Amna Arif, Muhammad Waqas Sadiq

Effect of Television Advertisements on Buyer's Decision Process

In a Competitive Environment of Pakistan

• Broschiertes Buch

Produktbeschreibung

Business world is changing from short term sale strategies to more customer-focused long term relation building strategies. It is extremely important to know the needs of your target customer so you can convey your message in a more attractive way. The most common method of advertising is television advertising. The elements of television advertising are Jingle, Brand, Celebrity, Promotional offering, Location, Theme and Song. The purpose of this research thesis is to measure the effect of television advertisement on the target buyer s decision process. This means that how an advertisement affects the thinking process of a buyer which includes need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase behavior. This research includes 400 students of different colleges from intermediate to PhD level. Gender ratio is equal, which means this research includes 200 male and 200 female respondents. The main hypothesis of this research study isco-relational, which is elements of the Television advertisement are positively related with the buyer s decision procedure. SPSS version 19.0 is used to perform the T-test, ANOVA and Kruskal-Wallis test.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 248
• Erscheinungstermin: 8. Oktober 2012
• Englisch
• Abmessung: 220mm x 150mm x 15mm
• Gewicht: 387g
• ISBN-13: 9783659247828
• ISBN-10: 3659247820
• Artikelnr.: 36798681

Autorenporträt

Amna Arif is a business graduate from IBIT, University of the Punjab, with specialization in Marketing. Currently, she is serving in University of Punjab as a lecturer. Her areas of interest in research are: Marketing, Advertising and Management. Mr. M.Nadeem Salam has completed his MBIT in the year 2012 from IBIT.