Survey on Impact of Television Advertisements on Youth Buying Behaviour

Submitted by:
M.A.P.Arun kumar (10AD05)
D.Mohan (10AD26)
K.M.Saravana Prabu (10AD27)
M.Prabu (10AD39)
M.Guruprasath (10AD44)
Introduction:
Rapid technological development and the immersion of technology into the lives of today’s consumers have created a digital divide between generations. Most students entering our colleges and universities today are younger than the microcomputer, are more comfortable working on a keyboard than writing in a spiral notebook, and are happier reading from a computer screen than from paper in hand. It is important to note that these technologies such as cable television, the Internet, laptop computers, and mobile devices were not always readily available for previous generations. Due to these technological advancements being ever-present in our lives one may assume differences exist between those whom have grown up immersed in the technologies and those whom have not been born into this technological immersion.
Today’s average college graduates have spent less than 5,000 hours of their lives reading, over 10,000 hours playing video games, and an incredible 20,000 hours viewing television within the first 20 years of their lives. These readily available technological advancements from a young age create different experiences, which lead to different brain structures than previous generations that did not have these technological advancements. Different groups of consumers have various television commercial media viewing and use habits. . The Youth have logged an incredible 20,000 hours of watching television within the first 20 years of their lives. How they are viewing television as well as their viewing habits may be different then the other consumer groups. Advertisers producing commercials may find it advisable to address these groups and their unique media viewing habits.
Their viewing habits of commercials or perhaps avoidance habits of commercials through other technological advancements such as the DVR, changing the channel, or muting the television or computer also represent issues that Advertisers should consider in adjusting their strategies to reach these markets. Similarly what a person in a between 18 to 30 may like will be different from what people in other age group do..Television is one of the most common electrical appliances in our home and as such almost all individual are exposed to it at some point of time. It’s popularly believed that television viewing for prolonged period has influenced moral, social, intellectual, ethical, racial & personality development of individuals. Television viewing is proven to have both positive as well as negative influence on individual. Prolonged exposure to violent programs has proven to have negative impact on children and young adults. With so aspects related to television viewing, I have felt the need to understand television viewing habits’ of the youth between 18 to 30.

Review of Literature: Many earlier researches have concluded that youth’s participation in purchase is increasing and television advertisements are playing important role in defining their product choice and buying behaviour pattern. Due to their constant exposure to television advertisements, they are able to differentiate between good and bad products. They are in the situation to purchase the product their desire. The Part of the literature is concerned to consider the various aspects of post evaluation techniques and to put forward references which serve as illustration of the main points. The report will provide information on two approaches to the work: 1) the various methodologies proposed 2) The various beliefs or conclusions which have been drawn from examples. More specifically the papers considered for review in this section are those using as a measure of effectiveness of advertisements that change the company performance in the market place. The subjective measures of response to promotional effort such as change in consumer predisposition towards a particular product will be covered in the subsequent paper on advertising processes. The emphasis of this paper is on the determination of media advertising effects on market performance usually measure by changes in sales levels or brand shares, this is because in the literature there is a predominance of papers dealing with work and evidence of this nature. It is also felt that this subject matter is more properly considered in the context of the review of behavioural studies or what we have termed “advertising processes”. Literature on the measurement of advertisement effectiveness:
The main areas of concern on the following:
Part 1: The pre-display assessment of advertising.
Part 2: Post display analysis of promotional effectiveness

Operational definitions:
Youth:
For our study we considered the age group of people between 18 to 30 as youth. We have divided this age group into three categories specifically from 18 to 21,21 to 25 and 25 to 30.
TAM [Television Audience Measurement]:
A joint venture company between AC Nielsen & Kantar Media Research/ IMRB, TAM Media Research is the TV Viewership analysis firm of India. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure through its division AdEx India. It exists in the PR Monitoring space through another division, Eikona PR Monitor
The viewership cell runs what is one of the largest Peoplemeter TV Panels in the World with Approx 30,000 sample individuals representing all the Class-I towns (towns with population more than 100,000) polled every week for their Viewership habits! This division measures television Viewership of audiences for the 300-plus TV stations operating in India. TAM is often criticised for its poor sample size, its Television Rating Points (TRP) system and much else. Still, the industry continues to subscribe to TAM data. History of Indian Television Starting with 41 sets in 1962 and one channel Indian television has come a long way. When Television first came to India it was named the National Television Network of India. The first telecast started on September 15, 1959 in New Delhi. After 13 years, second television station was established in Mumbai in 1972. For several years the transmission was in black & white. Television industry got the necessary boost in the eighties when color TV was introduced during the 1982 Asian Games. Indian small screen programming started off in the early 1980s. At that time there was only one national channel Doordarshan. The Ramayana and Mahabharat was the first major television series produced. This serial notched up the world record in viewer ship numbers for a single program. In the late 1980s more people started to own television sets. Television programming had reached saturation in spite of the fact that there was only one channel. So, the government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later DD Metro. Both channels were broadcast terrestrially.The central government launched a series of economic and social reforms in 1991, under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. In 1992 five new channels belonging to the Hong Kong based STAR TV gave Indians a fresh breath of life. Zee TV was the first private owned Indian channel to broadcast over cable. A few years later CNN, Discovery Channel, National Geographic Channel made its foray into India.. Regional channels flourished along with a multitude of Hindi channels and a few English channels. By 2001-2003, other international channels such as HBO, History Channel, Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney came into foray. In 2003 news channels started to boom.

