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European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1398
The Impact of Television Advertisements on Consumer Buying
Decision
Balachandran Sarangan
Lecturer (Probationary), Trincomalee Campus, Eastern University, Sri Lanka.
b.sarangan88@gmail.com
Abstract - Television advertising is one of the most viewed
and effective media nowadays. The advantage of television
over the other mediums is that it is perceived as a mixture
of audio and video features; it provides products with
instant validity and fame and offers the greatest chance for
creative advertising. The main objective of this study is to
identify the impact of television advertisements on
consumer buying decision for detergent power market in
Batticaloa district.
This study framework has been developed as television
advertisement as independent variable and consumer
buying decision as dependent variable. Study population is
the detergent powder uses in Batticaloa district and 100
respondents have been select by using the convenience
sampling method. Structured questionnaires have been
used to collect the primary data and analyze variables. The
study results revealed that, there is positive relationship
between the television advertisements and consumer
buying decision for detergent powder in Batticaloa district.
According to this investigation, advertising repetition and
message mostly affects the consumer buying decision of
detergent powder market in Batticaloa district.
Key Words: Television Advertisements, Consumer Buying
Decision, Detergent Powder.
I. INTRODUCTION
A. Background of the Study
Every business enterprises hold the primary goal of obtain
higher market shares in their market segments. Therefore,
they use various methods to attract the customers of
different segments in the market. Marketers commonly
use mass media for the communication of their brand
messages to their target audience. In the mass media,
television communication is widely used and most suitable
one for the highly competitive marketing environment and
large market segment. Television messages include both
auditory and visual stimuli, which lead to “listening” and
“viewing” as ways of auditory processing (Buchholz &
Smith, 1991). Furthermore, the prestige associated with
Page 2 of 8
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1399
television advertising is higher than that of other media:
Television advertising presence sometimes can significantly
improve the status of a certain product/service or
organization (Fill, 2005, p. 562). According to Ciochetto,
(2004) the advertisers find it more effective to use
television rather than print media to reach consumers,
particularly due to low literacy rate.
Television advertisements are the commonly used and
effective advertisement method in a highly competitive
market. It can influence not only the individual’s attitude,
behavior, life style, exposure and in the long run, even the
culture of the country. As an advertising medium, television
offers numerous advantages, such as audio visual strength,
great geographic coverage, superior target selections, and
mass audience reach (Sissors & Baron, 2002). Video and
audio are very helpful in change consumer buying decision
than other written communication. Therefore most
marketers use television advertisements for promote their
products and brand messages.
Presently, there is a huge competition in worldwide to
sustain their products in the market and marketers
continuously advertise their products for a long time.
Marketers always try to create needs in human mind
though the advertisements and spend millions of money on
the advertising campaigns. Nowadays, the detergent
powder is one of the rapidly advertised product in the most
of the television channels worldwide. It is a material used
to assist cleaning and one of the commonly used fast
moving consumer good in world. The term ‘detergent’ is
sometimes intended to differentiate between soap and
other surfactants used for cleaning. It refers specifically to
clothing detergent rather than hand soaps or other types
of cleaning agents. Probably the most widely used
detergents are soaps or mixtures composed chiefly of
soaps. However, not all soaps have significant detergency
and although the words ‘detergent’ and ‘soap’ are
sometimes used interchangeably, not every detergents are
soaps.
Due to the increasing complexity of human behavior, they
spend limited time to carry out their day to day works.
Presently most of the people using washing machines with
the detergent powder. Nowadays people try to get
maximum utility for minimum cost due to the higher cost
of living. Detergent powder is cheaper when compared to
the prices of soaps. World detergent market has a huge
spread market and there are many popular detergent
products available in the market. India and china have a
biggest market share through the detergent powder
market, when considering the usage of detergent powder
in the Sri Lanka. Sri Lanka has a very competitive market
for detergent powder and also there are many famous
suppliers in the market. To sustain in this highly
competitive and rapidly changing market, marketers use
the television advertisement as one of the important tool.
The choice of media is based upon the nature of the
message and the intended target audience. Even though
television advertising is costly for the companies, it is very
rich with the commercials because, as the consequence,
effectively managed advertising is supposed to cover the
costs and be stimuli for the revenue generation from the
Page 3 of 8
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1400
purchases. Kotler (2005), emphasize the two major
advantages of the television advertising from the brand
building perspective: first, television advertising can be
effective in demonstrating products/services and its
characteristics as well as in explaining their matching
benefits for the customers. Second, it can be a convincing
tool for dramatically depicting brand personality as well as
other brand attributes. Almost television advertisers try to
change consumer buying decision. As the primary mission
of advertiser is to reach prospective customers and
influence their awareness, attitudes and buying behavior,
this paper is an endeavor to study impact of television
advertisement on consumer buying decision of detergent
powder.
B. Problem Statement
There are so many detergent powder suppliers in the
market in Sri Lanka and also they use many advertisements
on the television. Marketers spend enormous money for
television advertisement to promote detergent powder in
Sri Lanka and add the advertising cost to the price of the
goods. Therefore consumers have to spend additional
money when buying those goods. Some advertising firms
advertising the same detergent powder advertisement
rapidly which is waste of money and in other hand it is pain
for television viewers.
Some firms advertise long duration advertisements
through television and people dislike watching these type
advertisements. Many firms use real scenarios in the
television advertisements and even little false in their
messages will negatively impact on the consumer buying
decision. If they include wrong details in their
advertisements, people may get wrong ideas about the
products and it will lead to huge decline in demand for their
products. Customers are attractive towards
advertisements and consumers buying decisions are
different to consumers to consumers. According to Swait
and Adamowicz (2001), lot of decision behavior exercised
by purchasers can be different from one individual to
another because customers may use different approaches
to make their choices rather only using mathematical
modeling. Therefore this study pay attention towards the
importance of television advertisement about detergent
powder and its effects on consumer buying decision in
Batticaloa district. This study specifically focus on
investigate how to create an effective television
advertisement which will positively impact on buying
decision of consumer.
C. Research Objectives
To explore the relationship between television
advertisements repetition and consumer buying
decision of detergent powder market in Batticaloa
district.
To identify the relationship between television
advertisements length and consumer buying
decision of detergent powder market in Batticaloa
district.
To determine the relationship between television
advertisements message and consumer buying
decision of detergent powder market in Batticaloa
district.
