Impact of TV advertisement on consumer buying behavior of

two wheelers in Kathmandu valley

Graduate Research Project

Submitted to:
MBA (Finance) Program
Office of the Dean, Faculty of Management Studies
Pokhara University

Submitted by:
Ram Kumar Singh
Roll No: 17630097
Registration No: 2017-2-63-0095

In partial fulfillment of the requirement for the MBA (Finance) Degree

in Management
Uniglobe College
Kathmandu, Nepal
2020
 Acknowledgements
This study entitled "Impact of TV advertisement on consumer buying behavior of
two wheelers in Kathmandu valley" has been conducted to satisfy the partial
requirements for the degree of Masters of Business Administration, Pokhara University.

First of all, I would like to extend my immense gratitude to my supervisor Mr. Sumit
Pradhan for his valuable supervision and guidance in completing this study. I am highly
indebted and very thankful for his continuous support and constructive suggestions that
have enabled this research project to achieve its present form. I am also indebted and
thankful to my respected teacher Prof. Dr. Radhe ShyamPradhan (Academic Director
of Uniglobe College) for his motivation, support and instruction in completing my MBA
degree. Similarly, I would like to express my gratitude to Mr. Ananta Ghimire,
(Programe Director) and Mr. Chakra Bahadur Patali (Research Assistant) for their timely
suggestions and support. I would also like to thank Uniglobe College for providing the
resources for research work and providing library and computing support without which
knowledge and assistance of this study would have not been successful.Similarly, I
highly appreciate the efforts, supervision, guidance and inspirations of all the faculties of
Uniglobe College not only in conducting this research but throughout my MBA.

Last but not the least; I would like to express my warm respect to my parents and my
friends for their affection and emotional support that has inspired me to achieve every
success including this study. I would also like to take full responsibility of any kind of
deficiency presented in this study.

Ram Kumar Singh

January, 2020
 Certificate of Authorship

I hereby declare that this study entitled of “Impact of TV advertisement on consumer

buying behavior of two wheelers in Kathmandu valley” submitted to the MBA
(Finance) Program in Management, Office of the Dean, Faculty of Management, Pokhara
University, is my original research work carried out to satisfy the Partial Fulfillment of
the Requirements for the MBA Degree in Management.

……………………………
Ram Kumar Singh
January, 2020
 Executive summary
Advertising is a marketing concept which aims to influence the buying behavior of
customers. Whereas consumer behavior is the process and activity by which people
select, purchase, evaluate and consume the product or service to satisfy the need or want
(Guolla, 2011). Jha et al. (2011) stated that advertising plays a major role in prompting
the consumers to at least enquire about the product and on an optimistic note (successful),
to purchase the product. The study also found that the initiative to understand the close
relationship of advertising and the consumer behavior with a special reference to two-
wheeler.

Anjum et al. (2015) showed that there is positive and significant impact of television
advertisement with the role of women on consumers’ buying behavior. Secondly, it has
also showed that religiosity is an important factor for changing perception of consumer
buying behavior regarding a particular product in religious minded consumers. Lalitha
and Panchanatham (2013) realized that effects of TV advertising has positively
influenced on the purchasing pattern and also on the total life style of the rural
consumers. Similarly, the study also found that advertisements have positively influenced
on the attitude and thinking of the realties as regard to the purchase behaviour.

Ul Zia (2016) found that the study showed that there is a significant impact of advertising
on the consumer buying decision making. Ohanian (1991) revealed that celebrity
endorsement plays an important role in consumer buying behavior of the Samsung
mobile phone in Ghana. Sonkusare (2013) concluded that TV advertising have great
impact on buying behavior of women customers. Similarly, it has also concluded that
maximum no. of women consumers are attracted towards the marketing strategy through
advertising and maximum no. of consumers. Ravikumar (2012) found that women
consumers’ attitude towards visual media advertisements and women consumers’ buying
behavior are directly related with each other. Further, advertising value is closely related
with women consumers’ attitude towards visual media advertisements.
Kraa et al. (2018) found that popularity and profession of the celebrity have a positive
and significant impact on consumer buying behavior, whereas personality of the celebrity
also positively but not significantly impact on consumer buying behavior of Samsung
mobile phones in Ghana.
The main objective of the study is to examine the impact of TV advertisement on
consumer buying behavior of two wheelers in Kathmandu valley. The specific objectives
includes: to examine the relationship of credibility, repetition, informativeness,
advertising appeals and celebrity association with consumer buying behavior of two
wheelers in Kathmandu valley, to analyze the dimension of consumer buying behavior
(credibility, repetition, informativeness, advertising appeals and celebrity association)
towards two wheelers in Kathmandu valley, to identify the most influencing factor of
consumer buying behavior that explains the buying behavior of the consumer and to
determine the impact of consumer buying behavior dimension towards two wheelers in
Kathmandu valley.

The study is based on primary data. The primary source of data is used to assess the
opinions of respondents regarding television advertisements and purchasing intention of
customers of two wheelers in Kathmandu. The study is based on 192 respondents. To
achieve the purpose of the study, structured questionnaire is prepared. The multiple
regression models are estimated to test the relationship and importance of television
advertisements on consumer buying behavior of two wheelers in Kathmandu valley. The
Likert scale on different variables like credibility, repetition, iformativeness, advertising
appeals and celebrity association measured in 5-point Likert scale and weighted mean
value of each variable were used to examine the relationship between dependent and
independent variables as for the study purpose.

The descriptive results show that weighted average mean value for credibility is 3.62. It
finds that advertising on two-wheelers is trustworthy. Further, weighted average mean
value for repetition is 3.68. It indicates that frequency of advertising increases leads to
increase in purchase intention and brand recall. Likewise, weighted average mean value
for informativeness is 3.82. It shows that TV advertising provides valuable information
about product quality and price of two-wheeler. Similarly, weighted average mean value
for advertising appeals is 3.72. It indicates that advertisement appeals produce intense
desire to buy the concerned product. In addition, weighted average mean value for
celebrity association is 3.41. It indicates that presence of celebrity in a product
advertisement helps me recognized brand.

The result shows that credibility is positively correlated to consumer buying behaviour. It
indicates that credible advertisements on television stimulate the purchasing behavior of
the customers. Likewise, repetition is positively correlated to consumer buying
behaviour. It indicates that repetitive advertisements on television drive the purchasing
behavior of the customers. Similarly, there is a positive relationship between
informativeness and consumer buying behaviour. It indicates that informative
advertisementsdrives the customer to purchase that particular product. In addition,
advertising appeals is positively correlated to consumer buying behaviour. It means that
advertisement appeals drive the customer to purchase the products. Similarly, celebrity
association is positively related to consumer buying behaviour. It indicates that products
endorsed by popular celebrities influence the buying behaviour of the consumer.

The results show that the beta coefficients for credibility are positive with consumer
buying behavior. It indicates that there is a positive impact of credible advertisements on
consumer buying behavior. This finding is similar to the findings of Dacin and Brown
(2002). Similarly, the beta coefficients for repetition are positive with consumer buying
behavior. This reveals that repetitive advertisements have a positive impact on consumer
buying behavior. This finding is consistent with the findings of Karim &Batool (2017).
Likewise, the beta coefficients for advertising appeals are positive with consumer buying
behavior indicating that advertising appeals have a positive impact on consumer buying
behavior. This finding is similar to the findings of Venkatraman et al. (1990). In addition,
the result reveals that the beta coefficients for celebrity association are positive with
consumer buying behavior. This indicates that celebrity association has a positive impact
on consumer buying behavior. This finding is similar to the findings of McCracken
(1989). Similarly, the beta coefficients for informativeness are positive with consumer
buying behavior indicating the positive impact of informative advertisements on
consumer buying behavior. This finding is similar to the findings of Oh and Xu (2003).
The result also shows that the beta coefficients for all the explanatory variables are
significant at one percent level of significance.

The major conclusion of the study shows that credibility, repetition, informativeness,
advertising appeals and celebrity association have positive impact on consumer buying
behavior of two wheelers in Kathmandu valley. The study concludes that television
advertisements have significant impact on the purchase intention of consumer. The study
also concludes that the most dominant factor that determines consumer purchase
intention is informativeness followed by advertising appeals and celebrity association.
 List of abbreviation

CBB Consumer buying behavior

REP Repetition

INF Informativeness

AAP Advertising appeals

CLA Celebrity association

FMCG Fast moving consumer goods

TV Television

& And

etc Etcetera

SD Standard deviation

e Error

SPSS Statistical Package for Social Sciences

SA Strongly agree

AG Agree

NEU Neutral

SDG Strongly disagree

DG Disagree
 Chapter I
Introduction

1.1 General background

Advertising is a marketing concept which aims to influence the buying behavior of

customers. Whereas consumer behavior is the process and activity by which people
select, purchase, evaluate and consume the product or service to satisfy the need or want
(Guolla, 2011). In developing countries, where majority of the population live in remote
areas, the effects of TV advertisement are very much high. In these areas TV
advertisement enhances the satisfaction level of those products and they prefer to buy that
one (Bishnoi, 2009). Advertising, sales promotion and public relations are mass-
communication tools available to marketers. As its name suggests, mass communication
uses the same message for everyone in an audience. The mass communication tools are
trade off the advantage of personal selling, the opportunity to tailor a message to each
prospect, for the advantage of reaching many people at a lower cost per person (Etzel et
al., 1997).

Consumer behavior refers to the selection, purchase and consumption of goods and
services for the satisfaction of their wants. Further, buying behavior is the decision
processes and acts of people involved in buying and using products. Similarly, consumer
buying behavior refers to the buying behavior of the ultimate consumer (Rani, 2014).
Likewise, consumer buying behavior is a generic term which explains the consumer
choice or preferences for a particular product (Gahlawat et al., 2014). The process by
which individuals search for, select, purchase, use, and dispose of goods and services, in
satisfaction of their needs and wants is called consumer behavior (Reddy et al., 2015).
Kotler (2005) showed that advertisement is an important tool for consumers to identify
consumer buying behavior. The reason is that the impact of the advertisement has a very
complex nature and is considerably difficult to describe on consumer buying behavior.
Advertisement is a form of mass communication, a powerful marketing tool, a
component of economic system, a means of financing the mass media, a social
institution, and an art form, an instrument of business management, a field of
employment and a profession (Chunawalla and Sethia, 1999). Advertising is the power-
packed process pertaining to the dissemination of information concerning an idea, service
or a product to impel an action in line with advertiser. However, it is that magic force
which turns an instinct into acquisition, a desire into demand and a dream into reality by
influencing the consumption, directing the production, diverting the distribution and
affecting the very course of exchange (Mittal, (1994). Television is superiority over other
mediums of advertising is due to its tri-sensory appeal, auditory, visual and a kind of
aesthetic that influences mentality of customers more strongly than any other media and
its effects are enduring and everlasting. Further, television competes with family, peers,
school, religious institutions and society to provide role models and information that
affect children’s beliefs, values, behavior, attitude and lifestyle (Dutta, (2009).

Sonkusare (2013) defined that TV advertising is a very effective tools of communicating

message to its target audience as it has the ability to combine visual & audio
communication and thus this makes advertisements is an important medium to make
people aware of any products. Further, TV is often called king of the advertising media,
since a majority of people spend more hours watching television per day in comparison to
any other medium. According to Mohideen and Saravanan (2016), TV uses the
combination of sight, color, sound and motion to create an effect which makes its appeal
through both the eye and the ear. Likewise, TV advertisement can be defined as any paid
form of non-personal communication of ideas or products on the electronic media to end
user (Bogdanovic, 2013).

Advertising is one of the most important cultural sign systems that reflect and shape our
lives. It is an inevitable part of anyone’s life. Even if one does not read the newspaper or
watch television it is impossible to escape the advertising images that pervade our
surroundings, via hoardings, wall paintings, pop-up material or even the radio, cutting
across all media but limited to none (Sawant, 2012). Advertising as described by the
American marketing association, any paid form of non-personal presentation of ideas,
goods and services by an identified sponsor. Further, it is also clear from the definition
that advertising is basically one-sided information where information flows from the part
of the advertiser to the public (Dhar, 2011). Advertising means is a form of
communication, which advertising serves the purpose of a guide to buying in which the
intended message is delivered to masses through various media (R. Bakhshi, 2010).

Consumers are very fond of new products and services which will satisfy their needs and
fulfill their demands according to this attitude of consumer’s they attract towards any
product or services (Mazhar et al., 2015). Nowadays, in this competitive environment the
role of packaging has been changed due to increasing self-service and changing
consumers’ lifestyle. Packaging becomes an ultimate selling proposition stimulating
impulsive buying behavior, increasing market share and reducing promotional costs (Deo
& Hosee, 2017). According to Rundh (2005), packaging attracts consumer’s attention to
particular brand, enhances its image, and influences consumer’s perceptions about
product. Underwood et al. (2001) defined that packaging works as a tool for
differentiation, i.e. helps consumers to choose the product from wide range of similar
products and stimulates to customers buying behavior.

Dunn et al. (1978) viewed advertising from its functional perspectives, hence they define
it as a paid, non-personal communication through various media by business firms, non-
profit organization, and individuals who are in some way identified in the advertising
message and who hope to inform or persuade members of a particular audience. Morden
(1991) defined that advertising is used to establish a basic awareness of the product or
service in the mind of the potential customer and to build up knowledge about it. Kotler
(1988) defined that advertising as one of the four major tools companies use to direct
persuasive communications to target buyers and public noting that it consists of non-
personal forms of communication conducted through paid media under clear sponsorship.
According to him, the purpose of advertising is to enhance potential buyers’ responses to
the organization and its offering, emphasizing that it seeks to do this providing
information, by channeling desire, and by supplying reasons for preferring a particular
organization’s offer.
Television has been seen as having superior merit over the other media as is been
perceived as a mixture of audio and video features; it provides products with instant
validity and fame and offers the greatest chance for creative advertising (Kavitha, 2006).
TV advertising not only change emotions but give considerable message exerting a far
attainment influence on the daily lives of people (Kotwal et al., 2008). It can be said that
advertising is the driving force responsible for shaping consumers’ perceptions and
inducing a behavioral response (Jones & Czerniewicz, 2010). Bisht (2013) found that
advertisement to aspire and helps customer to take conscious productand brand decisions
and TV advertisement impact the youth purchase decision.

According to Arens (2005), advertising is a form of communication intended to convince

an audience (viewers, readers or listeners) to purchase or take some action upon products,
information or services. Moreover, Bulla and Scott (1994) defined that advertising as a
form of communication which is used to help in selling products and services. Typically,
it communicates a message including the name of the product or service and how that
product or service could potentially benefit the consumer. Advertising does typically
attempt to persuade potential customers to purchase or to consume more of a particular
brand of product or service.
Moskal and Leydens (2000) defined that consumer buying behaviour as the sum total of a
consumer's attitudes, preferences, intentions and decisions regarding the consumer's
behaviour in the marketplace when purchasing a product or service. Similarly, the study
of consumer behaviour draws upon social science disciplines of anthropology,
psychology, sociology and economics. The purchases of a food commodity such as a
sack of flour or sugar products provide example of consumer buying behavior.

According to Forsyth (2009), consumers can be influenced to purchase by advertisement,

public relations, direct mail and various sell promotion techniques. Further, they argued
that it is also a part of marketing strategy how cultivate rotations with media to create
desired brand image for the organization. Roma (2003) found that advertisement is an
idea for the business. Furthermore, it is a process of creation to inspire people. Similarly,
he argued that it is a process of understanding about business ideas where they come
from. According to Goddard (2002), TV advertisement should not be limited to
promotion of branded products but it involves the enhancement of image for the
organization.

Ayu (2012) defined that consumer behavior as the consumer’s decision with respect to
the acquisition, consumption, and disposition of goods, services, time, and ideas by
human decision-making units. Thus, the company needs to understand the products or
service which consumer needs and wants to purchase and consume it, and there are some
factors that offered the factor that influences on consumer behavior, which are cultural,
social, personal, and psychological. Furthermore, Mutil (2012) opined that the role of
packaging has changed due to increasing self-service and changing consumers’ lifestyle.
However, firms’ interest in package as a tool of sales promotion is growing increasingly.
Thus, package becomes an ultimate selling proposition stimulating impulsive buying
behavior, increasing market share and reducing promotional costs.

According to Katke (2007), TV advertising is the one that has lasting impact on viewer’s
mind, since its exposure is much broader which felts all over the globe through
advertising, newspaper, internet, music, films, videos, magazine, movies and billboards.
Further, the study concluded that advertising through mass media influences audience,
but television has mass reach and is the strongest medium of advertising. In other word,
advertising can influence the attitude of individual behavior, life style in the long run as
well as the culture of the country (Latif & Abideen, 2011). Likewise, the study concluded
that advertising is a subset of promotion mix which is one of the 4 ps in the marketing
mix, comprising product, price, place and promotion. Similarly, advertising is a
promotional strategy used in creating product awareness in the minds of consumer to take
purchasing decision.

Xiong & Bharadwaj (2013) described that advertising plays an important role as one of
the marketing tools companies use to persuade and draw attention of consumers about the
existence of their offerings. Further, the study concluded that most of the purchase
decisions by children are as a result of celebrities who endorsed the products as children
most often than learn from models. Udo& Stella (2015) defined that celebrity
endorsement portrays means through which social factors such as celebrities tend to
endorse a particular product through advertisement. Likewise, advertising is seen as any
paid form of non-personal presentation and promotions of idea, goods, or services by an
identified sponsor that may with the objective making sales (Kotler, 2013).

According to Dominick et al.(1990), American marketing association defined that

advertising as a form of non- personal presentation and promotion of ideas, goods, and
services usually paid by an identified sponsor.In fact, advertising is non-personal because
it is directed toward a large group of anonymous people.Dhaliwal (2016) revealedthat
consumer buying behavior is the sum total of a consumer's attitudes, preferences,
intentions, and decisions regarding the consumer's behavior in the marketplace when
purchasing a product or service. Further, the study concluded that consumer behavior
draws upon social science disciplines of anthropology, psychology, sociology, and
economics.According to Dulin (2016), consumer behavior is the study of individuals,
groups or organizations and the processes they use to select, secure, used and dispose of
product or services or ideas to satisfy needs and the impact that these processes have on
the consumer behavior and the society.

Kundi et al. (2008) defined that consumer behavior refers to the mental and emotional
process and the observable behavior of consumer during searching, purchasing and post
consumption of a product or services. Similarly, consumerbehavior blends the elements
from psychology, sociology, socio psychology, anthropology and economics. According
to Kotler & Armstrong (2005), consumer buying behavior is the buying behavior of
consumer’s individuals and households who buy goods and services for personal
consumption. Further, Consumer can be described as person who acquires goods and
services for self-satisfaction.Consumer buying behavior can be defined as the behavior
that consumers display in researching for purchasing, using, evaluating and disposing of
products and services that they expect will satisfy their needs (Ohanian, 1991).

Khan (2016) found that consumer buying behavior is the decision-making process and
physical activity involved in acquiring, evaluating, using, and disposing of goods and
services. According to Gilaninia et al. (2013), consumer behavior is a psychology process
during which consumers know their needs, find ways to estimate, adopt the purchasing
decisions, analysis and planning to data and will run the program. Similarly, Spiers et al.
(2014) revealed that consumer behavior is influenced and motivated by factors such as
culture, personality, life-stage, income, attitudes, motivators, feelings, knowledge,
ethnicity, family, values, available resources, opinions, experiences, peer groups, and
other groups.

Advertising is micro-managerial function of any organization to send the information to

other members of the society he added that it is a macro concept representing the entire
advertising industry and is an institution (Sontakki, 1999). According to Niazi & Hunjra
(2012), Television has become a very effective media and the best possible media for
mass communication which is being extensively used for business purpose, such as to
communicate to the mass through the advertisement. However, Television has a
significant role to play in the field of business as media for advertising. Therefore, it is
observed that advertising in newspaper transmitted through television is found to be most
effective. It is due to the impact made by both audio and video and its wide coverage.

According to Khaniwale (2015), consumer buying behavior involves the study of

individuals and the method they employ to choose, utilize, and set out products and
services to fulfill consumer’s wants and the effect that these method have on the
consumer and the society as a whole. Further, consumer buying behavior refers to all the
thought, feeling and actions that an individual has or take before or while buying any
product, service or idea. According to Moschis and Mitchell (1986), Television
advertising and interpersonal communications are effecting on the teenager’s consumer
behavior. However, the effects of such communication processes on teens are evaluated
in the context of household decision making. Thus, the influence of these images may be
of enormous significance in shaping the attitudes and behaviors and attitudes of young
people. Likewise, as marketing related study proposed that environment provides certain
type of experience for consumers, which are used for promotion and selling product or
services (Adelaar et al., 2003).

