31

REVIEW OF LITERATURE

The studies on diffusion of information pertaining to the market segment of

children with regards to their products or services through of the means advertising in

television have begun in 1970. A few studies on the topic of research, television

advertising and impact on children buying behaviour has begun during 1950s. This, in

fact, is called the period of pre-history pertaining to the studies of research on children

television advertising. Investigative research studies on children’s television

advertising has continued in a very low profile and, today, been found to be a good

academic research on the topic investigation.

LITERATURE SURVEY

The marketers and advertisers have shown keen interest on the market

segment of children’s product and services; conducted surveys on children television

advertising containing trade publications. Involvement of Academicians on the

research studies of children research during the period of 1980 was reduced to the

amount of publication on the products of children.1 A little publication was done to

the children’s television. Investigation had showed that animation which was used to

the adult target audience, now using for the children programming especially in the

commercials for games, toys, candies, cereals, etc.

A study on the content analysis of television advertising of today children has

focused on the change or growth in presentation of advertisements over the period.

The findings concluded in the study were as:

The male voice-over is still predominant in advertising

32

The advertisement which has focused on personal gain to fun and happiness of

children, now focused on children’s product performance.2

In the study conducted on evaluation of research pertaining to children and

advertising by Jeffry Gold Slain in four countries namely Sweden, Belgium,

Netherlands and Britain; found little evidence to supporting the position that the

children are vulnerable to advertising. He opined that the influence of mass media is

more on children than on parents and playmates. The argument is that the commercial

advertisement creates wants in children and bring pester power on their parents for the

products advertisement. In fact, the parents succumb to their children’s demands

assuming to be true despite paucity of support evidence. Jeffry Gold Slain believes

that the influence of children has come by the advertisers from so many directions

which have no critical examination.3

The Task-force of the American Psychological Association had conducted a

study on children and observed that children under the age of 8 years are unable to

comprehend critically the televised advertising messages and are prone to accept the

advertised messages as truthful, accurate and unbiased. This can lead to unhealthy

eating food-habits as evidenced by today’s youth obesity epidemic. The Association

sums up that advertising targeting children under the age of eight is to be restricted.4

When the cable culture was in rise in India, a study on the impact of television

advertising on children in Delhi in 1992 by Namitha Unnikrisnan and Shailaja Bajpai5

has found that:

More than 70 per cent of children in the age group of 8 to 15 years want to

own products advertised on television

33

Children favourite advertisements included airline advertisement Perception of

children about television advertising is one of the most important influencers

in children’s lives and watching television more than ever before.

Advertisement is only likely to increase with time as television services extend

their reach and offer greater viewing option

Advertisement targeted children acts powerfully and promotes consumer

culture and the values associated with it

Advertisement, hence, is an investment for the future and the manufacturers

expect high pay-off many times over

A study was conducted on cartoon network in 2003 which aimed at studying

children and media habits pester power selecting 3218 kids and their mothers. It is

found that a whopping 75 per cent of kids receive pocket money weekly which was

spent on chocolates, soft drinks and chips. Also was found that their pester power

made them by products like cornflakes, biscuits, milk, food and drinks. While

achieving good grades at school remains a top priority for all children, the freedom to

do what they please also ranks higher, so does owning the latest things in the market

and also looking goods.6

On focusing the changing personality of children, Reebok India Limited

shares its views on the present day children and growing consumer consciousness in

them. He paid more and more on kids’ choice and preferences due to nuclear families

being emerging; preferably financially affordable parents and grandparents. He agrees

that promos are more effective when advertising is meant for kids. Further, he recalls

