Research Paper Volume : 2 | Issue : 12 | December 2013 • ISSN No 2277 - 8179

Management
Impact of Tv Advertisement on the Buying KEYWORDS : Advertisement impact,
rural consumer
Behaviour of Rural People

J JOSEPHINE LALITHA ASSISTANT PROFESSOR, PSG COLLEGE OF ARTS & SCIENCE, COIMBATORE
DR. N. PANCHANATHAM PROFESSOR & HEAD, DEPT. OF BUSINESS ADMINISTRATION, ANNAMALAI
UNIVERSITY.

ABSTRACT In recent years, rural markets have attained significance, as the overall growth of the economy has resulted
into substantial increase in the purchasing power of the rural communities. We see a huge thrust by marketers
in to rural markets triggered by saturating urban markets and huge rural potential very much reflected in growing demand. This
upsurge in the rural demand has its genesis in people’s recognition of their otherwise latent needs brought to their consciousness
largely by their marketer’s efforts. And their own increased interaction riding on the growing reach of media, of course apart from in-
creased purchasing power. Television allows marketers to show and tell a wide audience your business, product, or service. This paper
is an attempt to find out the impact of TV advertisement on the buying behaviour of rural consumers. A survey was conducted on 60
respondents chosen from Annur village in Coimbatore district. The results indicate that the advertisements provide much knowledge
to the consumers about the products and also influence them in purchasing the product.

INTRODUCTION: ral and urban adolescents. They observed that television is the
In developing economies like India, it is important to target ru- most important media of information regarding fashion aware-
ral market as a very large section of potential customers resides ness among rural and urban respondents.
in villages. The marketers need to convert the latent needs of
the village people into specific wants. The rural folk are ready The purpose of this paper is to examine the cultivation effects
to imbibe modern way of living. The basic challenge in front of of television advertising viewing on the perceived affluence in
the rural marketer is to deal with the rural consumer who is society and the materialistic value orientations among adoles-
undergoing transformation. Many marketers perceive that the cents in urban and rural China. Television advertising viewing
rural markets are the protrusions of the urban slums or poor demonstrated first and second order cultivation effects among
markets. The truth is that the rural consumer’s concept of value urban as well as rural respondents. Heavy television advertising
is different from the urban consumer. The rural consumer pur- viewers were more likely to have a higher perceived affluence
chases only when it is extremely needed by them, not because of than light television advertising viewers. Heavy television ad-
tempting promoting offers. vertising viewers were also more materialistic than light televi-
sion advertising viewers. A survey of 646 adolescents aged 11
To be successful in the rural market, companies will have to be to 17 in Guangzhou city and in a rural county of Henan province
innovative and sensitive while deciding marketing strategies. were conducted in 2006. ( research paper)
Traditional urban marketing strategies will have to be localized
as per the demands of the rural market. The advertiser intends Makgosa Rina (2010) investigated how vicarious role models
to spread his ideas about the products and offerings among the such as television celebrities and entertainers influence pur-
prospects. Popularization of product is thus the basic aim of ad- chase intentions of teenagers in Botswana. Data was collected
vertisement. Over a long period of time, the TV set has become from a convenience sample of 200 senior secondary school stu-
a permanent fixture in all upper and middle class households dents using a structured questionnaire. The results reflected
and it is not un common over in the poorer society. The national that there is a relatively high level of vicarious role model in-
readership survey IV and V says that rural viewership is expect- fluence of television celebrities and entertainers among teen-
ed to go up to 45 – 48% by 2020. Ramana rao observed that the agers in Botswana. Similarly, the results of regression analysis
boom in rural areas is caused by factor such as increased dis- demonstrated that television celebrities and entertainers as
cretionary income, rural development schemes, improved infra- vicarious role models positively influence teenagers’ purchase
structure, increased awareness, expanding private TV channel intentions, especially their switching behaviour and response
coverage and emphasis on rural markets by companies. to the problem.

Television remains the most effective medium for reaching OBJECTIVES OF THE STUDY:
today’s customers and it also is most efficient for introducing The study is aimed to see the effects of advertisements on con-
people to brands. Advertising through Television appeals to the sumer behaviour by pursuing the following objectives.
literate as well as the illiterate and this is one feature of TV that • To study the impact and receptivity of advertisements.
makes it unique and different from other mediums. (swati bisht) • To know perception of the respondents towards the adver-
tised products.
STATEMENT OF THE PROBLEM: • To find out whether advertisements plays any influences in
Having realized the importance of varying effects of TV adver- changing the brands of fmcg products.
tising, it influences not only on the purchasing pattern but also
on the total life style of the rural consumers. TV advertising has HYPOTHESIS:
enhanced their involvement in product selection and purchase; The following hypothesis was formulated in order to achieve
they prefer to buy TV advertised products and it is helpful in the objectives of the study.
buying the new products. This study is an attempt to find out
how advertisements have influenced the attitude and thinking • Ho: There is no association between the age of the respond-
of the ruralites as regard to the purchase behaviour. ents and watching the advertisements.
• Ho: There is no association between the educational level of
REVIEW OF LITERATURE: the respondents and watching the advertisements.
When consumer views an advertisement about the brand and • Ho: There is no association between family income of the
develops likeness for the brand and then eventually willing to respondents and watching of the advertisements.
purchase it (Goldsmith & Lafferty, 2002)
METHODOLOGY OF THE STUDY:
Kaur and Kaur (2002) explored fashion awareness among ru- Both primary data and secondary data have been collected for

