Impact of Television Commercials on Purchasing Behaviour of Masses

Nidhi Rani, Dr. Vikas Sharma

Abstract: In present day world, television has already become an integral part of life of masses. It is indeed a true fact that various media spread awareness but television advertisements plays a significant role in buying behaviour of people. Advertisement telecasted on television, has ability to combine the visual and audio communications and has capability to affect its target audiences. Thus, this makes advertisements an important medium to make people aware of any product. In light of this the present study was undertaken to measure the impact of television commercials on purchasing behaviour of viewers. A questionnaire was prepared to meet out the objective. The responses by the consumers of the questionnaire were complied into tables. For examining variables, percentage analysis was used. The outcome of the research revealed that adults have strong belief that television commercial has considerably influenced their buying behaviours. Finally some finding, limitations, conclusions and suggestion has been written in this paper.

Keywords: Television commercials, purchasing behaviour, significance of T V Advertisements