A Case Study of the Influence of Fast Food Television Commercial on Youth’s Purchasing Behaviour

Lim, Sok Ting (2020) A Case Study of the Influence of Fast Food Television Commercial on Youth’s Purchasing Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Television commercials is one of the best and fastest way for a company to advertise their product or service to the public. Television commercial is to inform and persuade customers to make a purchasing decision. TVCs with celebrity endorsement and entertainment, familiarity, proximity contents will create remembrance for the customers toward that particular product or service. Therefore, the effects of television commercial on youths’ purchasing behavior are well established. The focus of this study is to investigate the influence of fast food television commercial on youth’s purchasing behavior. The study included survey questionnaire and focus group interviews to test the effects of fast food television commercial on youth’s purchasing behavior. Lastly, ends with some information about the limitation of this study and suggestions for future research into youth’s purchasing behavior after watching TVCs.