1Assistant Professor, Department of Communication and Journalism, University of Chittagong, Chittagong, Bangladesh
2Assistant Professor, Department of Accounting and Information Systems, University of Chittagong, Chittagong, Bangladesh
Television advertising has a vital role and significant influence on consumer behavior. With steady increase of private TV channels in Bangladesh, effectiveness of advertisements has become a prime concern to the advertisers as they have to pay a lot of money to broadcast their adverts. The main objective of this study is to analyze how much impact TV advertising has on brand preferences of women consumers regarding food products in the context of household decision making. Data was collected using convenient sampling method (N=160) through a self-administered questionnaire in Chittagong city, the commercial capital and second largest city in Bangladesh. Results of the correlation analysis revealed that there is a significant positive correlation between level of attention while viewing TV advertisement and informing, selecting, purchasing and even switching to a particular brand of food products. This study supports the effectiveness of TV advertising, and the power of television viewing as well on behavioral factors.
Television Advertising, Brand, Attention, Consumer Behavior, Women
