Key Words: Relevance, TV Ads, Effectiveness, Purchase Decision and Consumers.

Transcription

1 Reserch pper A STUDY ON RELEVANCE FACTOR IN EFFECTIVENESS OF TELEVISION ADVERTISEMENTS ON CONSUMER PURCHASE DECISION IN SALEM DISTRICT *Dr. K. Krishnkumr **Mrs. K. Rdh Abstrct Advertisements, s prt of communiction strtegies for mrketing, re used to drw consumer s ttention nd influence their decision to purchse the dvertised products nd services. Television dvertisements re the most uthorittive, influentil nd persusive dvertising medium s compred with other medi such s Rdio, Newsppers, Mgzines nd Internet. Television dvertisements tend to use well-known presenters, persusive messges nd udiovisul effects in perfect combintion for lively disply of products nd services. TV ds impct viewers due to vrious fctors which hve multiple dimensions. In this concept how the relevnce fctor leds effectiveness of television ds on consumer purchse decision. Both primry nd secondry dt utilized for this study. The primry dt collected through well designed questionnire by the wy of dopting convenience smpling technique from the consumers. The results reveled tht conviction, true informtion bout the products, reinforcement or remembrnce, clrity of the ds, highly relevnt informtion bout the products, effective presenttion were closely relted with effectiveness of TV ds on consumer purchse decision. Key Words: Relevnce, TV Ads, Effectiveness, Purchse Decision nd Consumers. * Assistnt Professor, Deprtment of Commerce, Periyr University, Slem-11. **Ph.D Reserch Scholr, Deprtment of Commerce, Periyr University, Slem-11. Introduction Advertisement is mediting tool of mrketing nd the most vitl component of promotionl ctivity; it is used by the mrketers to publicize the hppenings of the compny nd their offerings to the consumers. In the contemporry er, the influence nd impct of dvertisement over both the clsses nd the msses hs refined the entire mbience of mrketing. So, gret is the power of dvertisements to influence the buyer s decision tht it hs become mndtory for sellers to llocte ft budgets to the dvertising of their products. Along with the mnufcturer of products, the sellers nd mnufcturers lso entrusted with the responsibility of stimulting desire for their products in the minds of the customers nd dvertising is doing gret service. Television one of the powerful nd pproprite medium to promote the products with effective mode. In this pper dels with how the relevnce fctor (i.e, informtion relted with products expected by the consumers) gives greter impct on the effectiveness of TV Ads on Consumer Purchse Decision. An over view on television dvertising Television is considered s populr nd powerful medium of informtion nd entertinment to rech the udiences. Television dvertising hs been populr medium for dvertisers ever since the first begn to pper in living rooms with the rrivl of cble television, production costs nd the opportunity to rech smller nd more trgeted mrkets, mking it medium for smll to medium - size business progrmmes like songs, news, interviews, comedy nd informtion ttrcts the lrgest udience thn ny other medium. Due to the technicl development, opportunities to dvertise on TV hve incresed over the pst yers. Audiences re exposed to hundreds nd thousnds of commercil messges dy. The willingness to wtch commercils in TV is decresing becuse of vrious resons. All the ds re not noticed by the udiences s well s not ll the ds re skipped by them, ds which hve some entertinment vlue re liked, wtched nd remembered by udience which is welcome response for the d mkers. The bsic ide of dvertising is to inform, educte nd motivte 23 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