IJSR - INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH 311

 Volume : 2 | Issue : 12 | December 2013 • ISSN No 2277 - 8179
Research Paper

the study. Primary data are collected from 60 respondents using el of the respondent and watching of advertisements. The
a well-structured questionnaire. The survey was done in Annur chi square test reveals that the Educational level of the respond-
village in Coimbatore district. The sample consumers were se- ent and watching of advertisements is not associated because,
lected using convenience sampling method. The secondary data the p - value is greater than the level of significance i.e. 0.172
were collected from books, journals and websites. >0.05.

RESULTS AND DISCUSSION: H0: There is no association between family in-

Demographics: come per month of the respondent and watching of advertise-
The study shows that 10 % of the respondents are in the age ments
group of 8-25, 20% are in the age group of 26-35, 23% are in
the age group of 36-45, 36.7% are in the age group of 46-55 and The chi square test reveals that the family income of the re-
10% are in the age group above 55 years. spondent and watching of advertisements is not associated be-
cause the p - value is greater than the level of significance i.e.
Regarding the literacy rate, 23.3 % of the people are literate. Ma- 0.229>0.05.
jority (73.3% ) are at school level. Though it is a village, among
the surveyed respondents, people engaged in private work are FACTOR ANALYSIS:
more constituting 33.3 % followed by 27% doing agriculture.
Majority of the respondents are married ( 80 % ) . Income is one Extraction Sums of Squared Rotation Sums of Squared
Loadings Loadings
criteria that determines the buying behaviour. Among the sur-
veyed group, 43.3% of the people have family income between

Cumulative %
2000 and 5000 per month. And 30 % earnings are between

Component

Cumulative

Cumulative
5000-10000. 13.3 % of the respondents earn between 10000

Variance

Variance
and 150000. A large majority (73.3%) of people live in joint

Total

Total

Total
% of

% of
families. similarly 76.7% of the people live in family group of 3-6

%
members. Based on the frequency of seeing the advertisement, 1 2.979 19.861 2.979 19.861 19.861 2.150 14.336 14.336
33.3 % of the people often watch advertiseements.36.7 % some- 2 2.157 34.241 2.157 14.380 34.241 2.055 13.699 28.035
times see advertisements, 6.7 % rarely see advertisements. 3 1.842 46.522 1.842 12.281 46.522 1.980 13.199 41.234
When asked about the influence of advertisements on the rural 4 1.768 58.306 1.768 11.784 58.306 1.795 11.965 53.199
consumers, only 10 % are influenced to a greater level and 40 5 1.327 67.154 1.327 8.848 67.154 1.777 11.846 65.044
% to a moderate level. And 33.3 % to a lesser level. Most of 6 1.268 75.608 1.268 8.454 75.608 1.585 10.564 75.608
the rural consumers (60 %) purchase the product only through
self-experiences followed by influence through neighbours and
friends (13.3 %), advertisements (23.3%) and other aspects like From the above table it is inferred that the six factors extracted
family members play a very meagre role. When asked about the together account for 75.60% of the total variance hence we
major source of providing information, majority (80%) of the have reduced the number of variables from 15 to 6 underlying
people say that TV media plays a good role in providing infor- factors. The above tables found that the variables; Advertised
mation followed by newspaper. products carry false claims and I don’t believe it. Have loadings
of 19.861% on factor 1. In Factor 2 found that I consider price
Table: 1 Influence of advertisements on the purchase of as the most important criteria while purchasing a product, have
FMCG: loadings 14.380%.

