Consumer Attitude towards T.V. Advertisement of Winter Care Products
Keywords:
Consumer attitude, T.V, AdvertisementAbstract
Earlier days people were not so beauty conscious. They did not care for themselves. But now days both male and female are very conscious about their appearance. Consumers use winter care product to nourish and moisturise their dry skin. Consumers are valuable assets for any organization. Among lots of media, T.V often called “king of advertisement media.” Majority of manufacturer of winter care product are using T.V as media to promote their product among mass of consumers. Present study aims to find out attitude of consumers towards advertisement of winter care product in T.V. A randomly selected sample of 100 respondents from Jodhpur city. Questionnaire was the main tool to collect data from the selected sample respondents. The study concludes that there is positive attitude of consumers towards T.V advertisement of winter care product in the Jodhpur city.
References
Aaker, D. A., Douglas, M., Stayman, & Michael, R. H. (1986). Warmth in advertising: Measurement, impact and sequence effects. Journal of Consumer Research, 12 (3).
Alwitt, L.F., & Prabhaker, P.R. (1992). Functional and belief dimensions of attitudes to television. Journal of Advertising Research, 32(5).
Anwar, S. (2012). Youngs Consumers Attitude towards Television Advertisement in the Internet Age. Zeneith International Journal of Multidisciplinary Research, vol.2.
Antonides, Gerrit, & Fred V. R. (1998). Consumer behavior: A European perspective. New York: Wiley and Sons.
Bauer, R.A., & Greysen, S.A. (1968). Advertising in America: The consumer view. Boston: Harvard University.
Elliot, M.T., & Speck, P.S. (1998). Consumer perception of advertising clutter and its impact across various media. Journal of Advertising Research, 38 (1).
Eze, Uchenna Cyril., and Lee Chai Har. (2012). Consumers Attitude towards Advertising. International Journal of Business and Management, vol.7.
Friedman, R., & Zimmer, M. (1988). The role of psychological meaning in advertising. Journal of Advertising, 17 (1).
Hawkins, D.I., & Coney, K.A. (1976). Advertising and differentiated sex roles in contemporary American society. Journal of the Academy of Marketing Science, 4.
Huda, Noor A., and Hidayat, Anas. (2009). Study of Consumer Attitude Towards Television Advertising Using Celebrity Endorser. Journal Siasat Bisnis, vol.13.
Kotler, Philip. (1999). Marketing Management. New Delhi: The Millennium Edition, PHI.
Mac Kenzie, S.B., & Lutz, R.C. (1989). An empirical examination of the structural antecedents of attitudes towards the Ad in an Advertising Presenting Content. Journal of Marketing, 53 (4).
Mittal, B. (1994). Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34 (1).
Munusamy, J., & Hoo, C. W. (2007). Attitude towards advertising among students at private higher learning institute in selangor. Unitar E-Journal, 3(1).
Norris, V. (1984). The economic effects of advertising: A review of the literature. Current Issues and Research in Advertising, 7 (2).
O'Donohoe, S. (1995). Attitudes to advertising: A review of British and American Research. International Journal of Advertising, 14 (3).
Polly, R., & Mittal, B. (1993). Here are the beef factors, determinants, and segments in consumer criticism of Advertising. Journal of Advertising, 57 (7).
Richins, M. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18 (6).
Rossiter, J. R. (1977). Reliability of a short test measuring children’s attitudes toward TV commercials. Journal of Consumer Research.
Singh, B., & Chhabra, T. (2005). Organization Theory and Behaviour. Delhi: Dhanpat Rai & Co. (Pvt.) Ltd. Educational and Technical Publishers.
Sharma, Himani., and Mehta, Shallu. (2012). Consumer Attitude Towards the use of Shampoos; A Case Study of Sirsa City, vol.2.
Shiralashetti, A.S. (2011). Attitude of Consumers Towards Advertisement of Shampoo in T.V.- A Case Study of Gadag City. Proficient An International Journal of Management, vol. 3.
Sudha, G.S. (2011). Sales & Advertising Management. Jaipur: Ramesh Book Depot.
Zanote. (1984). Public advertising towards advertising. International Journal of Marketing, 13.
