Impact of Television Commercials on Purchasing Habits of Students in Ernakulam

Abstract

This study examines how television advertisements affect students’ shopping decisions in Ernakulam, Kerala. The study analyzes data from surveys of
70 respondents, ages 18 to 25, to determine the degree to which broadcast advertising influences consumer choices, especially among young people. The study uses a descriptive research approach, ABCD analysis and a model developed to identify important elements that affect TV commercial efficacy, including emotional appeal, frequency of advertising, celebrity endorsements, and product relevancy. The results indicate that students’ shopping decisions are greatly influenced by television advertising, with a particular preference for electronics, consumer goods, and food and drink. Notwithstanding the advantages, there are drawbacks, such as response bias and changing digital media consumption trends. The study emphasizes how crucial emotionally compelling, relatable, and well-placed ads are in influencing customer attitudes. The study’s conclusions are intended to help companies improve their television advertising tactics so they can connect with the student market more successfully.