Influence of television on the food purchase behaviour of urban women homemakers in Thiruvananthapuram

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.