Impact of TV Advertising on Decision-Making of Consumers in Pakistan

Abstract

Television advertising has proven to be an effective tool for introducing new products and influencing customer behavior and decision-making processes. This study analyzes the "Impact of Television Advertisement on Consumer Decision Making in Pakistan." The researcher collected data using the survey method and a questionnaire. 300 female consumers were chosen from three regions of Lahore (Karim Park, Gulshan e Ravi, and Defense) based on demographics such as age, education, and income. The data was examined using univariate and bivariate methods of statistical analysis, and conclusions were drawn. The hypothesis was verified using the test for statistical significance, Chi-Square, which confirmed that 'More Nesvita TV ads, more acceptances in actual life among customers'. It was discovered that television advertising had a significant impact on consumers' cognitive functions such as searching for information and alternative selection. The findings provide useful information about the efficiency of Nestlé Nesvita TV advertisements and their impact on consumer decision-making processes in the Pakistani market.