1. (Wakefield M, 2002) The major aim of the study is to determinethe characteristics of anti-smoking ads that are effective in influencing teenagesmoking. Media’s influences include anti-smoking advertising on television,radio, billboards and print media. This study was roundly criticized for havingpoor methods and ignoring many of the other elements of advertising. Thisincluded ads that discussed the negative impact of smoking on family members.
Advertising vary not only in relation to their main message, but also in themany executional elements of the ad–the visual stimuli, the actors, the kind ofaffect it arouses in the viewer, the lighting, voice over, music, imagery,tone, and innumerable other factors.2. (Dr.Rajendra, 2004)This studyinvestigated how TV advertising will impact on the buying behaviour of theyoung generation. Survey method was used in collection of data and it wasfocused on young audience. It was understood that they like TV ads and oftenwished to buy the products which are seen on TV ads. They also felt good whenthey watched ads of the product that they already had and it was also noticed TVads helped them to find the best product.
Frequency of their purchase wasinfluenced by TV ads. It was also found that youngsters had positive attitudetowards TV commercials. This study suggested TV ads had enhanced youngster’sinvolvement in product selection and purchase.3.
(Dromgoole, 2006) TheStudy focus on three main research point such as how television advertisementshave significant impact on youth including product choices and overallperceptions of gender roles. The author also studies the tendency forpreadolescent and adolescent females to compare their bodies to womenrepresented in the media increases with age and the increased exposure totelevision, magazines and movies has put youth at a higher risk of adoptingunhealthy lifestyle habits. Youth often get carried away in the product choicewhen they see a celebrity endorsing a particular product. This also led tounhealthy lifestyle which is one of the most serious things to be taken careof.
4. (Gabriel, 2006) In this article the author focuseson the effects of television advertising on youth. There are more number ofviews for the television because it serves the combination of colour, sound andaction. It is considered the most persuasive medium of communication. Now theyouth being educated, they are well aware of the false allegations done by theadvertisers. The influence of advertising depends on the various factors likefor how long do the watch, the age, personality, the exposure and theirconversations about these television advertisements with their parents.Advertises benefits both the advertisers as well as the consumers. It givesinformation about the existing as well as new products in the market to theconsumers.
It helps the advertisers target the right audience throughadvertising.5. (Sandhir, 2007)This study finds that nowadays consumer is noteasily swayed by a celebrity in an ad but he needs full fledgeinformation about the product also, followed by brand name, overallappeal, and music/ jingle. Advertisements being endorsed by celebritiesare found to be less attractive and that the use of celebrities maynot change the buying behaviour of consumers significantly.6.
(SIDEK, 2008) This researchconducted in Malaysia focuses on the factors that influence consumers’ brandloyalty towards a particular brand. Seven variables were taken intoconsideration for data analysis i.e. Brand name, Product quality, Price, Style,Promotion, Service quality and Store environment. The research results showedthat consumers favoured brand image when they perceive positive benefits orfunction from the product. Product quality was shown to have positiverelationship with brand loyalty. Price was an important consideration for theaverage consumer. However, consumers with high brand loyalty were less-pricesensitive.
The result suggested that as long as the respondents were satisfiedwith a particular brand, they would repurchase the product with the same brandname even if it was highly priced. From the seven variables identified, stylewas not considered an important factor for Malaysians to be loyal to particularsportswear brand. Promotion was considered as one of the most important factorsin determining a consumers’ brand loyalty. From the study conducted, it wasseen that female respondents actually spent more time reading product labelsbefore buying products. Service quality was an important factor in influencing and encouragingconsumers to patronise a store. The results indicated that thesalesperson-consumer relationship will generally result in long-termorientation of consumers toward a store. At the same time, trust in thesalesperson appeared to relate to the overall perception of the store’s servicequality which resulted in the consumer’s total satisfaction with the store.
Store environment was positively related to brand loyalty. The Storeenvironment is considered one of the factors that can influence consumer brandloyalty. From this study, it is observed that consumers paid much attention tostore attributes such as merchandise display, variety of selection, parkingspace, easily accessible by car and the reputation of the store in purchasingproducts.7.
(Fernandez, 2009) The study focuses on theimpact of branding on the Gen Y choice of clothing. Thefindings suggest that Gen Y are brand conscious as the right choice of clothinghelps them create an image and identity for themselves. Advertising is an importantvariable in conferring brand values and establishing an image for the brand.
