Impact of Television Advertisements on Buying Patterns of Consumer Durables in Chennai -A Retailers' Perspective

Television is still perceived to be the most influential and persuasive media for advertisement. Though it faces lot of challenges from internet and social networking sites still it prevails to be the king' of all the advertising media. The study presents the impact of television advertisements on buying patterns of consumer durables and also measures the impact on the demographic variables taken for the study..Many studies have been done on consumers and their behavior is analyzed from consumer point of view. This study focuses on the impact of television advertisements on buying patterns of consumer durables with a retailer's perspective. The consumer durables taken for the study are washing machine, refrigerator, air conditioner, television, mixer, music system vacuum cleaner and water purifier. The study was conducted using a questionnaire and the data collected was analyzed with statistical tools like Duncan's multiple range tests and descriptive test. The study was conducted with a sample size of 75 retailers from Chennai. The sample method used to conduct the study was convenience sampling The study indicates that television advertisements have a strong effect on purchase of new brands. Keywords; Television Advertisement, impact, buying patterns, consumer durables and retailers.