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Children as Consumers: Impact of Advertising

This dissertation presentation discusses a study on the impacts of children as consumers. The objectives are to study the role of advertising on children and its impact, and to understand current perceptions, behavior, and habits of children as consumers due to advertising. The research will involve surveys and interviews with children, parents, and advertisers in New Delhi. Both primary data through questionnaires and secondary data from reports will be collected. The results are expected to show that children have become powerful consumers who influence their parents' purchasing decisions and are aware of market alternatives. Marketers leverage children's pestering of parents in their advertising strategies.

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Shweta Adlakha
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8 views5 pages

Children as Consumers: Impact of Advertising

This dissertation presentation discusses a study on the impacts of children as consumers. The objectives are to study the role of advertising on children and its impact, and to understand current perceptions, behavior, and habits of children as consumers due to advertising. The research will involve surveys and interviews with children, parents, and advertisers in New Delhi. Both primary data through questionnaires and secondary data from reports will be collected. The results are expected to show that children have become powerful consumers who influence their parents' purchasing decisions and are aware of market alternatives. Marketers leverage children's pestering of parents in their advertising strategies.

Uploaded by

Shweta Adlakha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

DISSERTATION PRESENTATION

Presented by:
DEVENDER
G-1
B-62
TOPIC

“Children as consumers– Its Impacts & Implications”


objective

 To study the role of children in advertising and the impact it has on


children
 To study the current perceptions, behavior & habits of children as consumers
due to the impact of advertising as an effect of change.
INTRODUCTION
In this research survey was undertaken to understand current perceptions, behavior & habits
of children and consumers shift due to advertising as an effect of change .During this
research interaction was done with the kids and the parents based in New Delhi and admen
were also contacted upon to know the current advertisements trends in the field of kids
advertising.
 
The research would be conducted to achieve new insights into genesis of television
advertising directed to children and how it affects the target consumer's buying behavior.
 
The data would be collected through primary as well as secondary data sources. The
qualitative research would include primary data collection done through use of two
questionnaires designed separately for the general consumers and for advertising agencies &
personal interviews. The secondary data will be collected through census data, reports of
agencies, magazines and periodicals.
 
Results indicate that the children have become very powerful consumers. They have evolved
as the big spenders in today’s life. They have the power to influence their parents in buying
them products they desire and their decision is counted when a purchase takes place in the
family since they aware of the several alternatives that are available in the market. Marketers
make use of the pester power the children use on their parents and like to design the ads
accordingly.
RESEARCH TYPE: QUALITATIVE
EXPLORATORY RESEARCH

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