Abstract
This research was conducted to examine the effect of television commercials (TVC) on customers' purchase intention to help improve sales for the milk industry of Ho Chi Minh City, Vietnam. Quantitative approach was applied with 300 respondents who often used milk products and watched the TVCs about milk products of Anlene, Vinamilk, Dutch Lady Complete milk, Dumex milk, Dielac Optimum milk and Dutch Lady fresh milk. The results indicated that all factors of commercials positively correlated with customers' purchase intention. Moreover, this study argued that in order to gain higher customers' purchase intention, marketers and commercials makers should a) pay more intention on the repetition of TVC on air, b) concentrate on building trust in customers' mind and perception, c) create meaningful advertising message. Interestingly, this study also found that customers' purchase intention was directly affected by customers' positive moods. In addition, purchase intention was indirectly influenced by customers' trust, customers' interest and length of TVCs.
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