Volume 11, Issue 3, June 2015, Pages 608–614
Ali Hassan1
1 MS MARKETING, Institute of Business & Management (IB&M), University of Engineering & Technology (UET) Lahore, Pakistan
Original language: English
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Television (TV) advertisement is considered one of the most effective medium to influence the purchase decision of consumers. This study aims to answer the question that whether the residential background of consumers i.e. rural and urban has a varying effect on the buying decision due to the television advertisements. This study also compares the effect of TV advertisements among the males and females. The data was obtained from the general public of Gujranwala city and its nearby villages. A sample of 400 questionnaires were circulated and out of these 302 responses recorded and compared. Results indicated that rural residents like the TV advertisements more than urban residents. It was also concluded that urban residents do not purchase the goods unless they do not actually need it. Female behaviour towards purchase is more prejudiced by the TV advertisements than their male counterparts. The study also portrayed that both gender groups and both residents think good when they look at the ad of the product that they are by now using or having.
Author Keywords: advertising, consumer, females, males, rural, television, TV, urban.
Ali Hassan1
1 MS MARKETING, Institute of Business & Management (IB&M), University of Engineering & Technology (UET) Lahore, Pakistan
Original language: English
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Television (TV) advertisement is considered one of the most effective medium to influence the purchase decision of consumers. This study aims to answer the question that whether the residential background of consumers i.e. rural and urban has a varying effect on the buying decision due to the television advertisements. This study also compares the effect of TV advertisements among the males and females. The data was obtained from the general public of Gujranwala city and its nearby villages. A sample of 400 questionnaires were circulated and out of these 302 responses recorded and compared. Results indicated that rural residents like the TV advertisements more than urban residents. It was also concluded that urban residents do not purchase the goods unless they do not actually need it. Female behaviour towards purchase is more prejudiced by the TV advertisements than their male counterparts. The study also portrayed that both gender groups and both residents think good when they look at the ad of the product that they are by now using or having.
Author Keywords: advertising, consumer, females, males, rural, television, TV, urban.
How to Cite this Article
Ali Hassan, “Effects of TV Advertisement on Consumer Buying Behaviour: A Comparative Study of Rural-Urban and Male-Female Consumers,” International Journal of Innovation and Applied Studies, vol. 11, no. 3, pp. 608–614, June 2015.
