Universiti Teknologi Malaysia Institutional Repository

Investigating the effect of speech tools (Video Media (TV)) and internet on the consumers purchasing behavior in developed countries

Mazhari, Mohammad Yaser and Mahmoud, Mohammad and Sukati, Inda and Abdulahad, Bawer Marwan and Azeez, Safeen Saber (2013) Investigating the effect of speech tools (Video Media (TV)) and internet on the consumers purchasing behavior in developed countries. European Journal of Scientific Research, 103 (3). pp. 468-476. ISSN 1450-216X

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Abstract

The contemporary competitive environment, drawing consumers is challenging and quite difficult to be attained. One remarkable method for marketers to attract customers is through advertisement and its allied tools. This study intends to find out the level of the influence of advertising tools, such as the speech tool (video Media (TV)) and Internet, on consumers’ purchasing behavior with regards to the purchase of detergents in Kuala Lumpur (KL) in Malaysia. Likewise, delves into the comparative influences of advertising tools between the two advertising tools. There are 384 costumer-respondents in these studies who are residents of KL. The instrument utilized in data gathering was through a questionnaire survey and the data were analyzed based on Friedman and One-Sample Test model. The findings revealed that there exists significant difference between the two advertising instruments (speech tools (video Media (TV) and Internet) which have been used in this research. Results show that the Internet medium is more effective on influencing consumers’ behavior on purchasing detergent than the TV.

Item Type:Article
Uncontrolled Keywords:consumer behavior, advertising tools, detergents
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:40457
Deposited By: Narimah Nawil
Deposited On:14 Aug 2014 11:07
Last Modified:31 Mar 2019 16:31

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