Mendelson and Bolls (2002) defined that television commercial is generally considered
the most effective mass-market advertising format and this is reflected by the high prices
TV networks charge for commercial airtime during popular TV events. However, the
effectiveness of the advertising depends upon many things but mostly it depends upon the
popularity and coverage of the channel it is being transmitted through. Hence, it should of
great concern to the advertisers that the channel through which their products are
advertised has a wide coverage area and is popular among the viewers. Tirmizi et al. (2009),
described that advertising is a way of communication to convince an audience for taking
purchase decision about a product or service and delivering information to viewers. The
paper examines the relationship between environmental response and emotional response
which are independent variables with dependent variable i.e. consumer buying behavior.

Sundarsan (2007) investigated that optimistic affect of television advertisement on

attention towards advertisement, interest in favor of purchasing, desire intended for
purchasing, action towards purchasing and consumers satisfaction towards the purchased
product. Advertising serve to inform consumers about a product. Further, advertising
increases the demand elasticity for a product and this happens because, it is believe by
these scholars that, as information of a product is given, it is assumed the product is of
high quality and this can even increase the demand for products which is of low quality in
general (Ozga 1960). Advertising makes demand for a product inelastic and thus ensures
increase in the price of the product and this effect might lessen as a result of scale
economies. In addition, the view also adds that, consumers are unwilling to try new
products especially those of unknown quality and this may deter entry of new producers
(Comanor, 1967).

Mazhar et al. (2015) defined that consumers are very fond of new products and services
which will satisfy their needs and fulfill their demands according to this attitude of
consumer’s they attract towards any product or services. According to Romaniuk and
Sharp (2004), advertisements play an important function to achieve this reputation for
gained popularity of mobile phones from last few years. Therefore, effective
advertisement and customer buying decisions are closely related to each other.

Grant (1989) suggested that celebrities impart culturally is made up of meanings of their
own to the product or service in the endorsement process. Different meanings that
celebrities comprise of (beauty, success etc.) are transferred to brands that are fairly
mundane. Similarly, celebrity association have associative learning presumption is
important in elaborating the process in which the celebrity's unique attributes are shifted
to brands (Till & Busler, 1998). Similarly, Canning and West (2006) described that
celebrity as an individual who is often in the public eye and usually have a high profile
in, amongst others, the sports and entertainment industries. Kumar (2011) revealed that
celebrity endorsements are used as strategic marketing tools that influence consumer
behavior in favor of a particular product or brand by lending some of the celebrity’s
attributes to the particular product or brand. However, it is important for a celebrity to be
credible enough for a consumer to want to be associated with the particular product or
brand.

Sivanesan (2014) found that brand image and advertisement play a crucial role to boost
up any business performance as brand image is an implied tool which can positively
change peoples’ buying behaviors and advertisement is behaving as a driving force for
any business as it’s an effective source to convey your message and stay in customer’s
mind.Patra et al. (2017) defined that teenagers were influenced by TV advertisement and
mostly purchased those brands and products which are advertised more on
television.Kotwal et al. (2008) revealed that purchasing cosmetics, toiletries, stationary,
gifts and cards, the girls give importance to informational input by the TV advertisements
into their decision to buy.

Consumers buying behavior has always been given so much importance and space in the
literature study of impact of advertising regarding its effectiveness (Ajzen, 1991).
Consumer buying behavior depends upon product reputation, image of the brand, equity
of the brand and company had relationship with performance and product, mainly with
the famous products which shows a consumer and social status relationship (Eastman et
al., 1999). Zeithaml (1988) showed that the consumer will pay for what they will
perceive about the product. Similarly, the consumer purchasing behavior is affected by
the advertising appeals that are an important message for the consumers (Verma, 2009).
Lin (2011) defined that advertising appeal as an attempt at creativity that inspires
consumer’s motives for purchase and affects consumer’s attitude towards a specific
product or service. Likewise, advertising appeal is used to gain the consumers attention
or to modify the consumer’s perception or attitudes about the product, and also to
produce an emotional effect on them about a particular service or a product (Schiffman et
al., 2007).

According to Silayoi and Speece (2007), packaging is an intermediary for consumer

communication and branding. Moreover, the packaging named as the salesman on the
shelf to emphasize its marketing power.Hawkes (2010) stated that packaging is a medium
that can change consumers’ attitudes in relation to a food brand and affect their buying
intentions and decisions. Therefore, this is because the packaging communicates to
consumers when they are making the purchase decisions, through the cues conveyed by
the package, such as the attractive color, the vivid image, the health claims and brand
identity.

In the context of Nepal, Thagunna and Khanal (2013) observed that price, brand
awareness and accurate information positively influence the buying behavior of
consumers to a certain extent. Further, difference in the demographic factors such as
personal status, religious belief, occupation and income level however do not bring
difference in the buying behavior of Nepalese people.Thapa (2015) revealed that brand
image, price fairness, better design, comfort, and efficiency have positive relationship
with consumer buying behavior.

According to Sharma (2008), new consumer of products branding, packaging and

labeling are important aspects for market success.Baniya (2017) found that there is
positive influence of celebrity endorsement elements (physical attractiveness, source
creditability trustworthiness, source credibility expertise, and celebrity brand match up)
on customer's attitudinal and behavioral loyalty (attitude towards a brand and purchase
intention). Ramesh et al. (2005) accounted that price, health and safety factors had
significant impact on consumer’s purchase behavior.

The above discussion showed that the studies dealing with impact of TV advertisement
on consumer buying behavior of two wheelers. Although, the above findings are in the
context of different countries and Nepal, no such findings using more recent data exist in
the context of Nepal. Hence, this study focuses on relationship between TV
advertisement and consumer buying behavior of two wheelers in Kathmandu valley.

1.2 Statement of the problem

It will be interesting to investigate the impact of TV advertisement on consumerbuying

behavior of two wheelers in Kathmandu valley. Consequently, this study is an attempt to
measure the impact of advertising on consumer behavior in two wheelers. In fact, this
study will help to know the effectiveness of television advertising on consumers. The
attitude of consumers towards advertising and the relationship between the demographic
character of consumers and impact of television advertisements on the purchase decisions
of the durable goods, and the impact of advertising factors on service satisfaction
consumers of Tiruchirappalli district (Mohideen and Saravanan, 2016). Abbasi &
Torkamani (2010) indicated that consumer behavior differs from people to people
because of different desires and needs. So, it is difficult to predict the consumer’s buying
behavior. Thus, it is necessary to understand the factors influencing the consumer buying
behavior.

Anjum et al. (2015) showed that there is positive and significant impact of television
advertisement with the role of women on consumers’ buying behavior. Secondly, it has
also showed that religiosity is an important factor for changing perception of consumer
buying behavior regarding a particular product in religious minded consumers. Jha et al.
(2011) stated that advertising plays a major role in prompting the consumers to at least
enquire about the product and on an optimistic note (successful), to purchase the product.
The study also found that the initiative to understand the close relationship of advertising
and the consumer behavior with a special reference to two-wheeler.

Lalitha and Panchanatham (2013) realized that effects of TV advertising has positively
influenced on the purchasing pattern and also on the total life style of the rural
consumers. Similarly, the study also found that advertisements have positively influenced
on the attitude and thinking of the realties as regard to the purchase behaviour. According
to Hill et al. (2007), improving consumer’s satisfaction is going to be extremely difficult
because the organization wants to focus on controlling or reducing costs. Thus, to satisfy
the customers is more important for businesses.

Fatima and Lodhi (2015) revealed that there are two important variables which can
influence the buying behaviors of the people but these two factors are not solely reason to
change the behaviors of the consumers rather they can contributing in changing the
behaviors of the consumers.Prabakaran (2012) found that advertising made a significant
impact on customer buying behavior and it is understood that not all the advertisements
made by different two-wheeler companies are impressive, understandable, catching,
unique, creative and honest.

Lautiainen (2015) stated that consumer buying behavior is a widely studied field. Further,
there are characteristics behind every buying decision that can come from cultural, social,
personal or psychological factors. Each of these factors includes dimensions that can be
used in marketing. Kraa et al. (2018) found that popularity and profession of the celebrity
have a positive and significant impact on consumer buying behavior, whereas personality
of the celebrity also positively but not significantly impact on consumer buying behavior
of Samsung mobile phones in Ghana.

Sonkusare (2013) concluded that TV advertising have great impact on buying behavior of
women customers. Similarly, it has also concluded that Maximum no. of women
consumers are attracted towards the marketing strategy through advertising and
maximum no. of consumers. Likewise, there are different factors influenced on buying
behavior of women consumers that it has found social and personal factors have more
influenced. Ravikumar (2012) found that women consumers’ attitude towards visual
media advertisements and women consumers’ buying behavior are directly related with
each other. Further, advertising value is closely related with women consumers’ attitude
towards visual media advertisements.

Hussainy et al. (2008) established that there is a significant difference between the
attention of humorous and serious appeals. However, the study also concluded that the
reaction of two different societies have almost the same response for humorous and
serious advertising appeals.According to Belch & Belch (2013), TV advertisement costs
are increasing from time to time. Similarly, TV advertisements have proven to be a
successful tool for the communication of products and services. Likewise, TV is a unique
and powerful advertising medium as it contains the elements of sight, sound, and motion
to create a variety of advertising appeals and executions

According to Adeolu et al. (2005), organizations in both public and private sectors have
learned that the ability to communicate effectively and efficiently with their target
audiences is important to their success.Grant (1989) suggested that celebrities impart
culturally is made up of meanings of their own to the product or service in the
endorsement process.Rehman et al. (2014) assessed that the effects of advertisement and
factors of rural areas on consumers buying behavior. Similarly, the results of the study
contributed in marketing literature and have important marketing implication that
advertising is significantly influence the buying behavior in rural areas. Further, the study
found out that consumers prefer those brands from which they are emotionally attached.

Ul Zia (2016) found that the customers like those advertisement which influences them
and which seem to be new and the old ads have less impact.Further, the data showed that
there is a significant impact of advertising on the consumer buying decision
making.Ohanian (1991) revealed that celebrity endorsement plays an important role in
consumer buying behavior of the Samsung mobile phone in Ghana.

Abideen & Latif (2011) observed and analyzed that advertisement have its effects and
every person is habitual to use the FMCG in his or her life, consumers are familiar with
the promotional activities of electronic and print media etc. Further, the results also
argued that necessity advertisement, pleasure of advertisement, give the awareness
regarding consumer goods, also described that the media have an influence on the
consumer’s mind and buying behavior. Haug (2003) proved that this kind of behavior
have found simultaneously with different age level people, whether they belong to the old
age, middle age, teen age and even in the university age.

According to El-Adly (2010), most of the previous studies have focused on one single
avoiding behavior. Moreover, it is noted that some of the previous studies compare ads
avoiders with non-avoiders, while other studies focus on the behavior of avoiders
only.Singh et al. (2014)revealed that the urban consumer is more brand and style
conscious compared to its rural counterpart, who prioritizes functionality and price more.
The study also clear that mobile phone brands are equally popular among the people of
both regions and the consumers trust the brand name.

Speck and Elliott (1997) found that there is positive impact of demographics on
advertisement avoiding behavior or the impact of ads features on ads avoiding behavior,
such as advertisement perceived value, their frequency, timing, length and content.Bisht
(2013) revealed that TV advertising impact on buying behavior of teenagers related to
different residential backgrounds (rural and urban) and gender groups (male and female).

In the context of Nepal, Neupane (2019) indicated that respondents like preferred TV
advertisements have been found more popular as compared to Radio, Print and other
media. However, the effectiveness of the TV advertising depends upon many things but
mostly it dependent upon the popularity and coverage of the channel it is being
transmitted through. Adhikari (2016) showed that advertisement is a necessity and has to
be taken into consideration as it plays a major role in the success of any brand. Likewise,
the paper also implied that the smart phone manufactures, and distributors need to work
on building a unique brand position in the minds of the customers with the help of
different advertisement tools.

Shrestha (2019) revealed that advertisement is any paid form of non-personal

presentation andpromotion of ideas, goods or services by an identified sponsor via print
media (newspaper and magazines),broad cast media (radio, and television) network
media (telephone, cable, satellite,wireless), electronicmedia (audiotape, videotape, web-
page)and display media (bill board, signs, poster).

Rana (2016) indicated that although marketers spend hours in buildingbrand image, the
study found that consumers are less concern about the brandimage while making a
purchase decision. The study revealed that peopleare more influenced by word of mouth
and opinion given by the people theyknow on facebook and it substantially affects their
buying behavior.
Adhikari and Biswakarma (2017) indicated that attitude of Nepalese youths has
significant effect on purchase intention towards counterfeit apparels and accessories
which determined by personal gratification, perceived behavior control and subjective
norms. Thagunna and Khanal (2013) found that value identification, customer service,
lifestyle, age, brand awareness, accurate information were the most influential factors for
Nepalese women’s purchasing decisions.

The above discussion shows that empirical evidences are not consistent. Therefore, in
order to support one view or the other, there is a need to conduct this study. Hence, the
study deals with the following issues in the context of impact of TV advertisement on
consumer buying behavior of two wheelers in Kathmandu valley:
i. What is the effect of credibility, repetition, informativeness,advertising
appeals and celebrity association on consumer buying behavior of two
wheelers in Kathmandu valley?
ii. Is there any relationship of credibility, repetition, informativeness,
advertising appeals and celebrity association with consumer buying
behavior?
iii. Do selected dimensions (credibility, repetition, informativeness,
advertising appeals and celebrity association) have significant impact on
consumer buying behavior of two wheelers in Nepalese consumers?
iv. What is the perception of consumer buying behavior dimensions
(credibility, repetition, informativeness, advertising appeals and celebrity
association) towards impact TV advertisement on consumer buying
behavior of two wheelers in Kathmandu valley?
v. Which of the factors plays most important role in determining consumer’s
buying behavior in Kathmandu valley?
vi. Do selected dimension of consumer buying behavior have significant
impact?
vii. Which factors among credibility, repetition, informativeness, advertising
appeals and celebrity association need to be improved to enhance two
wheelers?
 viii. Which factors among credibility, repetition, informativeness, advertising
appeals and celebrity association have less impact on consumer buying
behavior?

1.3 Objective of the study

The main objective of the study is to examine the impact of TV advertisement on

consumer buying behavior of two wheelers in Kathmandu valley. The specific objectives
of the study are as follows:
i. To examine the relationship of credibility, repetition, informativeness,
advertising appeals and celebrity association with consumer buying behavior
of two wheelers in Kathmandu valley.
ii. To analyze the dimension of consumer buying behavior (credibility,
repetition, informativeness, advertising appeals and celebrity association)
towards two wheelers in Kathmandu valley.
iii. To identify the most influencing factor of consumer buying behavior that
explains the buying behavior of the consumer.
iv. To determine the impact of consumer buying behavior dimension towards two
wheelers in Kathmandu valley.

1.4 Significance of the study

The study of consumer buying behavior is very important in the marketing field as it
forms the basis of marketing strategies. This particular research focuses on the impact of
TV advertisement on consumer buying behavior of two wheelers in Kathmandu valley. It
explores the factors which are affected by the TV advertisement and ultimately influence
the buying behavior of the consumers. The study will help the readers to understand the
consumer behavior while purchasing the two wheelers so that they can devise appropriate
strategy to advertise their product in a best possible way. It is also significantly valuable
for marketers, researchers, students and advertisers. It can be further used for study and
research purpose.

The study of consumer buying behavior facilitates to comprehend the concern such as
what the buyers think, what their feelings are, what the reasons behind their decision are,
and how they pick among several options. Khaniwale (2015) revealed that the external
and internal factors have significant impact on consumer’s behavior which impacts their
purchasing process and decision. Ashoka and Rakesh (2016) observed that the factors
like availability and affordable price are influencing more on consumers to prefer and
purchase domestic players’ fruit drinks.
Kotler & Keller (2013) noted that the study will be a significant endeavor in promoting
advertising awareness among the future citizens through teachers of tomorrow.
Furthermore, the study will be beneficial to the consumers and business industries
particularly in product/service promotion. By understanding the needs of the consumers
and the benefits of effective advertisement, these business industries will be assured of a
competitive advantage. Moreover, the study may equip students to be aware of the ill
effects of advertisements and act as responsible citizens (Sindhya, 2013).

Fatima and Lodhi (2015)focused that there is positive impact of advertisement on the
buying behavior of consumers. Furthermore, it explores the factors which are affected by
the advertisement and ultimately influence the buying behavior of the consumers.
Similarly, the study will help the readers to understand the consumer behavior while
purchasing the two wheelers so that they can devise appropriate strategy to advertise their
product in a best possible way.

Gahlawatet al. (2014) identified that the parameters which really affect the consumer
buying behavior; credibility, repetition, informativeness and celebrity association.
Further, advertising appeals is also an important factor for the producers from where they
know about the consumer interest regarding their product. It is observed that the
advertising appeals increases the market share of the product.

There are many international two wheelers brands available on the different showroom in
Nepalese market. This shows that Nepalese people are interested in different brands of
two wheelers. Due to need for their work efficiency, so there is increase in demand for
two wheelers in different brands rapidly. Therefore, competition is high so in this context,
it is essential for manufactures or marketers of the product to know buying behavior of
target customer to turn success in their favor and firms need to construct smarter
marketing strategies by getting an insight about what affects the decision making of
consumers. As the focus of this study is on consumer buying behavior for two wheelers
in Kathmandu metropolitan city, the marketers of the two wheelers will be highly
benefited. The study provides information regarding which brand of two wheelers is
highly demanded with their perception and quality so marketers can be also benefited
from this research.

There are limited studies regarding factors influencing buying behavior for two wheelers,
this study will certainly add value to the knowledge base of buying behavior and
simultaneously give us courage to indulge in further advance researches in the field of
management sciences. This study is also useful for marketers and manufacturers who
want to improve their understanding regarding consumer buying behavior of two
wheelers. The study would be of great benefit to the companies/marketers. This study
would help to companies/marketers to find possible measures/strategies to advertise their
products and services. It would be of great interest and valuable to marketing managers
and help them to sell their products/services and make reasonable profits to the
company/organization. The study has also great benefit for consumers to create brand
awareness to motivate them emotionally to buy the product.

1.5 Operational definitions and hypothesis

This section deals with the operational definition of the variables that has been used in
this study.The study attempts to investigate the impact of credibility, repetition,
informativeness, advertising appeals and celebrity association in Kathmandu valley. The
study has used consumer buying behavior as dependent variable where credibility,
repetition, informativeness, advertising appeals and celebrity association are used as the
independent variables. These variables have been defined and discussed below:

Dependent variable
Consumer buying behavior
According to Ramya and Ali (2016), many factors like specificities and characteristics
has positively influence on consumer in his decision-making process, shopping habits,
purchasing behavior, the brands he buys or the retailers he goes. Kuester et al. (2012)
defined that there are number of factors that influence them and affect the decision of
purchasing the product. Kundi et al. (2008) stated that consumer behaviour has one of the
important influencing factors for the mental and emotional process and the observable
behaviour of consumer during searching, purchasing and post consumption of a product
or services.

According to Spiers et al. (2014), consumer buying behavior is influenced and motivated
by factors such as culture, personality, life-stage, income, attitudes, motivators, feelings,
knowledge, ethnicity, family, values, available resources, opinions, experiences, peer
groups, and other groups. Proctor et al. (1982) noted that the study determine the factors
that influence consumer behavior, especially the economic, social and psychological
aspects which can indicate the most favored marketing mix that management should
select.
Independent variables
Credibility

Najibet al. (2016) found that the credibility of a mobile advertising message has a
positive influence on consumer’s attitude toward advertising via mobile devices and on
the perceived advertising value of the consumer. Sallam & Algammash (2016) defined
that the credibility of a TV advertising message has a positive influence on consumer
attitude toward advertisement. Similarly, the present study found that attitude towards
advertisement is positively impact on purchase intention. Dacin and Brown (2002) found
that the importance of corporate credibility to marketing’s success is positively impact on
consumer buying behavior. Goldsmith et al. (2000) found that corporate credibility has a
positive influence on consumer attitudes toward the brand and purchase intentions.
Mengko et al. (2018) showed that credibility, informativeness and advertising appeals
have significant impact on consumer buying behavior. Based on it, this study develops
the following hypothesis:
H1: There is a positive relationship between credibility and consumer buying behavior.
Repetition

Belch (1982) found that commercials with high frequency of repetition help customers
recall the messages and brand image of the products has positively influenced on
consumer buying behavior. Likewise, Karim &Batool (2017) showed that emotional
advertisement, online advertisement and repetition have positive influence on consumer
buying behavior. Similarly, Majeed and Razzak (2011) perceived that company which
has brands to be commercialized on television and with frequent repeating has positively
impact on consumer buying behavior. Likewise, Pechmann and Stewart (1988) found that
the advertisement has positive impact on the consumer buying behavior. According to
Turley and Shannon (2000), the frequency of advertisement appears were positively
associated with the purchase intention and brand name recall. Based on it, this study
develops the following hypothesis:

H2: There is a positive relationship between repetition and consumer buying behavior.
Informativeness

According to Duccoffe (1996), the ability of advertising to inform of consumers of

product has positively satisfaction on consumer buying behavior. Ducoffe (1995) found
that informativeness of advertising has positive influenced on consumer buying behavior.
Blanco et al. (2010) revealed that the entertainment and informational aspects perceived
by consumers in mobile advertising have positively impact on consumers buying
behavior. Oh and Xu (2003) found that entertainment and informativeness of advertising
has positively influence on the customers´ perceptions of the company and the company´s
products. Siau and Shen (2003) delivered that consumers through mobile devices like
accuracy, timeliness, and usefulness has positively influenced to consumer behavior.
Based on it, this study develops the following hypothesis:
H3: There is a positive relationship between informativeness and consumer buying
behavior.

