A STUDY ON FACTORS INFLUENCE ON CONSUMER PURCHASE BEHAVIOURS TOWARDS SELECTED TELEVISION BRANDS

Authors

  • P. Rushi Research Scholar, Department of Business Management, Osmania University
  • Prof. K. Mallikarjuna Reddy Department of Business Management, Osmania University

Keywords:

Media exposure, brand preference, and brand awareness, branded consumer goods, consumer behaviour

Abstract

The present study work evaluated the effects of several factors on customer purchasing behaviours in the context of selected branded television in the twin cities of Telanagna. The researcher considered significant factors such as media exposure, brand preference, and brand awareness to influence purchase behaviour. 724 primary data were collected using a standardized questionnaire in twin cities of Telanagna state to meet the study's primary objectives. Data were analyzed using ANOVAs, and correlations, using the SPSS 23.0 version to arrive at the conclusions and recommendations. According to the study's results, Hypotheses results revealed that media exposure (H01), Brand preference (H02), brand awareness (H03) had a statistically significant impact on the consumer purchase behaviour towards branded television..

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Published

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Issue

Vol. 9 No. 6 (2022): EPRA International Journal of Economics, Business and Management Studies (EBMS)

Section

Articles