Buyer beliefs and attitudes towards direct response television in Metro Manila

• Main Author: Soberano, Glorife P.
• Format: text
• Language: English
• Published: Animo Repository 2000
• Subjects: Consumer behavior; Market surveys; Consumers' preferences; Television advertising; Behavioral Economics
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2289
• Institution: De La Salle University

This study zeros in on the beliefs and attitudes of Direct Response Television buyers in Metro Manila towards its advertisements. It primarily investigates the different beliefs with regard to the medium's use in providing product information, its role in molding the society's image, its e...