Advertisisng and Children

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Impact of Television Advertisement on children andtheir influence on parents buying decision in Mumbai

A PROJECT REPORT

Submitted by

SONAL JOGIBatch 2011-13

In partial fulfillment for the award of

POST GRADUATE DIPLOMA IN MANAGEMENT

under the guidance of

Prof. Vidhya Pillai

THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

KANDIVILI (EAST), MUMBAI


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CERTIFICATE

This is to certify that this project report Impact of Television Advertisement onchildren and their influence on parents buying decision in Mumbai is a bonafide

work of Sonal Jogi in part completion of the Post Graduate Diploma in Managementand has been done under my guidance

The Project is in the nature of original work that has not so far been submitted for any other

course in this institute or any other institute.

Reference of work and sources of information have been given at the end of the project

Signature of the Candidate

Forwarded through the Research Guide

Signature of the Guide

Prof.Vidhya Pillai


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ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

CONTENT LIST

Sr.No Topic Page No

The Project should necessarily contain the following topic

1) Conclusion & Summary2) Bibliography of References


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Acknowledgement

I take this opportunity to express my profound gratitude and deep regards to my mentor

Professor Vidhya Pillai for his exemplary guidance, monitoring and constant encouragement

throughout the course of this research. The blessing, help and guidance given by her time to time

shall carry me a long way in the journey of life on which I am about to embark.

I also take this opportunity to express a deep sense of gratitude to Professor Yesha Mehta, for her

cordial support, valuable information and guidance, which helped me in completing this task

through various stages.

I am obliged to staff members of 99Acres, for the valuable information provided by them in their

respective fields. I am grateful for their cooperation during the period of my assignment.

Lastly, I thank almighty, my parents, brother, sisters and friends for their constant

encouragement without which this assignment would not be possible.

Sonal Jogi


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Literature Review

India has a great population of children. Compared with the children in other countries,

Indian children have considerable economic power and unique influence in urban

areas. Now a days one child for one Couple concept is followed by families in metro

cities in India. As the only child in the family, children receive most of the love and

attention of both parents as well as from their grandparents. Children of this generation

have more flexible income to spend and therefore exert a greater influence on the

spending.

The purpose of the paper is to report an empirical study of influence of Childers on

buying behavior of consumer. A basic component of childrens learning about the

marketplace is knowledge of sources of information about products. Parents as the

primary socialization agent Parents are considered as the primary socialization

agents for children and most aspects of parental influence continue well into

adulthood. Consumer socialization is defined as processes by which young people

acquire skills, knowledge, and attitudes relevant to their functioning as consumers in

the marketplace. Previous research into the acquisition of cognitive and behavioral

patterns that constitute consumer socialization was based mainly on two theoretical

frameworks, the cognitive developmental model and the social learning model .

(Li, 2000)

Parents play the most important role in providing children with information about

school-related products; while parents and TV play an almost equal role in

childrens learning about personal care products. In terms of the relative importance

of different information sources, television, parents, store visits and friends were ranked

as the most important sources of information by urban children. Compared to other

people, parents tend to be perceived as the most rational and trustworthy information

source by children. Peers as socialization agent like parents, peers can affect child

consumer socialization directly or indirectly. Peers appear to be an important

socialization agent, contributing to the learning of the expressive elements of

consumption. Mass media as socialization agent A huge amount of scholarly research

has been published which focuses mainly on two dimensions of media influencing

upon children, namely, advertising and editorial/programming content, whichspecifically intend to inform young people about products and encourage them to

purchase.

