“A STUDY ON ADVERTISING THROUGH TELEVISION

MEDIA – EFFECT ON CONSUMER BUYING BEHAVIOUR”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SONA JOSEPH
(CCASBCM114)

Under the supervision of

Ms. KRISHNA A. S.

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON

ADVERTISING THROUGH TELEVISION MEDIA – EFFECT ON
CONSUMER BUYING BEHAVIOUR” is a bonafide record of project done
by SONA JOSEPH, Reg. No. CCASBCM114, under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree
of BACHELOR OF COMMERCE and it has not previously formed the basis
for any Degree, Diploma and Associateship or Fellowship.

PROF. K. J. JOSEPH Ms. KRISHNA A. S.

Co-ordinator Project Guide

 DECLARATION

I, SONA JOSEPH, hereby declare that the project work entitled “A

STUDY ON ADVERTISING MEDIA – EFFECT ON CONSUMER BUYING
BEHAVIOUR” is a record of independent and bonafide project work carried
out by me under the supervision and guidance of Ms. Krishna A.S., Assistant
Professor, Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda SONA JOSEPH

Date: CCASBCM114
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev. Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K. J. Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mr. Lipinraj K., Class teacher for their cordial support,
valuable information and guidance, which helped me in completing this task
through various stages.

I express my sincere gratitude to Ms. Krishna A. S., Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLE OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–3

CHAPTER 2 REVIEW OF LITERATURE 4–5

THEORETICAL
CHAPTER 3 6 – 13
FRAMEWORK

DATA ANALYSIS AND

CHAPTER 4 14 - 37
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 38 – 40
& CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES

TABLE TABLES PAGE NO.

NO.
4.1 showing the gender classification of consumers 14
4.2 showing the age classification of 15
consumers
4.3 showing the occupation of the consumers 16
4.4 showing the monthly income of the consumers 17
4.5 showing the agreement of consumers who 18
watch TV ad
4.6 showing the most preferred medium of ad 19
4.7 showing satisfaction towards necessity of TV 20
ads to attract the consumers
4.8 8 showing satisfaction towards influence of TV 21
ads on buying of unwanted products
4.9 showing satisfaction towards attractiveness of 22
TV ads than other medium
4.10 showing satisfaction towards influence of TV 23
ads to understand the new trends
4.11 showing satisfaction towards influence of TV 24
ads to know about the offers/discounts
4.12 showing satisfaction towards usefulness of TV 25
ads to promote new product
4.13 showing satisfaction towards influence of TV 26
ads on purchasing behavior
4.14 showing frequency of purchasing over TV ads 27

4.15 showing positive impact of TV ad on 28

 purchasing behaviour
4.16 showing the influence of friends/family in the 29
purchasing decision
4.17 showing the influence of TV ads in shifting the 30
brands
4.18 showing the frequency of products surviving 31
without TV ads
4.19 showing the most attracting factor of TV ads 32
4.20 showing the factors motivating to purchase a 33
product
4.21 showing the products mostly bought by 34
watching TV ads
4.22 showing the extent to which consumer has been 35
fooled/mislead through TV ads
4.23 showing the factors by which consumers are 36
mislead/fooled through TV ads
4.24 showing the rating towards the questionnaire 37
 LIST OF FIGURES

FIGURE FIGURES PAGE NO.

NO.
4.1 showing the gender classification of consumers 14
4.2 showing the age classification of 15
consumers
4.3 showing the occupation of the consumers 16
4.4 showing the monthly income of the consumers 17
4.5 showing the agreement of consumers who 18
watch TV ad
4.6 showing the most preferred medium of ad 19
4.7 showing satisfaction towards necessity of TV 20
ads to attract the consumers
4.8 8 showing satisfaction towards influence of TV 21
ads on buying of unwanted products
4.9 showing satisfaction towards attractiveness of 22
TV ads than other medium
4.10 showing satisfaction towards influence of TV 23
ads to understand the new trends
4.11 showing satisfaction towards influence of TV 24
ads to know about the offers/discounts
4.12 showing satisfaction towards usefulness of TV 25
ads to promote new product
4.13 showing satisfaction towards influence of TV 26
ads on purchasing behavior
4.14 showing frequency of purchasing over TV ads 27

4.15 showing positive impact of TV ad on 28

purchasing behavior
4.16 showing the influence of friends/family in the 29
purchasing decision
4.17 showing the influence of TV ads in shifting the 30
brands
4.18 showing the frequency of products surviving 31
without TV ads
4.19 showing the most attracting factor of TV ads 32
4.20 showing the factors motivating to purchase a 33
product
4.21 showing the products mostly bought by 34
watching TV ads
4.22 showing the extent to which consumer has been 35
fooled/mislead through TV ads
4.23 showing the factors by which consumers are 36
mislead/fooled through TV ads
4.24 showing the rating towards the questionnaire 37
 CHAPTER 1

