| dc.description.abstract | This study was conducted to identify the impacts of television advertisement
of TH True Milk on consumer buying behavior. Quantitative method was used with
statistical techniques applied, including reliability test, validity test, multiple regression
and path analyses. The target population of consumers are people who live in Ho Chi
Minh City and used TH True Milk‟s product. In order to increase the consumer buying
behavior, TH True Milk Company should pay attention on improving the quality of
television advertisement, increasing consumer attitude. In other way, the company should
make more attractive TVCs so that it can increase brand awareness. As a result, the
consumer attitude also goes up. Moreover, the findings of this study showed the evidence
that the consumer buying behavior was directly impacted by consumer attitude. On the
other hand, the factors of television advertisement indirectly impacted the consumer
buying behavior. | en_US |
