RETAIL MANAGEMENT PROJECT

Kids Marketing - Children's Consumer Behavior &

Marketing To Kids In India

Submitted to: Submitted by: (Group 9)

Prof. VV Gopal Ankush Goel (09BSHYD0132)

Deekshant Gupta (09BSHYD 0242)
Jagani Khyati Ghanshyam (09BSHYD 0328)
Neetish Kumar Singh (09BSHYD 0491)
Preetish Kumar Singh (09BSHYD 0585)
Tanushree Gupta (09BSHYD 0915)

Date of Submission: 30 August 2010

 TABLE OF CONTENTS

INTRODUCTION...........................................................................................................................3

MARKETING TO CHILDREN IN INDIA....................................................................................4

MAJOR PLAYERS IN KID’S PRODUCT MARKETING...........................................................8

KID’S APPAREL........................................................................................................................8
TOYS.........................................................................................................................................11
FOOD.........................................................................................................................................14
BABY CARE PRODUCTS.......................................................................................................19

FACTORS AFFECTING KIDS-CONSUMER BEHAVIOUR....................................................22

ADVERSE EFFECTS OF MARKETING TO CHILDREN.........................................................29

PROTECTION FOR CHILDREN................................................................................................30

ROLE OF MEDIA AND GOVERNING GUIDELINES.............................................................34

CONCLUSION..............................................................................................................................41

REFERENCES..............................................................................................................................42

2|Page
INTRODUCTION

India has 420 million kids1, which is more than the US and UK combined. Children (0-14 years) 2
comprise of 31.1%3 of the total Indian population which in numbers is more than 36 crores 4
which is really an enormous market to be captured by the marketers.

Children are known to have strong tastes and preferences, and advertising surely has an impact
on them. Children in middle-class India take important decisions in the home, thereby
contributing majorly to household budget contours.

Kids are neither direct buyers nor do they hold the purse strings, yet every marketer is trying to
woo the new age kids with special promos and innovative selling schemes. Be it festival time,
summer holidays or post-result days, several company’s come up with special offers for kids.
After all, brand impressions once formed, stay for a lifetime5.

Today kids own a lot of stuff, and are one of the most needy lot. The child's role extends to even
those product categories which children don’t even consume. Children do influence opinions
and once they are enticed by new products, they will have a desire to possess it. Kids have great
pester power and most of the time parents think it is better to give in, than to have sulking
children.

Whatever be the marketing tricks applied, it has to be accepted that children are a separate
consumer class. They are an increasingly important consumer group for marketers in India - thus
the need for separate products for children and tailoring communication specifically to sell
products to them is very crucial for the marketers.

1
[Link]
2
[Link]
3
[Link]
4
[Link]
5
[Link]

3|Page
 MARKETING TO CHILDREN IN INDIA

Today the kids start using technology from a very young age. Kids today prefer messaging their
friends either on a computer or on cell phone. They are less interested in talking or writing to
their friends. They use social networking sites to remain connected to their friends.

Today, their friends are not necessarily the kids next door. They are everywhere in the world. By
the time they hit the teen stage, they regularly chat with kids in the neighborhood as well as the
kids around the world6. They play online games and also share music with their friends in other
countries.

Children are becoming consumers at a very young age, and a variety of experiences and factors
shape their consumer habits. Of particular interest and concern are factors that affect their food-
and nutrition-related decisions and behavior. Many factors interplay to affect these decisions and
behavior of children and teenage youth consumers. Family has been identified as one of the most
influential environmental factor affecting food and nutrition related decisions and behavior of
children7.

Children constitute three different markets: the primary, the influencer, and the future market8.
For certain products children are the primary users or buyers. They either purchase a product
themselves or select the product and make the parents purchase it for them. For other products,
like the ones, which are used by the entire family, children may influence purchases made by
their parents.

6
Maintaining brand relevance with kids
7
[Link]/bitstream/2259/387/1/[Link], Target Marketing to Children – The Ethical Aspect
8
[Link]/bitstream/2259/387/1/[Link], Target Marketing to Children – The Ethical Aspect

4|Page
Therefore today, the decision-making in households seems to change with the mere presence of
children because in case of middle class families that have both working parents, the marketer
tries to work through the children and encourage them to make very unreasonable demands.

Why Marketers Target Kids9

Kids represent an important demographic segment to marketers because:

 They have their own purchasing power

 They have the power to influence their parent’s buying decisions
 They are the adult consumers of the future.

Industry spending on advertising to children has exploded in the past decade, increasing from a
mere $100 million in 1990 to more than $2 billion in 200010.

How Marketers Target Kids

Following are some of the strategies marketers employ to target the children:

1. Pester Power

Pester power refers to the ability of children to nag and indulge their parents into purchasing
items they may not otherwise buy.

Today's kids have more autonomy and decision-making power within the family than in previous
generations, so it follows that kids are vocal about what they want to their parents.

According to the 2001 marketing industry book, ‘Kidfluence’, pestering or nagging can be
divided into two categories—"persistence" and "importance." Persistence nagging (a plea, that is
repeated over and over again) is not as effective as the more sophisticated "importance nagging"
This latter method appeals to parents' desire to provide the best for their children. It also plays a
role on the guilt they may have about not having enough time for their kids.

9
[Link]
10
[Link]

5|Page
Therefore, marketing to children is all about creating pester power.

In words of Barbara A. Martino, Advertising Executive, "We're relying on the kid to pester the
mom to buy the product, rather than going straight to the mom."

2. Building brand name loyalty

Marketers plant the seeds of brand recognition in young children, in the hope that the seeds will
grow into lifetime relationships. According to the Centre for a New American Dream, babies as
young as six months of age can form mental images of corporate logos and mascots. Brand
loyalties can be established as early as age two, and by the time children head off to school most
can recognize hundreds of brand logos11.

As per James McNeal, The Kids Market (a unique boutique shopping centre for children and
families), "Brand marketing must begin with children. Even if a child does not buy the product
and will not for many years, the marketing must begin in childhood."

3. Buzz or street marketing

Many companies are using "buzz marketing", a new twist on the tried-and-true "word of mouth"
method to target the young consumers. ‘Buzz’ helps a company to successfully connect with the
savvy and elusive teen market by using trendsetters to give their products "cool" status. The idea
is to find the coolest kids in a community and have them use or wear your product in order to
create a buzz around it.

Buzz marketing is particularly well-suited to the Internet, where young "Net promoters"
use newsgroups, chat rooms and blogs to spread the word about music, clothes and other
products among different type of users.