The researcher recommends that to retain Gen Y’s loyalty, brand managers needto build an emotional attachment to make the brand special and bring lastingcompetitive advantage. Advertising should also be used to not only createawareness but influence brand image and preference.8. (Hyllegard, 2009) The purposeof this paper is to examine Gen Y consumers responses to American Apparel’s useof two advertising message strategies- fair labour and sex appeal, using thetheory of reasoned action to predict intent to patronize American Apparel andcomparing the utility of the classic reasoned action model with an extendedmodel that included variables external to the theory.
Participants attitudes towardAmerican Apparel were more positive when they were exposed to the fair labourmessage only, than when they were exposed to the fair labour message inconjunction with one of the three sex appeal messages. 9. (Prabhudesai, 2009) Despite the differentpersuasive techniques used by marketers in television advertising teenagers are now moreknowledgeable. They are truly the internet generation, and get their newsand information primarily from television. The television medium is themost attractive and important place to advertise anymore. To cope with the stiff competition in today’s marketing world, it isnecessary to explore new ways to market the products, ideas to customersthrough online media and wireless devices, without knowing that they are beingexposed to sophisticated marketing campaigns. Marketing strategies directed atspecific individuals.10.
(Mohammed ALAMGIR, 2010) Thisstudy was conducted by taking a sample of hundred respondents of different agegroups, income and occupation about branded cars. The objective of the studywas to gain knowledge about consumer decision making process, especially withhigh involvement products, to know about different issues related to brand andbrand selection process and to identify the impact of brand name on purchasedecision. The study shows that branded cars are very famous among the peoplebecause consumers trust the brand name which indicates that people oftenpurchase well-known brand cars since they are aware of the brand performance.This makes customer’s become loyal with the specific brand. Furthermore, peopleare much attached to the branded products, as majority of the people purchasethe branded products with the belief that brands show their status and lifestyle in the society. It also presented that automobile brands companies becomesuccessful by getting close to the customers and designing their cars accordingto the customer’s needs.11. (Royo-Vela, 2011) Thisarticle shows thatbelonging to a virtual community may enhance consumer satisfaction, affectivecommitment and word?of?mouthadvertising towards the brand around which the community is developed.
Inaddition, the paper introduces a third dimension to the construct of belonging,called non?participativebelonging. Active participative belonging influences the level of satisfactionand affective commitment more positively than passive and non?participativebelonging 12. (Sood, 2012) The main objective of this study is to compare the trust level of traditionaladvertising and online advertising, to find the effectiveness of internetadvertising and to find the reliability of internet advertising. Practically ithas been proved through the research that online advertising isneither effective nor reliable as compared to the traditional medium whichis Television commercials and print media i.e. newspapers and magazines.Also, consumers trust the traditional medium more than that of online andthere is a vast difference in their trust levels.
Of course, it couldbe because of the Indian culture which is different from thewestern countries that are more into e commerce and prefer to buy thingsonline and they trust the internet more as compared to the other forms.Therefore, Internet advertising is more successful in those countriesapart from India, as we prefer to tangibles the things that we buy.13. (Goldsmith, 2012) Advertisingis to create understanding, liking, and selection of product or services.The most influencing theory in marketing and advertising research isattitude-towards-the-ad. However, the attitude that is formed towards thead help in influencing consumer’s attitudes and perception toward thebrand until their purchase intent.14. (Clemente, 2012) Inthis article the author has tried to analyse the impact on youth because of theexposure to violence and sex in media and the major focus is on internet.
Withthe accessibility of the children to the different media like video andcomputer games, Internet websites, television has increased the opportunitiesfor children and youth to be exposed to violence. It is difficult to stop thechildren from using the media where there are chances of them getting exposedto violence while accessing the varied media. The author says that internet isresponsible for the exposure of deviant content like violence and sex.
Parentsneed to be keen on what their children are getting exposed to or deliberatelyviewing content which is not intended for them.15. (Lamba, 2012) Theresearch article objective was to study the impact of branding, age and genderas the factors affecting branded apparel purchase. Normally the studies showthat only young customers prefer branded products but in today’s scenario, butthis paper finds that there is no any difference between the age and genderregarding influence of purchase decision of branded products. Men and womenboth are recommend the branded products for various reasons specially in thesecategories like cosmetics, apparels, consumable goods, etc. It further findsthat the age factor is also not influence the purchase of branded products.
