Factors influencing Consumer Perception (CP) towards TV and newspaper advertising

Liligeto, Rejieli and Singh, Gurmeet and Naz, Rafia (2014) Factors influencing Consumer Perception (CP) towards TV and newspaper advertising. Journal of Pacific Studies, 34 (2). pp. 63-86. ISSN 1011-3029

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Abstract

This study identifies three factors namely: advertising media; economic and social factors and personal characteristics; that impact customer perception (CP) towards TV and newspaper advertising. While the extent of impact tends to vary, it is not possible to single out the factors. Needless to say, of all the factors identified to have influenced Fiji consumers’ perception towards TV and newspaper advertising, only education of consumers stands out as a predominant variable.

Item Type:	Journal Article
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User:	Generic Account
Date Deposited:	24 Feb 2015 05:02
Last Modified:	10 May 2016 23:16
URI:	http://repository.usp.ac.fj/id/eprint/7951

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