Consumer Attitude towards TV Advertising Based Upon Consumer Age & Gender

Abstract

Mass media has always been a useful way for marketers to attract consumers towards their products. But since the market is highly differentiated today the term “target market” is used widely. TV being the highly used media for advertisements even in the 21st century is part of this research showing how the consumers in Pakistan show their attitude towards TV advertisement, Consumers of old age group and young age group are both equally important as both are increasing in number today worldwide and that has made many researchers to focus their studies on different age groups and their attitudes to evaluate the importance each group gives to how they perceive the advertising. Also the result is tested if the gender of the consumer changes the attitude. The findings indicate old age group of consumers are relatively more interested in TV ads as compared to the young generation and gender has little significance in one’s attitude towards advertising.

Keywords: Consumer Attitude, TV Advertising, Consumer Age Groups, Consumer Genders, Pakistan