Impact of Perceived Insecurity Due to Portrayal of Women in Ads on Buying Behaviour

Abstract

The study aims to determine the significance of the Portrayal of Women in advertisements on perceived insecurity and consumer buying behaviour. To do so, primary data was collected by a floating questionnaire comprising closed-ended questions with five points on the Likert scale. The data was collected from 203 respondents by means of a convenience sampling method. SPSS was used to test and analyse the data. Regression was used to investigate the significance of the variable. The outcomes of the study we conducted show that the portrayal of women in advertisements significantly impacts perceived insecurity and consumer buying behaviour. The mean value for perceived insecurity and consumer buying behaviour is 3.52 and 3.30, respectively, so we can conclude that both constructs are statistically significant.