INTRODUCTION
1.1 Introduction
Advertising is a marketing concept which aims to influence the buying
behaviour of customers. Whereas consumer behaviour is the process and
activity by which people select, purchase, evaluate and consume the product or
service to satisfy the need or want. In older times, marketers used different
signs and symbols to market their products and also to create awareness for the
customers. With the advancement and technology development, now
organisations focus to use print and electronic media excessively. Use of
different marketing promotional strategies has been identified as an effective
tool of creating awareness among the consumer population. Here, television
advertisement is considered one of the most effective medium to influence the
purchase decision of the consumers. Television is an important component of a
media plan because of its pervasiveness, impact and targeting abilities.
Television and advertising together present a lethal combination and has
become an integral part of modern society. It is the most convenient route to
reach youth customers. The impact of television is vital because of its
enormous potential as an audio-visual communicator. Study critically evaluates
the factors which shape the buying behaviour and provides the deep insights
towards the role of advertisement shaping the consumer behaviour. The study
is conducted to check that how television advertisements affect the purchase of
the consumers. This study aims to understand the relationship between
advertising and consumer buying behaviour. It examines that whether it is
successful in both gender group; men and women. When consumer buy
products there are number of factors that influence them and affect the decision
of purchasing the product. So the study aims to understand those factors.

1
1.2 Statement of the problem
Advertising has been a subject over centuries ago. But it was then thought of as
a waste of resource and an increase in cost of production for one to advertise on
products because the consumers were not in any way going to respond to that.
The advancement in transportation and technology, made the consumers to
respond to it. In this study, the main concern is to analyse ‘the effect of
advertising through television media on consumer buying behaviour.
1.3 Scope of the study
With the introduction of television in our daily life, it has become a need for
every people to get access to television. The study aims on analysing the affect
of advertisement through television on the purchasing behaviour of the
consumers. It examines whether it is successful in both gender, men and
women. Through the study, we would be able to understand the relationship
between advertising and consumer buying behaviour.
1.4 Objectives of the study
 To assess the effect of television advertising on consumer buying
behaviour.
 To understand the relationship between advertising and consumer
buying behaviour.
 To examine whether it is successful in both gender, men and women.
1.5 Research design
1.5.1 Nature of study
A descriptive study is undertaken in this project.
1.5.2 Nature of data
The nature of data is either primary or secondary data.
1.5.3 Sources of data
Primary data and secondary data are collected for the study. The primary data
are collected from the consumers of Kallamkunnu locality. The secondary data
are collected from various articles, internet, books, and other researches.

2
1.6 Sampling design
The study is conducted among the consumers of Kallamkunnu locality.
1.6.1 Nature of population

The population is the consumers of Kallamkunnu locality.

1.6.2 Sampling unit

The sampling unit chosen are the consumers of Kallamkunnu locality.

1.6.3 Method of sampling

The sampling method used for the study is convenient sampling.
1.6.4 Sampling size
The sample size taken for the study is 50.
1.7 Tools of data analysis
Suitable statistical technique can be used in the interpretation of the data to
draw out a meaningful picture of the results from the collected data. In the
present study, the statistical measure used is:
- Graphs
- Percentage
1.8 Limitations
 This sample may not be considered as a good representative of the
whole population.
 Some of the respondents were reluctant to answer.
1.9 Chapterisation
 Chapter 1: Introduction includes statement of problem, objectives of
the study, research design, research methodology, limitations of the
study.
 Chapter 2: Review of literature includes empirical reviews.
 Chapter 3: Theoretical framework
 Chapter 4: Data analysis and interpretation includes interpretation of
data.
 Chapter 5 : Findings, suggestions and conclusion.

3
 CHAPTER 2
REVIEW OF LITERATURE

4
2.1 Introduction

For any research, the survey of related literature is of utmost importance

because it throws light on the issues relating to the study. It helps the researcher
for a well-conceived and a planned approach in conducting the study.

2.2 Empirical literature

 Jerome D. Scott (1943) had an opinion that the effects on advertising

outlays upon profit and liquidity are important considerations in setting
outer limits for advertising. He also describes that normally a time lag
occurs between advertising outlay and sale results.
 Mr. McGrath and Mr. Mahood (2004) in their study on ‘impact of
advertisement among consumers’ have observed that the products with
high level of involvement score high on various measures of
effectiveness of the advertisement.
 Chiang, D.A, Y.H. Wang and S.P. Chen (2010) in their paper
developed a methodology to detect the existence of repeat-buying
behaviour and discover the potential period of repeat-buying behaviour.
They propose a new mathematical model to capture the characteristics
of repeated-buying behaviour. The results of the study showed that the
proposed model can predict likely periodic purchase more precisely than
any other previous studies.
 Sonkusare geeta, (March, 2013) makes an attempt to test the Impact of
television advertising and on women consumer’s buying behaviour.
Under the study the factors like social and personal influence the women
to make a purchase decision. It was revealed that the women consumers
consider the advertisements as the main source of information about the
FMCG product before taking a buying decision.
 Shukla Pritesh Kumar Y (2013) concluded that television plays an
important role to increase competitiveness in rural areas. It was found