4. Internet

Internet is the most desirable medium for marketers wanting to target children. This is because:

11
[Link]

6|Page
  Internet is a part of youth culture. This generation of young people is growing up with the
Internet as a daily and routine part of their lives.

 Unlike broadcasting media, which have codes regarding advertising to kids, the Internet
is unregulated.

 By creating engaging, interactive environments based on products and brand names,

companies can build brand loyalties from an early age in the minds of the young
consumers.

5. Schools and Marketing

Earlier, schools used to be a place where children were protected from the advertising and
consumer messages that permeated their world. But not anymore. The schools now, for example,
welcome children with a highly commercialized energy drink like Milo or Bournvita. Also when
children go to their classroom they read books that are published by Disney, having the cover
page of Disney characters or books that have commercialized the covers for advertising of
goods.

Other ways in which the marketers are exploiting this medium are:

• Sponsoring educational materials:

For example, HLL has been going to school and talking to girl students on the menstrual cycles
and health care after which they promote their sanitary towels by giving them free samples of the
sanitary towels. They target young girls in the age group of 9 to 11 for this purpose.

• Sponsoring contests and incentive programs:

Many marketers advertise their products by sponsoring sports events or cultural events in
schools. They may also hold competitions like Camel, which has been conducting drawing
competitions in schools for decades thereby advertising their products.

7|Page
 MAJOR PLAYERS IN KID’S PRODUCT MARKETING

KID’S APPAREL:

The kid’s apparel market, which is estimated to be at ` 28,000 crore, makes up nearly 24.5% of
the ` 117,300 crore Indian apparel market. The kid’s apparel market, aimed at kids between 1-14
years of age, has an annual growth of 18%. The kids apparel market is dominated by the
unorganized sector worth 14,000 crore. As compared to the unorganized sector, the organized
segment stands at 11,200 crore (20% of the unorganized segment).12

1. GINI & JONY:

GINI & JONY’s website has different sections of kid’s interest which help G&J in showcasing
the brand in a manner in which kids enjoy plus they are able to market their product silently.
Like in its fun zone it has sections like wallpapers, games, fashion news and tips, birthday
alarms. Through this they develop a liking for the brand and they start associating the brand with
fun.

12
[Link] "Madura Garments’ New Product Mix
and Positioning Strategies: Big Battle for Small Clothes"

8|Page
G&G has 234 outlets all over India in more than 65 cities 13. It has further branched out with 201
large format stores and 500 multi brand stores. It sells in total 7 seven brands out of which 3 are
international brands.14

It promotes its brands through advertisements on Television, giving print ads in newspapers and
forming tie-ups with channels like Cartoon Network, etc.

The name of the store is Gini and Jony Freedom fashions which are a lifestyle store. It offers top
brands under one roof, giving variety, wider price range and more variety to choose from.

Proposition

 Relevance: High fashion

 Empathy: Adult look aspiration
 Originality: New attitude in the category

2. LILLIPUT:

Lilliput Kids wear, established in 2003 with its first outlet in Delhi, is a manufacturer of children
wear. The product range consists of clothing, footwear, innerwear, nightwear, accessories, and
ethnic wear for infants, toddlers, and children up to the age of 12.15

Lilliput is on the forefront of the Indian retail industry and leads the pack in the branded kids
wear segment lucratively, harnessing the "pester power" of kids. Considerable market research
and insight goes into the product launches so as to maintain the USP of a superior price value
equation.

13
[Link]
14
[Link]
15
[Link]

9|Page
Strength Statistics:16
 Exclusive Brand Outlets: over 240
 Shop-in-shops in Multi Brand Outlets: 250
 Distributors: 35
 Cities: 150
 Points of Sale: 1000

To advertise its products on television, Lilliput gives advertisements on channels like Cartoon
Network and has also gone for product placement in movies like Bhootnath, Love Story 2050.

3. CATMOSS:

17
It is one of the fastest growing kids wear brand in India. It caters to 0-14 yrs age and offers
contemporary and ethnic wear collection. In order to retain the status of trend setter, the
company has Design and Development studio, managed by highly qualified team of professional
fashion designers who are backed by research inputs from national and international sources.

It has 157 exclusive stores all over India. It also has Shop-in-shop format with big format retail
outlets like Reliance trends, Spencers, Ritu wears.18

It participates in various trade fairs, organizes fashion show, does promotional campaign with
McDonalds, etc, to increase their visibility and create customer recall.
16
[Link]
17
[Link]/
18
[Link]/

10 | P a g e
TOYS

The Indian toy industry is worth around ` 4,000 crore (`40 billion, USD855.3 million), with `
1,500 crore (` 15 billion, USD320.7 million) derived from the organized sector and ` 2,500 crore
(` 25 billion, USD534.5 million) from the traditional sector.19

The Indian toy industry can be divided into20:

a. Board games
b. Building Blocks
c. Dolls & soft toys
d. Electronic toys

While Funskool leads in board game segment, the players like Mattel and Lego leads in the
building blocks and dolls segment. Mattel with its Barbie rules the premium end of the Dolls
segment. Soft toys are another segment that is growing fast and gaining popularity. Hanung Toys
is a major player in this segment. Funskool has a market share of around 25% in the branded
segment.21

Major Players:

1. Mattel
2. Funskool

19
[Link]
upgrad
20
[Link]
21
[Link]

11 | P a g e
 1. MATTEL

In the past six years, Mattel has produced five movies based on popular fairytales like
Rapunzel and The Prince and The Pauper, with Barbie as the protagonist. These movies are
first premiered on TV channels like Cartoon Network, followed by sales of DVDs and
VCDs.

Once the film gets popular, Mattel introduces accessories. For instance, a Rapunzel Barbie
doll, Ken her companion dressed as the prince and the entire set complete with the tower
would cost `4,999. 22

While Mattel extended its toy brands like Barbie into movies, rival Funskool has been doing
the converse. For instance, Funskool cornered the license to convert existing heroes like
Batman into toys, since 1996. For a first attempt, Batman contributed 5 per cent of
Funskool's Indian sales.

However in 2005, it was a different story. When Cartoon Network premiered the Beyblades
series in India in May 2005, the show where people train Beyblades (tops) to fight against
each other was a hit with children in the age group of five years and above.

Along with the television series, even toy sales boomed. For Funskool, which launched
Beyblades in the price range of `199-299, they accounted for 50 per cent of sales. 23

22
[Link]
23
[Link]

12 | P a g e
 But toy companies still have a long way to go in India. According to industry executives,
barring educational games like Scrabble and toys for infants and pre-schoolers, Indian
parents perceive toys as wasteful expenditure.

