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JK Journal of Management & Technology
ISSN 09750924 Volume 1, Number 1 (2009), pp. 6576
Research India Publications
http://www.ripublication.com/jkjmt.htm

The Impact of TV Advertising on Buying Behaviour:
A Comparative Study of Urban and Rural Teenagers

Vinod Kumar Bishnoi
1
and Ruchi Sharma
2


1
Reader, Haryana School of Business
Guru Jambheshwar University of Science & Technology, Hisar
1
E-mail: bishnoivk29@gmail.com,
2
E-mail: ruchisharma254@gmail.com

Abstract

This study aims to establish whether the residential background of consumers
has a varying influence on their buying decisions due to the influence of TV
advertising. The study was conducted on 866 teenagers of Haryana (431 male
and 435 female) of which 440 were rural and 426 were urban. The data was
analysed by applying counts, percentages, means and ANOVA. The study
suggests that rural teenagers like television advertising more than their urban
counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is
helpful in buying the new products. The urban teenagers do not buy TV
advertised products if they do not require those brands. They also like the
advertisements of the products that they are using and believe that products
are as good as expected from TV advertisements. Male teenagers buying
behaviour is more influenced by television advertisements than their female
counterparts.

Key Words: Teenagers, impact, television, advertising, rural

Introduction
Advertising is the non-personal communication of the information usually paid for
and persuasive in nature about products, services or ideas by identified sponsors
through the various media (Datta, 2008). The advertiser intends to spread his ideas
about the products and offerings among the prospects. Popularization of the products
is thus, the basic aim of advertising (Ramaswami & Namakumari, 2004). The
majority of the marketers use mass media for their marketing communications. The
choice of media is dependent upon the nature of the message and the intended target
audience (Etzel et al, 2008). Television advertising is the best selling and economical






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66 Vinod Kumar Bishnoi and Ruchi Sharma
media ever invented. It has a potential advertising impact unmatched by any other
media (Saxena, 2005). The advantage of television over the other mediums is that it is
perceived as a combination of audio and video features; it provides products with
instant validity and prominence and offers the greatest possibility for creative
advertising (Kavitha, 2006). Over a longer period of time, the TV set has become a
permanent fixture in all upper and middle class households, and it is not uncommon
even in the poorer society of urban areas and rural households (Shah & DSouza,
2008). Reactions to TV advertisements seem to be stronger than the reaction to print
advertisements (Corlis, 1999). The advertisers find it more effective to use television
rather than print media to reach consumers, partly due to low literacy rate (Ciochetto,
2004). TV advertising not only change emotions but give substantial message exerting
a far reaching influence on the daily lives of people (Kotwal et al, 2008).
Advertisers through television can reach a whole spectrum of consumers. The
children are exposed to an overwhelming amount of advertising (Cruz, 2004). A
young child in the age group of 13-19 constitutes teenager. Almost every child and
teenager in India is a regular viewer of television. They spend most of their free time
in front of television, watching programmes and channels of their choice (Dubey &
Patel, 2004). They watch nearly 20,000 TV commercials a year. The majority of
children believe television advertisements to be informative and most children
respond to them favourably (Cruz, 2004). They also exert a substantial influence on
their parents consumer decision making and spending (Hawkins et al, 2001). The
greater TV exposure is associated with more requests for the advertised products
(Robertson & Rossiter, 1977). Parents in dual income families have more
discretionary income and are busier and feeling guiltier and therefore are softer when
it comes to teenagers requests (Sellers, 1989). Marketers, who take advantage of
young peoples power to influence family purchase, choose commercials or television
programmes that reach children or teenage youth together with their parents (Kraak &
Pelletier, 1998). The teenagers have become a strong influencing group and even have
the ability to influence the purchase decisions in the family from cakes to cars
(Shashidhar & Adivi, 2006).
India is a developing country and majority of the people are living in rural areas
(Census, 2001). Rural consumers are fundamentally different from their urban
counterparts socially, psychologically, physiologically and literally (Selvaraj, 2007).
The total size of rural market is 123000 crore, which includes 65,000 crore FMCG
and 5,000 crore durables, 45,000 crore agri inputs and 8,000 crore two and four
wheelers market. The size of rural market is bigger than the urban for both FMCG
and durables as it accounts 53 and 59 percent of the market share respectively
(Kashyap & Raut, 2008). Hence, the buying behaviour of rural consumers has become
a hot-topic for discussion because rural India, in recent days, is enthusiastically
consuming everything from shampoo to motor cycles (Nagaraja, 2004). Having
realized the varying effects of TV advertising not only on the purchasing pattern but
also on the total lifestyle of teenagers, this paper is an endeavor to study the impact of
TV advertisements on the buying behaviour of the male and female teenagers of
different residential backgrounds i.e. rural and urban in the state of Haryana.