4
 that majority of rural respondents are using television as their main
source of information.
 Lokesh Sharma, Archana Singh & Dr. Parul D. Agarwal (2014)
revealed that the adults strongly believe that the television
advertisements have considerably influenced their buying process, rural
respondents are found more influenced by advertisements in their
product purchase decisions in comparison to the urbanites TV
advertisements have impact on their mind.
 T. Vijaya Chithra, S. Kothai (2015) cited that television is said to be
king of all varieties of media of advertising. It was noted that it
generates revenue to various television channels and also the advertisers
as well as producers through proper and effective advertising. This study
makes an attempt in studying the television viewing behaviour of the
consumers and the impact of television advertising on the purchase
decision of the consumers
 Ibitsyo & Tejumaiye (2015). They used method of survey research and
questionnaire was chosen as data collection instruments. It was found
out from this study that 97% of the students are influenced by
advertisements with the use of celebrity in advertisements.
 Sukhinani Mohit Gupta (2016). This study attempted to identify how
television advertisements played a role in transforming the life study of
rural consumers. This study also stated that the competitive players
penetrating rural markets should focus on occupation and gender while
devising advertising strategies for rural consumers.
 Opeodu and Gbadebo (2017) in the light of the varied influence of
different media platforms indicated that an advertisement on various
media platforms plays a vital role in influencing consumer’s choice.
Hence, wise choice of media platform for advertisements is key for the
promotion of products and services.

5
 CHAPTER 3

THEORETICAL FRAMEWORK

6
3.1 Introduction

The objectives of all business are to make profit and merchandising concern
can do that by increasing its sales and remunerative prices. This is possible, if
the product is widely polished to be audience to the final consumers, channel
members and industrial users and through convincing arguments it is persuaded
to buy it. Publicity makes a thing or an idea known to people. It is generally
item indicating efforts at mass appeal. As personal stimulation of demand for a
product service or business unit by planning commercially significant news
about it in a published medium or obtaining favourable presentation of it upon
video television or stage that is not paid for by the sponsor. On the other hand,
advertising denotes a specific attempt to popularize a specific product or
service at a certain cost. It is method of publicity. It is a common form of non-
personal communication about an organisation or its product ideas or services
that is transmitted to a target audience through a mass medium. In a common
parlance the term publicity and advertising are used synonymously.

Advertising

Advertising is a marketing communication that employs an openly sponsored,

sponsored, non-personal message to promote or sell a product, service or idea.
A television advertisement is a span of television programming produced and
paid for by an organisation. It conveys a message promoting, and aiming to
market, a product or service. The object is always to bring public to notice
some articles or services, to create a demand to stimulate buying and in general
to bring together the man with something to sell and the man who has means or
desire to buy it.

Basic features of advertising

On the basis of various definitions advertising has certain basic features.

1. It is a mass non-personal communication.

2. It is a matter of record.

6
 3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.

The communication media is diverse such as print (newspapers and

magazines).

Functions of advertising

For many firms advertising is the dominant element of the promotional mix-
particulars for those manufactures that produce convenience goods such as
detergent, non-prescription drugs, cosmetics, soft drinks and grocery products.
Advertising is also used extensively by maters of automobiles, home
appliances, etc, to introduce new product features, its uses, its attributes, its
availability, etc. Advertising can also help to convince potential buyers that a
firm’s product or service is superior to competitor’s product in make in quality,
in price, etc. It can create brand image and reduce the likelihood f brand
switching even when competitors lower their prices of offer some attractive
incentives.

Advertising is particularly effective in certain other spheres too such as:

1. When consumer awareness of product or service is at a minimum.

2. When sales are increasing for all terms in an industry.
3. When a product is new and incorporation technological advance and
strong and
4. When primary buying motive exists.

It performs the following function:

1. Promotion of sales.
2. Introduction of new product awareness.
3. Mass production facilitation.
4. Carry out research.
5. Education of people.

7
Television advertisement

A television advertisement (also called a television commercial, commercial,

advert, TV advert or simply ad) is a span of television programming produced
and paid for by an organisation. It conveys a message promoting, and aiming to
market, a product or service. Advertisers and marketers may refer to television
commercials as TVs.

With the emergence of over-the-top media services, the internet itself has
become a platform for television, and hence TV advertising. TV attribution is a
marketing concept whereby the impact television ads have on consumers is
measured.

Benefits of television advertisement

Contrary to some current beliefs, television advertising still has many

advantages for brands. Many Americans turn to TV as an escape from daily
stressors due to the COVID-19 pandemic. Television ads, when done well, can
be persuasive and evoke emotional connections. The 6 advantages identified
are below;

1. TV reaches large audience

2. Viewer spend more time with TV
3. TV attracts loyal viewers
4. TV and online work together
5. Ad formats adapt to improve viewing experience
6. TV advertising can be affordable

Consumer behaviour

Consumer behaviour is the study of individuals, groups organisations and all

the activities associated with the purchase, use and disposal of goods and
services, and how consumers emotions, attitudes and performances affects the
buying behaviour.

8
The term consumer buying behaviour can refer to individual consumers as well
as organisational consumes, and more specifically, an end user, and not
necessarily a purchaser, in the distribution chain of a good or service.

Consumer behaviour is concerned with:

i. Purchasing activities: The purchase of goods or services; how

consumers acquire products and services, and all the activities leading
up to a purchase decision, including information search, evaluating
goods and services and payment methods including the purchase
experience.
ii. Use or consumption activities: Concerns the who, where, when and
how of consumption and the usage experience, including the symbolic
associations and the way that goods are distributed within families or
consumption units.
iii. Disposal activities: Concerns the way that consumers dispose of
products and packaging; may also include reselling activities such as
eBay and second-hand markets.

Consumer responses may be

i. Emotional or affective responses: refer to emotions such as feelings or

moods,
ii. Mental or cognitive responses: refer to the consumer’s thought
processes,
iii. Behavioural or conative responses: refer to the consumer’s observable
responses in relation to the purchase and disposal of goods or services.

