Understanding the Influence of TV Advertisements on Children’s Purchase Behaviour

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.