Advertising appeals

Schiffman and Kanuk (2007) found that advertising appeal has a positive influence on
consumers’ attention and enhancing their desire to increase their product purchase
intention. Similarly, Lee and Hong (2016) found that emotional appeal has a positive
attitude toward the understanding expression. Similarly, Pelsmacker and Geuens (1997)
argued that emotional advertisement has a positive increased over the time because
advertisers use a refined emotional or image-oriented’ strategy. Venkatraman et al.
(1990) revealed that the advertisement appeal and product evaluations and message
judgments mediated by the product attributes have a positive impact on consumer buying
bahaviour. Mishra (2009) showed that advertisement appeal (emotional and rational) has
a significant effect on the mindset of the respondents. Based on it, this study develops the
following hypothesis:
H4: There is a positive relationship between advertising appeals and consumer buying
behavior.

Celebrity association

Ahmed et al. (2015) found that celebrity association is a positive relationship with the
buying behavior and brand perception as well. Further, the study also concluded that
there is a significant impact of celebrity endorsement on the buying behavior. Khan et al.
(2016) concluded that the celebrities in advertisement have a significant and greater
impact on consumer buying behavior and their purchase intention. Khatri (2006) revealed
that the celebrity endorsement has positively influenced to attract the customers.
McCracken (1989) found that there is a positive relationship between famous celebrities
comparably with the non-endorsed celebrities and consumer buying behavior.
Jayantsonwalker et al. (2011) identified that there is a positive impact on target market
companies are now using celebrities to make their brands prominent, recognizable and
remember by viewers because people are more attractive towards celebrities and can
easily retain their message. Gupta (2009) found that celebrity association has a significant
image of brand in the minds of consumers over competitive brands present in the market.
Based on it, this study develops the following hypothesis:
H5: There is a positive relationship between celebrity endorsement and consumer buying
behavior.

1.6 Organization of the study

Organization of the study describes the whole design of the study. It is the examination of
how individual construct structures, processes, and practices and how these, in turn,
shape whole research project. It comprises different areas that deal with the different
aspects of the research report.

The study has been organized in five different chapters. Chapter one to five consists of
introduction, reviews of literature, research methodology, data analysis and presentation,
summary, major findings, conclusions and recommendations respectively. The overall
background of the study, statements of the problem, major and specific objectives of the
study, significance of the study, hypothesis to be tested and organization of the study
presented in chapter one. Similarly, chapter two includes the conceptual framework,
review of literature related to studies in global context as well as the review of studies in
Nepalese context. Besides, this chapter ends up with concluding remarks associated with
findings and major ideas of the studies. The chapter three deals with research
methodology which describes about tools and techniques used to collect data and
different method to analyze those data. This chapter deals with research design, sources
and nature of data and information, selection of enterprises, method of analysis and
specification of the variables employed in the model and conclusion along with the
limitation of the study. The chapter four introduces the main aspects of the study and
focuses the systematic presentation, analysis and discussion of data. This chapter
empirically examines the impact of TV advertisement on consumer buying behavior two
wheelers in Kathmandu valley. Finally, chapter five provides summary of overview on all
works that carried out in chapter one through four including major conclusion. This
chapter also includes a separate section for recommendations and scope for future based
on major findings of the study and bibliography are also presented at the end of the study.
 Chapter II
Literature review and theoretical framework

The aim of this chapter is to present a review of empirical studies relevant to current
study, in order to provide background information and justification for the study
framework. This chapter gives the clear understanding about the studies that have been
carried out previously in the context of both the developed and underdeveloped countries.
It is divided into three sections. First section consists of an in-depth review of related
studies in the context of both developed and emerging country around the globe with
major and recent studies and deals with a brief review of empirical studies in the context
of Nepal. Second section presents the conceptual framework. And, finally the third
section highlights the concluding remarks on the conceptual and empirical review. The
details about these sections dealt in the following chapter.
2.1 Review of related literature

In terms of a literature review, “the literature” means the works the researcher consulted
in order to understand and investigate research problem. Review is a process of
systematic, meticulous and critical summary of the published literature in the researcher’s
field of study. A literature review is a concise overview of what has been studied, argued
and established about a topic. It also entails about the major findings as well as reviewing
the tools and techniques used by the previous studies.

Review of literature is, thus, an essential part of all research studies. It is a way to
discover what other research in the area of our problem has uncovered. A critical review
of the literature helps to develop a thorough understanding and insight into previous
research works that relates to our study. It is also way to avoid investigating problems
that have already been definitely answered. It is believed that the review of literature is
helpful to show the needs of the research work and to justify the work. The available
empirical literature is surveyed into three categories that are review of major literatures,
review of recent literatures, and review done in context of Nepal. It has been organized as
under:
2.1.1 Review of major literature
2.1.2 Review of recent literature
2.1.3 Review of Nepalese literature
2.1.1 Review of major literature
There were various studies that were carried out on the impact of television
advertisement on consumer buying behavior of two wheelers. The review of major
studies related to the impact of television advertisement on consumer buying behavior of
two wheelers shown in table 2.1.
Table 2.1: Review of major literature
Study Major findings
Rehman et al. (2014) Advertising has positive and statistically significant effects on
consumers buying behavior.
Hameed et al (2014) There is positive impact of TV advertisement on children buying
behavior.
Singh et al. (2014) The urban consumer is more brand and style conscious
compared to its rural counterpart, which prioritizes functionality
and price more.
Hemamalini & Kurup (2014) There is a significant relationship between the dependent
variable purchase intent and independent variables involvement,
message and celebrity.
Kumar et al.(2014) There is a significant differences were found in income level by
the different brand dimensions like social, culture and there is no
statistically significant difference in dimension of Personal and
psychological.
Sindhya (2013) The level of awareness of the effect of advertisement is
comparatively better than expected among the student teachers.

Sonkusare (2013) Television advertising played a vital role in buying behavior of

women’s consumer in Chandrapur city.
Rai (2013) The advertisement influence the behavior and attitude formation
of consumers not only inIndia but also worldwide.
Lalitha and Panchanatham The rural markets attained significance as the overall growth of
(2013) the economy has resulted into substantial increase in the
purchasing power of the rural communities.
Niazi et al (2012) There is a positive relationship of emotional response with
consumer buying behavior and no relationship between
environmental response and consumer buying behavior.
Pughazhendi & Ravindran The respondents were influenced by celebrity-product
(2012) endorsement in terms of buying decision process or product
choice.
Majeed and Razzak (2011) Repetition and perceived quality has asignificant impact on
purchase decision of detergent powder but celebrity endorsement
did not play important role in purchase decision of consumer.
Ansari (2011) There is a positive impact of TVadvertisement on customers'
 attention to advertisement, interest for purchasing, desire for
purchasing, action ofpurchasing and customers' satisfactions.
El-Adly (2010) The study showed that the more negative the attitudes to TV
advertisement, the greater the intensity of TV ads avoidance and
vice versa.
Chowdhury et al. (2006) Entertainment, informativeness, irritation have not shown direct
positive and significant influence on consumer attitude toward
mobile advertisement, where credibility has shown direct
positive and significant influence on consumer attitude toward
mobile ads.
Ayanwale et al. (2005) The study also showed that advertising of various kinds served
as the respondents’ major source of awareness of Bournvita.

Rehman et al. (2014) examined the effect of advertising and some factors of rural areas
on consumers buying behavior. The study used questionnaires based survey to collect
data in rural areas of Lakki Marwat with a sample size of 500 students, teachers and
professionals. The collected data were analyzed through correlation statistics and simple
regressions. The results indicated that advertising has positive and statistically significant
effects, while, the factors of rural areas have negative but statistically significant effects
on consumers buying behavior. Further, advertising was positively but factors of rural
areas were negatively correlated with consumers buying behavior.

Hameed et al. (2014) investigated the impact of television advertisements on children

buying behavior. A questionnaire was used in order to collect data on impact of television
advertisement on children buying behavior. 5 point Likert scale questionnaire was
designed. Different cities of Punjab were visited in order to collect the data. The data
collected were analyzed through descriptive statistics and correlation and regression,
ANOVA. The study covered 250 participants of different cities of Punjab.The respondent
agreed with this statement that there were positive impact of TV advertisement on
children buying behavior. The other tests like ANOVA and t-test also described that there
were positive impact of TV advertisement on children buying behavior. This type of
study was necessary for every type of company who wanted to increase their sales
volume. So, the study would have very helpful for companies.

Hemamalini & Kurup (2014) assessed the effectiveness of television advertisement on

purchase intention of consumers. The study is based on primary data and secondary data.
The respondents were from the graduation and post graduation college students in
Chennai. The primary data was collected through questionnaires and the Secondary data
were collected from books, journals, news papers and websites. The study was done by
50 respondents, who were under graduates and post graduate students in colleges. The
data was analyzed through weighted average method, Chi-square, factor analysis.
Descriptive research design was also followed in the study. In this study, three
hypotheses were recognized to test whether there are significant relationships between
the dependent variable purchase intent and independent variables involvement, message
and celebrity. The study identified the effectiveness of television advertisement on the
purchase intentions by the respondents.

Singh et al. (2014) examined the how the rural and urban population conceives the notion
of brand. The study aimed at comparing the buying behavior of rural & urban consumer
& find out their priorities while making a purchase decision regarding mobile
phones .The study had conducted through literature study as well as a questionnaire
administered survey of 200 respondents of different age groups, income & occupation
and has been analyzed through analytical hierarchy process to comply with the objectives
& also to draw conclusions. The study revealed that the urban consumer is more brand
and style conscious compared to its rural counterpart, who prioritizes functionality and
price more. The study showed that mobile phone brands are equally popular among the
people of both regions and the consumers trust the brand name. The study also found that
the key elements which influence the consumer behavior and can prove to be valuable to
mobile phone companies as well as market analysts.

Kumar et al. (2014) investigated the internal and external influences on consumers
purchasing decisions on cosmetic products in Tamilnadu and Kerala. The study was
based on primary method. It was also used questionnaire method for collection a data.
The questionnaires were given to 500 consumers who are all using cosmetics. Out of 500
consumers contacted, 412 questionnaires were received with required coverage and
details. The instruments of the study involved two parts: the first section of the
instrument consisted of forced-choice questions about demographic characteristics:
gender, marital status, age, occupation, monthly income level. The study generalized
thatstatistically significant differences were found in income level by the different brand
dimensions like social, culture and there is no statistically significant difference in
dimension of Personal and psychological.

Sindhya (2013) investigated the impact of advertising on the consumer preferences and
loyalty in regards to the product/service promotion of different products among student
teachers of Kerala. The primary method of analysis for the study was focused on the
information gathered from the respondents. The Survey method was used for the study
which is supported by interview on a sample of 200 student teachers selected from two
colleges in rural and urban based. The questionnaire was prepared which consists of four
sections comprising: basic characteristics of the respondents for their identification; the
perceived methods that the product uses for addressing the needs of their target
consumers; the consumers' preferences and loyalty with regards to information on the
product; and the effects of the product's advertisements to the consumers. The data was
analyzed using statistical methods. The study revealed that the level of awareness of the
effect of advertisement is comparatively better than expected among the student teachers.

Sonkusare (2013) investigated the impact of television advertising and on women

consumers’ buying behavior. The study was based on primary and secondary or both
methods. The Primary data collected from 30 respondents from Chandrapur City.
Structured questionnaires had been framed contained 10 questions which asked to women
consumers. The secondary data collected from books, websites, articles, television etc.
Finally some Finding, limitations, conclusions & suggestion had been written in this
paper. Maximum women consumers influenced by word-of-mouth in Chandrapur city.
The study concluded that maximum number of women consumers were attracted towards
the marketing strategy through advertising. The study showed that television advertising
played a vital role in buying behavior of women’s consumer in Chandrapur city.

Rai (2013) examined the impact of advertising on consumer behaviour and attitude with
reference to consumer durables. The study was based on primary and secondary data
method. The primary data was collected by preparing a questionnaire. Secondary data
was gathered from published sources such as standard text books, magazines and
internets. In the sample of advertisements that was analyzed; only some were viewed as
including global culture symbols compared with maximum in the other countries. The
spread of global symbols, however, does not necessarily include homogeneity of people’s
habits or values. In practice, notwithstanding the worldwide reach of television and the
Internet, in many areas of people’s lives, in consumption or entertainment habits, be it
music or sports, the people of different nations continue to have different habits, tastes,
and loyalties. Instead of causing homogenization, globalization is the reason for the
revival of local cultural identities indifferent parts of the world. The study found that
advertisement worldwide has influenced the behavior and attitude formation of
consumers.

Lalitha and Panchanatham (2013) investigated the impact of TV advertisement on the

buying behaviour of rural consumers. The study was based on both primary data and
secondary data method. Primary data collected from 60 respondents using a well-
structured questionnaire. The survey was done in Annur village in Coimbatore district.
The sample consumers were selected using convenience sampling method. The
secondary data were collected from books, journals and websites. The study showed that
rural markets attained significance, as the overall growth of the economy has resulted into
substantial increase in the purchasing power of the rural communities.

Niazi et al (2012) examined the relationship between environmental response and

emotional response which are independent variables with dependent variable i.e.
consumer buying behavior. The study was used primary method for collection data. The
consumers who used different types of telecom services and who shop new services from
their franchises, head office, in twin cities (Islamabad and Rawalpindi) of Pakistan were
taken as the population of this study. A convenient sample (probability sampling method)
was used. Total 200 questionnaires were distributed to consumers who filled the
questionnaire on deliberately. When 50 questionnaires were filled then the reliability of
the instrument was checked and the value of alpha was found 0.71. SPSS version 16.0
was used for the analysis of these responses. The study was also used multiple regression
method. The study showed that there is positive relationship of emotional response with
consumer buying behavior and no relationship between environmental response and
consumer buying behavior.
Pughazhendi & Ravindran (2012) investigated the influence of using celebrity
endorsements on consumer buying behaviour in Tamil Nadu. The study was based on
empirical approach. A convenience samples of 200 students from various colleges in
Coimbatore region. Exploratory and descriptive analysis and one sample t-test used to
analyze the data. The study found that the respondents were influenced by celebrity-
product endorsement in terms of buying decision process or product choice. Differences
in celebrity’s gender were found to be varied with respect to the endorsed products and
the target audience characteristics.

Majeed and Razzak (2011) examined the impact of television advertisement repetition,
celebrity endorsement and perceived quality on consumer purchase decision. Quantitative
approach is used in the study to justify results. The study was based on primary method.
Data were collected from 150 female respondents of Karachi through questionnaire.
Multiple regression analysis was applied to find out the impact of all three independent
variables on dependent variables. The independent variables of the study are
advertisement repetition, celebrity endorsement and perceived quality whereas purchase
decision has been taken as the dependent variable. The results showed that advertisement
repetition, and perceived quality has a positive significant impact on purchase decision of
deterge powder but celebrity endorsement did not influence consumer purchase decision
of detergent powder.

Ansari (2011) examined the effects of TV advertisement on customers' attention to

advertisement, interest for purchasing, desire for purchasing, action of purchasing and
eventually customers' satisfaction in Babol city. The study used AIDAS model as a
hierarchy of effects model in advertising for investigation the effects of TV advertisement
on customers' purchasing and satisfaction. The study can be categorized as descriptive
research based on the method of obtaining the considered data. Since, the data were made
for studying the distribution of statistical population characteristics through sampling of
population, the study was a survey done on the basis of cross sectional method. The study
provided interesting findings through regression analysis. The study predicted positive
impact of TVadvertisement on customers' attention to advertisement, interest for
purchasing, desire for purchasing, action ofpurchasing and customers' satisfactions. The
results showed that the TV advertisement was effective in taking attention of customers,
creating interest, desire and action of purchasing. Also, the study revealed that the
customers were satisfied from purchasing Avishan’s products.

El-Adly (2010) examined the impact of advertising attitudes on the intensity of TV

advertisements avoiding behavior. The study was based on primary method. The study is
mainly based on a questionnaire survey. A total of 400 questionnaires were collected,
which 364 completed questionnaires were used in the data analysis. Of the 364
respondents, few were males and maximum were females. It contributed to the very
limited literature in the field of TV ads avoiding behavior through comparing light and
heavy TV ads avoiders in terms of their attitudes to TV ads. Discriminate analysis was
used to discriminate between these two groups of TV ads avoiders and then t-test was
used to investigate the hypothesis related to their attitudes to TV advertisements.
Principal component factor analysis was also used to identify the different factors of
attitudes towards TV ads. The study showed that the more negative the attitudes to TV
advertisement, the greater the intensity of TV ads avoidance and vice versa.

Chowdhury et al. (2006) examined the effects of some important constructs on consumer
attitude toward mobile advertising. The study was based on primary method. A total of
318 responses were collected by using questionnaire in different group of people. The
removal of outliers and records with missing values left 309 responses. A total of 309
questionnaires were subsequently used for data analysis. The responses included 258
males and 51 females. Data were analyzed via structural equation models using analysis
of moment structures which is a computer program. A research framework was
constructed to illustrate the factors affecting consumer attitudes toward SMS-based
advertisements in Bangladesh. The study found that entertainment, informativeness,
irritation have not shown direct positive and significant influence on consumer attitude
toward mobile advertisement. The study also found that the success of mobile advertising
activities strongly depends on message characteristics.
Ayanwale et al. (2005) examined the activities of Cadbury Nigeria PLC with respect to
branding and advertising of Bournvita which is the flagship of its products. The studywas
based on primary method. The study was based on a survey of 315 randomly selected
consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in Southwestern Nigeria,
examined the role played by advertising in influencing consumer’s preference for
Bournvita, which is one of the leading food drinks in the Food and Beverage industry in
Nigeria. The results revealed that both male and female and different age groups were
equally influenced by advertising in their preference for the brand. Furthermore, few of
the consumers showed preference for Bournvita out of the various brands of the food
drink studied. Similarly, TV advertising was most preferred by majority of the
respondents of all the media used in advertising Bournvita. Likewise, the need for high
preference to advertising is therefore highlighted for companies that want to not only
retain their market but take positive steps to increase their market share. The study
showed that advertising of various kinds served as the respondents’ major source of
awareness of Bournvita.
2.1.2 Review of recent literature

The review of recent studies related to the impact of TV advertisement on consumer

buying behavior of two wheelers shown in table 2.2.

Table 2.2: Review of recent literature

Study Major findings
Bamfo et al. (2019) Quality information, information intrusiveness and likable adverts
having positive and significant impact on children purchase
behaviour.
Chukwu et al. (2019) There is a significant and positive relationship between the
independent variables emotional response, environmental response
towards brand, brand awareness and sensory stimulated advertising
and dependent variable consumer buying behavior.
Thirumoorthi and Majority of the respondents are aware about the mobile phone sector
Boobalan (2019) and low majority of the respondent states that media is the main
important role in promoting the awareness level.
Sunderaraj (2018) There is no significant relationship between age and level of impact
 and it also indicated that impact of advertisements remains same at
the different age level of the students.
Mengko et al. (2018) Credibility, interactivity and informativeness have significant impact
on consumer buying behavior where one variable entertainment that
has no significant impact on consumer buying behavior.
Karim and Batool (2017) Emotional ads, online ads and repetition ads have enhance and
positive influence on customer buying behavior of mobile sector of
Pakistan.
Natarajan & Manimaran The study showed that the originator of a promoting battle to separate
(2016) itself from others and pull in viewers' considerations.
Tiwari (2016) Advertisement of OTC medicines has positive effect on the
awareness level of the people regarding OTC medicines but there was
a negative correlation of advertisement to change in the buying
behavior of OTC medicine.
Dhaliwal (2016) Advertisements have made significant attempts and positively
affected on consumer buying behavior in selling products.
Ul Zia (2016) There was a significant impact of advertising on the consumer buying
decision making.
Khan and Lodhi (2016) Celebrity endorsement is powerful marketing tools which have
significantly influence on their purchase decision.
Dulin (2016) Importance of the product advertisements, quality of the products,
usefulness of the product and the price of the product have
significantly affecting the consumer buying behavior.
Mohideen and Saravanan Television advertisements have significantly impact and effect on the
(2016) viewers.
Anjum et al. (2015). Television advertisements have strong and positive relationship
to consumers’ buying behavior pattern of Pakistani consumers.

