Understanding the Influence of TV Advertisements on Children’s Purchase Behaviour
T. Susmitha1, M. Jyothsna2
1Ms. T. Susmitha*, Research Scholar in GITAM Institute of Management, GITAM (Deemed to be) University, Visakhapatnam.
2Prof. M. Jyothsna, Professor, GITAM Institute of Management, GITAM (Deemed to be) University, Visakhapatnam.
Manuscript received on December 17, 2019. | Revised Manuscript received on December 24, 2019. | Manuscript published on January 10, 2020. | PP: 1366-1369 | Volume-9 Issue-3, January 2020. | Retrieval Number: B7911129219/2020©BEIESP | DOI: 10.35940/ijitee.B7911.019320
Open Access | Ethics and Policies | Cite | Mendeley
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In this research paper the authors have studied the perception of children towards advertisement and its influence on purchase decisions. The authors visited different schools in Visakhapatnam and checked the responses of children on time spend on TV in weekdays and weekends. Random sampling technique was used to select children from different schools. A total of 400 questionnaires were circulated, and 383 questionnaires were validated. The data collected was analysed through descriptive statistics, Weighted Average Ranking Method and ANOVA to test the hypotheses. The tests support the hypotheses that the perception towards advertisement among children plays a key role in influencing the family purchase decisions. The findings in the research will enable marketing teams in understanding how the thought process takes place in the minds of these young consumers. This will help marketers create content for their advertisements.
Keywords: Perception, Television Advertisement, Children, Family Purchase Decision.
Scope of the Article: Behaviour of Structures