34

the freebies and gift offers; the celebrity endorsement by cricket players acts as an

effective tool of the promotional activities.7

Venugopal, the Managing Director of Parry’s Confectionery Limited co-

shared his views on the novelty seeking young consumer segment. Kids’ attention

span is very short, to hold their attention, television is the best medium in terms of

both reach and excitement value it offers. They do get brand conscious for which

product appeal needs to be attractive.8 While explaining the approach of selling, even

to six-year old children, Siva Mohan Reddy, the managing Director of Nutrient

Confectionary Company identifies the role from low value products to across the

durable product segment like cars and automobile too. Identify father as friend and

significant human being rather than olden day’s authoritative father figure. They are

becoming brand conscious because of television as effective media.9

The marketers have viewed and considered that the children who have than

own purchasing and influencing power are key segment of demography and adult

consumers of the future as well. The children are vocal in expressing about what they

their parents ought to buy as they have more autonomy and decision making power

within the family. Parents are also willing to buy for their kids due to the system of

dual incomes and nuclear family in the society. Making the children to purchase is all

about creating pester power in them as the advertisers know that the advertising in

television is a powerful force. The programme like ‘Child Genius – The Search for

India’s Smartest Kid’ launching on STARWORLD with Britannia, India with cash

prize worth of Rs.5.00 lakh will certainly make involve parents in their children

35

education and other activities through this show; a lot of family viewership can be

enhanced.

The events exhibited in television advertising become so popular and attract

children so immensely. It is often a fact. For instance, Shaktiman comics which is

organized by the Parle as a mega carnival has attracted people from all the levels of

the society. The bouquet of movies, music, fashion and style is very important to

catch elusive target. The products marketing to children is all about the creating pester

power, because advertisers know what a powerful force it can be. The research in the

past backup had a support in influencing children to become the market segment. In

supporting this, Kamalamma in her study made observation that “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 their parents to

buy”10 for them.

In many instances the celebrities in the ads for children products do influence

them. Rasna, the market leader with 93 per cent of soft drinks market brings the heart

throb of Bollywood, Hrithik Roshan as brand ambassador. “Hrithik Roshan is the

perfect fit to Rasna’s philosophy and ideals. He loves kids and is adored by kids and

adults alike. He is the epitome of strong family values and the honest commitment,

similar to the values that Rasna embodies. Together, he and Rasna symbolize true

Indian values and strengths.”11

In advertising, children are more effective means of grabbing the attention of

adults towards the products targeted at them. A few commercials have children

featuring in the products of children. There is Hutch with a little boy and dog giving

36

truth to the old maxim about dogs and children always working in advertising. The

kid market is estimated to be worth Rs. 60000 crore which comprises a variety of

items like apparel and footwear, toys and furniture, media and character

merchandising, chocolates and confectionary, toiletries and personal care, play school

and crèches. The advertisement of most of these products is directed towards children

as is found Seema Joshi in her study that television is the best media for

advertisements.12

The study on the effects of television commercials on children is undertaken

by Shukla and it observed this: “Children as splendid audience watch lots of

advertisements and spend lots of pocket money. They nag their parents to buy good.

A huge percentage of children are influencing their mothers to buy the television

computers, microwaves and even the music systems.”13 “Kids not only show interest

in purchase of fast moving commercial products and electronic gadgets in which they

have an influence but also an overwhelming influence on the purchase of car as well”

is observed by the study on Market Research Agency.14

Venkateshwarlu, Kishore and Ranjanath in their study on Factors Influencing

Consumer Decision-making Process towards Biscuits have carefully and cautiously

examined the behavioral analysis of consumers attitude towards biscuits. Finally, they

concluded with the logical approach as: “The taste, freshness and brand name are the

major factors influencing the decision-making process of buying and it is also so

important to marketer.” 15

The emphasis of marketers is always on the family and not on the individual.

Indians seek, in most of the cases, to live their values through kids. Parents want to

37

give their children the best of knowledge through education and in effect everything,

they could not afford for themselves. Hence, using the kids in television

advertisements is a clever play to tackle the guilt factor.

“Kids bring in warmth and feeling into a brand. They break-down defenses

and let a brand establish the connections with child-consumers. The young adults are

increasingly becoming key influencers across the high value product groups.”16 The

children of Today are driven by the most performances instead of learning as the

parents compare, compete and compel the children.

