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CHAPTER I

INTRODUCTION

1.1Background of the Study

Many people use advertising at some time in their life. Some may use it privately while
others may use in business. And many people respond to advertisements, they enjoy the
choices available "to them in every sphere of life" (Kotler; 1994). It is one of the major tools
that companies use to persuade target buyers and publics to buy their products or services.
The main purpose of advertising is to persuade the consumer to buy the products or services.
The other purposes can be to inform the consumers about the products availability features,
uses etc.

Advertising is almost everywhere in our daily life. Its forms and roles are both contested and
admired. Some see advertising both as the mirror and the maker of culture. Even when
advertisements contribute new sounds and the symbols that shape feature, its words and
images reflect the present and the past. Others say advertising is purely an economic activity
with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates
‘magic in the market place´ (Russell & Lane, 1996)

Different people have defined advertising in many ways; however they all mean nearly the
same thing. Some of the popular definitions, of advertising are as follows:

"Advertising is any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor"(Kotler; 2000:42).

"Advertising is the means by which we make known what we have to sell or what we want to
buy" (Jelkins; 1985:65).

We have been reading, watching, listening, and looking at advertising since we were a child.
So it seems like a little silly to ask, “What is advertising?” An educated observer, however,
looks at advertising as something more than a sales message that occupies the space in and
around news stories, magazines features, and TV programs, televisions etc. In a way,
advertising is simple. It’s about creating a message and sending it to someone, hoping they
will react in a certain way. Advertising is an important element of modern life. In spite of its
rapid growth in recent years, the advertising industry has been concerned with improving its
public image. It is the art of presenting the non-personal presentation to the mass and
communicates the various aspect of the product or the service such as price, usefulness,
quality, special features etc Its focus is not only to develop favorable customer position
towards the product but also to recall the benefits for costumers in selecting the products or
services they desire or find better for them. With that the development in the sector of the
television, it benefited to manufactures in the field of advertising as well. At the present every
manufacturers, businessperson, shop keeper, institutions and also the profit and the non-profit
organizations have been using the advertising. Increasing literacy, development in the area of
printing and technologies and intense competition has also given fuel to the sector of
advertising (Hackeley, 2009).

Every business needs to effectively promote their products and services for generating more
sales and transactions and thereby to have more profit and growth. They chalk out various
strategies for achieving the objective. They look for various mediums which are effective
enough for the brand promotion campaign to reach their targeted clients and customers. And
one such effective medium which has been used effectively by businesses in Nepal and all
over the world is television advertising.

Today everyone has TV and advertising on TV is one of the best options to promote the
products. The ad coming on TV also put high impact on the customers. There will be more
positive effects in building brands. Advertisers are innovating new ways for their campaigns
on high definition televisions. Nepal Advertising agencies are coming up with glitzy, smart
and tailored type ads targeting the middle classes. Besides, a number of Nepali media news
channels have been launched and they are reaching to the masses both in urban and rural
parts of the country. Nepali television news channels are now have become more effective as
advertising agency

The advertisers include not only business firms but also museums, professionals, and social
organizations that advertise their products or services. The term "Advertisement" is very
popular in today's world. All the countries of the world use it. We can see it everywhere, i.e.,
on the television, on the matchbox, in the newspaper, magazines, on the trash containers, on
the vehicles even in the sky and so on. We can also hear it on the radio. So the advertisers
have different choices of media to advertise their product, service or an idea. The advertiser
needs to choose the medium which best reach the customers. In this respect, the study of the
media impact on consumer is a must. Advertising is used by different organizations in
different ways. A large company set up its own advertising department whose job is to
develop the total budget, help develop advertising strategy, select media, approve advertising
agency. However, most companies use an outside advertising agency to help them create
advertising campaigns and to select and purchase media.

Many important decisions have to be made before undertaking the advertising program. It is
certainly one of the most important complex decision areas facing business executives. Major
decision areas in developing advertising program include setting the advertising objectives,
deciding on the advertising message, deciding on the media and evaluating advertising
effectiveness.

There are various types of advertising media. Media are the instruments or the way through
which the advertisement messages-are put before the public. The most brilliant original
advertising ideas will be wasted if they are not supply through the right media to the right
readers, viewers, listeners or passers-by. Among different types of media, television medium
plays a vital role. The importance of television advertising is increasing day by day.
Television gives information to a large number of people than any other medium of
advertising. Due to the satellite facility, television programs are viewed internationally. In
today's glamorous world, we can show all the aspects of products and services through
television advertising. It is always said that people believe in things until they hear and see.
This can be possible through television advertising only. Television advertising first came
into prominence in the 1950s in America. At first, the popularity of television was hindered
by the expensive cost of TV sets and lack of programmers. But its impact was so deep that
within a decade it was spread over the world. Nepal is not an exception. In Nepal, television
was first commissioned in 2041 B.S. in the name of Nepal television. It started to telecast the
program in 2042 B.S. while the commercial telecasting started only in 2044. Television
advertising has many advantages. Firstly, it combines sight, sound and motion. It is quite
appealing to the senses. It arouses high attention and it has high reach. It has certain
disadvantages also namely high absolute cost; high clutter; fleeting exposure and less
audience selectivity. However, we cannot deny the fact that television enjoyed the dominant
position in the media.

1.2 Statement of the Problem

Advertising is one of the most important tools that companies use to persuade target buyers to
buy their products or services. There are many special and specific reasons for advertising.
The reasons can be to announce a new product or service or an idea to expand the market to
new buyers to announce a modification, to announce a price change, to announce a new pack,
to make a special offer, to raise revenue, to maintain brand loyalty, etc. Therefore, the
advertising plays a crucial role in marketing. Today due to the importance of advertising
many companies are using advertising as their integral part. The role of advertising is to shift
the products demand curve upward. For this, the effectiveness of advertisement; is one of the
major areas advertiser needs to consider. Deciding on the media is the crucial task the
advertiser needs to undertake for the success of any advertisements. Among various types of
media, television enjoys the dominant position. Advertisement can reach to various countries
at a time through television. It has worldwide approach.

In today's world, the popularity of television is increasing day by day. It is very useful for the
advertiser to know the popularity of television among different people. Different types of
advertisement through television appeal to the different customer differently. Careful analysis
should be done in this regard for the success of any advertisement campaign. This is lacking
in Nepal. Very few analysis and research is conducted regarding this. Hence, the main
objective of this report is to provide useful information regarding the impact of television
advertising in consumer buying behavior of women. Thus the study is an attempt to make the
clear vision the impact of Television advertising in regards to credibility, informative,
pleasure and decision capacity. As a customer they could have different views and perception
towards television advertising.

These all findings can be more useful for the advertiser while selecting among media
according to their product types.

There are various types of television advertisement. It may be presented in the form of slice
of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise,
scientific evidence, testimonial evidence etc. Different people prefer different types of
television advertisements. The selection of the target market and the product's nature plays a
significant impact on choosing the media. The boundaries within which, the product are
intended to be sold sets limitation on choice of media. Different people show different
attitudes toward the same message aired, telecast and published. In Nepal many' advertisers
fails to give due importance in this regard. This leads to the failure of advertisement in
generating due positive response from consumers. Thus, the understanding of the impact of
any media on consumer behavior is extremely important for any advertiser. The Nepalese
business houses can generate many ideas in the field of marketing area through this type of
survey. In addition, the survey like this will be very helpful for the advertiser for the success
of the television advertisement. From this context, in a developing country like Nepal, this
type of study is must.

1.3 Purpose of the Study

The specific purpose of this research work is to analyze the general impact of television
advertising for a customer during buying process. However, the basic objectives of the study
can be outlined as below:

 To analyze whether TV advertisement influence buying behavior of women while


purchasing FMCG products.
 To understand whether the TV advertisements are credible source of influence to
women or not.
 To evaluate whether TV advertisements significantly contributes in informing
consumer, inducing pleasure and whether it contributes in purchase decisions of
women or not while buying FMCG products.

1.4 Significance of the Study

Advertising has proved to be effective (less costly) source of information than other sources.
In today's modern business world, the need of advertising is indispensable. Every stage of
product life cycle needs advertising, volume of which may be low and high depending upon
the natures and stages. Advertising increases the demand for the products and services. It
helps in the introduction of mass production, installation of up-to-date machinery, and
consequent reduction of cost of article. It is beneficial not only to the producer and retailer
but also to the consumer.

More and more companies are advertising their product or service via Television advertising.
So to retain their customers, Television advertising is one of the best advertising media for
the advertiser. Various factors that can affect the customers’ attitude are mode of
advertisement, confidence about the information provided by the advertiser, product/service
quality shown in the advertisement, effect of advertisement on price of product or service,
trust in Television advertising etc.

This study sought to understand the attitude of customer towards television advertising and
the results are measure in the basis of credibility, informative, pleasure and good for decision
making. The study is mainly focused on how the consumer behavior is affected by television
advertising. It helps other coming up researchers who try to study on similar topics relating
with advertising.

Although it is an academic research it could be used as teaching and the learning material that
will support in the field of elaborating advertising effectiveness and consumer’s opinion
towards the area of television advertising. This study is also helpful for various students,
researchers, and academicians etc who desire to know about public attitudes and consumer
behavior towards television advertising. It can act as a source of literature for all those who
are pursuing for the knowledge in the given topic.

1.5 Research Question and Hypothesis

The four hypotheses developed for this research are:

i. Null Hypothesis, (H01): There is no significant relationship between credibility of


television advertisement and buying behavior
ii. Null Hypothesis, (H02): There is no significant relationship between pleasure of
television advertisement advertisements and buying behavior
iii. Null Hypothesis, (H03): There is no significant relationship between product
information through television advertisement and buying behavior.
iv. Null Hypothesis, (H04): There is no significant relationship between decision making
through television advertisement and buying behavior.

1.6 Limitations of the Study

Every study has its own limitation and this study is no exception. The study has following
limitation:

 This study is based on primary data but the filled up questionnaire by respondents
might not provide exact data.
 Attitude differs from person to person and closed questionnaire might not provide
correct result.
 The respondents from different background may not have proper knowledge about the
advertising.
 The respondents might be less to represent the overall impact of Television
advertising for buying decision.
 Factors like informative, credibility, pleasure and Decision making are assumed to be
sufficient to study of impact of Television advertising in buying behavior.
 The data collected by the research will only represent the Nepalese women.
 I have to depend on the data collected from the questionnaire which may create
difficulty if there will be some kind of misinterpretation.

1.7 Operational Definition and Assumptions

1.7.1 Operational Definition

Consumer Buying Behavior: Consumer buying behavior is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the
marketplace when purchasing a product or service. The study of consumer behavior draws
upon social science disciplines of anthropology, psychology, sociology, and economics.

Advertising: Advertising is a form of communication used to encourage or persuade an


audience (viewers, readers or listeners) to continue or take some new action. Most
commonly, the desired result is to drive consumer behavior with respect to a commercial
offering Attitude: An attitude is a favorable or unfavorable reaction toward something.
Impacts are generally positive or negative views of a person, place, thing, or event— this is
often referred to as the attitude object.

Banner ads: Banner ads are the first form of Television advertisement created for marketers.
It is the simplest form of Television advertising. Each banner ad is embedded in the website.
They are intended to grab the viewer’s attention in order to leave an impression on the
viewer.

Television advertising: Television advertisement or TV commercial is called commercial or


TV ad in US, advert in UK and TVC by industry insiders. It is about relaying a specific
social, political or sales pitch in a limited amount of time, broadly ranging in between few
seconds to several minutes.

Informative: Informative advertising is when advertising is carried out in an informative


manner. The idea is to give the ad the look of an official article to give it more credibility.
Also, informative ads tend to help generate a good reputation.

Credibility: Credibility is a key factor that affects the formation of attitude and behavior. In
addition, other studies have concluded that credibility of the advertising message has positive
influence on consumers’ attitude.

Pleasure: Pleasure is one of the experiences of advertisements, and the advertisement can
touch on consumers’ sentiment as well as nice to look at.
1.7.2Assumptions

Some of the assumptions on research are as follows:

 This research study has included only 256 women as sample which is assumed to be
enough to determine the impacts of television advertisement on buying behavior of
women
 FMCG (Fast moving consumer goods) especially detergent powders and hair
shampoos are focused as products for the research.
 All the respondents represent the Nepalese people.
 This study is based on factors like credibility, informative, pleasure and decision
making are assumed to be sufficient to study the impacts of television advertising on
buying behavior.
 The data provided by respondent while filling up questionnaire is assumed to be true
or exact not hypothetical.
 The respondents might be less to represent the overall impact of factors.
 Attitude of respondents differ from person to person and the response might not
provide correct result.
 The researcher has to depend on the data collected from semi structured questionnaire
which may create difficulty if there will be some kind of misinterpretation.
CHAPTER II
LITERATURE SURVEY AND THEORETICAL FRAMEWORK

2.1 Literature Review

2.1.1 Impact of Advertising in General

Consumer attitudes toward advertising in general have long been a focus of research.
Although the studies on advertising attitudes have varied widely in the types of samples used
and the data collection methods that more people held favorable attitudes toward advertising
than unfavorable attitudes and that a mainstream of respondents felt advertising was essential.

Still, a majority of their respondents felt that advertisements were misleading and that they
resulted in higher prices. Also most of the respondents preferred evening time free and
watched more than other times. While some watched whenever electricity is available and are
free.

According to the Stern and Zaichkowsky (1991), marketing communication may predispose
individuals to respond positively or negatively toward a product or brand. Such elements as
the execution of the advertisement, the mood created by the advertisement, the degree to
which the viewer is aroused, and even the context within which the advertisement is received
(e.g. television program or magazine) may affect their feelings about the advertisement, and
in turn their feelings about the product or brand

Based on Polly and Mittal (1993)’s belief – attitude toward advertising model, Wolin (2002)
applied the same seven belief dimension i.e. product information, hedonic pleasure, social
roleand image, materialism, falsity or no sense and value corruption in predicting the
attitudetowards television advertising. The results showed that the first three dimensions were
positivelyrelated to the attitude while the last four items were negatively related.

According to Ducoffe (1996), when advertising information is shifted through the traditional
media vehicles, the advertising value is substantially related to the informative of the
advertising information. Consumers’ always want to have quick access to information that
they are looking for their current content of use and it is possible that the information is
automatically delivered to the consumers. Thus, he found that there is a strong and positive
relationship between informative and consumers’ attitude towards advertising.
Lafferty and Goldsmith (1999) confirm that advertising credibility is a key factor that affects
the formation of attitude and behavior. In addition, other studies have concluded that
credibility of the advertising message has positive influence on consumers’ attitude.