Factors influencing consumer buying behaviour

The consumer buying behaviour is influenced by several factors or forces.

1. Internal or psychological factors

9
 The buying behaviour of consumers is influenced by a number of
internal or psychological factors. The most important one is motivation
and perception.
a. Motivation
A motive can be defined as a drive or an urge for which an
individual seeks satisfaction. It becomes a buying motive when
the individual seeks satisfaction through the purchase of
something. Motivation acts as a driving force that impels an
individual to take action to satisfy his needs.
b. Perception
Perception is the organisation, identification, and the
interpretation of sensory information in order to represent and
understand the presented information or environment. All
perception involves signal that go through the nervous system,
which in turn result from physical or chemical stimulation of the
sensory system.
2. Social factors
Man is a social animal. Hence, our behavioural patterns, likes and
dislikes are influenced by the people around us to a great extent. We
always seek confirmation from the people around us and seldom do
things that are not socially acceptable. The social factors influencing
consumer behaviour are family, reference groups, roles and status.
a. Family
Family influence on the individual personality, characteristics,
attitudes and evaluation criteria and family also influence on the
decision making process involved in the purchase of goods and
services.
b. Reference group
A reference group is a group of people who strongly influence a
person’s attitudes values and behaviour directly or indirectly. It is a
group of people with whom an individual associates.

10
 c. Roles and status
People chose products that communicate their role and status in
society. Marketers must be aware of the status symbol potential of
products and brands.
3. Cultural factors
According to human behaviour, a set of values determine and drive
behavioural patterns to a very extent. These values include achievement,
success, efficiency, progress, material comfort, practicality,
individualism, freedom, humanitarianism, youthfulness and practicality.
Cultural factors consist of culture, sub-culture and social class.
a. Culture
Culture is the most fundamental determinant of a person’s want and
behaviour. Culture is a set of beliefs and values that are shared by
most people within the group.
b. Sub-culture
Each culture consists of smaller sub-cultures that provide more
specific identification and socialisation for their members. Many
sub-cultures make up important market segments and marketers
have to design products and marketing programs tailored to their
needs.
c. Social class
Consumer behaviour is determined by the social class to which they
belong. There are three different social classes in our society. They
are upper class, middle class and lower class. These three social
classes differ in their buying behaviour.
4. Economic factors
Economic factors that influence consumer behaviour are personal
income, family income, income expectations, savings, liquid asset of the
consumer, consumer credit and other economic factors.
a. Personal and family income

11
 The personal income is the determinant of his buying behaviour.
An increase in income leads to an increase in the expenditure on
shopping goods, luxuries etc., which improves the standard of
living of a person. Family income influences the buying behaviour
of the family.
b. Income expectations
Income expectations are one of the most important determinants of
the buying behaviour of an individual. If he expects any increase in
his income, he is tempted to spend more on shopping goods,
durable goods and luxuries.
c. Savings
Savings also influence the buying behaviour of an individual. A
change in the amount of savings leads to a change in the
expenditure of an individual. If a person decides to save more out
of his present income, he will spend less on comforts and luxuries.
d. Other economic factor
Other economic factors like business cycles, inflation, etc. also
influence the consumer behaviour.
5. Personal factor
Personal factors also influence buyer behaviour. The important personal
factors, which influence buyer behaviour, are age occupation, income
and life style.
a. Age
Age of a person is one of the important factors influencing buyer
behaviour. People buy different products at their different stages of
cycle. Their taste, preference, etc also change with change in life
cycle.
b. Occupation
Occupation or profession of a person influences his buying
behaviour. The life styles and buying considerations and decisions
differ widely according to the nature of the occupation.

12
 c. Income
Income level of people is another factor which can exert influence
in shaping the consumption pattern. Income is an important source
of purchasing power. So, buying pattern of people differs with
different levels of income.
d. Life style
Life style to a person’s pattern or way of living as expressed in his
activity, interests and opinions that portrays the “whole person”
interacting with the environment. Marketing managers have to
design different marketing strategies to suit the life styles of the
consumers.

For a successful consumer oriented market service provider should work as

psychologists to procure consumers. By keeping in mind affecting factors
things can be made favourable and goal of consumer satisfaction can be
achieved. Study of consumer buying behaviour is a gateway to success in
market.

Advertisement and consumer buying behaviour

Advertisement is a very important information provider which creates a better

market and positive image amongst the consumers so that they can easily make
a decision according to their needs and demands (Norris, 1984). Further argued
by Polly and Mittal (1993) that product information which is communicated
through advertisements play an important role in altering the attitudes and
behaviours and the consumers towards advertisement as well as the buying
behaviours of the consumers once their needs have been met after the
information of the particular product or service has been communicated
through television advertisement (O’ Donohoe, 1995).

13
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

14
 Table 4.1 showing the gender classification of consumers

Gender No. Of consumers Percentage

Male 23 46
Female 27 54
Total 50 100
(Source: Primary data)

According to table 4.1 we can analyse that 54% of the consumers are female
and the rest 46% of the consumers are male.

