Sex

In the research study of Sonkusare (2016) about the impact of television

advertising on buying behavior of women consumers, it reveals that  television

advertising has a significant impact on women customers' purchasing

decisions. Consumers gather information prior to making any purchases in

order to make informed decisions. There are numerous elements influenced on

buying behavior of women consumers in that it has been shown that social and

personal aspects have more influenced. The majority of women shoppers in the

market are affected by city of television marketing. Additionally, it has been

found that the majority of female consumers are drawn to marketing strategies

through advertising, and Chandrapur city residents spend more than 2000

rupees per month on FMCG purchases. In Chandrapur, women's consumer

buying behavior is significantly influenced by television advertising in this way.

Moreover, the study of Hassan (2016) about the effects of TV

Advertisement on consumer buying behaviour: a comparative study of rural-

urban and male-female consumers shows that the purchasing habits of women

are more compared to their male counterparts. Women are more biased by TV

commercials. Additionally, the study showed that both gender groups and

when they view the advertisement for the product that they are already using

or owning, both residents have positive thoughts.

However, Cherubino et. Al (2016) study about gender and age-related

effects while watching Television advertisements describe how men and women
perceive advertisements differently is supported by both behavioral data and

literary sources. For instance, the most popular advertisement for women was

pleasant and energetic, whereas for males it was disagreeable and active,

according to a rating of men's, women's, girls', and boys' magazines.

Furthermore, results are not clear-cut and require further research when

taking a very particular example, like the impact of gender on food advertising.

Studies have shown an increase in both men's and women's food intake,

however other researchers have not observed a difference between men and

women's food intake while viewing food advertisements.

Majeed et. Al (2017) in their study about the influence of emotional

advertisements on women’s consumption behavior depicts that the antecedents

to women's consumption behavior are portrayed in this study to examine the

hypotheses that have been put forth and to highlight some fresh information in

the area of emotional reactions. It is clear that certain appeal drivers, celebrity

endorsements, and the type of emotional responses sparked by the commercial

may have an impact on women's purchasing habits. It has been discovered

that engaging and attention-grabbing ads can keep women's attention, which

also modulates the direct impact of ACE constructs on their consumption

behavior.

Despite the fact that all three ACE variables—appeal drivers, celebrity

endorsements, and emotions—have an impact on how women behave when it

comes to consumption, the strength of the conclusion suggests that Chinese

endorsement of showbiz stars. Women's demographic profiles provide some

fascinating information. Chinese women's age cohorts were found to have the

most substantial and pervasive influence on their consumption and choice of

ACEs, followed by their employment position. With their age cohorts becoming

older and the possibility of either favorable or unfavorable working conditions,

Chinese women's tastes may be changing.

Age

Kids' consumer behavior is directly impacted by television advertising.

There is a lot of television advertising in the world of   youngsters.  Children

begin to realize the true purpose of advertising at the age of eight, and by the

time they are in the 10 years plan age group, they have a detailed

comprehension of it. Rural parents have demonstrated a strong perception in

this study that television advertisements are the primary source of knowledge

about products and Brands, and they view them as valuable sources of

information for their children. It is strong to influence children's purchasing

choices. In all of the dimensions covered, parents' perceptions of how

advertising increases children's brand awareness, brand attitudes, and product

knowledge are discussed.

According to the age distribution of Filipino viewers of online video in

2020, the majority of OTT media platform users in the country were between
the ages of 18 and 44. On the other hand, elderly viewers between the ages of

45 and 64 were less likely to watch television.

Meanwhile, the study of Adiko and Adjei (2016) about the influence of

television advertisement on the adult purchasing behavior found out that the

majority of the respondents watch television, and they particularly like

watching television commercials. Once more, it was discovered that the

majority of respondents frequently watched television advertisements and

made decisions about what to buy based on those. The results demonstrated

that brand loyalty is influenced by the frequency of advertising. It was found

that exposure to a product's advertisement affected the consumer's decision on

which product to buy. The findings demonstrated the significance of television

advertising in product promotion, and as a result businesses who desire excel

should advertise widely. In addition, adult respondents believe that television

advertisements influence consumers in terms of other advertisement contents.

It's interesting to note that information provided by advertisers and previous

purchasing experiences both influenced consumer behavior. The study found

that the selection of products are influenced by the frequency of advertising,

and the respondent's product selection was influenced by their exposure to the

product's advertising. The researcher consequently concluded that the

marketing of a product through television advertising is crucial.

The study of Perera (2019) with regards to impact of television

advertising on consumer purchasing behavior: with special reference to

demographic features had little bearing on the association between television

advertising and consumer purchasing behavior. There is no discernible

difference between the mean television viewing hours of men and women when

looking at gender-specific averages. Food is not purchased as a result of

television commercials. Finally, it can be said that television advertising has no

effect on consumer decisions to buy.

Location

Som and Nagaraj (2016) in their study about impact of tv commercials

on urban and rural children of Silchar discuss that most urban children

between the ages of 2-4 are unable to  kids watch and learn about how

advertisements work from the ground up.50% of them don't know how to tell

the ads apart and 50% of them believe them  and television shows. Children in

the 5-7 age ranges also depend on the information spread by the

advertisements and a minimum quantity of respondents believe that

advertisements exaggerate the truth in order to sell a product. And many

respondents in the age range of 8 to 11 believe that advertisements are not

trustworthy. Older kids have more consumer experience. Every commercial is a

dramatic, emotionally charged, quick informational jolt that is targeted at a

certain audience. However, in the research study of Hassan (2016), it was

buy it.

