The Different Level Of Sex Appeal Advertisement That Affect Purchase Intention On Young Consumers

Kong, Yoke Kiew (2015) The Different Level Of Sex Appeal Advertisement That Affect Purchase Intention On Young Consumers. [Final Year Project Report] (Unpublished)

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Abstract

The use of sex appeal advertisement has been increase and became quite common in recent years. This scenario occurs due to sex appeal advertisement can draw the interest of customers and influence customer's purchase intention toward advertised product. However, Malaysia is an Islamic country which is very strict about the sexual advertisement. But, the young consumers in Malaysia are become more openminded which able to accept the use of sex appeal advertisement. Therefore, this study was designed to examine the relationship between the customer attitude's and purchase intention for three different level of sex appeal advertisement which included low, medium, and high level of sex appeal advertisement. Hereby, a total of 400 questionnaires were distributed to UNIMAS undergraduates from each faculty in Unimas Main campus. Therefore, the data collect were analysed by using Descriptive Statistics, T-test, Pearson Correlation and Multiple Regression Analysis. The finding of Multiple Regression Analysis shown that, all independent variables have a significant relationship with purchase intention for three different level of sex appeal advertisement (Please refer to Tablel6, 17 and 18). This finding suggests that the marketer and advertiser should understand the perception of young consumers toward different level of sexual appeal advertisement as it will influence the purchase intention and sale in the market.

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