Impact of television advertisements on consumer buying behavior of dairy products: a case study in Gampaha district

Abstract

Television advertising is effective medium for promotion due to mass reaching and attractiveness. Therefore, dairy product producers tend to use television advertisement as their main promotional tool due to high competition among them. In this background, this study was carried out to analyze the consumer-profile of dairy product, to identify factors affecting dairy product consumption, to examine consumer perception on television advertisement and analyze the impact of television advertisement on dairy products consumers' behavior. Primary data were collected through household survey among randomly selected 100 dairy consumers in Gampaha district by using pre-tested questionnaire. The statistical tools like correlation-coefficient and Wilcoxon signed rank test were employed in art, analysis. The results revealed, majority of respondents in the sample were married females belong to 20-34 years category' Among respondents 380% were educated up to G.C.E. Advanced Level. The product characteristics as quality, nutrition level, taste, durability and price were concerned by consumer when purchase dairy products. Majority consume powdered milk, yoghurt and ice cream. The correlation analysis revealed that age, education level, occupation and income affect the per-capita expenditure of dairy product. Majority of consumers prefer to spend more time on television rather than other media for receiving information. Consumers' attraction to advertisement is significantly influenced by the characteristics such as; attractiveness, information brought in, introducing innovative advertisement, associated with such advertisements. The impact of television advertisements on consumer behavior of dairy products is found to be significant and such advertisements significantly affected on problem recognition, information search and evaluate of a