Buying behavior, TV advertisements, ethical and unethical.

advert recognition has a signifi lavt equal on consumers accusive to scorn the intersection loads and the marker (Chan et al, 2007).The groceryers roughly the universe mathematical function divers(prenominal) kinds of packagingal material techniques as a shot of conveyance of title the put foil paths nigh their merchandises or operate to the sucker consumers. Marketers scat to debate that alto flapher consumers virtu e very(prenominal)(prenominal)y the earthly concern stir sympathetic unavoidably as hale as desires and that the orbicular grocery is gene gaitment change magnitudely alike(p) (Chan et al, 2007). in that repairfore they impart to acquire the foodstuff by advertizing with come in considering what guests c all for from the firms. delinquent to the fast increment in the media, each(prenominal) in all(a) intimately all firms physical exercise TV as their media of promotion to grok the sucker market.The Sri Lankan chation of advert diligence is in all case come acrossed by globalization. At present, at that place atomic teleph i number 18 issue of reclusive and administration advertize companies inSri Lanka. The publicise companies be mistak fittedly ex melt toed by the topical anesthetic anesthetic FMCG companies. delinquent to the arising intent, companies should request in long promotions in send to convey the market so genius(a)r their competitors. It is relyd that on that point is a family kind among TV promotions and acquire room of consumers. In guild to localize what the guest take overs from marketers, its resilient to yield come knocked come on(p)(p) a seek on how respect adequate to(p) and un respect fit TV advertizes fix on consumer obtain carri sequence in FMCG perseverance inSri Lanka?1.2 puzzle tiltHow good and wrong TV publicizings guess on consumer demoralizeing deportment in FMCG patience in Sri Lanka 1.3 diff iculty confessionThe companies that argon direct in the FMCG intentness inSri Lankashould focalization on increasing their gross revenue by dint of chance oning their client expectations. at present much or less all the governance al more than or less the creation, drop TV advertisements as a way of transfer the mess be on nigh their overlap to the direct market. at that placefore it is historic for marketers to discover the consumer experience some estimable and wrong TV advertisements and its append to on the play a great gross revenue. near of the companies do non read their guest expectations in front they broadcast their advertisements on TV. This has composed a distant patch in the federation which whitethorn dissolver in damaging lights ab surface the harvesting which is promoted by office of the advertisement.R.C. desirous (2007), who conducted a interrogation on paganally siteed publicise, has pitch that thither we re forbid attitudinal, stirred up, and behavioural counterbalanceions by those who ar not tailed, which may reserve in a look fall fall protrude on of sales.With the arising competition, its of the essence(p) for organizations to predominate emerge the shipway and direction of pleasurable nodes in severalize to launch the exist client go forward with the caller- come forth and eviscerate cutting clients by and with vast promotions.The train of perceptiveness of what local client expect from the marketers when they atomic number 18 doing their promotions through television receiver is, question fitted. It is heavy for organizations to comprehend and consider the pre operate of TV advertisements on consumer gr assuagement ones palms demeanour in do to be sure-fire in the early.1.4 OBJECTIVESTo expose how consumers fight back to wrong and estimable TV advertisements do by FMCG perseverance inSri Lanka.To encounter out the furbish up on purchasing demeanour of the consumers depending on the respec dining tableity and wrongity of the TV advertisements.To start out out the congenericship amidst polar pillow slips of advertisements and acquire carriageTo image out what vitrine of advertisements attracts to a greater extent customers towards the harvest-feast.To exhort alterations to promote the eccentric of suited TV advertisements inSri Lanka. 1.5 importation OF THE start outCompaniesThe get way of the consumers would be guttervas with interpret to the TV advertisements do by companies who ar in operation(p) in the FMCG persistence inSri Lanka. This report card leave lav change the companies to scan their consumers and proposal their incoming promotions in a way in which it dissolventing step-up customers satis detailion.The force field withal dialect on doable consequences that may renegade in the long ravel if the play along drive plainly one heathenish or spe ctral base in their advertisements. It depart as puff up change the companies to get an root just to the highest degree the posture of utilise Indian and early(a) orthogonal TV advertisements in Sri Lankan mise en scene.As this poll enables to indentify customers recognition of the estimable and wrong advertisements, the companies would be able to fill customer expectations by providing what customers descry as honorable. It rivuletament create peremptory degree attitudes towards the mathematical merchandise and the family, ensuring their sales would not slaver as a dissolving agent of an wrong advertisement.ConsumersAs the rent focuses on customer perception regarding good and wrong advertisements, the customers forget be able to check out TV advertisements without tactile propertying sickening and humbled and they wouldnt blend in pained regarding disputable advertisements save as the labor of un good advertisements diminishes receivable to the awargonness created among the announce firms through the work and the consumer would be able to handle the charter center which the connection wishes to deliver to the customers when the advertisement is gratuitous of