INFLUENCE OF TELEVISION COMMERCIALS ON THE CONSUMPTION VALUES OF YOUNG STUDENTS IN BANGLADESH

Abstract

Among the Bangladeshi masses, it is the most common belief that advertisement means television advertising since it is the most efficient paid form of non-personal audio-visual communication tool. Different research insights have shown that even with the emergence of digital and social media, television itself as a popular media and TVCs are still the best tools for brand promotion to young developing countries, which has a thoughtful impact on their purchasing behavior. The young segment has a high level of interest in shifting to a new product and service to improve their lifestyles and living standards, including their family as a whole. A recent research report exposed that about 95% and 89% of Dhaka City teenage students were sampled as passionate television viewers either regularly or on occasions, respectively. It was also noticed that 67 percent of adolescents are influenced by TVCs to assess their purchase decision. Television Commercials (TVCs) are also one of the best cognitive tools to improve the customer socialization process sharing knowledge, skills, and entertaining through music, jingle, folk atonement, action, emotional storytelling, endorsing mainstream celebrities and models. Television commercials are specially designed to target the masses that appeal to their needs, emotions, desires, etc., and prompt them to buy the advertised product using the particular television service. Human society is a multifaceted, multidimensional, deep-rooted, dynamic, and ongoing phenomenon in the human development regime and social development that significantly affects consumer consumption user habits, known as consumer behavior. Thus, consumer behavior includes a broad range of consequences, the process of consumer socialization, which denotes the development of cognitive knowledge and skills, attitudes, and values through improving expectations and key ideological attributes of customers. Essentially, it is the process of enhancing an individual's mental growth to behave as a customer in the marketplace. Many renowned scholars agreed that individual consumption is highly influenced by the consumer socialization process of young people. Among these, consumption values or consumption-related values are the final constructs that help the consumer to complete the buying decision process. Young people in society constitute the new or evolving market segment, attracting researchers, brand builders, and entrepreneurs as an essential socialization agent even in the global arena. The size of this population is large and has grown significantly over the last decades. In 2015 the young international community was 1.2 billion aged between 15-24 years, roughly one out of six people. By 2030, the number of young people is projected to be grown by 7%, nearly 1.3 billion. The young population in developing countries is relatively more extensive than in developed countries. According to the United Nations, the developing countries are the home of 89% of the world's young population as well as Bangladesh is one of the model developing countries in the world. It is well accepted that the young segment plays the leading role in its own purchase decision and influences family and friends, as it is assumed that they are more up-to-date with the latest knowledge on technology. Live Bangladesh Population Clock 2017 - reported that 29.9% of the total population falls under the young population segment in Bangladesh. Therefore, the researcher tried to explore the influence of television commercials (TVCs) on young Bangladeshi students' consumption values and their impact on their buying behavior.

This study has covered qualitative and quantitative approaches for collecting information, which is essential for the research. A systematic and in-depth literature review was accomplished to outline the whole research assignment. Few expert’s opinions were compiled who have vast academic knowledge and on-hand practical expertise in the research area. Two distinct comprehensive, focused group discussions (FGDs) were organized by young students to explore their mind share and understanding. A structured questionnaire was developed to restore the primary data inflow, which was finalized by conducting pilot testing among 10% of the respondents. At first, the researcher discovered some essential scale items against the respective values or factors by using different qualitative research methods. Based on the scale items, the study explored that Television commercials significantly influence the functional, social, emotional, conditional, and epistemic values of young students in Bangladesh. As a result, it may be inferred that TVCs positively impact the consumption values or consumption-related values of young students in Bangladesh. It has also been confirmed that all values are positively correlated to each other. In the light of the above hypothetical analysis, it is evident that the proposed conceptual framework (Figure-3.6) is justified for further research. To ensure flawless data processing software like Microsoft Excel and SPSS version 21 were used to analyze survey data, including frequency analysis, index analysis, dispersion, cross-tabulation, etc. For model testing, structural equation modeling (SEM) was used by Analysis of Moments Structure (AMOS) software. Finally, it can be concluded that the research will have significant contributions in helping marketing experts, brand builders, media planners, business leaders, and researchers who are targeting the most vibrant segment of the universe - the young, mostly young students of Bangladesh. Many vital issues related to the research title have been exposed, analyzed, and explored for the future reference of concerned users.