Studies determines new product information sources for children shows that television

is considered the most important information source for learning about new products;

and the perceived importance of television as an information source of new products


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increases significantly with the age of children. Retailer and brand as socialization agent

Retailers can be logically expected to be significant consumer Socialization agents due

to the regular and frequent store visits by children and the interactions between the two

parties. Brands are another potentially strong influence on childrens marketplace

behavior. Its not only advertisements but also other marketing strategy like packaging

too influences kids buying behavior. Like colorful packaging, attractive shapes like

heart shapes packaging or packaging with cartoon characters, kids logo attracts

them and forms the part of their buying behavior and point of purchase(

POP).(Thomas C O'GUNN, 1997)

It is believed that the norm tradition and rules of parents deciding in the family have

begun to disappear. Communication in the family becomes more open and democratic.

Consequently, children achieve more influence on family decision making

(MIKKELSEN 2006). Children have more freedom to choose instead of things being

chosen by the parents on what they eat, wear, or buy. The freedom of a childs will and

desire has brought benefit to the food market and other childrens industries. Based

upon a review of previous studies, childrens influence in family purchases and

consumer decision making varied by products and decision-related factors, as well as

the socio-economic and demographic factors of the family.(Suwandinata)

Attention-getting production features are designed to attract childrens interest in

commercial content. Such features, which are heavily concentrated in childrens

television advertisements, include action and movement, rapid pacing, sound effects,and loud music.(Calvert, 2008)

The childs influence over their parents purchasing decision is largely determined by

the category in which the product falls in high technology goods, childrens influence

may span the entire decision process. At the outset, children have been shown to be the

ones who initially expressed the need for purchases of goods of a technical nature have

also drawn evidence mounting a case for children, often regarded as internet mavens,

to be instrumental role players in the search and decision phases.

An increase in a childs age, in the average age of all children in the family, as well as

the family size leads to increased influence of the children on their parents choices

during the search and decision stage of high technology purchases. From the parents

perspective, it is shown that children from middle and high income families exert more

influence over their parents during the search and decision stage of high technology

purchases than children from low income families.


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(Justin Beneke, 2011)

Primary Research

The Primary Research has been conducted with the Help of a Survey.150 Parents are surveyed from Mumbai within the Age Group 25-40.The Respondents

are Selected through Simple Random Sampling from the Western Line, (male and

female both) with an income from Rs. 10,000 to Rs. 45,000.The approximate age of a

child is 10 Years. The table with Survey Results Indicate the number of people and the

Graphical Representation indicates the Percentage.

Questionnaire

Impact of Television Advertisement on children and their influence on

parents buying decision in Mumbai

Age :Ge n de r :

1 .Do yo u a l l o w yo u r ch i l dre n to watch T V?

Yes No

2. What does your child watch most of the time on TV?

Cartoons Movies Serials Knowledge based channels Others

3 .Are th e y e xp o s e d to adve r t i s e m e n ts wh i l e watch i n g th e t e l e v i s i o n ?


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Yes No

4.How often do you go for shopping with your child?

Once a week Once a month Quarterly Never

5.Does your child pursue you to purchase the product by getting influencebyAdvertisements?

Yes No

6.How often do you buy products under influence from your children?

Sometimes Most of the times Always Never

7.Do you take your childrens opinion when you buy something?

Yes No

8. Do you think children become adamant on purchase of a product or service after

watching the ad on TV or product in the store?

Sometimes Most of the times Always Never noticed


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9. Do you buy everything that your child demands for, after seeing it in the market? If

yes, then what type of products?

FMCG Products Consumer Durables Both Others

10. What do you think attracts a child most towards a product or service?

The advertisement Word ofmouth Friends Other

11. Which consumer durable product you have purchased recently, as per his/her

wishes?

T.V. Washing Machine Fridge Computer Other

12. Which FMCG product your kids ask you to buy most of the times on seeing the

advertisement?

Food Products Toys Stationary Others

13. The advertisers are very strategically placing their products in advertisements usingemotional appeal concentrating on children. Do you-

StronglyDisagree

Disagree

NeitherAgreenorDisagree

AgreeStronglyAgree


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Questionnaires Survey Result with Graph representation and Analysis

1. Do you allow your children to watch TV?

Survey Result:

Yes No

148 02

Representation through Bar Graph:


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Analysis:

In this question 98.67% told that their children watch television, it can be said that mostof the children watch television. However 1.33% of the parents said that they did notallowed their children to watch television. So it can be concluded that, Television is one

such medium which reaches to children as audience very widely.