High level Moderate Low level

level As for in factor 3 that I trust the product and buy it if it is ad-
vertised by a celebrity, have loadings of 12.281%, factor 4 are
House hold 23.3 % (14) 16.7%(10) 60%(36) the products which I buy after it is being advertised are really
products
worthy and I believe advertised products are better than un ad-
Personal care 13.3%(8) 46.7%(28) 40%(24) vertised products., have loading 11.784%. Factor 5 is I always
products buy national branded products rather local branded products,
Food & beverages 6.75 (4) 50% (30) 43.3% (26) have loadings of 8.848%, of Finally, factor six is Since it is fmcg
I rely more on TV advertisements 8.454% concluded that from
Source: primary data (The number in parenthesis repre- the above factor analysis tables only six factors are exist.
sents the number of respondents)
SA A N DA SDA
The above table shows that a majority (60%) of respondents are I can get
all types of
not influenced by advertisements while purchasing household 1. information - 16(26.7) 14(23.3) 24(40) 6(10)
goods. Only few people say (23.3%) are influenced to a high through
level. Similarly in the case of personal care products, 46.7% of advertisements.
respondents are influenced to a moderate level while buying The products
personal care products. In the 3 rd category of fmcg (ie) food & which I buy
2 after it is being 14(23.3) 10 28 8
beverages, the buying decision of the 50% of the respondents advertised are
are influenced moderately by the advertisements. Hence we really worthy.
can conclude that, among the 3 categories of fmcg, the impact I trust the
of advertisement is more in the buying of house hold, followed product and
by personal care and food & beverages. On general observation, 3 buy if it is 12(20.10) - 26(43.3) 22(36.7)
advertised by a
a good majority of people feel that the influence of advertise- celebrity.
ments brings on the buying decision of fmcg as less only. Also Even if I don’t
this can be found out from the table that only meagre number of need a product
people has been highly induced by the advertisements. 4 advt inspires 22(36.7) 8 14(23.37) 16(26.7)
me to buy a
product.
H0: There is no association between Age of the respondent
and watching of advertisements I came to know
through adv.
the various
The chi square test reveals that the Age of the respondent price offers and 8
5 gifts/coupons 26(43.3) 4(6.7) 12(20) 10(16.7)
and watching of advertisements is associated because the p -
value is less than the level of significance i.e. 0.015 <0.05. extended in
purchasing a
product
H0: There is no association between educational lev-

312 IJSR - INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH

Research Paper Volume : 2 | Issue : 12 | December 2013 • ISSN No 2277 - 8179

I came to Regression
know about
6 various brands 6(10.0) 24(40) 8(13.3) 20(33.3) 2(3.3) Descriptive Statistics
available only Std.
through advt. Mean Deviation N
I believe
advertised Size of the family 2.0333 .48596 60
7 products
better than
are 4(6.7) 26(43.3) 18(30) 12(20) - House hold care 2.3667 .84305 60
non-advertised Personal care 2.2667 .68561 60
products products
I consider price Food and beverages 2.3667 .60971 60
as the most
8 important
criteria while 14(23.3) 14(23.3) 2(3.3) 24(40) 6(10) Model Summary
purchasing a Change Statistics

Std. Error of the

product.
I buy only

Adjusted R
national

F Change
R Square
Estimate
9 branded 14(23.3) 28(46.7) 2(3.3) 14(23.3) 2(3.3)

Change

Change
Square
Model
products rather

Sig. F
local products

df1

df2
R
I feel the
1 .476a .227 .185 .43858 .227 5.479 3 56 .002
10 quality of the 2(3.3)
advertised 14(23.3) 12(20) 22(36.7) 10(16.7) a. Predictors: (Constant), Food and beverages,
product is good. House hold care, Personal care products
Advertised
products carry The model summary table reports the strength of the relation-
11 false claims 2(3.3) 14(23.3) 14(23.3) 28(46.7) 2(3.3) ship between the model and the dependent variable. R, the mul-
and I don’t tiple correlation coefficients, is the linear correlation between
believe it.
An advertised the observed and model-predicted values of the dependent vari-
able. Its large value indicates a strong relationship between the
12 product
not carry
does 8(13.3) 16(26.7) 6(10) 12(20) 8(13.3) variables taken for the analysis.
credibility
Advertising RECOMMENDATIONS & CONCLUSION:
13 influences
impulse and on 16(26.70 16(26.7) 20(33.3) 8(13.3) It can be inferred that marketer’s efforts have gone well beyond
the spot buying just mere selling of the products and goods. The study had made
For buying sure that efforts taken by the marketers have created aware-
14 fmcg products,
I rely mostly on 8(13.3) 12(20) 12(20) 26(43.3) 2(3.3) ness about the product, made them understand the importance
advertisements. of the product and prepared them to buy branded products.
Products that .The rural consumers believe that modern marketing has really
helped them in knowing about the modern products, new fash-
15 are advertised
are reasonably 6(10) 24(40) 8(13.3) 20(33.3) 2(3.3) ion and changing life styles. Though advertisements are able to
priced. provide awareness and knowledge about the products, their
Source: primary data influence level on the purchasing behaviour is less only. Most
people stick on to the concept of buying the product based on
Most of the people (70%) prefer to buy only branded prod- past experience as they are little bit reluctant to try new prod-
ucts. Majority (50%) of the people came to know about vari- ucts. Marketers should understand that rural consumer’s value
ous brands only through advertisements. Even advertisements for money and they don’t believe in exaggeration and flirt in ad-
help them in providing information about various price offers, vertisement. Marketers need to understand that advertisement
gifts, coupon etc. They also feel that the advertised products are have been able to change the way how consumers look upon
reasonably priced. Majority (51%) of people feel that advertise- the products and brands thereby building an association which
ment influences them but not to the extent of buying the prod- goes to an extent of giving rural consumers an expression of get-
uct in case when it is not needed. Besides, they say (46.7%) that ting identified with the product.
advertisement does not promote impulse or on the spot buying.
A good number of people feel that not always the products can
be relied upon. It seems to It seems to be an exaggeration claims
and doesn’t carry credibility as felt by 40 % of people.

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