2.1.2 Attitude towards television advertising in General

Andersen (1972) describes that an attitude is often viewed in terms of an evaluative function-
identifying something as the good or bad, desirable or undesirable. Furthermore, it can be
summarized form Allport (1954), Krech and Crutchfield (1948) and Petter and Cacioppo
(1981) that their definitions states or imply that attitude are related to an objective, are part of
the general way the individual experience and reacts to his world, are relatively recurring,
and imply thought and feeling.

In this study the attitude towards TV advertising would be measured with relation to
respondents’ beliefs, as there is a close link between attitude and beliefs. This fact is agreed
by Anderson (1972) where he concluded that they are closely linked and any change or
addition in one or more beliefs usually produces a change in attitude.

2.1.3 Beliefs towards television advertising in General

TV advertising is most important tools in this society. Most of Nepali television advertising
have simply pattern to promote product and service included image and sound. Its help target
group to remember about product and service. Besides that marketer tries to attract more
customer attention by added the representative or celebrity into advertising itself. The
following recent studies (Wikipedia 2012) based on survey of people attitude towards
television advertising. 86% of example group were think that advertising is the thing must
have on television, 65% of example group were think that present advertising is interesting,
60% of example group were think that watching TV advertising can keep their up-to-date,
54% of example group were think that they can trust product and service advertising on
television, and 54% of example group were think that TV advertising were influence them on
decision make for purchase product and service.

There are four beliefs that appear to be most relevant to the understanding of attitude towards
television advertising, namely informative, entertainment, economy and credibility.

Credibility: In the context of advertising industry, Mackenzie and Lutz (1989) identify
advertising credibility as consumers’ general perception towards the truthfulness, reliability,
trustworthiness and believability of an advertisement. Credibility was shown to be one of the
experience affecting attitudes towards advertising. Credibility of an advertisement is affected
by various factors, particularly by the company’s credibility and the person who brings a
message. Credibility of advertising is correlated with the attitude towards advertising in
general in the same direction.

Brackett and Carr (2001) extend the model to include credibility and consumer
demographics.

Credibility is shown to be directly related to both advertising value and attitude towards
advertising. Demographic variables such as college major, age, and gender are shown to
effect only attitudes towards advertising.

Informative: Advertising plays an important and rightful role in delivering information.


Gallup (1959) found that a majority of their respondents generally liked advertising and that
most of those respondents liked it because they felt it was informative. They also found that a
majority of respondents preferred advertised products over unadvertised products, although
most also felt that advertising increased the cost of things they buy.

Besides that, Schlosser, Shavitt and Kanfer (1999) confirm that consumers’ attitude towards
television advertising is influenced by informative and the advertisement’s value for building
purchasing behavioral decisions. Thus, information is considered as a very valuable incentive
in marketing because recipients react very positively to advertisements that transfer
incentives. Wang. Sun, Lei, and Toncar (2009) argue that the information-seeking factor acts
as a positive predictor for the formation of consumers’ attitude towards Television
advertising.

Pleasure: Bauer and Greyser’s (1968) research stipulates that hedonic/pleasure is one of the
experiences of advertisements, and the advertisement can touch on consumers’ sentiment as
well as nice to look at. Advertisement can be considered as a source of pleasure and
entertainment. He also argues that consumers’ responses to the advertisements are
provisioned by their hedonic value.

He further found that hedonic value of advertisements can command and condition
consumers’ reaction towards the advertisement. Similarly Alwitt & Prabhaker (1992) in his
study found that the hedonic factor will create major favorable attitude towards advertising.
In other words, the more positive the belief in Pleasure is, the more positive is the audience’s
attitude towards advertising.
Decision making: Of. word (1979)The effects of television advertising, especially on
children and adolescents, have come under fire in recent year from carious public interest
groups and researchers. Some advertising critics contends that advertising strongly influences
the consumers attitudes values and behaviors of youth and produces undesirable socialization
such as non- rational choice impulse oriented decision making and the development of strong
materialistic value.

2.1.4 History of Advertising

Archeologists have found evidence of advertising dating back to the 3000s BC; among the
Babylonians. The outdoor display, usually an eye-catching sign painted on the wall of a
building was one of the first known methods of advertising. Many such signs were uncovered
by archeologists, notably in the ruins of ancient Rome and Pompeii. An outdoor
advertisement excavated in Rome offers property for rent, and one found painted on a wall in
Pompeii calls the attention of travelers to a tavern situated in another town.

"Advertising by 'word' of mouth is probably the earliest form of advertising, because oral
skills were developed before reading and writing. Advertising was given the commercial
status the day man entered into the process of exchange"(Agrawal; 2000:35).

Word of mouth praise of products was the way of advertising used in medieval times. This
gives rise to a simple but effective form of advertising, the use of so-called town criers. The
criers were citizens who read public notices aloud. Merchants also employed these town
criers to shout the praises of their wares. Even in Nepal, during Rana Regime, town criers
walked through the streets announcing the opening and closure of gambling periods during
the Laxmi Puja and other occasions. This form of advertising was called 'Jhyali Pitne' in
Nepali. 'Jhyali means a certain type of an instrument that produces music and "pitne" means
'to beat '. This is so called because the town crier beat the "Jhyali" while making
announcement or informing the public. The tow 'n criers were forerunners of the modern
announcer who delivers radio and television commercials.

Although graphic forms of advertising appeared early in history, printed advertising made
little headway until the invention of the movable type printing press by German printer
Johannes Guttenberg about 1450. This invention made this mass distribution of posters and
circulars possible. The first advertisement in English appeared in 1472 in the form of a
handbill announcing a prayer book for sale. Two hundred years later, the first newspaper ad
was published offering a reward for the return of 12 stolen horses. Another major
technological breakthrough in the field of advertising was the invention of photography in the
late 1880s. Prior to this invention, advertisements were illustrated only by drawings.
Photography adds credibility to advertisements as it shows products as an artist visualizes
them.

"During the 16th century, newspapers were the largest among the prints and these newspapers
were in the form of newsletters. The first newsletter was started in 1622 in England. Latter
half of the 16th century witnessed newspapers in the form of news books and by the middle
of the 17th century; there were special advertising periodicals. By 1675, newspaper published
excellent news books. By the end of 17th century, newspapers were well established in
England undertaking advertising on a regular basis" (Karl; 1999:42).

Advertising agencies initially focused on print. Then, a new powerful advertising medium,
radio started on Nov 2, 1920 in Pittsburgh, Pennsylvania. The introduction of this
broadcasting medium created new opportunity and by the end of the 1920s, advertising had
established itself in radio to such an extent that advertisers were producing many of their own
programmers. The early 1930s produced dozens of radio dramatic series in America that were
known. As sponsored by soap companies.

Though television had been introduced in 1940, it was not immediately embraced because of
the high cost of TV sets and the lack of programming. In the 1950s, the American economy
soared which lead to the rise in the sale of TV sets and the advertising that paid for the
popular new shows. Soon TV becomes the largest advertising medium that surpassed radio as
an advertising medium.

The tone of the advertising is also changing. No longer does advertising simply present the
product benefit. Instead it creates a product image.

It is evident from definitions of advertisement that with the change in times there have been
changes in the way advertising is perceived. However, in spite of all these changes
advertising has always been a very strong institution, which has continued to influence our
lives since the beginning of time (Wright, Warner & Winter 1971; Wells, Burnett &Moriarty
1995; Jugne heimer & White, 1980). So advertising is a way of gaining sales effectiveness
and of keeping selling expenses low. Advertiser wants to be certain that he, his store, and his
product are identified in the advertisement and he is gaining benefit from it, even when he
cannot be there to deliver the message in person. And also because the advertisement must be
carried by newspapers or magazines or television or radio or billboards, or by some other
mass medium. The advertiser must pay the owner of those media for the space or time he
used for the advertisement. (Jugneheimer & White, 1980)Advertisement has changed its form
th
from town criers of medieval time to the Television and electronic advertisement of 20
century (David, 2001). The technique based on ‘hierarchy of effects´ suggests that there are
casual relationship between changes in persons attitude about a product and persons attitude
to buy that product . The models of advertising suggest that to be effective, any piece of
persuasive communication must carry its audience through a series of stages, each stage
being dependent on the success on previous stage (Wilmshurst,1985; Lavidge & Steiner,
1961; Leckenby, 1976; Colley, 1961

The changes in advertising correspond with social, economic and political changes of the
country. There are so many advertisements of products and services on television and in the
popular press today which were not there only a few years ago. We can see many
advertisements of domestic airlines -like Necon air, Buddha air etc on Nepal Television.
There are many advertisements of cosmetic products, noodles etc. in mass communication
media like newspapers, radio etc. Before, people were not bombarded with as many
advertisements as seen today. Never before more have been so many excellent advertisements
about offering prizes by noodles like Wai-Wai, Mayos etc.

The face of Nepal has changed and people are more sensitive about the particular types of
products and services, which best satisfy their needs. Life styles are changing.
Advertisements help people in their buying decision. Since people are faced with many
products that satisfy their particular need, decision making process has-become complicated.
In this regard, advertisements come to their rescue. People have started to take decision on
the basis of advertisements they preferred. For instance, some teenagers choose the cosmetic
that is well advertised from among other cosmetics which are not much advertised. The
importance of advertising is growing day by day and so does the field of advertising. No one
can predict what new forms of advertising may take in future. The most recent advanced form
is advertising through Television i.e., by creating different websites in the television etc.

2.1.5 Specific Reasons for Advertising

The primary reason for advertising by any organization is to promote the sale of a product or
service. However there are many special and specific reasons for advertising. Some specific
reasons for advertising are to announce a new product or service, to expand the market to
new buyers, to announce a modification, to announce a price change, to announce a new
pack, to make a special offer/ packages, to invite inquires, to sell direct, to educate consumers
about the product, to maintain sales, to challenge competition, to remind about the product, to
retrieve lost sales, to please stockiest, to please the sales force, to recruit staff, to attract
investors, to maintain the brand of the product.

Announcing a new product or service usually means a costly and dramatic launch. To create a
market for a product is not an easy job. The buying public is conservative, skeptical and is
hard to shift from established habits. The advertising has to be bold, dramatic, persuasive and
convincing to promote something new. A long term campaign of advertising is required
instead of a solitary big splash. The advertising should be persistent and insistent for the new
product to create the market.

Manufacturers also use advertising to expand the market to new buyers. Since, the products
already have „some' market; the advertising is likely to have greater impact. People are frank
jerkins, advertising already aware of the products. The products have already been proved in
professional, commercial or some other accepted use. The advertising used by the advertiser
is more persuasive rather than informative in this case.

An existing product is sometimes modified. It may be given a 'face lift' with an additive, a
new finish or casing such as a new pack or container etc. The product is advertised to
announce a modification with an attempt to revive the sale of a product because of
competition.

Advertisement announcing a price change is more common form. We can see many examples
of these types of advertisements during festival festive discounts and hence change in price.

Some advertisements announce a new pack sometimes; a manufacturer may update a very old
established and probably old fashioned container. At that time, it is necessary to promote the
product to assure the consumers that the product is the same or better in quality. Consumers
may suspect that a new pack means a different or inferior product so the new pack is
announce through advertisement assuring the consumers about the quality product.

For various reasons such as competition, slack season, the business houses may plan to give
special offers need to be advertised. For example, Buddha Air announcing mileage card
system offers to their regular clients traveling some sectors.

Some manufacturers advertised to sell direct while other advertise to test a medium. The
advertising objectives or reasons for advertising differ as per the advertisers' requirement.
The other objectives of advertisements can be to educate consumers, to announce the location
of stockiest, to challenge sales, to maintain sales etc.

Rohloff (1966) made a study on the topic “Quantitative Analyses of the Effectiveness of TV
Commercials”. The study attempted to build a logical framework for interpreting data
collected in the course of measuring the effects of a single exposure of a television
commercial. The structural relationship discussed here enables one to interpret data better
than if measures such as the pre-post brand choice increment were interpreted literally. The
typical test of advertising commercial measures one or more of the following, before and/or
after exposure to the commercial: brand choice, awareness, ore recall, and advertising copy of
commercial situation recall. The structural relationship comes from two important facts-
attitude and beliefs of consumers changes through time (time variance), and because of
important differences between the individual members of the audience, one test audience at a
particular time can differ significantly from another audience at the same time (audience
composition). When a commercial is exposed to selected audience, they will be increasingly
likely to choose the brand advertised if the commercial is effective. Brand awareness will
increase. However, the pre-post brand choice increment will decrease on continued exposure
to the commercial. Commercials on new brands should show a higher pre-post choice
increment than commercials on existing brands. If the brand name of an established brand is
substituted in the outstanding commercial for a new brand, the pre-post brand choice
increment will be significantly reduced.

Bishnoi and Sharma(2009) made a study on the topic “The Impact of TV Advertising on
Buying Behavior: A Comparative Study of Urban and Rural Teenagers”. The study aimed to
know the influence of TV advertising on their buying behavior amongst school/college going
teenagers of Haryana. For this purpose data was collected from 866 respondents (teenagers).
A multi stage sampling method was used for this purpose. A comprehensive questionnaire
was constructed covering 30 variables related to the impact of TV advertising. The data was
analyzed by applying counts, percentages, means and ANOVA. Cronbach’s alpha was used to
test the reliability of the data. The results showed that rural teenagers like television
advertising more than their urban counterparts and preferred to buy and experiment with new
products. However, rural teenagers’ purchase decision was based on collective approval from
family members. Urban teenagers do not agree that they buy advertised products necessarily;
moreover they like advertisement of products that they already use and believe that the
quality of the product is as good as expected from TV advertisements. The study also
revealed that the influence of TV advertisements towards generating purchase is more
dominant on male teenagers than female counterparts.

El-Adly (2010) in his study concluded that with regard to the enjoyment factor of TV ads,
heavy avoiders found little to enjoy in them. Therefore, advertisers - in developing countries
such as Egypt in particular - should use all possible means to make TV ads more attractive,
interesting and enjoyable. This can be done by developing more than one ads design,
pretesting them before broadcasting and selecting the most enjoyable. The same ad should
not be repeated to excess, to obviate boredom. Advertisers should also change ads more
often, to reduce consumer boredom and should produce more creative advertising which
breaks free from the advertising clutter. Advertisers should also take the information aspect of
ads into consideration. Light avoiders had positive attitudes to TV ads as a valuable source of
information which gave them up-to-date information about products available in the
marketplace. Both sorts of avoider, however, had negative attitudes or tended to have
negative attitudes to TV ads for not showing them products which were consistent with their
personality or lifestyle. Therefore, advertisers should study their target viewers to discover
their characteristics, interests, and lifestyles. Information about the target viewers can be
useful for designing the messages in advertising and using people who can suggest similar
characteristics and lifestyles to act in and introduce the ads. Moreover, to increase viewers’
attention to TV ads and to enhance information recall, advertisers are recommended to use
silence in TV ads.

