impact television programs and advertisements on nepalese teenagers
TRANSCRIPT
IMPACT OF TELEVISION PROGRAMS AND ADVERTISEMENTS ON
NEPALESE TEENAGERSDr. GOPAL THAPA
Tribhuvan University
Kathmandu, Nepal
Advertising
• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler & Keller, 2016).
Teenagers
• Age between 13 to 19
❖Thirteen
❖Fourteen
❖Fifteen
❖Sixteen
❖Seventeen
❖Eighteen
❖Nineteen
Teenagers
Early teens
• Thirteen
• Fourteen
• Fifteen
Mid teens
• Sixteen
Late teens
• Seventeen
• Eighteen
• Nineteen
Some issues
• Do teenagers watch television with family members?
• How much time they spend in watching TV?
• Do TV programs and ads help them in buying decision?
• Is dish home or cable available in their home?
• Which media they prefer, TV or newspaper?
• Do they demand product because of TV?
Some issues
• Is TV responsible for low academic performance of teenagers?
• Is TV the reason for obesity?
• Do TV and ads enhance their knowledge?
• Are they clever and smart because of TV?
• Does TV stops teenagers to go out?
• Do they prefer to watch TV while eating?
Objectives of the Study
• To examine the impact of television program and advertising on Nepalese teenagers
• To compare the perception of male and female teenagers regarding impact of television program and advertising on them
Methodology
• Research based on market survey
• Study is based on high school (grade 8, 9 and 10)and higher secondary level (grade 11 and 12)
• Selected schools are Little angles and St. Xaviers (100 students from each grade)
• 500 closed ended questionnaires were distributed to urban teenagers of Lalitpur District
• 470 questionnaires returned and usable
• Is TV the source of conflicts in family?
Methodology
• Response rate 94%
• Reliability statistics: Alpha value 0.872
• Questionnaire was based on 5 point likert scale
• Percentage and Chi square test was used for data analysis
• SPSS 20 version was used for data analysis
Watching TV with family members
Teenagers watch TV with family members
Frequency PercentCumulative
Percent
Always 75 16 16
Sometimes 358 76.2 92.1
Never 37 7.9 100
Total 470 100
Teenagers watch TV with family members
You watch television with family
members
TotalAlways Sometimes Never
Gender Male 37 183 21 241
Female 38 175 16 229
Total 75 358 37 470
Time spent for watching TV by teenagers
Time spend for watching Television
TotalBelow 2 hrs 2-3 3-4 Above 4
early teen 42 83 43 30 198
mid teen 43 33 13 8 97
late teen 89 57 17 12 175
Total 174 173 73 50 470
Chi-square value = 41.917 df = 0 P value = 0.000
TV programs and ads help in buying decision
TV Ads help in buying decision
Yes No Sometimes Total
early teen 120 6 72 198
mid teen 43 17 37 97
late teen 70 23 82 175
Total 233 46 191 470
Availability of dish home or cable TV
Cable/dish home is available at your home
Cable/dish home
TotalYes No
early teen 190 8 198
mid teen 92 5 97
late teen 169 6 175
Total 451 19 470
Newspaper or television
Teenagers prefer Television to Newspaper
Teenagers prefer Television to Newspaper
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 5 3 1 40 149 198
mid teen 1 5 1 29 61 97
late teen 6 3 6 68 92 175
Total 12 11 8 137 302 470
Chi-square value =29.133 df=8 P value =0.000
Teenagers prefer Television to Newspaper
Teenagers prefer Television to Newspaper
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 9 6 6 70 150 241
Female 3 5 2 67 152 229
Total 12 11 8 137 302 470
Chi-square value =4.867 df=4 P value =0.301
Teenagers demand products
Teenagers demand products because of TV programs and advertisements
Teenagers demand products because of TV
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 3 2 26 92 75 198
mid teen 0 7 15 41 34 97
late teen 6 15 40 69 45 175
Total 9 24 81 202 154 470
Chi-square value =26.379 df=8 P value =0.001
Teenagers demand products because of TV programs and advertisements
Teenagers demand products because of TV
Strongly
Disagree Disagree Neutral Agree
Strongly
agree Total
Gender Male 8 18 45 97 73 241
Female 1 6 36 105 81 229
Total 9 24 81 202 154 470
Chi-square value =12.879 df=4 P value =0.012
Advertisements enhance the knowledge of teenagers
TV and Ads enhance the knowledge of teenagers
TV and ads enhance the knowledge of teenagers
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 5 13 81 78 21 198
mid teen 2 12 29 48 6 97
late teen 2 17 47 77 32 175
Total 9 42 157 203 59 470
Chi-square value =19.416 df=8 P value =0.013
TV and Ads enhance the knowledge of teenagers
Advertisements enhance the knowledge of
teenagers
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 6 24 67 107 37 241
Female 3 18 90 96 22 229