2 Reserch pper potentil buyers. In this er, the medi of dvertisement mtters lot. In the present er, TV seems to be the most populr nd potent medi s people re gretly influenced by wht they see nd see repetedly. In urbn res especilly the TV is the most effective medium of dvertisement in persuding the viewer tht it hs become the most relible chnnel of promoting products, both existing nd newly lunched ones. Scope of the Study Cretive TV dvertisements tend to use wellknown presenters, persusive messges nd udio-visul effects in perfect combintion for lively disply of products. The TV dvertisements if used successfully in mrketing strtegies cn quickly ctch the ttention of potentil buyers tht will eventully decide to purchse the products. Its success depends on its uniquely cretive design with demonstrtion, ction, motion, the telling of touching stories nd enhnced by perfect combintion of udio-visul effects, despite the dvertisement of the internet nd e-commerce, cretive TV dvertisement re still considered to be the erliest mens to ttrct the consumers ttention. TV dvertisements re the most uthorittive, influentil nd persusive dvertising medium s compred with other medi such s rdio, newsppers, mgzines nd the internet. Importnce of the study TV ds impct viewers due to vrious fctors which hve multiple dimensions. The influence of these commercils my be due to the innovtions in presenttion, the theme of the ds, the chrism of the model, the music, the slogns nd the power of the brnd nd so on. It cn be sid with conviction tht the likebility fctor of dvertisements gretly influences the purchse decision of the viewers nd cn trnsform even csul viewers in to potentil buyer. One of the biggest chllenges of the dvertisers is to retin the effectiveness of dvertisements by tiloring it with the ttention of the viewers. It is believed by the dvertisers tht the mjor objective of the dvertising is to influence positive brnd ttitude formtion. Competition from other dvertiser is unvoidble. To keep their d visible they dopt few strtegies which cn give them fruitful results. To elicit n impct in udience, they combine the imges, music, humour, drm nd much more in their strtegies. Populriztion of electronic medi with multiple chnnels creted sitution of rising culture of ds. Review of literture 1.AdemolB.Owolbi (2009) stted tht mood is the knowledge of prticulr relevnce for the understnding of consumer behviour. This study is essentilly using two scles tht is ttitude towrds using dvertised products nd intention to try dvertised products were employed to mesure dvertising effectiveness by dopting the experimentl study where between subject design ws employed. The result reveled tht subjects in the induced positive mood group hve more positive ttitude nd greter intention to try dvertised products when compred with subjects in the induced negtive mood group. This ttempt cn be mde in finding the effect of consumer s mood on dvertising effectiveness on TV d in cse of consumers purchse decision. 2.JgdishN.Sheth (1974) exmines there different spects of effectiveness of dvertising communiction. First, how does specific dvertising communiction get distorted in the consumer s mind, wht re the dimensions of distortion nd wht fctors produce the cognitive distortion? Second, how does dvertising influence the consumer choice process? Two mechnism clled persusion nd reinforcement re discussed nd the underlying process of influence nd tctics re explored. Third, how does dvertising influence consumption behviour? Two mechnisms clled reminder precipittion re discussed nd the underlying processes nd tctics re explored. Finlly, the pper discusses sequentil linkge mong the four mechnisms of dvertising effectiveness nd gives opinions on the persusiveness of dvertising through ech mechnism. In the sme wy how mesure the effectiveness of TV Ads on Consumer Purchse Decision. 3. AvilshMeht(2000) stted tht print dvertising performnce is influenced by 24 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

3 Reserch pper consumers ttitudes towrds dvertising in generl. Here the uthor hs studied the Executionl nd medi fctors significntly influence dvertising performnce by dpting rndom telephonic interview hs been used to discover the ttitudes towrd dvertising, intrusiveness/recll nd persusion/ buying interests of the consumers. The result of this pper ws respondents with more fvorble ttitudes towrd dvertising reclled higher number of dvertisements the dy fter exposure nd were more persuded by them. In the sme wy ttitudes towrd TV dvertising on purchse decision. Sttement of the problem Television Advertisements enble customers to decide upon products nd services nd they ply mjor role in providing relevnt informtion. To increse the ttrctiveness of dvertisement nd to overcome the problem of dvertisement voidnce (zpping), dvertisement cretors use vrious strtegies nd by using tht they engges the udience in wtching them. Advertising through television medium combines sight, sound nd motion, ppeling to the senses nd therefore hs high ttention nd high rech. Consumers get confused regrding purchse decision-mking due to one nd forced exposure of ds. Sometimes they felt exploited by the dvertisers. The gol of dvertising is to present products or services in n effective wy so tht individul will purchse them. To mke the process successful dvertisers continuously tke dditionl efforts in creting the ds nd they constntly conduct reserch to know the impct of their efforts. Advertising is brnd building exercise, from the communiction point of view. Advertising is the rt of moving n ide from one person to nother. One of the importnt resons tht dvertising does not work is tht specific instnces, the informtion it conveys never reches the consumers in the intended wy, or is irrelevnt by the consumers to be meningless or judged. Hence, The TV Ads providers must concentrte on relevnce to the viewers nd mke them to consumer s persusion. Objectives of the study TV is medium which crries the messges to mss udience. Individul differ in their interest nd preferences. This study hs the objectives to understnd the relevnce fctor converted into purchse decision behvior of the udience. The following objectives were considered. 1. To study the socio-economic fctors of consumers 2.To identify vrious elements of Relevnce fctors in effectiveness of Television Advertisements consumer on Purchse decision. 3.To evlute the ssocition between the Demogrphic fctors nd the Relevnce fctors. Reserch methodology Both primry nd secondry dt utilized for this study. The primry dt collected through well designed questionnire by the wy of dopting convenience smpling technique from the consumers. The secondry dt collected from the text books, journls, reports, mgzines, websites nd other published sources. Softwre pckge for sttisticl solution utilized for nlysing the dt to extrct vrious qulittive nd quntittive fctors involving in Television Advertising effectiveness on purchse Decision of Consumers. Dt nlysis nd interprettion The Sttisticl tools re used for this study re Simple Percentge nlysis, Chi-Squre test to hve effective result of reserch nlysis. 25 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

