The Study of Relations between TV Commercials and Teen-agers' Purchasing Behaviors

KIM, BYEONG-SAM(Major in general social science, Graduate School of Education, Kongju National University)

This study is performed by investigating and analyzing the relations between TV commercials and teen-agers' purchasing behaviors.

One purpose of this study is to suggest how teen-agers can construct reasonable purchasing pattern and direction about TV commercials. Another purpose is to suggest the better way how companials and advertisers can undertake sound advertising activities.

A. The subjects of this study

This study is to examine the following question;

based on sex, grade, allowances, parents' education,

First, What do teen-agers think of TV commercials?

Secondly, What effects do TV commercials have on teen-agers?

B. The Process an Method

To closely examine aforementioned questions, I selected 394 middle and high school students in Chungcheongnamdo, as a sample, categorizing them based on their sex and grade.

The questionnaire consisted in total of 20 questions, areas Teen-agers' conception on TV commercials and their influence on teen-agers' purchasing behaviors.

In the analysis of my data, I employed the percentage and c ², which shows frequency of answer and based upon the percentage of each answer, I made analysis of the whole sample each and of each group, categorized upon sex, grade, allowances, parents' education.

Results

The results from this survey are as follows:

Teen-agers' thoughts on TV commercials.

1) Teen-agers watch TV 1 hour a day on average, which shows that hey spend most of their free time on watching TV. Their favorite TV programs are entertaining or comic programs rather than programs Healing with current affairs and education. Their interests are brand games, models, and pick out TV commercials for an effective way to let maple know about new goods.

2) Most teen-agers rely on TV commercials, but not totally, they tend o be against exaggerated TV commercials.

3) They don't care about using foreign languages on goods, foreigners on TV commercials, but they are opposed of excessive westernized moods.

4)It is pointed out that TV commercials have negative effects on raditional values, especially, TV commercials foster teen-agers' impulsive purchase while give them various information, usage on new products, and ability to compare lots of products.

TV commercials' effects on teen-agers' purchase

1) The goods showed on TV too often are not preferred and doubtful bout their quality. But, stimulating, sexual TV commercials have powerful effects on teen-agers.

2) Most teen-agers are encouraged to buy goods by their peers, which means that the commercial effects are spreading through them.

3) Many teen-agers are not satisfied with their purchase and price, while value their feelings after buying them.

Suggestions

According to the analysis of this results, the following can be proposal:

TV commercials should be more reliable.

Even though teen-agers are favor of TV commercials, when considering that teen-agers don't totally trust them, advertisers should be aware of that there are strong relations between their reliability and teen-agers' purchase Advertisers should focus on making reliable commercials, beyond thoughts that investing on T%' commercials is the most effective way to make profits. To make sure aforesaid, TV commercials should carry the truth to transfer their messages.

2. Exaggerated commercials should be restrained.

Advertisers try to have an attention from teen-agers by using stimulative expressions and let them do impulsive purchase. Exaggerated commercials can cause teen-agers to buy goods temporarily, but, eventually, people become sick and tired of such commercials, so, advertisers can't expect long-term effects. Also, judging from the fact that many teen-agers aren't satisfied with exaggerated commercialized 4 goods they bought, exaggerated commercials make their negative images and get to be turned away by customers.

3. TV commercials should be put in appropriate.

Most companies and advertisers believe that the more they put the commercials on TV, the more they can lead customer s to buy goods, which is why they are competing one another and the price goes up, but, teen-agers react in negative way against exaggerated goods and their qualities. Advertisers should consider aforesaid enough and need to make consistent images by putting and ads in appropriate.

4. Reasonable purchase attitude should be built.

Teen-agers are more likely to prefer stimulating, sexual commercials to goods, itself. At the moment, they should become critics. Therefore, education is really needed for reasonable purchase at school, home, society etc, which is a good way to restrain impulsive purchase, make reasonable economic life possible. When we consider that purchase attitude during teen-ages can connect to adults, education for good purchase attitude is really indispensable.