Fatima & Lodhi (2015) There is a positive relationship between advertisement and consumer
buying behavior for the marketing of cosmetic goods.
Hassan (2015) The rural residents like the TV advertisements more than urban
resident and buying behavior of female individuals is more influenced
by the television advertisements than their male counterparts
Khuong & Nguyen Customers’ purchase intention was directly affected by customers
(2015) positive moods and indirectly influenced by customers trust,
customers interest and length of TVCs.
Khan (2015) There is no significant relationship of sale with purchase of skin care
products, and promotional gifts with purchase of skin care products.
Awan et al. (2015) The results found that advertisements have significant impact on
consumers’ buying behavior and their choices.

Bamfo et al. (2019) assessed the effect of television advertising on children’s purchasing
behaviour in Ghana. The study was based on primary method. The study adopted
quantitative method by collecting quantitative data using questionnaires with explanatory
research design. The population of the study had selected on children between the ages of
13 and 18 years who watched television adverts. The study was conducted on a sample of
230 respondents of which 202 responses, representing majority (87.83 percent) of
response rate were received and useable. Convenience and purposive sampling
techniques were adopted in selecting respondents. The data were using IBM SPSS
(statistical packages for social sciences) with the use of multiple linear regressions. The
study found that quality information, information intrusiveness and likable adverts having
positive and significant impacts on children purchase behaviour.

Chukwu et al. (2019) examined the impact of advertising on consumer buying behavior
in Enugu state Nigeria. The study adopted a survey research design through the
administration of structured questionnaire raised on a five point likert scale to the
sampled respondents for the study. The sample size of the study was determined by Taro
Yamane statistical formula. It involved collection of data from respondents through
questionnaire to test hypotheses. Multiple regression technique was used to test
hypotheses. The study findings showed that a significant and positive relationship lie
between the independent variables emotional response, environmental response towards
brand, brand awareness and sensory stimulated advertising and dependent variable
consumer buying behavior.

Thirumoorthi and Boobalan (2019) examined the buying behaviour on mobile phones
among rural consumers with special reference to Salem district. The study was based on
primary and secondary method. Exploratory research design had used to finding the
results. Survey method was also used for data collection from the rural consumers by
personal interview with the help of designed questionnaire. Questionnaire had confined
with closed ended question. The study focused on the rural consumer and 50 respondents
have been randomly in Salem district for the study. Primary data was collected from the
rural consumers with reference to Salem district at different regions based on the
convenience of the researcher. Secondary data was obtained from the various in
newspapers, magazines, and websites. The study found that small differences exist in the
profit level that implies the different groups prefer or opinion differs on consumer buying
behavior. The study found that majority of the respondents are aware about the mobile
phone sector and low majority of the respondent states that media is the main important
role in promoting the awareness level.

Sunderaraj (2018) examined the impact of advertisement on buying behavior of

consumers. The study was based on primary and secondary method. The primary data
was collected by preparing a questionnaire. Secondary data was gathered from published
sources such as standard text books, magazines and internets. Simple percentage analysis,
chi-square test, weighted arithmetic mean applied by the researcher to analysis the
primary data. The study showed that there was no relationship between age of the
respondents and level of impact of advertisement and there was no relationship between
income and satisfaction with advertised product at the time of using.

Mengko et al. (2018) investigated the impact of TV advertising towards consumer buying
behavior withdrawing taking e-commerce in Shopee Indonesia. The study was based on
primary and secondary method. The study has causal type of research which uses primary
data that obtained through questionnaires and uses ordinal regression analysis. The study
observed that people in Manado who have experienced using Shopee Indonesia with 80
respondents as the sample size. Secondary data was collected from the various theories,
books, journals, relevant literature from library, internet and related data. The study
showed that credibility, interactivity and informativeness have significant impact on
consumer buying behavior where one variable entertainment that has insignificant impact
on consumer buying behavior.
Karim and Batool (2017) examined the impact of emotional ads, online ads and repetition
ads on customer buying behavior. The study was based on primary method.
Questionnaire had been used to collect the primary data from respondents. Total 380
questionnaires were distributed to the respondents and 308 questionnaires were received
which are filled rightly. Sample of current study was 308 that can cover the general
opinion of people. The study has used simple convenient sampling method to collect the
data from respondents that is a valid method. The study was cross sectional and data was
gathered once in a period of almost two months. The study also used modified five point
Likert scale. The study was kept in consideration the study ethics related convenience for
male and female participation, their consent and trust during study. The data was
analyzed with statistical package for social science (SPSS). The study found that
emotional advertisement, online ads and repetition advertisement have enhance and
positive influence on customer buying behavior of mobile sector of Pakisan.

Natarajan & Manimaran (2016) examined the advertisement effects on rural women
consumers' buying behavior. The study has based on primary method. The information
gathered from urban and rural respondents. A sum of 1000 surveys (250 in each
regulatory division) was flowed among the respondents. Out of the gathered surveys, a
sum of 866 polls was viewed as fit for the examination. Out of these, 440 were from rural
and 426 were from urban respondents. The advertisement showed that plans to spread his
thoughts about the items and offerings among the prospective rural women consumers.
The modern world of marketing got correspondence the beautiful and immerse with
commercials. The study showed that the originator of a promoting battle to separate itself
from others and pull in viewers' considerations.

Tiwari (2016)investigated the effect of advertisement on buying behavior of OTC

medicines in Nepalese context. The study was based on the descriptive study design.
Data was collected from the 400 OTC consumers by using the structured questionnaire
survey. Systematic random sampling technique was used to select the respondents. The
study found that majority (41.2 percent) people were aware through the advertisement of
OTC medicines whereas some (32 percent) had purchased the OTC medicine after
watching the advertisement. Similarly, only few (14.8 percent) reported that they were
influenced by the advertisement and 46 percent said that advertisement of OTC medicine
had positive effect on the people as people are well informed regarding the medicines
through such advertisements. The data was analyzed through the statistical software
(SPSS) and data are presented in the tabular/diagrammatic forms. The study showed that
advertisement of OTC medicines has positive effect on the awareness level of the people
regarding OTC medicines but there was a negative correlation of advertisement to change
in the buying behavior of OTC medicine.

Dhaliwal (2016) examined the effect of advertising on consumer buying behavior in the
past decade. The study was based on primary and secondary method. Advertisements
from this earlier period used modern techniques and were primarily informative.
Advertising research styles involved and advanced, partly through the influence of
improved technology and access to advanced theories and methods. Advertisement
played an important role in modern era as it shaped the attitudes and perceptions of
individuals and society which strikingly influenced the customer buying behavior. All the
big guns have made significant attempts to ensure quality advertisement and fabrication
of strong consumer perception through suitable ways that positively affected the
consumer buying behavior because people get knowledge about product through
advertisement and other promotional tools and developed perception through company‘s
activities and his previous experience with that company and past purchase
accordingly.The study showed that advertising on the behavior of consumer plays an
important role in selling products.

Ul Zia (2016) examined the role of advertising on consumer buying decision in Pakistan.
The Study was based on primary data only which was collected through structured
questionnaire. The sample was chosen by selecting the University of the Punjab students.
150students sample was chosen for which the questionnaire was distributed among
170students. The samples were based on convenient sampling method. The data was
gathered by analyzed with appropriate statistical tools like, correlation, regression and
one sample T-test. The study found that advertisement changed the decisions of
customers for the product. The analysis of the data showed that there was a significant
impact of advertising on the consumer buying decision making.
Khan and Lodhi (2016) examined the influence of celebrity endorsement on purchase
decision of consumers towards faced care products. The study was based on primary and
secondary method. Primary data was collected from the questionnaires through
convenience sampling which is consisted of close ended questions covering up the
research questions of the study. However, secondary data was also collected from
existing journals, articles and internet in forming questionnaire and for the authentication
of face care brands and celebrities being endorsed in them. Questionnaires were given to
200 respondents. Out of 200, 193 responses were collected. Out of 193, 100 responses
were collected manually while 93 responses were collected through online. The sample
size is 200 and responses were collected from people with different age group and
preferences. Software SPSS (Statistical Package for social science) was also used for the
findings of the study while pie charts representation was used for the interpretation of the
findings. The study found that celebrity endorsement is a powerful marketing tool which
is always a centre of attraction to most of the consumers. So, the study concluded that
celebrity endorsed advertisements have significantly influence on their purchase decision.

Dulin (2016)examined to determine the impact of advertising on consumer buying

behavior.Samples of one hundred fifty respondents were considered in the study taken
from the different sectors of the community in Tuguegarao city. The descriptive research
design was used in the study. The questionnaire was the main instrument used to gather
relevant data needed in the study and accompanied by personal interviews. The top 5
advertising techniques considered by the respondents as a source of information and
influence in their consumer buying behavior are emotional appeal, promotional
advertising, facts and statistics, bribe and unfinished advertisement. The used of
endorsements by celebrities is least advertising technique considered by the consumers
The study found that overall quality of the feature of the products affecting the
consumers’ buying behavior and the last was popularity and familiarity of the product.

Mohideen and Saravanan (2016) examined the impact of television advertisement on

purchase decisions of consumer durable goods in Tiruchirappalli district. The study is
based on the survey method which uses both primary and secondary data. The study
adopts convenience sampling method of non-probability sampling technique and the
sample size is 720 respondents residing in Tiruchirappalli district. The interview schedule
was structured with 55 questions. The schedule was framed under three headings namely
personal information, Preference of TV advertisement and impact of TV advertisement in
buying decisions. The study was used both primary and secondary method. Primary data
were collected from the respondents through questionnaire and secondary data have been
collected from various websites, articles, journals and books.Percentage analysis and
weighted average correlation analysis were used for analysis. The study concluded that
television advertisements have significantly impact and effect on the viewers.

Anjum et al. (2015) examined the impact of television advertisements on consumers’

buying behavior via moderating role of religiosity in the context of Pakistan. The relevant
data collected from 200 respondents through questionnaire. The survey instrument
included a list of 30 statements on a five-point scale. The model regression analysis was
carried out with the help of SPSS which revealed the positive relationship between
television advertisement and consumer buying behavior in the presence of women. The
study showed that television advertisements have strong and positive relationship to
consumers’ buying behavior pattern.However, religiosity changes this relationship by
portrayal women in television advertisements due to their religious beliefs.

Fatima & Lodhi (2015) examined the impact of advertisements on the buying behavior of
the people in cosmetic industry. The study was based on primary method. The study was
conducted on the 200 young male or female who use different brands of cosmetics to
check the influence of advertisement on their buying behavior while creating the
awareness and building the perceptions. Correlation and regression analysis were used to
identify the relationship between these variables. The results provided the new way to
managers to devise suitable strategy for the marketing of cosmetic products. The results
showed that advertisements are very useful in creating the awareness among the people
but they are failed to build strong perceptions in the mind of consumers. Both of these
variables such as consumer awareness and consumer perceptions will motivate the
consumer to buy a certain product, as there is a positive relationship present in between
them.
Hassan (2015) examined the relationship between TV advertising and consumer buying
behavior. The study also compares the effect of TV advertisements among the males and
females. The data was obtained from the general public of Gujranwala city and its nearby
villages. A sample of 400 questionnaires were circulated and out of these 302 responses
recorded and compared. The study indicated that rural residents like the TV
advertisements more than urban residents. It was also concluded that urban residents do
not purchase the goods unless they do not actually need it. The study also portrayed that
both gender groups and both residents think good when they look at the ad of the product
that they are by now using or having. The study concluded that buying behaviour of
female individuals is more influenced by the television advertisements than their male
counterparts

Khuong & Nguyen (2015) examined the effect of television commercials (TVC) on
customers’ purchase intention to help improve sales for the milk industry. The study
applied the multivariate statistical techniques with factor analysis, standard multiple
regression and path analysis to investigate the relationships among variables of
customers‟ purchase intention model. Interpretation and recommendations were proposed
basing on the empirical findings of the research.Quantitative approach was applied with
300 respondents who often used milk products and watched the TVCs about milk
products of Anlene, Vinamilk, Dutch Lady Complete milk, Dumex milk, Dielac
Optimum milk and Dutch Lady fresh milk. The results revealed that all factors of
commercials positively correlated with customers’ purchase intention. Moreover, the
study argued that in order to gain higher customers’ purchase intention, marketers and
commercials makers should pay more intention on the repetition of TVC on air,
concentrate on building trust in customers’ mind and perception, and create meaningful
advertising message.

Khan (2015) investigated the impact of advertising and sales promotion on the women
skincare uses in Jabalpur city. The study was based on primary method. The descriptive
research was used out by applying the survey method. Questionnaires were distributed
and self-administered to 125 respondents. Ranking and Chi-square method was also used
in the study. The sample size of 125 respondents included only women skin care users
both working &non-working. Data was collected from women skincare users living in
Jabalpur. The data collected covered the impact of important factors to pay attention to a
skin care product advertisement. The study found that skin care indicated that there is no
significant relationship between the sale and purchase of skin care products and also there
is no significant relationship promotional gifts and purchase of skin care products. There
is a significant relationship between the recommendation of a sale professional and
purchase of skin care products.

Awan et al. (2015) examined the effects of advertisement on consumer’s buying behavior
with references to FMCGs in southern Punjab-Pakistan. The study was used both primary
& secondary data. Primary data from the survey and secondary data was collected from
research papers, books, journals, internet, and magazines etc. The study design was also
used on the cross sectional data that was collected through field survey with the help of
questionnaire by using 5 point Likert scale. 250 questionnaires were distributed in five
cities of southern Punjab (Bahawalpur, Layyah, Tounsa, Bhakhar and Multan), as a
sample, and received 231 complete questionnaires from respondents after field survey.
The study contained one dependent (consumer buying behavior) and five independent
variables (Necessity, Pleasure, Dominance, Brand Recall and Stimulation).Data was
analyzed by using different statistical techniques such as descriptive statistic, Correlation
analysis, and regression analysis. The results found that advertisements have significant
impact on consumers’ buying behavior and their choices.

2.1.3 Review of Nepalese literature

The review of Nepalese studies related to the impact of TV advertisement on consumer

buying behavior of two wheelers is shown in table 2.3.
Table 2.3 Review of Nepalese literature
Study Major findings
Neupane (2019) TV advertisements have been found more popular as compared to
radio, print and other media.
Adhikari and Biswakarma Attitude of Nepalese youths has significant effect on purchase
(2017) intention towards counterfeit apparels and accessories.
Baniya (2017) Physical attractiveness, source credibility expertise and celebrity
 brand match up has positive impact on developing attitude towards
the brand.
Rana (2016) People are more influenced by word of mouth and opinion given by
the people they know on facebook and it substantially affects their
buying behavior.
Sharma et al. (2016) The result found that un-affordability of organic food is one of the
major constraints/barriers of the study.
Adhikari (2016) The correlation analysis showed that there is a significant
association between advertisement among online, offline and
electronic media.
Thagunna and Khanal Value identification, customer service, lifestyle, age, brand
(2013) awareness, accurate information were the most influential factors for
Nepalese women’s purchasing decisions.
Kharel (2013) There is positive relationship between product packaging and
consumer’s purchase decision.
Dhungel (2013) There is a positive relationship between brand image and consumer
buying behavior.
Bhulon (2010) The finding included consumer’s first preference goes to quality,
taste and brand name and only the moderate level of preference to
availability, advertisement and price.
Aryal et al. (2009) Consumers’ willingness to purchase influenced by limited and
erratic supply, higher price, very limited access and information,
perceived quality.

Neupane (2019) examined the advertising and its effects on consumer behavior in
Kathmandu valley. The study had adopted descriptive and analytical research design.
Populations of the study were people of Kathmandu valley. The sample of 115
questionnaires were distributed and out of these 110 responses recorded and compared.
Semi structured questionnaires had been framed that contained 25 questions which has
been asked to consumers of different age groups, gender, education and occupation using
convenience sampling from urban and suburban area of Kathmandu valley. Percentage
analysis was carried out to test the preferences of advertisement media with the help MS
excel which revealed relationship between advertisement media and consumer buying
behavior. The result showed that respondents like preferred TV advertisements have been
found more popular as compared to radio, print and other media.

Adhikari and Biswakarma (2017) examined the determinants of the purchase intention of
Nepalese youth towards counterfeit apparels and accessories. The study was based on
primary method. The study also adopted the descriptive and explanatory method. The
study was based on the self-administered questionnaire survey to the youths in
Kathmandu valley, Nepal. A sample of 150 consumers was considered wherein 112
respondents’ responded. The purchase intention is significantly correlated with all the
independent variables (i.e. attitude, perceived behavior control, personal gratification,
social norms, price and social influence). The study found that attitude of Nepalese
youths has significant effect on purchase intention (in terms of annual expenditure on
counterfeit) toward counterfeit apparels and accessories.

Baniya (2017) examined the effects of components of celebrity endorsement (physical

attractiveness, source creditability trustworthiness, source credibility expertise, and
celebrity brand match up) on customers’ brand loyalty. The study was based on primary
method. 300 questionnaires were distributed to the general consumers residing in
Kathmandu valley. 220 general customers of branded products participated in the study.
A simple stimulus was developed in form of a section in the questionnaire where ‘name
of the celebrity’ and advertisement that celebrity appeared in, were listed. Thirteen
advertisements regularly shown in media with celebrities name alongside were listed. The
respondents were selected conveniently based on their exposure to advertisements.
Multiple regression analyses were conducted to test hypotheses. The result showed that
physical attractiveness, source credibility expertise and celebrity brand match up has
positive impact on developing attitude towards the brand.

Rana (2016) examined the facebook marketing and its influence on consumer buying
behaviour in Kathmandu valley. The study was based on primary and secondary method.
The study focused to answer the question based on a study regarding the online activities
of 200 facebook users, by identifying and understanding the consumers buying behaviour
varied with different factors like age, gender, occupation, income and how different
factors related to facebook have influenced the respondents’ perception of facebook
marketing in Kathmandu valley. The secondary data was collected from several reports,
past study, published articles, books, newspaper, website and journals. The study was
used mathematical tool; SPSS and Microsoft excel to present the data into quantitative
form. The found that people are more influenced by word of mouth and opinion given by
the people they know on facebook and it substantially affects their buying behavior.

Sharma et al. (2016) examined the major factor influencing the attitude and purchase
decision among the consumers on organic foods in Kathmandu valley. The data were
collected from the consumers of Kathmandu valley, with the sample size of one hundred
and sixty (160) respondents who have little, partial or complete idea about the organic
food and have at least bought the organic food once. A close ended questionnaire
developed to study awareness, attitude and the purchase behavior of customers towards
the organic foods. Descriptive as well as inferential analyses (t-test, f-test, and
correlation) used for the entire analysis of data. The result found that un-affordability of
organic food is one of the major constraints/barriers of the study. It seemed that organic
sellers need to educate consumers about the reasons for charging premium price. By
recognizing the appropriate customer segment, both the marketers and the sellers have to
focus more on key marketing aspects for uphold the highest level of organic food
consumers’ satisfaction in Kathmandu valley.

Adhikari (2016) examined the effectiveness of advertising and sales promotion on buying
decision of smart phones in Kathmandu valley. The study was based on primary and
secondary method. The study was conducted using quantitative as well as qualitative
method. Quantitative data have collected with the help of questionnaire. The entire data
have collected by distributing structured questionnaire to the 150 respondents within
Kathmandu valley. The study design was descriptive as well as analytical. The outcome
generated from descriptive statistic is that, most of the respondents own Samsung phone
followed by iPhone and Online media was considered as the most effective adverting tool
among other two.The data collected from the questionnaire was analyzed using the
mathematical tools and the result is presented in tables for clear understanding to the
reader. Likewise, secondary data was acquired through journals, books, websites etc. for
literature review. The collected data were logically and systematically entered using
SPSS software and analysis done as per the requirement of study. The study found that
there is insignificant relationship between gender and trust of information towards
advertisement. Similarly, online, offline and electronic media have an insignificant
association between genders, whereas influence through the advertisement of a brand has
a significant association among age. Further, the correlation analysis showed that there is
a significant association between advertisement among online, offline and electronic
media

Thagunna and Khanal (2013) investigated the various dimensions of buying behavior of
Nepalese women while making purchasing decisions. The study was a based on primary
and secondary method. The primary data were collected from 100 customers of various
age groups, from the few different locations of Kathmandu. Secondary data were
gathered through the internet via various literary websites, electronic books and journals,
in order to obtain and use the information collected and uploaded by other people.A
questionnaire comprised of 22 questions had been constructed and used for the survey.
The questionnaire was framed in the 5- point Likert scale from 1-Strongly Disagree to 5-
Strongly Agree. The primary data was collected at prime shopping malls, food courts,
retail outlets, entertainment parks and other public areas of the city, in order to study the
buying behavior of Nepalese women from various age groups, in Kathmandu. The study
found that value identification, customer service, lifestyle, age, brand awareness, accurate
information were the most influential factors for Nepalese women’s purchasing
decisions.

