Document Details

Document Type : Article In Journal 
Document Title :
The Effect of Television Advertisement on Libyan Purchasing Behavior
أثر الإعلان التلفزيوني على السـلوك الشـرائي للمستهلكين الليبيين ( بحث ميداني لعينة من سكان بنغازي )
 
Subject : Business Administration 
Document Language : Arabic 
Abstract : This research attempts to (1) Identify the influence of foreign TV advertisements on buying behavior of Libyan consumers. (2) Evaluating their role as a beneficial informative source for some products. (3) The Libyan consumers influence according to individual characteristics. Influence was measured along four variables – according to AIDA model: Awareness, Interest, Desire and Action. Data was collected from Libyan consumer that watch ad's on foreign TV channels in Benghazi city. A specially designed questionnaire was administered in order to measure the influence of these advertisements along the above four variables. The results was tested for statistical significance using of means, Chi-square and sperman. The results suggest that: 1. The Libyan consumers in Benghazi city were found to prefer the TV advertising than the other types of advertisements. 2. The foreign TV advertisement considered the beneficial informative source about products for Libyan consumers, especially to inform about new products. 3. The TV advertisement effect positively on buying behavior of Libyan consumers, but it's not strong and the effect of advertisement in stimulating the desire for buying is the strongest, while there is no effect on behavioral response (Action), and this is because of economic limitations to buying these products as desired. 4. The TV advertisement has a positive role in behavioral stages of Libyan consumer before purchase decision especially arousing his need.  
ISSN : 1319-0997 
Journal Name : Economics and Administration Journal 
Volume : 20 
Issue Number : 1 
Publishing Year : 1427 AH
2006 AD 
Article Type : Article 
Added Date : Sunday, October 11, 2009 

Researchers

Researcher Name (Arabic)Researcher Name (English)Researcher TypeDr GradeEmail
عزالدين علي بوسنينهIzzaddeen Ali Bo-SaninaResearcher  

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