Impact of Tv Advertisement on Purchasing Psychology of Adolensent
Impact of Television Advertisement on Buying Behaviour of Adolescents
Introduction
Market arena in India has been witnessing several changes in character and complexity since the last few years. These changes include a higher reach of mass media, particularly due to an increased penetration of satellite channels, availability of a greater assortment of products and services, a higher level of consumer spending on items other than basic necessities, a more discerning choice behavior exhibited by consumer preference for better value in products and services. A gradual development of the economy has indeed influenced these changes. However, the most important impetus for the transformation of markets is the visible increase in competition. Given these signals, the key question vexing most companies is: how does one compete and grow in rapidly changing and competitive markets? The answer is Television Advertisement.
Television the great invention of J.K.Baird has today became a mass media of modern communication; as a result there has been an increase in great amount of commercial propaganda. Today’s producer invests huge amount of money on TV advertisement and in finding new ways of attracting consumers towards his products. As a result consumerism is the new religion of the day. Consumerism is having great effect on various groups of the society. Adolescents are the important group of the society. So, it will be of great use to find-out how television advertising affects them? In the city consumerism had already begun to spin its web. Adolescents are the main targets of this, which attempts to change their consumption pattern, lifestyle & views. Consumerism is also influencing adolescent’s buying behaviour & higher desire of acquiring luxurious goods in their future-life. In short the producer of today is trying to capture the market by focusing its special attention towards adverting by keeping adolescents in their point of view. The best example of
Introduction
Market arena in India has been witnessing several changes in character and complexity since the last few years. These changes include a higher reach of mass media, particularly due to an increased penetration of satellite channels, availability of a greater assortment of products and services, a higher level of consumer spending on items other than basic necessities, a more discerning choice behavior exhibited by consumer preference for better value in products and services. A gradual development of the economy has indeed influenced these changes. However, the most important impetus for the transformation of markets is the visible increase in competition. Given these signals, the key question vexing most companies is: how does one compete and grow in rapidly changing and competitive markets? The answer is Television Advertisement.
Television the great invention of J.K.Baird has today became a mass media of modern communication; as a result there has been an increase in great amount of commercial propaganda. Today’s producer invests huge amount of money on TV advertisement and in finding new ways of attracting consumers towards his products. As a result consumerism is the new religion of the day. Consumerism is having great effect on various groups of the society. Adolescents are the important group of the society. So, it will be of great use to find-out how television advertising affects them? In the city consumerism had already begun to spin its web. Adolescents are the main targets of this, which attempts to change their consumption pattern, lifestyle & views. Consumerism is also influencing adolescent’s buying behaviour & higher desire of acquiring luxurious goods in their future-life. In short the producer of today is trying to capture the market by focusing its special attention towards adverting by keeping adolescents in their point of view. The best example of
References: Wikipedia.: The Free online Encyclopedia 'The Theory of Buyer Behavior ' (Wiley, 1969) Engel, J., Kollatt, D. and Blackwell, R. 'Consumer Behavior ' (Dryden Press, 1978) D 'Behaviour of Buyer '(T.Ocean 1998) Belch, G