ROLE OF MARKETER

In the society, the marketers have not spared any attention grabbing activities

in achieving more and more business target in their efforts. In the present days

marketing the products or services, the marketer uses forms such as cartoon

characters, comics, music jingles, wits and funniness, mnemonics [a device that

ensure message of advertisement tie-up in the mind] in promoting the products sales.

In preparing the advertisement copy with message, the marketer provides a place of

pride for the products and services of children. This particularly so for those products

like milk additives, chocolates, confectionaries, ice creams, biscuits, jams, toys,

picnics, and even holidaying including celebrations. He has even featured children in

ads meant for durables like refrigerators, television sets and automobiles including

services like banking.

The families in the society are children-oriented as they assumed and

considered children are future citizens. It is fact and universal too. In view of this, the

perception of families is that the children are ‘pride and joy’ of family in India. The

38

manager of marketing cannot let-out children while preparing message in advertising

copy about the family products - foodstuff, edible oils, soaps, toothpastes and

toothbrushes and other personal care products and accordingly execute his

commercials in an excellence way with good message. At the same time, he should

also take care and cautiousness in presenting the advertisement in a most suited to the

children taste in terms of colourful, smart and elegant humorous with attractiveness

tending to resolve around children for their quick action.

An effective communication message though television advertisement can

only hold up the attention of children. They by very nature are very restless in

schooling, play-spending with their grand, etc. It is understood that children spend a

major portion of their free time in watching television.

The children, according one estimate, in the United States see 40,000

commercial advertisements in a year. When the advertisements appear, the adults,

generally, switch-off television or turn to other programme; but the children do not do

so and actively respond to all the advertisements whether the message about the

products or services is of concerned to them or not. In brief, the children show much

interest on almost all the total advertisements and recall them. The repetition of

television advertisement commercials from the point of adults is monotony and could

create boredom which invariably leaves a long lasting impact on creating a sensor

view as impressionable as possible in the young minds.

The focus of the market managers is to catch up those young including little

children who now can make sufficient differentiation between the commercials and

the programmes, recall a number of advertisements, and even can remember the brand

39

names products. Further, the marketers realize that if they can get teens positively

inclining to the brand and could literally have child-consumers for the company that

the monitors of advertising, media and marketing. The market study shows that by

2030, there would be 800 million teens. Six out of ten children pester, on an average,

of seven-times even after the parents say no to the request; and that 80 per cent of all

brand purchases made by the parents with teens are controlled by them.

The pester power indicates that the kids influence 30 per cent of the fast

moving consumer goods (FMCG) purchase decisions and also pressure the brand

selection for non–kids category like refrigerator, music system, scooter, car, etc. As

little angels, kids provide always better opinion because they know a lot about

consumer product in modern times. Hence, the manager of market does understand

the impact of pester power and accordingly prepare an advertising copy with good

message. The modern day managers of market are devoting ever-increasing attention

on the young and younger-kids, considering them as future potential of consuming

class.

NEED OF PRESENT STUDY

A primary source of information for acquiring or development of knowledge

concerning all the aspects of human life without geographical barrier and the

entertainment for millions of people is television. It is a major powerful media for

diffusion of information with no time barrier both for publicity as well as

advertisement. Appeals or messages which is telecast through television will have

greater impact on people especially on children who are more influential than a parent

or a teacher. Its role in educating as well as engaging children is immense. It creates

40

an understanding and awareness in them on the issues of products and services for

creating ideas and ideals of goodness. It can also build and break the value system

affecting in forming an attitude in the growing children.

In modern day information and technology era, television has become an

essential item of the family in the life of people. The perception of parents was against

their children watching television. Television in the past has now in the present days

changed in favour of watching television. It is all the fact that watching or seeing

television, the children have an entry to the world of knowledge and the governance

of good system of the society. The children can get prepared to face the challenges in

the environment of ever-changing competitive world for winning their bread and

butter. The formation of nuclear families in the society has given a conductive

approach compelling the parents to adapt to the changed life-style.

