UNDERSTANDING CHILDREN’S BEHAVIOUR WHILE WATCHING TELEVISION ADVERTISEMENT & ITS INTENT ON THE BASIS OF AGE & GENDER
2
Author(s):
ROHAN SHARMA , DR. SAYEED-UZ-ZAFAR
Vol - 4, Issue- 3 ,
Page(s) : 624 - 629
(2013 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
The present research aims to study understanding children’s behaviour while watching television advertisement & its intent on the basis of age & gender. 300 subjects were taken from the different areas of Punjab (Jalandhar, Ludhaina, Phagwara & Amritsar). Various aspects of behaviour & television viewing pattern were taken into consideration. The analysis was done on the basis age and gender by using t- test & F-test, the result shows that television advertising put huge impact on children’s behaviour and also shows the liking of advertisement by the children’s. The other aspects of behaviour were also discussed in the paper.
- Datta S. (2008): “Advertisements do they match consumer preferences?” Marketing mastermind, pp.59-62
- Ramaswami, V.S. & Namakumari, S. (2004), Marketing Management, 3rd edition
- Etzel M., Walker Bruce J., Stanton W. & Pandit A. (2008): Marketing- concepts and cases, 13th edition, Tata Macgraw, New Delhi.
- Saxena, R. (2005). Marketing management. New delhi: tata mc graw.
- Kavitha G. (2006) “A study on the effectiveness of the advertising techniques used in the personal care segment of women consumers”, indian journal of marketing, vol. 36, no. 8, PP. 12-16.
- Shah, K. & D’souza, A. (2008), Advertising promotion, an imc perspection New delhi.Tata Mc graw hill companies.
- Moschis, G.,P. & Churchill, G.,A. (1978), “Consumer socialization: a theoretical and empirical analysis'', Journal of Marketing Research, Vol. 15 No. 4, pp. 599-609.
- Moschis, G.P. (1985), “The role of family communication in consumer socialization of children and adolescents'', Journal of Consumer Research, Vol. 11 No. 4, pp. 898-913.
- Roedder D L. (2009): “Parents ‘perceptions of children's purchase influence the effects of selected demographic variables.” Journal of Consumer Research. vol 4, pp 149-154.
- Farooq, J.A., Akhtar, S., Hijazi, S.T., & Khan, M. B. (2010): Impact of Advertisement on Children Behaviour: Evidence from Pakistan. Europian Journal of Social Sciences , vol 12 , 663-670.
|