Effect of local Television dramas on Consumer Behavior of females

Abstract

The objective of this research was to explore the effect of local Television dramas on consumer behavior of females and to derive a model for this effect. In order to accomplish this objective survey was conducted using convenience sampling, with a sample size of 250 Pakistani females. Data was collected through questionnaire consisting of fifteen questions on a likert scale. Results show that local Television dramas affect consumer behavior of females. There are four factors behind this effect i.e. product liking, influence of dramas on society, viewers trust and trendsetting. This research implies that marketers should use local Television dramas as a tool for marketing and promoting their goods and services. It has discovered a new medium for firms and organizations to conduct marketing activities.

Keywords: Consumer, Consumer buying behavior, Television, Cultivation theory