Television Advertisements Motivate the Consumers of Mobile Phones: An Opinion From University Students in Karachi, Pakistan

Abstract

Advertising is a tool by which the audience who may be the viewers, readers or listeners are communicated and convinced to buy or taking any action regarding the products, or getting information about the services provided. The TV advertisements influence the consumers’ buying behaviour. The need of TV advertisement has increased with the fast growth of mobile phones industry in Pakistan. This paper investigates the relationship between independent variable of advertisement with dependent variables of consumer choice, consumer awareness, consumer perception, and consumer motivation by getting the responses of 250 respondents using questionnaires based on 5-point Likert scale from the graduating students of various faculties at University of Karachi. The main results of the study show a strong association between the independent and dependent variables. It is a fact that the brands which are advertised on TV are purchased more because people become emotionally attached with such brands or products. This study is very useful for producers, distributors, wholesalers and retailers as well engaged in mobile business in Pakistan.

Unveiling Consumer Preferences: Exploring Factors Influencing Purchase Decisions in the Jewellery Market

“…Rima Battacherjee and Adhikari (2018) discuss the paradigm shift in consumer behaviour in emerging markets, emphasizing the influence of product quality, innovation, technology, cross-cultural factors, and economic variables on consumer purchasing decisions. Siddique et al (2018) examine the motivational effects of television advertisements on mobile phone consumers in Pakistan, highlighting the role of advertising in shaping consumer awareness, perception, and purchase motivation. Singh et al (2018) assess the impact of various factors on consumer behaviour in online shopping, emphasizing the importance of customer benefits, transaction efficiency, technological advancements, and availability in driving online purchasing decisions.…”