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The Impact of TV Advertising on Buying Behaviour 67
Literature Review
Indian advertising is a billion dollar industry today, and at a growth rate of 40-50%
per annum, one of the fastest growing industries in the country (Unnikrishnan &
Bajpai, 1996). The television medium is the most attractive and important place to
advertise. Most of the young people remain glued to the television and enjoy what
they see. As a wide range of products and services are consumed or used by children,
many companies tend to target them (Chandok, 2005). The National Readership
Survey IV and V estimated that 77% of urban population and 30% of rural population
has access to TV sets. The rural viewership is expected to go up to 45-48% by 2020.
As the number of TV sets increases, the appetite for entertainment of Indian viewers
has increased dramatically but there is fragmentation of viewership due to
availability of variety of channel/programme options. These programmes reach to
nearly 90% population of which 500 million Indians (nearly fifty percent of
population) watch television regularly as per Statistics of Doordarshan and other
researchers (Saxena, 2005). Saksena (1990) found that teenagers were influenced by
TV advertisement and mostly purchased those brands and products which are
advertised more on television.
Advertisers target teenagers because of their high disposable income, their
influence on parental purchases, their early establishment of loyalty to certain brands,
and a conventional wisdom that they buy products on impulse (Fox 1996; Mc Neal,
1999). A teenager possessing greater financial resources would have more money to
spend on discretionary items for her/himself and may also exert greater influence on
family purchases (Beatty & Talpade, 1994).
The girl teenagers are more attracted toward TV advertisements featuring
celebrities, children or jingles (Dubey & Patel, 2004). While purchasing cosmetics,
toiletries, stationary, gifts and cards, the girls give importance to informational input
by the TV advertisements into their decision to buy. It was also found that girls had
positive attitude towards TV commercials (Kotwal et al, 2008). The reason for higher
response rate among females for products could be the higher number of
advertisements is targeted at them (Dubey & Patel, 2004).
In the recent past rural India has been witnessing a sea change particularly in the
standard of living and life styles. With the population of over one billion, India is on
the threshold of becoming one of the worlds foremost consumer markets. About a
quarter of this huge mass of consumers is urbanized and about three-quarter are rural
(Sehrawet & Kundu, 2007). Ramana Rao (1997) observed that the boom in rural areas
is caused by factors such as increased discretionary income, rural development
schemes, improved infrastructure, increased awareness, expanding private TV
channel coverage and emphasis on rural market by companies.
Thus, it can be said the marketers and advertisers who are having eyes on this
market, must perceive opportunities to target rural consumers of India which is full of
young generation (Selvaraj, 2007). Kaur and Kaur (2002) explored fashion awareness
among rural and urban adolescents. They observed that television is the most
important media of information regarding fashion awareness among rural and urban
respondents.






