Impact of Television Advertisements on the Pester Power Purchases Made for the Children in the Family

Periodic Research (P: ISSN No. 2231-0045 RNI No. UPBIL/2012/55438 VOL.-8, ISSUE-1 August-2019 E: ISSN No. 2349-9435)

 Abstract



Vashima Paul 

Department of Family and Community Resource Management, Faculty of Family and Community Sciences, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat,India




Neerja Jaiswal

 Department of Family and Community Resource Management, Faculty of Family and Community Sciences, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat,India 

Children are a particularly rewarding target group for marketing and advertising in view of their greater responsiveness and lack of experience and non critical thought leading to pester power purchases emotionally blackmailing their parents. The telecasted advertisements targeting the children as consumers however influence them to an extent that renders an impact forcing the family in buying the products for them. Keeping this in focus a study was conducted with an objective to determine the impact of television advertisements on children’s pester power purchases made for them in the The major findings of the study highlighted that majority of the respondents scored between 54-80 (the maximum score 108, and minimum being 54). The findings of statistical analysis confirmed that there existed no relationship between the impact of television advertisements and the pester powered purchases made for children in the family. Thus, it can be concluded that the impact of television advertisements on the pester power purchases made for children in the family was low. The low impact of the television advertisements could be reasoned that since most of the mothers were homemakers they kept an eye on the television watching habits of their child and also their awareness regarding the sale gimmicks helped them to avoid the overpowering of the pester power purchases among their children. The findings of the present study have implications for the other mothers to act wisely to avoid the negative consequences of pester power purchases in the family ensuring well being of the children and the family in totality. 

 for full paper please visit below link http://socialresearchfoundation.com/upoadreserchpapers/2/321/191130115908neerja%20jaiswal.pdf

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