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A COMPARATIVE STUDY OF T.V. COMMERCIALS ON RURAL AND URBAN GIRLS COLLEGES OF HYDERABAD DISTRICT

Chang, Rizwana (2008) A COMPARATIVE STUDY OF T.V. COMMERCIALS ON RURAL AND URBAN GIRLS COLLEGES OF HYDERABAD DISTRICT. PhD thesis, University of Karachi, Karachi.

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Abstract

This systematic study examines the comparative study of the effects of T.V. commercials on rural and urban college girls of Hyderabad district. An experimental survey was designed to study influence of T.V. commercials on rural and urban college girls of Hyderabad district affiliated with the University of Sindh. Factors included in this study cultural background, family income and values, different choices of respondents, the mode of purchasing, and overall impact of T.V. commercials on the respondents of this study. The study is based on field work including visit to eighteen girls' colleges and interview of 500 female students. The sample was selected on the basis of stratified random sampling method as followed in standard mass media research. The data was collected with the help of an interview schedule. In the present study fifteen hypotheses were constructed. To analyze the hypotheses, statistical methods including SPSS were applied to the data mentioned in contingency tables. The chi-square test was applied to test the existence of the relationship between the two variables of hypothesis. Correlation coefficient and p-value has been derived to check the nature of relationship. If the null hypothesis is rejected then the model of independence was also. used to measure the degree of relationship. The hypotheses were then finally interpreted and the results were obtained. Results of this experiment indicate that the television commercials influence the living pattern and buying decision of the rural and urban college girls of Hyderabad district. The majority of respondents belong to educated families. They have full access to satellite and P.T.V. channels. They watch different programs on various television channels. The majority of them watch television from one to four hours and news, talk shows, and movies & dramas are their favourite programs. They are allowed to purchase the things of their own choice. The huge number of female college students of Hyderabad district reported that whatsoever shopping they do, usually happens to come into their knowledge through the television advertisement.

Item Type:Thesis (PhD)
Uncontrolled Keywords:t.v. commercials, rural girls colleges, urban girls colleges, hyderabad district, advertising
Subjects:Arts & Humanities (b) > Mass communication(b7)
ID Code:2676
Deposited By:Mr. Javed Memon
Deposited On:31 Jul 2009 11:32
Last Modified:10 Oct 2009 18:25

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