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68 Vinod Kumar Bishnoi and Ruchi Sharma
North and Kotze (2001) observed that parents can use television advertisements in
various ways as a means of communicating and educating their children on consumer
matters. According to Liebeck (1998) teenagers are now more knowledgeable. They
are truly the internet generation, and get their news and information primarily from
television. Atkin (1978) observed that children or adolescents are most influential
when they are primary customers. There is a substantial variation in the amount of
teenagers influence in purchase decision for products for their own use and for their
family (Cotte & Wood, 2004).
All the products used by a customer are not necessarily those of advertisements
they liked. The key lies not only in the attractiveness of the advertisements, but also
the interest of the target (Dubey & Patel, 2004). For advertisers, India could represent
a golden opportunity for airing television advertisements (Fam & Waller, 2008).

Objective of the Study
This research is conducted with a view to study the impact of TV advertising on the
buying behaviour of teenagers in India. To achieve this objective, the following
hypotheses were framed:-
H01 There is no significant difference in the opinion of rural and urban teenagers
regarding the influence of TV advertising on their buying behaviour.
H02 There is no significant difference in the opinion of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.

Research Methodology
The present study is focused on the school/college going teenagers of Haryana to
know the influence of TV advertising on their buying behaviour. For this purpose, a
multistage sampling method was adopted. The study comprised of four districts of
Haryana which were selected at random from all the administrative divisions. The
data for urban respondents was collected from these districts. Further, two villages
from each district were selected in such a manner that one village lies near to the city
and the other lies far away from the city and also having senior secondary school. The
nearness was considered upto 20 kilometers from the district.
While conducting the survey, due care was given to the respondents of different
walks of life, i.e. different gender, area of residence, educational standards, economic
backgrounds and age groups. It was decided to involve teenagers in the age group of
13-19 studying in, grade 7-9, 10-11 and 12 & above in the survey and were regular
viewers of TV.
A total of 1000 questionnaires (250 in each administrative division) were
circulated among the respondents. Out of the collected questionnaires, a total of 866
questionnaires were considered fit for the analysis. Of these, 440 were from rural and
426 were from urban respondents. Further details are shown in Table 1 and 2.









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The Impact of TV Advertising on Buying Behaviour 69
Table 1: Characteristics of the sample.

Residential
Background

Demographic
Variables

Categories
Rural Urban Total
Male 221(51.2) 210(48.8) 431(49.7)
Gender Female 219(50.4) 216(49.6) 435(50.3)
1315 135(44.8) 166(55.2) 301(34.8)
1517 157(49.2) 162(50.8) 319(36.8)


Age (in years) 1719 148(60.2) 98(39.8) 246(28.4)
79 143(45.2) 174(54.8) 317(36.6)
1011 178(57.2) 133(42.8) 311(35.9)

Education
(As per class) 12&above 119(50.0) 119(50.0) 238(27.5)
<1,00,000 285(90.2) 31(9.8) 316(36.8)
1,00,0003,00,000 127(39.3) 196(60.7) 323(37.0)
Annual Income
of parents
(Rs in lakhs) >3,00,000 28(12.3) 199(87.7) 227(26.2)
Total 440(50.8) 426(49.2) 866(100)
Figures in parentheses show percentages

Table 2: Distribution of sample.

Administrative Divisions
Residential background

AD1 AD2 AD3 AD4 Total
Rural 119 113 107 101 440
Urban 112 112 102 100 426
Total 231 225 209 201 866
AD1, Hisar Administrative division; AD2, Rohtak Administrative division; AD3,
Ambala Administrative division; AD4, Gurgaon Administrative division.

A comprehensive questionnaire was constructed covering 30 variables related to
the impact of TV advertising. Besides general information about the respondents,
different issues related to the impact of TV advertisements were addressed. Out of
these only one issue related to buying behaviour was considered. Therefore, only 14
dependent variables (Table 3) related to this study out of the total 30 dependent
variables were selected and analysed.
All the responses on variables related to this study were obtained on 5-point scale
(from point 5 for strongly agreeing with the statement to point 1 for strongly
disagreeing). The one way analysis of variance (ANOVA) has been applied to analyse
the dependent variables from the point of view of gender (Table 4) and area of
residence (Table 5). The scale of variables was also put to reliability test and the
obtained value of Cronbachs alpha was 0.759, which is considered satisfactory.







