Abstract:
This study aims to establish whether the effects of Television advertisement influences
today's youth for buying decisions for fruit drink market in Sri Lanka. A television
advertisement has enhanced their involvement in product selection and purchase, people
prefer to buy TV advertised products and it is helpful in buying the new products. Today
competition of the fruit drink market is increasing rapidly and compared to the competition
industry growth and Advertisements are in a low level. Therefore the study was conducted on
youth males and Females between 18-25 of age group who are studied in University of
Kelaniya, Youth segment in Kiribathgoda and working crowd at Maradana area. Data were
collected through pre structured questionnaire in order to gather qualitative and quantitative
Data. Collected Data were analyzed by using SPSS 20.0 software. They also like the
advertisements of the products that they are using and always not believe that products are as
good as expected from TV advertisements. And also they are expecting to buy fruit drinks
after watching Television Advertisements. People Believe that they can aware of new
products, existing products and they can expand their knowledge by watching Television
Advertisements. Youth segment think that using celebrity is a good way to remember the
product name, to create positive attitude but they do not believe always it will not be true.
Jingles are the most important thing to remember the product as well as feel the product. To
attract the youth segment Television Advertisement should be attractive and for that can use
beautiful sceneries, interesting letters and attractive people.
