Impact of radio advertisements on buying behaviour of urban commuters

Rajagopal (Monterrey Institute of Technology and Higher Education, ITESM, Tlalpan, Mexico)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 7 June 2011

Abstract

Purpose

This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation.

Design/methodology/approach

This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio.

Findings

The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.

Originality/value

A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject.

Keywords

Citation

Rajagopal, . (2011), "Impact of radio advertisements on buying behaviour of urban commuters", International Journal of Retail & Distribution Management, Vol. 39 No. 7, pp. 480-503. https://doi.org/10.1108/09590551111144888

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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