Abstract            Volume:13  Issue-11  Year-2025         Original Research Articles

Online ISSN : 2347 - 3215 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcret@gmail.com

Television remains one of the most influential advertising media in India, especially in semi-urban regions where traditional media consumption continues to dominate household behaviour. This study examines the impact of television advertisements on consumer buying behaviour for home appliances in a Semi Urban Town of Tamilnadu. A descriptive research design was adopted, and primary data were collected from 225 respondents using a structured questionnaire. Descriptive statistics, weighted averages, Chi-square test, ANOVA, and Spearman rank correlation were used for data analysis. Results show that a majority of consumers watch television advertisements and prefer short-duration ads. Creative elements such as music, colour, and celebrity endorsement significantly influence recall, while price and quality remain the dominant factors affecting purchase decisions. The Chi-square test shows a significant association between watching and liking TV ads (?² = 35.64, p <.001). However, ANOVA indicates no significant age-wise difference in the aspects of ads remembered (p =.079). The Spearman rank correlation reveals a moderate positive relationship (rs =.60) between male and female respondents’ factor rankings. The study concludes that television advertising continues to play a strong role in influencing awareness, brand preference, and information search behaviour for home appliances in semi-urban markets. Implications for advertisers and recommendations for improving ad effectiveness are provided.

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