Impact of TV advertising on consumer buying behavior: A case study on consumer buying behavior

Advertisement plays today an important role in persuading customers to purchase products and services. Further, the expenses of advertisement in comparison to other activities in most companies are very remarkable. Marketing studies showed that traditional advertisement strategies based on massive ads bombarding over a generic audience are not very effective, and in some cases, are at risk of being counter-productive. As well as, marketers and advertising companies are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness. This study aims to understand the relationship between TV advertising, consumer buying behaviour and perception with reference to the fast moving consumer goods (FMCG). In the scope of the study, by using 5 points Likert scale with cross-sectional data, 500 questionnaires were distributed in Tripoli - Libya, as a sample, and received 360 participants were analyzed in SPSS 23.0 program. Data were analyzed by using different statistical techniques such as a descriptive statistic, Correlation analysis, and regression analysis. A literature review was primarily conducted to determine the relationship between consumer buying behavior, consumer perception and the effect of TV advertising on Libyan consumers. Results obtained from the study reveal that advertisements have a significant impact on consumers' buying behavior and their choices.