Table of Content

Topic Page no
Abstract 01
Introduction 01
Research Questions

02
Objective of the study

02
Literature Review

02
Hypothesis Development and Theoretical Framework

03
Schematic Diagram

04
Research Methodology 05
Data presentation and Analysis

05-08
Linear Regression Equation

10
Limitations 10
Future Scope of the study

09
References 10
Appendix 11

1
Abstract

The purpose of this research is to find out how the TV ads impact on the purchase decision of
children. We visited different schools inside Dhaka and checked the response rate of parents who
have children who are in primary school levels. This report shows how the television advertising
influences on the children behavior with specific objective of to find out that how influence
(Childrens Preference, Food advertising, Brand Preference and Purchase behavior) by the
commercial Advertising. This report contains the SPSS data and their interpretation regarding
collected data from the respondents.

Introduction

Nowadays advertisement plays a vital part in getting customers to buy services and products.
Every business wants to reach the greatest market share. With the help of ad, every business uses
distinct methods to bring customers for the company so that they can become a market leader.
Customers get curiosity about the products through advertisements. In order to bring youngsters
toward the product, it is essential to allure according to their age, mindset, and the ad should
contain interest for the particular product. When kids see the ad based on their interest, they get
their parents to buy it. So there is really a close connection between ad and purchasing behavior
of children.

I tried to check on the effect of TV ads on kids through my research. For this objective, I
gathered information from parents who have children reading in different schools located in
Dhaka City. A child can enforce his/her parents to buy a product after watching a particular ad. In
this study, I attempted to measure those variables those may have the impact on children, for
example, Free gift items, Music or Jingles of TV ads, Cartoon character, etc. I also try to figure
out how the children influence their parents and urge them to buy a product.

2
Research Question

Our Research Questions were:

i. Is there any relationship between advertisement and buying behavior of children?

ii. How do children affect family purchase?

Objectives of the study

The main objective of this research is to find out both experimentally and theoretically the
relationship between television commercials and its impact on children buying behavior. Our
specific objectives include

1. To find out TV ads impact on child psychology.

2. To study childrens influence on parents while purchasing something.
3. To know how much the children actually convince by TV ads.

Literature Review

Today TV ads have had growing and progressive, apart from their relative; on the cultural point
of view it is considered the one of the most important source of delivering information to the
people to the behavioral audience, especially for the children. The target of the TV ads is to hit
on the children because they have less judgement power and they can be easily influenced.
Though they do not have money to purchase a product as their wish, still they can affect their
parents to buy it for them. All the products which are bought by the children are not useable but
sometime those are purchased regarding their likability. In a study, Startton (1994) said, 24
families and 59 mothers in Britain found the television advertisement only marginal impact on
the childrens purchase behavior.

The greater part of the marketers uses mass media like television for their marketing message
because TV ads are the best viewed and economical media ever discovered. According to
Kavitha (2006), The great power of television over the other medias is that, it is perceived as a
mixture of audio and video features that actually provides products with instant validity and

3
fame. Shah & Dsouza (2008) mentioned that Over a longer period of time, television has
become a permanent plug in all upper and middle class households, and it is not unusual even in
the poor society of urban areas and rural households. Moreover reactions to TV advertisements
seem to be stronger than the print ads. Here, the marketers found it more appropriate to utilize
TV not rather than print media to reach their target customers because of low literacy rate
(Ciochetto, 2004). Television advertisement gives considerable message exerting a far attainment
impact on everyday lives of people (Kotwal et al, 2008).

While we started to work on this topic, we faced a problem that is our targeted children would
not be able to understand our questions. So we had to initially take assistance from their parents
to know about their buying behavior.

There is a visible connection between watching Television and adopting the advertised products.
If children watch more Television, they buy more products. (Bernard L, Lavalle MA, Gray-
Donald K et al, 2005). According to Nielsen Media Research, A child watches television more
than 21 hours in a week. Doston and Hyatt (2005) talked about three factors that have an impact
on a childrens purchase behavior which is Parents, Friends and Media. According to Gunter and
Furnham (1998), Children are also influenced by their classmates and playmates.

Hypothesis Development and Theoretical Framework

Variables (Independent)

Free Gift Items

Parents opinion
Ads Music/Jingles
Cartoon Character

Variable (Dependent)

Childrens buying behavior

4
Schematic Diagram

IV Free Gift
1 Items

IV Parents
Buying DV
2 Opinion
Behavior of

IV Music/Jingles
3

IV Cartoon
4 Character
Figure 1

We made the framework that shows that free gift items, parents opinion, Music/Jingles and
Cartoon Characters have impact on Buying Behavior of Children. Here buying behavior of
children is our dependent variable and free gift items, parents opinion, music/jingles, cartoon
characters are our independent variables.

Our conducted hypotheses are:

H01: There is a correlation between free gift and buying behavior of children.

Ha1: There is no relationship between free gift and buying behavior of children.

H02: There is a relationship between parents opinion and buying behavior of children.

Ha2: There is no relationship between parents opinion and buying behavior of children.

H03: There is a relationship between ads music/jingle and buying behavior of children.

Ha3: There is no relationship between ads music/jingle and buying behavior of children.

