Impact of television advertising on consumer purchasing behavior: with special reference to Gampaha Divisional Secretariat Division

Abstract

The study is focused on the impact of television advertising on consumer purchasing behavior in Gampaha Divisional Secretariat Division in respect of food. Television advertising is a very effective tools of communicating message to its target audience. Consumer purchasing behavior is influenced by the customer value associated with the product or service. The objective of the study was to identify the impact of television advertising on consumer purchasing behavior in respect of food. 100 respondents were selected as the sample using simple random sampling technique consisted in the age of 18 years and above. Questionnaires were distributed among the selected sample and secondary data were collected through journals, census reports, statistical abstracts, research papers and the World Wide Web. Collected data were analyzed by using the SPSS statistical package version 22 and MS Excel 2016 software. Correlation analysis, Independent Sample T-Test and Chi Square Test were used to test the objectives. According to the data analysis, demographic characteristics of respondents have no impact on the relationship between television advertising and consumer purchasing behavior. When comparing mean hours of gender on watching television, there is no significant difference between mean hours of watching television of male and female. Television advertisements are not used to purchase food. Finally, it can be concluded that there is no impact of television advertising on food purchasing.