In India, toys aren't seen as developmental. So pester power of kids’ works for us and
impulse purchase becomes the most important vehicle for us to grow in this market.

2. FUNSKOOL

Funskool was perfect in creating and marketing new games and toys. The brand is
churning out 70-80 new varieties every year24. Positioned on the platform of safety,
variety and education, the brand already have a huge equity in the Indian market. The
major competitor for Funskool is Mattel. Mattel has its range of Fisher Price brand of
toys taking on the Funskool range. Fisher Price is a premium brand in the market and has
a huge range of toys and from my personal observation has an edge in the shelf space at
shops. Fisher Price also is catching the consumers young by below the line promotions
involving young mothers.

While Mattel is ruling the dolls market, Funskool is competing with Barbie using its
Sandy range of dolls. Funskool have been constantly tracking the trends in the toys
market. The brand has an agreement with Disney to market cartoon based toys. Cartoon
characters became popular with the rising popularity of kids channels. Funskool
effectively captured the trend of Bay blade by launching it at an affordable price. Other
innovations include Playdoh which is non toxic synthetic dough which can be used to
make different shapes and sizes.

24
[Link]

13 | P a g e
FOOD

With rapidly growing middle class population and changing lifestyle, India is blessed with one of
the fastest growing food markets of the world. The Indian fast food market is growing at the rate
of 30-35% per annum. 25

26
The Indian food market is estimated to be around `.9.1 lakh crore (US$ 182 billion), and
accounts for about two thirds of the total Indian retail market. Further, according to consultancy
firm McKinsey & Co, the retail food sector in India is likely to grow from around ` 3.5 lakh
crore in 2008 to ` 7.5 lakh crore by 202527, accounting for a large chunk of the world food
industry, which would grow to US$ 400 billion from US$ 175 billion by 2025. The industry
comprises of: Spice Trading, Food Processing, Snacks and Confectionary, Dairy, Beverages,
Food Chains and Restaurants

 Major Players:
1. Cadbury
2. Britannia
3. McDonalds
4. Coke and Pepsi
5. Nestle

1. CADBURY

A wide variety products are offered by Cadbury which include-

I. Chocolate & Confectionary: Dairy Milk, Fruit & Nut, 5 Star, Break, Perk, Gems,
Éclairs, Nutties, Temptation, Milk Treat.
II. Beverages & Food Drinks: Bourn vita, Drinking chocolate, Cocoa

25
[Link]
26
[Link]/document_categories/downoload_document/12, The food industry and scope for small & medium
enterprises to make an impact
27
[Link]/document_categories/downoload_document/12, The food industry and scope for small & medium
enterprises to make an impact

14 | P a g e
 Positioning strategy of Cadbury:

1) Cadbury Dairy Milk - It is the flagship brand of cadbury. The punch line of the
company for advertising Dairy Milk is, ‘Real taste of Life’, which conveys that it is
meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness
of milk, taste and appetite appeal.

2) 5 Star - Although positioned internationally as an energy bar, 5 star was positioned

on an emotional platform in India during the late 1980s. Symbolizing togetherness, 5
star was originally targeted at teenagers. In June 1994, the company reworked the
strategy for 5 star to make it a source of energy 28. In fact, before the launch of Perk, 5
star’s energy bar positioning made it a snacking chocolate.

3) Éclairs - Competing in the chewable toffees segment, Éclairs was re-launched during
the mid-nineties with a new name, Dairy Milk Éclairs.

4) Gems - Broadcasting Gems, though, didn’t prove to be feasible proposition for

Cadbury, it is still one of the liked products of kids. It is targeted at children under 12
years with ‘Gems Bond’ advertising. Cadbury decided to sell it to teenagers with the
‘Smart Very Smart’ campaign. But now, the company is retargeting children with its
animated commercial. “Gems are the best brand to speak to children. Colorful
chocolate buttons appeal most to children and that is why Cadbury is re-targeting
children.”

5) Bournvita - It positioned as a tasty health drink. While its competitors concentrated

only on health aspect, Bournvita combined the nutritious value with taste.

28
[Link]

15 | P a g e
 2. BRITANNIA

The wide variety of products offered by Britannia are Treat, Cookies, Good day, Bourbon, 50 –
50, Marie Gold, Treat, Milk Bikis, Nutri Choice, Time Pass, Little Hearts, Nice Time, Cakes,
Subh kamnaye.

Britannia has developed its offerings under a single umbrella by positioning and targeting kids
for majority of its products. For example, Treat has a range of tasty delights for all kids with
yummy creamy treasures within the biscuit shells. The kids always relish, unraveling the
irresistibly delicious creams hidden inside the biscuit. Britannia Treat offers a wide variety of
flavors like chocolate, vanilla, strawberry, etc. Fruit Rollz are soft rolls filled with the goodness
of real fruits, and provide a healthy yet scrumptious treat to 'loveable devils' i.e. the kids.

Treat also introduced its naughty and adorable brand mascot FUNTOOSH, whose primary
occupation is mischief! FUNTOOSH is the guy who will pull off any trick to make sure he gets
to eat his Britannia Treat!

Britannia also targets mothers by introducing “Milk Bikis” for those kids who dislike drinking
milk, but love eating biscuits. Milk Bikis is trusted by mothers as a source of energy of milk and
their loyalty to the brand has made it an integral part of their children's nutrition regimen.

Britannia launched Tiger in 1997 in glucose biscuit category. “Tiger is a Glucose biscuit, which
comes with the added goodness of wheat and milk”. It is for modern mothers who play an
enabling role for their children to compete in today's world and thus want the best. Now Tiger
Glucose has been fortified with "Iron Zor" with an attempt to address the Iron Deficiency crisis

16 | P a g e
the children of India face. Over the years, Tiger has become the mass-market face of Britannia
symbolizing fun and energy, in both urban and rural India, and transcending glucose biscuits.