Majeed and Razzak (2011) studied to check the impact of TV advertisement repetition,
celebrity endorsement and perceived quality on consumer purchase decision, the industry
which has been taken is detergent powder industry who gives their product ads on TV
channels. Because nowadays the ads of other products such as FMCG, telecommunication,
etc. on TV channels is increasing day by day. Results show that advertisement repetition, and
perceived quality has a positive significant impact on purchase decision of detergent powder.
But celebrity endorsement does not influence consumer purchase decision of detergent
powder. Repetition of detergent ads attracts viewer attention toward the product and also
affects their brand selection decision. Similarly the perceived quality of detergent powder
also influence consumer to purchase that brand.

Ansari & Joloudar (2011) found in their study the positive impact of TV advertisement on
customers' attention to advertisement, interest for purchasing, desire for purchasing, action
ofpurchasing and customers' satisfactions. Impact of TV advertisement in all stages of model
was effective and all hypotheses are accepted. In fact TV have some main privileges such as
access to large audience in a cost-efficient manner, sound and moving images, high
attractiveness, attracting attention that made it as a good and effective media among others.
Certainly advertisement have an important role in customers' purchasing behavior but
satisfaction of products after purchasing, is an important factor that marketers and advertising
agencies must to consider it. Also, they are some other variables which cause to customers'
attention to advertisement, interest for purchasing, desire for purchasing, action of
purchasing, customers' satisfactions. Thus, it is recommended that future researches take
consider the probable influence of other variables.

Mandan, et al (2012) studied to examine the structural relationship between advertising,


customers ‘satisfaction influenced by advertising, perceived value, and behavioral intentions
in Agriculture bank and to examine which evaluative dimensions of advertising have the
strongest impact on behavioral intentions. Based on the literature review, six evaluative
dimensions of advertising were introduced: relevant news, brand reinforcement, stimulation,
empathy, familiarity, and confusion. Two dimensions of perceived value were also presented
that are utilitarian value and hedonic value. Data analysis revealed which attributes in
advertising have the most significant impact on inducing positive satisfaction and which one
is helpful in creating customers’ positive behavioral intentions. A strong relationship was
found between relevant news and satisfaction, indicating that relevant news is a strong factor
in influencing positive satisfaction. In contrast, it was revealed that the brand reinforcement
factor in advertising does not have a significant impact on positive satisfaction. The results of
data analysis revealed that entertainment does not have a strong impact on consumers’
satisfaction. According to the data analysis conducted for this study, the empathy factor in
advertising does not have impact on satisfaction. The results of this study indicate that
familiarity exerts a significant influence on customers’ satisfaction.

Khandai and Agrawal (2012) did a survey which concluded that advertisements on television
have significant impact upon the brand preference of the target audience (childrenfrom 8 to14
years). The variables under study were: Advertisement influence on brand preference, Impact
of pester power on consumption behavior, Impact of peer group./parents on information
processing, Impact of advertisement on purchase behavior. These values are more than the
level of significance i.e. 0.05 and as per the p-value rule, all these variables are insignificant.
Only one variable, i.e. advertisement effect p-value is 0.000. This is less than the alpha-value
i. e. 0.05, which is considered significant. The value of R-square indicates that 34% of the
times the independent variables, i.e. advertisements on television leading to brand preference,
peer pressure, pester power, parents influence impact the dependent. From the survey
conducted and data collected, it is evident that advertisements on television have significant
impact upon the brand preference of the target audience (children in the age group 8 to14
years) which represents enormous purchasing power. The brand preference as developed by
the children would continue to be their preferred brand as they move into adulthood. Another
significant finding which probably may have long term implications is the fact that parental
influence over children appears to be eroding slowly and steadily. This also implies that
children are seeking freedom in their purchase and other decisions. It is also significant that
pester power which was considered to have an overwhelming presence in most households
hardly has a role to play.

Niazi, Siddiqui, Shah, and Hunjra (2012) did a study which showed that there is positive
relationship of emotional response with consumer buying behavior and no relationship
between environmental response and consumer buying behavior. Therefore, it is concluded
that consumers purchase products by emotional response, rather that environmental response.
In environmental response consumer do shopping unplanned but in this research consumer
purchase those products from which consumer are emotionally attached. These attachments
are created through advertisement as audio, video and text form, which appeals him or her.
This research is conducted in telecom sector; therefore for generalization of these results, it is
necessary for future researcher to empirically contribute to do this research by using other
brands i.e. mobile advertising, automobiles, electronics etc. There should be novelty approach
to attract the consumer buying behavior for future studies. Consumer buying behavior should
be checked by consumer psychological behavior and social concerns.

This study results are same that emotional response show positive relationship with consumer
buying behavior. This shows that consumer only buy those products, which have emotional
attachments. The result of study shows positive relationship of environmental response and
consumer buying behavior. However, in this study result are apposite that environmental
response has no relationship with consumer buying behavior.

Malik et al.(2013) in their study wrote that advertisement is considered the prime factor for
the success of any business. It ranges from simple words of mouth to the full blown
marketing campaigns. Enormous efforts and money is invested in composition of a
persuasive, compelling advertisement. On the other hand consumer perception is also deemed
as one of the strong marketing tool through which a company can successfully reach its
consumers. Once the company knows the psychology of how the consumers make their
decision, it can really help improving their marketing strategies. The process of building
perception starts with stimuli. Pleasant, unpleasant, surprise and contrast (to surroundings) are
some of the marketing stimuli to build consumer perception. Positive consumer perception is
believed to be a sure way to increase the buying patterns. Consumer perception is also
developed globally by engaging the customers in variety of activities, by creating healthy
opportunities for the customers, by fulfilling social responsibilities and by putting the
customer needs above all. Through different advertising tools and by developing positive
perception the customers are made to believe that product belongs to them which builds their
confidence towards the product and significantly improves the buying behavior.

Patel and Jain (2013) did a study on “The Impact of tv advertising on youth buying behavior”
with the objective to establish whether the effects of TV advertising influences today’s youth
for buying decisions. Study was conducted in the age group 18-21 years old adolescents of
Indore who visited the mall while conducting the survey were regular viewers of TV. Almost
42 youngsters filled the questionnaire at the shopping mall. The study suggests TV
advertising has enhanced their involvement in product selection and purchase. They prefer to
buy and experiment with the new products. 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.

Machey & Bordoloi (2013) concluded in their study that 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 not only adult consumers but also the adolescents. Adolescents are
manipulated by advertisement promise that the product will do something special for them
which will transform their life. The respondents were of the opinion that advertisements
played a vital role in introducing a new product in the family list and making better choice
during shopping. Majority of the respondents after watching an advertisement wanted to buy
the new brand introduced in the market, they were disappointed when they were not allowed
to buy products of their choice and were of the opinion that T.V. advertisements helped them
to make better choice during shopping. The respondents utilized their pocket money received
every month for shopping. The main items purchased from the pocket money were food,
cosmetics, gifts and cards. They mostly went to shopping with parents. They planned their
shopping after discussion with family members. In purchase of food items, stationary,
cosmetics and toiletries, the students were influenced by T.V. advertisements. In case of
clothing they were guided by fashion, friends and boutiques. The respondents preferred to
buy branded and standardized products which are more advertised on Television. The product
information aided the respondents in the wise purchase of various products. On the basis of
this study it may be stated that further increase in informative factors such as price, quality
and suggested use of items advertise might improve the educational value of an
advertisement and make the consumers aware of prevailing prices. Specific information
regarding care and washing instructions of the clothing items advertised would be beneficial
to the consumers. The manufacturers should, therefore, take care to provide all the
information which would help the young consumers in decision making process.

Patton (2014) in her study sought to expose the relationship between product placement and
consumer purchasing habits, as well as investigate the positive effect of character influence
when selling a product. Although a majority of participants favored watching product
placement in a television show to watching a commercial advertisement, commercial
advertisements were still considered by participants to be more influential than placements
when eliciting action to buy the product. However, product placements are still seen to have
some effect on viewers when paired with a favored television character. Ultimately, when a
viewer sees a favored television character using a certain product, the viewer is more likely to
purchase that product than if it were a placed product in the background of the television
show. This study has concluded that in order to fully motivate audience members to purchase
a product seen in a television show, a favored character in the show must also promote the
product; unless commercial advertisements would be a better alternative for the product
advertised, in which case seem to be more influential than product placements.

Shivanesan(2014) made a study on the topic “Impact of Brand Image and Advertisement on
Buying Behavior- Comparative Study on Rural and Urban Consumers”. The study aims to
examine the impact of brand image and advertisement on buying behavior in Tamilnadu.
Judgmental sampling was used to identify respondents. Interviews were conducted as a
primary source of data collection. 100 sample consumers from urban area and 100
respondents form rural area were selected for this purpose. Secondary form of data collection
was also used which included sources like books, journals, magazines and websites. It was
found that advertisement have great impact on buying behavior of rural and urban customers.
Any purchase consideration involves research from the customers hence advertisements is
mostly adopted to get information about the products. Social and personal factors had major
influence on the buying behavior of rural and urban consumers. Word of mouth also had
influence towards consumer purchase and people were attracted towards advertisements.

Siddiqui(2014) made a study with the objective to highlight the influence of different contents
of advertisements on the consumer buying behavior in milk. The research is conducted in five
major cities of Pakistan with the sample size of 400 respondents selected by systematic
probability sampling technique and responses were collected with the help of structured
questionnaire. The research tool that is used in the study is the self-administered
questionnaire. The study indicates that the consumer is most responsive towards the quality of
the product shown in the TV advertisements. Therefore it is imperative to invest on the
advertisements which show the quality features of the products and make the consumer
responsive to create the purchase intention or actual purchase of the product. Celebrities are
very useful in building the brand image which is more likely to create the purchase intention
on the minds of the customer. The favorite celebrity creates likeliness for the product and
ultimately resulting into actual purchase behavior. The repetition of the advertisements
creates tedium. The advertisers should focus that they should produce something interesting
and now in the advertisement which appeals the customer and likely to create the purchase
intention.

Bonney (2014) did a study with 65 respondents where majority of them described
advertisements they were exposed to as attractive, interesting and informative. This forms the
awareness stage and grabs the attention of the consumer. Most people are likely to choose a
particular product over others if they find the advertisement exciting and informative enough.
Some people believe that as long as they have been exposed to the advertisement of a
product, it is authentic and better than its competitors. People also care about packaging and
referrals from friends and family. Even though people may sometimes buy a product based
solely on advertising, they still care about product quality and satisfaction. From the data
collected majority of the total respondents believed advertising messages. The study also
showed that consumers become customers if they are satisfied with a product without being
frequently exposed to its advertisement. Others also indicated that advertising can sometimes
be deceptive and misleading. People do not only want to understand the motives, methods
and practices of advertisers but also try to identify how to use advertising wisely in order to
satisfy specific needs. Also, the most prominent advertising medium as examined by this
study is television. It is therefore very important that advertisers select and frequently repeat
advertisements through the right medium to send the messages across.
Krishnakumar and Radha (2014) in their research said that TV ads impact viewers due to
various factors which have multiple dimensions. The influence of these commercials may be
due to the innovations in presentation, the theme of the ads, the charisma of the model, the
music, the slogans and the power of the brand and so on. It can be said with conviction that
the likeability factor of advertisements greatly influences the purchase decision of the viewers
and can transform even casual viewers in to a potential buyer. One of the biggest challenges
of the advertisers is to retain the effectiveness of advertisements by tailoring it with the
attention of the viewers. It is believed by the advertisers that the major objective of the
advertising is to influence a positive brand attitude formation. Competition from other
advertiser is unavoidable. To keep their ad visible they adopt a few strategies which can give
them fruitful results. To elicit an impact in audience, they combine the images, music, humor,
drama and much more in their strategies. Popularization of electronic media with multiple
channels created a situation of rising culture of ads.

Arshad et al. (2014) observed in his study that effective advertising is the major source to
generate sensations in consumers which motivate them to buy advertising mobile phone
products. Analysis revealed that the emotional responses created feelings of pleasure, arousal
and dominance after watching television ads. In reliability analysis all the items have highest
internal consistency which means that the responses are authentic for this research. In
regression and correlation coefficient all the items have positive values that predicted critical
relationship between advertisements and consumer buying behavior. Results about pleasure
showed that people feel happy, hopeful, pleased, satisfied as well as relaxed. Environmental
responses conveyed in ads build sensory modulation and consumer’s thinking match with
advertisement message. So, they thought that ad is appealing, entertaining and attracts their
attention. It is concluded from outcomes, that consumers felt good about the instantaneous
display of information shown in ads through images and texts. Customers are satisfied with
that information rate because ads exactly told them what they are expecting. Both the
emotional as well as environmental responses in advertisements have great influence on
consumer buying behavior and majority of people buy mobile phone sets after watching
television ads.

Hassan (2015) did a study on effectiveness of TVC which aimed to answer the question that
whether the residential background of consumers i.e. rural and urban has a varying effect on
the buying decision due to the television advertisements. The study also compared the effect
of TV advertisements among the males and females. The data was obtained from the general
public of Gujranwala city and its nearby villages. A sample of 400 questionnaires were
circulated and out of these 302 responses recorded and compared. Results indicated that rural
residents like the TV advertisements more than urban residents. It was also concluded that
urban residents do not purchase the goods unless they do not actually need it. Female
behavior towards purchase is more prejudiced by the TV advertisements than their male
counterparts. The study also portrayed that both gender groups and both residents think good
when they look at the ad of the product that they are by now using or having.

The study portrayed very interesting results and thus it is concluded from the study that rural
individuals and females like the TV advertisement more than urban residents and male
counterparts. Rural residents jointly make a decision with their family members which
product to be purchased and they also expect the same quality of the product that is shown in
TV advertisement while it is not so with the urban residents. Both genders and residents sense
good when they watch the ad of the particular product that they are by now having. The urban
citizens do not purchase the product that they don't need. The study proved that there is a
significant variation among the rural and urban residents on the issue that TV advertisements
enhance the engagement process of buying. It can also be concluded from the study that
buying behavior of female individuals is more influenced by the television advertisements
than their male counterparts.