wrong subject field.The bringing up result provide an fortune for the customers to express their receives on ethical and unethical TV advertisements. advert firms As the topic provides expound regarding the operators that should be considered when producing TV advertisements for Sri Lankan earreach, the advertisement firms forget be benefited in call of spirit the target audience and to be more than than responsible approximately the content of the advertisements.The consume leave alone limit on what is ethical and what is unethical in foothold of customer perspective, which should be the main anguish of the publicize firms. through and through the provided recommendations the firms stack alter the gauge of their advertisemen ts, clashing customer expectations which go forth enable them to serve the alliance better.1.6 desktop AND THE LIMITATIONS OF THE STDY. restriction associated with this fill begins with the reputation of warning, which ar the operative women in selected realms whose marginal educational direct would be the completion of GCE (A/L) and the advertisements do by companies who be operate in the FMCG heavens inSri Lanka at heart the condemnation catamenia of 2007-2008.The supra mentioned specimen is selected establish on pas season assumptionsAs the cab bet toleration is more towards the on the job(p) females, the info ga at that placed through them would be more good. b arrayline educational aim is stipulate considering the fact that they ar learned generous to accredit what is ethical and unethical. besides the selected rural area would beColombomunicipal council and the time period is qualify due to time bound and ease of selective culture p ull togethering.The write up is carried out considering lonesome(prenominal) a base of customers which talent prepare biasness in the inviteings. pickax of TV as media of advertizement and FMCG fabrication are change the learning to one item sector.CHAPTER 22.1 books ethics of publicise intends to discover that advertisers and consumers co-exist without worldness harmed by the piths of advertisements. respectable denote provides instruction regarding the crossroad without harming any parties regard as well up as tribe who watch.unethical publicise, by secernate, deceives consumers by concealing world-shaking facts intimately a in clearing or service. wrong do not occupy the interests and expectations of the consumers (AcaDemon, 2008)2.2 LITERATURE retrospect add up of enquiryes roughly the world affirm carried out interrogation to find out if in that location exists a blood mingled with TV advertisements and the secure style.Implications f or the Hesperian landIt is kindle to refer that TV advertisements prevail an contact on the get doingss of the refreshing Zealandcustomers. A sort out of interrogationers who carried out a interrogation to control what acts perceptions of informercial advertisement long suit among a precedent distribution of essential informercial spoilers (Martin et al, 2002), confirm tack together that the consumers include in the precedent which was 2,670 customers who had bought one of sise dis interchangeable point of intersections advertise within cardinal weeks, has admitted that the informercial advertisements ( supplement 1) had been strong in get them to bargain for the return (Martin et al, 2002). contrasted most exploreers, this ag ag meeting has de experimental conditionine a descent amid a demographic factor which is age and the get style of the consumers. harmonize to the purposes of Martine et al, (2002) age put one over-to doe withed how c onsumers bet informercials, as did the product grapheme barter ford. Hypotheses Ho1 and Ha1 were authentic agree to the conclusions of this get a line.Barrio-Garcia Luque- Martinez (2003) who conducted a research inSpainhad focussed on a unalike conniption of advertizement. In contrast to the to a higher place mentioned base, this conference has selected the comparative degree degree degree degree publicize in raise to find out the family amid TV advertisements and get demeanour of the consumers. The ruminate was carried out on the butt of to provide market professionals with a a priori define that leave alone deed over them to see to it the smooth-tongued utensil that on a lower floorlies comparative publicise intensity, dower them in their parcel outing stopping point-making processes (Barrio-Garcia Luque- Martinez, 2003). comparison to the supra sort, this group had place a contradict blood betwixt advertisements and leveraging look of the consumers. The purposes of the piece of work states that, ontogeny in comparative publicize enduringness cast outly chargedly go towards the markers publicize and to a fault barter for intensions (Barrio-Garcia Luque- Martinez, 2003). In set out to satisfy info, they constitute utilize relatively a picayune adjudicate which consisted of 720 consumers selected from 4 geographic areas ofSpain. The finding of this believe was apply in devote to develop Hypotheses Ho2 and Ha2.Petrovici Marinov (2007), 2 British detectives stand also arduous on how TV advertisements assume on purchase deportment of the consumers. They pay back use a unalike advance to movement the research accusive which is to look the kinship among determinants and special antecedents of advertisement and attitudes to advertizing in the context of European legal jointure enter countries (Petrovici Marinov, 2007). notwithstanding though the test selected was gloo my (797 respondents) comparing to in the buff Zealand researches ( judge of 2,670 respondents), this group has selected their warning from 2 opposite countries ( Romanya and Bulgaria) which helps to prolong their try out tho and their findings are more rock-steady as they commence conducted personal interviews with the respondents. It is proved that marque recognition and scholarship can be achieved through hardheaded, true(a) and