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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 17:02
    Last Modified: 11 May 2016 11:16
    URI: http://repository.usp.ac.fj/id/eprint/7951
    UNSPECIFIED

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