One Day National Level Seminar on Emerging Trends in Business & Management : Issues & Challenges

Impact of Television
Advertisements on Purchase of
Consumer Durable Household
Appliances in Karur
OPEN ACCESS
Dr.N.Shanmugam
Volume : 7 Assistant Professor, P.G & Research Department of Commerce
Government Arts College(Autonomous), Karur

Special Issue : 1
Dr.A.Dharmendran
Assistant Professor, Sethupathi Government Arts College
Month : February Ramanathapuram

Year: 2019 Abstract

The study focus on home appliances which are extensively used in Karur the products
ISSN: 2320-4168 are air conditioner, washing machine, refrigerators, mixer grinder, televisions. The
study evaluates location wise consumer buying behavior towards home appliance
products in Ramanathapuram town. This study was carried out by using a
Impact Factor: 4.118 questionnaire and the collected data were analyzed by using simple statistical tools
like percentage analysis, Chi-squire test and weighted average score.
Citation:
Shanmugam, N & Introduction
Dharmendran, A. Advertisement is a system of information, with the help of which
“Impact of Television the message regarding a product’s utility, use and availability is
Advertisements on passed on from the producers to the consumers. Consumers need
Purchase of Consumer information on goods and services, so that they can make a choice
Durable Household between various alternatives. To serve this purpose, the services
Appliances in Karur.” are rendered from agencies, which are known as advertising media.
Shanlax International Different types of media are available for the producer to advertise
Journal of Commerce, about his products. They are Television, Radio, Print and Cinema.
vol. 7, no. S1, 2019, Among these, the television assumes greater importance.
pp. 60–66. Television advertising is the latest medium of mass communication
and it is widely used for advertisement. It is the fastest growing mass
DOI: media, which has surpassed all other media, as it is most dramatic
https://doi.org/10.5281/ and absorbing. As a medium of advertising, it offers a combined
zenodo.2552212 audio-visual effect directed to a varied group of audience in a relaxed
atmosphere of their homes, where they are more respective to the
messages conveyed to them through television advertisements. The
effectiveness of the television advertisement are not only concerned
with the extent of viewer ship, but also on its impact on buying
motives of the respondents, besides, the quality of advertisements
in the channels and the slots in which it is aired. Obviously, an
advertisement creates a tripartite relationship between the producers,
consumers and the advertising media.
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International Journal of Commerce

Objectives of the Study

The following are the major objectives of the study
1. To find the socio-economic characteristics of the sample respondents and their television
viewing habits.
2. To study the factors influencing the purchase decision of sample respondents of select
household appliances.
3. To examine the socio-economic factors of sample respondents influencing the impact of
advertising.
4. To offer suggestions based on the findings of the study.

Review of Literature
1. Dr Abdul Brose khan (2014), the study examines lifestyle characteristics have a great
impact on consumer buying behavior clusters and study highlights lifestyle determinants of
consumer buying behavior towards home appliances products in Karur.the findings of the
study is to found need recognition of high technology cluster & domestic purchase cluster
comparing with comfort zone,the methodology of study is based on empirical method,
questionnaires is prepared respondents have been pre tested by researchers in Karur. The
study concluded with a consumer possess product with maximum possibility of lifestyle
identity.
2. Dr. K. Sreeranganadhan & Lekshmi Bhai P. S., (2012) study revealed that that most of
the durable manufacturers using advertising as one of their marketing strategies. The survival
and growth of consumer durables companies in a competitive environment is not viable
without the advertising strategies.

Scope of the Study

The scope of the study is confined to the television viewers in Karur . This study is mainly
concerned with the analysis of the impact of television advertising, the consumer preference of
television as a media of advertising and the influence of television advertisement in the consumer
purchase decision of household appliances namely Air container, Mixie, Grinder, Refrigerator,
Television, and Washing Machine.

Methodology
It is an empirical study based on both primary and secondary data. The primary data were
collected from the sample respondents by using interview schedule. The secondary data’s were
collected from the Books, Journals, Newspapers, Government departments and Websites.
A sample of 150 was selected from the universe by following a simple random sampling method.
Using the Likert-Type scaling procedure, the responses of the consumers were collected and the
impact of advertising was measured.