3. MCDONALD’S:

McDonald’s targets kids through its famous character Ronald and also through its Happy
Meal offer where a famous animated toy is given free with the meal. Various promotional
strategies used by McDonalds are:29

 Advertise during children’s TV and cinema

 Sponsor children’s TV
 Link up with popular children’s films (Disney)
 Offer free movie tickets
 Link up with celebrities
 Offer collectable toys with children’s meals
 Run birthday parties
 Include games and offers on websites
29
[Link]/bitstream/2259/323/1/[Link], Marketing to Children –Issues & Remedies

17 | P a g e
 Run email promotions
 Offer fast food as a ‘reward’ to children for achievement in school
 Pay literacy assistants to work with children in schools
 Sponsor sporting and pop music events
 Sponsor children’s football clubs
 Make the food available as widely as possible
 Adapt to local cultures

18 | P a g e
BABY CARE PRODUCTS

India represents high potential and untapped market for baby care products. With growing
awareness, surging income levels, high disposable income, increasing birth rate, increasing
working women population, shifts in consumer behavior and introduction of innovative products,
the country’s nascent baby care market is fast transforming into the world’s fastest growing baby
care market. In addition, vast population base in the age group of 0 – 6 years and parents’
preference to spend more on baby products is further boosting demand for baby care products in
the country.

The total market for baby care products in India was ` 15 billion in 200830. It is expected to
witness a CAGR of 17% and reach ` 28 billion by 201231. Market comprises of four segments-

 Baby Food
 Skin Care
 Toiletries and Diapers
 Hair Care.

30
[Link]
31
[Link]

19 | P a g e
In India, the baby care market is still at nascent stage. The baby care market, which is estimated
at ` 1500 crore (2008) comprises both branded and unbranded segments. The organized segment
in is valued at ` 590 crore and is expected to reach ` 1,092 crore by 201232. The annual growth
rate of the organized segment is only 7%.

Johnson & Johnson dominates the baby-care market in India, with 85% market share 33, followed
by Wipro with a market share of 7%. Other major players are Dabur India, JL Morrison (India),
Godrej and Marico Ltd

The key challenges identified include competition from cheaper substitutes, cultural aspects, and
regulation on infant food promotion. Future trends identified includes introduction of organic
baby food, introduction of premium range of baby care products and expansion of market in rural
areas.

1. JOHNSON & JOHNSON:

The vision of Johnson’s Baby is to partner with every mother around the world to provide her
baby with a happy, healthy start in life.

Johnson’s Baby is the most trusted brand of skin care products for baby’s’ by mothers all over
the world. It owes its strength to the trust of mothers, the long heritage of safe, pure and superior
quality products. Being specially designed for babies, it has earned the trust of professionals who
continue to endorse these products. Johnson’s Baby care products helps in building the special
loving bond between a mother and her baby through the unique set of values that Johnson’s Baby
stands for.

All products are made from mild ingredients, which suit the delicate skin of babies. Most of the
Johnson’s baby products are clinically proven to be mild. The seal of CPM (Clinically Proven
Mildness) on products ensures that the healthcare professionals trust the brand to be safe for
babies.

32
[Link]
33
[Link]

20 | P a g e
The product category of Johnson and Johnson is very wide, ranging from Johnson Baby Power,
Johnson Baby Oil, Johnson Baby Milk Soap, Johnson Body Wash, Johnson Shampoo, Johnson
Baby Milk Lotion, Johnson Baby Nappy Pad, and Johnson Baby Cream.

Promotions by J&J:

With share of 85%, J&J nurtures the brand with careful campaigns 34. The campaigns are touchy
and reinforce the positioning of the brand as a premium baby soap on basis of Mother-child
relationship. The famous campaigns “papa ko kya malum" emphasis the fact that J&J knows that
mothers decide about what is good for the baby. The term "Johnson Baby" is used among the
public to denote chubby looking babies –which is the power of the brand. The campaign "skin
same to same" is an attempt to expand the target market by targeting small kids.

The company also ran campaigns such as “Camp Baby” as a part of its Customer Relationship
Management to connect and interact with the mothers.

34
[Link]

21 | P a g e
 FACTORS AFFECTING KIDS-CONSUMER BEHAVIOUR

1. Psychological Factors

The period from birth to adolescence contains dramatic developments in cognitive functioning
and social maturation. Children develop abilities to go beyond perceptual appearances to think
more abstractly about their environment, acquire information processing skills to more readily
organize and use what they learn about their environment, and develop a deeper understanding of
interpersonal situations, which allows them to see their world through multiple perspectives.

Cognitive Development35

Children’s growing abilities to understand advertising as a persuasive medium distinct from

television programming is dependent on the age of the child. Younger children (preschoolers)
distinguish commercials from programming on the basis of perceptual features (e.g., ads are
shorter) instead of motive and intent (e.g., ads are intended to sell products). By the time children
reach eight years of age (concrete operational stage), they possess quite a bit of knowledge about
advertising’s persuasive intent and bias. Yet, this knowledge is not necessarily accessed and used
in evaluating advertising messages. Information processing views provide a ready explanation
for this finding in terms of children’s abilities at this age to retrieve and use information.
Although 8–11-year olds (cued processors) have a good deal of knowledge about advertising,
their ability to retrieve and use this knowledge is still developing.

Social Development.

As they enter the next phase, the social informational role takes place (ages 6–8). Children
become aware that others may have different opinions or motives, but believe that this is due to
having different information rather than a different perspective on the situation. Thus, children in
this stage do not exhibit the ability to actually think from another person’s perspective. This
35
John, .R. D (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research” , Journal
Of Consumer Research, Vol. 26

22 | P a g e
ability surfaces in the self-reflective role taking stage (ages 8–10) as children not only understand
that others may have different opinions or motives, even if they have the same information, but
can actually consider another person’s viewpoint. However, the ability to simultaneously
consider another person’s viewpoint at the same time as one’s own does not emerge until the
fourth stage of mutual role taking (ages 10–12). This is a most important juncture as much as
social interaction, such as persuasion and negotiation, requires dual consideration of both parties’
perspectives.

Stages of Kids psyche36

Changes occur as children move through three stages of consumer socialization - which have
been named the perceptual stage, the analytical stage, and the reflective stage.

1) Perceptual Stage - The perceptual stage (ages 3–7) is characterized by a general orientation
towards the immediate and readily observable perceptual features of the marketplace. Children’s
consumer knowledge is characterized by perceptual features and distinctions, often based on a
single dimension or attribute, and represented in terms of concrete details from their own
observations. These children exhibit familiarity with concepts in the marketplace, such as brands
or retail stores, but rarely understand them beyond a surface level. Due to constraints in encoding
and organizing information, individual objects or experiences are rarely integrated into more
generalized knowledge structures with multiple dimensions, perspectives, and contingencies

2) Analytical Stage - Enormous changes take place, both cognitively and socially, as children
move into the analytical stage (ages 7–11). This period contains some of the most important
developments in terms of consumer knowledge and skills. The shift from perceptual thought to
more symbolic thought noted by Piaget, along with dramatic increases in information processing
abilities, results in a more sophisticated understanding of the marketplace. The ability to analyze
stimuli on multiple dimensions and the acknowledgment of contingencies brings about vast
changes in children’s consumer decision-making skills and strategies.

