Effect of Television Advertisements on Buyer's Decision Process

ISBN-13: 9783659247828 / Angielski / Miękka / 2012 / 248 str.

Arif Amna;Sadiq Muhammad Waqas

Opis

Business world is changing from short term sale strategies to more customer-focused long term relation building strategies. It is extremely important to know the needs of your target customer so you can convey your message in a more attractive way. The most common method of advertising is television advertising. The elements of television advertising are Jingle, Brand, Celebrity, Promotional offering, Location, Theme and Song. The purpose of this research thesis is to measure the effect of television advertisement on the target buyers decision process. This means that how an advertisement affects the thinking process of a buyer which includes need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase behavior. This research includes 400 students of different colleges from intermediate to PhD level. Gender ratio is equal, which means this research includes 200 male and 200 female respondents. The main hypothesis of this research study is co-relational, which is elements of the Television advertisement are positively related with the buyers decision procedure. SPSS version 19.0 is used to perform the T-test, ANOVA and Kruskal-Wallis test.

O autorze

Amna Arif is a business graduate from IBIT, University of the Punjab, with specialization in Marketing. Currently, she is serving in University of Punjab as a lecturer. Her areas of interest in research are: Marketing, Advertising and Management. Mr. Waqas Sadiq has completed his MBIT in the year 2012 from IBIT.