Tools for Analysis

1. Percentage analysis, 2. Chi-square and 3.Weighted Average score.
Period of the Study
The data collected from April 2018 to July 2018 (Four months)
Limitations of the Study
As the study is purely based on the personal view and opinion of the respondents, the bias and
prejudices of respondents may have an adverse impact on reliability of the result. The conclusion
of the study cannot be generalized because the trends may differ from one area to another and from
time to time.
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One Day National Level Seminar on Emerging Trends in Business & Management : Issues & Challenges
Hypothesis
The following hypotheses have been framed for the study.
1. The age of the respondents has no association with the level of the impact of advertising.
2. The gender of the respondents has no association with the level of the impact of advertising.
3. The education of the respondents has no association with the level of the impact of advertising.
4. The occupation of the respondents has no association with the level of the impact of
advertising.
5. The marital status of the respondents has no association with the level of the impact of
advertising.
6. The income of the respondents has no association with the level of the impact of advertising.
7. The employment of the respondents has no association with the level of the impact of
advertising.

1. Age of the Sample Respondents and Level of Impact

Null hypothesis: “There is no statistically significant association between the age of the respondents
and the level of impact of advertising”.

Table 1 Distribution of Sample Respondents and Level of Impact of

Advertising based on their Age
Level of Impact
Sl.No. Age Total Percentage
Low Medium High
1 Upto 35 11 56 11 78 52
2 Above 35 11 48 13 72 48
Total 22 104 24 150 100
Source : Computed data

The table1 clearly indicates that 52percent of respondents belonged to age up to 35 and the
remaining 48 percent of the respondents belonged to Above 35category.
Since the calculated value (0.543) is less than the table value (5.99), the null hypotheses is
accepted. It is clear that the association between the age of the respondents and the level of impact
is not statistically significant.

2. Gender of the Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the gender of the
respondents and the level of impact of advertising”.

Table 2 Distribution of sample respondents and the level of impact of

Advertising based on their gender
Level of Impact
Sl.No. Gender Total Percentage
Low Medium High
1 Male 11 42 10 63 42
2 Female 11 62 14 87 58
Total 22 104 24 150 100
Source : Computed data

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International Journal of Commerce

The table 2 clearly indicates that 42percent respondents belonged to male and the remaining 58
percent of the respondents belonged to female category. Since the calculated value (0.690) is less
than the table value (5.99), the null hypotheses is accepted.

3. Literacy Level of Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the literacy level of the
respondents and the level of impact of advertising”.

Table 3 Distribution of Sample Respondents and Level of Impact of

Advertising based on their Literacy Level
Level of Impact
Sl.No. Literacy Total Percentage
Low Medium High
1 Graduation 9 45 7 61 40.67
level
2 Beyond grad- 13 59 17 89 59.33
uation level
Total 22 104 24 150 100
Source: Computed data

The table 3 clearly indicates that 40.67percent respondents belonged to Graduation level and the
remaining 59.33 percent of the respondents belonged to Beyond graduation level category. Since
the calculated value (1.608) is less than the table value (5.99), the null hypotheses is accepted.

4. Occupation of the Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the occupation level of
the respondents and the level of impact of advertising”.

Table 4 Distribution of Sample Respondents and Level of Impact of

Advertising based on their Occupational Status
Level of Impact
Sl.No. Occupation Total Percentage
Low Medium High
1 Employed 14 69 13 96 64
2 Un employed 8 35 11 54 36
Total 22 104 24 150 100
Source: Computed data

The table 4 clearly indicates that 64percent respondents belonged to Employed and the remaining
36 percent of the respondents belonged to Un Employed category. Since the calculated value
(1.257) is less than the table value (5.99), the null hypotheses is accepted.

5. Marital Status of the Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the marital status of the
respondents and the level of impact of advertising”.

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One Day National Level Seminar on Emerging Trends in Business & Management : Issues & Challenges
Table 5 Distribution of Sample Respondents and Level of Impact of
Advertising based on their Marital Status
Marital Level of Impact
Sl.No. Total Percentage
Status Low Medium High
1 Married 14 58 12 84 56
2 Unmarried 8 46 12 66 44
Total 22 104 24 150 100
Source: Computed data

The table 5 clearly indicates that 56percent respondents belonged to Married and the remaining
44 percent of the respondents belonged to Un married category. Since the calculated value (0.874)
is less than the table value (5.99), the null hypotheses is accepted.

6. Income Level of the Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the income level of the
respondents and the level of impact of advertising”.

