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Television Advertisement and its Impact on Teenagers' Buying Behavior-A Study in Barasat City Kolkata


Affiliations
1 School of Management, Adamas University, Barasat-Barrackpore Road, Barasat, Kolkata - 700126, India
2 Institute of Management & Information Science (IMIS), Bhubaneswar – 751002, India
 

In the present era as the market has become wider, exchange patterns and complexities have also become huge in terms of number of offerings and offer -makers. In this context, the role of sellers is to develop a market sustainable strategy. For this they find the way of different ischolar_mains as well as media to reach the customer faster than competitors. In purchasing cycle, teenagers as a customer group, play a vital role. Keeping the thought in mind, the present study makes an attempt to find out the role of television advertisement in changing the mindset of consumers and energizing the inner current of consumers, which subsequently convert them into buyers in a techsavvy modern world. Data have been collected from the students of three universities, situated at Barasat city in Kolkata. The results indicate that to make the things clear in term of awareness and interest, television advertisement play really big.

Keywords

Television, Teenagers, Brand Awareness, Product Exposure, Advertisement.
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  • Television Advertisement and its Impact on Teenagers' Buying Behavior-A Study in Barasat City Kolkata

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Authors

Gouranga Patra
School of Management, Adamas University, Barasat-Barrackpore Road, Barasat, Kolkata - 700126, India
Chinmaya Kumar Dash
School of Management, Adamas University, Barasat-Barrackpore Road, Barasat, Kolkata - 700126, India
Rabinarayan Patnaik
Institute of Management & Information Science (IMIS), Bhubaneswar – 751002, India

Abstract


In the present era as the market has become wider, exchange patterns and complexities have also become huge in terms of number of offerings and offer -makers. In this context, the role of sellers is to develop a market sustainable strategy. For this they find the way of different ischolar_mains as well as media to reach the customer faster than competitors. In purchasing cycle, teenagers as a customer group, play a vital role. Keeping the thought in mind, the present study makes an attempt to find out the role of television advertisement in changing the mindset of consumers and energizing the inner current of consumers, which subsequently convert them into buyers in a techsavvy modern world. Data have been collected from the students of three universities, situated at Barasat city in Kolkata. The results indicate that to make the things clear in term of awareness and interest, television advertisement play really big.

Keywords


Television, Teenagers, Brand Awareness, Product Exposure, Advertisement.

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2017%2Fv13%2Fi2%2F164521