Purchase decision; Customer positive attitude; TVCs; Television commercials
This research attempted to examine the effect of television commercials, as known as TVCs, on customer purchase decision so as to enhance the effectiveness of advertising via this potential channel and eventually boost sales for washing powder businesses in Ho Chi Minh city, Vietnam. The research procedure of quantitative approach was carried out with 314 respondents who purchased washing powder products and watched TVCs of washing powder products such as OMO, Ariel, Aba, Attack, Tide, Surf, Vi Dan and My Hao. The outcomes showed that factors of TVCs can positively correlate to customer purchase decision. Interestingly, customer purchase decision was also found to be affected by customer positive attitudes. As a result, this study suggested that in order to achieve greater customer purchase decision, TVC producers or marketers should focus on a) creating a meaningful advertising message b) designing suitable timeline for TVCs’ repetition c) selecting endorsers who are familiar and trustworthy to the consumers. In addition, marketers should also pay attention to the factors of interest, credibility and length of TVCs in order to maximize the indirect effects on purchase decision through customer positive attitudes.