This study aims to establish whether the residential background of consumers has a
varying influ... more This study aims to establish whether the residential background of consumers has a
varying influence on their buying decisions due to the influence of TV advertising.
Objectives and Hypothesis: This research is conducted with a view to study the impact
of TV advertising on the buying behaviour of rural and urban teenagers in India. To
achieve the above objective, the following hypotheses were framed:-
1. There is no significant difference in the opinion of rural and urban teenagers’ as
far as the influence of TV advertising on their buying behaviour is concerned.
2. There is no significant difference in the perception of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.
3. There is no interaction between residential background and gender of the
teenagers to affect their buying behaviour with respect to TV advertising.
Methodology: The study was conducted on 866 teenagers of Haryana (431 male and 435
female) of which 440 were rural and 426 were urban. The data was analysed by applying
counts, percentages, means and ANOVA.
Findings: The study suggests that rural teenagers like television advertising more than
their urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is helpful in
buying the new products, getting the best product and also supports collective decision
making. The urban teenagers also want TV advertised products even though they do not
require them. They also like the advertisements of the products that they are using and
4
believe that products are as good as expected from TV advertisements. Buying behaviour
of male teenagers is more influenced by television advertisements than their female
counterparts.
Key Words: Teenagers, impact, television, advertising, rural
This study aims to establish whether the residential background of consumers has a
varying influ... more This study aims to establish whether the residential background of consumers has a
varying influence on their buying decisions due to the influence of TV advertising.
Objectives and Hypothesis: This research is conducted with a view to study the impact
of TV advertising on the buying behaviour of rural and urban teenagers in India. To
achieve the above objective, the following hypotheses were framed:-
1. There is no significant difference in the opinion of rural and urban teenagers’ as
far as the influence of TV advertising on their buying behaviour is concerned.
2. There is no significant difference in the perception of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.
3. There is no interaction between residential background and gender of the
teenagers to affect their buying behaviour with respect to TV advertising.
Methodology: The study was conducted on 866 teenagers of Haryana (431 male and 435
female) of which 440 were rural and 426 were urban. The data was analysed by applying
counts, percentages, means and ANOVA.
Findings: The study suggests that rural teenagers like television advertising more than
their urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is helpful in
buying the new products, getting the best product and also supports collective decision
making. The urban teenagers also want TV advertised products even though they do not
require them. They also like the advertisements of the products that they are using and
4
believe that products are as good as expected from TV advertisements. Buying behaviour
of male teenagers is more influenced by television advertisements than their female
counterparts.
Key Words: Teenagers, impact, television, advertising, rural
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Papers by Ruchi Sharma
varying influence on their buying decisions due to the influence of TV advertising.
Objectives and Hypothesis: This research is conducted with a view to study the impact
of TV advertising on the buying behaviour of rural and urban teenagers in India. To
achieve the above objective, the following hypotheses were framed:-
1. There is no significant difference in the opinion of rural and urban teenagers’ as
far as the influence of TV advertising on their buying behaviour is concerned.
2. There is no significant difference in the perception of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.
3. There is no interaction between residential background and gender of the
teenagers to affect their buying behaviour with respect to TV advertising.
Methodology: The study was conducted on 866 teenagers of Haryana (431 male and 435
female) of which 440 were rural and 426 were urban. The data was analysed by applying
counts, percentages, means and ANOVA.
Findings: The study suggests that rural teenagers like television advertising more than
their urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is helpful in
buying the new products, getting the best product and also supports collective decision
making. The urban teenagers also want TV advertised products even though they do not
require them. They also like the advertisements of the products that they are using and
4
believe that products are as good as expected from TV advertisements. Buying behaviour
of male teenagers is more influenced by television advertisements than their female
counterparts.
Key Words: Teenagers, impact, television, advertising, rural
varying influence on their buying decisions due to the influence of TV advertising.
Objectives and Hypothesis: This research is conducted with a view to study the impact
of TV advertising on the buying behaviour of rural and urban teenagers in India. To
achieve the above objective, the following hypotheses were framed:-
1. There is no significant difference in the opinion of rural and urban teenagers’ as
far as the influence of TV advertising on their buying behaviour is concerned.
2. There is no significant difference in the perception of male and female teenagers
regarding the influence of TV advertising on their buying behaviour.
3. There is no interaction between residential background and gender of the
teenagers to affect their buying behaviour with respect to TV advertising.
Methodology: The study was conducted on 866 teenagers of Haryana (431 male and 435
female) of which 440 were rural and 426 were urban. The data was analysed by applying
counts, percentages, means and ANOVA.
Findings: The study suggests that rural teenagers like television advertising more than
their urban counterparts. TV advertising has enhanced their involvement in product
selection and purchase, they prefer to buy TV advertised products and it is helpful in
buying the new products, getting the best product and also supports collective decision
making. The urban teenagers also want TV advertised products even though they do not
require them. They also like the advertisements of the products that they are using and
4
believe that products are as good as expected from TV advertisements. Buying behaviour
of male teenagers is more influenced by television advertisements than their female
counterparts.
Key Words: Teenagers, impact, television, advertising, rural