A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUMER DURABLE GOODS IN TIRUCHIRAPPALLI DISTRICT

Full text

484
Dr. R. Khader Mohideen and P. Saravanan, “A Study on Impact of Television Advertisement on
Purchase Decisions of Consumer Durable Goods In Tiruchirappalli District” – (ICAM 2016)
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON
PURCHASE DECISIONS OF CONSUMER DURABLE GOODS IN
TIRUCHIRAPPALLI DISTRICT
Dr. R. Khader Mohideen
Head, Jamal Institute of Management
Jamal Mohamed College (Autonomous), Tiruchirappalli – 620 020
P. Saravanan
Ph.D., Research Scholar in Commerce
Jamal Mohamed College (Autonomous), Tiruchirappalli – 620 020
ABSTRACT
Television Advertising helps to make the product appealing to a person's basic motives,
and influences their behavior and attitude towards the product. Many things that were
considered as luxuries till about 10 years ago have become necessities for most people today.
This has happened in the in case of consumer durable goods consumption also. The research
“A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable
Goods in Tiruchirappalli District”. The study has been conducted with primary data
comprising of 720 sample respondents who are the viewers of television advertisements. The
present study is focused on a study of important factors, service satisfaction and purchase
decision of consumer durables goods. Percentage analysis and weighted average correlation
analysis were used for analysis.
Key words: Television Advertisement, Consumer Durables, Purchase Decision
Cite this Article: Dr. R. Khader Mohideen and P. Saravanan. A Study on Impact of
Television Advertisement on Purchase Decisions of Consumer Durable Goods in
Tiruchirappalli District. International Journal of Management, 7(2), 2016, pp. 484-488.
http://www.iaeme.com/ijm/index.asp
ADVERTISING
Advertising plays an important role in the marketing process and aims at achieving the marketing
objectives, i.e., achieving target sales of the product or to increase the sales of the product not only in
the short run but also over an extended period of time by changing the behavioural attitude of the
consumers. The object can be achieved only if the product is widely publicized to audience – the
consumers, channel members and industrial users. Publicity carries an idea to the people. It is a general
term signifying efforts aimed at creating a mass appeal.
Advertising denotes a specific attempt to popularize a specific product or service at a certain cost.
It is a common form of non-personal communication about an organization and its products, idea,
services, etc., that is transmitted to a target audience through the mass media.
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 7, Issue 2, February (2016), pp. 484-488
http://www.iaeme.com/ijm/index.asp
Journal Impact Factor (2016): 8.1920 (Calculated by GISI)
www.jifactor.com
IJM
© I A E M E

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 484-488 © IAEME
485
Dr. R. Khader Mohideen and P. Saravanan, “A Study on Impact of Television Advertisement on
Purchase Decisions of Consumer Durable Goods In Tiruchirappalli District” – (ICAM 2016)
TELEVISION ADVERTISING
Television is often called “King” of the advertising media, since a majority of people spend more hours
watching television per day in comparison to any other medium. Television uses the combination of
sight, colour, sound and motion to create an effect. It makes its appeal through both the eye and the ear.
Television occupies and important place in the promotion of products due to its extensive spread
worldwide in general.
CONSUMER DURABLE GOODS
Those consumer goods which have long life and are used for a number of years are known as consumer
durable goods. As opposed to many goods that are intended for consumption in the short term,
consumer durable are intended to endure regular usage for several years or longer before replacement
of the product is required. Every household will contain at least a few items that may be properly
considered to be of a consumer durable nature. One of the most common of all consumer durables
would be the furniture found in the home. Another common example of consumer durables in the
possession of most households are, Television, air conditioners, Refrigerators, Washing machine,
Music system, Scooters, Cars, and Kitchen Equipments etc., fall in this group. Consumer durables of
this type are intended for use on a continuing basis, and often are sold with some type of warranty or
service contract that helps to ensure that the appliance will continue working for an appreciable period
of time. Most of the consumer durable goods are quite expensive and therefore consumers decision
does not depend merely on advertisement.
REVIEW OF LITERATURE
TekluGeremew, DejeneTariku (2015) Distribution Channel System Functionality: A Look at the
Practice of some selected Fast Moving Consumer Goods (FMCG) in South West Ethiopia Studying on
Distribution Channel System is eminent as it adds time and place value to customers. Fast moving
consumer goods (FMCG) pass through different channel paths and these channel members perform
different distribution channel functions. The goods considered in this study are cooking oil, Sugar, and
Wheat flour. The study tried to look the network of distribution channel in three different areas The
study followed exploratory and descriptive research design.
K. Krishnakumar and K. Radha (2014) The findings are: In the contemporary era, the influence and
impact of advertisement over both the classes and the masses has refined the entire ambience of
marketing. So, great is the power of advertisements to influence the buyers decision that it has become
mandatory for sellers to allocate fat budgets to the advertising of their products.
ChoubinehMohammad Mehdi, ZareiAzim, (2014) the Impacts of Television Advertising on brand
equity: The Mediating Effect of brand identity and personality in this research, the relationship between
Television Advertising, brand equity, and brand identity and personality is investigated. The aim of the
article is to examine the effect of Television Advertising on brand equity through brand identity and
personality among customers of Parjak Hygiene and Cosmetic in Tehran. The research method is a
descriptive survey. The study shows that Television Advertising generally increases brand equity, and
also assesses the influence of Mediating variables on brand equity building, such as the brand identity
and personality.
Naveen Rai (2013) attempted to analyse the impact of advertising on Consumer Behaviour and
Attitude with Reference to Consumer Durables. The Study analyzed the impact of advertisements in
influencing the consumer’s attitude to purchase the durable products like Television and Refrigerator,
etc. The findings of the study revealed that advertisement influence the behaviour and attitude
formation of consumers not only in India but also worldwide.
STATEMENT OF THE PROBLEM
It will be interesting to investigate the effect of television advertisement on consumer’s behaviour.
Consequently this study is an attempt to measure the effect of advertising on consumer in respect of
consumer durable goods. In fact, this study will help to know the effectiveness of television advertising
on consumers, the attitude of consumers towards advertising and the relationship between the
demographic character of consumers and impact of television advertisements on the purchase decisions
of the durable goods, and the impact of advertising factors on service satisfaction consumers of
Tiruchirappalli District.