Total 9 42 157 203 59 470
Chi-square value =9.336 df=4 P value =0.053
Smart and clever teenagers
TV and Advertisements make Teenagers Smart and Clever
TV and Advertisements make Teenagers Clever
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 6 22 78 73 19 198
mid teen 5 10 27 45 10 97
late teen 5 25 41 73 31 175
Total 16 57 146 191 60 470
Pearson Chi-Square
= 17.152
df =8 P value = 0.029
TV and Advertisements make Teenagers Smart and Clever
Advertisements make teenagers smart and Clever
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 11 28 68 101 33 241
Female 5 29 78 90 27 229
Total 16 57 146 191 60 470
Pearson Chi-Square =
3.882
df =4 P value = 0.442
Conflicts in family
There is conflict in the family because of TV and ads
Conflict in the family because of TV and ads
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 3 19 44 108 23 197
mid teen 6 20 27 40 4 97
late teen 26 38 34 61 16 175
Total 35 77 105 209 43 469
Pearson
Chi-Square
46.491a
df =8 P value = 0.000
There is conflict in the family because of TV and ads
Conflict in the family because of TV and ads
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 29 44 48 105 14 240
Female 6 33 57 104 29 229
Total 35 77 105 209 43 469
Pearson
Chi-
Square
22.449 df =4 P value = 0.000
Academic performance
Low academic performance
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 52 107 30 8 1 198
mid teen 18 57 12 7 3 97
late teen 39 92 30 10 4 175
Total 109 256 72 25 8 470
Chi-square value =
9.338 df=4 P value =0.053
Low academic performance
Low academic performance
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 53 128 35 20 5 241
Female 56 128 37 5 3 229
Total 109 256 72 25 8 470
Chi-square value =9.338 df=4 P value =0.053
Obesity
Obesity of the teenagers
Obesity of the teenagers
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 5 29 32 94 38 198
mid teen 5 11 14 47 20 97
late teen 8 23 38 68 38 175
Total 18 63 84 209 96 470
Chi-square value =6.812 df=8 P value =0.557
Obesity of the teenagers
Total
Strongly
DisagreeDisagree Neutral Agree
Strongly
agree
Gender Male 14 35 41 113 38 241
Female 4 28 43 96 58 229
Total 18 63 84 209 96 470
Chi-square value =11.632 df=4 P value =0.020
Not going out
Stops the teenagers to go out
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
early teen 51 106 30 8 2 197
mid teen 23 37 25 8 4 97
late teen 45 75 34 15 6 175
Total 119 218 89 31 12 469
Chi-square value =14.821 df=8 P value =0.063
Stops the teenagers to go out
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 59 106 46 21 8 240
Female 60 112 43 10 4 229
Total 119 218 89 31 12 469
Chi-square value =5.256 df=4 P value =0.262
TV while Eating
Teenagers prefer to watch TV while eating
Teenagers prefer to watch TV while eating
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
ealry teen 3 2 12 85 96 198
mid teen 3 4 14 40 36 97
late teen 8 5 22 66 74 175
Total 14 11 48 191 206 470
Chi-square value =14.626 df=8 P value =0.067
Teenagers prefer to watch TV while eating
Teenagers prefer to watch TV while eating
Total
Strongly
Disagree Disagree Neutral Agree
Strongly
agree
Gender Male 9 9 33 118 72 241
Female 5 2 15 73 134 229
Total 14 11 48 191 206 470
Chi-square value =41.330 df=4 P value =0.000
Major Findings
• Majority of the teenagers watch TV with family members (76.2% sometimes and 16%
always )
• Majority of teenagers watch television below 2hr (37%) and 2-3 hours (36%) per day
• Majority of them argued that ad always helps them to take purchase decision[(233) 49% or sometimes(191) 40%)]
• More than 95% respondents have cable/ dish home facilities in their home
Major Findings
• Majority of teenagers prefer TV to newspaper (29% agreed and 64% strongly agreed)
• Most of the teenagers agreed that they demand product because of TV (42% agreed and 32% strongly agreed)
• Majority of the teenagers agreed that TV enhance their knowledge (43%
agreed and 12% strongly agreed)
• Majority of the teenagers agreed that they are smart and clever because of TV (40% agreed and 12% strongly agreed)
• It is clear that TV is the reason for conflicts in family (44% agreed and 9% strongly agreed)
Major Findings
• Teenagers are not agreed that TV is the reason for low academic performance (54% disagreed and 23% strongly disagreed)
• Majority of the teenagers agreed that TV is the reason of teenager obesity (44% agreed and 20% strongly agreed)
• Teenagers are not agreed that TV is the reason for low academic performance (46% disagreed and 25% strongly disagreed
• Majority of the teenagers agreed that they prefer to watch TV is the reason of while eating (40% agreed and 44% strongly agreed)
Thank you