Anjum, et al (2015)did a study to examine to what extent the religiosity change relationship
between television advertisement and consumers’ buying behavior. In this section, the results
of our study are discussed. Firstly, results of this study show that there is positive and
significant impact of television advertisement with the role of women on consumers’ buying
behavior. Generally, television advertisements create awareness, knowledge, interest and
reaction in consumers about a particular product. These also influence the buying behavior of
consumer and build the behaviors of society regarding products. In addition, television
advertisements help the people to make frame of decisions regarding products. Normally,
people are attractive towards that advertisement in which there is portrayal of women. In
other words, portrayal of women increases consumers’ attraction toward the products.
Furthermore, it is also possible that there is no influence of women portrayal in television
advertisements on consumers’ buying behavior. Secondly, results show that religiosity is an
important factor for changing perception of consumer buying behavior regarding a particular
product in religious minded consumers. The behaviors of religious minded consumers
become negative due to women portrayal in television advertisements. In other words, the
relationship of television advertisements and consumers’ buying behavior pattern become
negative and buying behavior decreases toward the product. But it is also possible that effect
of religions on marketing discipline has not accurately been held. Because consumers’ buying
behavior pattern affected by consumers’ intrinsic religiosity level. When intrinsic religiosity
level increases, involvement level about products also increased otherwise no effect.

Punniyamoorth & Parthiban (2015) did a study which concluded that advertisement and
consumer behavior was positively related. It was also found out that people form attitudes
towards objects on the basis of their beliefs, perception and knowledge about the products.
According to value expressive function of attitudes consumers preferred brand was haldirams
and these findings explained that consumers purchased that particular brand because it
seemed satisfactory to them. Through media consumer are attracted more so the companies
are used the media as a mode of promotion for the product. These findings mean that most of
the respondents had a positive attitude towards advertising by their various perceptions about
the use of advertising. This clearly shows a positive attitude toward advertising and hence is a
good indication for marketers. In order to further identify the effectiveness of advertising on
creation of awareness. Advertisement should not be too expensive, because the advertisement
leads and increase the prize of the product. Media should be selected according to the choice
of customers. Marketers are suggested to give more attention in making the advertisement to
make it effective for the sales of packed foods.

Rani and Sharma (2016) made a study to measure the impact of television commercials on
purchasing behavior of viewers. The study reveals that the male and female differ with regard
to desire for the TV advertised products. Females were found desiring more of the TV
advertised products in comparison to the males. On the whole teenagers are influenced to buy
the TV advertised products, as compared with those who are above 50 years. Females crave
to buy branded products to enhance lifestyle. TV advertisements affect the buying behaviour
of teenagers, therefore the advertisers should make an attempt in influencing the teens not
only as influencers of purchase decision but also retain them as their future consumers.
Additional features can be added into their products on timely basis and publish its benefits
through television commercials. Advertisements influence, either positively or negatively, so
a little extra social concern by marketer can add to the betterment of society in general and of
their positive image in particular, building strong brands in long run. Also, the finding
suggests that successful marketing is based on correctly representing customer life styles and
making products relevant to their lives. The study shows that television commercials play an
important role on the buying behavior of masses. The efforts have also been made to provide
workable suggestions to the advertisers and the marketers in this regard. Most of consumers
are interested in buying branded products which helps them to improve their lifestyle. It has
been observed that annual household income plays an important place in buying decision.
Another finding of the study is that the adults irrespective of their gender and area of
residence strongly consider that TV advertisements have impact on their mind and the
exposure to TV advertisements have not only enhanced their involvement in purchasing but
has resulted in increasing their frequency of purchase.

Khuong, et al. (2016) studied the implications of the research findings of television
commercials on customers’ loyalty are addressed. This study contributed to an overall
understanding of effect of television commercials on customers’ loyalty in Ho Chi Minh City
by examining the moderating effects of brand awareness. This study measures direct and
indirect effects of independent variables (music, trust, humor, interest, advertising message,
repetition and length) on dependent variables of customers’ loyalty through brand awareness.
This study also recommends that advertising manager should improve television advertisings
to induce brand awareness as well as brand loyalty. The practical implications to be drawn
from this study have to do with the way in which marketing managers should advertisement
in the future. This study also found that the brand recognition was one of considerations
factor that marketing managers believe that may lead to customers’ loyalty. The results
showed there were significant relationships between brand recognition and independent
variables. Thus, this study suggests that in order to accomplished brand recognition of
product, the organizations should focus on television commercials. Also, marketing manager
has to focus on the two main factor affect the brand recognition include trustful and
advertising message of television advertising. These two factors have a significant effect on
brand recognition of product in brand awareness of customers as well as customers’ loyalty.

Pallav (2016) wrote that to succeed in the Market, Companies will need to focus and
concentrate on the presentation of their Products. The Current Scenario says that the buying
behavior of consumers is changing rapidly like never before, so the companies should take
care of the interest and taste of the buyers. One of the main thing in media advertising is, that
all the advertisements are displaying for all viewers. Therefore many advertisements are
irrelevant for many viewers. There must be a proper planning and strategies have to be used
to capture the mind-set of the viewers or consumers. Business organizations are rapidly
changing their domain and strategy to take benefit of this emerging global order. So it is
compulsory to change their presentation style which attracts more and more viewers.
Advertisements are the only effective means to communicate the consumers so it is an
important duty for all the companies to display proper and efficient advertisements which
meets the needs and interests of the viewers and consumers.

2.1.6 Types of Advertising

Advertising can be divided into two broad categories (a) consumer advertising and (b) trade
advertising. Consumer advertising is the type of advertising which is directed at the public
where as trade- advertising is directed at wholesalers or distributors who resell to the public.
Consumer advertising can be further divided into national advertising and local advertising.
National advertising is directed at consumers throughout the entire country. This type of
advertising usually aims to create awareness among the public of a product or service, or it
tries to build loyalty to a product or service. Local advertising aims to inform public in a
particular area where they can purchase a product or service. Advertising to the public also
take the form of institutional advertising, product advertising, image advertising, cooperative
advertising or informational advertising. Furthermore Government ad, Social ad, Commercial
ad, and others are some popular types of advertising which do influence more.

Rather than trying to sell a specific product, institutional advertising seeks to create a
favorable impression of a business or institution. It is designed solely to build prestige and
public respect.

For non-profit institutions, such advertising helps support the institution's activities i.e., by
encouraging blood donations or cash contributions for the work of an organization like the
Red Cross, INGOs, NGOs, Government advertisement, etc.. However the profit earning
business institutions advertising support to promote the product and quality for their
consumers.

2.1.7 Methods of Advertising

Medium is the instrument or the way through which the advertisements are put before the
public. It is the vehicle that carries the messages to the right readers, viewers, listeners or
passersby. In advertising agencies there are media planners and media buyers who are highly
experienced experts. The media owner exploits the advantages of their media in order to sell
air-time, space or sites .One of the functions of advertising is to select medium from among
the available alternatives that will maximize the number of people reached and the frequency
with which they are reached. The advertisers must first set the target market they want to
reach and then they must decide

(a)The desired frequency of the message exposure in order to effect the change in behavior
that will affect the sales of their brand

(b)The maximum number of the people in the' target market can be readied with the desired
frequency. The greater the frequency desired, the smaller the reach obtainable with a given
budget.

The media selection is a complicated process because not only is it necessary to choose
among major media types, such as television, radio, newspaper, but also specific selections
must be made within each general type. For instance, if magazines are chosen, specific
magazines and even issues must be selected.

Similarly, in case of radio and television, there is hot only the question of what networks or
stations, but what programs, what day or days of the week, time etc. to be considered as well.

The classification of different mediums into different groups differs from author to author.
The eastern concept and the western concept of classification are different. For example,
author Chunawala with other four authors in their book Advertising Theory and Practice have
classified advertising media as broadcast and non-broadcast media. Broadcast media include
radio and television where as the non-broadcast media include videos, cables, network,
cinemas etc. Besides these media, there is print media which includes newspaper and
magazines. These three media are called the "mass media" or "technological media". In
addition to these three media, they have explained the outdoor media like hoarding, postures,
banners, transit media etc. However, the media can be classified as:

1) Print media

The print media also can be classified in to:

(a) Newspaper, magazines

(b) Social media facebook, twitter)

(c) Hoarding boards, pumplets

2) Electronic media

The electronic media includes:


(a) Radio

(b) Television

(c) Video

(d) Cinema

(e) Electronic signs

(f) Sky-writing

2.1.8 Television Advertising

Television is one of the most powerful media in today's world. It is the latest medium of mass
communication and is now extensively used for advertisement.

The invention of television was a lengthy, collaborative process. An early milestone was the
successful transmission of an image in 1884 by German inventor Paul Nipkow. His
mechanical system, known as the rotating disk, was further developed by Scottish scientist
John Logie Baird, who broadcast a televised image in 1926 to an audience at the Royal
Academy of science in London. However, television becomes popular by 1950s in America
and within a decade it was spread over to European countries, Canada, Australia and Japan. It
gains popularity in Nepal much later. "Television broadcasting in Nepal started on regular
basis on 2041 B.S. (1985). Television broadcasting services of Nepal Television (NTV) which
started with limited resources, now broadcast its program for 114 hours a week basis through
its 3 studios, regional program production and broadcast center in Kohalpur (Bankke) and
Murtidanda (Ham), Nanijedanda Bhedetar (Dhankuta), Jaleshwar (Mahotarri), Hetauda
(Makwanpur), Daunne (Nawalparasi), Pulchowki (Lalitpur), Kakani (Nuwakot), Sarangkot
(Kaski), Tansen (Palpa), Butwal (Rupandehi), Harre (Surkhet) and 11 broadcast centers in
other locations in the kingdom. It is estimated that about 47% of the population living in 32%
of area of Nepal can watch the programs of Nepal television (NTV). Programs to increase
broadcasting capacity and extending reception area coverage are underway." (AAN news
bulletin; 2004:35)

Television as a medium of communication uses a scientific synchronization of sound, light,


motion, color etc. Because of these dominant characteristics of television, television
advertising is gaining popularity day by day .Fifteen years ago when the Nepal Television
(NTV) began its first transmission there was hardly one minute of advertising in a two hours
transmission. Today, the Nepal Television (NTV) has an average of 16 minutes 30second of
advertising per day of transmission.

The merits and demerits of television medium are as follows:-

Merits of television advertising

The main advantages of television advertisement are as follows:

1) Deep Impact

As television combines sight, sound and motion, advertisement through television is most
impressive and effective. Television advertisements have the capability of affecting the eyes,
ears and the feelings of the viewers. True to life presentation can be made through television.
Availability, outlook, special features, utilities etc information of the products can be easily
demonstrated through television advertising. It appeals to the senses of viewers and can draw
their high attention.

2) Life like presentation

Advertisement through television has a dominant advantage of life like presentation which no
other medium has. Advertisement with movement, color, sound, and sight is more appealing
than that without these characteristics. As such television advertising is the most advanced
form of advertising.

3) Selective and flexible

Television is a flexible medium as changes can be made at any time. The advertiser can
change the content of advertisements at any time. They can edit and retake their
advertisement if they are unsatisfied with the result though the process is costly. They can
also select the suitable time; channel etc. to broadcast their advertisement more effectively.
There are a wide variety of channels so the advertisers have more alternatives to choose.
They can also choose on the basis of the interest of their target customers and the coverage of
the television like local, national, international etc.

4) Mass communication

Television is one of the mass communication media. It has been observed that a person
normally watches television for three hours- a day. As such people come across television
advertisement more often than other form of advertisement. The effect of television
advertisement is so much that the people can't help themselves singing the advertisement
jingles or act like the actors in the advertisements. There are varieties of programs that every
viewer has something of interest. While watching the programs, the viewers also come across
the advertisements of the sponsor products. They are regularly reminded about such products.
In this way, television advertising appeals to the mass.

5) Better distribution

Television advertising is beneficial to not only the producer but also to the middleman. When
the producer advertised their product through the most advanced medium like television, the
middlemen like wholesalers, retailers etc also get the benefits in the form of maximization of
sale and profit.

Demerits of Television Advertising

There are some limitations of television advertisement which are as follows

1) High cost: Television is very expensive medium of advertising. Therefore, the small
business unit cannotafford television advertisement. In India, the cost of advertising through
television for only ten seconds is Rs. 45,000 to Rs.70,000. This is about 800 times more than
the cost of radio advertisement. In Nepal, the rate of advertising through television is
different for Nepali product and foreign product. In ordinary time, television advertising for
ten second cost Rs. 900 for Nepali product and Rs. 1800 for foreign product. This rate is
doubled if advertisement is to be transmitted at prime time. (Statistics: 2045). Now, television
advertising is much expensive and is increasing.

2) High clutter: "For a long time, television enjoyed the dominant position in media mix,-
other media were neglected. Then media researchers began to notice television's reduced
effectiveness, which was due to increased commercial clutter (advertisers beamed shorter and
more numerous commercials at the television audience, resulting in poorer audience attention
and impact.), increased "zipping and zapping" of commercials, and lowered commercial TU
viewing owing to the growth in cable TV and VCRS. Many advertisements are broadcasted
one after another in Television. Seeing too many advertisements for different products, the
prospective buyers often get confused irritated and hence, loose interest in advertisements and
switch on to another channels for programs avoiding advertisements.

3) Short life: Advertisement in television comes at once and then gone. It is like a flash of
communication which cannot be referred back as in newspapers and magazines. As such, the
life of television advertisement is short. The frequency of television advertisement will have
to be more to have an impact on the prospective buyer and it is so expensive.
4) Low reach: In a country like Nepal, where there is vast difference in urban and rural life
style, not all people afford to enjoy television. This is due to the fact that it is very expensive.
Rural poor people cannot afford to buy it. Moreover, in many villages of Nepal still there is
no electricity facility. So the advertisement which target audience also includes rural people,
television medium is not effective as it cannot reach to them.

2.2 Conceptual Framework

A theoretical framework details the relationship between the variables of the problems and
provides a foundation for the research. It details the relationship between the dependent and
independent variables to provide the framework for the hypothesis (Sekaran, 2003). In this
research the primary dependent variable is Television advertising. The independent variables
are credibility, pleasure, product information and helps in decision making.

Independent Variables Dependent Variables

Television Advertisement Consumer Buying


Behavior

Credibility
Marital Status
Pleasure
Age

Informative
Education

Decision Making Income

Moderating Variables

Figure 2. 1: Conceptual Framework


CHAPTER 3

RESEARCH METHODOLOGY

The following general outlined methods and approaches have been used for this study. The
study was to be conducted to analyze the objectives and research problems related to the
impact of TV advertisement on buying behavior. The research methodology was followed to
attend the basic objectives and the solution of the research problem.

3.1 Research Plan and Design

A research design serves as a master plan of the methods and procedures that should be used
to collect and analyze the data needed by the decision maker. It serves as a framework for the
study, guiding the collection and analysis of the data, the research instruments to be utilized,
and the sampling plans to be followed. This research is carried out by quantitative analysis.
This approach has been followed to collect the primary data through questionnaire. Similar
researches have also been considered to develop a guideline and get an understanding of the
factors. To conduct the primary research, sample size of 256 has been considered. The sample
was selected by the method of non-probability sampling, i.e., convenient sampling.