Current Scenario of Indian Television Industry The television industry in India is currently at its prime, contributing the largest share in the total media and entertainment industry. While India is the third largest cable television market in the world, the penetration level of pay TV is still low, which promises a huge untapped potential for growth. According to the study by FICCI and KPMG, the television industry, which is currently valued at about US$ 4.63 billion will expand by 14.5 percent between 2009 and 2013.
Digital distribution platforms such as direct-to-home (DTH) are transforming the industry. Direct-to-Home segment is gearing up for a new phase of TV viewing with digital video recorders (DVRs) or personal video recorders that will free consumers from having to watch television at broadcaster-ordained timetables. Mobile TV- where content will stream in on mobile phones – which is currently at a nascent stage is poised to grow big with the advent of 3G, according to experts. This can lead to the growth of many business opportunities in the media and entertainment sector. And according to ABI Research, the mobile TV market worldwide is expected to attract over 50 crore viewers in the next five years.
Considering that video is the most popular medium of entertainment, it will not be limited to mobile phones but will be expanded to in-car television and personal media players among others, according to experts.
Viewership across various segments is increasing and marketers are launching new channels to meet this growing demand. Turner and Warner Bros Entertainment, Hollywood's leading studio have launched WB, a new Warner-branded channel in India that will showcase blockbuster motion pictures and acclaimed television series. According to a report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow 12.5 per cent per annum over the next five years and touch US$ 20.09 billion by 2013.

Objectives: The objectives of the study are * Impact of TV advertisements on youth buying behavior * Secondary objective: * Category of advertisements they watch and their purchase influencing factor * Channel watching behavior of youths

Methodology: The study employs primary data collected by online surveys, we have used the site kwiksurvey.com for our survey. The survey was carried out in Coimbatore city during December 2010.The study employed non probabilistic quota sampling with the sample size of 60.The analysis of data was carried out using MS-excel. A closed ended questionnaire was used for the propose of data collection to determine the average television viewing, we asked a closed ended question to the youth sector: how many hours on an average they watch television daily. They were presented for alternatives: less than one hour,1 to 2 hours, 2to 3 hours and more than 4 hours. The demographic details of the participants like their gender, location were collected.

Analysis and discussions:
The findings of the impact of television advertisements on youth buying behaviour is shown in the graph

The analysis says that 42% will buy the product whose advertisement they like the most and 58% did not agree. Advertisement of which product category do you like watching the most? | | | | | | | | | | | | | | | 1 | 2 | 3 | 4 | 5 | Responses | Total | Mean | Std Dev | Fashion & Jewellery | 27% | 22% | 24% | 8% | 19% | 60 | 159 | 2.65 | 1.47 | Electronics & accessories (Mobile, PC, TV, etc...) | 7% | 14% | 24% | 31% | 24% | 60 | 204 | 3.40 | 1.34 | House hold items | 26% | 31% | 21% | 9% | 14% | 60 | 147 | 2.45 | 1.40 | Automobile sector (Cars, Bikes, etc...) | 7% | 7% | 19% | 34% | 34% | 60 | 225 | 3.75 | 1.27 |

The analysis says that automobile sector and electronic accessories sector advertisements influence the youth more. What according to you is the most influencing factor in your purchasing decision? | | | | | | | | | | | | | | 1 | 2 | 3 | 4 | 5 | Responses | Total | Mean | Std Dev | Friends | 8% | 17% | 32% | 20% | 22% | 60 | 195 | 3.25 | 1.30 | Internet | 19% | 16% | 37% | 18% | 11% | 60 | 162 | 2.70 | 1.36 | TV advertisements | 5% | 15% | 44% | 25% | 10% | 60 | 189 | 3.15 | 1.07 | FM | 55% | 35% | 7% | 2% | 2% | 60 | 89 | 1.48 | 0.93 |

The analysis says that television advertisements are the third influencing factor in youth’s buying behaviour. What channel do you like watching on television? | | | | | | | | | | | | | | | | | 1 | 2 | 3 | 4 | 5 | Responses | Total | Mean | Std Dev | Dramas | 63% | 20% | 8% | 3% | 5% | 60 | 100 | 1.67 | 1.10 | Movies | 5% | 12% | 23% | 23% | 37% | 60 | 225 | 3.75 | 1.22 | Music | 8% | 10% | 12% | 33% | 37% | 60 | 228 | 3.80 | 1.27 | Sports | 20% | 17% | 18% | 17% | 28% | 60 | 190 | 3.17 | 1.51 | Fashion | 53% | 23% | 5% | 7% | 12% | 60 | 120 | 2.00 | 1.39 | Cartoon | 25% | 22% | 15% | 17% | 22% | 60 | 173 | 2.88 | 1.51 |

The analysis says that advertisements from music and movie channels are mostly watched by the youth group.

Reference: * Literature review on the measurement of advertising effectiveness: https://dspace.lib.cranfield.ac.uk/bitstream/1826/2890/1/MCRU%202%20ii.PDF * Literature Review On Advertisement Effects On Consumer Behaviour Essays and Term Papers http://www.oppapers.com/subjects/literature-review-on-advertisement-effects-on-consumer-behaviour-page2.html * tamindia.com * agencyfaqs.com * sharetipsinfo.com * livemint.com * Exchange4media.com
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