Impact of advertising on children in family purchase decision making

Post 1991 economic reforms in India, marketers started using television media to reach the children through advertising. The growing trend in advertising towards children in India is due to the growth of nuclear family structure, dual income households, parent's guilt due to spending less time with the children, increase in consumer socialization activities, and increase in media consumption. Literature related to children advertising in India is either focused on advertising effects on children or influence of children in family purchase decisions. This book provides information on impact of television advertising on children in family purchase decision making along with other socialization factors. This book explains the important consumer socialization factors among the children, the relationship between the demographic factors and understanding about the advertisements and purchase requests, and identification of children role in different stages of family purchase decision making process through the parent's perceptions. Analysis and findings provides insights for the marketers in designing marketing communications targeted towards the children.

Autorentext

Dr. T. Mallikarjuna Raju is currently working as Associate Professor in School of Management Studies, Joginpally B. R. Engineering College, Hyderabad. He holds Ph.D in Management Subject from Rayalaseema University, Kurnool and MBA (Marketing & Systems) from Sri Krishnadevaraya University, Anantapur.