Influence of Cellular Network TV Advertisements on Brand Switching Behavior of Pakistani Consumers at District Mandi Bahhuddin

Abstract

Television advertisements have a great impact on the buying and selling behaviour of consumers.
The advertisers’ primary purpose is to reach consumers and influence their awareness, buying
behavior and attitudes. Companies invest on the products to keep in mind the consumers’ needs,
and behaviour. The main aim of the research is to explore: whether television advertisements of
cellular networks have some significant effects on the brand switching behaviour of the consumers,
and; which cellular network has catchy advertisements to influence consumers to switch brand.
Survey method was used to data collection from 300 male & female respondents of district Mandi
Bahhuddin through purposive sampling technique. This was conducted under the theoretical
underpinnings of the likelihood model of persuasion. The results indicated that: there was a
significant link between current service providers and catchy and effective advertisements of
cellular companies; there was a significant association between cellular networks and the impact of
television advertisements on brand switching behaviour, and; Ufone advertisements were more
attractive, influential and catchy. Television advertisements of cellular companies significantly
change the minds of viewers which lead to brand switching.