Many of the respondents express feelings of possessiveness, Som and

Nagaraj (2016). Most of them get psychologically unstable when they purchase

a product that has been marketed. When they are content with the purchase

and want to retain their status by purchasing the product to keep up the

competition, some of the kids start to like using the merchandise. Only a few of

the respondents try to maintain their status, which is lower in the rural areas,

and some of them buy the product to maintain the competition, which is

similar to the urban area, and this feeling of possessiveness is higher in the

rural areas. After purchasing the advertised product, the majority of the

respondents feel mentally satisfied. According to the findings of this study,

both urban and rural regions of Silchar advertising plays a crucial impact in

determining the  child's purchase decision. After seeing the advertisement, a

larger percentage of kids desire to buy the product. But urban children buy

marketed things more than the rural children. The majority of children ages 2-

4 are unable to comprehend the underlying meaning of advertisements, and

the majority of responders ages 8 to 11 express skepticism about their veracity.

Compared to the study of Singla and Khanna (2016) about attitude

towards television advertising: a measure for urban-rural where the results

from both samples revealed some commonalities. The previously discussed

dimension i.c., a few other dimensions, such as product information and social
role, were revealed by the results. Things were already taken into account by

prior researchers, including credibility, behavioral aim, and enjoyments. The

findings of both samples revealed five dimensions, with only the weighting of

each dimension varying. Rural children firmly believe that television advertising

has an impact on their purchasing decisions, as evidenced by the fact that

urban subjects have the strongest beliefs regarding product information and

persuasion while rural subjects have the opposite beliefs regarding persuasion

and enjoyment. It could be because youngsters in India now have easy access

to both domestic and foreign TV channels, which exposes them to an excessive

amount of new goods with alluring charms.

They rely on advertising to educate them of their options and are

receptive to it. Children from both homes showed less hostility against

television advertising. The findings demonstrated that rural children view

advertising differently than urban children, viewing it as more deceptive than

educational. It has been shown in previous studies that there is a significant

association between children's attitudes about TV advertising and parent

conformism, which suggests that this may be because it is impacted by their

educational background and the social class of their parents. Conformity is a

personality attribute of parents that can be quite essential since it affects how

children feel and act around ads, according to Wiman (1983). Overall, the

attitudes of the kids from both domociles are good towards television

advertisements and agreed that it has strong impact on their purchase

intentions.
References

Sonkusare, G. (2016). Impact of television advertising on buying behavior of

women consumers’ [With special reference to FMCG Products] Chandrapur

city.

https://www.academia.edu/download/43454523/consumer_b.pdf

Hassa, A. (2016). Effects of TV Advertisement on Consumer Buying Behaviour: A

Comparative Study of Rural-Urban and Male-Female Consumers.

https://www.proquest.com/openview/

bac2f6e216420aaf8e401f7de94e9d51/1?pq-

origsite=gscholar&cbl=2031961

Cherubino, P. et.al (2016). Gender And Age-Related Effects While Watching

Television Advertisements.

https://www.hindawi.com/journals/cin/2016/3795325/

Akorfa, E. & Adjei, D. (2016). The influence of Television Advertisement on the

Youth Purchasing Behavior.

THE_INFLUENCE_OF_TELEVISION_ADVERTISEMENT_ON_THE_YOUTH

_PURCHASING_BEHAVIOUR_Danie_Adjei_and_Akorfa_-.pdf

Som, S. & Nagaraj. K. (2016). Impact Of Tv Commercials On Urban And Rural

Children Of Silchar.

https://www.cusat.ac.in/sciencecommunicator/

Jan_Jun_2016.pdf#page=57

Perera, A. (2019). Impact of Television Advertising on Consumer Purchasing

Behavior: With Special Reference to Gampaha Divisional Secretariat

Division.

http://repository.kln.ac.lk/handle/123456789/22433

Majeed, S. et. Al (2017). The Influence Of Emotional Advertisements On Women’s

Consumption Behavior.

https://fbr.springeropen.com/articles/10.1186/s11782-017-0016-4

Singla, B. & Khanna, P. (2017). Attitude Towards Television Advertising: A Measure

For Urban-Rural Areas.

http://smspup.ac.in/ajaturjkerkejk16778j/67202091357IMSJ

%2017%20(2013)%20(Number%201)%2031-56.pdf
Abstract

This study assessed the effectiveness of television advertisement

on the behavior of nasugbu consumer. It focuses on the essential of using

television advertisement by advertising managers to understand various media

advertisements and its impact on consumer behavior.

The participants in the study were fifty (50) consumers using Cochran

methods of computing the sample size. Purposive sampling was utilize while

following these criteria: (1) Must be a resident of Nasugbu, Batangas. The

researcher conducted survey which was specially accustomed for the use of

gathering significant data regarding respondents’ profile specifically the age,

sex ad location, the factors affecting consumer preference which are

psychological, personal and social factors and the challenges experience by

respondents as its assistance in achieving this research’s purpose.

The study yielded the following findings: it shows that that most of the

respondents are between the ages of 20 to 30, and majority of them are located

not in población area. Among the three factors affecting the consumers

preferences upon watching television advertisements, psychological factors had

watch Television advertisements. Thus, with the Linear Equation model

crafted, itcan be a guide to deal with the effectiveness of using Television as

part of advertising a product.