Abstract:
The research is an exploratory research which is entirely based on quantitative method to gauge
the insights on the impact of humorous advertisement on consumer purchase intention. For
conducting this research a close ended questionnaire was prepared and the respondents answered
promptly which helped to analyze whether the humor advertisement has an impact on consumer
purchase intention because of the old myths whatever would be made would be sold but this
phenomena doesn’t prevail now as consumers are now savvy and they desire the product which
benefits them and cover the functional risk as well as financial also.
The sample size consists of 375 respondents. The focus on respondents is basically not restricted to any particular sector or industry but to gauge masses who have been exposed to humorous advertisements.
The research is not going to be conducted in different cities of Pakistan but particularly restricted to Karachi and no especially industry is limited.
The research instrument is based on Questionnaire and the data would be compiled by the statistical software SPSS. Data has been analyzed according to the responses that have been gathered by consumers through questionnaire.
Chi square is done to get the result of the variables through SPSS software which shows that
Electronic and social sites have a greater impact than other mediums.89.67% people like
humorous advertisement. It was an astonishing finding that though humorous ads are being liked
by the consumers but they tend to have lesser impact because consumers have preferred surprise
appeal more than humorous appeal.
Though consumers like humorous advertisement and are convinced too and the ratio of these
consumers are 64.8%. It was also observed that humorous advertisement has an impact on
consumer purchase intention because consumers are more likely to be convinced through
humorous advertisement and they like the playfulness in the advertisement.
People like humorous advertisement but not more than just a fun, and their purchase intention is
solely not dependent on humorous advertisement. People purchase intention now days has
evolved and different and due to which convincing them through advertisement is not an easy
task.