2. What does your child watch most of the time on TV?Survey Results:

Cartoons 38

Movies 27

Serials 12

Knowledge based Channels 62

Others 11

Representation through Bar Graph:

0

20

40

60

80

100

120

140

160

1.DO YOU ALLOW YOUR

CHILDREN TO WATCHTV?

YES NO

Do you allow your children to watch TV?

98.67%

1.33%

2. What does your child watch most of the time on TV?


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Analysis:From this graph it can be said that maximum number of children watch knowledgebased channels (41.33%). The second highest percentage of children are the ones whoprefer to watch cartoon channels (25.33%). The remaining 33.33% of children prefere towatch movies (18%), serials (8%) and other (7.33%) channels. Thus a marketer whileconcentrating on advertisement for a product which is for children should focus onadvertisement to be on air in knowledge based & cartoon channels.

3. Are they exposed to advertisements while watching the television?

Surevey Results:

Yes 141

No 9

0

10

20

30

40

50

60

70

CARTOONS MOVIES SERIALS KNOWLEDGE

BASED CHANNELS

OTHERS

25.33%

18%

8%

41.33%

7.33%


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Representation through Graph:

Analysis:

Most of the children were exposed to advertisement while watching television whichaccounted for 94%. Thus maximum parents said that their children are exposed toadvertisement while watching television. Hence from current and previous analysis amarketer while concentrating on advertisement for a product which is for childrenshould focus on advertisement on Television as compared to other forms of advertising

.

4. How often do you go for shopping with your child?Survey Result:

Once a week 36

Once a month 72

Quarterly 36

Never 6

0

20

40

60

80

100

120

140

160

YES NO

Chart TitleAre they exposed to advertisements while watching thetelevision?

94%

6%


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Analysis:

In this result we found out that 48% of parents go with their children for shopping oncea month. Whereas similar percentage of parents go with their children on shoppingonce a week or quarterly i.e. 24%. Remaining 4% of parents never go shopping withtheir children. From this we can conclude that most of the parents i.e. 96% go toshopping with their children so impact of the advertisement can be seen considering anexample- like in the shopping mall where we can see a child nagging their parents forbuying a certain product which they have seen on television.

5. Does your child pursue you to purchase the product by getting influence byAdvertisements?

Survey Result:

0

10

20

30

40

50

60

70

80

ONCE A WEEK ONCE A MONTH QUARTERLY NEVER

How often do you go for shopping withyour child?

24%

48%

24% 4%


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Yes 142

No 8


Analysis:94% of the parents said that their child did forced them to purchase a certain productonce he/she sees it on television. Thus television advertisements have a deeper impacton a childs psychology, as television advertisements stimulate their senses verbally aswell as visually and tend to develop a liking for a product which they see it ontelevision and ultimately persuading parents to buy it for them.

6. How often do you buy products under influence from your children?

0

20

40

60

80

100

120

140

160

YES NO

Does your child pursue you to purchase the

product by getting influence by

Advertisements?

94%

6%


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Survey Result:

Sometimes 28

Most of the times 43

Always 66

Never 13


Analysis:

This was the most interesting result I found. In this analysis 66% of parents getinfluenced to buy product always as per the wish of their child; whereas 28.66% ofparents most of the time get influenced by their child to buy product, however

18.66% of parents sometimes get influenced to buy product as per the wish of theirchild; remaining 8.6% parents said that they never get influenced by their children tobuy products. From this it can be concluded that 91.4% of parents sometimes in theirlife buy products as per the wish of their child.

0

10

20

30

40

50

60

70

SOMETIMES MOST OF THE TIMES ALWAYS NEVER

How often do you buy products under

influence from your children?

