Marketing Owais

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Television advertisements andChildrens buying behavior

Name: Muhammad Owais

Reg # 22727

Bahria University

Karachi Campus


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INTRODUCTION:

Advertisement is said to be one of the effective tool in the communication of marketing and to

motivate the customers. It also has the linkages in the media which has widen up the lines

between the advertisement and the entertainment.

The purpose of this research paper is to examine the attitudes of the children towards the

advertisement which are being shown in the media and their buying behavior.

I as a marketer want to see the impact of the childrens buying behavior towards the

advertisement which are being shown on the television or other ways of media. My interest

towards this topic was that I wanted to see how children develop their interest in the products

while theyre being advertised in the media and through this which kind o f strategy is to be used

by the marketer.

It relates to our previous subjects of advertisements which we have studied in the previous

course of consumer behavior.

This research paper will give us the practical examples of using different forms of strategies and

learning the behavior of the buying behavior of the children.

12.4 percent of the children were heavy TV viewers (more than 3.5 hours per day in weekdays),

66.9 percent were moderate viewers (less than 3.5 hours per day in weekdays), and 20.7 percent

light viewers (never watch TV in weekdays). At weekends, 4.1 percent of the respondents neverwatched TV, 51 percent watched less than 3.5 hours, 36.6 percent watched more than 3.5 but less

than 7 hours, and only 8.3 percent watched more than 7 hours. Boys tended to watch longer

hours than girls.

Most of the children reported that they paid little attention to TV commercials. 59.3 percent of

the respondents replied switch to other channels most of time; while 22.1 percent switched

channels nearly every time during advertisements being broadcasted. On the other hand, 15.2

percent said that they watched TV commercials most of the time, and only 3.4 percent watched

commercials all the time.


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HYPOTHESIS:

H1 A. There is a considerable dissimilarity among the three age groups with regards to the

impact of reliability element in the advertisements on all the recognized dimensions of their

buying behavior.

H1 B. There will be a considerable dissimilarity among the three age groups with regards to the

impact of entertainment element in the advertisements on all the recognized dimensions of their

buying behavior.

H2 A. There is significant relationship between reliability element of the advertisements and all

the recognized dimensions of the childrensbuying behavior.

H2 B. There is significant relationship between entertainment element of the advertisements and

all the recognized dimensions of the childrens buyingbehavior.

LITERATURE REVIEW:

The purpose of this paper, this review will focus mainly on the consumer socialization and major

socialization agents. Socialization agents are the influential sources that convey norms, attitudes,

motivations, and behaviors to the learner. Much evidence shows that parents, peers, mass media,

stores, schools, brands, and products themselves and their packages are all sources of

information, namely socialization agents.

Parents are considered as the primary socialization agents for children. The processes of direct

communication between parents and children, parents influence their childrens interactions with

other consumer influence sources, and play a role to modify the effects of other socialization

agents upon their children, such as mass media and peers groups.

Peers appear to be an important socialization agent, contributing to the learning of the expressiveelements of consumption. It seems clear that both parents and peers are important facilitators of

childrens learning of socialization as consumers; parents contribute greatly to the formation of

childrens consumerbehavior in the earlier phases of a childs growth, and the peers socializing

influence increases with age as the parental influence wanes.


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RESEARCH METHODOLOGY:

This research paper was based on descriptive design and exploratory. The exploratory type

includes the detailed interviews from the children and the advertisers. The detailed interviews

contained the questionnaires and with the informal manner. The survey was being carried out in

four schools. Their observations were done on the changes of the age and their educational

backgrounds.

RESEARCH POPULATION:

In this research paper four schools were selected and the schools were of English medium.

Among those there was a school situated in Karachi. In that school 30 students were enrolled and

among those few were selected for the observation. This was done so that to get the perfect

results. The age group of those students was of five to eleven.


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