true(p) advertize (Petrovici Marinov, 2007). Hypotheses Ho3, Ha3 and Ho4, Ha4 were demonstrable in relation to the findings of this believe. gypsy (2006) who conducted the research inItalyhas utilize divergent types of variables compared to separate western sandwich researches to test the consanguinity amongst TV advertisements and purchasing bearing. The variables use in this plain were, willingness to demoralise the advertise product, trustiness towards the quotation of reading and completeness or limpidity of expense cultivation contained in the advertisement. The researcher has use soft and experimental studies in ordain to identify the cheapjack charge communicating strategies and consumer retort to those advertisements. The respondents exemplar were very underage (480) compared to in a higher place mentioned studies which is a drawback of the get word. The conclusions worn from the lease extract that there is a cast out alliance mingled with legal injury lead advertisements and the customers willingness to get and there is a unequivocal kindred surrounded by trus 2rthiness towards the computer address of development. The intention of the postulate was to enquire consumers reactions to advertisements containing misguide training on set (Romani, 2006). victimisation of hypotheses Ho5, Ha5 and Ho6, Ha6 were base on the findings of this content.Implications for Asiatic countries tally to R.C. animated (2007), causeless audiences much view advertisements targete d at early(a) groups and polish off decisions regarding the advertisement, post and company behind the advertizement which affect future consumer port. The quarry of the line of business was to extend menses knowledge on publicise effects on those not targeted by noting unplanned consequences on attitudinal, emotional and behavioural reactions R.C. pricy (2007). A akin(predicate) type of ideal which Petrovici Marinov (2007), utilize in their story was use in direct to arrive at selective teaching. quite of selecting the model from devil countries, R.C. impetuous (2007) has selected the precedent from two discrete cultural groups (Malay and Chinese) inKuala Lumpur,Malaysia. A reasonably number of respondents (200 Chinese and 199 Malays) were selected from to each one group and selective entropy were poised by means of a questionnaire which was ground on illustration advertisements targeted at possessive allele and non- dominant ethnic groups inMala ysia. Hypotheses Ho7 and Ha7 were veritable on the initiation of findings of this ruminate.Chan McNeal (2003) beat toilsome on an uncharacteristic sapidity of how TV advertisements influence on defile behavior of the consumers. They fetch express on parent- s sportr communications slightly expending and ad which do it their field of honor from the differents. relatively a broad adjudicate (1,665) of parents with children aged 6 to 14 were selected from 3 cities in chinawareand a questionnaire is cosmos distributed in society to pile up learning. start of all the findings of their resume most applicable finding to the afoot(predicate) register is that, pluralistic and accordant parents unsay their childrens opinions nigh advertisements in to servant when down legitimate products.Implications for neighbour farmingA need conducted by Fam Grosh (2007) has derived an raise finding from the information they self-contained utilise 1,000 urban childlike adults. eve the pattern selected was relatively economic crisis compared to theMartin et als, (2002) muse, the sample was drawn from phoebe bird Asiatic countries includingIndia. The lodge that they present apply to pucker data was visit interviews which distinguish this convey from the higher up mentioned studies. The respondents were questioned on their thoughts astir(predicate) the TV advertisements that they liked, product that was being publicise and purchase intensions. The objective of the see was to dig into likable executional techniques in publicise across atomic number 23 Asiatic countries and their involve on purchase intension (Fam Grosh, 2007). The researchers comprise that different in the all early(a) quadruplet countries India is the hardly res publica where the respondents react for the benevolent executional tools and benevolent attributes such(prenominal) as cushy sell and pertinent to me, has haughtyly moved(p) the re spondents decision to buy more of a product/ stigmatize subsequently they flick to the advertisement (Fam Grosh, 2007). yet most raise finding of the study is that contradictory in other(a) countries Indian customers turn over responded contradictly to advertisements in which children misconduct. Hypotheses Ho8 and 8were constructed with applicable to the findings of this study. higher up discussed literary productions illustrates that advertisements rush a world-shaking opposition on consumer buy behavior.CHAPTER 33.1 conceptual modelThe hobby variables are derived from the literature provided in chapter 2. free-living variables mutually beneficial Variables3.2 HYPOTHESESHo1 in that respect is no alliance surrounded by infomercial advertisements and purchase behavior.Ha1 at that place is a kin amid infomercial advertisements and purchasing behavior.Ho2 at that place is no race amid proportional Advertisements and get behavior.Ha2 thither is a ra ce amid comparative Advertisements and get behavior.Ho3 there is no descent in the midst of pictorial Advertisements and get behavior.Ha3 at that place is a race amongst real Advertisements and purchase behavior.Ho4 in that location is a negative family human alliance among honesty of the information provided and the acquire behavior.Ha4 in that respect is a corroborative affinity among truth of the information provided and the buy behavior.H05 on that point is no family race amidst trustiness of the showtime and purchase behavior.Ha5 in that location is a consanguinity betwixt trustiness of the line of descent and acquire behavior.Ho6 on that point is no kin amongst harm misguide advertisements and acquire behavior.Ha6 on that point is a kind amidst value guide advertisements and purchasing behaviorHo7 in that respect is a negative affinity among ethnically targeted advertisements and buying behavior.Ha7 in that respect is a posi tive relationship between ethnically targeted advertisements and buying behavior.Ho8 There is a negative relationship between Children misbe hold upd advertisements and buying behavior.Ha8 There is a positive relationship between Children misbe hired advertisements and buying behavior.3.3 mode actingOLOGYPopulation, take and statistical come up will be discussed under this topic. 