36
John, .R. D (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal
Of Consumer Research, Vol. 26

23 | P a g e
3) Reflective Stage - The reflective stage (ages 11–16) is characterized by further development in
several dimensions of cognitive and social development. Knowledge about marketplace concepts
such as branding and pricing becomes even more nuanced and more complex as children develop
more sophisticated information processing and social skills. A heightened awareness of other
people’s perspectives, along with a need to shape their own identity and conform to group
expectations, results in more attention to the social aspects of being a consumer, making choices,
and consuming brands. Consumer decisions are made in a more adaptive manner, depending on
the situation and task. In a similar fashion, attempts to influence parents and friends reflect more
social awareness as adolescents become more strategic, favoring strategies that they think will be
better received than a simple direct approach.

Transaction Knowledge Of Kids

Advertising plays an early role in the consumer socialization of children, but so do other
consumer experiences such as shopping. For most children, their exposure to the marketplace
comes as soon as they can be accommodated as a passenger in a shopping cart at the grocery
store. From this advantage point, infants and toddlers are exposed to a variety of stimuli and
experiences, including aisles of products, shoppers reading labels and making decisions, and the
exchange of money and goods at the checkout counter. These experiences aided by developing
cognitive abilities that allow them to interpret and organize their experiences, result in an
understanding of marketplace transactions. Children learn about the places where transactions
take place (stores), the objects of transactions (products and brands), the procedures for enacting
transactions (shopping scripts), and the value obtained in exchanging money for products
(shopping skills and pricing).

2. Socio-culture factors37

Raised in dual income and single parent households, children are “deeply involved” in family
purchases. Advertisers who target children have three main objectives: to directly seek children

37
Dotson, J.M; Hyatt, M.E. (), “Major influence factors in children’s consumer socialization”, Journal of Consumer Marketing,
Volume 22 · Number 1 · 2005 · 35–42

24 | P a g e
as customers, to work indirectly on parents through children’s “pester power”, and/or to imprint
the younger generation with positive brand associations.

Research suggests that as early as six months of age, babies are forming mental images of
corporate logos and mascots. Wherever children go, from supermarkets to fast-food restaurants
to toy stores to clothing stores, they will find licensed characters they know from their hours of
daily television viewing.

Peer-to-peer marketing, which uses volunteers or “influencers” to push a particular brand, is used
by teen clothing companies, among others, to create artificial communities. The extent to which
a child becomes brand loyal appears to be a function of the interaction of two things: familiarity
and marketing stimuli. Such loyalty results from the day-to-day visibility of the product, which
comes from the observation of parents’ brand usage, exposure to brands in the media, exposure
to other children’s environments, and even in-school exposure to branded products and
sponsorships.

Early research on consumer socialization consistently showed that there are three major
socialization agents that influence children’s consumer behavior. These are parents, peers, and
mass media – primarily television. According to these early studies, parents play the dominant
influence role until the child reaches adolescence, when peers become the favored source of
information. Influence of television is steadier, but less important in this process. Pre-adolescent
children are playing a greater role in decision making and are making more of their own
independent purchases at earlier ages.

This is especially true since children today spend more time in commercial settings than ever,
such as shopping in stores, and are surrounded by commercial messages in a variety of forms.
The increased presence of brand names in our society has led to heightened brand awareness and
preference among children at earlier ages. Not only are children exposed to more commercial
hype in their daily lives, but also they are more likely to be surrounded by irrational sources of
influence at earlier ages. In addition to spending less time with parents and more time with peer
children are increasingly affected by peer pressure regarding popular brands. This is

25 | P a g e
accompanied by celebrity endorsements with their favorite sports, music and entertainment stars
pitching well-known name brand products.

Main influencers on children are:

1) Peer
2) Parents
3) TV
4) Shop
5) Brand

1) Peer- It is primarily a measure of the importance of social interaction, especially with peers,
dealing with marketplace activities. This influence tends to be irrational, value expressive and
normative in nature. This factor taps into the various commercial cues that children are receiving
from their surrounding social environment.

2) TV- The importance of television (TV), measures the degree to which children attend to and
like various aspects of the television experience. It taps into both amount of television viewing
and how much the children are getting out of watching television.

3) Parents- It measures the more rational elements of social influence. It focuses on the role of
parents in the consumer socialization process. It implies a level of control placed on the children
by their parents regarding their marketplace behaviors.

4) Shop- We call it marketplace / shopping because it measures the level of enjoyment and
centrality of the shopping experience in children lives. How much the marketplace factors play a
role in their social lives and measures the degree of shopping-related communication.

5) Brand- It measures the importance of brand names in children’s clothes buying.

26 | P a g e
 3. Role of Media

Media is an important and legitimate means for the marketer to awaken interest in his goods and
services. Children today are exposed to various media like television, print and the internet as
well. When a marketer advertises a product on television, kids do not understand that it is a
selling strategy where the main aim is to sell. Advertisements are made in such a way that they
attract the attention of children immediately.

4. Physical Factors

Parents have become much more considerate about their kid’s health with respect to the usage of
the product. The kids at times are not mature enough to understand the safety aspect of the
product. This is where comes the role of the parents who act as gatekeepers and evaluate the
product attributes and their effects to protect the children.

In case of baby care products, kids are vulnerable to chemicals in baby shampoos, lotions,
powders, ointments, baby wipes and other products. Children’s brains, nervous systems and
other organs are still developing, and so substances that have a small effect on adults can
contribute to developmental problems in children. Baby skin is more permeable than adult skin,
allowing more chemicals to be absorbed. Many personal care products contain “penetration
enhancers” which further increase the absorption of chemicals through the skin. Hence the safety
of the child has become an important aspect.38

Nowadays kids are more tempted towards junk food, carbonated beverages, chocolates etc.
which have an adverse effect on their health. Due to this there have been numerous cases of
obesity which is an important concern to parents. Hence the purchase decision lies with the
parents who act as gatekeepers. The parents evaluate various products on different safety
grounds to bring out best for their children.

38
[Link]

27 | P a g e
 5. Economic Factors

As already mentioned, nowadays parents are spending more to satisfy the needs of their kids.
The main reasons for this are rising disposable incomes, dual income-nuclear families and single
child families39. Moreover parents nowadays are not able to spent time with their children and
thus whenever they get an opportunity they them toys and products in the form of gift to show
their love and concern. Along with the high spending, the parents consider value for money in
terms of Brands, quality and current trends while purchasing various products.