Of late, the school going kids with purchase power has been found spending

crore of rupees each year. The trend of both father and mother working has given

much freedom to their children with view of satisfying them. The children watch

television, on an average, for more than 3 - 4 hours a day totalling more than fifty-

three days in a year. Watching Television regularly will have its own impact on the

minds of growing children.

With the advanced knowledge, the style of children in modern society is

changing in terms of fashion, dressing, food-habits, entertainment, education, etc.

Thus, the children assume major role in their homes and are becoming more involved

in the process of decision-making of the family activities. To-day’s children,

particularly, are given more meaning and weight in the buying decisions of family

41

because they have better insight and awareness unlike in the yester years. In other

words, they become part of the decision-making unit of family and influence the

decision makers as well.

STATEMENT OF STUDY PROBLEM

The study of consumer behaviour is useful to the marketers, consumers and

students of human behaviour as consumers gain valuable insights in consumption-

related behaviour, marketers benefit by understanding how the consumers take the

consumption decision which aid in formulation and building up of the marketing

strategies and the students learn the inferential logic behind the consumption-related

decisions and motivations propelling consumers in taking decisions. The area of

consumers’ behaviour has travelled from the production-orientation i.e. efficient

economical production to the product-orientation i.e. focus on sales to marketing-

orientation. The marketing-orientation means producing those products which the

consumers need to satisfy their wants with an added value-dimension of social

responsibility.

The marketers used advertisement as tool of their products sales promotion.

For television advertisement, children are very much prone to become the subject

matter inculcating the features being exhibited in message which last longer. Though,

the television advertising for sales promotion directed for children has declined in the

recent past to that of past decades. The issue has, now, been receiving greater

attention. Increasing viewing options of children is the main reason resulting in

growth of cable television and general concerns over the content of children’s

programme. The focus is on the questions such as:

42

What is the effectiveness of advertisement and its impact on the young

children which is now the innovative aspect?

What is the effect of children behaviour on the family?

The logical inferences to these questions certainly would help for making a

policy-frame with suggestions. This would become the basic frame for marketing

policy. Hence, the topic, “Effect and Impact of Television Advertising on Buying

Behaviour of Children” is undertaken for diligent investigation. The study, in the

present context, assumes a special significance in offering a better quality of life

rather than a mere standard of living.

OBJECTIVES OF STUDY

The main motto of the study is enthralling issue on children behaviour who

not only participates but also involves effectively in the process of purchase decision-

making. The specific objectives of the present study are:

1. To diagnose the significance of television media in commercializing child

consumers life

2. To analyze the child consumer behaviour and the influencing factors

3. To examine the impact of child buying behaviour on the family.

4. To study the policy, practice and role of marketers on children’s

products and buying behaviour

5. To offer suggestions for effective marketing of children products

43

METHODOLOGY

The present study is confined to the geographical area of Metropolitan City of

Hyderabad which is called Greater Hyderabad City. The focus of this study is on the

purchase behaviour of children. Hence, they form the main respondents in the

universe of study. These child-respondents are selected from different schools

representing the city of Hyderabad. The children in the city are enrolled in one of the

educational institute or other; though it is assumption but it is reliable. Their age

ranging between six and twelve years is taken covering in the study which is broadly

classified into three categories on the basis of age namely:

Six to eight years of age

Eight to ten years of age

ten to twelve years of age with gender classification

The factors of age and gender have been the constant variables throughout the

present study. On the basis of parents’ education, occupation and social status, the

respondents’ social and economic class is considered in the study.

