Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City

Abstract

This study is associated with billboard advertising. The purpose of the research is to find out how the preference factor of billboard that attracts the customer’s attention fluctuates from customer to customer by demographic variables - gender, age and occupation as advertising in Dhaka city. The major discoveries of the report are that large size of billboard which is a factor of attracting customer’s attention toward billboard, attracts the attention of aged people more than the young people and the jobholders more than the students. Creativeness of billboard is another factor that attracts the jobholders more than the students. Bright color is the factor that attracts aged person more than the young person and jobholders more than the students. Simple, short and clear text factor attracts aged people more than the young people and the jobholders more than the students. Image is the other factor attracting aged person more than the young person and jobholders more than the students. More students are attracted by billboard advertisement of shopping area (another factor) than the job holders. The extension of billboard attracts the attention of aged people more than the young people and jobholders more than the students. The last variable product message was independent to their gender, independent to their age and independent to their occupation.