Kharel (2013) analyzed the consumer’s perception towards packaged food Level:
information and effect on their purchase decision in Kathmandu. The study showed that
whether people are highly educated or low educated their purchase decision is influenced
by packaging. The study also found health claims of the products influences in
purchasing decisions. Further, it revealed that there is positive relationship between
product packaging and consumer’s purchase decision.
Dhungel (2013) investigated the consumer buying behavior for low involvement
Goodsinthe context of Bhaktapur district. The main reason of the study is to see how
people in their life stage are affected when it comes to purchase behavior. The study
intends to see whether the amount of money spend or occupation will affect their
purchase decision. The study found that many people are considered brand conscious.
They tend to prioritize price over brand at the time of low involvement group. Females’
age group of 29 to 39 years is more active in shopping low involvement products.
Therefore, the study also found that occupation of the consumer influences the buying
decision of low involvement goods.

Bhulon (2010) carried a study on buyer’s behavior on cold drinks in Nepal. The study
concluded that the consumer’s first preference goes to quality, taste and brand name and
only the moderate level of preference to availability, advertisement and price. The study
showed that 41.33% of the respondents like advertisements based on the Nepalese
folksong, while 21.33% of respondents like cartoon picture advertisement, 20% like
advertisements with Nepalese model and 17.33% like foreign advertisements. From the
analysis it may be inferred that the cold drink users primarily like folk song base
advertisements while there are sufficient number of respondents who like other forms of
advertisements. The study also showed that the consumers often try other brands. As
almost half of the respondents changed their brand to find new taste.

Aryal et al. (2009) examined the willingness to pay a price premium for organic products
in Kathmandu Valley. The study was based on primary method. The Nepal Perm culture
Group surveyed 180 consumers using semi-structured questionnaires to examine peoples’
perception about organic products and assess their willingness to pay for such products.
The questionnaire was developed through pre-testing of each question via personal
interviews with the consumers. The collected data were then analyzed both quantitatively
and qualitatively. The study revealed that all respondents are willing to pay price
premium, but the level of acceptability varied considerably. The sample size depended on
the characteristics of the population, the sampling techniques and selection of variables
and statistical confidence levels. The study found that consumers willingness to purchase
influenced by limited and erratic supply, higher price, very limited access and
information, perceived quality.

2.2 Conceptual framework

A conceptual framework is an analytical tool with several variations and contexts.

Conceptual framework of the study describes the systematic explanation of the
relationship among the dependent and independent variables for the purpose of impact of
TV advertisement on consumer buying behavior of two wheelers in Kathmandu valley. It
is a theoretical structure of assumptions, principles and rules that is used to make
conceptual distinctions and organize ideas. Strong conceptual frameworks capture
something real and do this in a way that is easy to remember and apply. Conceptual
framework is a type of intermediate theory that attempts to connect to all the aspects of
the inquiry with problem definition, purpose, literature review, methodology, data
collections and analysis. It can act like a map like give coherence to empirical inquiry is
the conceptual framework are potentially so close to empirical inquiry, take different
forms depending upon the research question or problem. It helps to determine and define
the focus and goal of the research problem. Based on the objective of the study and the
literature review following conceptual framework is framed to summarize the main focus
and scope in terms of variables included.

This section introduces a conceptual framework suited in the context of Nepal, and
explains the impact of TV advertisement on consumer buying behavior of two wheelers
in Kathmandu valley. The conceptual framework of this study includes consumer buying
behavior used as the dependents variables. Likewise, independent variables are
credibility, repetition, informativeness, advertising appeals and celebrity
association.Thus, the following conceptual model is framed to summarize the main focus
and scope of this study in terms of variables included. The conceptual frameworks that
describe the dependent and independent variables used in the study are shown in the
Figure 2.1
 Figure 2.1: Conceptual framework
(This figure shows the conceptual framework of the study. Dependent variables are consumer buying
behavior. On the other hand, credibility, repetition, informativeness, advertising appeals and celebrity
association are the independent variables. The main issue is an investigation of the impact of TV
advertisement that exists between the consumer buying behavior and each of the other explanatory
variables that have been identified through literature and theory. )

Independent variables

Credibility
Repetition Dependent variable
Informativeness
Advertising appeals Consumer buying
Celebrity association behavior

Figure 2.1 shows the conceptual framework of the research study where consumer buying
behavior is the dependent variable and wherecredibility, repetition, informativeness,
advertising appeals and celebrity association are the independent variable. The study
helps to examine the relationship between dependent variable and independent variables.

2.3 Concluding remarks

Various studies have been concluded offering many theories about how different
factorimpact on consumer buying behavior of two wheelers in Kathmandu valley. Based
on different literatures, this study attempts to analyze the impact of TV advertisement on
consumer buying behavior of two wheelers in Kathmandu valley. The analysis from all
above study has tried to see the impact of those five independent variables (Credibility,
repetition, informativeness, advertising appeals and celebrity association) upon the one
dependent variable (consumer buying behavior).
Review of different literatures reveal that different period of time determining the forces
influencing on consumer buying behavior of two wheelers. Based on the review of all
literatures related with study, certain research gaps were found. Chukwu et al.(2019)
showed that a significant and positive relationship lie between the independent variables
emotional response, environmental response towards brand, brand awareness and sensory
stimulated advertising and dependent variable consumer buying behavior. Furthermore,
Majeed and Razzak (2011) showed that advertisement repetition and perceived quality
has asignificant impact on purchase decision of detergent powder but celebrity
endorsement did not play important role in purchase decision of consumer. Similarly,
Chowdhury et al. (2006) showed that entertainment, informativeness, irritation have not
shown direct positive and significant influence on consumer attitude toward mobile ads,
where only one variable (credibility) has shown direct positive and significant influence
on consumer attitude toward mobile advertisement.Likewise, Karim and Batool
(2017)found that emotional ads, online ads and repetition ads have enhance and positive
influence on customer buying behavior of mobile sector of Pakistan. Likewise, Neupane
(2019) indicated that respondents like preferred TV advertisements have been found
more popular as compared to Radio, Print and other media. Though there were several
studies on the consumer buying behavior, no such studies using the most recent data are
available in the Nepalese context. However, in relation with the present study there is
lacking study in Nepalese context as compared to various study that have been conducted
in international arena.

The intention to purchase and actual purchase of two wheelers was also found to be
unturned by many studies in Nepal. There were many studies had been conducted on
factors influencing on consumer buying decision of two wheelers in Nepal but there were
very limited studies had been conducted regarding factors influencing on consumer
buying decision of two wheelers. Comprehensive studies are not conducted in countries
like Nepal.So, considering the research gap particularly in Nepal; this study proposes a
framework to determine the impact TV advertisement on consumer buying behavior in
Nepal which is identified as a major research gap.
 Chapter III

Research design and methodology

Research methodology is a systematic way to solve a problem. It is a science of studying

how research is to be carried out. Methodology may include the research strategy, the
research method, the research approach, methods of data collection, selection of the
sample, the research process, and the type of data analysis, the ethical considerations and
the research limitations of the project. Basically, the procedures by which researchers go
through their work of explaining, clarifying and predicting phenomena are called research
methodology. Before presenting the analysis and interpretation of data, it is necessary
that study methodology be described first. In the absence of methodology, it is likely that
the conclusions drawn may be misunderstood.

In this chapter, the context of the study is presented, which provides the background
against which the findings of the study were assessed from which reliability and
dependable conclusions were made. Thus, this chapter explains the methodology that is
employed in this study which is divided into nine sections. Section one provides a
description of research design, section two describes the description of the sample,
sections three describes instrumentation, section four describes the data collection
procedure and time frame, section five describes the method of data analysis, section six
describes the model specification, section seven describes the validity and reliability,
section eight describes the analysis plan, section nine describes the limitation of the
study.

3.1 Research design

Research designs namely descriptive and causal comparative have been adopted to deal
with the fundamental issues associated with various factors impacting consumer behavior
towards two wheelers in Kathmandu valley. This study has employed descriptive
research design to deal with the fact-finding and searching adequate information
associated with consumer behavior of stwo wheelers in Kathmandu valley. This research
design is a process of accumulating facts. It describes phenomenon as it exists. Such
design involves the systematic collection and presentation of data to give clear picture of
a particular situation.

The study also used causal comparative research design that helps to analyze the possible
cause and effect relationship between various dependent and the independent
variables.The causal comparative research design attempts to determine the impact of
credibility, repetition, informativeness, advertising appeals and celebrity association on
consumer buying behavior oftwo wheelers in Kathmandu valley.

3.2 Description of the sample

The study is based on primary sources of data and designed to measure the impact of TV
advertisement on consumer buying behavior of two wheelers in Kathmandu valley.
Population for the study was the general consumers in Kathmandu valley engaged in
different professional and different age group. Well-constructed questionnaires were
distributed to different age group people to collect their responses through online. Total
number of observations for the study consists of 192 respondents for analyzing the
relationship of credibility, repetition, informativeness, advertising appeals and celebrity
association with consumer buying behavior. For the selection of the sample respondents,
convenience sampling has been used.

A set of questionnaires shown in appendix was prepared and distributed to the general
consumers in Kathmandu valley.

3.3 Instrumentation

This study is based on primary data. Self-administered survey questionnaire was used as
the main primary data gathering instrument to impact of TV advertisement on consumer
buying behavior of two wheelers in Kathmandu valley. After the collection of
questionnaire, the responses derived from the questionnaire were coded in a simple form.
A coded file was prepared and analyzed through SPSS package and Microsoft Excel in
order to obtain the meaningful results from the primary data. Correlation and linear
regression tools were used in SPSS package in order to derive meaningful relationship
between credibility, repetition, informativeness, advertising appeals and celebrity
association among consumer of two wheelers in Kathmandu valley.

3.4 Data collection procedure

The study has been basically designed to understand the opinions of the respondents
regarding the impact of TV advertisement on consumer buying behavior of two wheelers
in Kathmandu valley. The primary data collection was done through questionnaire
survey. The questionnaire was divided into different sections where the first section
includes respondent’s personal details and rest of other section includes multiple choice
questions, ranking questions and Likert scale questions regarding the subject. Hence, the
questionnaires were used as a primary source of data collection and respondents are the
consumer in Kathmandu valley. Structured questionnaire was handed to each sampled of
different types of consumer in Kathmandu valley. Also, structured questionnaire was
filled up through online. Consumers were humbly requested to provide the degree of
agreement and disagreement in the five-point Likert scale questions ranging from (1-
Strongly disagree to 5-Strongly agree). The questionnaire used in the survey is presented
in the appendix.

3.5 Method of data analysis

This section gives a description on how the empirical data was used for research purpose
to study theimpact of TV advertisement on consumer buying behavior of two wheelers in
Kathmandu valley. Under the study, questionnaire was formulated to know about
consumer buying behavior among the different types of consumer in Kathmandu valley.
The methods of data analysis consist four sections. First includes primary data analysis
which includes summary of descriptive statistics associated with general information of
the respondents like gender, age group, education level, marital status and family size
along with the percentage frequency distribution of the general information of the
respondents. Cross tabulation on the basis of the strata of the respondents has been
performed in order to test for the significance of the response.

Second section analyses the descriptive statistics such as mean and weighted average
mean value of credibility, repetition, informativeness, advertising appeals and celebrity
association. These have been used to describe the characteristics of sample during the
period. Third section deals with Kendall’s Tau correlation coefficient which examines the
impact of TV advertisement on consumer buying behavior of two wheelers in Kathmandu
valley.

Similarly, fourth section deals with the regression analysis of primary data. A multiple
regression model was applied to estimate the relationship between dependent variables
i.e. consumer buying behavior with independent variables credibility, repetition,
informativeness, advertising appeals and celebrity association. The collected data were
analyzed with the help of SPSS (Statistical Package of Social Science).

Total responses collected from the respondent were coded and tabulated into SPSS
worksheet. The function of SPPS is to analyze the result of the questionnaire and then
helps to intercept the findings. The various tools such as frequencies, descriptive
statistics, and casual comparative and reliability analysis (Cronbach’s Alpha) have been
applied to derive the result.

3.6 Model specification

A model is a simplified mathematical description that is constructed based on the

knowledge and experience of the analyst combined with data from the past. Model
selection requires both the mathematical form of the model and number of parameters in
the model.

This section gives a description on how the empirical data was used for research purpose
to study the impact of TV advertisement on consumer buying behavior of two wheelers in
Kathmandu valley. To understand the impact of TV advertisement on consumer buying
behavior of two wheelers in Kathmandu valley, following models are used:

Consumer buying behavior = f (credibility, repetition, informativeness, advertising,

appeals and celebrity association).

More specifically, the given model has been segmented into following models:

Model 1:
CBB = β0 + ß1 CRE + ß2 REP + ß3 INF + ß4 AAP + ß5 CLA + Ԑ
In the above model, the dependent variable is consumer buying behavior. The impact of
credibility, repetition, informativeness, advertising appeals and celebrity association on
consumer buying behavior is tested.
Where,
CBB = Consumer buying behavior
CRE = Credibility
REP = Repetition
INF = Informativeness
AAP = Advertising appeals
CLA = Celebrity association
Ԑit is the error term.
β0 is constant and β1, β2, β3 β4 and β5 are the beta coefficients of the explanatory variables
to be estimated.

3.7 Validity and reliability

Reliability and validity are the most prominent criteria for the evaluation of business and
management research. “Validity refers to the truthfulness of findings. It determines
whether the research truly measures that what it was intended to measure or how truthful
the research results are. It is the degree to which a measure accurately represents what is
it supposed to measure.

Reliability, on the other hand refers to credibility of the test and it mainly tests
measurements results and measurement tools. The extent to which results are consistent
over time and accurate representation of the total population under study, and if the
results of a study can be reproduced under a similar methodology, then the research
instrument is considered to be reliable. The less such errors are present, the higher the
reliable or random errors that are present.

Cronbach’s Alpha is a statistic. The most popular internal consistency reliability estimate
is given by Cronbach’s alpha. In this study, Cronbach’s Alpha is used to measure the
reliability of primary data. It allows researcher to measure the reliability of the different
categories. It is a function of the number of test items and the average inter correlation
among the items. As a general rule, a coefficient greater than or equal to 0.7 is considered
acceptable and is a good indication of construct reliability. The table represents the
coefficient of Cronbach’s Alpha for all the primary data. Table 3.2 shows the validity and
reliability of the study.

Table 3.2: Coefficient of Cronbach’s Alpha

Variables No. of Question Cronbach’s Alpha

Credibility 5 0.891
Repetition 5 0.92
Informativeness 5 0.915
Advertising appeals 5 0.903
Celebrity association 5 0.882
Consumer Buying Behaviour 6 0.931
Overall 31 0.978

Table 3.2 shows the reliability test for all the components of questionnaire regarding the
impact of TV advertisement on consumer buying behavior of two wheelers in Kathmandu
were calculated under SPSS software. The reliability and validity results show that the
instruments were both reliable and valid with Cronbach’s alpha of 0.978 on 31 number of
items as obtained which was greater than 0.70. It means that 97.8 percent of the data
taken for the study are reliable. Likewise, on independent variables credibility, repetition,
informativeness, advertising appeals and celebrity association with Cronbach’s Alpha of
0.891, 0.92, 0.915, 0.903 and 0.882 are obtained all which were greater than 0.70. It
means that the data taken for the study are reliable. Overall study shows the Cronbach’s
alpha of 0.978 which is also greater than 0.70. It shows that the overall study is reliable
and valid.

3.8 Analysis plan

This section gives a presentation of how the empirical data was analyzed for research
purpose to study the impact of TV advertisement on consumer buying behavior of two
wheelers in Kathmandu valley. First, all the data were collected through questionnaire
and then it was managed. After gathering all the completed questionnaires from the
respondents it was analyzed and presented in proper tables. The data are collected then
processed using the Statistical Package of Social Science (SPSS) computer software and
Microsoft excel. After the analysis and interpretation of the responses, the results were
presented. Thus, its reliability and validity test is conducted as per the research study i.e.
Cronbach’s Alpha.

The questionnaire includes personal information about respondent such as gender, age
group, education level, marital status and family size. The various other tools such
frequencies, descriptive statistics for mean values and ranking were used to derive the
results. This study also used descriptive statistics, correlation analysis along with
statistical test of significance such as regression analysis, F-test and adjusted R2.

3.9 Limitations of the study

The study aimed in understanding the impact of TV advertisement on consumer buying

behavior of two wheelers in Kathmandu valley. Despite of the efforts made for arriving at
meaningful conclusions from the study, some limitations are considered in order to obtain
reliable interpretation of the results. The major limitations of the study are as follows:
i. The outcome of the study cannot be generalized to make prediction regarding
consumer’s buying behavior for every aspect. This study only covers those
respondents who have purchased two wheelers.
ii. The information collect through the respondents are assumed to be correct.
iii. This study is predominantly based on primary source of data. Therefore, the
reliability of conclusions of the study depends upon the accuracy of the
information provided by the respondents.
iv. The geographical area covered by the study is only Kathmandu Metropolitan
City.
v. Total number of sample of observations of primary data only 192. Less
sample size might lead to the less significant result as expected.
vi. This study does not consider all the factors that impacting consumer buying
behavior. There can be other factors such as fashion, religious and culture
which influence buying behavior of two wheelers.
 Chapter IV

Results and discussion

This chapter deals with the systematic presentation, interpretations and analysis of
primary data gathered from the questionnaire distributed with the purpose of impact of
TV advertisement on consumer buying behavior two wheelers in Kathmandu valley. The
basic steps in analytical process of identifying issuing, determining the availability of
suitable data, deciding on which methods are appropriate for answering the questions of
interest, applying the methods and evaluating, summarizing & communicating the results.
Various statistical and econometric tools described in chapter three have been stipulated
for this purpose.

This chapter is divided into five sections. The first section deals with presentation and
analysis of data and presents the results of questionnaire survey. The second section deals
with descriptive statistics, third section deals with correlation analysis, fourth section
deals with regression analysis and final section wraps up with this chapter concluding
remarks and result derived from data.

4.1 Presentation and analysis of the data

The study is primarily based on primary data analysis, which mainly deals with
qualitative aspects in terms of Impact of TV advertisement on consumerbuying behavior
of two wheelers in Kathmandu valley. This section also reports the result of questionnaire
survey conducted among the different respondents. Questionnaire survey was designed to
understand the views of the respondents in relation to their behaviors with the credibility,
repetition, informativeness, advertising appealsand celebrity association on consumer
buying behavior of two wheelers in Kathmandu valley. A set of questionnaires including
multiple choices, and Likert scale questions are provided.Altogether 192 respondents are
surveyed and analyzed in accordance with the objective of the study. The respondents
profile along with their personal characteristics and result of the survey are presented in
below:
4.1.1 Respondent’s profile

The respondents’ profile reveals the personal characteristics of respondents combined on

the basis of different personal characteristics such as: gender, age group, educational
level, marital status and family size. Demographic characteristic plays a significant role
in understanding buying behavior of the consumers. This section therefore describes the
demographic characteristics of the respondents. Table 4.1 presents the demographic
characteristics of the respondents.

Table 4.1: Demographic characteristics of respondents

(There were five demographic categories that the respondents were asked to complete in order to fill out
the demographic profile of them. These were gender, age group, educational level, marital status and
family size. The distribution of collected sample based on these demographic profiles is presented as
follows. The characteristics of the respondents influence the results).

Respondents detail Number of responses Percentage (%)

Gender
Male 122 63.54%
Female 70 36.46%
Total 192 100
Age group (in years)
Under25 43 22.40%
26-35 135 70.30%
36-45 12 6.25%
46 and above 2 1.05%
Total 192 100
Educational Level
Intermediate and below 7 3.65%
Bachelor degree 62 32.29%
Master Degree 121 63.02%
M Phil/ Ph. D Degree 2 1.04%
Total 192 100
Marital Status
Single 122 63.54%
Married 70 36.46%
Others 0 0%
Total 192 100
Family Size
Nuclear 164 85.42%
Joint 28 14.58%
Total 192 100

Source: Field Survey, 2019

Gender

Gender is considered as an important variable in expressing and giving the responses

about the problem. Hence, the variable gender was investigated for this study. The
classification of the respondents by gender is presented in the Figure 4.1.

