Understanding the Influence of Television Advertising on Consumers’ Buying Decisions: A Study of Dhaka City
Article Sidebar
Main Article Content
Abstract
This study analyzes the role of advertising and various other factors on customer purchasing behavior. The study is grounded on consumer data obtained in Dhaka, Bangladesh, through the administration of a survey in four prominent areas: Uttara, Mirpur, Badda, and Keraniganj. Data for the study were obtained from a sample of 200 users who actively engage with television advertising. The study highlights key factors such as celebrity endorsements, children’s role on parents’ shopping decisions, and the preferences of different demographic groups. Despite the growing presence of digital media, television advertising continues to shape consumer behavior in Dhaka, offering valuable insights for advertisers and policymakers navigating this complex media environment. Furthermore, the study emphasizes that consumers’ viewpoints significantly role their purchasing choices. Nevertheless, innovative advertisements and efficient marketing tactics have the power to role clients’ purchasing choices.
Article Details
References
Alam, K. (2009). Social research methods. Minerva Publications.
Ansari, M. E., & Joloudar, S. Y. E. (2011). An investigation of TV advertisement effects on customers' purchasing and their satisfaction. International Journal of Management Studies, 18(3), 175-181.
Asaduzzaman, A. S. M., & Mohiuddin, K. (2002). Communication theory. Momin Offset Press.
Asha, K. (2016). Impact of television advertisement on buying behavior of rural consumers towards FMCG in Kanyakumari District. Journal of Chemical and Pharmaceutical Sciences, 9(4), 1827-1831.
Ashaduzzaman, M., & Rahman, S. M. A.-U. (2013). Impact of television advertisements on buying pattern of women in Dhaka city. European Journal of Business and Management, 3, 16-29.
Awan, A. G. (2016). Effects of advertisement on consumer’s buying behavior with references to FMCGs in Southern Punjab-Pakistan. Journal of Marketing and Consumer Research, 19, 22-30.
Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The role of advertising on consumer brand preference. Journal of Social Science, 10(1), 9-16.
Chen, H., & Lee, C. (2023). The evolving role of television in the digital age: Global perspective. Journal of Global Marketing, 36(4), 351-370.
Dasgupta, A. (2004). Economics news and journalism. Bangladesh Center for Development Journalism and Communication.
Dey, S. (2014). From ‘Advertisement advertisement.’ http://www.guruchandali.com/default/guruchandali.Controller?portletId=8&porletPage=2&contentType=content&uri=content1342526539046#.VJWiV1ABuA
Dominick, J. R. (1996). The dynamics of mass communication. McGraw Hill.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1986). Living with television: The dynamics of the cultivation process. In J. Bryant & D. Zillmann (Eds.), Perspectives on media effects (pp. 17–40). Lawrence Erlbaum Associates.
Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to websites & their role on advertising effectiveness. Internet Research: Journal of Electronic Networking Application and Policy, 12(4), 318-328.
Haider, S., & Samin, S. (2014). Mass communication theory and application. Bangladesh Press Institute.
Hasan, M. K., & Islam, R. (2021). Media consumption patterns and advertising role in Dhaka. Asian Journal of Media and Communication, 15(4), 314-332.
Hossain, M. A., & Zaman, A. (2023). The role of celebrity endorsements in television advertising in Bangladesh. Journal of Advertising Research, 63(1), 54-73.
Katke, K. (2007). The impact of television advertising on child health & family spending. International Marketing Conference on Marketing & Society. http://www.istworld.org/ictnews/katke.pdf
Khan, N. A., & Jahan, I. (2022). Integrated marketing communications and consumer engagement in urban Bangladesh. International Journal of Advertising, 41(2), 194-212.
Khatun, S., Rahman, M. S., & Alam, M. (2023). The emotional appeal in television advertisements and consumer behavior. Journal of Consumer Marketing, 40(3), 198-217.
Kotwal, N., Gupta, N., & Devi, A. (2008a). Impact of television advertisements on buying pattern of adolescent girls. Journal of Social Science, 16(1), 51-55.
Kotwal, N., Gupta, N., & Devi, A. (2008b). Impact of television advertisements on buying pattern of adolescent girls. Journal of Social Science, 16(1), 51-55.
Krishnakumar, K., & Radha. (2014). A study on relevance factor in effectiveness of television advertisements on consumer purchase decision in Salem District. International Journal of Business and Administration Research Review, 1(2).
Mickel, O. (1990). The effect of television advertisements on Iraqi consumers [Master's thesis, Iraq University].
Mohideen, R. K., & Saravanan, P. (2016). A study on impact of television advertisement on purchase decisions of consumer durable goods in Tiruchirappalli District. International Journal of Management, 7(2), 484-488.
Nabi, K. (2016). Impact of advertisement on consumer behavior of FMCG in Bhadrak town: With a focus on consumption of detergent powder. International Journal of Recent Advances in Engineering & Technology, 4(5), 15-20.
Nabi, K., & Karim, S. (2022). Gender differences in media consumption and advertising role in Bangladesh. Bangladesh Journal of Marketing, 12(2), 245-262.
Rahim, M. M., Karim, M. R., & Ahmed, A. (2022). Consumer responses to synchronized television and online advertising. Journal of Consumer Research, 48(5), 890-910.
Rahman, A. S. M. A. (2007). Bangladesh's developing TV media: Current perspectives. Audit (No. 159), Media Journal of Bangladesh Press Institute.
Rahman, G., & Ullah, M. S. (2005, December 2). Effect of satellite TV on urban viewer behavior in Bangladesh. Sociological Science Magazine, University of Dhaka, 22(2).
Rahman, T., & Ahmed, S. (2021). The impact of television and digital advertising on consumer behavior in urban Bangladesh. Journal of Marketing Communications, 27(3), 205-223.
Rai, N. (2013). Impact of advertising on consumer behavior and attitude with reference to consumer durables. International Journal of Management Research and Business Strategy, 2(2), 74-79.
Raychoudhury, A. K., & Goswami, P. (2001). Advertising studies (2nd ed.). West Bengal State Book Council.
Sajib, A. I. (2008). A study on the effect of advertising on human minds, people of Padma bank. http://taiyabs.wordpress.com/2008/12/19/mind-4/
Singh, P., & Gupta, R. (2023). Television advertising trends in Bangladesh and India: A cross-cultural study. South Asian Journal of Business and Management, 30(2), 165-183.
Sonkusare, G. (2013). Impact of television advertising on buying behavior of women consumers in Chandrapur city. International Journal of Business and Management Invention, 2, 31-38.
Thara, C. M., Suma, D., Chellamammal, S., & Prema, L. (2012). Role of television on the food purchase behavior of urban women homemakers in Thiruvananthapuram. Journal of Media Studies, 27(1), 45-54.
Vasumathi, T., & Banudevi, P. B. (2018). Impact of television advertisement on the buying behavior of FMCG customers in Coimbatore District: A study. International Journal of Research in Applied Management, Science & Technology, 3(2).