18.66%

28.66%

66%

8.6%


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7. Do you take your childrens opinion when you buy something?

Survey Result:

Yes 62

No 88


Analysis:

From this analysis we found out that most of the parents (58.66%) do not take opinionfrom their child. It was shocking to know that 41.33% of parents take opinion fromtheir child.

0

10

20

30

40

50

60

70

80

90

YES NO

Do you take your childrens opinion when

you buy something?

41.33%58.66%


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8. Do you think children become adamant on purchase of a product or service after

watching the ad on TV or product in the store?

Survey Result:

Sometimes 51

Most of the times 47

Always 28

Never Noticed 24


Analysis:From this analysis we found out that 34% of parents believe that children becomesometimes adamant on purchase of product or services after watching TV or productin the store. Slightly less i.e. 31.33% of children most of the times become adamant.18.66% of parents felt that children always demanded the product or services afterwatching ad on TV or product in the store whereas 16% never noticed about it. From

0

10

20

30

40

50

60

SOMETIMES MOST OF THE

TIMES

ALWAYS NEVER NOTICED

34%31.33%

18.66%16%

Do you think children become adamant on

purchase of a product or service after watching

the ad on TV or product in the store?


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this it can be said that around 84% of children get affected by the ad on TV or productin the store.

9. Do you buy everything that your child demands for, after seeing it in the market?

If yes, then what type of products?

Survey Results:

FMCG Products 84

Consumer Durables 30

Both 24

Others 12

Representation through Graphs:

Analysis:

0

10

20

30

40

50

60

70

80

90

FMCG

PRODUCTS

CONSUMER

DURABLES

BOTH OTHERS

56%

20%16%

8%

Do you buy everything that your child demands

for, after seeing it in the market? If yes, then

what type of products?


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Maximum number of parents i.e. 56% did purchase FMCG products when demandedby the children where are 20% parents purchased consumer durables on their childsdemand. This was because FMCG products were comparatively lesser expensive thandurables. Thus a marketer which is making ad focusing children should prioritize adon FMCG products sompared to durables.

10. What do you think attracts a child most towards a product or service?

Survey Results:

Advertisements 64

Word of Mouth 13

Friends 46

Other 27


0

10

20

30

40

50

60

70

ADVERTISEMENT WORD OF MOUTH FRIENDS OTHERS

42%

8.6%

30.6%

18%

What do you think attracts a child mosttowards a product or service?


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Analysis:

In this analysis we found out that most of the children get attracted towards products orservices after watching ad (42.6%) or through their friends (30.6%), remaining 26.8%children get influenced by word of mouth (8.6%) and through other means (18%).

11. Which consumer durable product you have purchased recently, as per his/herwishes?

Survey Results:

T.V. 42

Washing Machine 12

Fridge 6

Computer 42

Others 48


0

10

20

30

40

50

T.V. WASHING

MACHINE

FRIDGE COMPUTER OTHER

28%

8%4%

28%32%

Which consumer durable product you have

purchased recently, as per his/her wishes?


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Analysis:From this analysis we found out that 28% of parents purchase TV or Computer as pertheir childrens wish whereas respectively 8% and 4% of parents buy washing machineand fridge as per their childrens wish. In other products 32% of parents buy product as

per the wish of their child. So it can be said that while purchasing TV, Computer andother products parents take the opinion of their children.

12. Which FMCG product your kids ask you to buy most of the times on seeing the

advertisement?

Survey Result:

Food Products 54

Toys 30

Stationary 48

Others 18



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Analysis:

Out of the FMCG products most of the children asked to buy food products (36%) andstationary (32%) to their parents on seeing the advertisement whereas toys and otherFMCG products were demanded by kids 20% & 12% respectively.