Figure 4.1: Respondents classified by gender

Gender

Female
36%

Male
64%

The figure 4.1 shows the gender of the respondents that majority of respondents are male
(64 percent) followed by female respondents (36 percent).
Age group

Age group is one of the most important factors in understanding the views about the
particular problems. The age group of the respondents is categorized into four groups i.e.
Under 25 years, 26-35 years, 36-45 years and above 46 years. The classification of the
respondents by age in terms of percent category is presented in Figure 4.2.

Figure 4.2: Respondents classified by age group

Under 25 26-35 36-45 above 46

1%

6%
22%

70%

The figure 4.2 shows that the majority of the respondents, i.e. 135 out of 192 respondents
belong to age group of 26 - 35 years, constituting 70 percent of total respondents.
Likewise, among 192 respondents, 43 respondents constituting 23 percent of total
respondents lie in the age group of fewer than 25. Similarly, among 192 respondents, 12
respondents constituting 6 percent of total respondents are between 36 -45. Similarly,
among 192 respondents, 2 respondents lie in the age group of 46 and above constitutes 1
percent.

Educational level

Educational level is another most important factor in understanding the views about the
particular problems. The educational level of the respondents is categorized into four
groups’ i.e. Intermediate level, bachelor level, master degree, and M Phil/ Ph. D Degree.
The classification of the respondents by monthly income category is presented in Figure
4.3.

Figure 4.3: Respondents classified by educational level

M Phil/Ph. D Intermediate level

1% 4%

Bachelor degree
32%

Master degree
63%

The figure 4.3 shows that the majority of the respondents, i.e. 121 out of 192 respondents
have master degree, constituting 63 percent of total respondents. 62 respondents
constituting 32 percent of total respondents have bachelor degree. Similarly, among 192
respondents, 7 respondents constituting 4 percent of total respondents have intermediate
level. Likewise, among 192 respondents, 2 respondents have M Phil/Ph. D Degree,
constitutes 1 percent.

Marital status
Marital status is one of the most important characteristics in understanding the views
about the particular problems. The marital status of the respondents is categorized into
single, married and others. The classification of the respondents by marital status
category is presented in Figure 4.4.
 Figure 4.4: Respondents classified by marital status

Single Married Others

36%

64%

Figure 4.4 shows that majority of the respondents i.e. 122 out of total 192 respondents are
single, constituting 64 percent of the total respondents.Likewise, 70 out of total 192
respondents ismarried, comprising 36 percent of total respondents. However, 0 out of
total 192 respondents are others, constituting 0 percent of the respondents.

Family size
Family size is one of the most important characteristics that might affect the person’s
attitudes and the way of looking and understanding. The family sizes of the respondents
are categorized into two groups i.e. nuclear and joint. The classification of the
respondents by family size in terms of number and percent is shown in Figure 4.5.
 Figure 4.5: Respondents classified by family size

Nuclear Joint

15%

85%

The figure 4.5 shows the marital status of the respondents that majority of respondents
are nuclear family (85 percent) followed by joint family respondents (15 percent).

4.1.2 Consumer perception on credibility

Credibility is consumers’ perception of the truthfulness and believability of advertising in

general. Credibility is defined as the quality or power of inspiring belief. This study
therefore tries to link the perception of customer on credibility of TV advertisement of
two wheelers in Kathmandu valley.

Table 4.2 presents the perception of respondents on credibility of TV advertisement of

two wheelers in Kathmandu valley.

Table 4.2: Respondent’s perception regarding credibility

This table shows the percentage, frequency and mean of the respondent’s perception regarding credibility.
The statement is measured in five-point Likerts scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4
as agree and 5 as strongly agree. The aggregate percentage of strongly agree and agree is calculated in
order to assess the degree of total percentage on agree and the aggregate percentage of strongly disagree
and disagree is calculated in order to assess the degree of total percentage on disagree.

Strongly Strongly
Statements agree Agree Neutral Disagree disagree N Mean
I mostly purchase F 37 81 44 17 13 192 3.58
products shown in TV % 19.27 42.19 22.92 8.85 6.77 100.00
advertisement. A% 61.46 22.92 15.63
I find advertising on F 37 93 33 24 5 192 3.69
two-wheelers is % 19.27 48.44 17.19 12.50 2.60 100.00
credible. A% 67.71 17.19 15.10
I find advertising on F 48 79 33 18 14 192 3.67
two-wheelers is % 25.00 41.15 17.19 9.38 7.29 100.00
trustworthy. A% 66.15 17.19 16.67
Advertising helps to F 36 105 28 16 7 192 3.77
make better selection. % 18.75 54.69 14.58 8.33 3.65 100.00
A% 73.44 14.58 11.98
Quality of product is as F 17 98 31 31 15 192 3.37
good as expected from % 8.85 51.04 16.15 16.15 7.81 100.00
TV ads. A% 59.90 16.15 23.96
Weighted average mean 3.62

The table 4.2 reveals the respondent’s response regarding credibility of TV

advertisement. The result shows that the majority of the respondents (61.46 percent)
agreed that I mostly purchase products shown in TV ads while purchasing two wheelers.
Some respondents (15.63percent) disagreed that they mostly purchase products shown in
TV ads while purchasing two wheelers. However, the remaining (22.92 percent)
respondents of the total respondents are indifferent with the statement.

On the other hand, majority of the respondents (67.71percent) believed that they find
advertising on two wheelers is credible. Some respondents (15.10 percent) not believed
that I find advertising on two wheelers is credible. However, the remaining (17.19
percent) of the total respondents are neutral with the statement.

Likewise, the majority (66.15 percent) of respondents agreed that I find advertising on
two wheelers is trustworthy, some respondents (16.67 percent) not agreed that they find
advertising on two wheelers is trustworthy. However, the rest (17.19 percent) of the
respondents are neutral about this statement.

Regarding the responses on the statement “Advertising helps to make better selection”,
majority of the respondents (73.44percent) believed that the credibility is really an
important factor while purchasing two wheelers. Some respondents (11.98 percent) of the
respondents not believed that advertising helps to make better selection while purchase
two wheelers. However, the rest (14.58 percent) of the total respondents are neutral about
this important.

Similarly, majority of the respondents (59.90 percent) agreed that the quality of product
is as good as expected from TV ads. Some of the respondents (23.96 percent) disagreed
with this statement. However, the rest (16.15 percent) of the total respondents are
indifferent with this statement.

The mean of the credibility ranges from a minimum value of 3.37 to maximum value of
3.69. Among them, the most significant observations of the respondents regarding
credibility is “I find advertising on two wheelers is trustworthy” with mean value of 3.69
whereas, the most insignificant observation is “Quality of product is as good as expected
from TV advertisement” with mean value of 3.37.

Weighted average mean value for credibility is 3.62. It indicates that credibility is an
important factor for consumer buying behavior of two wheelers in Kathmandu valley.

4.1.3 Consumer perception on repetition

Repetition is used in advertising as a way to keep a brand or product in the forefront of

consumer’s minds. It can build brand familiarity, but it can also lead to consumer fatigue,
where consumers become so tired of an ad that they tune out or activity avoids the
product. This study therefore tries to link the perception of consumer on repetition of TV
advertisement of two wheelers in Kathmandu valley.
Table 4.3 presents the perception of respondents on repetition of TV advertisement
among consumer in Kathmandu valley.

Table 4.3: Respondent’s perception regarding repetition

This table shows the percentage, frequency and mean of the respondent’s perception regarding repetition.
The statement is measured in five point Likert scales: 1 as strongly disagree, 2 as disagree, 3 as neutral, 4
as agree and 5 as strongly agree. The aggregate percentage of strongly agree and agree is calculated in
order to assess the degree of total percentage on agree and the aggregate percentage of strongly disagree
and disagree is calculated in order to assess the degree of total percentage on disagree.
 Neutra
Statements Strongly agree Agree l Disagree Strongly disagree N Mean
The more frequency of F 42 107 17 22 4 192 3.84
repetition advertisement builds
100.0
positive image in the mind of
% 21.88 55.73 8.85 11.46 2.08 0
viewers.
A% 77.60 8.85 13.54
Repetition becomes an F 35 102 24 13 18 192 3.64
important way to build up the
100.0
credibility among customers.
% 18.23 53.13 12.50 6.77 9.38 0
A% 71.35 12.50 16.15
Potential customers watches and F 37 88 35 20 12 192 3.61
hears about a brand on TV
100.0
frequently which increases
% 19.27 45.83 18.23 10.42 6.25 0
brand credibility.
A% 65.10 18.23 16.67
Frequently repetition of TV F 41 85 32 22 12 192 3.63
advertisement has positive
100.0
impact on customer minds.
% 21.35 44.27 16.67 11.46 6.25 0
A% 65.63 16.67 17.71
Frequency of advertising F 35 96 32 21 8 192 3.67
increases leads to increase in
100.0
purchase intention and brand
% 18.23 50.00 16.67 10.94 4.17 0
recall.
A% 68.23 16.67 15.10
Weighted average mean 3.68

The table 4.3 reveals the respondent's response regarding repetition of TV advertisement.
The result shows that the majority of the respondents (77.60 percent) agreed that the
more frequency of repetition advertisement builds positive image in the mind of viewers.
Some of the respondents (13.54 percent) are disagreed about this statement. However,
rests of the respondent (8.85 percent) are neutral with this statement.

Likewise, majority of the respondents (71.35 percent) believed that repetition becomes an
important way to build up the credibility among customers. Some of the respondents
(16.15 percent) do not believed that repetition becomes an important way to build up the
credibility among customers. However, rests of the respondent (12.50 percent) are
indifferent with the statement.

In the other hand, the majority of the respondents (65.10 percent) agreed that potential
customers watches and hears about a brand on TV frequently which increases brand
credibility, whereas few of the respondent (16.67percent) disagreed with this statement.
However, rests (18.23 percent) of the total respondent were neutral with statement.
Similarly, majority of the respondents (65.63 percent) agreed that frequently repetition of
TV advertisement has positive impact on customer minds. Some of the respondents
(17.71 percent) disagreed with the statement. However, rests of the total respondent
(16.67 percent) are neutral with the statement.

In addition, majority of the respondents (68.23 percent) believed that Frequency of

advertising increases leads to increase in purchase intention and brand recall. Some of the
total respondents (15.10 percent) not believed with the statement. However, the
remaining of the total respondents (16.67 percent) is neutral with the statement.

The mean of the repetition ranges from a minimum value of 3.61 to maximum value of
3.84. Among them, the most significant observations of the respondents regarding
repetition is “The more frequency of repetition advertisement builds positive image in the
mind of viewers” with mean value of 3.84 whereas, the most insignificant observation is
“Frequency repetition of TV advertisement has positive impact on customer minds” with
mean value of 3.61.

Weighted average mean value for repetition is 3.68, which indicate that repetition is an
important factor for consumer buying behavior of two wheelers in Kathmandu valley.

4.1.4 Consumer perception oninformativeness

Informativeness can be interpreted as the ability of advertising to deliver information to

customers in order to satisfy their needs. This study therefore tries to link the perception
of consumer on informativeness of TV advertisement of two wheelers in Kathmandu
valley.

Table 4.4 presents the perception of respondents on informativeness among consumerin

Kathmandu valley.

Table 4.4: Respondent’s perception regarding informativeness

This table shows the percentage, frequency and mean of the respondent’s perception regarding
informativeness in advertisement. The statement is measured in five point Likert scales: 1 as strongly
disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly agree. The aggregate percentage of
strongly agree and agree is calculated in order to assess the degree of total percentage on agree and the
aggregate percentage of strongly disagree and disagree is calculated in order to assess the degree of total
percentage on disagree

Strongly Strongly
Statements agree Agree Neutral Disagree disagree N Mean
Advertising on two- F 58 89 23 10 12 192 3.89
wheelers provided
% 30.21 46.35 11.98 5.21 6.25 100.00
valuable information
about the product. A% 76.56 11.98 11.46
Advertising tells me F 57 85 24 10 16 192 3.82
which brands of two-
% 29.69 44.27 12.50 5.21 8.33 100.00
wheelers have the
features I am looking
for. A% 73.96 12.50 13.54
Advertising helps me F 37 111 25 13 6 192 3.83
keep up to date about
% 19.27 57.81 13.02 6.77 3.13 100.00
the products
available in the two-
wheelers market
place A% 77.08 13.02 9.90
TV advertising F 29 116 23 14 10 192 3.73
provides valuable
% 15.10 60.42 11.98 7.29 5.21 100.00
information about
product quality and
price of two-wheeler. A% 75.52 11.98 12.50
Advertisements are F 37 115 20 12 8 192 3.84
informative source of
% 19.27 59.90 10.42 6.25 4.17 100.00
existing products and
new products. A% 79.16 10.42 10.42
Weighted average mean 3.82

Table 4.4 reveals the respondent's response regarding informativeness in advertising of

two wheelers. Regarding the responses on the statement “Advertising on two-wheelers
provided valuable information about the product.” Majority of the total respondents
(76.56 percent) agreed with the statement. Some of the respondents (11.98 percent) are
neutral about this statement. However, the rest of the respondent (11.46 percent)
disagreed with the statement.

In the other hand, majority of the respondents (73.96 percent) are agreed with the
statement that advertising tells me which brands of two-wheelers have the features I am
looking for. Some of the respondents (13.54 percent) are disagreed with the statement
and rests of the respondants (12.50 percent) are neutral with the statement.
In the statement “Advertising helps me keep up to date about the products available in the
two-wheelers market place”, the majority of the respondents (77.08 percent) are agreed
with the statement. Some of the respondents (13.02 percent) are neutral with above
statement and rests of the respondents (9.90 percent) are disagreed about the statement.

Likewise, majority of the respondents (75.52 percent) are argued that TV advertising
provides valuable information about product quality and price of two-wheelers. Some
respondents (12.50 percent) are not argued with this statement. However, the remaining
(11.98 percent) of the total respondents are neutral with statement.

Similarly, regarding the statement “Advertisements are informative source of existing

products and new products.” majority of the respondents (79.16 percent) agreed that
advertisements are informative source of existing products and new products. Some of
the respondents (11.42 percent) are disagreed with the statement and rests of the
respondents (11.42 percent) are neutral about this statement.

The mean of the informativeness ranges from a minimum value of 3.73 to maximum
value of 3.89. Among them, the most significant observations of the respondents
regarding informativeness is “Advertising on two wheelers provided valuable
information about product” with mean value of 3.89 whereas, the most insignificant
observation is “TV advertising provides valuable information about product quality and
price of two wheelers” with mean value of 3.73.

Weighted average mean value for informativeness is 3.82, which indicate that
informativesness is an important factor for consumer buying behavior of two wheelers in
Kathmandu valley.

4.1.5Consumer perception on advertising appeals

Advertising appeal defines as the degree of drawing consumers’ attention and enhancing
their desire to increase their product purchase intention. This study therefore tries to link
the perception of consumer on advertising appeals of TV advertisement of two wheelers
in Kathmandu valley.
Table 4.5 presents the perception of respondents on advertising appeals among
consumerin Kathmandu valley.

Table 4.5: Respondent’s perception regarding advertising appeals

This table shows the percentage, frequency and mean of the respondent’s perception regarding advertising
appeals. The statement is measured in five-point Likert scales: 1 as strongly disagree, 2 as disagree, 3 as
neutral, 4 as agree and 5 as strongly agree. The aggregate percentage of strongly agree and agree is
calculated in order to assess the degree of total percentage on agree and the aggregate percentage of
strongly disagree and disagree is calculated in order to assess the degree of total percentage on disagree.

Strongly Strongly
Statements agree Agree Neutral Disagree disagree N Mean
Humorous F 45 96 18 19 14 192 3.72
advertisements get
% 23.44 50.00 9.38 9.90 7.29 100.00
concentration and
attract audience by its
capability. A% 73.44 9.38 17.19
Advertisement F 26 110 31 17 8 192 3.67
appeals produce
% 13.54 57.29 16.15 8.85 4.17 100.00
intense desire to buy
the concerned
product. A% 70.83 16.15 13.02
The use of gender in F 42 100 18 20 12 192 3.73
advertisement
% 21.88 52.08 9.38 10.42 6.25 100.00
influences the
targeted customers. A% 73.96 9.38 16.67
Advertising drives F 37 105 25 13 12 192 3.74
the buying behavior
% 19.27 54.69 13.02 6.77 6.25 100.00
of the people to buy
the product which
they don't need. A% 73.96 13.02 13.02
Emotional appeals F 34 111 19 18 10 192 3.73
will boost the
% 17.71 57.81 9.90 9.38 5.21 100.00
customer’s
psychological
requirements and
fulfils their mental
status. A% 75.52 9.90 14.58
Weighted average mean 3.72

Table 4.5 shows that regarding the responses on the statement “Humorous advertisements
get concentration and attract audience by its capability.” majority of the respondents
(73.44 percent) agreed with this statement. Some of the respondents (17.19 percent) are
disagreed with this statement. However, the rest of the respondents (9.38 percent) are
neutral with the statement.
In the statement “Advertisement appeals produce intense desire to buy the concerned
product.” the majority (70.83 percent) of the respondents agreed with this statement,
some of the respondents (16.15 percent) are neutral with the statement. However, the rest
of the total respondents (13.02 percent) are disagreed with this statement.

Moreover, majority of the respondents (73.96percent) agreed with the statement that the
use of gender in advertisement influences the targeted customers. Some of the
respondents (16.67 percent) disagreed with the statement. However, remaining (9.38
percent) of the total respondents is neutral with the statement.

Likewise, the majority of the respondents (73.96 percent) agreed that Advertising drives
the buying behavior of the people to buy the product which they don't need. Some of the
respondents (13.02 percent) disagreed about this statement. However, rests of the
respondents (13.02 percent) are neutral with the statement.

Similarly, majority of the respondents (75.52 percent) agreed that Emotional appeals will
boost the customer’s psychological requirements and fulfils their mental status. Some of
the respondents (14.58 percent) disagreed with the statement. However, rests of the
respondents (9.90 percent) are neutral with the statement.

The mean of the advertising appeals ranges from a minimum value of 3.67 to maximum
value of 3.74. Among them, the most significant observations of the respondents
regarding advertising appeals is “Advertising drives the buying behavior of the people to
buy the product which they don’t need” with mean value of 3.74 whereas, the most
insignificant observation is “Advertising appeals produce intense desire to buy the
concerned product” with mean value of 3.67.

Weighted average mean value for advertising appeals is 3.72, which indicate that
advertising appeals is an important factor for consumer buying behavior of two wheelers
in Kathmandu valley.

4.1.6 Consumer perception oncelebrity association

Celebrity association is a publication tool that uses popular personalities associate their
public image with the brands to help in creating or developing the brands image. This
study therefore tries to link the perception of consumer on celebrity association of TV
advertisement of two wheelers in Kathmandu valley.
Table 4.6 presents the perception of respondents on celebrity association among
consumerin Kathmandu valley.

Table 4.6: Respondent’s perception regarding celebrity association

This table shows the percentage, frequency and mean of the respondent’s perception regarding celebrity
association. The statement is measured in five point Likert scales: 1 as strongly disagree, 2 as disagree, 3
as neutral, 4 as agree and 5 as strongly agree.The aggregate percentage of strongly agree and agree is
calculated in order to assess the degree of total percentage on agree and the aggregate percentage of
strongly disagree and disagree is calculated in order to assess the degree of total percentage on disagree.

Strongly Disagre Strongly

Statements agree Agree Neutral e disagree N Mean
I believe on brand F 24 99 31 30 8 192 3.53
specifically advertised
% 12.50 51.56 16.15 15.63 4.17 100.00
by celebrity are of
good quality. A% 64.06 16.15 19.79
I would buy two- F 18 98 33 27 16 192 3.39
wheeler if my favorite
% 9.38 51.04 17.19 14.06 8.33 100.00
celebrity endorsing it.
A% 60.42 17.19 22.40
I would stop buying a F 9 74 42 52 15 192 3.05
product if my favorite
% 4.69 38.54 21.88 27.08 7.81 100.00
celebrity endorsing it
got involved in a
scandal. A% 43.23 21.88 34.90
Presence of celebrity in F 22 111 24 19 16 192 3.54
a product
% 11.46 57.81 12.50 9.90 8.33 100.00
advertisement helps
me recognized brand. A% 69.27 12.50 18.23
I think endorsement is F 14 111 39 21 7 192 3.54
an important factor
% 7.29 57.81 20.31 10.94 3.65 100.00
when I make my
decisions. A% 65.10 20.31 14.58
Weighted average mean 3.41

Table 4.6 reveals the respondent's response regarding celebrity association in advertising
of two wheelers in Kathmandu valley. Regarding the responses on the statement “I
believe on brand specifically advertised by celebrity are of good quality”, majority of the
total respondents (64.06 percent) agreed with the statement that their purchase regarding
two wheelers is influenced by celebrity association. Some respondents (19.79 percent)
disagreed with the statement. However, rests of the respondents (16.15 percent) are
neutral about this statement.

