I= A COMPARATIVE STUDY OF T.V. COMMERCIALS ON RURAL AND URBAN GIRLS COLLEGES OF HYDERABAD DISTRICT
Pakistan Research Repository Home
 

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

Author(s)
RIZWANA CHANG
Institute/University/Department Details
Department of Mass Communications/ University of Karachi
Session
2007
Subject
Mass Communications
Number of Pages
258
Keywords (Extracted from title, table of contents and abstract of thesis)
t.v. commercials, rural girls colleges, urban girls colleges, hyderabad district, advertising

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.

Download Full Thesis
5579.83 KB
S. No. Chapter Title of the Chapters Page Size (KB)
1 0 Contents
2212.63 KB
2 1 Introduction 1
680.65 KB
  1.1 Background of the Study 1
  1.2 Explanation of Advertisement 6
  1.3 Advertising and Communication: A Historical Perspective 8
  1.4 Forms of Advertising 10
  1.5 Purpose of Advertising 14
  1.6 Different Phases of Advertising 16
  1.7 The importance of Advertising 23
  1.8 Consumer Behavior 24
  1.9 The History of Television Pakistan 27
  1.10 National and local Television Advertising 40
  1.11 Television Advertising 41
  1.12 Impact of T.V. commercials on College Girls 48
  1.13 The Statement the Problem 50
  1.14 Justification of the study 52
  1.15 Scope of the Study 53
  1.16 Objectives of the Study 54
  1.17 Hypotheses of the study 55
  1.18 Variables of Study 57
  1.19 Key Concepts 58
3 2 Theoretical Framework and Review of Related Literature 60
320.27 KB
  2.1 Theoretical Framework 61
  2.2 Summary of Emerging Trends 79
  2.3 Review of Related Literature 88
4 3 Research Methodology 90
149.16 KB
  3.1 Introduction 90
  3.2 Research Design 90
  3.3 Type of Study 92
  3.4 The Universe 92
  3.5 The Sample 93
  3.6 Sample Size 94
  3.7 The Methods of Sampling 94
  3.8 Methods of Data Collection 94
  3.9 Data Analysis 98
  3.10 Pre-Testing 99
  3.11 Coding 99
  3.12 Statistical Methods of Analysis 100
5 4 Presentation and Analysis of Data 105
2051.7 KB
  4.1 Simple Tables 106
  4.2 Statistical Testing of Hypotheses 172
6 5 Summary, Findings, Conclusions, Limitations, and Recommendations 216
486.36 KB
  5.1
  5.2 Findings of the Simple Tables 218
  5.3 Findings of the Statistical Analysis of Hypotheses 23
  5.4 Discussion 241
  5.5 Conclusions 243
  5.6 Limitations of the Study 248
  5.7 Recommendations for Further Research 249
  5.8 Bibliography 250
  5.9