THE IMPACT OF TELEVISION ADVERTISEMENT ON ICE CREAM CONSUMPTION AMONG YOUTH (IN KARACHI)

Abstract

Purpose- This research is conducted with a view to study the impact of TV advertising on the consumption of the young generation who are currently power studies in Pakistan. The study is meant to understand the liking of today's youth for Television advertisements. And their emotional and motivational response towards the buying and liking of the product particularly ice cream. Methodology-The data is collected in this research is obtained through primary and secondary data. Primary data is collected from the questionnaire and secondary data is collected from the research paper from digital library. The research type is cause and effect or casual study. The research type is cause and effect and other name is causal study. Because dependent and independent variable are well-known.and the data that have to collect is to determine the impact of dependent and independent variables. The technique that is being used in the research is the non probability, convenience sampling technique is used and simple size is an approximately 350-400 questionnaire is too filled to collect the data and reached to conclusion. Self administrated approach is mainly used to collect the data. The research is quantitative research . Findings- Through analysis of the findings it was concluded that there is great impact of the television advertisement on the youth and youth gets inspired by the advertisement and consume ice cream Practical Implications- The findings of this research might assist the players in the ice cream industry to help them understand how to tackle down which factors are actually evolving and developing the industry and how they can modify them to their own purpose and benefits. It might also help the television channels during media planning (keeping the slot for ads on channels ).the channels would come to know when the youth is watching their particular channel in what time ,and when they target audience is watching the television . The channels can link the ads according to the slot.. Lastly, this study would also benefit the readers with ample knowledge of the development of the industry.