Table 6 Distribution of Sample Respondents and Level of Impact of

Advertising based on their Income Level
Level of Impact
Sl.No. Income Total Percentage
Low Medium High
1 Upto Rs- 25,000 7 46 14 67 44.67
2 Above Rs- 25,000 15 58 10 83 55.33
Total 22 104 24 150 100
Source: Computed data

The table 6 clearly indicates that 44.67percent respondents belonged to Up to Rs.25,000 and
the remaining 55.33 percent of the respondents belonged to above Rs.25,000 category. Since the
calculated value (3.291) is less than the table value (5.99), the null hypotheses is accepted.

7. Employment of the Spouse of Sample Respondents and the Level of Impact

Null hypothesis: “There is no statistically significant association between the employment status
of the spouse of the respondents and the level of impact of advertising”.

Table 7 Distribution of sample respondents and level of impact of

advertising based on their employment
Employment Level of Impact
Sl.No. Total Percentage
status spouse Low Medium High
1 Employed 10 51 15 76 50.67
2 Not employed 12 53 9 74 49.33
Total 22 104 24 150 100
Source: Computed data

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 SHANLAX
International Journal of Commerce

The table 7 clearly indicates that 50.67percent respondents belonged to Employed and the
remaining 49.33 percent of the respondents belonged to Not employed category. Since the
calculated value (1.694) is less than the table value (5.99), the null hypotheses is accepted.

Findings
The following are the major findings of the study
1. It is disclosed that a majority of the sample respondents (52 per cent) belong to the age group
of upto 35 years.
2. It is evident that a majority of the sample respondents (58 per cent) belong to female category.
3. It is found that a majority of the sample respondents are educated above graduate level (59.33
per cent).
4. It is found that advertising majority of sample respondents (64 per cent) are employed.
5. It is found that a majority of the sample respondents (56 per cent) belong to married category.
6. It is ascertained that a majority of sample respondents (55.33 per cent) are in the income level
of above Rs 25,000.
7. It is found that a majority of the sample respondents (50.67 per cent) whose spouses are
employed.

Suggestions
The researcher has made the following suggestions based on the study:
1. Television has been a powerful media of advertising and hence the producers are suggested
to rely more on television advertisements advertising their products and introduce new
concepts in the market.
2. Since advertising on television is costly, small producers and retailers may prefer local cable
television network for advertising their products and services.
3. The most popularly watched timings by the members of a family is between 8.00 pm and
10.00 pm and this slot may be effectively used so as to influence the decision making on
products which help joint decision-making.

Conclusion
Despite the advent of Internet, World Wide Web, e-mail and SMS (Short Massage Service)
advertising, television remains a powerful, glamorous and most prepared medium of advertising
till date. Therefore, a new product launched may be more effective if advertisements are done
through television. Though, the present study reveals that the consumers rely only to a moderate
extent on the advertisements in television for understanding the features of a product and making
the brand choice, still it is ranked as the most influential medium that helps in making purchase
decision and consumer durables.

References
Abdul brose khan. “An empirical study on consumer buying behavior towards selected home
appliances products in ramanathpuram” IOSR Journal of Business Management, vol. 4, pp.
13-21.
Agarwal, PK. “An Indian Perspective of Advertising Management”, Second Edition, KK Mital
Pragati Prakashan, Meerut, 2001, p. 401-404.
Aiya Durai, K. “Dimensions of Business Advertisement Viewers” Objectives, Indian Journal of
Marketing, vol.30, no.5-7, 2000.

http://www.shanlaxjournals.in 65
One Day National Level Seminar on Emerging Trends in Business & Management : Issues & Challenges
Anbalagan, M & Paulraj, D. “TV Commercial and Children”, Indian Journal of Marketing, vol.30,
no.1-4, 2000.
Asha, S. Impact of Television Advertising on Purchasing Decisions of Household Appliances in
and Around Madurai City, “Raj Journal of Commerce”, no. 4, 2007.
Gupta, SL & Ratna, VV “Advertising and Sales Promotion Management” Ist Edition, Sultan Chand
& Sons, New Delhi, 2004, p. 3.
Sreeranganadhan, K & Lekshmi, Bhai PS. The effect of advertisement on consumer behaviour and
brand preference with special reference to selected consumer durables in Kerala.

66 CAUSSANEL COLLEGE OF ARTS AND SCIENCE, Muthupettai