a study on relevance factor in effectiveness · pdf filea study on relevance factor in...

Research paper IJBARRISSN No. 2347 – 856X

23International Journal of Business and Administration Research Review. Vol.I, Issue No.2, Nov-Jan2014.

A STUDY ON RELEVANCE FACTOR IN EFFECTIVENESS OF TELEVISIONADVERTISEMENTS ON CONSUMER PURCHASE DECISION IN SALEM DISTRICT

*Dr. K. Krishnakumar**Mrs. K. Radha

AbstractAdvertisements, as part of communication strategies for marketing, are used to draw consumer‟sattention and influence their decision to purchase the advertised products and services. Televisionadvertisements are the most authoritative, influential and persuasive advertising medium ascompared with other media such as Radio, Newspapers, Magazines and Internet. Televisionadvertisements tend to use well-known presenters, persuasive messages and audiovisual effects inperfect combination for lively display of products and services. TV ads impact viewers due to variousfactors which have multiple dimensions. In this concept how the relevance factor leads effectivenessof television ads on consumer purchase decision. Both primary and secondary data utilized for thisstudy. The primary data collected through well designed questionnaire by the way of adoptingconvenience sampling technique from the consumers. The results revealed that conviction, trueinformation about the products, reinforcement or remembrance, clarity of the ads, highly relevantinformation about the products, effective presentation were closely related with effectiveness of TVads on consumer purchase decision.

Key Words: Relevance, TV Ads, Effectiveness, Purchase Decision and Consumers.

* Assistant Professor, Department of Commerce, Periyar University, Salem-11.**Ph.D Research Scholar, Department of Commerce, Periyar University, Salem-11.

IntroductionAdvertisement is a mediating tool of marketingand the most vital component of promotionalactivity; it is used by the marketers to publicizethe happenings of the company and theirofferings to the consumers. In thecontemporary era, the influence and impact ofadvertisement over both the classes and themasses has refined the entire ambience ofmarketing. So, great is the power ofadvertisements to influence the buyer‘sdecision that it has become mandatory forsellers to allocate fat budgets to the advertisingof their products. Along with the manufacturerof products, the sellers and manufacturers alsoentrusted with the responsibility of stimulatinga desire for their products in the minds of thecustomers and advertising is doing a greatservice. Television one of the powerful andappropriate medium to promote the productswith effective mode. In this paper deals withhow the relevance factor (i.e, informationrelated with products expected by theconsumers) gives greater impact on theeffectiveness of TV Ads on ConsumerPurchase Decision.

An over view on television advertisingTelevision is considered as a popular andpowerful medium of information andentertainment to reach the audiences.Television advertising has been a popularmedium for advertisers ever since the firstbegan to appear in living rooms with the arrivalof cable television, production costs and theopportunity to reach smaller and more targetedmarkets, making it a medium for small tomedium - size business programmes like songs,news, interviews, comedy and informationattracts the largest audience than any othermedium. Due to the technical development,opportunities to advertise on TV have increasedover the past years. Audiences are exposed tohundreds and thousands of commercialmessages a day. The willingness to watchcommercials in TV is decreasing because ofvarious reasons. All the ads are not noticed bythe audiences as well as not all the ads areskipped by them, ads which have someentertainment value are liked, watched andremembered by audience which is a welcomeresponse for the ad makers. The basic idea ofadvertising is to inform, educate and motivate



potential buyers. In this era, the media ofadvertisement matters a lot. In the present era,TV seems to be the most popular and potentmedia as people are greatly influenced by whatthey see and see repeatedly. In urban areasespecially the TV is the most effective mediumof advertisement in persuading the viewer thatit has become the most reliable channel ofpromoting products, both existing and newlylaunched ones.

Scope of the StudyCreative TV advertisements tend to use well-known presenters, persuasive messages andaudio-visual effects in perfect combination fora lively display of products. The TVadvertisements if used successfully inmarketing strategies can quickly catch theattention of potential buyers that willeventually decide to purchase the products. Itssuccess depends on its uniquely creative designwith demonstration, action, motion, the tellingof touching stories and enhanced by a perfectcombination of audio-visual effects, despite theadvertisement of the internet and e-commerce,creative TV advertisement are still consideredto be the earliest means to attract the consumersattention. TV advertisements are the mostauthoritative, influential and persuasiveadvertising medium as compared with othermedia such as radio, newspapers, magazinesand the internet.Importance of the studyTV ads impact viewers due to various factorswhich have multiple dimensions. Theinfluence of these commercials may be due tothe innovations in presentation, the theme ofthe ads, the charisma of the model, the music,the slogans and the power of the brand and soon. It can be said with conviction that thelikeability factor of advertisements greatlyinfluences the purchase decision of the viewersand can transform even casual viewers in to apotential buyer. One of the biggest challengesof the advertisers is to retain the effectivenessof advertisements by tailoring it with theattention of the viewers. It is believed by theadvertisers that the major objective of theadvertising is to influence a positive brandattitude formation. Competition from other

