Children’s Attitude Towards Television Advertisements and Their Confront and Prospects on Family Purchase Behaviour

Abstract

Changing the business environment in the Indian context, children have become a very important consumer group that influences challenges and opportunities for family purchases of various products in many ways. Marketers pay this group, especially by recognizing them as a main market, an influential market, and a future market. Due to the dramatic changes taking place in society in terms of technology, information processing, and the changing media environment, children, especially 8-14-year-olds, are growing much faster. The increase in the double income of parents, the increase in the number of working women, the reduction in the size of the family, the increase in the number of televisions in the household, in particular children's bedrooms, commercial pressure increased the arrival of new products on the market. Due to the presence of huge media environment, children can experience consumption and shopping at a much faster rate than ever. Changing business environment in the Indian context marketing targets children, including infants, often based on a highly sophisticated and manipulative psychology that is primarily focused on television commercials. The central role of television in children's lives is indicated by the fact that 9 out of 10 children watch it almost every day. Now, the socializing agent has drawn more attention than the mass media, especially television, in the literature on consumer behaviour. In this changing business era, many television commercials are creations of bright minds that try to persuade people to buy. These commercials affect the minds of children because of the beautiful audio and visual effects. Advertising influences children's purchasing demands and family dynamics. Earlier literature indicated that television commercials affected children's attempts to influence parents' purchases, calling the advertisement "an unhealthy persuasive vehicle." This study is an attempt to investigate changing business environment in the Indian context for the purchase of children affected by television commercials. The main objective of the study is to assess the attitude of children towards television advertisements by taking a sample of rural and urban children, to measure the capacity of television advertisements to influence the purchases of families in this regard, which concerns the different categories of products and analyze the parents' perception of the influence of television advertisements on their children. The result indicated that the children in both homes have a generally positive attitude towards television commercials viewing them as an important source of product information and enjoyment, although they do view TV advertising as manipulative to some extent.