While purchasing of apparels, there are various factors like brands, designs, colors, style, fabric
etc. which the children and their parents consider important. However, it’s the parents who make
the final decision according to their affordability.

In case of toys, a few years ago toys weren't seen as developmental. It was the pester power of
kids that worked and impulse purchase became the most important vehicle for growth in this
market. But now apart from the choice of toys by the kids, the parents are also interested in
buying them toys which can help them in learning and help them develop analytic skills. Thus
the parents are ready to pay a premium for their child’s development.

These five factors together reflect the major socialization agents which are central in the
consumer socialization process that children undergo.

The more spending money available to children, the more susceptible they are to irrational and
market-based factors towards shopping. On the other hand, the less money available, the more
susceptible they are to rational parental influence. This could be due to a greater dependence on
parents to pay for things. It is likely that the amount of spending money available to children is
loosely related to socio-economic status, and children from wealthier households may tend to be
exposed more to recreational shopping and well-known brand names. It makes sense that
children who have more disposable income can afford more things and more expensive brands,
and may therefore spend more time in a commercial environment.

39
[Link]

28 | P a g e
 ADVERSE EFFECTS OF MARKETING TO CHILDREN

Children of the age group 4-12 years do not understand the advertisements. Children watching
athletes in television commercials think that the athletes are paid to be in the advertisements to
promote themselves rather than the products. They believe the kids in advertisements are real
rather than paid actors and they often are confused advertisements with news items. Generally
they did not understand the commercial intent and manipulation behind advertisements.

The various adverse effects of marketing to children are

 Impact of Media: Media exert a significant displacement effect-2 to 3 hours per day
spent watching television or playing video games means less physical activity, reading,
and interaction with friends.

 Violence: Children view an estimated 10 000 acts of violence each year. Most recently,
the National Television Violence Study examined nearly 10,000 hours of television
programming throughout 3 years and found that 61% contains violence, with children's
programming being the most violent. In addition, 26% of violent interactions involved
the use of guns.

 Sex: Each year, teenagers view nearly 15,000 sexual references, innuendoes, and jokes,
of which <170 deal with abstinence, birth control, sexually transmitted diseases, or
pregnancy. The so-called family hour of prime time television (8 to 9 PM) contains more
than 8 sexual incidents per hour. Nearly one-third of family hour shows contain sexual
references, and the incidence of vulgar language is increasing dramatically as well. The
Internet offers unparalleled access to hard-core pornography with just a few keystrokes.

 Alcohol / Drugs: A recent content analysis found that alcohol, tobacco, or illicit drugs
are present in 70% of prime time network dramatic programs, 38 out of 40 top-grossing
movies, and half of all music videos. Several studies document that smoking is making its

29 | P a g e
 unbeatable stand in Hollywood & Bollywood movies. Children & youths view
approximately 20,000 commercials each year, of which nearly 2000 are for beer and
wine. Alcohol and tobacco advertisers are becoming an increasing commercial presence
on the Internet .Data like these are alarming, but are the media actually responsible for
episodes of child aggression, teen homicides, and increased rates of teenage drug use and
sexual activity.

 Obesity: Food Brands are continuously targeting kids to promote their brands and
influencing them to consume junk foods/fast foods and carbonated drinks which are
unhealthy. This has resulted in obesity in children at a very young age. According to the
National Family Health Survey, 20% of the school going children are overweight.40

PROTECTION FOR CHILDREN

Protection of children includes the active role the stakeholders. The stakeholders are parents,
schools, media, government, legislation, Youth and community, Health Professionals and
children. A comprehensive approach is needed that involves voluntary actions on the part of
parents, industry, regulation policies on the part of government and advocacy strategies to bring
a stronger voice and more attention to protect the children.

REMEDIES:

 The marriage of psychology and marketing -To effectively market to children,

advertisers need to know what makes the kids tick. With the help of well-paid researchers
and psychologists, advertisers now have access to in-depth knowledge about children's
developmental, emotional and social needs at different ages. Using research that analyzes
children's behavior, fantasy lives, art work, even their dreams, companies are able to craft
sophisticated marketing strategies to reach young people.

40
[Link]

30 | P a g e
 Role of Schools - School-based media education program in the context of protecting
children and adolescents against crucial public health problems such as early sexual
intercourse, interpersonal violence, and drug involvement can be conducted. Schools can
adopt policies to refuse to accept sponsorships from companies and to disallow food
beverage marketing on campuses. They can mandate and implement adequate physical
education and nutrition education programs.

 Role of Parents- Parents are in a unique position to feel the effects of marketing on their
children. They should partner with researchers to help them determine how children
respond to food and beverage marketing. They should also let their elected
representatives know how marketing impacts their ability to provide a healthy diet for
their families. In addition, parents can be involved both in the day-today monitoring of
what their children purchase and eat, and in preparing healthy meals at home. Parents of
young children have an important role to play in protecting their kids from invasive
marketing, and in educating them about advertising.

 Media Advocacy- Both parents and health professionals need to begin engaging
vigorously in media advocacy –‘The strategic use of mass media for advancing a social
or public policy initiative’.

 Government-Government must ensure the healthy growing environment for the children.
Government should impose several regulations and restrictions on industries, media
owners and advertisers to maintain bare minimum ethical standards.
Policymakers can sponsor legislation that protects vulnerable population from excessive
or unfair advertising and promotions practices.

31 | P a g e
 Legislation: Acts and regulations

The Marketing Practices Act Section 8(1) of the Marketing Practices Act sets out
that-‘Marketing activities directed at children and young people must be framed with
reference to their natural credulity, lack of experience and critical sense, as a result of
which they are readily influenced and easy to impress’.
Section 8(2) sets out that-‘Marketing directed at children and young people must not
directly incite them to violence, use of intoxicants (including alcohol) or other dangerous
or inconsiderate behavior, not make unwarrantable use of violence, fear or superstition in
order to influence them’.

 Audiences and Stakeholders - The main audiences and stakeholders who must be
engaged for programs to be effective in marketing to children reflect the societal sectors
most closely associated with food, marketing, and health:

 The food and beverage industry should take several actions to address its role in
the childhood obesity epidemic. First, food and beverage marketers should take
steps to avoid using promotional tactics that attracts children to unhealthy eating.
The industry should research and adopt a code of ethics for marketing aimed at
vulnerable populations, including children. Restaurants owners and food
purveyors should label the nutritional contents of food and menus. They should
also avoid price and large portion specials that encourage overeating.