13. The advertisers are very strategically placing their products in advertisements

using emotional appeal concentrating on children. Do you

Survey Result:

StronglyDisagree

Disagree

NeitherAgreenorDisagree

AgreeStronglyAgree

0

10

20

30

40

50

60

FOOD PRODUCTS TOYS STATIONARY OTHERS

36%

20%

32%

12%

Which FMCG product your kids ask you to buy

most of the times on seeing the advertisement?


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14 30 12 38 56


Analysis:

From this analysis we found out that 37.33% of parents strongly agree with thestatement, whereas 25.33% of parents agreed that advertisers are strategically placingtheir products using emotional appeal concentrating on children. Whereas 28.67% ofparents (20% disagree, 8% neither agree nor disagree and 0.67% strongly disagree) donot seem to agree that advertisers are strategically placing their emotional appealconcentrating on children.

Conclusion

0

10

20

30

40

50

60

STRONGLY

DISAGREE

DISAGREE NEITHER AGREE

NOR DISAGREE

AGREE STRONGLY AGREE

9.33%

20%

8%

25.33%

37.33%The advertisers are very strategically placing their products in

advertisements using emotional appeal concentrating on

children. Do you


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The ad filmmakers are formulating fresh ways of enticing the consumers to buy their products. If anadvertisement for a product attracts the consumers, they tend to purchase it frequently, or at least buyit once. If a company has to survive in this competitive world, he/she has to project the image of itsproducts in such a way that they pick up the maximum sales, when they hit the stores. The best wayto persuade the consumer to stick to the product of the particular brand, when numerous choices are

provided to him/her in the market, is attractive advertisement. However, the ad filmmakers shouldremember that the commercials can also have negative impact on people, especially the youngchildren. Thus, on concluding remarks, I have put the Positive and Negative Effects Of Advertisementon Kids.

Positive Effects Of Advertisement On Kids

Advertising makes the kids aware of the new products available in the market. It increases theirknowledge about the latest innovations, in the field of technology as well as otherwise.

Convincing ads, which center around healthy food products, can help improve the diet of a child, ifthey are attractive enough.

Negative Effects Of Advertisement On Kids

Advertisements encourage the children to persuade their parents to purchase the products shown inthe commercials, whether useful or not. The little ones tend to get adamant, if they are not bought theproduct.Children often tend to misinterpret the messages conveyed in commercials. They overlook thepositive side and concentrate more on the negatives.

Many advertisements in the present times include dangerous stunts, which can be performed onlyby experts. Even though the commercials broadcast the statutory warnings with the ad, the kids oftentry to imitate the stunts at home, with fatal results.The flashy advertisements broadcast in television generate impulse shopping in children.Children, after watching the glitter of commercials, often lose the ability to live a life withoutmaterialistic joy.


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Recommendation

Advertisers should take great care in assessing the level of knowledge,sophistication and maturity of the intended audience. In particular great

care should be taken when communicating with younger children who

may have a lack of ability to comprehend the purpose of advertising and

differentiate between it and non-advertising messages.

Advertisers should ensure that the language and manner of anyadvertisement is easily understood by those children for whom it isintended.

Advertisers should not exploit the lively imagination of children and theiruse of make-believe, by creating communications that take unfairadvantage of their commercial innocence.

Advertisers should not portray unsociable or stereotyped behaviour;every opportunity should be taken to promote such attributes asfriendship, kindness, honesty, justice, generosity and the like. Care shouldbe taken to avoid any suggestion of bullying, vindictiveness, cruelty orbehaviour involving undesired-able body language or other anti-socialgestures.

Advertisers should take great care to avoid any inference of orendorsement for discrimination based on race, religion or sex.

Advertising should not unfairly imitate programme or editorial content soas to confuse children as to what is advertising and what is not; where

there is danger of this there should be clear statement marking it as an

advertisement.

Advertisements should not portray violence or aggression, nor containmenacing or horrific elements likely to disturb children

Advertisements should be rigorous in depicting proper behaviour andmust avoid suggesting any activity that would be unsafe for children.


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Advertisisng and Children

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