Published Paper Details:

India is a booming nation with a variety of brands to choose from. Companies are finding it difficult to differentiate their products based on basic product attributes because there are too many products available in the market. Through advertising, businesses can generate awareness and differentiate themselves among their customers, and television is the best way to achieve this. Television is the most widely used medium for advertising to gain information regarding a product or service, and yet it is the most practical method of reaching out to young people. The current study was conducted on 100 young customers between the ages of 15 and 29 in the Nainital District, and data was collected through a well-structured questionnaire in order to determine the impact of television advertisements on their purchasing behavior. The study conducted revealed that television advertisements have a significant impact on the buying behavior of young consumers. The results of the study also indicated that these ads have a crucial role in introducing a new product and making better buying decisions for the family. 67% of youth seek advice from their family before going shopping. They believe that ads on television help them in making better purchasing or shopping decisions. Young people are motivated to buy a product when it is endorsed by a famous personality or celebrity.