 The entertainment industry should alert viewers when paid product placements
appearing in television programs and movies. When unhealthy food products are
placed in programming, television and movies producers should sponsor equal
time for healthy products.

32 | P a g e
 Youth and communities- can monitor marketing and promotions of unhealthy foods and
work with parents, community groups, and elected officials to determine the proper
public response as well as engage in counter-marketing efforts, including protests against
marketing practices contributing to their poor health.

 Health professionals can document and elucidate the consequence of food and beverage
marketing targeting children. They can engage in community education and act as
powerful advocates for community health issues.

33 | P a g e
 ROLE OF MEDIA AND GOVERNING GUIDELINES

Advertising is an important and legitimate means for the seller to awaken interest in his goods
and services. The success of advertising depends on public confidence; hence no practice should
be permitted which tends to impair this confidence. The standards laid down here should be
taken as minimum standards of acceptability which would be liable to be reviewed from time to
time in relation to the prevailing norm of listeners’ susceptibilities.

Legal briefing41

Although advertisements help us to become aware of the products in the market, they also have
their negative effects. Children today are exposed to all types of advertisements in the various
media like television, print and the internet as well. Children in general are more susceptible and
get easily influenced by advertisements.

Children are innocent and not very mature. When a marketer advertises a product on television,
they do not understand that it is a business and their main aim is to sell. They do not understand
that advertisers try to push their products and market in such a way that children want to buy it.
Children take everything at face value and believe without a doubt the messages in the
advertisements.

Advertisements are made in such a way that they attract the attention of children immediately.
Children do not understand it to be a part of marketing strategy. Children are an extremely
vulnerable target audience and get easily carried away.

Legal implications

41
[Link] 3616&volume=11&issue=2&articleid=1865333&show=html,
Advertising to children in India

34 | P a g e
Not only are there advertisements that are targeted at children but a host of them that feature
young children and even babies. A host of laws and Acts like the “Cable TV Networks
(Regulation) Act, 1995” and the “Infant Milk Substitutes, Feeding Bottles and Infant Food Act”
deal with child-related advertising.

In India, even general rules pertaining to advertising are very lax. Also, there are no regulatory
bodies that monitor TV advertisements. Apart from the Ministry of Information and
Broadcasting that decides to intervene when it wants to, there are only voluntary groups like the
“Advertising Agencies Association of India”, and the “Advertising Standards Council of India”,
both of which are business organizations and can only put moral pressure on advertisers and
companies to withdraw objectionable advertisements.

There is an urgent need for voluntary and government pressure groups to seriously take note of
the situation. The government needs to draft and implement laws that do not deal with
advertising in general but are specific and relate to every aspect of advertising, especially those
that target young children and pertain to food.

JUNK FOOD ADVERTISING AND CHILDREN

Research has shown that junk food advertisements influence children greatly leading to an
increased demand for junk food by children. When children watch young adults in good shape
eating junk foods in the advertisements they assume that it is good for their health.
They do not know that junk food is not good for health. They are unaware of the fact that junk
food does not contain nutritional value. They may even think that by eating these junk foods they
might become like the thin and fit models in the advertisements.

Research has shown that children increased their consumption of junk foods after seeing these
advertisements. They are seen to be so influenced by these ads that they almost doubled their
consumption of these unhealthy snacks and foods.

35 | P a g e
In a study, the researchers exposed children to candy commercials. It was seen that those
children who were exposed to the candy commercials were highly influenced. In fact, these
children chose candy over fruits as snacks. They preferred candy rather than a healthy food like
fruits. When the commercials were eliminated and the children watched them less it had a
positive effect. It encouraged them to pick the fruits over the candy.

Recent statistics show that obesity of children under the age of five is increasing at a high rate.
Childhood obesity is on the rise and one of the main reasons for this has been seen as excessive
consumption of fast foods and junk foods. Not surprisingly, it has been seen that childhood
diabetes is also on the rise.

A recent case under the Prevention of Food Adulteration Act

Global consumer goods giant Hindustan Unilever was held guilty by a high-powered body under
the health ministry of making false and misleading claims on its malted beverage “Kissan
Amaze”. The company claims that Amaze provides over 30 percent of key brain nutrients
required by kids daily.

This is the first such case investigated by the committee appointed by Food Safety Authority,
which held that the company violated regulatory laws by making claims detrimental to healthy
food habits of children, and also without scientific evidence.

Under the Prevention of Food Adulteration Act (PFA) operational in states, those found making
misleading claims are liable to six months imprisonment. State governments can take action
against the company, and even ask it to withdraw the product altogether, sources added.

TELEVISION

The Cable Television Networks (Regulation) Act, 1995 provides guidelines for programmes and
advertisements on television. All programmes must adhere to the programmes codes as laid

36 | P a g e
down in Section 6 of The Cable Television Networks (Regulation) Act, 1995 before being
transmitted.

37 | P a g e
The codes of the Cable Act include the following provisions relating to children:

1. Programmes on cable television should not denigrate children.

2. Programmes meant for children should not contain any bad language or explicit scenes of
violence.
3. Programmes for adults should normally be aired after 11 p.m. and before 6 a.m.
4. Programmes unsuitable for children must not be shown at times when the largest numbers of
children are viewing.
5. Unhealthy practices showing children begging or behaving in an undignified or indecent way
are prohibited.

The first offence for contravening the Cable Act is punishable with up to two years
imprisonment or with a fine of up to ` 1,000 (£12) or both. For subsequent offences, the
punishment is prison for up to five years and a fine of up to ` 5,000 (about £60).

BOOKS AND MAGAZINES

Publications that are deemed “harmful” to children in India are regulated by the Young Act.
“Harmful publications” are defined as “books, magazines, pamphlets, leaflets … wherein stories
are told portraying criminal offences, acts of violence or cruelty, incidents of repulsive
or horrible nature, in such a way that the publication as a whole tends to corrupt a child into
whose hands it might fall, whether by inciting or encouraging the child to commit offences or
acts of violence or cruelty or in any other manner.”

The Young Act details penalties for the sale, hire, distribution, public exhibition, circulation,
printing, production or possession of harmful publications. Also advertising for a “harmful
publication” is punishable by up to six months imprisonment, with or without a fine. The court
can also order destruction of the offending publication.

38 | P a g e
THE CODE FOR SELF-REGULATION IN ADVERTISING

It was adopted by the Advertising Standards Council of India under Article 2 (ii) of its Articles
of Association at the first meeting of the Board of Governors held on November 20, 1985. The
Code was amended in February 1995 and more recently in June 1999.

