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

Öz

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

Anahtar Kelimeler

• TV Advertisement,consumers buying

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

Öz

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.

Anahtar Kelimeler

• TV reklamı,tüketici satın alma

Kaynakça

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