Impact of Television Advertisement on Fresh Milk Consumer Attitudes: a Case Study in Can Tho City

Abstract

This study investigates the impact of television advertising on fresh milk consumers' attitudes by analyzing the survey data of 160 respondents who living and working in Can Tho city. The analysis results show that the Investment capability in advertising has the greatest influence on the attitude of fresh milk consumers. In addition, this study also proves that Emotional, Credibility, Advertisement repetition, Entertainment have a positive impact on consumer attitudes.