The purpose of the Code is to control the content of advertisements, not to hamper the sale of
products which may be found offensive, for whatever reason, by some people. Provided,
therefore, that advertisements for such products are not themselves offensive, there will normally
be no ground for objection to them in terms of this Code.

Chapter III of the code contains provisions: to safeguard against the indiscriminate use of
Advertising in situations or of the Promotion of Products which are regarded as Hazardous or
Harmful to society or to individuals, particularly minors, to a degree or of a type which is
Unacceptable to Society at Large.

Part 2 of chapter III states Advertisements addressed to minors shall not contain anything,
whether in illustration or otherwise, which might result in their physical, mental or moral harm
or which exploits their vulnerability. For example, Advertisements should not:

1. Encourage minors to enter strange places or to converse with strangers in an effort to collect
coupons, wrappers, labels or the like.
2. Feature dangerous or hazardous acts which are likely to encourage minors to emulate such acts
in a manner which could cause harm or injury;
3. Show minors using or playing with matches or any inflammable or explosive substance; or
playing with or using sharp knives, guns or mechanical or electrical appliances, the careless use
of which could lead to their suffering cuts, burns, shocks or other injury;
4. Feature minors for tobacco or alcohol-based products; and
5. Feature personalities from the field of sports, music and cinema for products which, by law,
either require a health warning in their advertising or cannot be purchased by minors.

39 | P a g e
Though the idea is to self-regulate, once the code comes into play, a brand can be penalized for
breaking the rules. Even the Food Safety and Standards Act of 2006, from which these
guidelines have been derived, prescribes a penalty of up to `10 lakh for misleading food
advertising.

Selling, hiring, distributing, exhibiting or circulating an obscene object to a person under the age
of 20 year is punishable with imprisonment for a term up to three years or fine of up to ` 2,000
(£26) or both. Subsequent offences are punishable with an imprisonment of up to four years and
a fine of up to ` 5,000 (£60).

INTERNET

Regulation on the internet in India is quite strict. The IT Act penalizes publication and
transmission of material which is obscene, lascivious or appeals to prurient interest. The Act can
be invoked for such material on the ground that it has the propensity to corrupt the minds of
children.

FILM

The Board of Film Certification grants appropriate viewing ratings for films. If a film is suitable
for all and subjected to no restrictions it will be given a ‘U’ certificate. A ‘U/A’ certificate is
granted for films where children under 12 must be accompanied by an adult in the cinema. A
film that is not suitable for under-18s is given an ‘A’ certificate. The granting or refusal of films
certificates is published in the Gazette of India. The certification once granted is valid for a
period of 10 years.

CODE FOR COMMERCIAL ADVERTISING OVER ALL INDIA RADIO

The following standards of conduct are laid down in order to develop and promote healthy
advertising practices in All India Radio. Responsibility for the observance of these rules rests
equally upon the Advertiser and the Advertising Agency.

40 | P a g e
Advertising and children

No advertising for a product or service shall be accepted if it suggests in any way that unless the
children themselves buy or encourage other people to buy the products or services, they will be
failing in their duty or lacking in loyalty to any person or organization.

No advertisement shall be accepted which leads children to believe that if they do not own or use
the product advertised they will be inferior in some way to other children or that they are liable
to the condemned or ridiculed for not owning or using it.

Infant milk substitutes

The Indian government is committed to promoting and protecting breastfeeding as a practice.

The Parliament passed the Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation
of Production, Supply and Distribution) Act in 1992. This Act prohibits the promotion of infant
foods, infant milk substitutes and feeding bottles. This is to ensure “that no impression is given
that feeding of these products is equivalent to, or better than, breastfeeding”. Violations of the
Act result in imprisonment for up to three years and/or fine of up to ` 5,000.

Extent to which the guidelines are being addressed

There are laws which deal with child related advertising issues in India, although these are by no
means comprehensive. In practice, television channels often flout even the existing vague laws
with great impunity. Also there is no particular legal framework for sponsorship of children’s
programmes on television, so advertising to children in this way is unregulated. The debate over
advertising junk food to children is also raging in India. However, despite these negatives,
advertising law has come a long way in India and increased awareness of the issues concerning
advertising to children is improving the situation.

41 | P a g e
 CONCLUSION

Kids are emerging as a homogenous consumer cluster of their own with peer group factor and
mass media is having an overwhelming impact on their brand choice, consumption behavior and
consumption patterns. Kids are keen observers, ever experimenting, do not take anything for
granted and want to learn while having fun. There is no stickiness, no brand loyalty, ultimate
materialism and consumerism in sync with the latest trends and fads. Kids are wanton,
inexperienced, naïve and easily gullible, but, a very important set of consumers. Catching them
young for product categories not actually meant for them is an act of irresponsible marketing. In
no case should the children be made a target of reckless consumption and materialism.

42 | P a g e
 REFERENCES

1. Soni, S; Upadhyaya M (2007), “Pester Power Effect of Advertising”, International

Marketing Conference on Marketing & Society, IIMK
2. John, .R. D (1999), “Consumer Socialization of Children: A Retrospective Look at
Twenty-Five Years of Research”, Journal Of Consumer Research, Vol. 26
3. Bhattacharyya, R; Kohli, S (2007), “Target Marketing to Children – The Ethical Aspect”,
International Marketing Conference on Marketing & Society, IIMK
4. Dotson, J.M; Hyatt, M.E. (), “Major influence factors in children’s consumer
socialization”, Journal of Consumer Marketing, Volume 22 · Number 1 · 2005 · 35–42
5. [Link]
6. [Link]
7. [Link]
consumers/articleshow/[Link]
8. [Link]/bitstream/2259/387/1/[Link], Target Marketing to Children – The
Ethical Aspect
9. [Link]
10. [Link] "Madura
Garments’ New Product Mix and Positioning Strategies: Big Battle for Small Clothes"
11. [Link]
12. [Link]
13. [Link]

14. [Link]
indian-toy-manufacturing-need-tech-upgrad
15. [Link]
16. [Link]
17. [Link]

18. [Link]
important-players/

43 | P a g e
19. [Link] The food
industry and scope for small & medium enterprises to make an impact
20. [Link]
21. [Link]/bitstream/2259/323/1/[Link], Marketing to Children –Issues &
Remedies

22. [Link]
23. [Link]
24. [Link]

25. [Link]
26. [Link]
27. [Link]
20-school-kids-are-overweight/
28. [Link]
3616&volume=11&issue=2&articleid=1865333&show=html, Advertising to children in India

44 | P a g e