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 484-488 © IAEME
486
Dr. R. Khader Mohideen and P. Saravanan, “A Study on Impact of Television Advertisement on
Purchase Decisions of Consumer Durable Goods In Tiruchirappalli District” – (ICAM 2016)
OBJECTIVES OF THE STUDY
The present research work is designed to achieve the following specific objectives with reference to
consumer durable products:
 To analysis the Demographic variables and profile of buyers of the Consumer Durable Goods.
 To examine the correlation between T.V. Advertisement and service satisfaction.
 To identify factors influencing purchase decision in respect of consumer Durable goods.
RESEARCH METHODOLOGY
The study is an empirical research based on the survey method which uses both primary and secondary
data.
SAMPLING METHOD AND SIZE
The researcher adopts convenience sampling method of non – probability sampling technique and the
sample size is 720 respondents residing in Tiruchirappalli District.
QUESTIONNAIRE DESIGN
The interview schedule was structured with 55 questions. The schedule was framed under three
headings namely personal information, Preference of TV advertisement and impact of TV
advertisement in buying decisions. The impact of TV advertisement satisfaction dimension was
measured using three points scale namely (1) Dissatisfaction, (2) Moderate Satisfaction and (3) High
Satisfaction.
DATA COLLECTION
For the purpose of the study both primary and secondary data have been used. Primary data were
collected from the respondents through questionnaire and secondary data have been collected from
various websites, articles, journals and Books.
DATA ANALYSIS
The collected data were tabulated and interpreted. The statistical tools used for analysis of the data, are
Descriptive statistics and Correlation analysis.
LIMITATIONS OF THE STUDY
The study covers only four major consumer durables namely Washing Machine, Refrigerator, Air
Conditioner and Television and video equipments. This study concentrates only on the respondents
opinion. The researcher did not collect any information related to advertising from the manufacturers of
consumer durable goods.
RESULTS AND DISCUSSION
TABLE 1 Demographic Variables
Demographic Variables
Category
Frequency
Percentage (%)
Gender
Male
423
59
Female
297
41
Age
Below 25
132
18
26-35
303
42
36-45
156
22
46-55
96
13
Above 55
33
5
Marital status
Married
477
66
Unmarried
243
34
Illiterate
31
4
School level
189
26