advertiser is unavoidable. To keep their advisible they adopt a few strategies which cangive them fruitful results. To elicit an impact inaudience, they combine the images, music,humour, drama and much more in theirstrategies. Popularization of electronic mediawith multiple channels created a situation ofrising culture of ads.Review of literature1.AdemolaB.Owolabi (2009) stated that moodis the knowledge of particular relevance for theunderstanding of consumer behaviour. Thisstudy is essentially using two scales that is –attitude towards using advertised products andintention to try advertised products wereemployed to measure advertising effectivenessby adopting the experimental study where abetween subject design was employed. Theresult revealed that subjects in the inducedpositive mood group have a more positiveattitude and greater intention to try advertisedproducts when compared with subjects in theinduced negative mood group. This attemptcan be made in finding the effect of consumer‘smood on advertising effectiveness on TV ad incase of consumers purchase decision.2.JagdishN.Sheth (1974) examines theredifferent aspects of effectiveness of advertisingcommunication. First, how does a specificadvertising communication get distorted in theconsumer‘s mind, what are the dimensions ofdistortion and what factors produce thecognitive distortion? Second, how doesadvertising influence the consumer choiceprocess? Two mechanism called persuasionand reinforcement are discussed and theunderlying process of influence and tactics areexplored. Third, how does advertisinginfluence consumption behaviour? Twomechanisms called reminder precipitation arediscussed and the underlying processes andtactics are explored. Finally, the paperdiscusses a sequential linkage among the fourmechanisms of advertising effectiveness andgives opinions on the persuasiveness ofadvertising through each mechanism. In thesame way how measure the effectiveness of TVAds on Consumer Purchase Decision.3. AvilashaMehta(2000) stated that printadvertising performance is influenced by



consumers attitudes towards advertising ingeneral. Here the author has studied theExecutional and media factors significantlyinfluence advertising performance by adaptingrandom telephonic interview has been used todiscover the attitudes toward advertising,intrusiveness/recall and persuasion/ buyinginterests of the consumers. The result of thispaper was respondents with more favorableattitudes toward advertising recalled a highernumber of advertisements the day afterexposure and were more persuaded by them.In the same way attitudes toward TVadvertising on purchase decision.Statement of the problemTelevision Advertisements enable customers todecide upon products and services and theyplay a major role in providing relevantinformation. To increase the attractiveness ofadvertisement and to overcome the problem of―advertisement avoidance‖ (zapping),advertisement creators use various strategiesand by using that they engages the audience inwatching them. Advertising through televisionmedium combines sight, sound and motion,appealing to the senses and therefore has highattention and high reach. Consumers getconfused regarding purchase decision-makingdue to one and forced exposure of ads.Sometimes they felt exploited by theadvertisers. The goal of advertising is topresent products or services in an effective wayso that individual will purchase them. To makethe process successful advertisers continuouslytake additional efforts in creating the ads andthey constantly conduct research to know theimpact of their efforts. Advertising is a brandbuilding exercise, from the communicationpoint of view. Advertising is the art of movingan idea from one person to another. One of theimportant reasons that advertising does notwork is that specific instances, the information

it conveys never reaches the consumers in theintended way, or is irrelevant by the consumersto be meaningless or judged. Hence, The TVAds providers must concentrate on relevance tothe viewers and make them to consumer‘spersuasion.Objectives of the studyTV is a medium which carries the messages to

mass audience. Individual differ in theirinterest and preferences. This study has theobjectives to understand the relevance factorconverted into purchase decision behavior ofthe audience. The following objectives wereconsidered.1. To study the socio-economic factors ofconsumers2.To identify various elements of Relevancefactors in effectiveness of TelevisionAdvertisements consumer on Purchasedecision.3.To evaluate the association between theDemographic factors and the Relevancefactors.Research methodologyBoth primary and secondary data utilized for

this study. The primary data collected throughwell designed questionnaire by the way ofadopting convenience sampling technique fromthe consumers. The secondary data collectedfrom the text books, journals, reports,magazines, websites and other publishedsources. Software package for statisticalsolution utilized for analysing the data toextract various qualitative and quantitativefactors involving in Television Advertisingeffectiveness on purchase Decision ofConsumers.Data analysis and interpretationThe Statistical tools are used for this study areSimple Percentage analysis, Chi-Square test tohave effective result of research analysis.



