Sociological survey of TV advertising and its impact on the attitude of the staff of the Central Organization of Islamic Azad University (especially female employees) in consumption of household goods
Subject Areas : Quarterly Journal of Woman and Societynarges shadjoo 1 , bagher sarookhani 2 , mehrdad navabakhsh 3
1 - دانشجوی دکترای جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی واحد تهران مرکزی،تهران، ایران.
2 - master of the university
3 - head of the department
Keywords: "Advertising", "consumption", "media", "consumer", " goods",
Abstract :
Today, mass media, including radio, television, newspapers, satellite and the Internet, play a key role in advertising. In this research, entitled "The Impact of Media Promotion (TV) on women's attitudes towards the consumption of household goods by the central organization of Islamic Azad University", was referred to documents, books, magazines and the internet in exploratory studies. The purpose of this study was to investigate the effect of television advertising on the selection of household goods, the impact of advertising on the increase in the tendency to purchase and consumption, as well as the relationship between education and average income and attention to advertising. A survey method has been used for research method. A questionnaire with Likert spectrum was used for the research instrument. The statistical population consisted of female employees of Central Organization of Islamic Azad University. The sample size was 317 with Morgan table and 350 people were considered for credit. Descriptive and inferential statistics were used to analyze the data. The results of the surveys showed that the research hypotheses were confirmed at the level of completely significant. According to the results, the effect of advertising on the consumption of household goods was confirmed by respondents.
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