Volume : II, Issue : XII, December - 2013

Impact of Tv Advertisement on the Buying Behaviour of Rural People

J Josephine Lalitha , Dr. N. Panchanatham

Abstract :

In recent years, rural markets have attained significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. We see a huge thrust by marketers in to rural markets triggered by saturating urban markets and huge rural potential very much reflected in growing demand. This upsurge in the rural demand has its genesis in people’s recognition of their otherwise latent needs ought to their consciousness largely by their marketer’s efforts. And their own increased interaction riding on the growing reach of media, of course apart from increased purchasing power. Television allows marketers to show and tell a wide audience your business, product, or service. This paper is an attempt to find out the impact of TV advertisement on the buying behaviour of rural consumers. A survey was conducted on 60 respondents chosen from Annur village in Coimbatore district. The results indicate that the advertisements provide much knowledge to the consumers about the products and also influence them in purchasing the product.

Keywords :

Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

J JOSEPHINE LALITHA , DR. N. PANCHANATHAM Impact of Tv Advertisement on the Buying Behaviour of Rural People International Journal of Scientific Research, Vol.II, Issue.XII December 2013

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