Abstract:
The study entitled "Influence of Television on the food purchase
behaviour of urban women homemakers in Thiruvananthapuram" was
conducted to assess the influence of television viewing behaviour and
related socio-economic variables on purchase of advertised foods.
Two hundred homemakers residing In Thiruvananthapuram
Corporation area were selected as the sample. The dependent variables
selected for the study include total monthly food expenditure on
advertised foods, expenditure pattern of advertised foods with respect to
frequency of purchase and reasons for preferring these advertised foods.
The independent variables for the study i ncl ude the socio-economic
variables and TV viewing behaviour of nutrition programmes viz.; cookery
lessons, advertisements and nutrition awareness programmes.
The socio-economic characteristics revealed that most of the
respondents belonged to the age group of 31-55 years. Educational status
of the respondents were found to be high; many of them were graduates.
But more than half ofthem were unemployed housewives.
The monthly income of the families ranged in between Rs. 5000 to
15000. Many of the respondents belonged to nuclear families. Medi um
level of innovation proneness, economic motivation and adoption
leadership were observed in majority of the respondents.
Cookery lessons were seen to hold the interest of the viewers even if
they were only occasional viewers. The urban respondents were seen to
be critical in viewing advertisements.
utrition awareness programmes
Cookery lessons were valued for their utility, while advertisements
for favourableness and nutrition awareness programme for both interest
and favourableness.
or
Education and income A the respondents showed posi ti ve and
significant relationship with food expenditure pattern.
TV viewing
frequency of advertisements had positive and significant correlation with
the purchase of dairy products, biscuits, chocolates, chips and toffees.