4 Reserch pper 4.1 Findings of simple percentge nlysis (source: Primry Dt) 1. From the bove tble, it is shows tht mximum 45% of the respondents re living in rurl re nd minimum 21% of the respondents re living in semi urbn re. 2. Mximum 60% of the respondents re mle nd minimum 40% of the respondents re femle. Hence, the resercher concluded tht mjority of the respondents re femle. 3. Mximum 71% of the respondents re belongs to the ge group of below 30 yers nd minimum 4% ech of the respondents were under the ctegory of 41 to 50 yers nd bove 50 yers respectively. 4. Mximum 52% of the respondents re mrried nd 48% of the respondents re unmrried. Hence, the resercher concluded tht mjority of the respondents re belongs to mrried people. 5. Mximum 33% of the respondents re PG level eductionl qulifiction nd minimum 4% of the respondents re illiterte. 6.Mximum29% of the respondent soccuptions reothers like coolie, house wives, etc. nd minimum 8% of the respondents re griculturlist. 7. Mximum 49% of the respondent s monthly incomes re erned below Rs nd minimum 10% of the respondents re bove Rs Mximum 52% of the respondents re in cse of joint fmily nd minimum 48% of the respondents re in cse of nucler fmily. 9. Mximum 72% of the respondent s fmily sizes re 3 to5 nd minimum 11% of the respondents re up to 2. Assocition between demogrphic fctors nd fctors The ssocition between the personl profile fctors nmely Age, Eductionl Qulifiction, Occuption nd monthly income with the level of greement of the relevnce fctor in Effectiveness of TV ds on Consumer Purchse Decision ws nlysed in this section. The Chi-Squre test is used t 5% level of significnce. Assocition between Age nd Relevnce Fctor in the TV Ads Null Hypothesis H 0 : There is no ssocition between Age nd Relevnce fctors in Effectiveness of TV ds on Consumer Purchse Decision. Tble No- 2 Age Vs Relevnce Fctors S. No Sttements Vlue df P Vlue Remrks 1 The Ad Convincing me Not Significnt 2 The Ad is true & believble The Ad is Remembering & not esy to Forget 2 4 The Ad is Highly Relevnt The Clrity of the Ad is very High Not Significnt.116 Not Significnt.242 Not Significnt.842 Not Significnt 6 The Ad is very Effective Not Significnt 2 In cse of Relevnce fctors is the Ad convincing me, true & believble, remembering & not esy to forget, highly relevnt, very high clrity nd very effective of the P vlues re.983,.606,.116,.242,.842 nd.462 respectively. Since, P vlue is greter thn 0.05 the null hypothesis ccepted t 5% level of significnce. Hence, concluded tht there is no ssocition between the Age of the respondents nd Relevnce fctorsin Effectiveness of TV ds on Consumer Purchse Decision. 26 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

