Main Article Content
Abstract
In the scenario, most of the people relax by watching television and it has become one of the important sources of electronic media for getting primary information to the viewer. Advertising is a powerful medium of mass communication, particularly TV advertising. So, every organization uses TV channels like a weapon to introduce their products and services to the human minds. Therefore, through advertisement both electronic and print more audience can be reached and can have more impact on them, advertisements can be used to inform the new audiences, persuade them to buy the product and it can have huge influence on consumer decision making, advertisement can also be used as reminder to the existing customer about their connectivity to their products and have long lasting association with product or services and helps in brand building creating brand loyalty. The present study focuses on Identifying the Impact of television advertisements on purchase decisions of consumer durable goods.