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Perceived Influential Aspects of TV Advertising

Author

Listed:
  • Ajay Kumar
  • Ruchi Sharma

Abstract

There are plethora of studies highlighting the impact of advertising on various aspects of consumer behaviour. Still, there is dearth of studies scrutinizing the advertisements by exploring the influential aspects of advertising. This study attempts to find out the various influential aspects of advertisements and how these aspects influence the product selection, lifestyle and children behaviour. Study is carried out in one of the economically developed states of India (Haryana) using stratified convenience sampling. Data is collected from 421 respondents using a structured questionnaire. Results are generated by application of factor analysis and regression analysis. Seven influential aspects of advertisements were identified in the study—influence on children, positive influence on purchase, influence on social status, influence on attitude and behaviour, negative influence, influence on perceived quality and influence on women. Study further highlighted that two influential aspects—negative influence and influence on women—do not contribute to product selection, lifestyle and children behaviour. Rest of the influential aspects were found out to be impacting either product selection, lifestyle and children behaviour.

Suggested Citation

  • Ajay Kumar & Ruchi Sharma, 2017. "Perceived Influential Aspects of TV Advertising," Paradigm, , vol. 21(2), pages 192-210, December.
    • Handle: RePEc:sae:padigm:v:21:y:2017:i:2:p:192-210
    DOI: 10.1177/0971890717736216
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    References listed on IDEAS

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