THE IMPACT OF TELEVISION ADVERTISING ON CONSUMER BEHAVIOR: THE CASE OF THE NON-ALCOHOLIC BEVERAGE MARKET IN GEORGIA

Television advertising remains one of the most influential marketing tools in shaping consumer behavior, especially in markets such as the non-alcoholic beverage sector in Georgia. The purpose of this article is to analyze how different types of television advertisingemotional, informational, and humorous content affect consumer choice behavior, brand loyalty, and purchasing decisions. The research is based on a quantitative methodology: an online survey was conducted involving 362 respondents from various regions of Georgia. The analysis of the collected data shows that television advertising has a particularly strong impact on how young people perceive products and make purchasing decisions, with emotional advertisements being perceived as more memorable and having a more active influence on behavior. The article highlights the essential role of advertising in enhancing brand awareness and the need to improve the effectiveness of marketing strategies within the Georgian market. The findings of this study can be used both by marketing practitioners and academic researchers to plan communication strategies in a more targeted and effective manner.