3.2 Description of the Sample

Bryman and Bell (2007) indicate that sample means “the segment of the population that is
selected for investigation”. It is the subset of the population. Population refers to entire group
of people, events or things of interest that the researcher wishes to investigate. Usually the
size of the population is too large. So it is not possible to analyze all of them. A sample of 256
was taken, owing to the need for a relatively large sample size while at the same time
considering the research cost and time, which represents the population of Kathmandu. The
targeted population of the study consists of respondents above 18 years in Kathmandu.
Consumers above this age are more familiar with purchasing and also independent about their
product choice. Therefore, they are more likely to use their discretion and react positively to
TV advertisement and its impact while engaging in their purchasing decision.

The respondents consisted of working women in the various sector of industries. Lastly, the
sample also consisted of people of various professions and also home makers who play a
major role in buying decision.
3.3 Data Collection Procedure

Both primary and secondary data was used in the research. The primary data was collected
via survey of 256 respondents using a closed ended questionnaire. The data was collected via
respondent administered research. The convenience sampling method was applied to choose
respondents.

The collection of data was done on the basis of different factors found in most of the samples
of the population. The total sample was classified on the basis of different attributes and
consumer habits. First, sample was classified on the basis of age into different groups. The
sample was be classified on the basis of different levels of education, marital status and
income.

3.4 Instrumentation of Data

A well-structured questionnaire was prepared as the main instrument of the data collection for
this study. The quantitative information that was collected through questionnaire was
represented into qualitative form by analyzing them properly. The questionnaire was carefully
designed so that it best serve the purpose of this study.

The questionnaire was distributed to 256 individuals. The questionnaire comprised of single
response and Likert scale questions. Before getting response from respondents, the objective
of the research and the way of filling the questionnaire was explained to them. It was divided
into two sections: personal details and research questions. The first section included
demographic profile of respondents such as age, income level, marital status, and education
level of the respondent. The second section included different factors of television
commercials affecting consumer buying decision. Single responded question and rating
question was asked through the questionnaire. Likert scale with five points scale was used in
the questionnaire for the research, where respondents had to choose appropriate answer on
scale from one being strongly disagreed to five being strongly agreed. This indicated the state
to what extent the consumer buying behavior are influenced by different factors.

In order to analyze the collected data, Microsoft Excel and SPSS software was used. These
tools were used for tabulation and calculation of the data collected from the respondents. The
data collected was analyzed through statistical tools and techniques, presented and interpreted
in tabular and graphical forms.
3.5 Validity and Reliability

In order to try to build validity and reliability for the literature review the theories are
primarily from scholarly journals, and in some cases, books of renowned authors. Many
different authors’ views on theories have also been collected, and theories which reflect the
general view of these selected. Similarly, structured questionnaire was used to conduct the
survey.

To make sure the research is valid and reliable, thorough research and consultation on every
step of the research was done from experts. A comprehensive research instrument was used to
develop and test before starting the real investigation. The questionnaire is developed after
discussion with the supervisor. The items were subsequently edited and selected bearing in
mind the research question. Cronbach’s Alpha coefficient was calculated to ensure the
validity and reliability of research questionnaire. If the value is more than 0.60 then it is
reliable. In this study, it turned out to be 0.893. Cronbach’s Alpha is a tool for assessing
reliability of scale, determining the internal consistency or average correlation of items in a
survey instrument. For this research, the value turned out to be 0.893, which is greater than
0.60 so the data is reliable.

3.6 Data Analysis Method

The primary data of the research was collected, managed and analyzed using various
statistical tools and techniques. Data management and analysis was done using both
descriptive and inferential statistical tools. The descriptive method includes percentage/
frequency distribution, cross tabulation, mean, median and so on. Under this, the data and
findings is presented in a clear manner in the form of tables and charts. Similarly, in case of
inferential statistical tools, both parametric and non-parametric test tools were used to
determine and study various characteristics of the sample. Parametric test such as one way
ANOVA, independent sample t-test, and Pearson’s correlation and non-parametric test such
as chi-square test, Spearman’s rank order correlation, etc. were used to study. For data
analysis, SPSS and Microsoft Excel was used.

Data management and analysis was done descriptively as well as inferentially. Under the
descriptive analysis, percentage/ frequency distribution, cross tabulation, mean, median, etc
were used. Similarly, in case of inferential analysis, both parametric and non-parametric test
were used to determine and study various characteristics of the sample.
CHAPTER IV

RESULTS AND DISCUSSIONS

This chapter consists of two parts data analysis and presentation. Data presentation covers
data on respondents’ characteristics; respondent’s buying behavior affected by television
commercials, and with independent factors proposed above in chapter 2. The given is
discussion in an analysis of the proposed hypothesis, their results and findings to answer the
research questions.

4.1 Presentation of Results

This research is mainly an exploratory type and the researcher has tried to obtain the good
representation of whole population. A survey was conducted with help of a questionnaire to
be filled by women. For the research, 256 sets of questionnaires have been filled by
respondents. Out of 380 questionnaires distributed, 79% responses have been received.

4.2 Descriptive Analysis

Information obtained from questionnaires is analyzed by using various tools. Since the goal
of the research is to analyze the impact of television advertisement on buying behavior of
women. This method of data analysis used in the study consists of tables, simple descriptive
statistics such as frequency, percentage, mean and standard deviation. In this section the
descriptive results of the data gathered through 256 questionnaires are summarized.

4.3 Respondents Profiling

This section presents the results and analysis of the descriptive statistics of the variables
under investigation. The figures and tables below presents the results of the frequency
distribution of the demographic variables statistics for the data collected from the
respondents. It comprises of the frequency and percent value of these demographic variables.

4.3.1 Age Group Frequency Distribution

The age of respondents of the sample surveyed is given in the following table.
Table 4.3.1: Age Group of Respondents

Age Frequency Percent


15-25 43 16.80
26-35 112 43.75
36-45 69 26.95
46 and above 32 12.5
Total 256 100
Source: Field Survey, 2017

The table 4.3.1 clearly shows that out of 256 sample size, the younger generation that is in
the age group of 15-25 was 43. Maximum respondents were in age group of 26-35 which
were 112 and 69 people were in age group of 36- 45. Only 32 people out of 256 who
answered were in the age group 46 and above. This also shows that the majority of
respondents that is 112 people were in the age group of 26 to 35. In percentagewise, 16.80%
respondents from the age group were of 15 to 25 years old. Similarly, 43.75% are of 26 to 35
years. The respondents of age group from 36 to 45 years and above 46 years old are 26.95%
and 12.5% respectively.
4.3.2Marital Status of Respondents Frequency

The marital status of respondents of the sample surveyed is given in the following table.

Table 4.3.2: Marital Status of Respondents

Marital Status Frequency Percent


Unmarried 92 35.94
Married 164 64.06
Total 256 100
Source: Field Survey, 2017

The table 4.3.2 shows that out of 256 sample size, unmarried women were 92 and that
of married women were 164 respondents. In percentage wise, 35.94% of respondents
were unmarried and 64.06% respondents were married women.

4.3.3 Educational background frequency


The educational background of respondents surveyed is given in the following table
Table 4.3.3: Education Background Frequency Distribution

Education Level Frequency Percent


SLC or below 25 9.77
+2 37 14.45
Bachelors 133 51.95
Masters 61 23.83
Total 256 100
Source: Field Survey, 2017

Out of sample size of 256 respondents 133 were had their bachelor degree and 61 of them
had completed their masters. The level of education of this sample size was quite good. 37
respondents had completed their secondary level of education. The table 4.3.3 shows that the
educational background of the respondents in the survey. Education level is one of the major
stepping stones in today’s world. Above table and diagram reveals that among 256
respondents, 51.95% of respondents were from Bachelors, 23.83% respondents were from
Masters. 14.45% and 9.77% of the respondent had completed Secondary level and primary
level of education respectively.

4.3.4 Frequency Distribution of Respondents Monthly Income


The summary of respondent’s occupation obtained from the survey is given in the following
table.
Table 4.3.4: Monthly Income of Respondents

Income Level Frequency Percent

5000-15000 53 20.70

15001-25000 99 38.67

25001-35000 65 25.39

Above 35000 39 15.23

Total 256 100

Source: Field Survey, 2017

The table 4.3.4 shows monthly income of the respondent in survey. From above table and
figure, 20.70% of the respondents earn income of Rs. 5,000 to 15,000 per month. The
respondent whose monthly income ranges from Rs. 15,001 to Rs 25,000 was 38.67%.
Similarly, a respondent whose income ranges from Rs. 25,001 to Rs. 35,000 was 25.39% and
only 15.23% of the respondents’ monthly income is above Rs. 35000. Thus, this finding
shows that most of respondents earn Rs. 15,001 to Rs. 25,000 as monthly income. It is
normally an accepted fact that people who are educated, young and have good disposable
incomes are people who like to spend and buy products.
4.3.5 Frequency Distribution of watching television by respondents
Table 4.3.5: Frequency of watching television by respondents

Frequency of watching
tv Frequency Percent
Most of the time 69 26.95
Sometimes 172 67.19
Often 6 2.34
Never 9 3.52
Total 256 100
Source: Field Survey, 2017

The table 4.3.5 shows that 26.95% of respondents watch television most of the times.
Similarly highest number of respondents that is 67.12% of respondents sometimes watch
television. Only 3.52% of the respondents never watch television and 2.34% of respondents
often watch television.
4.3.6 Frequency Distribution of sources of advertisement respondents think most
effective and reliable
Table 4.3.6: Sources of advertisement respondents think most effective and reliable

Effective source of Advertisement Frequency Percent


Television 145 56.64
Radio 6 2.34
Outdoors(hoarding board, pamphlets 9 3.52
Newspaper and magazines 40 15.63
Others (social networking sites like fb,
twitter) 56 21.88
Total 256 100
Source: Field Survey, 2017

The table 4.3.6 shows that maximum number of respondents thinks that television is most
effective and reliable source of advertisement. 145 respondents believe television is more
effective and reliable. The second effective source of advertisement respondents think as by
my sample is social networking sites like Face book, YouTube and Twitter. 40 respondents
think Newspaper and Magazines are more effective source of advertisement. Respondents
thinking outdoor source and radio are more effective source of advertisement are 9 and 6
respondents respectively.
4.3.7 Frequency distribution of usage of television advertisement to make purchases

Table 4.3.7: Frequency of usage of television advertisement to make purchases

Purchase after watching tv ad Frequency Percent

Yes 183 71.48

No 73 28.52

Total 256 100

Source: Field Survey, 2017

The table 4.3.7 shows that out of 256 sample size, respondents who purchased something
after watching television advertisement were 183 and that of respondents who did not
purchased were 73 respondents. In percentage wise, 71.48% of respondents purchased and
28.52% respondents were not interested in purchasing.

4.3.8 Frequency distribution of Television shows respondents watch

This summary of number of respondents who watch different television shows which were
News, Tele-serials, Comedy shows and Reality shows is given below.

Table 4.3.8: Frequency of respondents watching television shows

Television shows Frequency Percent


News 50 19.5
Tele-serials 59 23
Comedy Shows 55 21.5
Reality Shows 72 28.1
Others 20 7.8
Total 256 100
Source: Field Survey, 2017

The table 4.3.8 summarizes that there are specific television shows which respondents prefer.
There were no significant variations in respondents preferring television shows. 28.1%
respondents love watching reality shows, 21.5% preferred comedy shows, 23% respondents
watched tele serials, 19.5% watched news and 7.8% choose other shows.

4.3.9 Descriptive analysis of consumers’ credibility on television advertisements

Table 4.3.9: Descriptive analysis of consumers’ credibility

Std.
N Minimum Maximum Mean
Deviation
like television advertisement due to 255 1 5 2.85 1.035
its reliability
television advertisement are 256 1 5 2.79 1.052
trustworthy
television advertisement are 256 1 5 3.02 1.008
believable
Source: Field Survey, 2017

The above table reveals the descriptive statistic analysis of mean score of respondents’
satisfaction level regarding credibility of television advertisement. There were three factors to
determine the credibility. Those factors were presented in Five Likert scale where 1 stands for
Highly Dissatisfied, 2 for Dissatisfied, 3 stands for Neutral, 4 Satisfied, and 5 stands for
Highly Satisfied respectively. The score of each question were averaged to draw the mean
and the average mean score below 3 indicates the respondent with credibility of television
advertisement has certain knowledge but they are not satisfied.

From the table it can be inferred that, all the respondents were not satisfied with the
credibility of television advertisement. Among them believable factors were more satisfied
than other factors with the mean score of 3.02. The reliability factor among above, with the
mean score of 2.85 denotes that the consumers were least satisfied relatively other factors of
credibility.

4.3.10 Descriptive analysis of consumers’ pleasure of watching television advertisements

Table 4.3.10: Descriptive analysis of consumers’ pleasure

Std.
N Mean Deviation

like television advertisement because it is entertaining 256 3.64 1.173

television advertisement are exciting because it shows new 256 3.72 1.094
products

Colors, story and model attracts me advertisement 256 3.77 1.171

Source: Field Survey, 2017

The table above reveals that the people those who think television advertising have a pleasure
factor. Respondents were asked to indicate their likeliness on five point Likert scale on
whether they are highly satisfied or dissatisfied. It is observed that there is positive intention
to pleasure on television advertisement. The overall mean score above 3 indicates that
television advertisement does provide pleasure while making decision on buying products.

4.3.11 Descriptive analysis of consumers’ responds on informative factor of watching


television advertisements on buying behavior

Table 4.3.11: Descriptive analysis of informative factor

Std.
N Mean Deviation

New features about FMCG products 256 3.70 1.013

television advertisements helps in determining brand preference 256 3.51 1.141

Up to date information are provided by television advertisement 256 3.53 1.109

television advertisement provide more education about products 256 3.45 1.065

Source: Field Survey, 2017

The table 4.3.11 shows that in buying behavior of women the information factor is influenced
by the television advertisement. In the mean score of likert scale in the informative factor the
score is above 3.5 which people are satisfied with the information by the television
advertisement. The factors that were taken were information about new features, determining
brand preferences, up to date information of FMCG products and providing more education.
Hence, respondents feel that television advertisement have positive relation with the
information factor.

4.3.12 Descriptive analysis of consumers’ responds on decision making factor of


watching television advertisements on buying behavior

Table 4.3.12: Descriptive analysis of decision making factor

N Mean Std.
Deviation
when confused television advertisement helps in decision 256 2.83 1.013
making
helps in quick decision making 256 2.93 1.102
worthiness of FMCG product is determined through television 256 2.89 1.046
advertisement
Source: Field Survey, 2017

The table 4.3.12 shows that the mean scores are below 3 which means respondents are not
really influenced by television advertisement towards decision making in buying behavior. It
can be inferred that the participants have more of a neutral opinion. The television
advertisements by far haven’t been capable of satisfying their customers in buying behavior
with regards to decision making. The highest mean score of 2.93 portrays that customers are
quite satisfied with the way of quick decision making.