Likewise, majority of the respondents (60.42 percent) agreed that my favorite celebrity
endorsing it. Some respondents (22.40 percent) disagreed that my favorite celebrity
endorsing it. However, rests of the respondents (17.19 percent) are neutral about this
statement.

In the statement “I would stop buying a product if my favorite celebrity endorsing it got
involved in a scandal”, the majority (42.23 percent) of the respondent agreed about this
statement. Some respondents (34.90 percent) are disagreed about the statement. However,
rests (21.88 percent) of the total respondent are neutral with above statement.

Similarly, majority of the respondents (69.27 percent) agreed with the statement that
Presence of celebrity in a product advertisement helps me recognized brand, some of the
respondents (18.23 percent) disagreed with this statement. However, the remaining
respondents (12.50 percent) are neutral with the statement.

Likewise, the majority (65.10 percent) of the respondents agreed with the statement that I
think endorsement is an important factor when I make my decisions. Some of the
respondents (20.31 percent) disagreed with the statement and rests (14.58 percent) of the
total respondents are neutral about this statement.

The mean of the celebrity association ranges from a minimum value of 3.05 to maximum
value of 3.54. Among them, the most significant observations of the respondents
regarding celebrity association is “I think celebrity endorsement an important factor when
I make my decision” with mean value of 3.54 whereas, the most insignificant observation
is “I would stop buying a product if my favorite celebrity endorsing it got involved in a
scandal” with mean value of 3.05.

Weighted average mean value for celebrity association is 3.41, which indicate that
celebrity association is an important factor for consumer buying behavior of two wheelers
in Kathmandu valley.
4.1.7Consumer perception onconsumer buying behavior

Consumer buying behavior refers to all the thought, feeling and actions that an individual
has or take before or while buying any product, service or idea.This study therefore tries
to link the perception of consumer on consumer buying behavior of TV advertisement of
two wheelers in Kathmandu valley.

Table 4.7 presents the perception of respondents on consumer buying behavior among
consumerin Kathmandu valley.

Table 4.7: Respondent’sperception on consumer buying behavior

This table shows the percentage, frequency and mean of the respondent’s perception regardingconsumer
buying behavior. The statement is measured in five-point Likert scales: 1 as strongly disagree, 2 as
disagree, 3 as neutral, 4 as agree and 5 as strongly agree.The aggregate percentage of strongly agree and
agree is calculated in order to assess the degree of total percentage on agree and the aggregate percentage
of strongly disagree and disagree is calculated in order to assess the degree of total percentage on
disagree.

Strongly Neutra Strongly

Statements agree Agree l Disagree disagree N Mean
My purchase F 44 104 26 8 10 192 3.85
intention depends % 22.92 54.17 13.54 4.17 5.21 100.00
upon sources of
credibility.
A% 77.08 13.54 9.38
Celebrity association F 24 108 36 16 8 192 3.65
influences my
% 12.50 56.25 18.75 8.33 4.17 100.00
purchase intention.
A% 68.75 18.75 12.50
My purchase F 59 95 17 15 6 192 3.97
intention depends % 30.73 49.48 8.85 7.81 3.13 100.00
upon informativeness
of the product.
A% 80.21 8.85 10.94
My purchase F 26 110 22 22 12 192 3.60
intention depends % 13.54 57.29 11.46 11.46 6.25 100.00
upon repetition of
advertisement about
product.
A% 70.83 11.46 17.71
Advertising appeals F 32 112 23 11 14 192 3.71
stimulate my % 16.67 58.33 11.98 5.73 7.29 100.00
purchase intention.
A% 75.00 11.98 13.02
Advertising tells F 29 114 19 20 10 192 3.69
which brands have % 15.10 59.38 9.90 10.42 5.21 100.00
the feature I am
looking for.
A% 74.48 9.90 15.63
Weighted average mean 3.75

Table 4.7 shows that the majority of the respondents (77.08 percent) agreed that my
purchase intention depends upon sources of credibility, some of respondents (13.54
percent) are neutral with the statement and rest of the total respondents (9.38 percent) are
disagreed with this statement.

Similarly, in the statement “Celebrity association influences my purchase intention.” the

majority (68.75 percent) of the respondent agreed that Celebrity association influences
my purchase intention, whereas 18.75 percent of the total respondents stated neutral
about the statement and rest (12.50 percent) of the total respondents disagreed with this
statement.

Likewise, majority of respondents (80.21 percent) agreed that my purchase intention

depends upon informativeness of the product, whereas 10.94 percent of the total
respondents were disagreed to the statement and rest (8.85 percent) of the total
respondents neutral with this statement.

Regarding the responses on the statement, “My purchase intention depends upon
repetition of advertisement about product”, majority of the respondents (70.83 percent)
agreed with this statement, some of the respondents (17.71 percent) are disagree about
the statement and remaining respondents (11.46 percent) are neutral about this statement.

Likewise, the majority of respondents (75.00 percent) agreed that advertising appeals
stimulate my purchase intention, some respondents (13.02 percent) are disagreed that
advertising appeals stimulate my purchase intention. However, the remaining respondents
(11.98 percent) are neutral with the statement.

Regarding the responses on the statement, “Advertising tells which brands have the
feature I am looking for.”, majority of the respondents (74.48 percent) agreed that
advertising tells which brands have the feature I am looking for. Some of the respondents
(15.63 percent) are disagree about the statement. However, remaining respondents (9.90
percent) are neutral with the statement.
The mean value of the consumer buying behavior ranges a minimum value of 3.60 to the
maximum value of 3.97. Among them, the most significant observations of the
respondents regarding consumer buying behavior is “My purchase intention depends
upon informativeness of the product.” with mean value of 3.97 whereas, the most
insignificant observation is “My purchase intention depends upon repetition of
advertisement about product” with mean value of 3.60.

Weighted average mean value for celebrity association is 3.75, which indicate that
consumer buying behavior is an important factor for consumer buying behavior of two
wheelers in Kathmandu valley.

4.2 Correlation analysis

Correlation is a term that refers to the strength of a relationship between two variables. A
strong or high correlation means that two or more variables have strong relationship with
each other while a weak or low correlation means that the variables are hardly related.

The study has used Kendall’s Tau correlation coefficient to show the correlation between
the dependent variable and independent variable. The dependent variable is consumer
buying behavior and the independent variables are credibility, repetition, informativeness,
advertising appeals and celebrity association.

Table 4.8 shows the Kendall’s Tau correlation coefficient matrix for dependent and
independent variables.

Table 4.8: Kendall’s Tau correlation coefficient matrix for dependent and
independent variables

This table presents Kendall’s Tau correlation coefficients between dependent variable
and independent variables. The correlation coefficients are based on 192 observations.
The dependent variable is CBB (Consumer buying behavior). The independent variables
are CRE (Credibility), REP (Repetition), INF (Informativeness), AAP (Advertising
appeals) and CLA (Celebrity association).
Variables Mean S.D. CBB CRE REP INF AAP CLA
CBB 3.745 0.878 1
CRE 3.616 0.893 0.735** 1
REP 3.679 0.935 0.815** 0.746** 1
INF 3.821 0.885 0.871** 0.779** 0.862** 1
AAP 3.719 0.898 0.850 **
0.706 **
0.793 **
0.830** 1
CLA 3.410 0.861 0.824 **
0.759 **
0.824 **
0.785 **
0.795** 1
Notes: The asterisk sign (**) indicates that the results are significant at one percent level.

Table 4.8 shows that credibility is positively correlated to consumer buying behaviour. It
indicates that credible advertisements on television stimulates the purchasing behavior of
the customers. Likewise, repetition is positively correlated to consumer buying
behaviour. It indicates that repetitive advertisements on television drives the purchasing
behavior of the customers. Similarly, there is a positive relationship between
informativeness and consumer buying behaviour. It indicates that informative
advertisements drives the customer to purchase that particular product. In addition,
advertising appeals is positively correlated to consumer buying behaviour. It means that
advertisement appeals drives the customer to purchase the products. Similarly, celebrity
association is positively related to consumer buying behaviour. It indicates that products
endorsed by popular celebrities influence the buying behaviour of the consumer.

4.3 Regression analysis

Regression analysis is a statistical process for estimating the relationships among

variables. It includes many techniques for modelling and analyzing several variables,
when the focus is on the relationship between dependent variable (consumer buying
behaviour) and more independent variable (credibility, repetition, informativeness,
advertising and celebrity association). The regression analysis has been conducted
theimpact of TV advertisement on consumer buying behaviour of two wheelers in
Kathmandu valley. The estimated regression results of a model are shown in Table 4.9
Table 4.9: Estimated regression results of credibility, repetition, informativeness,
advertising appeals and celebrity association on consumer buying behavior
The results are based on 192 observations by using linear model. The model CBB = β0 + ß1 CRE
+ ß2 REP + ß3 INF + ß4 AAP + ß5 CLA + e, where the dependent variable is CBB (Consumer
buying behavior). The independent variables are CRE (Credibility), REP (Repetition), INF
(Informativeness), AAP (Advertising appeals) and CLA (Celebrity association).

Model Intercept Regression coefficients of Adj. SEE F-value

CRE REP INF AAP CLA R_bar 2

1 1.148 0.718 0.538 0.593 223.475

(6.413)** (14.949)**
2 0.948 0.760 0.662 0.508 374.849
(6.362)** (19.361)**
3 0.464 0.859 0.758 0.429 599.009
(3.375)** (24.475)**
4 0.674 0.826 0.721 0.461 495.116
(4.749)** (22.251)**
5 0.898 0.835 0.678 0.496 402.682
(6.138)** (20.067)**
6 0.668 0.281 0.560 0.697 0.48 220.881
(4.381)** (4.814)** (10.042)**
7 0.196 0.423 0.281 0.261 0.829 0.360 309.866
(11.643)* (7.421)** (4.904)** (4.844)**
8 0.363 0.101 0.203 0.595 0.775 0.414 220.487
(2.654)** (1.810) (3.125)** (8.157)**
9 0.197 0.015 0.415 0.28 0.255 0.828 0.362 231.245
(1.642) 0.235 (6.235)** (4.845)** (4.320)**
10 0.195 0.003 0.015 0.413 0.28 0.254 0.827 0.363 184.011
(1.604) (0.057) (0.23) (5.891)** (4.831)** (4.098)**
Notes:
i. Figures in parenthesis are t-values
ii. The asterisk signs (**) and (*) indicate that the results are significant at one percent and five percent level
respectively.
iii. Consumer Buying Behavior is dependent variable.

Table 4.9 shows that the beta coefficients for credibility are positive with consumer
buying behavior. It indicates that there is a positive impact of credible advertisements on
consumer buying behavior. This finding is similar to the findings of Dacin and Brown
(2002). Similarly, the beta coefficients for repetition are positive with consumer buying
behavior. This reveals that repetitive advertisements have a positive impact on consumer
buying behavior. This finding is consistent with the findings of Karim & Batool (2017).
Likewise, the beta coefficients for advertising appeals are positive with consumer buying
behavior indicating that advertising appeals have a positive impact on consumer buying
behavior. This finding is similar to the findings of Venkatraman et al. (1990). In addition,
the result reveals that the beta coefficients for celebrity association are positive with
consumer buying behavior. This indicates that celebrity association has a positive impact
on consumer buying behavior. This finding is similar to the findings of McCracken
(1989). Similarly, the beta coefficients for informativeness are positive with consumer
buying behavior indicating the positive impact of informative advertisements on
consumer buying behavior. This finding is similar to the findings of Oh and Xu (2003).
The result also shows that the beta coefficients for all the explanatory variables are
significant at one percent level of significance.

4.4 Concluding remarks

This study has mainly focused on analyzing the impact of TV advertisement on consumer
buying behavior of two wheelers in Kathmandu valley. This study used factor that
influence consumer buying behavior like credibility, informativeness, repetition,
advertising appeals, and celebrity association. The result acknowledged is based on the
respondent’s response on 192 questionnaires through web-based survey.

Out of 192 respondents, majority of them are males representing (63.54 percent) and rest
of them are females representing (36.46 percent) of total respondents. Similarly, majority
of the respondents are aged 26-35 years representing (70.30 percent) of the total
respondents. The respondents aged under 25, 36-45, 45 and above years represent (22.40
percent), (6.25 percent), and (1.05 percent) respectively.

Out of 192 respondents, majority of the respondents are master degree representing
(63.02 percent) of the total respondents. The respondents educational level bachelor
degree, intermediate level and M Phil/Ph. D. degree represent (32.29 percent), (3.65
percent), and (1.04 percent) respectively.

However, out of total 192 respondents in relation to marital status shows that majority of
them representing single (63.54 percent) of total respondents. The respondents are
married and others represent (36.46 percent) and (0 percent) respectively. Similarly,
majority of family size are nuclear representing (85.42 percent) and rest of them are joint
(14.58 percent) of total respondents.

Out of the 192 respondents the majority of the respondents (61.46 percent) opined that
they mostly purchase products shown in TV ads while purchasing two wheelers. Some of
the total respondents (15.63 percent) disagreed that mostly purchase products shown in
TV ads while purchasing two wheelers. However, the remaining 22.92 percent of the
total respondents are indifferent with the statement.

Similarly, majority of respondents (71.35 percent) agreed that repetition becomes an

important way to build up the credibility among customers. Some of the respondents
(16.15 percent) disagreed with this statement that repetition becomes an important way to
build up the credibility among customers and the rest (12.50 percent) of the respondent
are indifferent with the statement.

Similarly, majority of the respondents (75.52 percent) were agreed with the statement that
TV advertising provides valuable information about product quality and price of two-
wheelers. Some of the respondents (12.50 percent) are disagreed with this statement.
However, the remaining 11.98 percent of the total respondents are neutral with statement.

In the statement “Advertisement appeals produce intense desire to buy the concerned
product.” the majority (70.83 percent) of the respondents agreed with this statement.
Some of the respondents (16.15 percent) are neutral with the statement and rests (13.02
percent) of the total respondents are disagreed with this statement.

Similarly, majority of the respondents (69.27 percent) agreed with the statement that
Presence of celebrity in a product advertisement helps me recognized brand. Some of the
respondents (18.23 percent) disagreed with this statement. However, the remaining 12.50
percent of respondents are neutral with the statement.

The result shows that the majority of the respondents (77.08 percent) agreed that my
purchase intention depends upon sources of credibility. Some of the respondents (13.54
percent) are neutral with the statement and rests (9.38 percent) of the total respondents
are disagreed with this statement.

Similarly, in the statement “Celebrity association influences my purchase intention.” the

majority (68.75 percent) of the respondent agreed that Celebrity association influences
my purchase intention. Some of the respondents (18.75 percent) are neutral about the
statement and rest(12.50 percent) of the total respondents disagreed with this statement.

Likewise, majority of respondents (80.21 percent) agreed that my purchase intention

depends upon informativeness of the product, whereas 10.94 percent of the total
respondents are disagreed about this statement and rest (8.85 percent) of the total
respondents neutral with this statement.

Regarding the responses on the statement, “My purchase intention depends upon
repetition of advertisement about product.”, majority of the respondents (70.83 percent)
agreed with this statement. Some of the respondents (17.71 percent) disagreed about the
statement and remaining (11.46 percent) of the total respondents are neutral about this
statement.

The result also shows that the majority of respondents (75.00 percent) agreed that
advertising appeals stimulate my purchase intention. Some of the respondents (13.02
percent) are disagreed on it. However, the remaining (11.98 percent) of the total
respondents are neutral on it.

The result of correlation analysis indicates that there is a positive and significant
relationship between independent variables (credibility, repetition, informativeness,
advertising appeals and celebrity association) and dependent variable (consumer buying
behavior).

The result of regression analysis shows that, all the independent variables (credibility,
repetition, informativeness, advertising appeals and celebrity association) are positive and
significant at 1 percent level of significant with dependent variable (consumer buying
behavior). The analysis concluded that the credibility, repetition, informativeness,
advertising appeals and celebrity association have positive impact on consumer buying
behavior. Thus, the TV advertisement must provide quality information of two wheelers
in Kathmandu valley.
 Chapter V
Summary and conclusion

This chapter presents the brief summary of the entire study and highlights major findings
of the study. Moreover, the major conclusions are discussed in separate section of this
chapter that is followed by some implications and the recommendations regarding the
impact of different factors on consumer buying behavior in Kathmandu valley. Finally,
the chapter ends with the scope of the future research in same field.

5.1 Summary

Consumer buying behavior entails all activities of consumers linked with the use, buying
and disposal of services and products including the mental, behavioral and emotional
responses of consumers that determine, follow or precede these activities (Loudon and
Della, 1988).Khaniwale (2015) stated that consumer buying behavior involves the study
of individuals and the method they employ to choose, utilize, and set out products and
services to fulfill consumer’s wants and the effect that these method have on the
consumer and the society as a whole.

We can expect that the credibility of messages transferred to TV devices also can
influence consumer attitude toward the advertising. Therefore, based on the previous
literature we conclude that the credibility of a TV advertising message has a positive
influence on consumer attitude toward advertisement. Likewise, the importance of
corporate credibility to marketing’s success is attracting increased attention among
academics and practitioners (Dacin and Brown, 2002).

Repetition of commercial means that when a television commercial and its message on
air over more than one time in a day. The repetition of commercials may influence
consumer to purchase the product appear in the advertisements. The more frequency of
repetition of ads builds positive image in the mind of viewers. Thus, repetition becomes
an important way to build up the credibility among customers (Majeed and Razzak,
2011).
According to Gao and Koufaris (2006), informativeness can be defined as the fulfillment
consumers want and is a chance for marketers to expand to present alternative products
and services by distributing the bulk of the information through advertising. As
information is a cornerstone of advertising, marketers have created bounteous advertising
messages in order to provide sufficient, useful, and interesting information of products
and services (Gordon & DeLima, 1997).

Schiffman and Kanuk (2007) found that advertising appeal as the degree of drawing
consumers’ attention and enhancing their desire to increase their product purchase
intention. Likewise, advertising appeal is categorized into rational appeal and emotional
appeal (Belch and Belch, 1998). Chu (1996) revealed that celebrity endorsement is
become a winning formula for companies to improve the brand image and sales of a
brand. Sonwalker (2011) found that there is a significant impact on target market
companies are now using celebrities to make their brands prominent, recognizable and
remember by viewers because people are more attractive towards celebrities and can
easily retain their message.

The main purpose of the study is to find out the impact of TV advertisement on consumer
buying behavior of two wheelers in Kathmandu valley. The specific objectives are:to
analyze the dimension of TV advertisement (credibility, repetition, informativeness,
advertisement appeals and celebrity association) on consumer buying behavior of two
wheelers in Kathmandu valley, and to determine the impact of TV advertisement on
consumer buying behavior of two wheelers in Kathmandu valley.

Similarly, other specific objectives includes:, to examine the relationship of credibility,

interacting, celebrity association, informativeness and advertisement appeals on
consumer buying behavior in case of Kathmandu valley, to identify the most influencing
factor of consumer buying behavior dimension that explains the buying behavior of the
consumer, to identify the role of TV advertisement on consumer buying behavior in
Kathmandu valley, to find out the factor of consumer buying behavior this can be
improvement in two wheelers.
The literature review on consumer buying behavior reveal there is positive relationship
between credibility, repetition, informativeness, advertisement appeals, celebrity
associationand consumer’s buying behavior. Television advertising is a very effective
tools of communicating message to its target audience as it has the ability to combine
visual & audio communication and thus this makes advertisements is an important
medium to make people aware of any products (Sonkusare, 2013).

Brown and Dacin(1997) found that the influence of corporate credibility, a dimension of
corporate reputation, on attitude formation toward advertisements and brands has only
recently been addressed. Likewise, the result found that the frequency of advertisement
appears was positively associated with the purchase intention and brand name recall. In
other words, when advertising increases it will lead purchase intention and brand recall
increase (Turley and Shannon, 2000). According to Oh and Xu(2003),informativeness
refers to the ability to effectively provide relevant information as well as entertainment,
the content of advertisements (informativeness) is important to the effectiveness of
advertising and it shows a direct influence on the customers´ perceptions of the company
and the company´s products.

According to Gupta (2009), celebrity endorsement is a publication tool that uses popular
personalities associate their public image with the brands to help in creating or
developing the brands’ image. Further,it has become a profitable tool for organizations
which creates a significant image of brand in the minds of consumers over competitive
brands present in the market. Schiffman and Kanuk (2007) defined that advertising
appeal as the degree of drawing consumers’ attention and enhancing their desire to
increase their product purchase intention. Belch and Belch (1998) found that advertising
appeal is categorized into rational appeal and emotional appeal.