Butthe frequency of young customers related to purchase of branded products ismore compare to another aged group. The brand name is the most important factortowards consumer buying decision therefore the author suggested companies haveto more focus on their brand name.16. (Bisht, 2013) This study revealed that there is a positive relationship between TVadvertisement and purchase decision of youth, since they are more informationalconscious so they give emotional response to the advertisement rather thanenvironmental response. There is a positive relation between TV Advertising andyouth purchase and that there is positive relationship of emotional responsewith consumer buying and TV Advertisements. Therefore, it is concluded thatconsumers purchase products by emotional response, rather that environmentalresponse. TV advertising impact on buying behaviour of teenagers related todifferent residential backgrounds.17.
(Pirzada, 2014) Electronic media, social media and purchasing pattern have a positiverelationship. Lifestyle and purchasing pattern of Pakistani customer isinfluenced to the large extent by TV advertisement, electronic and socialmedia, this is due to their intense trust on media. The use of TV and socialmedia like facebook is increasing for the entertainment purpose so speciallyyouth are influenced by it. The impact of television advertisement and onlineadvertisement on consumers revealed that both media have a positive impact onthe mind of customers in making their preferences, perception, attitude andmodifying behaviour of customers.
TV advertisement was found ahead of onlineadvertisement due to more physical approach of TV in comparison to E-servicesfor the product. 18. (Pabalkar, 2014) In this article “The Effects of Advertising on Youth”the author main objectives is to study how advertisements has impacted on theyouth today and also to identify the type of advertisements that are appealingto them.
According to his study even though advertising plays a big role in thepurchasing decision of any brand or product positively or negatively, youthtend to disagree that the influence of commercials is negligible when theydecide to purchase a product. 19. (Joshi, 2014) The main objective of the author in this article is to study the factor which influence the buying behaviour for brandedapparels and to identify the impact of different advertisement tool on the buyingbehaviour of youth and also to find out the pattern of expenditure of youth forbranded outfits.
The major findings of this study is that a major number of theyouth prefer branded products rather than unbranded ones keeping factors likequality and price in mind. Many people use branded apparels due to personalsatisfaction as Branded apparels raises the confidence level of a person fromconfidence he derives Personal satisfaction and advertising of these brands aremainly done by word of mouth which is one of the most effective way to promotein this era. 20.
(Baba, 2014) Thisthesis presents a case study of MTN (Telecom industry) users in Ghana where 50vendors were taken as samples. The findings of the study says that consumers are attracted to the packaging, labeling (name) of a brandbecause it enhances its image and creates a visual appeal for it. They areinfluenced by the quality of a product or service before making a brandselection. The reputation of the brand was also very vital in deciding aspecific decision. Mostly the people felt that it was important to beassociated with a famous brand. Lastly family, friends and reference groups doplay a major role in also affecting the purchased decision making of consumers.The paper suggested that marketers should also strive to improve the servicesrendered so as to maintain the existing ones and even draw more consumers. 21.
(Petrauskaite, 2014) Theresearch focuses on two European countries to analyse consumer purchasebehaviour which is influenced by shoe brand image. The two countries areLithuania and Denmark since both of them are in similar geographical andclimate region, however, with expected different consumer attitude and buying habits.The findings were classified into four categories i.e. Brand Awareness,Perceived Quality, Brand Loyalty and Brand Association.
Lithuanians tend to beaffected by traditional advertisements and Danish people by celebrityadvertising. The findings reveal that customers tend to judge footwear qualityaccording to country of origin and if the brand is well-known. The brand equitycan be strengthened by repeated purchases.
One important factor which unitedboth Danes and Lithuanians is the social environment which influences thepossible repeated purchase action. The brand association and past experience isclosely related to create positive or negative brand image in consumers ‘memories.The author suggested that understanding how brand image components (brandawareness, perceived quality, brand loyalty, brand associations) connectedtogether marketers are able to create strategies affecting consumer’s purchasebehaviour more efficiently.22. (Aftab, 2015) This article “A Study of Ethical Issues in Advertising in India, Its impact on Youth :The Need of A Regulatory Framework” focus on the frequency, purpose andexposure in regards to the media habits of the respondents. Theauthor also specify on the attitude and perception of youth towardscommoditization of women, misleading, deceptive advertising, targeting kids inads, surrogate advertising, racial, cultural religious and materialism inadvertising and study on whether ads promote undesirable, unethical values inyouth in subliminal way and the influence of advertisements being targeted tothem. 23. (Durrani, 2015)This research study analysed the impact of brand image on teenagersbrand choice, source of information, factors affecting buying choice and levelof satisfaction.