4.3.13 Descriptive analysis of impact of television advertisement on buying behavior of


women

Table 4.3.13: Descriptive analysis of buying behavior of women

N Mean Std. Deviation

Television advertisement helps in problem recognition 256 2.96 1.156

Television advertisement provides information 256 3.27 1.110

Television advertisement helps in evaluation of alternatives 256 3.34 1.051

Television advertisement helps in purchase decision 256 3.08 1.020

Television advertisement influence to purchase 256 2.96 1.026

Television advertisement helps in post purchase evaluation 256 3.04 1.093

Source: Field Survey, 2017

Table 4.3.13 shows the respondents analysis on the impact of television advertisement on
different stages of buying behavior of the women. Those factors were presented in Five
Likert scale where 1 stands for Highly Dissatisfied, 2 for Dissatisfied, 3 stands for Neutral, 4
Satisfied, and 5 stands for Highly Satisfied respectively. The score of each question were
averaged to draw the mean and the average mean score. The overall score was above 3 which
denotes that respondents were influenced by the television advertisement commercials. The
highest mean score of 3.34 on evaluation of alternatives which proves that respondents
evaluate the different FMCG products through television advertisement. Similarly mean
score of 2.96 in problem recognition represents the need of the product of FMCG products
are not been impacted by television advertisement. However, 3.27 mean score of information
search denotes respondents find information of FMCG products through television
commercials.

4.3.14 Descriptive analysis of overall buying behavior

Table 4.3.14: Descriptive analysis of overall buying behavior

Std.
N Mean Deviation

Overall buying behavior 256 3.1094 .80709

Source: Field Survey, 2017

Out of 256 respondents, we see that the mean of overall customer attitude towards overall
buying behavior is 3.10. This indicates that the customers in Kathmandu believe that their
overall attitude towards buying behavior is positive in relation to television advertisement of
FMCG products with regards to credibility, pleasure, information and decision making. Since
the average mean score is above 3, we can conclude that respondents have positive impact
with respect to buying behavior.

4. 4 Chi Square Test

The Chi Square tests a null hypothesis stating that the frequency distribution of certain events
observed in a sample is consistent with a particular theoretical distribution.

4.4.1 Analysis of consumer buying behavior by Age Group


Table 4.4.1: Analysis of consumer buying behavior by education level

Purchased anything after watching tv ad


Age of respondents Total
Yes No
27 16 43
15-25
62.80% 37.20% 100.00%
81 31 112
26-35
72.30% 27.70% 100.00%
36-45 51 18 69
73.90% 26.10% 100.00%
24 8 32
Above 45
75.00% 25.00% 100.00%
183 73 256
Total 71.50% 28.50% 100.00%

Chi-Square Tests

Value df p-value

Pearson Chi-Square 2.027 3 0.567

Source: Field Survey, 2017

Table 4.4.1 shows the association between age of respondents and purchase decision from
television advertisement. 62.80% of people from 15-25 age group responded that they have
been influenced by television advertisement to purchase FMCG products, 72.3% respondents
from 26-35 responded positively that they have been influenced and 73.9% of people from
36-45 age group responded that they have been influenced by television advertisement to buy
a product and 75% of the respondent who are above the age of 45 agreed that they have been
influenced by television advertisement to buy a product.

Chi Square Test shows that Chi Square Value is 2.027 and the p value is 0.567 which is
greater than 0.05. Thus we do not reject H0. This means that there is no significant
relationship between age and consumer buying behavior. There is no variation in proportion
of opinion among various age groups and they state similar opinion when asked about their
buying behavior in relation to being influenced by TVC.

4.4.2 Analysis of consumer buying behavior by marital status


Table 4.4. 2: Analysis of consumer buying behavior by marital status

Purchased anything after


Marital status of
watching tv ad Total
respondent
Yes No
61 31 92
Unmarried
66.30% 33.70% 100.00%
122 42 164
Married
74.40% 25.60% 100.00%
183 73 256
Total
71.50% 28.50% 100.00%
Chi-Square Tests

Value df p-value
Pearson Chi-Square
1.890 1 0.169

Source: Field Survey, 2017

Table 4.4.2 shows the association between marital status of respondents and purchase
decision from television advertisement. 66.30% of unmarried respondent responded that they
have been influenced by television advertisement to purchase FMCG products and 74.40% of
married women responded that they have been influenced by television advertisement to buy
a product.

Chi Square Test shows that Chi Square Value is 1.890 and the p value is 0.169 which is
greater than 0.05. Thus we accept H0. This means that there is no significant relationship
between marital status and consumer buying behavior. There is no variation in proportion of
opinion among marital status and they state similar opinion when asked about their buying
behavior in relation to being influenced by TVC.

4.4.3 Analysis of consumer buying behavior by education level


Table 4.4.3: Analysis of consumer buying behavior by education level

Educational Purchased anything after watching tv ad


level of Total
respondents Yes No
13 12 25
SLC or below
52.00% 48.00% 100.00%
26 11 37
+2
70.30% 29.70% 100.00%
102 31 133
Bachelors
76.70% 23.30% 100.00%
42 19 61
Masters
68.90% 31.10% 100.00%
183 73 256
Total
71.50% 28.50% 100.00%
Chi-Square Tests
Value df p-value
Pearson Chi-Square
6.659 3 0.084
Source: Field Survey, 2017

Table 4.4.3 shows the association between educational level of respondents and purchase
decision from television advertisement. 52% of respondent of SLC passed responded that
they have been influenced by television advertisement to purchase FMCG products, 70.30%
of respondent of +2 passed responded that they have been influenced by television
advertisement to purchase, 76.70% of respondent with bachelors degree responded that they
have been influenced by television advertisement to purchase and 68.90% of masters degree
responded that they have been influenced by television advertisement to buy a product.

Chi Square Test shows that Chi Square Value is 6.659 and the p value is 0.084 which is
greater than 0.05. Thus we accept H0. This means that there is no significant relationship
between educational level and consumer buying behavior. There is no variation in proportion
of opinion among educational level and they state similar opinion when asked about their
buying behavior in relation to being influenced by TVC.

4.4.4 Analysis of consumer buying behavior by income level


Table 4.4.4: Analysis of consumer buying behavior by income level

Income level of Purchased anything after watching tv ad


Total
respondents Yes No
31 22 53
5000-15000
58.50% 41.50% 100.00%
78 21 99
15001-25000
78.80% 21.20% 100.00%
48 17 65
25001-35000
73.80% 26.20% 100.00%
26 13 39
Above 35000
66.70% 33.30% 100.00%
183 73 256
Total
71.50% 28.50% 100.00%
Chi-Square Tests

Value Df p-value
Pearson Chi-Square
7.602 3 0.055

Source: Field Survey, 2017

Table 4.4.4 shows the association between income level of respondents and purchase decision
from television advertisement. 58.50% of respondent of income level between 5000 to
150000 responded that they have been influenced by television advertisement to purchase
FMCG products, 78.80% of respondent having income level of 15001 to 25000 responded
that they have been influenced by television advertisement to purchase, 73.80% of
respondent with 25001 to 35000 responded that they have been influenced by television
advertisement to purchase and 66.700% of women with income of above 35000 responded
that they have been influenced by television advertisement to buy a product.

Chi Square Test shows that Chi Square Value is 7.602 and the p value is 0.055 which is
greater than 0.05. Thus we accept H0. This means that there is no significant relationship
between income level and consumer buying behavior. There is no variation in proportion of
opinion among income level and they state similar opinion when asked about their buying
behavior in relation to being influenced by TVC.

4.4.5 Analysis of consumer buying behavior by television shows watched by women


Table 4.4.5: Analysis of consumer buying behavior by television shows watched by women

Purchased anything after watching tv ad


Television shows you watch Total
Yes No
36 14 50
News
72.00% 28.00% 100.00%
50 9 59
Tele-serials
84.70% 15.30% 100.00%
40 15 55
Comedy Shows
72.70% 27.30% 100.00%
48 24 72
Reality Shows
66.70% 33.30% 100.00%
9 11 20
Others
45.00% 55.00% 100.00%
183 73 256
Total
71.50% 28.50% 100.00%

Chi-Square Tests
Value Df p-value
Pearson Chi-Square
12.84 4 0.012
Source: Field Survey, 2017

Table 4.4.5 shows the association between television shows watched by respondents and
purchase decision made by the consumers. Respondents who watch tele-serials have slightly
higher tendency of buying the products shown in the advertisements during the commercial
break.

Chi Square Test shows that the p value is 0.012 which is less than 0.05 and Chi Square Value
is 12.840. Thus we reject H0. This means that there is significant relationship between
television shows watched by respondents and purchase decision made by the consumers. The
result shows that women who watched tele serials have more impact of television
advertisements in buying behavior.

4.4.6 Analysis of consumer buying behavior by television type of television


advertisement preferred to watch
Table 4.4.6: Analysis of consumer buying behavior by television type of television
advertisement preferred to watch

Purchased anything after watching tv


Type of television advertisement ad Total
you prefer to watch
Yes No
35 22 57
Social Advertisement
61.40% 38.60% 100.00%
118 31 149
Commercial Advertisement
79.20% 20.80% 100.00%
18 8 26
Government advertisement
69.20% 30.80% 100.00%
12 12 24
Others
50.00% 50.00% 100.00%
Total 183 73 256
71.50% 28.50% 100.00%

Chi-Square Tests

Value df p-value
Pearson Chi-Square
12.686 3 0.005

Source: Field Survey, 2017

Table 4.4.6 shows the association between type of television advertisements watched by
respondents and purchase decision made by the consumers. The total 118 respondents out of
256 respondents who watch commercial advertisements have slightly higher tendency of
buying the products shown in the advertisements during other type of advertisements.

Chi Square Test shows that the p value is 0.005 which is less than 0.05 and Chi Square Value
is 12.840. Thus we reject H0. This means there is significant relationship between type of
television advertisements watched by respondents and purchase decision made by the
consumers. The tendency to impact on buying behavior is higher who loved advertisements.

4.4.7 Analysis of consumer buying behavior by television ad appeal


Table 4.4.7: Analysis of consumer buying behavior by television ad appeal

What kind of television ad Purchased anything after watching tv ad


Total
appeal/influence Yes No
24 11 35
Emotional Appeal
68.60% 31.40% 100.00%
31 12 43
Rational Appeal
72.10% 27.90% 100.00%
9 3 12
Sex Appeal
75.00% 25.00% 100.00%
34 19 53
Moral Appeal
64.20% 35.80% 100.00%
85 28 113
Combination
75.20% 24.80% 100.00%
183 73 256
Total
71.50% 28.50% 100.00%
Chi-Square Tests
Value Df p-value
Pearson Chi-Square
2.399 4 0.663
Source: Field Survey, 2017

Table 4.4.7 shows the association between the appeal respondents choose and purchase
decision from television advertisement. 68.60% of respondent preferring emotional appeal
responded that they have been influenced by television advertisement to purchase FMCG
products, 72.10% of respondent preferring rational appeal responded that they have been
influenced by television advertisement to purchase, 75% of respondent with sex appeal
preferring responded that they have been influenced by television advertisement to purchase
and 64.20% of women with moral appeal responded that they have been influenced by
television advertisement to buy a product.

Chi Square Test shows that Chi Square Value is 2.399 and the p value is 0.663 which is
greater than 0.05. Thus we accept H0. This means that there is no significant relationship
between appeal of the television commercials and consumer buying behavior.

4 .5 Independent Sample T-Test

A t-test helps in comparing whether two groups have different average values or not. Here the
test is carried out between the factors influencing buying behavior and the response of
whether TVC influences consumer buying behavior.

4.5.1 Analysis of consumer buying behavior and Credibility information in television


advertisement
Table 4.5.1: Analysis of consumer buying behavior and Credibility information in television
advertisement

Std.
Purchased anything Std.
Credibility N Mean Error t-value p-value
after watching tv ad Deviation
Mean

Television Yes 183 3.11 0.972 0.072


advertisement 2.185 0.0331
No 73 2.79 1.067 0.125
are believable

Source: Field Survey, 2017


Table 4.5.1 explains the relationship between influences of credibility factors in television
advertisement in consumer buying behavior. The mean 3.11 is greater than 3 which suggest
that the respondents think television advertisement are credible and has affected their buying
behavior.

The t value is 2.185 and p value is 0.0331 which is less than 0.05 so we reject the null
hypothesis. This means there is significant relationship between product credibility shown in
television advertisement and consumer buying behavior.

4.5.2 Analysis of consumer buying behavior and pleasure information in television


advertisement
Table 4.5.2: Analysis of consumer buying behavior and pleasure information in television
advertisement

Std.
Purchased anything Std. t- p-
Pleasure Factors N Mean Error
after watching tv ad Deviation value value
Mean
like tv advertisement Yes 183 3.86 1.015 0.075
because it is 4.373 0
entertaining No 73 3.1 1.356 0.159

Source: Field Survey, 2017

Table 4.5.2 explains the relationship between influences of pleasure factors in television
advertisement in consumer buying behavior. The mean 3.1 is greater than 3 which suggest
that the respondents think television advertisement are credible and has affected their buying
behavior.

The t value is 4.373 and p value is 0.000 which is less than 0.05 so we reject the null
hypothesis. This means there is significant relationship between pleasure factors shown in
television advertisement and consumer buying behavior.

4.5.3 Analysis of consumer buying behavior and information available in television


advertisement
Table 4.5.3: Analysis of consumer buying behavior and information available in television
advertisement

Purchased Std.
Std. t- p-
Informative Factors anything after N Mean Error
Deviation value value
watching tv ad Mean
Up to date Yes 183 3.59 1.012 0.075 1.204 0.231
information are
provided by No 73 3.38 1.319 0.154
television
advertisement
Source: Field Survey, 2017

Table 4.5.3 explains the relationship between influences of information available factors in
television advertisement in consumer buying behavior. The mean 3.59 is greater than 3 which
suggest that the respondents think television advertisement are credible and has affected their
buying behavior.

The t value is 1.204 and p value is 0.231 which is less than 0.05 so we do not reject the null
hypothesis. This means there is no significant relationship between pleasure factors shown in
television advertisement and consumer buying behavior.

4.4.4 Analysis of consumer buying behavior and decision making in television


advertisement
Table 4.5.4: Analysis of consumer buying behavior and decision making in television
advertisement

purchased Std.
Std. t- p-
Decision Making anything after N Mean Error
Deviation value value
watching tv ad Mean
when confused television Yes 183 2.92 0.931 0.069
advertisement helps in 1.962 0.052
decision making No 73 2.62 1.174 0.137

Source: Field Survey, 2017

Table 4.4.4 explains the relationship between influences of information available factors in
television advertisement in consumer buying behavior. The mean 2.92 is less than 3 which
suggest that the respondents think television advertisement do not affect their buying
behavior in decision making.