This study is primarily based on primary sources of data. The primary sources of data
have been used to assess the opinion of respondents with respect to impact of TV
advertisement. The questionnaire survey has been conducted to know the opinions of
respondents regarding credibility, repetition, informativenes, advertising appeals and
celebrity association. A set of questionnaires was prepared and distributed to the two
wheelers consumer’s of Kathmandu valley. The questions were designed to get the views,
related information from the respondents. Data were collected using well formulated
questionnaires. The respondents represent consumers of two wheelers in Kathmandu
valley and total of 192 questionnaires were collected.

Descriptive statistics, correlation coefficient and a step wise regression method has been
applied to estimate the relationship between consumer buying behavior as a dependent
variable withcredibility, repetition, informativenes, advertising appeals and celebrity
association as independent variables. The collected data has been processed with the use
of SPSS Statistical package.

Based on the analysis of data, the major findings of the study are summarized as follows:

1. Among the 192 respondents, the majority of the respondents are males (63.54%
percent). The rest (36.46 percent) of the total respondents are female.
2. Majority of the respondents i.e. 135 out of 192 respondents belong to age group of
26 - 35 years, constituting 70.30% percent of total respondents. 43 respondents
constituting 22.40 percent of total respondents lies under 25. Similarly, among
220 respondents, 12 respondents constituting 6.25 percent of total respondents are
between 36 – 45 years. Similarly, among 192 respondents, 2 respondents lie in the
age group of 46 and above years constitutes 1.05 percent.
3. Likewise, majority of the respondents (63.02 percent) are master degree holders,
followed by bachelor degree graduates (32.29 percent), intermediate degree (3.65
percent) and M. Phil/Ph. D holders (1.04 percent).
4. Among the 192 respondents, the majority of the respondents are single (63.54%
percent). The rest (36.46 percent) of the total respondents are married and (0
percent) are others.
5. Among the 192 respondents, the majority of the respondents are nuclear family
(85.42 percent). The rest (14.58 percent) of the total respondents are joint family.
6. The result shows that the majority of the respondents (61.46 percent) agreed that I
mostly purchase products shown in TV ads while purchasing two wheelers. Some
respondents (15.63percent) disagreed that they mostly purchase products shown
 in TV ads while purchasing two wheelers. However, the remaining (22.92
percent) respondents of the total respondents are indifferent with the statement.
7. On the other hand, majority of the respondents (67.71percent) believed that they
find advertising on two wheelers is credible. Some respondents (15.10 percent)
not believed that I find advertising on two wheelers is credible. However, the
remaining (17.19 percent) of the total respondents are neutral with the statement.
8. Likewise, the majority (66.15 percent) of respondents agreed that I find
advertising on two wheelers is trustworthy, some respondents (16.67 percent)
disagreed that they find advertising on two wheelers is trustworthy. However, the
rest (17.19 percent) of the respondents are neutral about this statement.
9. Regarding the responses on the statement “Advertising helps to make better
selection”, majority of the respondents (73.44percent) believed that the credibility
is really an important factor while purchasing two wheelers. Some respondents
(11.98 percent) of the respondents not believed that advertising helps to make
better selection while purchase two wheelers. However, the rest (14.58 percent) of
the total respondents are neutral about this important.
10. Similarly, majority of the respondents (59.90 percent) agreed that the quality of
product is as good as expected from TV ads. Some of the respondents (23.96
percent) disagreed with this statement. However, the rest (16.15 percent) of the
total respondents are indifferent with this statement.
11. The mean of the credibility ranges from a minimum value of 3.37 to maximum
value of 3.69. Among them, the most significant observations of the respondents
regarding credibility is “I find advertising on two wheelers is trustworthy” with
mean value of 3.69 whereas, the most insignificant observation is “Quality of
product is as good as expected from TV advertisement” with mean value of 3.37.
12. Weighted average mean value for credibility is 3.62. It indicates that credibility is
an important factor for consumer buying behavior of two wheelers in Kathmandu
valley.
13. The result shows that the majority of the respondents (77.60 percent) agreed that
the more frequency of repetition advertisement builds positive image in the mind
of viewers. Some of the respondents (13.54 percent) are disagreed about this
 statement. However, rests of the respondent (8.85 percent) are neutral with this
statement.
14. Likewise, majority of the respondents (71.35 percent) believed that repetition
becomes an important way to build up the credibility among customers. Some of
the respondents (16.15 percent) not believed that repetition becomes an important
way to build up the credibility among customers. However, rests of the
respondent (12.50 percent) are indifferent with the statement.
15. In the other hand, the majority of the respondents (65.10 percent) agreed that
potential customers watches and hears about a brand on TV frequently which
increases brand credibility. Few of the respondent (16.67percent) disagreed with
this statement. However, rests (18.23 percent) of the total respondent were neutral
with statement.

16. Similarly, majority of the respondents (65.63 percent) agreed that frequently
repetition of TV advertisement has positive impact on customer minds. Some of
the respondents (17.71 percent) disagreed with the statement. However, rests of
the total respondent (16.67 percent) are neutral with the statement.

17. In addition, majority of the respondents (68.23 percent) believed that Frequency
of advertising increases leads to increase in purchase intention and brand recall.
Few of the total respondents (15.10 percent) not believed with the statement.
However, the remaining of the total respondents (16.67 percent) is neutral with
the statement.

18. The mean of the repetition ranges from a minimum value of 3.61 to maximum
value of 3.84. Among them, the most significant observations of the respondents
regarding repetition is “The more frequency of repetition advertisement builds
positive image in the mind of viewers” with mean value of 3.84 whereas, the most
insignificant observation is “Frequency repetition of TV advertisement has
positive impact on customer minds” with mean value of 3.61.
19. Weighted average mean value for repetition is 3.68, which indicate that repetition
is an important factor for consumer buying behavior of two wheelers in
Kathmandu valley.
20. Regarding the responses on the statement “Advertising on two-wheelers provided
valuable information about the product”. Majority of the total respondents (76.56
percent) agreed with the statement. Some of the respondents (11.98 percent) are
neutral about this statement. However, the rest of the respondent (11.46 percent)
disagreed with the statement.
21. In the other hand, majority of the respondents (73.96 percent) are agreed with the
statement that advertising tells me which brands of two-wheelers have the
features I am looking for. Some of the respondents (13.54 percent) are disagreed
with the statement. However, rests of the respondents (12.50 percent) are neutral
with the statement.
22. In the statement “Advertising helps me keep up to date about the products
available in the two-wheelers market place”, the majority of the respondents
(77.08 percent) are agreed with the statement. Some of the respondents (13.02
percent) are neutral with above statement. However, rests of the respondents
(9.90 percent) are disagreed about the statement.
23. Likewise, majority of the respondents (75.52 percent) are argued that TV
advertising provides valuable information about product quality and price of two-
wheelers. Some respondents (12.50 percent) are not argued with this statement.
However, the remaining (11.98 percent) of the total respondents are neutral with
statement.
24. Similarly, regarding the statement “Advertisements are informative source of
existing products and new products.” majority of the respondents (79.16 percent)
agreed that advertisements are informative source of existing products and new
products. Some of the respondents (11.42 percent) are disagreed with the
statement and rests of the respondents (11.42 percent) are neutral about this
statement.
25. The mean of the informativeness ranges from a minimum value of 3.73 to
maximum value of 3.89. Among them, the most significant observations of the
 respondents regarding informativeness is “Advertising on two wheelers provided
valuable information about product” with mean value of 3.89 whereas, the most
insignificant observation is “TV advertising provides valuable information about
product quality and price of two wheelers” with mean value of 3.73.
26. Weighted average mean value for informativeness is 3.82, which indicate that
informativesness is an important factor for consumer buying behavior of two
wheelers in Kathmandu valley.
27. Regarding the responses on the statement “Humorous advertisements get
concentration and attract audience by its capability.” majority of the respondents
(73.44 percent) agreed with this statement. Some of the respondents (17.19
percent) are disagreed with this statement. However, the rest of the respondents
(9.38 percent) are neutral with the statement.
28. In the statement “Advertisement appeals produce intense desire to buy the
concerned product.” the majority (70.83 percent) of the respondents agreed with
this statement. Some of the respondents (16.15 percent) are neutral with the
statement. However, the rest of the total respondents (13.02 percent) are disagreed
with this statement.
29. Moreover, majority of the respondents (73.96percent) agreed with the statement
that the use of gender in advertisement influences the targeted customers. Some of
the respondents (16.67 percent) disagreed with the statement. However, remaining
(9.38 percent) of the total respondents is neutral with the statement.
30. Likewise, the majority of the respondents (73.96 percent) agreed that Advertising
drives the buying behavior of the people to buy the product which they don't need.
Some of the respondents (13.02 percent) disagreed about this statement. However,
rests of the respondents (13.02 percent) are neutral with the statement.
31. Similarly, majority of the respondents (75.52 percent) agreed that emotional
appeals will boost the customer’s psychological requirements and fulfils their
mental status. Some of the respondents (14.58 percent) disagreed with the
statement. However, rests of the respondents (9.90 percent) are neutral with the
statement.
32. The mean of the advertising appeals ranges from a minimum value of 3.67 to
maximum value of 3.74. Among them, the most significant observations of the
respondents regarding advertising appeals is “Advertising drives the buying
behavior of the people to buy the product which they don’t need” with mean value
of 3.74 whereas, the most insignificant observation is “Advertising appeals
produce intense desire to buy the concerned product” with mean value of 3.67.
33. Weighted average mean value for advertising appeals is 3.72, which indicate that
advertising appeals is an important factor for consumer buying behavior of two
wheelers in Kathmandu valley.
34. Regarding the responses on the statement “I believe on brand specifically
advertised by celebrity are of good quality”, majority of the total respondents
(64.06 percent) agreed with the statement that their purchase regarding two
wheelers is influenced by celebrity association. Some respondents (19.79 percent)
disagreed with the statement. However, rests of the respondents (16.15 percent)
are neutral about this statement.
35. Likewise, majority of the respondents (60.42 percent) agreed that my favorite
celebrity endorsing it. Some respondents (22.40 percent) disagreed that my
favorite celebrity endorsing it. However, rests of the respondents (17.19 percent)
are neutral about this statement.
36. In the statement “I would stop buying a product if my favorite celebrity endorsing
it got involved in a scandal”, the majority (42.23 percent) of the respondent
agreed about this statement. Some respondents (34.90 percent) are disagreed
about the statement. However, rests (21.88 percent) of the total respondent are
neutral with above statement.
37. Similarly, majority of the respondents (69.27 percent) agreed with the statement
that Presence of celebrity in a product advertisement helps me recognized brand,
some of the respondents (18.23 percent) disagreed with this statement. However,
the remaining respondents (12.50 percent) are neutral with the statement.
38. Likewise, the majority (65.10 percent) of the respondents agreed with the
statement that I think endorsement is an important factor when I make my
 decisions. Some of the respondents (20.31 percent) disagreed with the statement
and rests (14.58 percent) of the total respondents are neutral about this statement.
39. The mean of the celebrity association ranges from a minimum value of 3.05 to
maximum value of 3.54. Among them, the most significant observations of the
respondents regarding celebrity association is “I think celebrity endorsement an
important factor when I make my decision” with mean value of 3.54 whereas, the
most insignificant observation is “I would stop buying a product if my favorite
celebrity endorsing it got involved in a scandal” with mean value of 3.05.
40. Weighted average mean value for celebrity association is 3.41, which indicate that
celebrity association is an important factor for consumer buying behavior of two
wheelers in Kathmandu valley.
41. Majority of the respondents (77.08 percent) agreed that my purchase intention
depends upon sources of credibility, some of respondents (13.54 percent) are
neutral with the statement and rests of the total respondents (9.38 percent) are
disagreed with this statement.
42. Similarly, in the statement “Celebrity association influences my purchase
intention.” the majority (68.75 percent) of the respondent agreed that Celebrity
association influences my purchase intention, whereas 18.75 percent of the total
respondents stated neutral about the statement and rest (12.50 percent) of the total
respondents disagreed with this statement.
43. Likewise, majority of respondents (80.21 percent) agreed that my purchase
intention depends upon informativeness of the product, whereas 10.94 percent of
the total respondents were disagreed to the statement and rest (8.85 percent) of the
total respondents neutral with this statement.
44. Regarding the responses on the statement, “My purchase intention depends upon
repetition of advertisement about product”, majority of the respondents (70.83
percent) agreed with this statement, some of the respondents (17.71 percent) are
disagree about the statement and remaining respondents (11.46 percent) are
neutral about this statement.
45. Likewise, the majority of respondents (75.00 percent) agreed that advertising
appeals stimulate my purchase intention, some respondents (13.02 percent) are
 disagreed that advertising appeals stimulate my purchase intention. However, the
remaining respondents (11.98 percent) are neutral with the statement.
46. Regarding the responses on the statement, “Advertising tells which brands have
the feature I am looking for.”, majority of the respondents (74.48 percent) agreed
that advertising tells which brands have the feature I am looking for. Some of the
respondents (15.63 percent) are disagree about the statement. However, remaining
respondents (9.90 percent) are neutral with the statement.
47. The mean value of the consumer buying behavior ranges a minimum value of
3.60 to the maximum value of 3.97. Among them, the most significant
observations of the respondents regarding consumer buying behavior is “My
purchase intention depends upon informativeness of the product.” with mean
value of 3.97 whereas, the most insignificant observation is “My purchase
intention depends upon repetition of advertisement about product” with mean
value of 3.60.
48. Weighted average mean value for celebrity association is 3.75, which indicate that
consumer buying behavior is an important factor for consumer buying behavior of
two wheelers in Kathmandu valley.

49. Correlation of results shows that credibility is positively related to consumer

buying behaviour. It indicates that they mostly purchase products shown in TV
advertisement while purchasing two wheelers.

50. Similarly, repetition is positively related to consumer buying behaviour. It

indicates that the more frequency of repetition advertisement builds positive
image in the mind of viewers.

51. The result also shows that informativeness is positively correlated to consumer
buying behaviour. It indicates that TV advertising provides valuable information
about product quality and price of two wheelers.

52. Likewise, advertising appeals is positively related with consumer buying

behaviour. It indicates that advertisement appeals produce intense desire to buy
the concerned product.
 53. In other hand, celebrity association is positively related to consumer buying
behaviour. It indicates that celebrity association of TV advertisement influences
the buying behaviour of the consumer.

54. The result shows that beta coefficients for credibility are positive with consumer
buying behavior. It indicates that credibility has a positive impact on consumer
buying behavior.

55. Furthermore, the result reveals that beta coefficients for repetition are positive
with consumer buying behavior. It indicates that the repetition has a positive
impact on consumer buying behavior.

56. Likewise, the study also shows that the beta coefficients for informativeness are
positive with consumer buying behavior. It indicates that infomativeness has a
positive impact on consumer buying behaviour.

57. Similarly, the result reveals that beta coefficients for advertising appeals are
positive with consumer buying behavior. It indicates that informativeness has a
positive impact on consumer buying behavior.

58. In addition, the result reveals that beta coefficients for celebrity association are
positive with consumer buying behavior. It indicates that the celebrity association
has a positive impact on consumer buying behavior.

5.2 Conclusion

The study shows that credibility, repetition, informativeness, advertising appeals and
celebrity association are positively correlated to consumer buying behavior. This reveals
that increase in credibility, repetition, informativeness, advertising appeals and celebrity
associationhave highly impacted on consumer buying behavior.

The major conclusion of the study shows that credibility, repetition, informativeness,
advertising appeals and celebrity association have positive impact on consumer buying
behavior of two wheelers in Kathmandu valley. In addition, the most impactingfactor on
consumer buying behaviour of two wheelers in Kathmandu valley is informativeness
followed by celebrity association and advertising appeals.
5.3 Recommendations

On the basis of the findings of the study, the following recommendations are made:

1. The study observed a positive relationship between credibility and consumer

buying behavior. Hence, the manufacturers willing to stimulate the buying
behavior of the consumer should focus on credibility of TV advertisement of the
two wheelers.
2. The study revealed a positive relationship between repetition and consumer
buying behavior. Hence, the firms willing to drive the consumers to purchase
should focus more on repetition of TV advertisement of two wheelers.
3. The study showed a positive relationship between informativeness and
consumer buying behavior. Hence, the manufacturers willing to drive the
consumers to purchase more should add more information of two wheelers
through TV advertisement.
4. The study revealed a positive relationship between advertising appeals and
consumer buying behavior. Hence, the manufacturers willing to stimulate the
buying behavior of the consumer should focus on advertising appeals of two
wheelers through TV advertisement.
5. The study also observed a positive relationship between celebrity association
and consumer buying behavior. Hence, firms willing to encourage consumers to
purchase more should focus on attractive advertising of two wheelers.

5.4 Scope for the future research

This study can be regarded as the preliminary steps in investigating the factors which
impact of TV advertisement on consumer buying behavior of two wheelers in Kathmandu
valley. The study remains enough ground for the further studies, which are listed below:

1. This study has taken only primary data as sample. Academicians are suggested
to take secondary data as a sample for more convenient result.
2. The study tried to obtain the opinion of people residing at Kathmandu
metropolitan city. Further study can be conducted taking same sample size from
other cities and marketing factors which influence the purchase behavior.
3. Further analysis can be made on this study based on new findings from latest
literatures and new variables such as interacting, fashion, religious and culture.
4. The study focuses on impact of TV advertisement on consumers buying
behavior of two wheelers. Future studies can be made on buying behavior of
four wheelers too.
5. The sample size for the study is small, so further study can be done by taking
larger sample size.
6. This study has applied linear regression model. Further, the study can be done
by using some advanced statistical tools such as non-linear statistical tools and
bidirectional causality tools.
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 Appendix
Questionnaire
Impact of TV advertisement on consumer buying behaviour of two wheelers in
Kathmandu valley
Independent variables
1. Credibility
S. Statement Strongly Agre Neutra Disagre Strongly
N Agree e l e Disagree
1 I mostly purchase products
shown in TV ads.
2 I find advertising on two-
wheelers is credible.
3 I find advertising on two-
wheelers is trustworthy.
4 Advertising helps to make
better selection.
5 Quality of product is as
good as expected from TV
ads.

2. Repetition
S. Statement Strongly Agree Neutra Disagree Strongly
N Agree l Disagree
1 The more frequency of
repetition ads builds positive
image in the mind of viewers.
2 Repetition becomes an
important way to build up the
credibility among customers.
3 Potential customers watches
and hears about a brand on TV
frequently which increases
brand credibility.
4 Frequently repetition of TV
advertisement has positive
impact on customer minds.
5 Frequency of advertising
increases leads to increase in
purchase intention and brand
recall.

3. Informativeness
S. Statement Strongly Agree Neutral Disagre Strongly
N Agree e Disagree
1 Advertising on two-wheelers
 provided valuable information
about the product.
2 Advertising tells me which
brands of two-wheelers have
the features I am looking for.
3 Advertising helps me keep up
to date about the products
available in the two-wheelers
market place
4 TV advertising provides
valuable information about
product quality and price of
two-wheeler.
5 Advertisements are informative
source of existing products and
new products.

1. Celebrity endorsement

S. Statement Strongly Agre Neutral Disagree Strongly

N Agree e Disagree
1 I believe on brand specifically
advertised by celebrity are of
good quality.
2 I would buy two-wheeler if my
favorite celebrity endorsing it.
3 I would stop buying a product
if my favorite celebrity
endorsing it got involved in a
scandal.
4 Presence of celebrity in a
product advertisement helps
me recognised brand.
5 I think celebrity endorsement is
an important factor when I
make my decisions.

2. Advertising appeals

S.N Statement Strongly Agree Neutral Disagre Strongly

Agree e Disagree
1 Humorous advertisements get
concentration and attract
audience by its capability.
2 Advertisement appeals produce
intense desire to buy the
 concerned product.
3 The use of gender in
advertisement influences the
targeted customers.
4 Advertising drives the buying
behavior of the people to buy
the product which they don't
need.
5 Emotional appeals will boost
the customer’s psychological
requirements and fulfils their
mental status.

Section D: Dependent Variables

6. Consumer buying Behaviour
S.N Statement Strongly Agree Neutral Disagree Strongly
Agree Disagree
1 My purchase intention depends upon
sources of credibility.
2 Celebrity association influences my
purchase intention.
3 My purchase intention depends upon
informativeness of the product.
4 My purchase intention depends upon
repetition of advertisement about
product.
5 Advertising appeals stimulate my
purchase intention.
6 Advertising tells which brands have
the feature I am looking for.