The Impact of Television Advertising on The Branding of Health Drinks: Analysing Rural Consumers Trust, Perception, And Purchase Intentions

Abstract

The study examines the influence of television advertising on the health drinks' branding among rural consumers through trust, perception, and purchase intentions. Marketing significantly impacts consumer behaviour, and television advertising has been found to be a very influential marketing tool, especially in rural settings, where access to diverse media is limited. The research adopts a quantitative survey approach with a structured questionnaire to collect data from 200 respondents purposively sampled. The demographics, media habits, trust in adverts, perception of health drinks, and purchase intentions were examined using closed-ended questions and Likert-scale items. Descriptive statistics, correlation analysis, and regression analysis were used to establish the relationships between trust, perception, and purchase intentions as well as the overall effect of television advertisements on branding outcomes. Findings show that television advertisements significantly enhance consumer trust and perception of health drinks, which ultimately influences purchase intentions. This study contributes to marketing strategies by emphasizing the need for culturally responsive and relatable content in advertisements to foster consumer trust and brand loyalty in rural markets.