IMPACT OF TELEVISION COMMERCIALS ON CONSUMER PURCHASING DECISION: A STUDY ON HOUSEWIFE CONSUMERS IN KARACHI, PAKISTAN

Subhash Guriro; Sanam Tajjamul

doi:10.58921/jossams.03.01.051

Subhash Guriro Assistant Professor, Department of Media and Communication Studies, Sindh Madressatul Islam University, Karachi
Sanam Tajjamul Lecturer, Department of Art and Media Studies, Ilma University, Karachi

DOI: https://doi.org/10.58921/jossams.03.01.051

Keywords: TV Advertising, Buying Pattern, Housewives and Products, Karachi

Abstract

In modern era, television advertisements (TV Ads) has important role in shaping the behavior of customers all over the world and provide valuable information in making purchasing decisions. Female consumers are inspired by these Ads and their shopping is generally directed by such commercials about different products. Previously, influence of TV ads on males and females has been investigated in different study settings and populations. But there is little evidence of analyzing such behavior among housewives participants and particularly in the framework of Pakistan. This study intended to assess the influence of television commercials on purchasing decisions of housewives participants in one of the mega cities of Pakistan. For this purpose, we randomly selected 250 housewives from two different places Korangi and Saddar town areas in Karachi. Study was conducted on that supposition that there is a significant affiliation of TV commercials with purchasing behavior for the clothing products of different brands in the market of Karachi. This Study has found significant relationships of TV ads and housewives buying behavior in Karachi. It has been noted that after watching television commercials majority (84%) of the housewives wanted to buy the new brand and inspired by TV commercials.