THE IMPACT OF HUMOROUS ADVERTISEMENT ON CONSUMER PURCHASE INTENTION

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.