Figure 4.1 Showing gender classifications of consumers

56

54

52
Percentage

50

48 Percentage

46

44

42
Male Female
Gender

14
 Table 4.2 showing the age of consumers

Age No. Of consumers Percentage

Below 20 5 10
20-30 34 68
30-40 7 14
40-50 1 2
Above 50 3 6
Total 50 100
(Source: Primary data)

According to the table 4.2 we can analyse that 10% of consumers are of age
below 20, 68% of consumers are in between 20-30, 14% are in between 30-40
years, 2% are in between 40-50 and the rest 6% are above 50 years of age.

Figure 4.2 showing the classification of age of consumers

80

70

60

50
Percentage

40
Percentage
30

20

10

0
Below 20 20-30 30-40 40-50 Above 50
Age

15
 Table 4.3 showing the occupation of the consumers

Occupation Frequency Percentage

Student 30 60
Job 11 22
Business 5 8
Other 4 10
Total 50 100
(Source: Primary data)

According to table 4.3, we can analyse that 60% of respondents are students,
22% of the consumers are doing their job, 10% of consumers are of other
occupation which is not revealed in the response and the rest 8% are in the
business field.

Figure 4.3 showing the occupation of consumers

70

60

50
Percentage

40

30 Percentage

20

10

0
Student Job Business Other
Occupation

16
 Table 4.4 showing the monthly income of the consumers

Monthly income Frequency Percentage

<15000 28 56
15000-30000 10 20
30000-60000 11 22
60000-100000 1 2
>100000 0 0
Total 50 100
(Source: Primary data)

According to table 4.4 we can analyse that 56% of the consumers have a
monthly income less than 15000. 22% of the consumers have a monthly
income in between 30000-60000. 20% have an income of 15000-30000 and the
rest of the consumers have income more than 60000 but not more than 100000.

Figure 4.4 showing monthly income classifications of consumers

60

50

40
Percentage

30

20

10 Percentage

Monthly income

17
 Table 4.5 showing the agreement of consumers who watch TV ad

Particulars Frequency Percentage

Yes 28 56
No 4 8
Rarely 18 36
Total 50 100
(Source: Primary data)

The above table shows that 56% of the consumers watch TV ads but 36% of
consumers rarely watch TV ads. Only 8% of consumers do not watch TV ads.

Figure 4.5 showing the agreement of consumers who watch TV ad

60

50

40
Percentage

30
Percentage
20

10

0
Yes No Rarely
Agreement

18
 Table 4.6 showing the most preferred medium of ad

Particulars Frequency Percentage

Radio 0 0
Internet 18 36
Newspaper 3 6
Television 26 52
Other 3 6
Total 50 100
(Source: Primary data)

Above table shows that 52% of consumers mostly prefer TV as their medium
of ad. 36% prefer internet, 6% each prefer newspaper and other mediums as
their medium of watching ad. None of the consumers prefer radio as their
medium of watching ad.

Figure 4.6 showing the most preferred medium of ad

60

50

40
Percentage

30
Percentage
20

10

0
Radio Internet Newspaper Television Other
Medium

19
Table 4.7 showing satisfaction towards necessity of TV ads to attract
the consumers

Satisfaction Frequency Percentage

Strongly agree 15 30
Agree 21 42
Neutral 11 22
Disagree 2 4
Strongly disagree 1 2
Total 50 100
(Source: Primary data)

From the above table 4.7, we can analyse that 42% of consumers said that TV
ads are necessary to attract the consumers and 30% strongly agree to it. 22% of
consumers do not have any opinion on it. 4% of consumers said that TV ads are
not necessary to attract the consumers and the rest 2% of consumers strongly
said that TV ads are not necessary.

Figure 4.7 showing satisfaction towards necessity of TV ads to attract

the consumers

45
40
35
30
percentage

25
20
15 Percentage
10
5
0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

20
Table 4.8 showing satisfaction towards influence of TV ads on buying
of unwanted products

Satisfaction Frequency Percentage

Strongly agree 7 14
Agree 32 64
Neutral 10 20
Disagree 1 2
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

Above table shows that 64% of consumers believe that influence of TV ads
leads to unwanted purchase. 20% of consumers do not have an opinion on that.
14% of consumers strongly agree that it increases the unwanted purchase of
products. Only 2 % said that it does not lead to unwanted purchase of products.

Figure 4.8 showing satisfaction towards influence of TV ads on

buying of unwanted products

70

60

50
Percentage

40

30
Percentage
20

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

21
Table 4.9 showing satisfaction towards attractiveness of TV ads than
other medium

Satisfaction Frequency Percentage

Strongly agree 12 24
Agree 12 24
Neutral 17 34
Disagree 8 16
Strongly disagree 1 2
Total 50 100
(Source: Primary data)

Above table shows that, most of the consumers neither agrees nor disagrees
that TV ads are more attractive than other media. 24% of people believe that
TV ads are more attractive than any other Medias. Another 24% of consumers
strongly agree with it. 16% said that TV ads are not more attractive than any
other Medias and the 2% also strongly disagree with it.

Figure 4.9 showing satisfaction towards attractiveness of TV ads than

other medium

40

35

30

25
Percentage

20

15 Percentage

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

22
 Table 4.10 showing satisfaction towards influence of TV ads to
understand the new trends

Satisfaction Frequency Percentage

Strongly agree 13 26
Agree 23 46
Neutral 10 20
Disagree 3 6
Strongly disagree 1 2
Total 50 100
(Source: Primary data)

From the above table we can analyse that 46% of consumers agree that TV ads
helps to understand the new trends and 26% strongly agree with it. 20% do not
have any opinion on it. 6% said that TV ads do not help in understanding new
trends. 2% strongly disagrees with the statement.