The t value is 1.962 and p value is 0.052 which is greater than 0.05 so we do not reject the
null hypothesis. This means there is no significant relationship between decision making
factors shown in television advertisement and consumer buying behavior.

4.6 Inferential Analysis/ One ways AVOVA

The one way analysis of variance (ANOVA) is used to determine whether there are any
significant differences between the means of two or more independent (unrelated) groups. It
is important to realize that the one- way ANOVA is an omnibus test statistic and cannot tell
which specific groups were significantly different from each other; it can only tell that at least
two groups were different.

4.6.3 Analysis between age groups and credibility


Table 4.6.1: Analysis between age groups and Credibility

Age Std. Std. F- p-


Credibility Factors Group N Mean Deviation Error value value

15-25 43 2.7 0.964 0.147

26-35 112 2.77 1.107 0.105


like television advertising
36-45 68 2.88 1 0.121 2.459 0.063
due to its reliability
Above 45 32 3.28 0.851 0.15

Total 255 2.85 1.035 0.065

15-25 43 2.63 1.113 0.17

26-35 112 2.72 1.109 0.105


television advertisement are
36-45 69 2.91 1.025 0.123 1.234 0.298
trustworthy
Above 45 32 3 0.762 0.135

Total 256 2.79 1.052 0.066

15-25 43 2.84 1.132 0.173

26-35 112 3.09 1.009 0.095


television advertisement are
36-45 69 2.94 0.922 0.111 1.082 0.357
believable
Above 45 32 3.19 0.998 0.176

Total 256 3.02 1.008 0.063

Source: Field Survey, 2017

Table 4.6.1 summarizes the results of ANOVA test which was applied to test whether the
credibility factors affected the buying behavior of respondents. Here, the mean response of
television advertisement being reliable and trustworthy is less than 3, which shows that the
respondents are not satisfied with this statement. However, the mean response of believable
factor is more than 3, this means it affects their buying behavior.
The F value of the television advertisement being reliable is 2.459 and p value is 0.063 and
since p value is less than 0.10, there is significant difference in attitude towards reliability in
advertisements among different age groups at 10% significance level. Hence, there is a
significant relationship between reliability of television advertisement and buying behavior of
different age groups.
The F value of the television advertisement being reliable is 1.234 and p value is 0.298 and
since p value is more than 0.05, there is significant difference in attitude towards reliability in
advertisements among different age groups. Hence, there is no significant relationship
between trustworthiness of television advertisement and buying behavior of different age
groups.
The F value of the television advertisement being reliable is 1.082 and p value is 0.357and
since p value is more than 0.05, there is significant difference in attitude towards reliability in
advertisements among different age groups. Hence, there is no significant relationship
between it being believable of television advertisement and buying behavior of different age
groups.

4.6.2 Analysis between age groups and pleasure factors


Table 4.6.2: Analysis between age groups and pleasure factors

Age Std. Std. F- p-


Pleasure Factors Group N Mean Deviation Error value value

15-25 43 3.09 1.394 0.213


like television 26-35 112 3.71 1.144 0.108
advertisement
36-45 69 3.74 1.08 0.13 4.406 0.005
because it is
entertaining Above 45 32 3.97 0.933 0.165

Total 256 3.64 1.173 0.073

15-25 43 3.42 1.139 0.174


television
advertisement are 26-35 112 3.72 1.084 0.102 1.821 0.144
exciting because it
36-45 69 3.91 1.134 0.137
shows new Above 45 32 3.72 0.924 0.163
products
Total 256 3.72 1.094 0.068

15-25 43 3.63 1.291 0.197

26-35 112 3.75 1.159 0.109


Colors, story and
model attracts me 36-45 69 3.77 1.165 0.14 0.751 0.523
advertisement
Above 45 32 4.03 1.062 0.188

Total 256 3.77 1.171 0.073

Source: Field Survey, 2017

Above table summarizes the results of ANOVA test which was applied to test whether
pleasure factor of television advertisements affected consumer buying behavior among
various age groups. Since mean response of all age groups is more than 3, this means that
pleasure factor affects their buying behavior.

The F value of the television advertisement being entertaining is 4.406 and p value is
0.005and since p value is less than 0.05, there is significant difference in attitude towards
entertainment in advertisements among different age groups at 10% significance level.
Hence, there is a significant relationship between reliability of television advertisement and
buying behavior of different age groups.

The F value of the television advertisement being exciting is 1.821 and p value is 0.144and
since p value is more than 0.05, there is significant difference in attitude towards exciting in
advertisements among different age groups. Hence, there is no significant relationship
between excitement due to new products of television advertisement and buying behavior of
different age groups.

The F value of the television advertisement being attractive due to colors, model and music is
0.751 and p value is 0.523 and since p value is more than 0.05, there is significant difference
in attitude towards attractiveness of television advertisement among different age groups.
Hence, there is no significant relationship between it being attractiveness factor of television
advertisement and buying behavior of different age groups.

4.6.3 Analysis of informative factor and educational level


Table 4.6.3: Analysis of Informative factors and Education level

Education Std. Std. F- p-


Informative Factors N Mean
Level Deviation Error value value
SLC or
25 3.8 0.866 0.173
below
Plus 2 37 3.68 0.852 0.14
New features about FMCG
0.128 0.944
products Bachelors 133 3.71 1.021 0.089
Masters 61 3.66 1.153 0.148
Total 256 3.7 1.013 0.063
SLC or
25 3.64 1.15 0.23
below
television advertisements Plus 2 37 3.46 1.043 0.172
helps in determining 0.149 0.93
Bachelors 133 3.51 1.112 0.096
brand preference
Masters 61 3.48 1.273 0.163
Total 256 3.51 1.141 0.071
SLC or
25 3.4 1.155 0.231
below
Up to date information are Plus 2 37 3.49 1.017 0.167
provided by television 0.404 0.75
Bachelors 133 3.51 1.126 0.098
advertisement
Masters 61 3.66 1.124 0.144
Total 256 3.53 1.109 0.069
SLC or
25 3.32 0.988 0.198
below
television advertisement Plus 2 37 3.57 1.042 0.171
provide more education 0.29 0.833
Bachelors 133 3.43 1.082 0.094
about products
Masters 61 3.46 1.089 0.139
Total 256 3.45 1.065 0.067
Source: Field Survey, 2017

Above table summarizes the results of ANOVA test which was applied to test whether
information factor of television advertisements affected consumer buying behavior among
respondents with their educational qualifications. Since mean response of all educational
groups is more than 3, this means that information factor affects their buying behavior.

The F value of the television advertisement being informative by providing new features
about FMCG products is 0.128 and p value is 0.944 and since p value is more than 0.05, there
is no significant difference in information factors of television advertisements among
different educational level groups. Hence, there is a no significant relationship between
television advertisement showing new features and buying behavior of different educational
level groups.

The F value of the television advertisement being significant factor for brand determination is

0.149 And p value is 0.93 and since p value is more than 0.05, there is no significant
difference in attitude towards branding of products through advertisements among different
educational level respondents. Hence, there is no significant relationship between brand of
FMCG products through television advertisement and buying behavior of different
educational level groups.

The F value of the television advertisement being up to date information provider by


television advertisement is 0.404 and p value is 0.75 and since p value is more than 0.05,
there is no significant difference in up to date information by television advertisement among
different educational level groups.

The F value of the television advertisement being significant factor for television
advertisement provide more education about products is 0.29 And p value is 0.833 and since
p value is more than 0.05, there is no significant difference in attitude towards television
advertisement provide more education about products among different educational level
respondents. Hence, there is no significant relationship between education information of
FMCG products through television advertisement and buying behavior of different
educational level groups.

4.6.4 Analysis of decision making and income level


Table 4.6.4: Analysis of Decision Making and Income level

Decision Making Std. Std. F- p-


Income Level N Mean
Factors Deviation Error value value

5000-15000 53 2.74 1.112 0.153


when confused 15001-25000 99 2.97 0.974 0.098
television
25001-35000 65 2.78 0.927 0.115 1.064 0.365
advertisement helps in
decision making above 35000 39 2.69 1.104 0.177

Total 256 2.83 1.013 0.063


5000-15000 53 2.91 1.131 0.155

15001-25000 99 3.02 1.069 0.107


helps in quick decision
25001-35000 65 3 1.104 0.137 1.212 0.306
making
above 35000 39 2.64 1.135 0.182

Total 256 2.93 1.102 0.069

5000-15000 53 2.87 1.177 0.162


worthiness of FMCG 15001-25000 99 2.96 0.957 0.096
product is determined
25001-35000 65 2.88 1.038 0.129 0.328 0.805
through television
advertisement above 35000 39 2.77 1.111 0.178

Total 256 2.89 1.046 0.065

Source: Field Survey, 2017

The F value of the television advertisement being significant factor for decision making with
regards to confusion is 1.064 and p value is 0.365 and since p value is more than 0.05, there
is no significant difference in attitude towards decision making regards to confusion of
products through advertisements among different income level women. Hence, there is no
significant relationship between decision making with regards to confusion of FMCG
products through television advertisement and buying behavior of different income level
groups.

The F value of the television advertisement for quick decision making television is 1212 and
p value is 0.306 and since p value is more than 0.05, there is no significant difference in quick
decision making by television advertisement among different income level groups.

The F value of worthiness of FMCG product is determined through television advertisement


for buying is 0.328 and p value is 0.805 and since p value is more than 0.05, there is no
significant difference in worthiness of FMCG product is determined through television
advertisement among different income level respondents.
4.7 Correlation Analysis

The correlation among the quantitative variables and show whether they have relationship or
not at 5% and 1% significance level. The factors of the table appear in the questionnaire as
follows:

4.7.1 Correlation analysis of television advertisement on buying behavior of women


Table 4.7.1: Correlation Analysis of Influence of Television Advertisement on buying
behavior

Influence X1 X2 X3 X4 X5 X6
Pearson
Correlation 1 .556** .429** .376** .323** .241**
television
Sig. (2-tailed) 0 0 0 0 0
advertisement helps in
problem recognition N 256 256 256 256 256
Pearson Correlation 1 .648** .542** .356** .414**
television
Sig. (2-tailed) 0 0 0 0
advertisement provides
information N 256 256 256 256
television Pearson Correlation 1 .541** .407** .520**
advertisement helps in Sig. (2-tailed) 0 0 0
evaluation of
alternatives N 256 256 256
Pearson Correlation 1 .677** .609**
television
Sig. (2-tailed) 0 0
advertisement helps in
purchase decision N 256 256
Pearson Correlation 1 .536**
television
Sig. (2-tailed) 0
advertisement
influence to purchase N 256
television Pearson Correlation 1
advertisement helps in
Sig. (2-tailed)
post purchase
evaluation N
**. Correlation is significant at the 0.01 level (2-tailed).

Source: Field Survey, 2017

X1= television advertisement helps in problem recognition


X2= television advertisement provides information
X3= television advertisement helps in evaluation of alternatives

X4= television advertisement helps in purchase decision


X5= television advertisement influence to purchase

X6= television advertisement helps in post purchase evaluation

 The correlation between X1 and other factors X2, X3, X4, X5 and X6 gives Pearson
correlation value of 0.556, 0.429, 0.376, 0.33 and 0.241 which means there is positive
correlation between X1 and other factors. Further, p values obtained from X2, X3, X4, X5
and X6 are all 0.000 < α 0.05so there is significant relationship between television
advertisement helping in problem recognition and other buying behavior.
 The correlation between X2 and other factors X3, X4, X5, X6 gives Pearson correlation value
of 0.648, 0.542, 0.356 and 0.414 which means there is positive correlation between these
factors. The p values are 0.000 which is less than α 0.05so there is significant relationship
between information gathering of buying behavior and buying behavior other factors.
 The correlation between X3 and X4, X5, and X6 is 0.541, 0.407 and 0.520 which means
there is positive relationship between these factors. The p value is 0.000 which is less than α
0.05so there is significant relationship between television advertisement helps in evaluation
of alternatives and other factors of buying behavior.
 The correlation between X4 and X5, X6 is 0.677 and 0.609 which means there is a positive
relationship between these factors. The p value is 0.000 which is less than α 0.05so there is
significant relationship between television advertisement helps in purchase decision and other
factors of buying behavior.
 The correlation between X5 and X6 is 0.536 which means there is positive relation between
these factors. The p value is 0.000 is less than α 0.05 which means there is significant
relationship between quality television advertisement influence to purchase and other factors
of buying behavior.

4.8 Reliability Test


Table 4.8.1: Correlation Analysis of Influence of Television Advertisement on buying
behavior

Reliability Statistics

Cronbach's Alpha N of Items

0.893 13

Since Cronbach's Alpha> 0.07, the data can be said to be reliable.


Summary of Test of Hypotheses

Hypothesis Statement Remarks

There is no significant relationship between credibility of TV


H01 Reject H01
advertisement and buying behavior
There is no significant relationship between pleasure of
H02 Reject H02
television advertisement advertisements and buying behavior
There is no significant relationship between product
H03 information through television advertisement and buying Accept H03
behavior.
There is no significant relationship between decision making
H04 Accept H04
through television advertisement and buying behavior.
CHAPTER V

SUMMARY AND CONCLUSION

5.1 Summary of Findings

The major factors taken into consideration in this study is impact of television advertisement
on buying behavior of women on the basis of different factors like credibility, pleasure,
informative and decision making. Other modifying factors were age, marital status,
educational level and income. These factors contribute to making an effective advertisement
that informs people about the product or service, creates desire in them to purchase the same
and turn it into action of actually purchasing the product.

Since majority of respondents (58.2%) were drawn by the television commercials, we can
infer that advertisement is of the highest concern to the customers. This can influence people
and lead directly to action if the commercials are credible and product features shown are
believable.

