Year: 2015 | Month: February | Volume 60 | Issue 1
Impact of television on purchase decision making among rural community
Ranjit Kaur
DOI:10.5958/0976-4666.2015.00002.9
Abstract:
The study was undertaken to evaluate the impact of television on purchase decision making among rural community of Punjab. One hundred respondents were interviewed randomly with a pre-tested questionnaire. The data were analyzed by one way ANOVA and differences in mean were assessed by using Turkey-b. The study revealed that 59% respondents were under graduates with 51% females. The 99% respondents have television sets and 93% respondents considered the television as medium of education. About 43% respondents devoted 1-2 hours daily to watch television whereas 60% respondents (P<0.05) opined that women watch more television as compared to others. The 36%, 22% and 25% respondents liked news, serials and musical programmes, respectively on television. Among different news channels 31%, 25% and 52% respondents preferred Aaj Tak, DD News and Star news. The 52% respondents felt that advertisement on television impacted their purchase decision making but only 35% rural respondents remembered television advertisements during purchasing. With respect to sex, 60% male and 40% female respondents ignored advertisements seen on television while purchasing the goods whereas only 24% female respondents purchased goods as learnt from television but the differences were statistically non-significant. Therefore, from the present study it may be concluded that as television has no significant effect on purchase decision making among rural community of Punjab, there is need create advertisements brilliantly to persuade them to purchase the advertised products.
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