing. It includes adults from all disciplines, house wives within the vicinity of Islamabad/ Rawalpindi and
the people from different age groups and educational backgrounds. Regression is used to check the impact of
product information, social integration and hedonism over public general attitude towards advertisement. And
apply moderation analysis to check the impact of culture as moderating variable. Social integration, product
information and hedonism have a significant impact on attitude towards advertisement. But product information
has weak impact on attitude towards advertisement; whereas culture has a significant moderating effect which
strengthen the relationship between dependent and independent variables. The most important limitation was the
time constraint. The time was limited due to which a huge sample size was impossible to manage. The responses
were taken only from Islamabad and Rawalpindi cities which restrict the generalizability of the study. This study
will help marketers to advertise there products according to the culture values and attitude of the people which
reflects their personality. It will also help companies to segment their customers according to their
behavior/attitude towards advertisement, which in turn will help companies to gain competitive advantage and
increase profitability.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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