Associate Professor (Marketing), BIT Department, Community College King Abdulaziz University, Jeddah. Email: aftabalam101@gmail.com
Online published on 13 February, 2013.
Consumers have always been considered a powerful communication channel. It is not a new phenomenon. With the outset of growth of modern consumer shopping in India, it is important to examine its factors how does it affect the consumer's shopping experience in the context of Indian consumer mindset, motivations and behavior and their different attitudes. In present scenario Indian customer mindset has become ardent of shopping milieu through entertainment media especially Reality TV show which have been viewed in today's scenario as spontaneous. Many studies have focused on how television programs that appear to be "real" (such as news and daytime dramas) alter the viewers’ perception of reality (or social reality) but today Realty TV show has become an indelible impacts on viewer's mindset. And as a result it is found that the consumers shopping are very much conjoint today with the endorsement of either celebrity or actor too while the show is on relay. This article focuses on the talent-based game shows how does adversely it affect to the TV viewers. After all the entire study seems to be a real picture which further can help to study for future edifices of the findings. Overall the study gives the concept of talent show which isverymuch existedin the Indian TVmarket for quite some time and its findings mayboost to the consumer shopping further.
This study overall may find the effects of reality television shows on the viewers’ perception and these perceptual idea may apply further to assess the quality of reality show endorsement to the marketer through five adequate SEVQUIL parameters.
