Impact of Television Advertisements on Consumer Purchase Intention of Herbal Products

Being a powerful player in this era, television advertisements have been positioned as an outstanding influencer in Sri Lanka spreading its coverage to all people. Today, people concern more on their health shifting towards the consumption of herbal products not only in Sri Lanka but also in all over the world. This aims to determine the impact of television advertisements on consumer purchase intention of herbal products in the Western province of Sri Lanka. Attitude towards television advertising and perceived behavioral control on consumer purchase intention of television advertisements of herbal products had a strong correlation on each other. The correlation between subjective norm and consumer purchase intention of television advertised herbal products was moderate. Multiple Linear Regression results concluded that attitude towards television advertising, subjective norm and perceived behavioral control of the study had a positive impact on consumer purchase intention of television advertised herbal products. Herbal products purchase intention is driven mainly by attitude towards television advertising, subjective norm and perceived behavioral control. Herbal products manufacturers and advertisers would be better to revise their existing advertising strategies as per those variables while forming new advertising methods.