Parikalpana: KIIT Journal of Management

Open Access Open Access  Restricted Access Subscription Access

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.
User
Notifications
Font Size

  • Atkin, C. K. (1978). Observation of Parent-child Interaction in Super-market Decision–Making. Journal of Marketing, 42(4), 41-45

  • deChernatony L. From brand vision to brand evaluation. The strategic process of growing and strengthening brands, 3rd Ed. Butterworth Heinemann; 2010

  • Dodds, W. B., &d Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluation. Advances in Consumer Research, 12, 85-90 Dubey, J.and Patel, R. (2004). Ads that Work with Youth. Indian Management, 43(10), 68-74

  • Eastman, J.K., Goldsmith, R.E., Flynn, L.R. (1999).Status Consumption In Consumer Behaviour: Scale Development And Validation, Journal Of Marketing Theory And Practice, 7(3):41-52

  • Fishbein, M, & AJZEN I (1975), Belief, attitude, intention and behavior: An introduction to theory and research. Reading MA: Addison-Wesley.

  • Kotler P. Marketing management. Englewood Cliffs, N.J.: Prentice Hall; 2000 Kotwal, N., Gupta, N. and Devi, A. (2008). Impact of T.V Advertisements on Buying Pattern of Adolescent Girls. Journal of Social Sciences, 16(1), 51-55

  • Kraak, V. and Pelletier, D. L. (1998). How Marketers Reach Young Consumers: Implications for Nutrition Education and Health Promotion Campaigns. Family Economics and Nutrition Review, 11(4), 31-41

  • Krugman, Herbert E. (1972), ¯Why Three Exposures May Be Enough, Journal of Advertising Research, 12 (6), 11–14

  • Liebeck, L. (1998). The customer connection: children under 13. Discount Store

  • Moschis, G.P. and Churchill Jr. G.A. (1979). An Analysis of the Adolescent Consumer, Journal of Marketing, 43(3), 40-48

  • Nash, A., Pine, K. J., & Messer, D. J. (2009). Television alcohol advertising. Do children really mean what they say? British Journal of Developmental Psychology, 27, 85–104

  • News, No. 26 October: 55-57, [online] Ramalingam, V. P. (2006). Measuring advertisement effectiveness—a neural network approach. Expert Systems with Applications, 31, 159-163

  • Ramaswami, V.S. and Namakumari, S. (2004), Marketing Management, 3rd Edition, MACMILLAN, India

  • Robertson, T. S. and Rossiter, J. R., 1977. Children’s Responsiveness to Commercials. Journal of Communication, 24(4), 101-106

  • Saksena, G. (1990). Advertising Through T.V., Social Implications. Journal of Indian Institute of Mass Communication, 25(1), 44-49

  • Sashidhar, A. S. and Adivi, S. (2006). Advertising to Kids Is It Justified? Advertising Express, September, 12-16

  • Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behaviour. 5th Edition, New Delhi: Prentice Hall

  • Sellers Patricia (8 May, 1989) “The ABC’s of Marketing to Kids”, Fortune, pp.114-120

  • Verma, S. (2009). Do all advertising appeals influence consumer purchase decision: An exploratory study. Global Business Review, 10 (1), 33-43


Abstract Views: 409

PDF Views: 0




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

Abstract Views: 409  |  PDF Views: 0

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