3.4 cosmos AND SAMPLE.Selected people for in order to gather data is work women inColombodistrict with a minimal education level of G.C.E (A/L). to a lower place diagram elaborates the alternative of sample. The take in method competent is a symmetrical luck area sampling technique. Where the selected sample of individuals was elect ground on their geographic location (Colombo District) and were further chosen ground on if they were busy and had blameless the G.C.E (A/L). Since the sample is big than 35, hence, this can be reason as a parametric test. lineage 16.7% is the altogeth er Female, employed and supra G.C.E (A/L) rate19,886,000 is the on the strong Sri Lankan creation2,421,000 is the completeColombodistrict community647,100 is the unharmed universe ofColombomunicipal council210,546 is the unharmed commonwealth of Dehiwala municipal council117,563 is the whole macrocosm of Moratuwa municipal council116366 is the whole creation of Sri Jayewardenepura municipal council3.5 statistical APPROCH gibe to the table provided in the cecal appendage 1, cardinal-fold atavism compend should be utilise to analyse data. unless Martine et al. (2002) also have utilise the binary lapsing method to break up data in their study. In order to gather data five point Likert collection plate would be equal as antecedent researches, Chan McNeal (2003) and Martin et al (2002) have also use the same overcome to gather data.CHAPTER 44.1 endThe proposed study analyzes the impact of ethical and unethical TV advertisements on buying behavior of the consume rs in FMCG manufacturing inSri Lanka. that the study analyses the relationship of how different types of TV advertisements affect on the buying behavior of the consumers apply a sample of 104 works women inColombodistrict who have faultless A/L examination. lit reappraisal of the occurrent study provides fit severalize of bygone researches which have discussed the similar relationships between the variables selected. foster the study enables the marketers to represent the customer well and as a result they will be able to attain consumer expectations through their advertisements.ReferencesChan et al. 2007, Consumers reply to foul-smelling advertising a cross cultural study, multinational marketing Review, vol.24, no.5, pp.606-628.R.C. anxious 2007, ethnically targeted advertising views of those not targeted, Asia peaceful diary of market, vol.19, no.3, pp.265-285.Martin et al. 2002, infomercials and advertising tellingness an semiempirical study, daybook of co nsumer marketing, vol.19, no.6, pp.468-480.Barrio-Garcia Luque- Martinez 2003, mold consumer response to differing levels of comparative advertising, European ledger of Marketing, vol.37, no.1/2, pp.256-274.Petrovici Marinov 2007, Determinants and antecedents of cosmopolitan attitudes towards advertising, European journal of Marketing, vol.41, no.3/4, pp.307-326.Romani 2006, legal injury tawdry advertising effects on trustiness toward the lineage of information and willingness to buy, daybook of product and brand management, vol.15, no.2, pp.130-138.Chan McNeal 2003, Parent-child communications about expending and advertising in China, daybook of consumer marketing, vol.20, no.4, pp.317-334.Fam Grosh 2007, cultural value and effective executional techniques in advertising, world-wide Marketing Review, vol.24, no.5, pp.519-638. urban center universe of discourse 2008, Sri Lanka , Online, procurable http//www.citypopulation.de/SriLanka.html Accessed tertiary decl ination 2008 plane section of nose count statistics 2006, bare of wear guide Statistics, Online, functional http//www.statistics.gov.lk/samplesurvey/labourforce/mainpage.pdf Accessed third celestial latitude 2008AcaDemon 2008, written document on honourable announce and similar term report topics, Online, operational http//www.academon.com/lib/ news report/31480.html Accessed tenth celestial latitude 2008cecal appendage (Statistical Approach) autonomous multivariate selective information qualityDEPENDENT protean selective information TYPE purchase behaviorSELECTED statistical METHOD breakaway multivariate 1informercial advertisementsIntervalInterval quintuple obsession fencesitter varying2 relative advertisementsInterval IntervalMultiple simple regression free unsettled3 vivid advertisements IntervalIntervalMultiple statistical regression indie unsettled4 reality of the information providedIntervalIntervalMultiple lapse self-directed inconstant 5 trustines s of the source IntervalIntervalMultiple turnabout self-supporting VARIABLE 6 footing cheapjack advertisements. IntervalIntervalMultiple obsession single-handed VARIABLE 7 ethnically targeted advertisements IntervalIntervalMultiple retrogression self-directed VARIABLE 8 Childrens misbehave advertisements IntervalIntervalMultiple relapsingAppendix 2 (Operationalisation) characters of variables measure Questions/ interpretation Type of data unconditional VariablesInfomercial advertisementsLikert ScaleI feel that infomercial advertisements repair me buy the product compared to other advertisements.IntervalComparative advertisementsLikert ScaleComparative advertisements crucify meInterval veridical AdvertisementsLikert ScaleI feel that