Print Media and Electronic Media Strategies on Consumer Purchase Behaviour: A Comparative Study
- Author Rambabu Lavuri
- DOI
- Country : India
- Subject : Business Management
Keywords : Consumer, electronic media, print media, media channels, media ads appeals
Abstract
The present paper objective was to determine whether print media such as newspapers, magazine, Posters and Billboards are more or less effective than electronic media such as TV, Radio, internet and mobile ads in attracting consumers towards their respective products or services, this paper explained about how the both medias use strategies for attracting consumers. For that determinants like different media channels, media ads appeals, different types of media ads and media strategies used for my research work for comparing both Medias strategies. A sample of 417 consumers was selected with structure questionnaire for comparing both Medias. It was tested by the descriptive statistics, percentages, ANOVAs and independent sample t- test by using SPSS 20.0 version. The results showed that there is a significant difference in the mean variances in print media and electronic media with regard to diff. types of media channels, diff. types of media ads, media ads appeals, and media strategies Electronic media strategy have significant impact on consumer purchase behaviour.
Comments
No have any comment !