Abstract/Description
The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and appeals is positively correlated with consumer purchase intentions. In addition in to this, product accessibility information, emotional appeal, and effective message theme are the most individual critical elements influencing this purchase intention.Data analysis was carried out with data of the TV advertisement viewers from Karachi, Lahore, Islamabad, Faisalabad and Multan (five major cities of Pakistan).The companies are experiencing an intense competition and unable to entice their customers. Focusing on these aspects of ads help the promoters to make their Ads more eye-catching and achieving the allimportant goal of purchase intention.The paper is a first of its type that develops a model capturing on all areas of Advertisement features while developing its relationship with Consumer purchase intention.
Keywords
TV Advertisement, Purchase intention, Advertisement features, Ultra High Temperature (UHT) Milk
Location
Seminar Room, S4 1st Floor, CED Bldg
Session Theme
Session 3: Parallel Sessions
Session Type
Event
Session Chair
Dr. Zaki Rashidi
Start Date
3-5-2014 2:30 PM
End Date
3-5-2014 5:00 PM
Recommended Citation
Siddiqui, A. N. (2014). Parallel Sessions (Advertising): TV ads impact on consumer purchase intention. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day1/12
Included in
Parallel Sessions (Advertising): TV ads impact on consumer purchase intention
Seminar Room, S4 1st Floor, CED Bldg
The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and appeals is positively correlated with consumer purchase intentions. In addition in to this, product accessibility information, emotional appeal, and effective message theme are the most individual critical elements influencing this purchase intention.Data analysis was carried out with data of the TV advertisement viewers from Karachi, Lahore, Islamabad, Faisalabad and Multan (five major cities of Pakistan).The companies are experiencing an intense competition and unable to entice their customers. Focusing on these aspects of ads help the promoters to make their Ads more eye-catching and achieving the allimportant goal of purchase intention.The paper is a first of its type that develops a model capturing on all areas of Advertisement features while developing its relationship with Consumer purchase intention.
