Effect of Television advertisements on buying habitsof consumers
| dc.contributor.author | Mastoora Khalid | |
| dc.contributor.author | Iqra Naeem | |
| dc.date.accessioned | 2013-10-25T16:13:35Z | |
| dc.date.available | 2013-10-25T16:13:35Z | |
| dc.date.issued | 2013 | |
| dc.description.abstract | The study examines the negative effects of television advertisements on the buying behavior of consumers due to influential advertising appeals. This quantitative research study is conducted through survey in the Punjab province of Pakistan. The research sample was taken from the four large urban cities of Punjab including Lahore, Faisalabad, Multan, and Sialkot. With total sample size of 200, in each four cities 50 people were taken from each city including 50% male and 50% female respondents of all age groups and social classes. Thequestionnaire comprised 26 queries that dealt with various aspects of television advertisements. The study found that a majority of people in Punjab province (63%) believe that television advertisements do change their point of view regarding a product or service and greatly influence their awareness, attitudes, and their buying behavior. The study reveals that TV advertising appeals also mislead the society by convincing the consumers to buy false products, as 66 % respondents said they bought uselessthings like fairness creams, herbal products, and dietary products due to TV commercials.Television advertisers exaggerate the benefits of products by using doctors, celebrities and animations (62% respondents). A majority of consumers (84%) believe that the controversial appeals in the television advertisements violate the norms and the cultural values of the society, while 66% believe that the media broadcasters and cable operators are not following the code of conduct. The study concludes that practical steps areneeded to check TV advertisements which are false, overstate product benefits, use advertising appeals to deceive and manipulate consumers. | en_US |
| dc.identifier.uri | https://escholar.umt.edu.pk/handle/123456789/819 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Management and Technology | en_US |
| dc.subject | Media and Communication | en_US |
| dc.subject | Television Advertisements | en_US |
| dc.subject | Buying Behavior of Consumers | en_US |
| dc.subject | Advertising Appeals | en_US |
| dc.subject | False Products | en_US |
| dc.title | Effect of Television advertisements on buying habitsof consumers | en_US |
| dc.title | Effect of television advertisements on buying habitsof consumers | en_us |
| dc.type | Thesis | en_US |
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