MKTG2010_Assessment 3_Data Analysis Report Project.docx -...

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MKTG2010 1 | P a g e FACTORS THAT INFLUENCE CONSUMER RESPONSE TO MEDIA IMAGES Student’s Name: Institution: Course code: Date:
MKTG2010 2 | P a g e Contents Executive summary ......................................................................................................................... 3 Introduction ...................................................................................................................................... 3 Qualitative analysis .......................................................................................................................... 4 Summary of focus group discussion ............................................................................................ 4 Objective 1: How consumers view the portrayal of body image in the media ............................ 4 Focus group theme 1: Personality and gender influence .......................................................... 4 Focus group theme 2: Personality and age influence ............................................................... 5 Quantitative analysis ........................................................................................................................ 6 Respondent profile ....................................................................................................................... 6 Objective 2: Relationship between magazine purchase and thin-ideal internalization ................ 7 Objective 3: Perceptions of the portrayal of body image by models in magazines between males and females ........................................................................................................................ 7 Objective 4: Relationship between wanting to undergo plastic surgery and country that a person lives in .............................................................................................................................. 8 Objective 5: Difference between perceptions that magazines place pressure on an individual to look good and perceptions that magazines present reliable information ..................................... 9 Objective 6: Compare the level of pressure placed on magazine readers to question their appearance between countries ...................................................................................................... 9 Objective 7: Influence of overall physical appearance on perceptions of the inappropriate portrayal of body image by models in magazines ...................................................................... 10 Discussion of findings ................................................................................................................... 10 Conclusion and recommendations ................................................................................................. 11 References ...................................................................................................................................... 12 Appendices .................................................................................................................................... 13 Appendix A: Correlations .......................................................................................................... 13 Appendix B: Chi square test of association ............................................................................... 14 Appendix C: Chi square test of association ............................................................................... 14 Appendix D: Paired samples t-test ............................................................................................. 15 Appendix E: Regression analysis ............................................................................................... 15
MKTG2010 3 | P a g e Executive summary While the media and advertising industry is responsible for promoting and celebrating the thin and athletic body type as ideal, this research study aimed to generate ideas that will help management identify factors that influence consumer response to these media images. The identified factors were personality, age, self-perception of body appearance and country of consumers. All these factors had a negative influence to perception of body image. A conclusion was made that the media management could try and use diverse images that represent different body types or no body type images to reduce the influence media image have to consumers. Introduction Media and advertising companies have made significant contribution to the social trends and wellbeing of the society. One of the most notable contribution being enabling delivery of information to the society. While some of this contribution are deemed positive, the media has been blamed for promoting media images that celebrate the thin athletic body type (Poveromo, n.d.). While it is true that the media and advertising industry has continuously promoted and celebrated the thin and athletic body type as the ideal image, it is not clear how consumers are affected in response to these media images.

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