Assessment and Evaluation of Citizen's Views on the Impact of Commercial Television Advertising on Consumer Behavior (Case of Study: Ardebil City)

Document Type: Research Paper

Authors

1 M.A., West Tehran Branch, Islamic Azad University, Tehran, Iran

2 Assistant Professor, Department of Sociology, Azadshahr Branch,Islamic Azad University, Azadshahr, Golestan, Iran

3 Associate Professor, Department of Social Sciences, West Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

The aim of the study of the Assessment and evaluation of citizen's views on the impact of commercial television advertising on consumer behavior (Case Study: Ardebil city). This research will be done by a descriptive- Scrolling method and In terms of purpose, it is an applied type. The instrument for collecting data was A researcher-made questionnaire that includes elements of cultural factors, economic factors, social factors and individual factors and Behavioral Consumer Behavior Inventory (2011), which includes the influence of reference groups, less risky shopping, comfort, bargaining pleasure, consumption by class, and diversity. The target population of this study the all citizens of Ardebil who live in one of the areas of the Ardebil municipality and who are the target audience for commercial TV commercials and use these advertisements. In the in 1398 and the sample size is 297 according to Morgan's table. Also the way of sampling is a simple accident. Data analysis is performed by using SPSS software. The results of this study indicate that commercial television advertising has a bearing on consumer attention and consumer behavior. Also, cultural factors, individual factors, social factors and economic factors in television commercial broadcasting have an impact on consumer behavior

Keywords