Transformations  in
Business & Economics

Consumers’ Attitudes Towards TV Commercials and the Tendencies of their Behaviour in the Lithuanian Market: A Generational Study
Vytautas V. Sirtautas, Daiva Sirtautiene

ABSTRACT. The paper discusses the interaction between Lithuanian consumers’ attitudes towards advertising elements, especially in TV commercials, and towards purchasing the advertised products. Through the analysis of respondents’ questionnaire results, the problem of optimal consumers’ segmentation is considered by searching for the factor that predominantly influences the choice of an advertised product. By the use of factor and cluster analysis it is determined and verified that the factor is generations, i.e., qualitatively different age groups.

The generations (teenagers vs. parents vs. grandparents) factor indicates oppositions: a) the opposition of intention to buy unusual vs. usual products, b) the opposition of advertisements in fictional vs. home environment, c) the opposition of recreational vs. businesslike advertisements evaluation, and d) the opposition of cheerful vs. serious lifestyle. Further, in the article separate generational segments are discussed by presenting the generations’ attitude towards advertisements’ elements and buying: popularity (percentage analysis), interrelations (correlation analysis), and significant differences (criterion χ²).

KEYWORDS: consumer behaviour, generations, advertising, evaluation of TV commercials, Lithuania.

JEL classification: M31, M37, D12, C14, P2.