A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUMER DURABLE GOODS IN TIRUCHIRAPPALLI DISTRICT

Television Advertising helps to make the product appealing to a person's basic motives, and influences their behavior and attitude towards the product. Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also. The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.