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70 Vinod Kumar Bishnoi and Ruchi Sharma
Table 3: Description of variables.

Variable no. Description
V1 I like TV advertisements.
V2 I often want products seen in TV ads.
V3 No doubt, TV advertisement increases the frequency of purchase.
V4 I feel that exposure to TV ads has enhanced my involvement in
purchasing.
V5 I mostly purchase products shown in TV ads.
V6 I feel TV ads make the purchase of the products easier.
V7 Due to TV ad exposure I have started experimenting new products.
V8 I engage in the process of buying TV advertised products.
V9 I feel my demand for products purchase is influenced by TV ads.
V10 I feel good when I watch the ads of the products I am already
using.
V11 TV ads help me to find the best products.
V12 TV ads induce me to buy products for enjoyment even though I do
not require them.
V13 Due to TV ad exposure, my family members collectively decide
products to be purchased.
V14 Quality of product is as good as expected from TV ads.

Results and Discussions
As mentioned in the research methodology, the scale consisting of 30 dependent
variables was analysed related to the impact of TV advertising. Out of these only one
issue related to buying behaviour was considered. Therefore, only 14 variables
relating to this study were selected and analysed.
The results of ANOVA state that there is no significant difference in the views of
male and female teenagers (P0.52) on the liking of TV advertisements. This is also
evident from the minimal variations in the mean scores (i.e. male, x = 3.89 and female
x =3.85). Further, the rural and urban consumers vary significantly (P0.03) on this
issue (Table 5). Mean scores (Table 5) also reveal that the rural teenagers (x =3.93)
like television advertisements more than their urban counterparts (x = 3.81).
Teenagers of different gender groups (P0.17) (Table 4) and residential
background (P0.77) (Table 5) do not vary in their views on the variable that they
often want products seen in TV advertisements. This is also endorsed by the mean
scores.
The variable that the frequency of purchase increases due to TV advertisements
has an insignificant influence on teenagers of different gender groups (P0.29) (Table
4). However, the impact of this variable differs significantly (P0.00) according to the
residential background. Rural teenagers (x =3.62) are comparatively more influenced
than the urban (x =3.33) respondents on this parameter.







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The Impact of TV Advertising on Buying Behaviour 71
Table 4 Summary of ANOVA & Mean Scores for the Dependent Variables on the
Basis of Gender.

Gender
Sr.no.

Dependent Variables Male Female

F-value

Sig.
V1 I like TV advertisements. 3.89 3.85 0.41 0.52
V2 I often want products seen in TV ads. 3.05 2.95 1.87 0.17
V3 No doubt, TV advertisement increases
the frequency of purchase.
3.44 3.51 1.13 0.29
V4 I feel that exposure to TV ads has
enhanced my involvement in
purchasing.

3.57

3.34

9.41

0.00*
*
V5 I mostly purchase products shown in
TV ads.
3.01 2.97 0.34 0.56
V6 I feel TV ads make the purchase of the
products easier.
3.94 3.75 7.92 0.01*
*
V7 Due to TV ad exposure I have started
experimenting new products.

3.44

3.27

5.60

0.02*
V8 I engage in the process of buying TV
advertised products.
3.04 2.85 7.50 0.01*
*
V9 I feel my demand for products purchase
is influenced by TV ads.
3.64 3.57 0.72 0.40
V10 I feel good when I watch the ads of the
products I am already using.

3.81

3.76

0.40

0.53
V11 TV ads help me to find the best
products.
3.75 3.60 4.96 0.03*
V12 TV ads induce me to buy products for
enjoyment even though I do not require
them.

