A Detailed Study on Television Commercials’ on Consumer Durable Goods Purchase Decisions

24 Sep
Posted on Author Neha Rai

A Detailed Study on Television Commercials’ on Consumer Durable Goods Purchase Decisions

Authors- Assistant Professor Ankush Rawal, Assistant Professor Kapil Dev Dhiman

Abstract- This research paper examines the influence of television advertisements on consumer purchase decisions for durable goods. By analyzing existing literature and conducting empirical research, this study aims to understand how various advertising techniques, such as celebrity endorsements, emotional appeals, and product demonstrations, impact consumer perception, brand awareness, and ultimately, purchase intent. The findings of this research will provide valuable insights for marketers and advertisers in the consumer durable goods industry, enabling them to develop more effective advertising strategies.

DOI: /10.61463/ijset.vol.11.issue5.571