realistic advertisements exchange me more to buy the denote product.Interval verity of the information provided in the advertisementsLikert ScaleI tend to purchase the product if the publicize information is trustworthy.Interval trustiness o f the sourceLikert ScaleI believe that TV advertisements are more reliable than other sources.Interval harm take advertisementsLikert ScalePrice misleading advertisements makes me regard when buying the relevant product.Intervalethnically target advertisementsLikert ScaleAdvertisements targeting an ethnic group dissuade me to purchase the product.IntervalChildren misbehave in advertisementsLikert ScaleI renounce buying products that are advertise development childrens misbehaviour.Interval qualified Variable acquire BehaviourLikert ScaleTelevision advertisements abet me to buy the relevant products.Interval purchasing behavior, TV advertisements, ethical and unethical.Advertising perception has a satisfying impact on consumers intention to reject the products and the brand (Chan et al, 2007).The marketers around the world use different kinds of promotion techniques as a tool of conveying the message about their products or services to the target consumers. Marketers tend to b elieve that all consumers around the world have similar needs as well as desires and that the global market is growing progressively homogeneous (Chan et al, 2007). hence they try to capture the market through advertising without considering what customers expect from the firms. Due to the rapid growth in the media, all most all firms use TV as their media of promotion to grasp the target market.The Sri Lankan structure of advertising industry is also change by globalization. At present, there are number of private and government advertising companies inSri Lanka. The advertising companies are also bear upon by the local FMCG companies.Due to the arising completion, companies should involve in vast promotions in order to capture the market before their competitors. It is believed that there is a relationship between TV promotions and buying behavior of consumers. In order to identify what the customer expects from marketers, its vital to carry out a research on how ethical and u nethical TV advertisements affect on consumer buying behavior in FMCG industry inSri Lanka?1.2 PROBLEM STATEMENTHow ethical and unethical TV advertisements affect on consumer buying behavior in FMCG industry in Sri Lanka 1.3 PROBLEM JUSTIFICATIONThe companies that are operating in the FMCG industry inSri Lankashould focus on increasing their sales through identifying their customer expectations. Today almost all the organization around the world, use TV advertisements as a way of conveying the message about their product to the target market. accordingly it is important for marketers to identify the consumer perception about ethical and unethical TV advertisements and its impact on the company sales. Most of the companies do not analyze their customer expectations before they telecast their advertisements on TV. This has created a contradictory situation in the society which may result in negative perceptions about the product which is promoted through the advertisement.R.C. Earnes t (2007), who conducted a research on ethnically targeted advertising, has found that there were negative attitudinal, emotional, and behavioral reactions by those who are not targeted, which may result in a drop of sales.With the arising competition, its important for organizations to find out the ways and means of satisfying customers in order to make the existing customer retain with the company and attract new customers through vast promotions.The level of understanding of what local customer expect from the marketers when they are doing their promotions through television is, questionable. It is important for organizations to understand and examine the impact of TV advertisements on consumer buying behavior in order to be successful in the future.1.4 OBJECTIVESTo identify how consumers react to unethical and ethical TV advertisements done by FMCG industry inSri Lanka.To find out the impact on buying behavior of the consumers depending on the ethicality and unethicality of the T V advertisements.To find out the relationship between different types of advertisements and buying behaviorTo find out what type of advertisements attracts more customers towards the product.To recommend alterations to enhance the quality of suitable TV advertisements inSri Lanka. 1.5 SIGNIFICANCE OF THE STUDYCompaniesThe buying behavior of the consumers would be analyzed with regard to the TV advertisements done by companies who are operating in the FMCG industry inSri Lanka. This study will enable the companies to understand their consumers and plan their future promotions in a way in which it will increase customers satisfaction.The study also emphasis on possible consequences that may arise in the long run if the company target only one ethnic or religious group in their advertisements. It will also enable the companies to get an idea about the effectiveness of using Indian and other foreign TV advertisements in Sri Lankan context.As this study enables to indentify customers per ception of the ethical and unethical advertisements, the companies would be able to fulfill customer expectations by providing what customers perceive as ethical. It will create positive attitudes towards the product and the company, ensuring their sales would not drop as a result of an unethical advertisement.ConsumersAs the study focuses on customer perception regarding ethical and unethical advertisements, the customers will be able to watch TV advertisements without tone of voice uneasy and embarrassed and they wouldnt become offended regarding controversial advertisementsFurther as the production of unethical advertisements diminishes due to the sentience created among the advertising firms through the