Analyzing the consumer level of acceptance on sexual advertising and the effect of buying decision

Ahmad Ensar, Aisyah Nur Syifa (2018) Analyzing the consumer level of acceptance on sexual advertising and the effect of buying decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Advertisement is one of the attractive way that used by marketers to promote their products. To get attention from target customers, marketers of the brands usually imply sexual appeals practices in their advertisement which is currently used in global brand’s strategy. The viewers are exposed with different sort of advertisements and continuously faced with mass media such as television, magazines and internet ads. It will give some impact upon thinking, values, actions and purchasing decision. Therefore, the aim of this thesis had been conducted to analyse the level of consumers’ acceptance on sexual advertising and the effect of buying decision in Malaysia. The objectives of this study is to identify the consumers’ level of acceptance when being expose to different level of nudity in advertisements, factors and the influential factors that can affect buying decision. The specific product is fragrance product. Based on the literature review, the influence factors in consumers’ acceptance and their buying decision are level of nudity, personality, gender of the model, culture and product fit. The quantitative method was used in the form of questionnaire survey to achieve the objectives of the research. Questionnaire was distributed to the 140 respondents towards youngster which age range 18 to 24 years old. The data was analysed using descriptive analysis, inferential analysis, and multiple regression to define the result. The result demonstrated that level of nudity, gender of the model and product fit have influential factors on the consumers’ buying decision while personality and culture have no influence on buying decision made by consumers. As a conclusion, the researcher found that gender of the model and product fit are the most influence in consumers buying decision with the usage of sexual advertising.

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