The effect of television commercial on customers purchase intention : Case study of milk industry in Ho Chi Minh city
Abstract
Nowadays, television commercial is one of useful marketing strategies that can
help companies and producers bring their product to customers in the fastest
way. However, there are a lot of factors of television can impact on customers
purchase intention. Hence, finding which factors of television commercial have
the most effect on purchase intention can help advertisers make better and more
effective television commercial, especially in Vietnamese market; the
effectiveness of television commercial is quite unclear.
The main goal of this study is to indicate the factors of television commercial
that impact on customers‟ purchase intention toward milk products in Ho Chi
Minh City. For more detail about research aim, the research discovers the
problem as follow: what are the factors of television commercial effect on
customers‟ purchase intention toward milk products. And how do these factors
affecting the purchase intention.
As the result, there are four factors impact directly on purchase intention: Trust,
Repetition, Advertising Message and Customers‟ Positive Moods. Moreover,
there are three factors impact indirectly on purchase intention through factor of
Customers‟ Positive Moods. Because of the limitation of the research, this study
may be not totally relevant, but the result of this research can be a basement data
for further researches.