The Extent to Which the Print Media Influences the Purchasing Pattern of Individuals – Research Paper Example

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The paper "The Extent to Which the Print Media Influences the Purchasing Pattern of Individuals" is an excellent example of a research paper on social science. According to the recent researches it has been observed that most of the people base their judgements or conclusions on what they see or hear being massively promoted. This is mainly evidenced in the marketing of various consumable and other durable goods in television and other film media adverts. Most of these massive promotions and advertisements are done in the media as well as in the print media publications such as magazines and newspapers.

The main aim of conducting the adverts is to win the consumers tastes and preferences towards the product. According to the philosophical understanding on how individuals draw conclusions on various matters, different schools of social science enquiry are involved, for example, the positivism, constructivism, interpretivism, critical inquiry, feminism or the postmodernism on the judgement drawn. Based on this knowledge the advertisements placed on television and other film media are done in a way that they are able to win people’ s attention as well as influence them on which stand to take as far as the good being advertised is concerned, in most cases, people tend to be enticed by the advert to an extent of making a decision to purchase the good even though they had not planned for it.

This paper seeks to examine the extent to which the print media influences the purchasing pattern of individuals. Problem statement People who solely depend on the film media advertisements end up spending a lot of money on purchasing goods that they never intended to buy.

This research paper has been formulated to investigate how the film media influences the purchasing decisions of the consumers by affecting their psychological aspect or view of things. The study will investigate the knowledge capacity of the consumer on the products being advertised on TV as compared to those which are never advertised. Furthermore, the paper will examine how the consumers’ perceive TV adverts and the extent to which their psychological decisions on buying products are determined externally by such things as the television adverts. This examination will be based on the sex, age as well as the location of the consumer, so as to examine how the psychological influence on consumers’ decision varies depending on these aspects.

The research will also investigate to what extent do television viewers trust or depend on the information that they receive from the TV especially about the commodities being advertised. The study hypothesised that most people lack enough knowledge as far as the commodity they consume is concerned and hence they tend to largely depend on what they see being advertised in the film media.

This, therefore, compels them to spend money on buying goods that they did not intend to buy previously. It was also hypothesised that the more realistic the illustration of the ad is, the more efficient it is in affecting the customers’ decision.


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