GENDER AND RESIDENTIAL BACKGROUND - WISE ANALYSIS OF INFLUENCE OF TV ADVERTISEMENTS ON THE BUYING BEHAVIOUR OF TEENAGERS
The research aims to establish the influence of TV advertisements on the buying behaviour of teenagers of different gender groups and residential backgrounds. The study was conducted on 866 teenagers of Haryana of which 440 were rural and 426 were urban comprising of 431 males and 435 females. The data was analysed by applying factor analysis, t-test and mean scores. The study explains that male teenagers have higher acceptance on the issues that exposure to TV advertisements have influence on the buying behaviour and also have impact on the purchase decisions, whereas female teenagers agree more on factor that emotional buying decisions have increased due to TV advertisements. Moreover, teenagers residing in rural areas find that TV advertisements assist them in buying, and have impact on their purchase decisions while urban teenagers have higher acceptance on the parameter that the TV advertisements influence them emotionally in their buying decisions.