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 484-488 © IAEME
487
Dr. R. Khader Mohideen and P. Saravanan, “A Study on Impact of Television Advertisement on
Purchase Decisions of Consumer Durable Goods In Tiruchirappalli District” – (ICAM 2016)
Demographic Variables
Category
Frequency
Percentage (%)
Educational Qualification
College level
378
53
Professional
122
17
Occupation
Agriculturalist
68
10
GovtEmployee
111
15
Private Employee
234
33
Business
111
15
Professional
68
9
Student
64
9
House wife
64
9
Family Income (Rs.)
Below 10000
170
24
10001-20000
219
30
20001-30000
149
21
30001-40000
102
14
Above 40001
80
11
Residential Area
Urban
244
34
Semi-Urban
214
30
Rural
262
36
Total
720
100.0
Table 1 exhibits that the major group of the respondents (42%) belonged to the age group between
26 – 35 years, 59% are male respondents, 66% married respondents; college level educational
qualification (53%) happened to be dominant; (33%) of them were private employees, . 10,001 -
.20, 000 income group accounted for 30% and 34% respondents resided in urban area.
Table 2 Inter-correlation matrix between advertising factors and service satisfaction on consumer
durable goods based on television advertisement
Correlations
Overall
satisfaction
level
Timing of
purchase
Problems in TV
advertisement
Product
information
Overall satisfaction
level
Pearson
Correlation
1
0.328**
0.187**
0.369**
Timing of purchase
Pearson
Correlation
0.328**
1
0.335**
0.307**
Problems in TV
advertisement
Pearson
Correlation
0.187**
0.335**
1
0.231**
Product information
Pearson
Correlation
0.369**
0.307**
0.231**
1
N = 720; **Correlation is significant at the 0.01 level (2-tailed; p<0.01).
To find the direction of relationship between factors of advertising and service satisfaction of
consumer durable goods based on television advertisement, Karl Pearson’s correlation measure was
applied. Higher the correlation, higher will be the relationship between variables and which in turn
influences the customer satisfaction at a higher level. The above table clearly shows that there is a
significant positive relationship between the factors of advertising and service satisfaction of consumer
durable goods. The result does not show any negative relationship.
The correlation matrix presented in table, shows the significant and positive relation between the
advertising factors selecting and customer service satisfaction towards consumer durable goods based
on television advertisement. Among the independent variables Timing of Purchasing (r=0.328, p
<0.01), Problems in Television Advertisement ( r = 0.187, p <0.01) and Product Information ( r = 0.369,
p <0.01), are significantly and moderately correlated with service satisfaction.

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 484-488 © IAEME
488
Dr. R. Khader Mohideen and P. Saravanan, “A Study on Impact of Television Advertisement on
Purchase Decisions of Consumer Durable Goods In Tiruchirappalli District” – (ICAM 2016)
Table 3 Inter-correlation matrix between purchase decision factors and overall buying decision on
consumer durable goods based on television advertisement
Correlations
Buying decsion
Service
Brand loyality
Price
Buying decision
Pearson Correlation
1
0.839**
0.603**
0.836**
Service
Pearson Correlation
0.839**
1
0.340**
0.497**
Brand loyality
Pearson Correlation
0.603**
0.340**
1
0.322**
Price
Pearson Correlation
0.836**
0.497**
0.322**
1
N=720; **Correlation is significant at the 0.01 level (2-tailed).
The above table no. 3 clearly shows that there is a significant positive relationship between the
factors of purchase decision and buying decision of consumer durable goods. The result does not show
any negative relationship.
The correlation matrix presented in table, shows the significant and positive relation between the
independent factors and customer buying decision towards consumer durable goods based on television
advertisement. Among the independent variables Service (r=0.839, p <0.01), Brand Loyalty (r = 0.603,
p <0.01) and Price ( r = 0.836, p <0.01), are significantly and strongly correlated with buying decision.
CONCLUSION
Television advertisements hold a great impact and effect on the viewers. Most of the advertisements
usually convey their messages effectively in just a few seconds that the audience have unknowingly
captured the idea and internalized it buying the newest product advertised. The effects of television
advertising are impressive, affecting everyone children, teenagerss, and adults that self worth and self
appreciation are slowly diminishing. Hence advertisers should concentrate more on informative
product advertisement and it will increase the impact on the consumers.
REFERENCE
[1] S.A. Chunawalla, “Advertising, Sales and Promotion Management” – Himalaya
Publishing House, Mumbai, - 2009.
[2] Dr.S.L.Gupta and Hitesh Gupta, “SPSS 17.0 for Researchers” – International Book House
Pvt. Ltd., - 2011.
[3] Dr.Vijay Upagade and Dr.Arvind Shende, “Research Methodology”- S. Chand &
Company Ltd. – 2012
[4] TekluGeremew, DejeneTariku “Distribution Channel System Functionality: A Look at
the Practice of some selected Fast Moving Consumer Goods (FMCG) in South West
Ethiopia” Asian Journal of Research in Marketing Volume: 4, Issue: 2 April (2015) pp.
157-171 Online ISSN: 2277-6621.
[5] K. Krishnakumar and Radha (2014), A Study on Relevance Factor In Effectiveness of
Television Advertisements on Consumer Purchase Decision In Salem District,
International Journal of Business and Administration Research Review. Vol.I, Issue No.2,
Nov-Jan2014.
[6] ChoubinehMohammad Mehdi, ZareiAzim “The Impacts of Television Advertising on
brand equity: The Mediating Effect of brand identity and personality” Asian Journal of
Research in Marketing Volume: 3, Issue: 6 December (2014) pp. 39-52 Online ISSN:
2277-6621.
[7] Naveen Rai “ Impact of Advertising on consumer Behaviour and Attitude with Reference
to Consumer Durables”, International Journal of Management Research and Business
Strategy, Vol. 2, No. 2, April 2013, pp. 74-79.