2.70

2.61

1.26

0.26
V13 Due to TV ad exposure, my family
members collectively decide products
to be purchased.

3.15

3.07

0.97

0.32
V14 Quality of product is as good as
expected from TV ads.
2.97 2.81 3.32 0.07
** Significant at 1% level
* Significant at 5% level

The gender effect (P0.00) (Table 4) and residential background (P0.00) (Table
5) has a varying influence on teenagers in considering that exposure to TV
advertisements has enhanced their involvement in purchasing. The male respondents
(Table 4) (x =3.57) have higher acceptance to this variable in comparison to their
female counterparts (x =3.34). Further, mean scores in table 5 shows that rural
teenagers (x =3.58) have stronger acceptance on this parameter in comparison to the
urban teenagers (x =3.33).






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72 Vinod Kumar Bishnoi and Ruchi Sharma
Table 5 : Summary of ANOVA & Mean Scores for the Dependent Variables on the
Basis of Area of Residence.

Area of
Residence

Sr.no.

Dependent Variables
Rural Urban

F-value

Sig.
V1 I like TV advertisements. 3.93 3.81 4.57 0.03*
V2 I often want products seen in TV ads. 2.99 3.01 0.09 0.77
V3 No doubt, TV advertisement
increases the frequency of purchase.
3.62 3.33 15.90 0.00**
V4 I feel that exposure to TV ads has
enhanced my involvement in
purchasing.
3.58 3.33 11.00 0.00**
V5 I mostly purchase products shown
in TV ads.
3.04 2.94 1.64 0.20
V6 I feel TV ads make the purchase of
the products easier.
3.95 3.73 11.12 0.00**
V7 Due to TV ad exposure I have started
experimenting new products.
3.54 3.16 28.25 0.00**
V8 I engage in the process of buying
TV advertised products.
3.03 2.85 6.03 0.01**
V9 I feel my demand for products
purchase is influenced by TV ads.
3.68 3.53 4.30 0.04*
V10 I feel good when I watch the ads of
the products I am already using.
3.93 3.64 16.51 0.00**
V11 TV ads help me to find the best
products.
3.86 3.48 29.61 0.00**
V12 TV ads induce me to buy products
for enjoyment even though I do not
require them.
2.46 2.86 23.61 0.00**
V13 Due to TV ad exposure, my family
members collectively decide
products to be purchased.
3.25 2.96 14.37 0.00**
V14 Quality of product is as good as
expected from TV ads.
2.51 3.26 83.51 0.00**
** Significant at 1% level
* Significant at 5% level



The gender effect (P0.56) (Table 4) and residential background (P0.20) (Table
5) effect do not influence the teenagers on the parameter that they mostly purchase
products shown in TV advertisements. The insignificant variation in the mean scores
of both independent variables also supports the results.






