International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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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.

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