Figure 4.10 showing satisfaction towards influence of TV ads to

understand new trends

50
45
40
35
Percentage

30
25
20 Percentage
15
10
5
0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

23
Table 4.11 showing satisfaction towards influence of TV ads to know
about the offers/discounts

Satisfaction Frequency Percentage

Strongly agree 11 22
Agree 27 54
Neutral 8 16
Disagree 3 6
Strongly disagree 1 2
Total 50 100
(Source: Primary data)

Above table shows that 54% of consumers agree that TV ads helps them to
reach towards the offers/discounts. 22% of consumers also said that they come
to know about the offers/discounts through the TV ads. 16% of consumers do
not have either opinion. 6% do not come across the offers/discounts through
TV ads. 2% of consumers strongly disagree with it.

Figure 4.11 showing satisfaction towards influence of TV ads to know

about the offers/discounts

60

50

40
Percentage

30

Percentage
20

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

24
 Table 4.12 showing satisfaction towards usefulness of TV ads to
promote new product

Satisfaction Frequency Percentage

Strongly agree 13 26
Agree 27 54
Neutral 8 16
Disagree 2 4
Strongly disagree 0 0
Total 50 100
(Source: Primary data)

From the above table we can analyse that 54% of consumers said TV ads are
useful to promote new product. 26% strongly agree with it. 16% of consumers
have a neutral opinion about the usefulness promoting of new products. Only
4% of the consumers said that TV ads do not help in promoting new products.

Figure 4.12 showing satisfaction towards usefulness of TV ads to

promote new product

60

50

40
Percentage

30

Percentage
20

10

0
Strongly Agree Neutral Disagree Strongly
agree disagree
Satisfaction

25
 Table 4.13 showing satisfaction towards influence of TV ads on
purchasing behaviour

Satisfaction Frequency Percentage

Always 8 16
Often 14 28
Sometimes 25 50
Never 3 6
Total 50 100
(Source: Primary data)

Above table 4.13 reveals, 50% of consumers said that TV ads sometimes
influence on the purchasing behaviour of the consumers. 28% believes that TV
ads often influence on their purchasing behaviour and 16% of consumers said
that TV ads always influence them. Only 6% of the consumers believe the TV
ads never influenced on their purchasing behaviour.

Figure 4.13 showing satisfaction towards influence of TV ads on

purchasing behaviour

60

50

40
Percentage

30
Percentage
20

10

0
Always Often Sometimes Never
Satisfaction

26
 Table 4.14 showing frequency of purchasing over TV ads

Satisfaction Frequency Percentage

Always 5 10
Often 6 12
Sometimes 36 72
Never 3 6
Total 50 100
(Source: Primary data)

From the above table we can analyse that 72% of consumers purchase over TV
ads only sometimes. 12% said they often purchases and 6% always purchase
over TV ads. Only 6% of consumers never purchase over TV ads.

Figure 4.14 showing frequency of purchasing over TV ads

80

70

60

50
Percentage

40
Percentage
30

20

10

0
Always Often Sometimes Never
Satisfaction

27
 Table 4.15 showing positive impact of TV ad on purchasing
behaviour

Satisfaction Frequency Percentage

Always 8 16
Often 18 36
Sometimes 21 42
Never 3 6
Total 50 100
(Source: Primary data)

Table 4.15 shows that 42% of the consumers said that TV ad sometimes have a
positive impact on the purchasing behaviour. 36% said that TV ads often have
a positive impact. 16% always believes on it. Only 6% of consumers believes
that TV ads have negative impact.

Figure 4.15 showing positive impact of TV ad on purchasing

behaviour

45

40

35

30
Percentage

25

20
Percentage
15

10

0
Always Often Sometimes Never
Satisfaction

28
Table 4.16 showing the influence of friends/family in the purchasing
decision

Satisfaction Frequency Percentage

Always 11 22
Often 14 28
Sometimes 22 44
Never 3 6
Total 50 100
(Source: Primary data)

Above table shows that 44% of consumers have an influence of their

friends/family in the purchasing decision occasionally. 28% often have an
influence of their family/friends. 22% of consumers always have their
influence. Only 6% of consumers never include their family/friends in their
purchasing decision.

Figure 4.16 showing the influence of friends/family in the purchasing

decision

50
45
40
35
Percentage

30
25
Percentage
20
15
10
5
0
Always Often Sometimes Never
Satisfaction

29
 Table 4.17 showing the influence of TV ads in shifting the brands

Satisfaction Frequency Percentage

Always 6 12
Often 20 40
Sometimes 16 32
Never 8 16
Total 50 100
(Source: Primary data)

Table 4.17 reveals that 40% of consumers often shift from one brand with the
influence of TV ads. 32% occasionally shift the brand. 16% of consumers said
they never shift from their brand with the influence of TV ads.12% always
shifts from one brand to other influenced by the TV ads.

