摘要：Television and advertising together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach not only adult consumers but also the adolescents. Adolescents are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 adolescent girls, studying in class 9th-12 t h , to know the impact of T.V. advertisement on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brand introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that T.V. advertisements helped them to make better choice during shopping. The girls utilized their pocket money received every month for shopping. The main items purchased from the pocket money were- food, cosmetics, gifts and cards. They mostly went to shopping with parents .The girls planned their shopping after discussion with family members. In purchase of food items, stationary, cosmetics and toiletries, the girls were influenced by T.V. advertisements. In case of clothing they were guided by fashion, friends and boutiques. The respondents preferred to buy branded and standardized products which are more advertised on Television. var currentpos,timer; function initialize() { timer=setInterval("scrollwindow()",10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0,++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initialize NIDHI KOTWAL, NEELIMA GUPTA AND ARJEE DEVI 52 sample comprising 100 rural and 100 urban adolescents were selected purposively and interview schedule method was employed. They observed that Television was the most important media of information regarding fashion awareness among rural and urban respondents while friends were the next important source of information for these respondents. Boutiques were the major source of information for urban adolescents. It was also evidenced that income and society were the main factors affecting the clothing Television advertising can have a powerful influence on adolescents, food preferences, consumption and behavior. 'Advertising seen is measured by looking at 'impacts.' Impacts provide a measure of advertising exposure. One impact is equivalent to one member of the target audience viewing one commercial spot. Around one in five of all of the T.V. advertisement seen by adolescents is for a core category product. Having realized the stupendous effect T.V. adver- tising has not only on the purchasing pattern but also on the total lifestyle of adolescents a need was felt to study the impact of T.V. adver- tisements on the buying pattern of the adole- scent girls in Jammu City METHODOLOGY The present study was conducted in a two girl's higher secondary schools - one government and one private, situated in Gandhi Nagar area of Jammu City. A sample of 100 adolescents girls (50 from each school), studying in class 9th-12th were selected for the study. A questionnaire was used to collect the information from the girls. The data was collected in the month of October and November, 2005. to know the Impact of T.V. advertisements on the buying pattern of adolescent girls. The data obtained were compiled and tabulated. Analyses of the data were done both qualitatively and quantitatively using simple numbers and percentages. RESULTS AND DISCUSSION Buying is a complex process involving a number of decisions to be made as to what to buy, where to buy, when and how much to buy. This process is divisible into stages such as awareness, information, application, trial and adoption. The buyers are aware of the product through one source, yet other sources might provide more information at the information stage. It might still be a different source influencing at the application stage when the purchase is made. The results of the study revealed that the girls viewed T.V. advertisements with interest and found them entertaining and informative. The main reasons for liking an advertisement was the information it provided regarding the discount, special gifts attached, brands and quality of the product. The non-informative factors like celebrities, Catchy slogans, visual effects funny advertisements, good music and action were also the reasons for liking an advertisement, in order of priority. Table 1 depicts that majority of the respondents (56%) were of the opinion that T.V. advertisements played a vital role in introducing a new product in the family list. Convincing to purchase the product and reinforcing the familiarity were rated second and third respectively. Some were of the view that the advertisement also act as a "Time Saver" during shopping, as they do not have to go for an initial survey in the market. Researches have shown that for an average consumer advertising acts as a source of information, a time saver and assurance of quality (Malathi and Kumar, 1989; Mascreanhas and Higby, 1993; Rana, 1995). S. No. Responses N % 1 . Introducing new product in the family list 5 6 56% 2 . Reinforcing familiarity of the product 1 5 15% 3 . Convincing to purchase the product 2 4 24% 4 . Time Saver 5 5% Total 100 100% Table 1: Opinion regarding the role of T.V. Adver- tisement on buying S. No. Responses N % 1 . Want to buy the New Brand 8 0 80 % 2 . Continue with your old Brand 2 0 20 % Total 100 100% Table 2: Effect of advertisement on purchase of new brand in the commercial The above table 2 reveals that, majority of the respondents (80%) after watching an advertisement wanted to buy the new brand introduced in the market instead of continuing with their old brands. Some of the respondents stated that these new brands were associated
