IMPACT OF ELECTRONIC MEDIA ADVERTISEMENTS (TV, INTERNET) ON CONSUMER BUYING DECISION FOR APPAREL BRANDS

Abstract

Purpose- The aim of this research is to prove that consumer‟s buying decision is affected by advertisements on electronic media, depending on the different platform i.e. TV and Internet Particularly Social media consumers find it helpful to make a purchase decisions for the products. As we all know that it is the era of technology which has enables the customers to access to the information with ease, advertisers are carried out that advertisement on electronic media increases customer‟s interest, and help in better inclination towards a brand and retain recognition. Methodology/sample- The exploratory type of research is selected, as this study will reveal the effects of electronic media advertisements on consumers buying decision and deductive approach is used as the hypothesis is developed on the base of existing literature. The study involved use of questionnaires filled and this data was analyzed through SPSS Software applying One Sample T-Test. Findings- During this research it was found that advertisements play an important for an organizations product, as findings of this research show that consumer‟s purchase decision is affected by brand image build by advertiser and most preferred source of medium is television and social media. It was also determined that different offerings and promotions are more easily communicated to potential customers through the use of electronic media. Social media is widely used by consumers along with their attributes and their preferences Practical Implications- There are certain limitations to research, as this research was targeted towards the population of Karachi only and towards people who are more towards branded fashion apparel. Moreover this research gives answers to a general question that whether the purchase decisions are affected by advertisements on electronic media or not. It does not look into the reasons behind the affects of advertisements.