For establishing the response of child-respondents as reliable and validity, a

cross-section is done with their parents. For this purpose, the researcher has

interviewed the selected 100 parents of the corresponding children. This cross-section

response is used in understanding the impact of children behaviour on the family. To

identify the complete sequence of the process of purchase, the buying behaviour of

children is identified with reference to the market out-lets and also was studied their

behaviour due to the active role of the retail outlets. The opinion of twenty five

different outlets has been studied. In addition to this, the policies and practices of the

44

media views are also covered for assessing the impact on the behaviour of children

pertaining to their products and services. How effective the advertising, both the

producer’s and the marketer’s response is elicited from them.

SAMPLE SELECTION

The present study comprises of three sets of sample units. The sample units

are as:

A sample selection of children of 440 in the age group of six to twelve years

Retail outlets of 20 selected at random

Nine advertisement agencies which made advertisements for children’s

products selected at random

Children Selection: The universe of present study is Greater Hyderabad City which

has very huge population of parents as well as children. A two-stage sampling was

adopted in the study for selecting schools and children in the first stage and second

stage respectively. The entire city has divided into four zones namely North, East,

West and South and from each zone one Government/aided school (category A) and

private school (category B) were selected at random in addition to one School each

from CBSC, ICSE and International (category C).

Thus, four schools from the category A, four schools from category B and

three schools from category C were selected. From each school 40 children; of which

20 boys and 20 girls were selected through convenience sampling method. The

questionnaire was administered to 150 parents at the lunch time of children for

eliciting their response on the subject matter of children behaviour in purchase

decision-making. On eliminating of ‘no answer’ to the questions in questionnaire only

45

108 parents responses remained with the author. This is restricted to 100 for

convenience of presentation and drawing the inferential analysis.

Further, to have clear understanding on now children behaviour, is

influencing, the market outlets and advertising agencies, sample of 10 market outlets

and 5 advertising agencies were also singled-out at random for the purpose of eliciting

their opinion on the practice what they followed with regards to the products of

children. The sample selection, thus, form 440 children (220 boys and 220 girls) from

eleven schools studying first standard to seventh standard, 100 parents, 10 market

outlets and 5 advertising agencies of children products.

TABLE 2.1

SAMPLE SELECTION

Location School No. of No. of Children Total Schools ------------------- Boys Girls ------------------------------------------------------------------------------------------------------- North category A 1 20 20 40 category B 1 20 20 40 East category A 1 20 20 40 category B 1 20 20 40 South category A 1 20 20 40 category B 1 20 20 40 West category A 1 20 20 40 category B 1 20 20 40 CBSC C 1 20 20 40 ICSE C 1 20 20 40 Interna- C 1 20 20 40 tional ----------------------------------------------------------------- Total 11 220 220 440

-----------------------------------------------------------------------------------------------------

Source: Field Survey

46

The age of child passes through some changes due to the dynamic nature of

psychological and physiological features making a highly heterogeneous nature in his

behavioural approach. The present study has covered six to twelve years group of

children as they are clear in their desires and wants and also expression. This age

group of six to twelve years of sample-children is classified into three. The

classification of sample-children is as follows:

6 – 8 years children as Young childhood

8 – 10 years children as Growing childhood

10 – 12 years children as Matured childhood

The sample age group of children selected for the study Universe is classified

into male (boy group) and female (girl group) and is presented in Table 2.2.

Table 2.2

AGE OF SAMPLE CHILDREN

---------------------------------------------------------------------------------- Group Age Male Female Total

----------------------------------------------------------------------------------

I 6 – 8 68 68 136

II 8– 10 80 80 160

III 10-12 72 72 144

-----------------------------------------------------------------------------------

Total 220 220 440

-----------------------------------------------------------------------------------

Source: Field Survey

47

Further selected five advertisement agencies were selected which make

advertisement for products of children to have focal point in the advertisement. 20

retail outlets located nearby the schools from which selected sample-children were

also taken as respondents for solicit right information on the issues under which the

school-children grow up in terms of taking decisions of buying products.

