The Impact of Advertisements on Children and Their Parents’ Buying Behavior : An Analytical Study

Children spend much of their free time in watching television seemingly enamored of the screen. Advertisers on children's television channels used to appeal to the parents, but now they directly appeal to children who do not have the emotional or cognitive tools to evaluate what is being sold to them. Gone are the days when parents talked about what their children should wear, eat, play and study. While television is a good medium for imparting knowledge and education, it can also be harmful considering the impact it leaves on the minds of children. Marketers try to plant the seeds of brand recognition in the minds of young children with the hope that these seeds would grow into long-lasting relationships. This paper aims to study the significant impact of television advertisements on children and the buying behavior of their parents. Cross-tables and one-way ANOVA are used as statistical tools for analyzing the data. The main objective of this paper is to identify and evaluate the significant difference between the opinions of respondents related to various income and occupational groups. It is found that children always influence parents' shopping decisions whether the purchases are of use to them or not