Figure 4.17 showing the influence of TV ads in shifting the brands

45

40

35

30
Percentage

25

20
Percentage
15

10

0
Always Often Sometimes Never
Satisfaction

30
 Table 4.18 showing the frequency of products surviving without TV
ads

Satisfaction Frequency Percentage

Always 11 22
Often 17 34
Sometimes 18 36
Never 4 8
Total 50 100
(Source: Primary data)

According to table 4.18, we can analyse that 36% of consumers occasionally

feel that some products can survive without TV ad. Also 34% of consumers
often feel the same. Another 22% said that products can always survive without
TV ads. Only 8% of consumers feel that products cannot survive without TV
ads.

Figure 4.18 showing the frequency of products surviving without TV

ads

40

35

30

25
Percentage

20
Percentage
15

10

0
Always Often Sometimes Never
Satisfaction

31
 Table 4.19 showing the most attracting factor of TV ads

Particulars Frequency Percentage

Visual design 27 54
Price 12 24
Description 9 18
Headline 2 4
Total 50 100
(Source: Primary data)

From the above table we can analyse that most of the consumers stated that the
most attracting factor is visual design. 22% of consumers feel price as the most
attracting factor, 18% feels description as the attracting factor. Only 4% of the
consumers feels headline of the ad as the most attracting factor.

Figure 4.19 showing the most attracting factor of TV ads

60

50

40
Percentage

30
Percentage
20

10

0
Visual design Price Description Headline
Factors

32
 Table 4.20 showing the factors motivating to purchase a product

Particulars Frequency Percentage

Attractive offers 13 26
Friends/family 4 8
Discounts 5 10
Quality/quantity 28 56
Total 50 100
(Source: Primary data)

Table 4.20 shows that 56% of the consumers said that quality/quantity is the
motivating factor to purchase a product. Only 8% consumers have their
family/friends as their motivating factor. 10% of consumers feel discounts as
the factor to purchase and 26% feel attractive offers other than discounts as
their motivating factor to purchase a product.

Figure 4.20 showing the factors motivating to purchase a product

60

50

40
Percentage

30
Percentage
20

10

0
Attractive offers Friends/family Discounts Quality/quantity
Factors

33
Table 4.21 showing the products mostly bought by watching TV ads

Particulars Frequency Percentage

Home appliances 11 22
Food 8 16
Clothing 20 40
Vehicles 2 4
Others 9 18
Total 50 100
(Source: Primary data)

From the above table, we can analyse that 40% consumers mostly buy clothing
by watching TV ads. Only 4% buy vehicles, 22% buy home appliances through
TV ads and other consumers buy food items and other products or goods by
watching TV ads.

Figure 4.21 showing the products mostly bought by watching TV ads

45

40

35

30
Percentage

25

20
Percentage
15

10

0
Food Clothing Vehicles Others
Products

34
 Table 4.22 showing the extent to which consumer has been
fooled/mislead through TV ads

Particulars Frequency Percentage

Always 1 2
Often 4 8
Sometimes 34 68
Never 11 22
Total 50 100
(Source: Primary data)

Above table shows that, 68% of consumers have sometimes been

fooled/mislead through TV ads, but only 2% said that they have always been
mislead/fooled and 22% of consumers have never been fooled/mislead. 8%
often get fooled/mislead through TV ads.

Figure 4.22 showing the extent to which consumer has been

fooled/mislead through TV ads

80

70

60

50
Percentage

40
Percentage
30

20

10

0
Always Often Sometimes Never
Frequency

35
 Table 4.23 showing the factors by which consumers are
mislead/fooled through TV ads

Particulars Frequency Percentage

Offers/discounts 5 10
Price 4 8
Quality/quantity 26 52
Display 8 16
Other 7 14
Total 50 100
(Source: Primary data)

Above table shows that, 52% of consumers have been mislead/fooled on the
quality/quantity of a product.16% on display, 10% on offers/discounts, 4% on
price and rest consumers on other factors.

Figure 4.23 showing the factors by which consumers are

mislead/fooled through TV ads

60

50

40
Percentage

30

20
Percentage
10

Factors

36
 Table 4.24 showing the rating towards the questionnaire

Rating Frequency Percentage

1 0 0
2 1 2
3 11 22
4 14 28
5 24 48
Total 50 100

From the above table 4.24, we can analyse that none of the consumers have
poorly rated the questionnaire. Only 2% of consumers have an opinion that the
questions are not effective. 22% of the consumers have neutral opinion about
the questionnaire, 28 % of consumers rated 4 which means they have a good
opinion about the questionnaire and the 48% of the consumers said that the
questions are much good and proper.

Figure 4.24 showing the rating towards the questionnaire

50
45
40
35
Percentage

30
25
Percentage
20
15
10
5
0
1 2 3 4 5
Rating

37
 CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION

38
5.1 Findings

 Most of the consumers watch Television advertisements.

 52% of consumers choose television as their most preferred medium of
advertisement.
 42% of consumers agree that TV ads are necessary to attract the
consumers.
 Most of the consumers said that TV ads influence them on buying the
unwanted products.
 48% of consumers believe that TV ads are more attractive than any
other medium of ads.
 More than half of the consumers said that the TV ads influence them to
understand the new stands.
 54% consumers get to know about the offers and discounts through the
television advertisements.
 54% of consumers believe that TV ads are useful to promote new
product.
 Half of the consumers said that the TV ads influence their purchasing
behaviour.
 Most of the consumers purchase over TV ads only sometimes.
 42% of the consumers said that there is positive impact of TV ads on the
purchasing behaviour of the consumers.
 44% of consumers said that there is influence of their friends/family in
their purchasing decision.
 40% of consumers shift from one brand with the influence of TV ads
often.
 Most of the consumers said that products can sometimes survive without
TV ads.
 More than half of the consumers said that the most attracting factor of
TV ad is visual design.

