Factors Influencing Consumer Behaviour of TV Viewer Respondents in Indore, India to Selected Convenience Products

Abstract

Television is a very influential media for delivering information. Television advertising is the best viewed and economical media ever invented. It has a possible advertising impact matchless by any other media (Saxena, 2005). Hence, it is necessary that research studies on the factors influencing consumer behavior towards television advertisements should be undertaken to understand their mindset in a better way and generate more reliable data with particular attention to product/service specific, region specific, group-specific, demographic variable specific and occasion specific studies. This study aims to identify the factors influencing the consumer behavior towards selected convenience products on the basis of frequently viewed television advertisements. A sample of 400 users selected randomly was studied. Standardized questionnaires were used to collect the data. The data were treated statistically using Principal Component Method of Factor Analysis and correlation. The analysis revealed that TV advertisements have significant impact upon the attitude of consumers towards selected convenience products. Eight major factors were found to be influential in determining the attitude of consumers towards TV advertisements. These factors were purchase motivating, value addition, positive recollection, credibility, efficacy, significance, influential, persuasive. The results suggest that TV advertisements provide much reliable information to the consumers about the products and also influence them in purchasing the product. The findings of the study will be helpful for the manufacturer/service providers, ad agencies and the research scholars for the designing of effective television advertisement.