A Study on Impact of Television Advertising towards the Selection of Branded Women’s Apparel with Special Reference to Consumer at Tiruchirappalli City

  • S Syed Muthaliff Assistant Professor, Department of Management Studies, Saranathan College of Engineering, Tiruchirappalli, Tamil Nadu, India
  • L B Vihaa Priya II MBA Student, Department of Management Studies, Saranathan College of Engineering, Tiruchirappalli, Tamil Nadu, India
  • P Anusha II MBA Student, Department of Management Studies, Saranathan College of Engineering, Tiruchirappalli, Tamil Nadu, India
Keywords: Television Advertisement, Awareness, Consumer Buying Behavior, Customer satisfaction, women apparels, Consumer decision making process

Abstract

 Television Advertisement assumes a noteworthy job in present-day life. It shapes the states of mind of the general public and the individual and definitely impacts customer behavior. The customer needs to fight with a gigantic measure of data and have the capacity to settle on a decision, reach determinations and settle on critical choices. This examination plans to set up whether the Trichy City, Tamilnadu, customers affects their purchasing choices because of the impact of Apparel retailer's TV advertisements.

An advertisement is the paid type of unoriginal introduction of thoughts, products, and ventures by distinguished support. The primary goal of promoting is to advise, influence and remind the focused on shoppers with respect to the item. Consistently we go over an assortment of advertisements. When we read a daily paper or a magazine or tune in to the radio or stare at the television or stroll on a street or travel by a transport or a prepare or we see a film or go anyplace else, we run over a type of an advertisement. These advertisements fill in as the main thrust for our buy choices.

The main objective of this paper is to study on the Impact of Television Advertising towards the Selection of Branded Women's Apparel reference to a consumer at Tiruchirappalli City.

A descriptive study was done on primary data collected from 125 respondents on basis of judgmental sampling. 125 respondents were given questionnaire and 110 were found to be fully usable for analysis. A questionnaire was used to collect primary data. Likert five-point scaling was given to customers for evaluating their impact of Demographical factors on Apparel retail store selection. IBM SPSS Statistic version 20.0 was used for this analysis and the following tools were administered 1) Reliability Test 2) Factor Analysis and 3) Multiple Regression 4) Chi-square goodness of fit test. The reliability test was made and the obtained coefficient alpha value (Cronbach’s alpha) was 0. 0.937, and hence the data had satisfactory reliability. Factor analysis and Multiple Regression was used to find the Impact of Television Advertising towards the Selection of Branded Women’s Apparel.

 In the Chi-square test, we are assessing how well the sample data fits the population proportions specified by the hypothesis.

Published
2019-01-31
How to Cite
Syed Muthaliff, S., Vihaa Priya, L. B., & Anusha, P. (2019). A Study on Impact of Television Advertising towards the Selection of Branded Women’s Apparel with Special Reference to Consumer at Tiruchirappalli City. Shanlax International Journal of Management, 6(3), 24-35. Retrieved from http://www.shanlaxjournals.in/journals/index.php/management/article/view/204
Section
Articles