Impact of TV Advertisement On Consumer Buying Behaviour A Case Study Of Libyan Consumer Buying Behavior

Year 2019, Volume: 7 Issue: 2, 15 - 32, 05.08.2019

Najma M. Shebli Lamin A. Elarbah

Abstract

Abstract

This study
aims to understand the impact of  TV
advertising and consumer buying behaviour with reference to fast moving consumer goods (FMCGs). The data was compiled using the 5-Likert scale with
cross-sectional data. As a sample, 150 surveys were distributed in
Tripoli-Libya and analyzed in the SPSS 23.0 program.

On this purpose of the study, primarily
literature review was conducted. To determine the impact of TV Advertisement
on  consumers buying behaviour and
relationship between consumers buying behaviour, consumer perception.

Data were analyzed by using different statistical
techniques such as descriptive statistic, Correlation analysis, and regression
analysis. The results of our study are reliable and valid. That's because the
analysis results and findings show that ads have a significant impact on
consumers' buying behavior and choices

Keywords

TV Advertisement, consumers buying

TV Reklamının Tüketici Satın Alma Davranışına Etkisi: Libya Tüketici Satın Alma Davranışının Bir Vaka Çalışması

Abstract

Özet

Bu çalışma, TV reklamcılığı ve tüketici satın alma davranışının hızlı
satın alınan mallar referansıyla etkisini anlamayı amaçlamaktadır. Kesitsel
verilerle 5’li Likert ölçeği kullanılarak veriler derlenmiştir. Örneklem olarak
Trablus-Libya'da 150 anket dağıtılmış ve SPSS 23.0 programında analiz
edilmiştir.

Bu çalışmada temel amaç kapsamında öncelikle TV reklamının tüketici
satın alma davranışı üzerindeki etkisini ve tüketici satın alma davranışı,
tüketici algısı arasındaki ilişkiyi belirlemek üzere literatür taraması
yapılmıştır.

Veriler tanımlayıcı istatistik, korelasyon analizi ve regresyon analizi
gibi farklı istatistiksel teknikler kullanılarak analiz edilmiştir.
Çalışmamızın sonuçları güvenilir ve geçerlidir. Çünkü analiz sonuçları ve
bulgular, reklamların tüketicilerin satın alma davranışları ve seçimleri
üzerinde önemli bir etkiye sahip olduğunu göstermektedir.

Keywords

TV reklamı, tüketici satın alma

References

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