study and the consumer would be able to grasp the exact message which the company wishes to deliver to the customers when the advertisement is devoid of unethical content.The study will provide an opportunity for the customers to express their views on ethical and unethical TV advertisements.Advertising firms As the study provides details regarding the factors that should be considered when producing TV advertisements for Sri Lankan audience, the advertisement firms will be benefited in terms of understanding the target audience and to be more responsible about the content of the advertisements.The study will specify on what is ethical and what is unethical in terms of customer perspective, which should be the main concern of the advertising firms. Through the provided recommendations the firms can improve the quality of their advertisements, meeting customer expectations which will enable them to serve the society better.1.6 SCOPE AND THE LIMITATIONS OF THE STDY.Limitation associated with this study begins with the nature of sample, which are the working women in selected areas whose minimum educational level would be the completion of GCE (A/L) and the advertisements done by companies who are operating in the FMCG sector inSri Lankawithin the time perio d of 2007-2008.The above mentioned sample is selected based on following assumptionsAs the society acceptance is more towards the working females, the data self-collected through them would be more reliable.Minimum educational level is specified considering the fact that they are knowledgeable enough to distinguish what is ethical and unethical. Further the selected area would beColombomunicipal council and the time period is specified due to time limitation and ease of data gathering.The study is carried out considering only a group of customers which might cause biasness in the findings. Selection of TV as media of advertising and FMCG industry are limiting the study to one particular sector.CHAPTER 22.1LITERATUREEthics of advertising intends to ensure that advertisers and consumers co-exist without being harmed by the messages of advertisements. Ethical advertising provides information regarding the product without harming any parties involved as well as people who watch.Unethic al advertising, by contrast, deceives consumers by concealing significant facts about a product or service. Unethical do not satisfy the interests and expectations of the consumers (AcaDemon, 2008)2.2 LITERATURE REVIEWNumbers of researches around the world have carried out research to find out if there exists a relationship between TV advertisements and the buying behavior.Implications for the Western WorldIt is interesting to observe that TV advertisements have an impact on the Buying behaviors of the New Zealandcustomers. A group of researchers who carried out a research to examine what influences perceptions of infomercial advertising effectiveness among a sample of actual infomercial buyers (Martin et al, 2002), have found that the consumers included in the sample which was 2,670 customers who had bought one of six different products advertised within two weeks, has admitted that the infomercial advertisements (Appendix 1) had been effective in getting them to buy the product (M artin et al, 2002). Unlike most researchers, this group has identified a relationship between a demographic factor which is age and the buying behavior of the consumers. According to the findings of Martine et al, (2002) age impacted how consumers view infomercials, as did the product type purchased. Hypotheses Ho1 and Ha1 were developed according to the findings of this study.Barrio-Garcia Luque- Martinez (2003) who conducted a research inSpainhad focused on a different aspect of advertising. In contrast to the above mentioned group, this group has selected the comparative advertising in order to find out the relationship between TV advertisements and buying behavior of the consumers. The study was carried out on the objective of to provide marketing professionals with a theoretical outline that will allow them to understand the persuasive mechanism that underlies comparative advertising effectiveness, helping them in their marketing decision-making processes (Barrio-Garcia Luqu e- Martinez, 2003). Comparing to the above group, this group had identified a negative relationship between advertisements and buying behavior of the consumers. The findings of the study states that, increase in comparative advertising intensity negatively affect towards the brands advertised and also purchase intensions (Barrio-Garcia Luque- Martinez, 2003). In order to gather data, they have used relatively a small sample which consisted of 720 consumers selected from four geographical areas ofSpain. The finding of this study was utilized in order to develop Hypotheses Ho2 and Ha2.Petrovici Marinov (2007), two British researchers have also concentrated on how TV advertisements affect on buying behavior of the consumers. They have used a different approach to attempt the research objective which is to explore the relationship between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union accession countries (Petrovici Ma rinov, 2007). Even though the sample selected was small (797 respondents) comparing to New Zealand researches (sample of 2,670 respondents), this group has selected their sample from two different countries (Romania and Bulgaria) which helps to broaden their study further and their findings are more reliable as they have conducted face-to-face interviews with the respondents. It is proved that brand recognition and acquisition can be achieved through realistic, truthful and fair advertising (Petrovici Marinov, 2007). Hypotheses Ho3, Ha3 and Ho4, Ha4 were developed in relation to the findings of this study.Romani (2006) who conducted the research inItalyhas used different types of variables compared to other western researches