CONCEPTS USED

Certain concepts that were used in the present study are explained in terms of

their operational approach which would aid the readers in understanding the purpose

of study clearly and comprehensively.

Brand Loyalty: The consumer constantly preferring to purchase of a particular brand

product

Centric Products: The products which are entirely decided, bough and consumed by

the children

Channel: Medium through which a message is delivered.

Consumer Behaviour: Buying behaviour of individuals who will use the goods and

services they purchase.

Consumer Behaviour: Individual buying behaviour with regards to goods and

services purchased

Co-shopping: parent taking the child along while shopping. They not only spend

some time together but the child also picks up shopping skills and develops attitudes.

48

Ethics: A moral standard – honesty, integrity, fairness and sensitivity against which

behaviour is judged.

Extended Family: The family includes one or two grand parents or other permanent

live-in member(s).

Family: A unit of all households who live together

Influencer: A Person who affects buying decision by supplying information to guide

evaluation of alternatives is referred to as influencer.

Latchkey Children: Children who are along at home as their parents are working.

They form a target for television advertisement.

Marketer: One who heavily depends on a study of consumer behaviour for achieving

the goal of marketing is called marketer.

Message Copy: The text part of an advertisement containing the product or service

with features, quality, pricing pattern and availability at which place.

Ms. Marketing: marketing to women segment

Nuclear Family: A family comprising a married couple and one or more children.

Pester Power: Children persuade their parents to buy products which they cannot buy

by themselves. It is the nagging power used by the children until the parents yield

to it.

Reference Group: The group whose value structures and standards .influence the

behaviour of a person

49

Response: Individual reaction to a drive or cue

Spouse Domination Recognition: Recognizing as to what products are to be

purchased is based on the husband’s decision and those based on the wife’s

Value: A brand of product which provides satisfaction beyond the cost incurred to

acquire is referred to value. The value of perspective of the modern consumers is

based on wanting every purchase to be a good deal.

DATA SOURCE AND COLLECTION

In the present study used both the primary data and secondary data for

addressing and analyzing the issues pertaining to the marketing and consumer

behaviour. The primary data was collected by using the pre-tested questionnaire and

schedule administered to the child-respondents and the parents (father or mother)

respectively. The respondents of sample market outlets, advertising agencies and

marketers were also administered the pre-tested questionnaire.

The questionnaire contained the projected and direct queries. The quantitative,

qualitative and direct queries are interpreted as per the set characteristics in the

concepts. The discussion on the focus-groups also was used in the concept of

interpretation. In addition, the secondary data was compiled from sources of

publications, websites, advertising agencies, company catalogues and brochures, and

Journals for the purpose of strengthening the inferential statistical analysis. The

recorded observation of the personal interview of individuals as well as groups is

tabulated for interpretation of data.

50

STATISTICAL ANALYSIS

In the present study, the collected and compiled data were organized and

presented in the form of tables. The simple statistical techniques like average,

percentage, for inferring the logical conclusions were studied. The visual presentation

was also used in support of better pictorial representation of the analysis.

LIMITATIONS OF STUDY

This study mainly depends upon the primary data collected from children.

Though the author has used the questionnaire framing questions to the child-

respondents in clear and simple form in order to get correct as well as reliable

information; but its reliability and validity very much depends upon the children’s

recapitulating memory while responding to the questionnaire. Further, the study was

confined to the buying decision reposed of children with regard to advertising

message being telecasted through television media limiting to the six to twelve years

age group of children. Again, the study was confined to metropolitan city of Grater

Hyderabad alone. However, proper care and caution were taken in enriching

children’s information by joining them with supplementary for clarity whenever the

situation aroused.

CHAPTER PLAN

The report of present treatise is divided into six chapters. Each chapter results

have complemented in finding solution to the investigable issue. The present study is

structured with the chapters as:

51

Chapter I: An overview of present study and understating the meaning of consumer

behaviour is presented in the first chapter. Further, it also covers the significance of

child-consumers in the marketing pattern. The determinants of children buying

behaviour is examined in the second chapter.