5 Reserch pper Assocition between Eduction nd Relevnce Fctor in the TV Ads Null Hypothesis H 0 :There is no ssocition between Eductionl Qulifiction nd Relevnce fctor in Effectiveness of TV ds on Consumer Purchse Decision. Tble No -3 Eductionl Qulifiction Vs Relevnce Fctor S. No Sttements Vlue df P Vlue Remrks 1 The Ad Convincing me Not Significnt 2 The Ad is true & believble Not Significnt 3 The Ad is Remembering & not esy to Forget Not Significnt 4 The Ad is Highly Relevnt Not Significnt 5 The Clrity of the Ad is very High Significnt 6 The Ad is very Effective Not Significnt In cse of Relevnce fctors is the Ad convincing me, true & believble, remembering & not esy to forget, highly relevnt nd very effective of the P vlues re.911,.722,.720,.736, nd.905 respectively. Since, P vlue is greter thn 0.05 the null hypothesis ccepted t 5% level of significnce. Hence, concluded tht there is no ssocition between the Eductionl Qulifiction of the respondents nd Relevnce fctor in Effectiveness of TV ds on Consumer Purchse Decision. In cse of Relevnce fctor is the clrity of the d is very high of the P vlue is.035 only. Since, P vlue is less thn 0.05 the null hypothesis rejected t 5% level of significnce. Hence, concluded tht there is n ssocition between the Eductionl Qulifiction of the respondents nd Relevnce fctor in Effectiveness of TV ds on Consumer Purchse Decision. Assocition between occuption nd relevnce fctor in the TV ds Null Hypothesis H 0 : There is no ssocition between occuption nd relevnce fctor in effectiveness of TV ds on consumer purchse decision. Tble No- 4 Occuption Vs Relevnce fctors S. No Vlue df P Vlue Remrks 1 The Ad Convincing me Not Significnt 2 The Ad is true & believble Not Significnt 3 The Ad is Remembering & not esy to Forget Not Significnt 4 The Ad is Highly Relevnt Not Significnt 5 The Clrity of the Ad is very High Not Significnt 6 The Ad is very Effective Not Significnt In cse of Relevnce fctors is the Ad convincing me, true & believble, remembering & not esy to forget, highly relevnt, very high clrity nd very effective of the P vlues re.145,.948,.812,.630,.331 nd.317 respectively. Since, P vlue is greter thn 0.05 the null hypothesis ccepted t 5% level of significnce. Hence, concluded tht there is no ssocition between the Occuption of the respondents nd Relevnce fctors in Effectiveness of TV ds on Consumer Purchse Decision. Assocition between monthly income nd relevnce fctor in the TV Ads 27 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

6 Reserch pper Null Hypothesis H 0 : There is no ssocition between ge nd relevnce fctors in effectiveness of TV ds on consumer purchse decision. Tble No 5 Monthly Income Vs Relevnce fctors S. No Vlue df P Vlue Remrks 1 The Ad Convincing me Significnt 2 The Ad is true & believble Significnt 3 The Ad is Remembering & not esy to Forget Significnt 4 The Ad is Highly Relevnt Significnt 5 The Clrity of the Ad is very High Significnt 6 The Ad is very Effective Significnt In cse of Relevnce fctors is the Ad convincing me, true & believble, remembering & not esy to forget, highly relevnt, very high clrity nd very effective of the P vlues re.905,.457,.658,.727,.563 nd.972 respectively. Since, P vlue is greter thn 0.05 the null hypothesis ccepted t 5% level of significnce. Hence, concluded tht there is no ssocition between the Monthly Income of the respondents nd Relevnce fctors in Effectiveness of TV ds on Consumer Purchse Decision. Findings, suggestions nd conclusion Findings 1. It is concluded tht mximum 45% of the respondents re living in rurl re nd minimum 21% of the respondents re living in semi urbn re. 2. It is concluded tht mximum 60% of the respondents re mle nd minimum 40% of the respondents re femle. Hence, the resercher concluded tht mjority of the respondents re femle. 3. It is concluded tht mximum 71% of the respondents re belongs to the ge group of below 30 yers nd minimum 4% ech of the respondents were under the ctegory of 41 to 50 yers nd bove 50 yers respectively. 4. It is concluded tht mximum 52% of the respondents re mrried nd 48% of the respondents re unmrried. Hence, the resercher concluded tht mjority of the respondents re belongs to mrried people. 5. It is concluded tht mximum 33% of the respondents re PG level eductionl qulifiction nd minimum 4% of the respondents re illiterte. 6. It is concluded tht mximum 29% of the respondent s occuptions re others like coolie, house wives, etc. nd minimum 8% of the respondents re griculturlist. 7. It is concluded tht mximum 49% of the respondent s monthly incomes re erned below Rs nd minimum 10% of the respondents re bove Rs It is concluded tht mximum 52% of the respondents re in cse of joint fmily nd minimum 48% of the respondents re in cse of nucler fmily. 9. It is concluded tht mximum 72% of the respondent s fmily sizes re 3 to5nd minimum 11% of the respondents re upto It is concluded tht there is close reltionship between the personl fctors of ge of the respondents nd Relevnce fctor in the TV ds like The Ad Convincing me, The Ad is true & believble, The Ad is Remembering & not esy to Forget, The Ad is Highly Relevnt, The Clrity of the Ad is very High nd The Ad is very Effectivere ssocite of the Purchse Decision. 11. It is concluded tht there is no reltionship between the personl fctors of Eductionl Qulifiction of the respondents nd Relevnce fctor in the TV ds like The Clrity of the Ad is very High is not ssocite of the Purchse Decision. 28 Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

