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برامج المراة في القنوات الفضائية العربية وانعكاساتها على السلوك الاستهلاكي == Woman Programs In The Arabic Satellite Channels And Its REFLection On The Consumer Behavior
Author name:
سهاد عدنان جلوب المطيري
Supervisor name:
طالب عبد المجيد علاوي
General topic:
Media
Specific topic:
The Press
Degree:
Doctorate
University:
University of Baghdad - College Of Media - Department Of Radio And Television Journalism
Language:
Arabic
University location:
Baghdad
First pages:
15T499 - p.pdf
Abstract:
تناول البحث (برامج المراة في القنوات الفضائية العربية وانعكاساتها على السلوك الاستهلاكي) دراسة تتمحور حول البرامج التلفزيونية الموجهه للمراة في القنوات الفضائية وكيف تعمل هذه البرامج في تنمية السلوك الاستهلاكي للمراة عبر عرضها لسلع او خدمات تصاحب شراء هذه | As the title shows, the present study is about the T.V. programs targeting women and how the consumer behavior grows in women through the supply of goods and services that accompany buying these goods through the allocation of special programs to promote certain goods or the allocation of time devoted to women's programsIn conducting this research, the researcher depends on a number of assumptions as follows : - 1. Directed programs for women are shopping for a pattern of excessive consumption.2. The program repetition in channels targeting women helps to attract them to the advertised goods.3. The use of celebrity and experts in consumer - oriented programs for women contributes to increase the demand for the commodity.4. The use of women themselves in consumer - oriented programs will increase the demand for the commodity.5. Seductive goods provided through T.V. programs oriented for women are attractive.6. The comparison between Item specifications shown on T.V. and item specifications in reality.7. Confidence in what is presented on television programs about the information of the advertised goods.8. The social class that a woman belong to has an effect on the consumer behavior.9. Customs and traditions have an effect on the consumer behavior.10.Friends have an effect on consumer behavior.The research seeks to achieve certain goals which are how the woman follow up and pay attention to the programs targeting her, and evaluate the role of T.V. programs oriented for women as a source of information in her opinion. The research aims at studying the effect of the consumer behavior of women on the programs of the satellite channels oriented for her according to the social and educational characteristic of the society and determine the reasons why she prefers such programs. It also aims at defining the most preferred programs that the Respondents see and the information they seek to know from these programs, and identify more areas that are displayed and programs that attract respondents.The present research is considered as one of the descriptive researches and the researcher used the survey method that is one of the methods to collect information about the individuals and their behavior, perception, feelings and attitudes that belong to the target audience about the phenomenon in question. The researcher distributed a questionnaire on the sample members of about 403 individuals lives in Baghdad that represent the research community and the researcher has chosen the sample members according to the sample. The research conclusions are as follows : 1. Most of the respondents in Baghdad sometimes see the T.V. programs oriented for women.2. The research reveals that these programs meets the respondents interests in the first place and these programs help the respondents to know what is happening around us specially the issues of concern to women in the second place.3. Follow up the products shown on these programs since the home appliance ranked first, followed by personal needs.4. The research confirmed that most of the respondent sees that these programs are shopping for the pattern of excessive consumption while some other respondents do not see that. This is due to reasons related to the consumer such as poor economic situation, which is limited monthly income for some.5. The results confirmed that the seductive offers that these programs present as a free gifts for women helps to attract some of the respondents to buy these goods while other respondents are not tempted by these gifts and this is due to deceptive qualities that those goods carry or because of negative past experiences.6. The results of the search proved the validity of some assumptions while there is no proof concerning some other assumptions.