Chapter II: Review of literature, need for the study, statement of problem and the

methodological issues including contribution of the study is found in this chapter.

Chapter III: This chapter is focused on advertisement media – television and its

features supporting with message to consumers particularly child-consumers and

bringing pester power of children into light with selected advertisement messages.

Chapter IV: The determining factors influencing the child-consumers for taking

decision of buying products or influencing the parents to buy their need products.

Also the impact of children buying behaviour on the families is diagnosed in this

chapter.

Chapter V: This chapter identifies the importance of marketing agencies and their

practices to children products is highlighted in the fifth chapter. Appraisal with regard

to products of children with identifying strategies, the marketer follows in addressing

the products to children segment. Attempt is also made to understand the promotional

strategy offered by the advertisement agencies to their clients in the present

competitive marketing environment.

Chapter VI: An effort is made to provide the summary of conclusions on the logical

conclusions drawn in the previous chapters. Based on the logical conclusions, the

52

author has made suggestions for building up a policy frame in order to develop a

strong consumer society in future.

CONTRIBUTION

The main focus of the present study is on television appeals affecting children

behaviour in the process of family purchase decision-making based on the collected

data with the pre-designed questionnaire. In the context of children becoming

gatekeepers through advertising information, the new products or services would gain

entry into the family. The drawn logical conclusions and suggestions thereon would

become worth in the policy frame prescription. Further, television advertisement and

children behaviour would add literature to the subject on the buying behaviour of

children.

REFERENCES

1. George E. Belch and Michael A, Belch, Advertising and Promotion – An

Integrated Marketing Communication Perspective, (6th edition) New Delhi;

Tata McGraw Hill Book Company, 2003, p.124

2. McNeal James, “Kids as Customers,” A Handbook of Marketing to Children,

New York: Lexington Books, 1992, pp.85-88

3. Content Analysis of Children’s Television Advertising Today, Eliana

University of Texas at Austin 12. Jeffry Gold Slein, Advertisement and

Children Behaviour, University of Utrecht, 1986, pp.88-90

4. The American Psychological Association Task-force, Television Advertising

Leads Unhealthy Habits in Children, Santa Barbara; University of California,

1999, pp.145-146

53

5. Namitha Unnikrisnan and Shailaja Bajpai, Impact of Advertising on Children,

New Delhi; Sage Publications of India Private Limited, 1992, pp.56-57

6. Indian Television.com, Advertising and Marketing watch, February 23, 2003.

7. Subinder Singh “Kids Encyclopedia,” Sales and Marketing, Reebok India

Limited, 2002, p.67

8. Interview with Venugopal N.C., Managing director Parry Confectionary

Limited.

9. Interview with Siva Mohan Reddy, Managing Director, Nutrient

Confectionary Company.

10. Kamalamma, T.N., Effect and Impact of TV Advertisement and the Buying

Behaviour of Children, Dharwad: Karnataka University, 2005, p.36.

11. Quoted in, Kamalamma T.N., Ibid, p.39.

12. Seema Joshi, “Role of Children in Purchase Decision”, Indian Journal of

Marketing, Vol. 44, No. 5, 2009, p.65

13. Shukla, A.V., “Effects of TV Commercials on Children”, Indian Journal of

Marketing, Vol. 45, No. 8, 2010, p.145

14. Venkateswarlu, H., Kishsore Kumar, M., and Rajanath, K., “Factors

Influencing Consumer Behaviour Decision-making process Towards Biscuits:

A Behavioral Analysis”, Indian Journal of Marketing, July- August, 1087,

pp.25-28

15. Syncopate, “Study of Indian Kids Carried out by Cartoon Network”, STOI,

January 3, 2002.

16. O & M Study. Inside Kid’s Insights’ Discovering Brand Planning and

Consumer Insights Division, 2008, p.82.