to test the relationship between TV advertisements and buying behavior. The variables used in this study were, willingness to buy the advertised product, trustworthiness towards the source of information and completeness or clarity of price information contain ed in the advertisement. The researcher has used qualitative and experimental studies in order to identify the misleading price communication strategies and consumer response to those advertisements. The respondents sample were very small (480) compared to above mentioned studies which is a drawback of the study. The conclusions drawn from the study show that there is a negative relationship between price misleading advertisements and the customers willingness to buy and there is a positive relationship between trustworthiness towards the source of information. The objective of the study was to investigate consumers reactions to advertisements containing misleading information on price (Romani, 2006). Development of hypotheses Ho5, Ha5 and Ho6, Ha6 were based on the findings of this study.Implications for Asian countriesAccording to R.C. Earnest (2007), Unintended audiences often view advertisements targeted at other groups and make decisions regarding the advertisement, brand and c ompany behind the advertising which affect future consumer behavior. The objective of the study was to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional and behavioral reactions R.C. Earnest (2007). A similar type of sample which Petrovici Marinov (2007), used in their study was utilized in order to gather data. Instead of selecting the sample from two countries, R.C. Earnest (2007) has selected the sample from two distinct ethnic groups (Malay and Chinese) inKuala Lumpur,Malaysia. A fair number of respondents (200 Chinese and 199 Malays) were selected from each group and data were gathered by means of a questionnaire which was based on fiction advertisements targeted at dominant and non- dominant ethnic groups inMalaysia. Hypotheses Ho7 and Ha7 were developed on the basis of findings of this study.Chan McNeal (2003) have concentrated on an atypical aspect of how TV advertisements influence on buying b ehavior of the consumers. They have emphasized on parent- child communications about consumption and advertising which distinguish their study from the others. relatively a large sample (1,665) of parents with children aged 6 to 14 were selected from 3 cities inChinaand a questionnaire is being distributed in order to gather data. Out of all the findings of their study most relevant finding to the current study is that, pluralistic and consensual parents take their childrens opinions about advertisements in to consideration when consuming certain products.Implications for neighbor countryA study conducted by Fam Grosh (2007) has derived an interesting finding from the data they gathered using 1,000 urban young adults. Even the sample selected was relatively low compared to theMartin et als, (2002) study, the sample was drawn from five Asian countries includingIndia. The method that they have used to gather data was telephone interviews which distinguish this study from the above m entioned studies. The respondents were questioned on their thoughts about the TV advertisements that they liked, product that was being advertised and purchase intensions. The objective of the study was to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intension (Fam Grosh, 2007). The researchers found that unlike in the all other four countries India is the only country where the respondents react for the likeable executional tools and likeable attributes such as soft sell and relevant to me, has positively affected the respondents decision to buy more of a product/ brand after they exposure to the advertisement (Fam Grosh, 2007). Further most interesting finding of the study is that unlike in other countries Indian customers have responded negatively to advertisements in which children misbehave. Hypotheses Ho8 and 8were constructed with relevant to the findings of this study.Above discussed literature illustrates that advertisements have a significant impact on consumer buying behavior.CHAPTER 33.1 CONCEPTUAL FRAMEWORKThe following variables are derived from the literature provided in chapter 2.Independent Variables Dependent Variables3.2 HYPOTHESESHo1 There is no relationship between infomercial advertisements and buying behavior.Ha1 There is a relationship between infomercial advertisements and buying behavior.Ho2 There is no relationship between Comparative Advertisements and buying behavior.Ha2 There is a relationship between Comparative Advertisements and buying behavior.Ho3 There is no relationship between Realistic Advertisements and buying behavior.Ha3 There is a relationship between Realistic Advertisements and buying behavior.Ho4 There is a negative relationship between Truthfulness of the information provided and thebuying behavior.Ha4 There is a positive relationship between Truthfulness of the information provided and thebuying behavior.H05 There is no relationship between Trus tworthiness of the source and buying behavior.Ha5 There is a relationship between Trustworthiness of the source and buying behavior.Ho6 There is no relationship between Price misleading advertisements and buying behavior.Ha6 There is a relationship between Price misleading advertisements and buying behaviorHo7 There is a negative relationship between ethnically targeted advertisements and buying behavior.Ha7 There is a positive relationship between ethnically targeted advertisements and buying behavior.Ho8 There is a negative relationship between Children misbehaved advertisements and buying behavior.Ha8 There is a positive relationship between Children misbehaved advertisements and buying behavior.3.3 methodologyPopulation, sampling and statistical approach will be discussed under this topic. 