TV Ads impact on consumer purchase intention

Ahmad Siddiquei

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

Abstract

The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association,content credibility of product shown in TV advertisements, effective advertisement repetition and appeals is positively correlated with consumer purchase intentions. In addition in to this, product accessibility information, emotional appeal, and effective message theme are the most individual critical elements influencing this purchase intention.Data analysis was carried out with data of the TV advertisement viewers from Karachi, Lahore, Islamabad, Faisalabad and Multan (five major cities of Pakistan).The companies are experiencing an intense competition and unable to entice their customers. Focusing on these aspects of ads help the promoters to make their Ads more eye-catching and achieving the all important goal of purchase intention.The paper is a first of its type that develops a model capturing on all areas of Advertisement features while developing its relationship with Consumer purchase intention.
Original languageEnglish
Title of host publicationProceedings of the International Conference on Marketing
Subtitle of host publicationInstitute of Business Administration, Karachi, Pakistan
Number of pages1
Publication statusPublished - 2014
Externally publishedYes
EventInstitute of Business Administration International Conference on Marketing: Changing market paradigms - IBA Campus, Karachi, Pakistan
Duration: 3 May 20144 May 2014
Conference number: 2
http://iba.edu.pk/testibaicm2014/index.php

Conference

ConferenceInstitute of Business Administration International Conference on Marketing
Abbreviated titleIBAICM 2014
CountryPakistan
CityKarachi
Period3/05/144/05/14
Internet address

Fingerprint

Purchase intention
Pakistan
Emotion
Sample size
Credibility
Accessibility
Consumer products
Sampling
Milk
Celebrity
Questionnaire

Cite this

Siddiquei, A. (2014). TV Ads impact on consumer purchase intention. In Proceedings of the International Conference on Marketing: Institute of Business Administration, Karachi, Pakistan
Siddiquei, Ahmad. / TV Ads impact on consumer purchase intention. Proceedings of the International Conference on Marketing: Institute of Business Administration, Karachi, Pakistan. 2014.
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Siddiquei, A 2014, TV Ads impact on consumer purchase intention. in Proceedings of the International Conference on Marketing: Institute of Business Administration, Karachi, Pakistan. Institute of Business Administration International Conference on Marketing, Karachi, Pakistan, 3/05/14.

TV Ads impact on consumer purchase intention. / Siddiquei, Ahmad.

Proceedings of the International Conference on Marketing: Institute of Business Administration, Karachi, Pakistan. 2014.

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

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AB - The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association,content credibility of product shown in TV advertisements, effective advertisement repetition and appeals is positively correlated with consumer purchase intentions. In addition in to this, product accessibility information, emotional appeal, and effective message theme are the most individual critical elements influencing this purchase intention.Data analysis was carried out with data of the TV advertisement viewers from Karachi, Lahore, Islamabad, Faisalabad and Multan (five major cities of Pakistan).The companies are experiencing an intense competition and unable to entice their customers. Focusing on these aspects of ads help the promoters to make their Ads more eye-catching and achieving the all important goal of purchase intention.The paper is a first of its type that develops a model capturing on all areas of Advertisement features while developing its relationship with Consumer purchase intention.

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Siddiquei A. TV Ads impact on consumer purchase intention. In Proceedings of the International Conference on Marketing: Institute of Business Administration, Karachi, Pakistan. 2014