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Consumers' perceived relationship between television advertising recall and brand purchase decision

When a customer chooses a certain brand, many factors actually influence this purchasing decision. Marketers would very much like to attribute this to advertising, but other factors like distribution, packaging, price, etc., may actually influence this purchase. However, television is a very obvious...

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Main Author: Siew, Siok Peik
Format: Thesis
Language:English
English
Published: 1999
Subjects:
Television advertising
Consumer behavior
Online Access:http://psasir.upm.edu.my/id/eprint/77868/1/t%20GSM%201999%205%20%281900118350%29.pdf
http://psasir.upm.edu.my/id/eprint/77868/
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spelling my.upm.eprints.778682020-09-04T08:05:19Z http://psasir.upm.edu.my/id/eprint/77868/ Consumers' perceived relationship between television advertising recall and brand purchase decision Siew, Siok Peik When a customer chooses a certain brand, many factors actually influence this purchasing decision. Marketers would very much like to attribute this to advertising, but other factors like distribution, packaging, price, etc., may actually influence this purchase. However, television is a very obvious medium in this age and what makes it more unique and stimulating than other media is the moving images that the viewer can see and hear, With constant exposure, a certain level of recall should be expected for a brand. Recall, in addition to other factors and not solely by itself, may influence the brand purchasing decision of consumers. As such, the purpose of this research is to determine if there is any significant relationship between recall of television advertising and brand purchase decision. It also examines if the consumer's level of involvement with the brand has any bearing on recall of its advertising. The level of involvement can be understood by the degree of personal relevance or importance. In addition, the study considers if personal influences like social-demographic factors have any bearing on the relationship between recall and brand purchase decision. It also seeks to explain what are the factors that influence recall of an ad. For the study, 145 respondents residing in the Klang Valley were surveyed using self-administrated, drop-and-pick questionnaire. The questionnaire measured the respondents' recall level, involvement level, buying intention and contains social-demographic factors questions. Majority of the respondents was single, Chinese females aged between 21 - 35 years. Most of them attained a Bachelor's Degree, worked in professional/management capacities and earned between RM1,500 - RM3,000 a month. Using the Chi-square test and linear regression, the results show that there is a significant relationship between TV advertising recall and brand purchase decision, but the influence of recall on brand purchase decision is very weak. This indicates that recall may not be the sole cause of this relationship. Other factors not covered in the study at hand may impact on the relationship. Linear regression analysis show that the relationship is more significant for respondents in the high involvement group, and this is not so for those in the low involvement group. The findings of multiple linear regression also support the contention that the executional style (message content, product content and brand characteristics) of an ad does impact commercial effectiveness as measured by recall. Lastly, the Chi-square tests show that brand purchase decision has a relationship with the respondents' age, marital status, race and gross monthly income. 1999-05-04 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/77868/1/t%20GSM%201999%205%20%281900118350%29.pdf Siew, Siok Peik (1999) Consumers' perceived relationship between television advertising recall and brand purchase decision. Masters thesis, Universiti Putra Malaysia. Television advertising Consumer behavior English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
topic Television advertising
Consumer behavior
spellingShingle Television advertising
Consumer behavior
Siew, Siok Peik
Consumers' perceived relationship between television advertising recall and brand purchase decision
description When a customer chooses a certain brand, many factors actually influence this purchasing decision. Marketers would very much like to attribute this to advertising, but other factors like distribution, packaging, price, etc., may actually influence this purchase. However, television is a very obvious medium in this age and what makes it more unique and stimulating than other media is the moving images that the viewer can see and hear, With constant exposure, a certain level of recall should be expected for a brand. Recall, in addition to other factors and not solely by itself, may influence the brand purchasing decision of consumers. As such, the purpose of this research is to determine if there is any significant relationship between recall of television advertising and brand purchase decision. It also examines if the consumer's level of involvement with the brand has any bearing on recall of its advertising. The level of involvement can be understood by the degree of personal relevance or importance. In addition, the study considers if personal influences like social-demographic factors have any bearing on the relationship between recall and brand purchase decision. It also seeks to explain what are the factors that influence recall of an ad. For the study, 145 respondents residing in the Klang Valley were surveyed using self-administrated, drop-and-pick questionnaire. The questionnaire measured the respondents' recall level, involvement level, buying intention and contains social-demographic factors questions. Majority of the respondents was single, Chinese females aged between 21 - 35 years. Most of them attained a Bachelor's Degree, worked in professional/management capacities and earned between RM1,500 - RM3,000 a month. Using the Chi-square test and linear regression, the results show that there is a significant relationship between TV advertising recall and brand purchase decision, but the influence of recall on brand purchase decision is very weak. This indicates that recall may not be the sole cause of this relationship. Other factors not covered in the study at hand may impact on the relationship. Linear regression analysis show that the relationship is more significant for respondents in the high involvement group, and this is not so for those in the low involvement group. The findings of multiple linear regression also support the contention that the executional style (message content, product content and brand characteristics) of an ad does impact commercial effectiveness as measured by recall. Lastly, the Chi-square tests show that brand purchase decision has a relationship with the respondents' age, marital status, race and gross monthly income.
format Thesis
author Siew, Siok Peik
author_facet Siew, Siok Peik
author_sort Siew, Siok Peik
title Consumers' perceived relationship between television advertising recall and brand purchase decision
title_short Consumers' perceived relationship between television advertising recall and brand purchase decision
title_full Consumers' perceived relationship between television advertising recall and brand purchase decision
title_fullStr Consumers' perceived relationship between television advertising recall and brand purchase decision
title_full_unstemmed Consumers' perceived relationship between television advertising recall and brand purchase decision
title_sort consumers' perceived relationship between television advertising recall and brand purchase decision
publishDate 1999
url http://psasir.upm.edu.my/id/eprint/77868/1/t%20GSM%201999%205%20%281900118350%29.pdf
http://psasir.upm.edu.my/id/eprint/77868/
_version_ 1677782992780525568
score 13.211869

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