Perceptions of consumers on effect of representation of women in advertisements on their purchasing behaviour: a study of five supermarkets in Eldoret town, Kenya.

Abstract

With the increase of consumer goods in the market, there is bound to be high competition with each manufacturing company trying to edge out their competitors. This has made such companies to go to great extents in trying to make their products sell. Manufacturers have no other way of making their products known to their prospective customers except through advertising. In some of the advertisements, women are represented with a sexual connotation. In relation to this, this study examined the perceptions of consumers on effect of representation of women in advertisements on their purchase behaviour. This study used Friestad and Wright’s Persuasion Knowledge model, and Muzafer’s e.t. al. social judgement theory. Specifically, the study aimed at answering the following questions: 1. What are consumers’ perceptions on the use of sexual images of women in advertisements? 2. How do the consumers perceive representation of women in comparison to representation of men in advertisements? 3. What are the consumers’ perceptions on the effect of the representation of women in advertisements on their purchase behaviour? This study made use of the qualitative approach on 21 respondents from five different supermarkets in Eldoret town. These study findings suggest that representation of women in a sexual manner demeans women; wrong messages are sent, are disrespectful and as a result, consumers would not want to associate with products advertised in such a manner. Sexual representation in advertisements is acceptable if the sexual representation has relevance to the product being advertised. It recommends that advertising tactics be used with consumers’ needs, motivation, culture, and religion in mind. Further it recommends observance to the consumer protection Act 2012 and lastly recommends classification of advertisements with sexual content or absolute stop. The study suggests a look into other trends that are featured in advertising and also find out which methods to use on particular products and finally why people purchase products of their preference.