Children's Attitude towards Television Advertisements and Influence on the Buying Behavior of Parents

Abstract

The paper intends to understand the attitude of children towards Television advertisements and how this impacts the buying behaviour of parents. The study has been made by conducting a survey in Delhi and NCR. A questionnaire assessing attitudes of children towards TV advertisements and buying behavior of parents was distributed among parents of children between 8-14 years of age. A structural equation model was built using data from a sample of 400 parents. The analysis revealed that Advertisements on television have significant impact upon the attitude of teenagers towards TV commercials. Four major factors were found to be influential in determining the attitude of children towards TV advertisements. The factors were Entertainment, Likability, Credibility, and Informativeness. The analysis further revealed that the positive attitude of children towards TV advertisements leads to pester power and pester power has a significant impact on the buying behavior of parents.