7 Reserch pper 12. It is concluded tht there is close reltionship between the personl fctors of Occuption of the respondents nd Relevnce fctor in the TV ds like The Ad Convincing me, The Ad is true & believble, The Ad is Remembering & not esy to Forget, The Ad is Highly Relevnt, The Clrity of the Ad is very High nd The Ad is very Effective re ssocite of the Purchse Decision. Suggestions 1. It is concluded tht mximum level of respondents re giving positive impct on relevnt informtion bout the product is one of the fctor in effectivenessof TV Ads on consumer purchse decision. 2. The compny or Advertisement providers must concentrte on true informtion bout the products t the sme time Ad hs been ttrctive nd enthusistic wy. 3. In our competitive world the technology ply vitl role in dvertising. So, the mnufctures hs innovte some new technologies for stble for their mrket condition through cretive nd ttrctive Ads. 4. There is close reltionship between demogrphic fctors nd persusion of the consumers. Hence, the dvertisers should give opted dvertisements to ll types of consumers. 5. Products must be demonstrted with ccurte informtion nd void over imgintion nd then there hve lnguge problem to understnd the ds in cse of illiterte people. So, the dvertisers should give ds esy understnding wy. 6. Conviction, true informtion, remembrnce, clrity nd lso effective in the ds were closely relted with dvertising effectiveness on consumer purchse decision. Conclusion Ads not only inform the fetures nd benefits of the products. Imge of the products, brnd nd compny is lso built with the help of effective mrketing messges. TV 13. It is concluded tht there is close reltionship between the personl fctors of Monthly Income of the respondents nd Relevnce fctor in the TV ds like The Ad Convincing me, The Ad is true & believble, The Ad is Remembering & not esy to Forget, The Ad is Highly Relevnt, The Clrity of the Ad is very High nd The Ad is very Effective re ssocite of the Purchse Decision. does it effectively with its udio visul strength for the mrketers. Qulity of the dvertising messges increses the involvement level of the udience. This study results reveled tht the relevnt informtion is due to ds effectiveness nd consumer expecttions fulfill through ds in effective mnner leds to purchse decision. References 1. AdemolB.Owolbi Effect of consumers mood on dvertising effectiveness, Erope s Journl of psychology 4/2009, pp Jgdish N. Sheth, Mesurement of dvertising effective some theoreticl considertion, Journl of dvertising (1) pp AvilshMent, dvertising ttitudes nd dvertising effectiveness, Journl of dvertising reserch, My-June Beri, G.C., (2006). Mrketing Reserch, Third Edition, Tt McGrw-Hill Publishing Compny Limited. 5. Clisir, F. (2003). Web dvertising vs. other medi: young consumers view. Journl of Internet Reserch: Electronic Networking Applictions nd Policy, 13(5), Cooper DR, Schindler PS (2006). Business reserch methods, 9th Edition New York: McGrw-Hill. 7. Hller, T.B (1974) Wht Students Think of Advertising, Journl of Advertising, 14, 1, Lrkin, E. F. (1979). "Consumer Perceptions of the Medi nd Their Advertising Content."Journl of Advertising (8:2), 1979, pp Interntionl Journl of Business nd Administrtion Reserch Review. Vol.I, Issue No.2, Nov-Jn2014.

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