Abstract
Advertising is a tool by which the audience who may be the viewers, readers or listeners
are communicated and convinced to buy or taking any action regarding the products, or
getting information about the services provided. The TV advertisements influence the
consumers’ buying behaviour. The need of TV advertisement has increased with the fast
growth of mobile phones industry in Pakistan. This paper investigates the relationship
between independent variable of advertisement with dependent variables of consumer
choice, consumer awareness, consumer perception, and consumer motivation by getting
the responses of 250 respondents using questionnaires based on 5-point Likert scale from
the graduating students of various faculties at University of Karachi. The main results of
the study show a strong association between the independent and dependent variables. It
is a fact that the brands which are advertised on TV are purchased more because people
become emotionally attached with such brands or products. This study is very useful for
producers, distributors, wholesalers and retailers as well engaged in mobile business in
Pakistan.
Muhammad Siddique, Mariya Baig, Muhammad Abu Zar Wajidi. (2018) TELEVISION ADVERTISEMENTS MOTIVATE THE CONSUMERS OF MOBILE PHONES: AN OPINION FROM UNIVERSITY STUDENTS IN KARACHI, PAKISTAN, Journal of Social Science and Humanities, Volume 57, Issue 1.
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