Author: Mustaasan Naeem
Supervisor: Prof. Dr. Najma Najam
Degree: M.Sc
Year: 2005-2007
University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan
Abstract
The current research was conducted to investigate the effect of television advertisements on consumer behavior of young (in twenty) adults in brand selection in Pakistan. It was hypothesized that television advertisements would affect consumer behavior in brand selection. Qualitative research methodology was utilized to gather data. Focus group was conducted to explore the effect of advertisement. The participants were students (N=16, 8 males, 8 females) studying for master’s degree at University of the Punjab Lahore, selected through convenience sampling. A self made short questionnaire was given to the participants to obtain responses of participants after viewing advertisements. Chi-square was calculated to analyze data. Chi-square showed that there is a significant effect of advertisement on consumer behavior in brand selection. Further, significant difference was seen in Gender, socioeconomic status and participants from different Departments.
Keywords: Television Advertisement, Consumer Behavior, Brand
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Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email: chairperson@appsy.pu.edu.pk, Phone: 92-42-9231245
