Television viewing habits and its impact: a comparative study on mothers and daughters

Pai, Yogesh P and Chary, Satyanarayana T and Pai, Rashmi Y (2011) Television viewing habits and its impact: a comparative study on mothers and daughters. In: Television viewing habits and its impact: a comparative study on mothers and daughters. Proceedings of the 2009 International Conference on Economics, Business Management and Marketing,, 9-11 October, Singapore.

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Abstract

The main purpose of this paper is to explore the television viewing habits of mothers and daughters and to determine the factors that are considered important for viewing television soap. Data gathered from 100 dyadic pairs of mothers and daughters. The data included information about the mothers and daughters; factors for watching television soaps and their influence on them. The results indicate not only that the objective of mothers and daughters while watching television differs, but also they significantly differ in terms of influence and buying behaviour.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Television soaps, attitudinal change, buying behaviour
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 30 Mar 2016 13:41
Last Modified: 30 Mar 2016 13:41
URI: http://eprints.manipal.edu/id/eprint/145699

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