Effects on Buying Behavior by Television Advertisement on Customer Psyche

Abstract

Now-a-daysthere is no necessity to visit some store or shopping precinct as people are able to get plenty of information about the features of new or prevailing product through TV commercial.TV advertising has been the medium mainly for covering consumer products in a wide range, It plays an imperative role in changing the buyer conduct, has shown manifold increase and great impact on the consumer's psyche in recent past. The study aims at investigating the impact of advertising on consumer's psyche, how this consumer's psyche effects purchase intention. Advertisers and television channels bring information to themasses; can be beneficial for the manufactured goods; depending on how the target spectators perceive them. Nonsensical soap operas not only produced on Television, but also hordes of profit-making advertisements provided us that forcescustomer’s to buy unnecessarily one or another product.Although the research on customer’s behaviour towards advertisements has been reported very smallfrom Asian perspective and is known widely held from the western countries,.We attempt to analyze the Indian perspective of customer’s attitude towards television commercials in the present researchon the basis of a survey of 494 respondents (192 males and 302 females). The outcome obtained indicate the approach of customers towards advertisements and their effect on purchasing behavior wasestablishedundoubtedly correlated to demographic variables including gender, age and education.