Abstract:
Purpose
The purpose of the research is to determine the impact of morning shows on brand awareness
among housewives. How morning shows have been helping housewives in different ways
including awareness of brands, latest trends, fashion, buying behavior, improvement in their
lifestyle etc. The research will conclude the point of view housewives regarding morning
shows and its impact on their buying behavior.
Methodology
The study involved use of questionnaire filled by 400 housewives belongs to different age
groups and backgrounds because each individual has its own point of view and they behave
according to their perception. The research could not neglect the minority as they are also a
part of target population and other reason was to get relevant results. To analyze the data
ANOVA and correlation tests through SPSS were applied.
Findings
The analysis and comparative results explains that housewives belong to different age groups
are getting benefits from morning shows and the percent of those housewives who are not
more towards morning shows are also identified. It is also concluded in the research that
whether the morning shows are portraying true picture of our culture or not and it should be
shown or eliminated.
Implications
The outcomes of the research might help TV anchors and the channels that are telecasting
morning shows in understanding what audience actually wants from them, what are their
weak and strong points , where are they lacking and where they need improvements so that
they can stay in the market for long run.
