Introduction: Subliminal messaging is a very interestingphenomenon, which gives the organizations and brands to play with their ideasand portray their brands as different from another brand. In this world pacedenvironment where the laggards will be left behind if they are unable to copeup with the pace.
Consumer’s motivation towards the indulgence of monetarybenefit through subliminal messaging is one of the phenomenons that areobserved in the past (Liane et al). Consumer tends to have certaincharacteristics that may change his/her behavior pertaining to any particulartactic used by the brand. Marketing ethics area is another prospect where theimpact of subliminal messaging is important, whether the tactic used isethically correct to grab the consumer attention or what is the demarcation ofadvertisement done by the brand or a company in that prospect (Magdalena . B).
Persuasiveness of targeted messaging is another aspect that was seenin the past has the effect on the narrower group of people (Hersh & Brian)Anexperiment is conducted by James Vicary in 1959 to increase the sale ofcoca-cola and popcorn in cinemas through the use of subliminal messaging. Heflashed the messages “Drink Coca-Cola” and “Eat Popcorn”for 1/3000 of a second every five seconds over the movie Picnic. Heclaimed that as a result 58% of the sales of coke increased and 18% of popcornsale also increased. RalphHaber Norman wanted to know about the consumer behavior on subliminalmessaging, for which he has conducted a survey in which 324 respondents were involved.41 percent of the respondents were aware about it and in which half thought ofit as unethical.
He thought of it as the technological advancement in the fieldof advertisement. Subliminalmessaging opens avenue for the businesses to face the current challenges ofglobalization and fierce competition. It provides them with the opportunity tosustain their competitive advantage and stay in the game. In current scenarioof business world, subliminal messaging in advertisement and otherwise willgive firms and organizations a platform to convey their message in an impactfulmanner, that will stay in their consumers mind, so that they can achieve thedesirable results regard to their sales and consumer base.Thussubliminal messaging holds a great importance in terms of increasing sales of aproduct or a service and my study will reveal the results that will back thiswhole notion or gives the opportunity to future researchers to work upon thisknowledge area.Problem StatementItis the need of western clothing brands and industry to know the impact ofsubliminal messaging and techniques in order to enhance their sales. I; throughmy study will cater this demand of impact on sales of different brands bysubliminal messaging.
Research Questions1. What is the relationship betweensubliminal messaging and sales of western clothing brands? 2. What is the relationship betweenPromotional offers and sales of western clothing brands?3. What is the relationship between cultureand sales of western clothing brands? 4.
What is the relationship betweenadvertisement and sales of western clothing brands? Research Objectives· To explore that how subliminal messagingaffects the sales of western clothing brands in Pakistan (Multan)· To find the impact of cultural factorson sales of western clothing brands, whether they are positive related orweakly related to each other, this way a brand will have a focus approach todesign its communication technique among the target market. · To check the impact of subliminalmessaging in promotional techniques to see its affect on sales of westernclothing brands, whether the promotional campaigns with a particular subliminalor targeted message has the impact on sales or not. · To explore the impact of advertisementif used with regard to subliminal messaging and its affect on sales of westernclothing brands in twin cities. Significanceof Study The research paper will study theeffect of subliminal messaging on sales of western clothing brands in twincities of Pakistan, it will also keep the factors i.
e. cultural, promotional,advertisement in line to see the effect on sales of the western clothing brandsin Pakistan. The significance of this study isthat different brands will adopt the outcomes and findings of the research anddesign their strategies to communicate their message in the market accordingly.It will give the current cut throat competition a fire as well as relief ofgoing the way which is never been used before in a designed manner. Companiesand brands will know the value of targeted subliminal messaging and willincrease their sales by a considerable fraction if targeted in the rightmanner. In a world we are living in wherealmost every brand is in neck to neck competition the need of new techniques totempt consumers towards a product or service is needed.
For that need my studywill be a stepping stone in terms of introducing subliminal messaging as aneffective tool in relation with the increase in sales of western clothingbrands in Pakistan (Multan).In the future where the industry indiscussion; clothing industry will face more competition with better offerings,Use of Subliminal messaging to attain a certain edge from the competitors isthe key objective of the study. In Pakistani market where culturalfactors has an impact on the choice of clothing and otherwise, targeting in aright direction with a certain subliminal message will allow clothing brands tonarrow down their consumer base and make the product accordingly and in resultincrease their sales.
The other aspect is advertisement, if the message isconveyed in the right way the sole purpose of increasing the sales can beachieved. This study has significance inmulti direction and can be used by future researchers to work upon the impactof subliminal messaging in different industries and settings. LiteratureReview I. Subliminal Messaging Consumer behavior has been affectedby many factors, whether it is advertisement, targeted messages or differenttactics used to enhance the productivity and efficiency of a product or aservice. (Laran et al. 2011).
There are certain tactics that can be used andthe consumer cannot control the affect of it, subliminal messaging is one ofthose tactics used in the past to discover new opportunities in order toenhance sales and brand image. Targeted messages and use oftactics is always been a forte of different industries including clothingindustry. In todays world consumer posses a skeptical nature, where differenttactics used by the industries will go through the thorough observation andthen opted for, marketing tactics can induce a stimuli which may or may notobserved/accepted by the consumers (Dimofte,Forehand, and Deshpande, 2003)Persuasion in a certain limit canor cannot be resulted in a consumption pattern change by the consumers, sopersuasion used through different messaging techniques should be put under theresearch tab for the researcher to work upon. Work on subliminal advertising isbeen done in the past where the effectiveness of the advertisement used haven’tbeen measured correctly and they are not clear.
