A STUDY ON CONSUMER PURCHASE BEHAVIOURS TOWARDS SELECT TELEVISION BRANDS IN THE TWIN CITIES OF TELANAGNA STATE

Abstract

The present study work evaluated the effects of several factors on customer purchasing behaviours in the context of selected branded television in the twin cities of Telanagna. The researcher considered significant factors such as media exposure, brand preference, and brand awareness to influence purchase behaviour. 724 primary data were collected using a standardized questionnaire in twin cities of Telanagna state to meet the study's primary objectives. Data were analyzed using ANOVAs, and correlations, using the SPSS 23.0 version to arrive at the conclusions and recommendations. According to the study's results, Hypotheses results revealed that media exposure (H01), Brand preference (H02), brand awareness (H03), brand loyalty (H04) and Brand equity (H05) had a statistically significant impact on the consumer purchase behaviour towards branded television.