Attitude of children towards TV advertisements and its impact on buying behaviour of their parents

Author(s)	Dr. ANOSH PAUL
Country	India
Abstract	Educating the customer is the core concept behind all the advertisements strategy. Advertising Channels include various platforms and one of the important platforms is television. In India children are sometimes the forced power for their parent to make a buying decision. This research paper deals with the attitude of children towards the advertisements on television and the relationship between this attitude the parents’ buying decision for a particular product. Main objective of this research work is to examine the relationship between children’s power to influence their parents and the buying behaviour of parents. Descriptive research design is used for this study with a sample of 100 parents. Chi-Square test and t-test are used to analyze the collected data to test the hypothesis. It is proved that, there is no significant difference between gender and children’s attitudes towards television advertisements and there is significant difference between gender of children and parents’ purchasing decision with respect to product advertisements on TV.
Keywords	Advertisement, buying decision, children’s power
Field	Business Administration
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-24
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.51925
Short DOI	https://doi.org/g9vpjb

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International Journal For Multidisciplinary Research