S. No Statements Value df P Value Remarks

1 The Ad Convincing me 4.004a

2.983 Not Significant

2 The Ad is true & believable 10.115a


3The Ad is Remembering & noteasy to Forget

a


4 The Ad is Highly Relevant 14.986a


5The Clarity of the Ad is veryHigh

a


6 The Ad is very Effective 11.798a


4.1 Findings of simple percentage analysis

(source: Primary Data)

1. From the above table, it is shows thatmaximum 45% of the respondents are livingin rural area and minimum 21% of therespondents are living in semi urban area.2. Maximum 60% of the respondents are

male and minimum 40% of the respondentsare female. Hence, the researcher concludedthat majority of the respondents are female.3. Maximum 71% of the respondents are

belongs to the age group of below 30 yearsand minimum 4% each of the respondentswere under the category of 41 to 50 yearsand above 50 years respectively.4. Maximum 52% of the respondents are

married and 48% of the respondents areunmarried. Hence, the researcher concludedthat majority of the respondents are belongsto married people.

5. Maximum 33% of the respondents are PGlevel educational qualification and minimum4% of the respondents are illiterate.6.Maximum29% of therespondent‘soccupations areothers likecoolie, house wives, etc. and minimum 8% ofthe respondents are agriculturalist.7. Maximum 49% of the respondent‘smonthly incomes are earned below Rs. 10000and minimum 10% of the respondents areabove Rs.30000.8.Maximum 52% of the respondents are incase of joint family and minimum 48% of therespondents are in case of nuclear family.9. Maximum 72% of the respondent‘s familysizes are 3 to5 and minimum 11% of therespondents are up to 2.

Association between demographic factors and factorsThe association between the personal profile factors namely Age, Educational Qualification,Occupation and monthly income with the level of agreement of the relevance factor in Effectivenessof TV ads on Consumer Purchase Decision was analysed in this section. The Chi-Square test is usedat 5% level of significance.Association between Age and Relevance Factor in the TV AdsNull Hypothesis H0: There is no association between Age and Relevance factors in Effectiveness ofTV ads on Consumer Purchase Decision.Table No- 2Age Vs Relevance Factors

17.975

7.231

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy toforget, highly relevant, very high clarity and very effective of the P values are .983, .606, .116, .242,.842 and .462 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%level of significance. Hence, concluded that there is no association between the Age of therespondents and Relevance factorsin Effectiveness of TV ads on Consumer Purchase Decision.



S. No Statements Value df P Value Remarks

1 The Ad Convincing me 12.137a 20 .911 Not Significant

2The Ad is true & believable a15.909 20 .722 Not Significant


a 20 .720 Not Significant

4 The Ad is Highly Relevant 15.679a 20 .736 Not Significant


a 20 .035 Significant

6 The Ad is very Effective 12.313a 20 .905 Not Significant

S. No Value df P Value Remarks

1 The Ad Convincing me 26.664a 20 .145 Not Significant2 The Ad is true & believable 10.939a 20 .948 Not Significant



4 The Ad is Highly Relevant 17.345a 20 .630 Not Significant



6 The Ad is very Effective 22.443a 20 .317 Not Significant

Association between Education and Relevance Factor in the TV AdsNull Hypothesis H0:There is no association between Educational Qualification and Relevance factorin Effectiveness of TV ads on Consumer Purchase Decision.Table No -3Educational Qualification Vs Relevance Factor

15.947

32.868

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy toforget, highly relevant and very effective of the P values are .911, .722, .720, .736, and .905respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5% level ofsignificance. Hence, concluded that there is no association between the Educational Qualification ofthe respondents and Relevance factor in Effectiveness of TV ads on Consumer Purchase Decision.In case of Relevance factor is the clarity of the ad is very high of the P value is .035 only. Since, Pvalue is less than 0.05 the null hypothesis rejected at 5% level of significance. Hence, concluded thatthere is an association between the Educational Qualification of the respondents and Relevancefactor in Effectiveness of TV ads on Consumer Purchase Decision.Association between occupation and relevance factor in the TV adsNull Hypothesis H0: There is no association between occupation and relevance factor ineffectiveness of TV ads on consumer purchase decision.Table No- 4Occupation Vs Relevance factors

14.356

22.179

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy toforget, highly relevant, very high clarity and very effective of the P values are .145, .948, .812, .630,.331 and .317 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%level of significance. Hence, concluded that there is no association between the Occupation of therespondents and Relevance factors in Effectiveness of TV ads on Consumer Purchase Decision.Association between monthly income and relevance factor in the TV Ads



