Attitude of Bhutanese Consumers Towards the Commercial Advertisements in Bhutan

The findings as per the Survey:

1. Intensity of commercial advertisements in Bhutan;

I. It has been shown by the study that the customers are not annoyed by the advertisement that they watch in the television and those they read in the newspapers. They consider them rather as convincing the customers to buy.

II. The modes that the advertisers and the customers use are one way to see the intensity of the advertisement. Thus, the study has shown that there are high intensity into the television and newspapers among the other various modes.

III. The business organizations are mostly interested in advertising using television and newspapers (28.6%).

IV. The study has revealed that the business organizations use Bhutan Broadcasting Service and Kuensel mostly out of other available Medias in Bhutan out of which Kuensel is more popular (21%) to the business organizations in advertising.

2. Degree of Influence to the customers of Bhutan;

I. The customers are influenced to buy those products and services that are seen in the television and newspaper advertisement. When there are choices of products and services to the customers, they seem to have understood the information and are influenced to buying behavior. That shows the increase in the degree of advertisement.

II. The senses that the advertiser puts also hamper the degree of influence of the customers. When there are sexuality senses in the advertisement then the customer are influenced to buy those products and services.

III. Study shows that most of the customers do not consider the advertisement as deception and that could be one reason the customers are getting enough information which leads to buying behavior of the customers.

IV. The study on the business view regarding the advertisement tells us that they mainly advertise to attract more customers (57%).

3. Impacts of Commercial Advertisement to the Bhutanese Society;

The study reveals that there are both negative and positive impacts to Bhutanese society by the commercial advertisements.

The followings are the positive impacts that have been revealed by the study;

I. The figure 1.6 reveals that the customer protection helps in creating positive impact to the society by give true and fair views and information to the consumers. The study showed there is consumer protection.

II. Another factor, deception is considered as a negative impact to the society but the study tells us that the most of the customers (54%) do not consider the advertisement as deception. Therefore, it is a positive impact towards the society where it gives true information in the advertisement and hence gives new ideas and options to the customers in choosing the products and services.

III. The customers