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Gauging Audiences’ Message Recall Through Brand Element Placement In Televised Commercials

Author

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  • Kashif Riaz

    (Preston University)

  • Dr.Rukhsar Ahmed

Abstract

Purpose This study helps to understand the successful path of microfinancing, which can plays a vital role in poverty alleviation in Pakistan.Methodolgy/Sampling To collect data authors of this paper visited different microfinance institutions MFIs like Tameer Micro Financing Bank and Khushali Bank Limited in Karachi.A structured questionnaire was designed for data collection of consumers of microfinance.Statistical data of 100 samples showed 46% of respondents acquired loan for agricultural purposes while 54% loans were business based.Findings It is observed that male respondents are higher than female.Regression model showed 38% variation in consumer preference regarding the microfinance services.Statistic in the ANOVA shows the significance of model.The coefficient of MFI’s Approach with negative sign indicates an inverse relationship with that of consumer preferences.It means that MFI agents do not give proper value to the targeted consumers.Finally the amount of loan and interest charged by the MFI’s is also having a negative impact on the consumers of micro finance.Practical Implications This study deliver statistical evidence of utilization of funds as well as the consistency of gathered data.Work showed that responded are need to be aquired more knowlwdge about the microfinance services in Pakistan..

Suggested Citation

  • Kashif Riaz & Dr.Rukhsar Ahmed, 2016. "Gauging Audiences’ Message Recall Through Brand Element Placement In Televised Commercials," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(2), pages 126-136.
    • Handle: RePEc:aib:ibtjbs:v:12:y:2016:i:2:p:126-136
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2016.122.9
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    References listed on IDEAS

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    2. Erdem, Tulin & Broniarczyk, Susan & Charavarti, Dipankar & Kapferer, Jean-Noel & Keane, Michael & Roberts, John & Steenkamp, Jan-Benedict & Swait, Joffre & Zettelmeyer, Florian, 1999. "Brand Equity, Consumer Learning and Choice," MPRA Paper 53022, University Library of Munich, Germany.
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