A Study on the Switching Behaviour of Customers During Television Commercials
Chapter I
Introduction
&
Literature Review
Introduction
Along with the extreme competition prevailing in the market to convince people about the authenticity of the manufacturers’ products and to attain more brand recall, manufacturers’ are aggressively investing on the promotional activities of the products.
In 2011, according to the report of FICCI Frames 2012 the total television subscribers in India are 119 million & television viewing time is 154 minutes per day. Looking at this large segment in the entertainment & media industry the marketers are readily switching to television commercials to promote their products. In 2011, the total television advertisement revenue is 116 INR billion.
As the advertisements are quickly registered in consumers mind, advertisers are inclined to give ads to make viewership as high as possible. But due to increase in channels i.e. 831 channels in 2012 it is observed that viewers tend to switch channels more during break times which reduce authenticity of promotional effort and cost associated for ads.
Previously a study conducted by Sourav Banerjee (2010) said that there are 22 factors which influence the channel switching behaviour of consumers. A study conducted by London Business School revealed that people do many other things like talking, reading, channel hopping and household chores instead of watching television during breaks.
There is a gap in this study, no researcher found out which are all the factors affecting the channel switching behaviour in different gender & age groups. Our project focus on the psychological facets of the viewers that insights them to switch channels during breaks and reasons for channel switching behaviour during television commercials with a sample taken from city of Cochin. The following segment of the research compares the behaviour patterns of male-female genders & two separate age groups.
It is likely that the study would provide great help to the marketers in
Introduction
&
Literature Review
Introduction
Along with the extreme competition prevailing in the market to convince people about the authenticity of the manufacturers’ products and to attain more brand recall, manufacturers’ are aggressively investing on the promotional activities of the products.
In 2011, according to the report of FICCI Frames 2012 the total television subscribers in India are 119 million & television viewing time is 154 minutes per day. Looking at this large segment in the entertainment & media industry the marketers are readily switching to television commercials to promote their products. In 2011, the total television advertisement revenue is 116 INR billion.
As the advertisements are quickly registered in consumers mind, advertisers are inclined to give ads to make viewership as high as possible. But due to increase in channels i.e. 831 channels in 2012 it is observed that viewers tend to switch channels more during break times which reduce authenticity of promotional effort and cost associated for ads.
Previously a study conducted by Sourav Banerjee (2010) said that there are 22 factors which influence the channel switching behaviour of consumers. A study conducted by London Business School revealed that people do many other things like talking, reading, channel hopping and household chores instead of watching television during breaks.
There is a gap in this study, no researcher found out which are all the factors affecting the channel switching behaviour in different gender & age groups. Our project focus on the psychological facets of the viewers that insights them to switch channels during breaks and reasons for channel switching behaviour during television commercials with a sample taken from city of Cochin. The following segment of the research compares the behaviour patterns of male-female genders & two separate age groups.
It is likely that the study would provide great help to the marketers in
Links: http://mib.nic.in/writereaddata/html_en_files/tvchannels/Permitted_channels.pdf