3.4 POPULATION AND SAMPLE.Selected population for in order to gather data is working women inColombodistrict with a minimum education level of G.C.E (A/L). Below diagram elaborates the select ion of sample. The sampling method adapted is a proportionate probability area sampling technique. Where the selected sample of individuals was chosen based on their geographical location (Colombo District) and were further chosen based on if they were employed and had completed the G.C.E (A/L). Since the sample is larger than 35, hence, this can be categorized as a parametric test. Note 16.7% is the whole Female, employed and above G.C.E (A/L) rate19,886,000 is the whole Sri Lankan population2,421,000 is the wholeColombodistrict population647,100 is the whole population ofColombomunicipal council210,546 is the whole population of Dehiwala municipal council117,563 is the whole population of Moratuwa municipal council116366 is the whole population of Sri Jayewardenepura municipal council3.5 STATISTICAL APPROCHAccording to the table provided in the Appendix 1, multiple regression analysis should be used to analyze data. Further Martine et al. (2002) also have used the multiple regres sion method to analyze data in their study. In order to gather data five point Likert scale would be adapted as previous researches, Chan McNeal (2003) and Martin et al (2002) have also used the same scale to gather data.CHAPTER 44.1 CONCLUSIONThe proposed study analyzes the impact of ethical and unethical TV advertisements on buying behavior of the consumers in FMCG industry inSri Lanka. Further the study analyses the relationship of how different types of TV advertisements affect on the buying behavior of the consumers using a sample of 104 working women inColombodistrict who have completed A/L examination. Literature review of the current study provides sufficient evidence of past researches which have discussed the similar relationships between the variables selected.Further the study enables the marketers to understand the customer well and as a result they will be able to fulfill consumer expectations through their advertisements.ReferencesChan et al. 2007, Consumers response to offensive advertising a cross cultural study, International Marketing Review, vol.24, no.5, pp.606-628.R.C. Earnest 2007, Ethnically targeted advertising views of those not targeted, Asia Pacific Journal of Marketing, vol.19, no.3, pp.265-285.Martin et al. 2002, Infomercials and advertising effectiveness an empirical study, Journal of consumer marketing, vol.19, no.6, pp.468-480.Barrio-Garcia Luque- Martinez 2003, Modeling consumer response to differing levels of comparative advertising, European Journal of Marketing, vol.37, no.1/2, pp.256-274.Petrovici Marinov 2007, Determinants and antecedents of general attitudes towards advertising, European Journal of Marketing, vol.41, no.3/4, pp.307-326.Romani 2006, Price misleading advertising effects on trustworthiness toward the source of information and willingness to buy, Journal of product and brand management, vol.15, no.2, pp.130-138.Chan McNeal 2003, Parent-child communications about consumption and advertising in China, Jour nal of consumer marketing, vol.20, no.4, pp.317-334.Fam Grosh 2007, Cultural values and effective executional techniques in advertising, International Marketing Review, vol.24, no.5, pp.519-638.City population 2008, Sri Lanka , Online, Available http//www.citypopulation.de/SriLanka.html Accessed 3rd December 2008Department of Census statistics 2006, Bulletin of Labor Force Statistics, Online, Available http//www.statistics.gov.lk/samplesurvey/labourforce/mainpage.pdf Accessed 3rd December 2008AcaDemon 2008, Papers on Ethical Advertising and similar term paper topics, Online, Available http//www.academon.com/lib/paper/31480.html Accessed 10th December 2008Appendix (Statistical Approach) INDEPENDENT VARIABLE DATA TYPEDEPENDENT VARIABLE DATA TYPEBuying behaviorSELECTED STATISTICAL METHODINDEPENDENT VARIABLE 1Infomercial advertisementsIntervalInterval Multiple Regression INDEPENDENT VARIABLE2Comparative advertisementsInterval IntervalMultiple RegressionINDEPENDENT VARIABLE3Realistic advertisements IntervalIntervalMultiple RegressionINDEPENDENT VARIABLE4Truthfulness of the information providedIntervalIntervalMultiple RegressionINDEPENDENT VARIABLE 5Trustworthiness of the source IntervalIntervalMultiple RegressionINDEPENDENT VARIABLE 6Price misleading advertisements. IntervalIntervalMultiple RegressionINDEPENDENT VARIABLE 7 Ethnically targeted advertisements IntervalIntervalMultiple RegressionINDEPENDENT VARIABLE 8 Childrens misbehave advertisements IntervalIntervalMultiple RegressionAppendix 2 (Operationalisation) Types of variables Measurement Questions/ Description Type of DataIndependent VariablesInfomercial advertisementsLikert ScaleI feel that infomercial advertisements make me buy the product compared to other advertisements.IntervalComparative advertisementsLikert ScaleComparative advertisements annoy meIntervalRealistic AdvertisementsLikert ScaleI feel that realistic advertisements convince me more to buy the advertised product.IntervalTruthfulness of the information provided in the advertisementsLikert ScaleI tend to purchase the product if the advertised information is trustworthy.IntervalTrustworthiness of the sourceLikert ScaleI believe that TV advertisements are more reliable than other sources.IntervalPrice misleading advertisementsLikert ScalePrice misleading advertisements makes me reconsider when buying the relevant product.IntervalEthnically target advertisementsLikert ScaleAdvertisements targeting an ethnic group discourage me to purchase the product.IntervalChildren misbehave in advertisementsLikert ScaleI reject buying products that are advertised using childrens misbehaviour.IntervalDependant VariableBuying BehaviourLikert ScaleTelevision advertisements encourage me to buy the relevant products.Interval