Impact of Television Advertisements on Consumer Behavior: Targeting the Young Customers

Abstract

Television advertisements are main source of income for the electronic media and have attraction for the viewers to attract towards purchase decision. This study aims to investigate young consumers view about advertising from the generation's perspective. It seeks to understand the effect of television advertising on consumer behavior and product sales. As past studies review, researcher found little about the implication of the young generation on advertising attitude in the marketing aspect. It looks into what kind of advertisement yields a favorable or unfavorable approach towards products. Using the survey method, the sample consisted of n=50 male and female college students of the age range of 16-20 years and the instrument for our research was a 12 item questionnaire with 3 response options that had been assigned specific score values. Contrary to past studies, their advertising attitude is found to be predominantly formed by negative beliefs. By understanding the views of the younger generation towards television advertising, the ads and their effectiveness can be further enhanced.