ABSTRACT

This study identifies the various sources of motivation for purchases/purchase requests made by children and kinds of products that children generally buy after watching TV ads. Also, the frequency of buying products/asking parents to buy after watching TV ads was determined. Sample size comprised of 400 children from reputed private schools catering to middle and upper socio-economic strata. The study is confined to the state of Punjab. Findings revealed that children’s purchase decisions or requests to parents are governed by ‘real needs’, followed by ‘peer or social group’ and ‘TV ads’. Children most often buy or request ‘clothes or footwear’, followed by ‘stationery/books/CDs etc. It is also seen that many times ads do not yield a purchase or purchase request from children.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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