Impact of Television Advertisements on the Buying Decision of Consumers of Consumer Durables

In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has to be persuasive and convincing in order to sell or secure favorable consideration. The advertiser has to communicate facts and ideas to the public in such a way that the information fits the needs, wants, and interests of the public (Crisostomo 4).

This study is descriptive in nature where the data is collected through well structured questionnaire and from the information taken from the customers.

Everywhere a person looks, they will see some type of advertisement. Fliers, posters, billboards, commercials, and magazines, humans are constantly bombarded with ads of all types each and every day. Every advertisement aims to inform the consumers about the existence of a specific product or service. Advertisers use two ways to inform consumers of their products or services, and they are a cognitive approach or an emotional approach. What approach they take is completely up to the company, but what all advertisements seek to do is carry out and communicate a certain message to society. This message is associated with the marketing objective of the sponsor, and most of the time that objective is to affect the consumers purchasing decision.

Batra, S. K., Kazmi, S. H. H. and Batra, S. K. (2009). Consumer Behaviour-2nd. New Delhi: Excel Books India.

Marketing is an important tool for retailers as it provides them with a medium through which to communicate with customers (Boone, 2007). It is vital for producers to use the right marketing strategy as it has a direct impact on the sales of their products. Consumers are not the same and can be divided into different categories depending on their age, preferences, and financial status. The main advantage of categorizing consumers is that retailers can use different marketing strategies to target them in different categories to maximize sales. Retailers face competition from other retailers. For this reason, producers must take into consideration consumer behavior when marketing their products. Analysis of consumer

The term advertising, the peaking of one’s interest about a product or service offered, has been used since the 1500s. For over five hundred years, companies and inventors have been influencing consumers to buy or invest in their products through advertisements. These ads can come in all types, shapes, and sizes. They can range from radio, print, television, web, or even advertisements by word of mouth. The idea of advertising can be complicated to understand, but why ads need to be used is very simple. Advertisements tell people what is out there to buy.

When talking about the advertising, everyone would be familiar with it. Whether we give the extra attention to the advertising or not, we still can see and hear it in our everyday life. According to the Advertising Association of UK, the advertising is defined as “ a means of communication with the users of product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.” Basically, advertising is a tool that help company deliver the message and create the awareness to the consumers about product and service available in the market. Advertisers help companies to create the appealing advertisement to attract the consumer to purchase the product with winning the competition.

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consume and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumer makes buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice.

One of the major facets of this consumer group is that they have matured on the basis of social upheaval, increase of mass marketing, consumerism, and the extension of various forms of communication. Secondly, most of these people have

But before that lets looks at the consumer durable market, the consumer durable market consists of products from watches to fans. With the help of the below mentioned data we can understand the penetration and reach of a consumer durable like refrigerator in comparison to a product like Television Set, car, bike or Grinder.

At the bottom of this pyramid lies the indifferent consumer with no brand loyalty. Each brand is perceived to be sufficient, yet the specific brand plays little to no role in the purchase decision. Convenience or a sales promotion is a larger factor when purchasing. On this bottom section, the consumer can be labeled a price buyer. Next, there are buyers that are not dissatisfied with product. There is not a large enough reason to stimulate change, especially if the change will result in effort. This section is termed habitual buyers. They are vulnerable to competition that offers an obvious benefit for switching. However, this section is not looking for alternative options; therefore, they might be hard to reach for competitors (Kombrabail, 2009). Next is the satisfied buyer,

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Advertising is how a company encourages people to buy their products, services or ideas. An advertisement is anything that draws good attention towards these things. It is usually made by sponsors and are broadcasted using variety of media.

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

To determine what products to produce companies must first understand why consumers buy the items they buy, or determine their interest and necessities, this understanding is gained from analyzing consumer behavior. Consumer behavior is defined as the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants (2017). To understand how to target their market consumers Nighthawk Motor’s needs to analyze the factors associated with consumer behavior. Research services describe five important consumer behavior factors as; marketing campaigns, economic conditions, personal preferences, group influence, and purchasing power (N.D.).