(R.N. Haber, 1959). Theresearch also revealed that many of the respondents in Habers Study thought ofit as Unethical but they are not willing to leave watching TV. They areinclined towards watching TV whether the ads are ethical or unethical, thatgives me the gap to analyze the factors lying behind that particular behaviorof the respondents in Pakistani setting. II. Promotional Offers Incertain conditions subliminal messages used are resulted in increase indifferent consumer behaviors, whether its emotions arousal or hunger increase,it has affected the behavior of the consumers.
(Del Hawkins, 1970). There is aconcept of Subception is also discussed in the study of Hawkins,that talksabout the subliminal perception and the three thresholds related to it. It’sbeen observed Cuperfain and Clarke (1985) study that graphic representation ofthe message has more impact than the written decoding of words,if used combinedthey can create something that will entertain the marketers.
( Sharon andHawkins1989)Theskepticism shown by the Pakistani market needs to be answered correctly and forthat legal and ethical advertisement practices should be adhered to. With therise of skeptical nature in our society the effective use of subliminalmessaging will allow the brands to lessen the queries and grab a certainposition in the mind of the consumers so that they value your brand withregards to other. ( Ross and Craig, 2008). III.
Cultural Factors Certain factors regarding choice ofthe product and the culture associations with the dress are important in ourculture, It is been studied that subliminal perception plays a vital role indetermining the change in certain behaviors of the consumer Packard (1957). In our society where critics andskeptic nature prevails the use of subliminal messaging will be very importantfor the clothing industry. It has been studied that people will get skepticalabout different advertisement and massages’ shown to them through TV but aremore persuaded by the messages which are shown to them by other mediums, hereis the gap that our study will look into the other mediums of approachingconsumer’s perception and grabbing their attention by the targeted covertmessaging.( Ross and Craig, 2008). IV. Advertisement The advertisement industry isgrowing massively in the local market, and the need of effective advertisementis on the rise in the Pakistani market. The impact of subliminal messaging canbe observed through advertisement if the investment will be done in this regardonly, further fact finding of Habers study will explore the hidden behavior ofpeople regarding subliminal messaging.(R.
N. Haber, 1959)In 1957, James Vicary carried outan experiment in a Ft. Lee, New Jersey, movie theatre to stimulate the sale ofCoca-Cola and popcorn through the use of subliminal messages). Vicarysuperimposed the messages “Drink Coca-Cola” and “Eat Popcorn”for 1/3000 of a second every five seconds over the movie Picnic.
Vicary claimed that Cokesales increased 58 percent and popcorn sales rose 18 percent. (Block , 1985). It is also used by the owners ofcomputer for the pop up messaging to remind them about their physical healthand addictions like smoking to quit from, this has been done in intervals tokeep poping the windows to consumer so he/she should administer its affects. Hypotheses:Hypothesis 1H1:There is a positive relationship between subliminal messaging and sales ofwestern clothing brands Hypothesis 2H2:There is a significant relationship between Promotional offers and sales ofwestern clothing brandsHypothesis 3H3:There is a significant relationship between Cultural Factors and sales ofwestern clothing brandsHypothesis 4H4:There is a positive relationship exists between Advertisements and sales ofwestern clothing brands Theoretical Framework: Subliminal Messaging Promotional Offers Cultural Factors Advertisement Sales of Western Clothing Brands Independent Variables Dependent Variable Research DesignAnd Methodology ResearchTypeIt will be an empirical research paper where directand indirect observation will be done. It will be done according to the use ofdata collected quantitatively and qualitatively through evidences. Primary andsecondary, both the data types will be used.Thisstudy is designed to assess and analyze factors behind Impact of SubliminalMessaging on Sales of Western Clothing Brands in Pakistan (Multan). Researchstrategies will be both quantitative and qualitative known as mixed method ofdata collection.
For quantitative, I will be doing research throughquestionnaires and online survey’s, data collected will be analyzed throughSPSS and Google form. For qualitative I will be doing observatory research onlyas I believe that behavior of consumers possess key importance to my researchobjectives and will give me more accurate results. Questionnairewill be used to collect the data quantitatively. It is composed of 10 differentquestions, which were designed according to the variables of the study in hand.It will be filled by 300 recipients from Multan.Inobservatory research, I will be visiting different shopping malls and retailstores to see the behavior of consumers on a particular message on its impacton sales of western clothing brands in Pakistan (Multan), it will give me theclear idea of the change in behavior recorded in normal and with message.
Myresearch will use the data collected from the market of Multan, as these arethe better representatives of the research in hand. It will help me to achievethe desired outcomes according to the nearness of results to the reality. SampleDesign And Frame Iwill be using stratified random sampling in which different sectors of themarket will be the strata. It will decrease the selection bias and willincrease the equal representation from all groups of thetarget population.
The sampling frame is defines as follows: – Sampling size: 144- Multan- Sampling technique: Probability sampling(Stratified random sampling & Convenient sampling )