The impact of television advertising on the purchasing behavior of Syrian consumer "A Survey of electronic products for consumer in the province of Homs"
published by Aِl-Baath University
in 2016
in
and research's language is
العربية
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Abstract in English
This research aims to identify the relative importance of television
advertising without other types of advertising, and that’s for the
Syrian consumers of electronic products in Homs. Besides how it
affects their purchasing behavior by identifying the role of
television advertising of acceptable quality to Syrian consumers in
restricting their awareness of the advertised goods, then leading to
be paid attention. This research had included three independent
variables that include awareness, interest, and the ads quality. A
study of the affect of these variables had been made on the
dependent variable which is the purchasing behavior of the Syrian
consumer. After data analysis through statistical analysis program
SPSS.
References used
Bartholomew, D.J. Konott, M. (1999)- Latent Variable Models and Factor Analysis, London, Edward A
Bishnoi, V.K. Sharma, R. (2009)- The Impact of TV Advertising on Buying Behaviour: A Comparative Study of Urban and Rural Teenagers, JK Journal of Management & Technology, pp. 65–76
Hassan, A. (2015)- Effects of TV Advertisement on Consumer Buying Behaviour "A Comparative Study of Rural- Urban and Male-Female Consumers", International Journal of Innovation and Applied Studies, pp. 608-614