38
  Most of the consumers said that their most motivating factor to purchase
a product is the quality/quantity of the products.
 Most of the consumers buy clothing items by watching TV ads than
buying any other products.
 68% of the consumers said that they have been mislead/fooled through
the TV ads sometimes.
 52% of consumers have been mislead/fooled through TV ads on the
quality/quantity of the products.

5.2 Suggestions

 The advertisement companies need to give more attention to the content

of advertisement, so that consumers can come to know more about the
product.
 The advertisements must not provide any misleading information to the
consumers which can lead to consumer’s retention on television
advertisement.
 Influence of television advertisement increased the buying of unwanted
products by the consumers. It can be controlled.
 As consumers get most accustomed to find product information on the
web, more and more readers will actively seek out internet advertising
sites.

5.3 Conclusion

The study reveals that the most effective media of advertising is television
advertising. Most of the age groups of consumers watch television
advertisements more than any other media. Television advertising offers
increased awareness of companies, an easy method to distribute information,
advanced methods of targeting consumers, an immediate and direct line to the
consumers, and reduced cost in performing their task. Television advertising
has a significant influence on consumer’s attitudes. Advertisements are both
visually appealing and informative those include the product quality, price and

39
other information to form various kinds of feelings and judgements. This
affects the consumer’s attitude towards advertising. This study reveals that
television advertising has a positive effect on consumer buying behaviour

40
BIBLIOGRAPHY

41
References

Journals

 Ehrenberg, A. S. C. (1992). Comments on how advertising works.

Marketing and Research Today, 20(3), 167-167.
 Heath, R. G. (2000). Low involvement processing-a new model of
brands and advertising. International Journal of ADVERTISING, 19(3),
287-298.
 Gunja Kumari Sah (2020). The impact of media advertisement on
consumers purchasing behaviour. Patan Pragya JOURNAL, 1 (7), 268-
278.
 Geeta Sonkusare (March. 2013). Impact of television advertising on
buying behaviour of women consumers. Ijbmi.org Volume 2 Issue 3
March. 2013. PP. 31-38
 Bishnoi, V. K., Sharma, R. (2009). The impact of TV advertising on
buying behaviour: A comparative study of urban and rural teenagers. JK
Journal of Management & Technology, 1 (1), 65-76.
 Ayanwale, A. B., Alimi, T., Ayanbimipe, M. A. (2005). Influence of
advertising on consumer brand preference. Journal of Social Sciences,
10 (1)
 Ducoffe, R. H. (1996). Comments on how advertising works. Marketing
and Research Today, 20 (3), 167-167.
 Saleem, S., Abideen, Z. (2011). Effective advertising and its influence
on consumer buying behaviour. European Journal of Business and
Management, 3(3), 55-67.
 Rajasekhar, S., Makesh, S. (2013). Impact of advertising on brand
preference of high involvement products. International Journal of
Commerce and Management Research, 2(4), 202-211.
 Nysveen, H., Breivik, E. (2005). The influence of media on advertising
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Websites

 http://hdl.handle.net/10603/78893
 http://doi.org/10.117%2F0973258618822624
 http://shodhganga.inflibnet.ac.in/bitstream/10603/70338/17/17_appe
ndix.pdf

42
ANNEXURE

43
 QUESTIONNAIRE

1. Name:
2. Gender:
Male Female
3. Age :
Below 20 20-30 30-40
40-50 Above 50
4. Occupation
Student Job Business
Other
5. Monthly income
15000 15000-30000 30000-60000

60000-100000 Above 100000

6. Do you watch TV ads
Yes No Rarely
7. Which is the most preferred medium of ad
Radio Internet Newspaper
Television Other
8. Necessity of television advertisement and consumer buying
behaviour
SA- Strongly agree A - Agree N – Neutral D – Disagree SD – Strongly

Disagree

44
 Level of satisfaction SA A N D SD

TV ads are necessary to attract the consumers

Usually buy products when you feel necessary

TV ads are more attractive than other medias

Helps to understand new trends

Helps to reach towards offers/discounts

Useful to promote new products

9. Rate your buying behaviour towards the statements

Buying behaviour Alwa Often Someti Never

ys me
TV ads influence your purchasing
behaviour
Frequency of purchasing over TV ads
TV ads have positive impact on
purchase decision
Purchasing decision is influenced by
friends/family
TV ads motivate you to shift from one
brand
Some products cannot survive without
TV ads

10. Which of the following factors attract you the most

Visual design Price Description
Headline

45
11. Which of the following factors motivate you the most to purchase
Attractive offers Friends/family Discounts
Quality/quantity
12. Which kinds of products do you mostly buy by watching TV ads
Home appliances Food Clothing
Vehicle Other
13. How often have you been fooled/mislead through TV ads
Always Often Sometimes
Never
14. On which of these factors have you been fooled/mislead
Offer/discounts Price Quantity/quality
Display Others
15. How do you rate these questions
1 2 3 4 5

46