S. No Value df P Value Remarks

1 The Ad Convincing me 6.221a 12 .905 Significant2 The Ad is true & believable 11.861a 12 .457 Significant



4 The Ad is Highly Relevant 8.720a 12 .727 Significant



6 The Ad is very Effective 4.540a 12 .972 Significant

Null Hypothesis H0: There is no association between age and relevance factors in effectiveness ofTV ads on consumer purchase decision.Table No – 5Monthly Income Vs Relevance factors

9.521

10.611

In case of Relevance factors is the Ad convincing me, true & believable, remembering & not easy toforget, highly relevant, very high clarity and very effective of the P values are .905, .457, .658, .727,.563 and .972 respectively. Since, P value is greater than 0.05 the null hypothesis accepted at 5%level of significance. Hence, concluded that there is no association between the Monthly Income ofthe respondents and Relevance factors in Effectiveness of TV ads on Consumer Purchase Decision.

Findings, suggestions and conclusionFindings

1. It is concluded that maximum 45% of therespondents are living in rural area andminimum 21% of the respondents areliving in semi urban area.

2. It is concluded that maximum 60% of therespondents are male and minimum 40%of the respondents are female. Hence, theresearcher concluded that majority of therespondents are female.

3. It is concluded that maximum 71% of therespondents are belongs to the age groupof below 30 years and minimum 4% eachof the respondents were under thecategory of 41 to 50 years and above 50years respectively.

4. It is concluded that maximum 52% of therespondents are married and 48% of therespondents are unmarried. Hence, theresearcher concluded that majority of therespondents are belongs to marriedpeople.

5. It is concluded that maximum 33% of therespondents are PG level educationalqualification and minimum 4% of therespondents are illiterate.

6. It is concluded that maximum 29% of therespondent‘s occupations are others like

coolie, house wives, etc. and minimum 8%of the respondents are agriculturalist.

7. It is concluded that maximum 49% of therespondent‘s monthly incomes are earnedbelow Rs. 10000 and minimum 10% of therespondents are above Rs.30000.

8. It is concluded that maximum 52% of therespondents are in case of joint family andminimum 48% of the respondents are in caseof nuclear family.

9. It is concluded that maximum 72% of therespondent‘s family sizes are 3 to5andminimum 11% of the respondents are upto 2.

10. It is concluded that there is closerelationship between the personal factors ofage of the respondents and Relevance factorin the TV ads like The Ad Convincing me,The Ad is true & believable, The Ad isRemembering & not easy to Forget, The Adis Highly Relevant, The Clarity of the Ad isvery High and The Ad is very Effectiveareassociate of the Purchase Decision.

11. It is concluded that there is no relationshipbetween the personal factors of EducationalQualification of the respondents andRelevance factor in the TV ads like TheClarity of the Ad is very High is notassociate of the Purchase Decision.



12. It is concluded that there is closerelationship between the personal factorsof Occupation of the respondents andRelevance factor in the TV ads like TheAd Convincing me, The Ad is true &believable, The Ad is Remembering &not easy to Forget, The Ad is HighlyRelevant, The Clarity of the Ad is veryHigh and The Ad is very Effective areassociate of the Purchase Decision.

13. It is concluded that there is closerelationship between the personal factors ofMonthly Income of the respondents andRelevance factor in the TV ads like The AdConvincing me, The Ad is true &believable, The Ad is Remembering & noteasy to Forget, The Ad is Highly Relevant,The Clarity of the Ad is very High and TheAd is very Effective are associate of thePurchase Decision.

Suggestions1. It is concluded that a maximum level ofrespondents are giving positive impact onrelevant information about the product isone of the factor in effectivenessof TV Adson consumer purchase decision.

2. The company or Advertisement providersmust concentrate on true information aboutthe products at the same time Ad has beenattractive and enthusiastic way.

3. In our competitive world the technologyplay vital role in advertising. So, themanufactures has innovate some newtechnologies for stable for their marketcondition through creative and attractiveAds.

4. There is a close relationship betweendemographic factors and persuasion of theconsumers. Hence, the advertisers shouldgive opted advertisements to all types ofconsumers.

5. Products must be demonstrated withaccurate information and avoid overimagination and then there have a languageproblem to understand the ads in case ofilliterate people. So, the advertisers shouldgive ads easy understanding way.

6. Conviction, true information,remembrance, clarity and also effective inthe ads were closely related with advertisingeffectiveness on consumer purchasedecision.

ConclusionAds not only inform the features and benefitsof the products. Image of the products,brand and company is also built with thehelp of effective marketing messages. TV

does it effectively with its audio visualstrength for the marketers. Quality of theadvertising messages increases theinvolvement level of the audience. Thisstudy results revealed that the relevantinformation is due to ads effectiveness andconsumer expectations fulfill through ads ineffective manner leads to purchase decision.References1. AdemolaB.Owolabi ―Effect of consumers

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