In the light of the analysis and interpretations the studysuggested that the companies targeting teenagers should focus more on teenageradvertisements because it was found that most of the teens were influenced byadvertisements which in turn influenced the brand image and loyalty.24. (Zhang, 2015) This article is focused only on review ofliterature on impact of branding. Theauthor has suggested that in the last decade, emotional branding has become a veryinfluential manner of brand management.
In the unprecedentedly competitivemarketplace, brand emotion is the bond between the brand and the customer, andthe key to expanding the market.25. (JAYASWAL, 2015) The purpose of this study is to determine, examine and investigate theimpact of determinants on purchase intention of youngsters for FMCG products.The main objective of the study is to investigate the impact of cognitiveresponses of youngsters for FMCG products, to investigate the impact ofAttitude towards television Advertisement with created animated spokes and toinvestigate the impact of Attitude towards Brand of television advertisement.While findings reported in the study might provide additional insights into thephenomenon of created animated spokes, the generalized findings appear to belimited to FMCG category which was again limited to only food and beveragescategory and among that only top five product categories i.e Biscuits, MilkBeverage, Soft Drink Aerated, Chocolates, Soft Drinks Non – Aerated wereconsidered. Although this study has some limitations, by understanding theeffects of created animated spokes – character endorsements, it provides aninitial step towards understanding consumer responses to created animated.26.
(AHUJA, 2015)The paper examines the effect of brands onconsumer behaviour in relation to fashion goods and accessories with a samplesize of 100 people. The findings show that people belonging to the age group of11-25 are the most brand conscious group and prefer following their desiredbrands on social networking sites. People belonging to 26-40 are also brandconscious & the degree of loyalty towards brands is high among this group. The degree brand of consciousness goeson decreasing in higher age groups. It also shows that work status greatlyinfluences the choice, preference and habit of a person. Students and theworking class are more brand conscious as compared to other groups.
Study indicates that only32% is the loyal customers and 68% may change their brand or look out foroffers before making the purchasing the purchasing decision if all thequalities are available with the new products. Approximately 80% people believethat Brands in fashion industry have become a status symbol. The overallresearch concludes that brands have an effect on the consumer mind in many wayslike quality, rates, income, age group’s etc.
Even in the fashion industriesbrand have a significant effect on consumer behaviour.27. (Riaz, 2015) Thebasic purpose of this study points on the impact of brand image on consumerbuying behaviour in clothing sector. It is actually a comparative study betweentwo cities which are Lahore and Multan. The results of analysis show that thereis difference between the perceptions of both cities customers about brandedclothes. Result shows that males are more brand conscious rather than females.Hence Consumer Perception has more influence on Consumer Buying Behaviourinstead of Brand Image and Consumer Awareness.28.
(Samantaray, 2015) Thepresent study mainly confines to analyse the key dimensions of brand equityinfluencing consumer buying behaviour like: brand image, brand awareness, brandassociation, perceived quality and brand loyalty in the consumer durableproduct market in major cities of Odisha. The outcome from this study adds tocomprehension of consumer behaviour and brand equity and its consequences forconsumer durable products. The brand awareness of buyers of durable goods isabsolutely and modestly connected with brand image, while the brand awarenessis also positive but weakly associated with perceived quality, brandassociation and brand loyalty. The brand image of the shoppers on durable goodsis absolutely and firmly connected with the apparent quality, while, the brandimage is likewise emphatically and tolerably corresponded with brandassociation. The apparent nature of the purchasers on sturdy products isabsolutely and decently related with both brand affiliation and brandfaithfulness. The brand awareness, brand image and brand loyalty have positiveeffect on general brand value of solid items and the brand awareness, brandimage and perceived quality have positive effect on purchaser’s purchasingbehaviour of durable products. 29. (Khare, 2016) Themain aim of the study is to examine the impact of electronic media on the youthpurchase decision making with respect to the gender wise opinion for electronicmedia and to study perceived credibility of electronic media.
The use of fairnesscream is made by males and females according to their need and differentoccasions. The source of information for the fairness cream is received by thecustomer by TV, Radio and Internet. The information from the electronic mediaregarding the use of fairness cream influences the purchase of fairness creamof different brands.30. (Weerasiri, 2016) TelevisionAdvertisement is a factor that every marketer should concern as it may urge theyouth buying behaviour. Therefore marketers should pay their attention andfocus on this area in order to generate the sales and drive their businesstoward the success.
Television advertisement practices are needed to beintegrated and well-coordinated with the other marketing activities in which itcan deliver a distinctive message to the consumer and ultimately get them tomake a purchase. Youthsegment think that using celebrity is a good way to remember the product name,to create positive attitude but still do not rely on every ads.