Perceived Influential Aspects of TV Advertising
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.
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Biographies
Ajay Kumar is MBA and PhD in Marketing. Currently, he is serving in Central University of Haryana as Assistant Professor in Department of Management Studies. He started his career with industry in marketing domain. Subsequently, he started his teaching assignment in 2010. Since 2010, he has been talking and discussing with students matters relating to marketing, consumer behavior, brand management, research methodology and marketing research. During his teaching career, he has taught in J K Business School, Gurgaon; NIIT University, Neemrana, and Central University of Himachal Pradesh, Dharamshala. His research work has been accepted for presentation in Indian Institute of Management, Ahmedabad (IIM – A); Indian Institute of Management, Calcutta (IIM – C); Indian Institute of Management, Lucknow (IIM – L) and Indian Institute of Management, Indore (IIM – I) among many others. He has several research papers to his credit in journals of repute published by prestigious publishers including Palgrave, Springer, Elsevier and others.
Ruchi Sharma has 12 years of research and teaching experience in the field of Marketing Management. She earned her PhD in Business Administration in the year 2009. She has also done her MCom (NET), MBA in Marketing Management, PGDCA and PGDSRD (NIRD, Hyderabad). Her research interests include the study of consumer behavior, advertising and related underlying mechanisms. She has several research papers to her credit published in refereed journals and conference proceedings. She has also authored a book on business statistics. She has been a part of several FDPs, conferences, seminars and workshops in the field of Management.
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Article first published online: December 12, 2017
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