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The Impact of TV Advertising on Buying Behaviour 73
Teenagers of different gender groups (P0.01) (Table 4) and residential
background (P0.00) (Table 5) discriminate their views on the variable that TV
advertisements make the purchase of the products easier. A perusal of mean scores in
Table 4 shows that the male respondents (x =3.94) have higher positive response to
this variable than their female counterparts (x =3.75). Further, Table 5 explains that
rural teenagers (x =3.95) have comparatively stronger inclination on this statement
than the urban (x =3.73) teenagers.
The parameter that teenagers buy the new product they watch on TV
advertisements has a varying impact on the teenagers of different gender groups
(P0.02) and residential background (P0.00). Table 4 reveals that male teenagers (x
=3.44) agree more on the statement than their female counterparts (x =3.27). The
rural teenagers (x =3.54) provided more value to this parameter in comparison to the
urban (x =3.16) teenagers (Table 5).
The results of ANOVA states that the teenagers of different gender groups
(P0.01) and area of residence (P0.01) have varying opinion on the issue that they
engage in the process of buying TV advertised products. Table 4 discloses that the
male respondents (x =3.04) have positive opinion about the statement whereas female
(x =2.85) do not support this aspect. Further, Table 5 signifies that the rural teenagers
(x =3.03) have favourable node on the statement whereas the urban teenagers do not
agree (x =2.85) on this parameter.
Table 4 highlights that the teenagers of different gender groups (P0.40) do not
discriminate on the variable that their demand for the products purchased is
influenced by TV advertisement. However, the residential background (P0.04)
(Table 5) effect has significant impact on the parameter. The cell means of table 5
indicate that the rural teenagers (x =3.68) strongly agree on the parameter in
comparison to the urban (x =3.53) respondents.
Table 4 gauges that there is an insignificant variation (P0.53) between the views
of male (x =3.81) and female (x =3.76) teenagers on the variable that they feel good
when they watch the advertisements of the products they are already using. However,
the residential background effect (P0.00) (Table 5) indicates that the rural and urban
teenagers vary significantly on the parameter. The mean scores in table 5 show that
the rural teenagers (x =3.93) have stronger acceptance on this parameter as compared
to the urban teenagers (x =3.64).
Teenagers of different gender groups (P0.03) and residential background
(P0.00) differ significantly in their opinions on the statement that TV advertisements
help them to find the best products. A perusal of mean scores in table 4 explains that
female respondents (x =3.60) have lesser acceptance to this variable in comparison to
their male counterparts (x =3.75). Further, table 5 reveals that rural teenagers (x
=3.86) comparatively have stronger acceptance on this parameter than urban
teenagers (x =3.48).
The results of ANOVA indicate that there is no significant (P0.26) variation in
the views of male and female teenagers on the aspect that TV advertisements induce
them to buy products for enjoyment even though they do not require them. Both male
(x =2.70) and female respondents (x =2.61) disagree on the parameter. Further, rural
and urban consumers differ significantly (P0.00) on the parameter. Table 5 shows






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74 Vinod Kumar Bishnoi and Ruchi Sharma
that the rural teenagers (x =2.46) strongly oppose the statement as compared to the
urban teenagers (x =2.85).
Table 4 exhibits an insignificant (P0.32) difference between the male (x =3.15)
and female (x =3.07) teenagers on the parameter that due to TV advertisements
exposure, the family members collectively decide products to be purchased. Further,
Table 5 depicts that rural and urban consumers differ significantly (P0.00) on the
parameter. The rural teenagers (x =3.25) agree to the statement while urban (x =2.96)
teenagers disagree on the parameter.
The results of ANOVA indicate that there is discrimination (P0.07) (Table 4) in
the views of male and female teenagers on the parameter that the quality of product is
as good as expected from TV advertisements. Both male (x =2.97) and female
respondents (x =2.81) disagree on the parameter. Further, the area of residence effect
varies significantly (P0.00) on the parameter. Table 5 shows that the rural teenagers
(x =2.51) disagree on the statement whereas the urban teenagers (x =3.26) accepts the
parameter.

Conclusion
The study suggests that rural teenagers like television advertising more than their
urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase. They prefer to buy and experiment with the new products.
Rural teenagers collectively decide with their family members, products to be
purchased due to exposure to TV advertisements while it is not so with their urban
counterparts. The urban teenagers do not agree to buy the advertised products if they
do not require them. They like the advertisements of the products they are already
using and believe that the quality of the product is as good as expected from TV
advertisements.
It can also be concluded that there is a considerable variation in the perception of
both rural and urban teenagers on the issue that demand for product purchase is
influenced by TV advertisements. Further, the study also revealed that the buying
behaviour of male teenagers is more influenced by television advertisements than
their female counterparts.

Future research directions
This research is particularly focused on TV advertising impact on buying behaviour of
teenagers related to different residential backgrounds (i.e., rural and urban) and
gender groups (i.e., male and female). Further research is needed by inclusion of all
popular mass-media and coverage of all major dimensions of buying behaviour.
This study is conducted in the four administrative divisions of the state of Haryana
in India. More comprehensive studies should be conducted at national or international
levels by increasing the sample size.








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The Impact of TV Advertising on Buying Behaviour 75
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