Some of the major outcomes of the research are highlighted below:

 A huge majority of the respondents agreed to have been influenced by television


commercials to buy a product, i.e., 72%.
 Most respondents preferred TV Commercials were in age group of 26-35 which were 81,
age group of 15-25 was 43 and 69 people were in age group of 36- 45. Only 32 people
out of 256 who answered were in the age group 46 and above.
 This also shows that the majority of respondents that is 112 people were in the age group
of 26 to 35. In percentagewise, 16.80% respondents from the age group were of 15 to 25
years old. Similarly, 43.75% are of 26 to 35 years. The respondents of age group from 36
to 45 years and above 46 years old are 26.95% and 12.5% respectively.
 The report shows that 26.95% of respondents watch television most of the times.
Similarly highest number of respondents that is 67.12% of respondents sometimes watch
television. Only 3.52% of the respondents never watch television and 2.34% of
respondents often watch television.
 The report shows respondents who purchased something after watching television
advertisement were 183 and that of respondents who did not purchased were 73
respondents. In percentage wise, 71.48% of respondents purchased and 28.52%
respondents were not interested in purchasing.
 The mean of overall customer attitude towards overall buying behavior is 3.10. This
indicates that the customers in Kathmandu believe that their overall attitude towards
buying behavior is positive in relation to television advertisement of FMCG products
with regards to credibility, pleasure, information and decision making.
 There is no significant relationship between age and consumer buying behavior. This
means the age doesn’t have anything to do with the impact of television advertisement
on buying behavior of women.
 There is no significant relationship between marital status and consumer buying
behavior.
 There is no significant relationship between educational level and consumer buying
behavior.
 There is significant relationship between television shows watched by respondents and
purchase decision made by the consumers. Respondents who watch tele-serials have
slightly higher tendency of buying the products shown in the advertisements during the
commercial break.
 Most of the respondents that is 46.09% of the respondents preferred watching
commercial advertisements and had tendency to purchase the FMCG products. The
tendency to impact on buying behavior is higher who loved commercial advertisements.
 There is significant relationship between product credibility shown in television
advertisement and consumer buying behavior.
 There is significant relationship between pleasure factors shown in television
advertisement and consumer buying behavior.
 There is no significant relationship between pleasure factors shown in television
advertisement and consumer buying behavior.
 There is no significant relationship between decision making factors shown in television
advertisement and consumer buying behavior.
 There is a significant relationship between reliability of television advertisement and
buying behavior of different age groups.
 There is no significant relationship between trustworthiness of television advertisement
and buying behavior of different age groups.
 There is no significant relationship between it being believable of television
advertisement and buying behavior of different age groups.
 There is a significant relationship between reliability of television advertisement and
buying behavior of different age groups.
 There is no significant relationship between excitement due to new products of
television advertisement and buying behavior of different age Groups
 There is no significant relationship between it being attractiveness factor of television
advertisement and buying behavior of different age groups
 There is significant relationship between different level of buying behavior of women in
regards to FMCG products.
 Since Cronbach’s Alpha is 0.893 which is greater than 0.07, the data can be said to be
reliable.

5.2 Conclusion

Television is considered as a popular and powerful medium of information and entertainment


to reach the audiences. In the present era, people are greatly influenced by what they see and
see repeatedly. The main aim of this study was to understand the effectiveness of television
commercials on women’s buying behavior in Kathmandu Valley. It is crucial that companies
pay attention to what factors of a TVC attracts customer so that they can get their point across
and turn potential customers into actual customers. Consumers are attracted by the pleasure
element because they can connect emotionally with the users of the product and the product
itself. Relying on humor in commercials can prove to be profitable to avoid zapping by the
viewers. So funny and witty scripts, comedians can be combined to produce a commercial.

Additionally, commercials with credibility quality features of products shown in them seem
to attract the viewers. This is not only informational but also initiates action to buy the
product. Also short commercials were found more preferable which a positive thing is
because lengthy commercials are expensive to broadcast for the companies and are not
preferable by most people. This study shows that music used in commercials, product
availability information shown, advertisement repetition, celebrity endorsements and
advertisement exposure has significant influence in the buying behavior of consumers.

So the quality of commercials puts an impact on the consumer. Advertising on TV costs


companies a huge sum, and if those are avoided by zapping then it is of no use. So the quality
of the commercials plays a huge role to grab the attention and impact on the buying behavior
of the consumers. So producing relatively short commercials that integrate humor and useful
product.

After consumers watch the television advertising, they want to get more information and

the results shows slightly weak relationships. Although people trust on television advertising

which is used as an information channel and a communication tool, they still have a low
attitude

towards television advertising in Nepal. The weak relation could be because still in Nepal,

traditional types of advertising are popular and similarly online advertising is increasing in
rapid ratio.

Respondents who have positive belief towards credibility and informative of television
advertisement have positive attitude towards television advertising. Women are still in
confusion to reliable and be trustworthy what television advertisement shows. However they
feel that television advertisements are more believable than other advertisement sources.
Similarly, in terms of pleasure, television advertising are more enjoyable to look at and
contains lots of excitement and surprises than other advertising types. In fact pleasure is the
most liked factor of television advertisement than other factors.

An important aspect of the study is that informative has a strong influence on general
attitude towards advertising than other factors. Respondents less believes and trust in
television advertising in Nepalese context. However they show positive behavior on it.
Television advertising provides valuable information about the products the people are
searching for and keep up to date about the products in the market. Respondents believe that
television advertisements has its decision making value and it is one of the mostly updated
information about products and services they need to obtain. It is found that people do not use
branded goods just because of television advertising. There are other factors in consuming
branded good. But they believe that they get information about branded goods through
television advertising.

5.3 Recommendations

First, advertisers should understand that music used in commercials attracts consumers so it
should be properly selected that goes with the theme of the advertisement. People do not like
to watch frequently appearing ads so advertisers should make a point to make necessary
changes to alter the commercials from time to time that grabs people’s attention. Advertisers
should also take the product quality information aspect of commercials into consideration.
This means that advertisers should focus on making the ads credible and believable to gain
the trust of customers. More often we find exaggerated animations and manipulated
information shown in ads that make consumers suspicious and don’t trigger them to buy the
product. Therefore, advertisers should study their target viewers to discover their
characteristics, interests, and lifestyles. Information about the target viewers can be useful for
designing the messages in advertising and using people who can suggest similar
characteristics and lifestyles to be used in ads.

The government should also take steps towards taking action towards companies coming up
with false and misleading advertisements that misguide the consumers. This leads to waste of
time and money on the company’s part and violates the consumers’ rights.

Future research on this topic could be vaster, which may include samples of people outside
Kathmandu. This way the opinion of more Nepali could be taken into consideration that can
help companies come up with effective advertisements that targets a larger audience. Thus in
general, people’s opinion towards online advertising is positive and contains lots of creativity
in online advertising. It plays important role in buying decisions and enjoy the best deal out
of the competing products. All the four factors i.e., credibility, informative, pleasure and good
for economy significantly contributed to the prediction of attitudes towards online
advertising. But still need to improve television advertising more as the results shows that
many respondents are still not supporting.
Table of Contents
CHAPTER I.............................................................................................................................................1
INTRODUCTION.....................................................................................................................................1
1.1Background of the Study..............................................................................................................1
1.2 Statement of the Problem...........................................................................................................3
1.3 Purpose of the Study...................................................................................................................5
1.4 Significance of the Study.............................................................................................................5
1.5 Research Question and Hypothesis.............................................................................................6
1.6 Limitations of the Study..............................................................................................................6
1.7 Operational Definition and Assumptions.....................................................................................7
1.7.1 Operational Definition..........................................................................................................7
1.7.2Assumptions..........................................................................................................................8
CHAPTER II............................................................................................................................................9
LITERATURE SURVEY AND THEORETICAL FRAMEWORK........................................................................9
2.1 Literature Review........................................................................................................................9
2.1.1 Impact of Advertising in General..........................................................................................9
2.1.2 Attitude towards television advertising in General............................................................. 10
2.1.3 Beliefs towards television advertising in General............................................................... 10
2.1.4 History of Advertising......................................................................................................... 12
2.1.5 Specific Reasons for Advertising......................................................................................... 14
2.1.6 Types of Advertising............................................................................................................ 27
2.1.7 Methods of Advertising...................................................................................................... 27
2.1.8 Television Advertising......................................................................................................... 29
2.2 Conceptual Framework.............................................................................................................. 32
CHAPTER 3........................................................................................................................................... 33
RESEARCH METHODOLOGY................................................................................................................. 33
3.1 Research Plan and Design.......................................................................................................... 33
3.2 Description of the Sample......................................................................................................... 33
3.3 Data Collection Procedure......................................................................................................... 34
3.4 Instrumentation of Data............................................................................................................ 34
3.5 Validity and Reliability............................................................................................................... 35
3.6 Data Analysis Method................................................................................................................ 35
CHAPTER IV......................................................................................................................................... 36
RESULTS AND DISCUSSIONS................................................................................................................. 36
4.1 Presentation of Results.............................................................................................................. 36
4.2 Descriptive Analysis................................................................................................................... 36
4.3 Respondents Profiling................................................................................................................ 36
4.3.1 Age Group Frequency Distribution..................................................................................... 36
4.3.3 Educational background frequency.................................................................................... 37
4. 4 Chi Square Test......................................................................................................................... 44
4.4.1 Analysis of consumer buying behavior by Age Group......................................................... 44
4.4.2 Analysis of consumer buying behavior by marital status.................................................... 45
4.4.3 Analysis of consumer buying behavior by education level.................................................. 46
4.4.4 Analysis of consumer buying behavior by income level...................................................... 47
4.4.5 Analysis of consumer buying behavior by television shows watched by women................48
4.4.6 Analysis of consumer buying behavior by television type of television advertisement
preferred to watch....................................................................................................................... 49
4.4.7 Analysis of consumer buying behavior by television ad appeal..........................................50
4 .5 Independent Sample T-Test...................................................................................................... 51
4.5.1 Analysis of consumer buying behavior and Credibility information in television
advertisement............................................................................................................................. 51
4.5.2 Analysis of consumer buying behavior and pleasure information in television
advertisement............................................................................................................................. 52
4.5.3 Analysis of consumer buying behavior and information available in television
advertisement............................................................................................................................. 52
4.4.4 Analysis of consumer buying behavior and decision making in television advertisement . 53
4.6 Inferential Analysis/ One ways AVOVA....................................................................................... 53
4.6.3 Analysis between age groups and credibility...................................................................... 54
4.6.2 Analysis between age groups and pleasure factors............................................................ 55
4.6.3 Analysis of informative factor and educational level.......................................................... 56
4.6.4 Analysis of decision making and income level.................................................................... 58
4.7 Correlation Analysis............................................................................................................... 60
4.7.1 Correlation analysis of television advertisement on buying behavior of women...............60
4.8 Reliability Test........................................................................................................................ 61
Summary of Test of Hypotheses.................................................................................................. 62
CHAPTER V.......................................................................................................................................... 63
SUMMARY AND CONCLUSION............................................................................................................. 63
5.1 Summary of Findings................................................................................................................. 63
5.2 Conclusion................................................................................................................................. 65
5.3 Recommendations..................................................................................................................... 66
List of Tables

TABLE 4.3. 1: AGE GROUP OF RESPONDENTS................................................................................................................. 37


TABLE 4.3. 2: MARITAL STATUS OF RESPONDENTS...........................................................................................................37
TABLE 4.3. 3: EDUCATION BACKGROUND FREQUENCY DISTRIBUTION..................................................................................38
TABLE 4.3. 4: MONTHLY INCOME OF RESPONDENTS........................................................................................................ 38
TABLE 4.3. 5: FREQUENCY OF WATCHING TELEVISION BY RESPONDENTS................................................................................39
TABLE 4.3. 6: SOURCES OF ADVERTISEMENT RESPONDENTS THINK MOST EFFECTIVE AND RELIABLE.............................................39
TABLE 4.3. 7: FREQUENCY OF USAGE OF TELEVISION ADVERTISEMENT TO MAKE PURCHASES.....................................................40
TABLE 4.3. 8: FREQUENCY OF RESPONDENTS WATCHING TELEVISION SHOWS.........................................................................40
TABLE 4.3. 9: DESCRIPTIVE ANALYSIS OF CONSUMERS ’ CREDIBILITY......................................................................................41
TABLE 4.3. 10: DESCRIPTIVE ANALYSIS OF CONSUMERS’ PLEASURE......................................................................................41
TABLE 4.3. 11: DESCRIPTIVE ANALYSIS OF INFORMATIVE FACTOR.........................................................................................42
TABLE 4.3. 12: DESCRIPTIVE ANALYSIS OF DECISION MAKING FACTOR...................................................................................42
TABLE 4.3. 13: DESCRIPTIVE ANALYSIS OF BUYING BEHAVIOR OF WOMEN.............................................................................43
TABLE 4.3. 14: DESCRIPTIVE ANALYSIS OF OVERALL BUYING BEHAVIOR.................................................................................44
TABLE 4.4. 1: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY EDUCATION LEVEL.................................................................... 44
TABLE 4.4. 2: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY MARITAL STATUS...................................................................... 45
TABLE 4.4. 3: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY EDUCATION LEVEL.................................................................... 46
TABLE 4.4. 4: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY INCOME LEVEL.........................................................................47
TABLE 4.4. 5: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY TELEVISION SHOWS WATCHED BY WOMEN.....................................48
TABLE 4.4. 6: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY TYPE OF TELEVISION ADVERTISEMENT PREFERRED TO WATCH............49
TABLE 4.4. 7: ANALYSIS OF CONSUMER BUYING BEHAVIOR BY TELEVISION AD APPEAL..............................................................50
TABLE 4.5. 1: ANALYSIS OF CONSUMER BUYING BEHAVIOR AND CREDIBILITY INFORMATION IN TELEVISION ADVERTISEMENT...........51
TABLE 4.5. 2: ANALYSIS OF CONSUMER BUYING BEHAVIOR AND PLEASURE INFORMATION IN TELEVISION ADVERTISEMENT ..............52
TABLE 4.5. 3: ANALYSIS OF CONSUMER BUYING BEHAVIOR AND INFORMATION AVAILABLE IN TELEVISION ADVERTISEMENT ..............52
TABLE 4.5. 4: ANALYSIS OF CONSUMER BUYING BEHAVIOR AND DECISION MAKING IN TELEVISION ADVERTISEMENT.......................53
TABLE 4.6. 1: ANALYSIS BETWEEN AGE GROUPS AND CREDIBILITY........................................................................................54
TABLE 4.6. 2: ANALYSIS BETWEEN AGE GROUPS AND PLEASURE FACTORS..............................................................................55
TABLE 4.6. 3: ANALYSIS OF INFORMATIVE FACTORS AND EDUCATION LEVEL...........................................................................56
TABLE 4.6. 4: ANALYSIS OF DECISION MAKING AND INCOME LEVEL.....................................................................................58
TABLE 4.7. 1: CORRELATION ANALYSIS OF INFLUENCE OF TELEVISION ADVERTISEMENT ON BUYING BEHAVIOR............................ 60
TABLE 4.8. 1: CORRELATION ANALYSIS OF INFLUENCE OF TELEVISION ADVERTISEMENT ON BUYING BEHAVIOR............................ 61
List of Figure

FIGURE 2. 1: CONCEPTUAL FRAMEWORK........................................................................................................................32

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