A STUDY ON FACTORS DETERMINING BUYING DECISIONS THROUGH TELEVISION ADVERTISEMENTS FOR CONSUMER DURABLES GOODS

Marketing scenario changes its face from time to time. Companies try to increase their sales through advertisements, particularly, television advertisements. The theme, message and language used in advertisements are giving new blood to the traditional way of taking buying decisions. Through such advertisements, companies try to position the brand in the minds of the target audience through which they wish to build their brand image. Television advertisement together presents a lethal combination and has become an integral part of modern society. The present study focuses on identifying the influence and Impact of television advertisements on buying decisions of consumer durable goods. This study was carried out by using a questionnaire and the collected data were analyzed by using simple statistical tools like percentage analysis and Regression.