H04: There is a relationship between cartoon character and buying behavior of children.

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Ha4: There is no relationship between cartoon character and buying behavior of children.

Methodology

This report has been accomplished by taking data from different relevant sources. A
questionnaire was used to collect data on the impact of television advertisement on children
buying behavior. We visited different primary and kindergarten schools to make sure the survey
is not biased towards any particular social class of the society. The study covered 75 parents of
different areas and kindergarten and primary schools of Dhaka city.

Design

The research is based on primary data. On an average, 5 different types of questions are
developed under each variable. It was personal questionnaire, structured questions and multiple
choices. We used those questionnaires to collect data on impact of TV ads on childrens purchase
behavior. We designed a 5 point Likert Scale questionnaire where the Likert scale are used with
the choice of strongly agree, agree, neutral, disagree and strongly disagree. The data collected
were analyzed through descriptive statistics and correlation and regression, ANOVA.

Data Collection

The research consists on the primary data which is collected from the respondents (parents) from
different areas of Dhaka. It was based on random sampling. One of the major advantages was
that parents gave us that information about their children which would be tough to get if we
chose children as our respondent. Moreover, the research consists of the hypothetic variables
relationship in different question. A total 27 questionnaires were made and the response rate was
100%.

6
Analysis and Interpretation
For this descriptive research we conducted the survey on 75 respondents, and then we put those
vales to run a multiple linear regression of one dependent variable and four independent
variables.

Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.820 .847 27
Table 1

First of all we checked whether our Cronbach's alpha based on standardized items, which is a
measure of internal consistency; that is, how closely related a set of items are as a group. In one
word, how reliable our data is to work. Our score came out to be 0.847 which means that the data
is highly consistent. Then we checked for Adjusted R square. Adjusted R square tells us how
strong the model is. It must be minimum 0.40 or 40%. If less than 40% then the dependent
variable has less power on independent variables; but if it is more than 40% then the model is
strong. In our research, the value of adjusted R square is 0.669 which means 66.9%, and hence
the model is strong.

ANOVAa
Model Sum of Squares df Mean Square F Sig.

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1 Regression 16.152 4 4.038 38.321 .000b
Residual 7.376 70 .105
Total 23.527 74
a. Dependent Variable: BB
b. Predictors: (Constant), CC, FG, PO, MJ

Table 2

After that we had a look at the ANNOVA table for significance level value. If the value of
significance is less than 0.05 or 5% then both models is wrong under 95% significance value. If
the significance level is more than 0.05 then the model is not significant or reliability is weak.
And if the significance value is exactly 0.05 then the model is merely significant, but in our case
the value is 0.000 which is less than 0.05. So we can conclude the model is significant.

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .175 .260 .671 .504
FG .079 .063 .100 1.252 .215
PO -.087 .114 -.060 -.765 .447
MJ 1.059 .138 .856 7.687 .000
CC -.079 .109 -.071 -.726 .470
a. Dependent Variable: BB

Table 3

Then we looked at the standardized coefficients of beta where the constant beta is 0.175
coefficient of free gift is positive 0.1, for parents opinion standardized coefficient is negative
0.06, for music standardized coefficient is positive 0.856 and for cartoon character the
standardized coefficient is negative 0.071.

Correlations
FG PO MJ CC BB

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FG Pearson Correlation 1 .348** .383** -.072 .413**
Sig. (2-tailed) .007 .003 .592 .001
N 58 58 58 58 58
** **
PO Pearson Correlation .348 1 .415 .054 .291*
Sig. (2-tailed) .007 .001 .688 .027
N 58 58 58 58 58
** ** **
MJ Pearson Correlation .383 .415 1 .643 .816**
Sig. (2-tailed) .003 .001 .000 .000
N 58 58 58 58 58
CC Pearson Correlation -.072 .054 .643** 1 .456**
Sig. (2-tailed) .592 .688 .000 .000
N 58 58 58 58 58
** * ** **
BB Pearson Correlation .413 .291 .816 .456 1
Sig. (2-tailed) .001 .027 .000 .000
N 58 58 58 58 58
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 4

To accept or reject the hypotheses we looked at the correlations table significance level and from
there we found that all the null hypotheses are accepted at 95% confidence level; at 99%
confidence level all the null hypotheses are accepted excluding parents opinion.

The significance level for free gift is 0.001 which falls under the acceptance region and we
accept the first null hypothesis for both 95% and 99% confidence level.

The significance level for parents opinion is 0.027 which falls under the acceptance region at
95% confidence level so we accept the second null hypothesis at 95 % confidence level but it
falls in the rejection region at 99% confidence level so we reject the second null hypothesis at
99% confidence level.

The significance level for music is 0.000 which falls under the acceptance region and we accept
the third null hypothesis for both 95% and 99% confidence level.

The significance level for cartoon character is 0.000 which falls under the acceptance region and
we accept the fourth null hypothesis for both 95% and 99% confidence level.

9
Linear Regression Equation

Y = b0 + b1x1 + b2x2 +b3x3 +b4x4

In our case the equation turns out to be

BB = b0 + (b1 * FG) + (b2 * PO) + (b3 * MJ) + (b4 * CC)

Therefore

BB = 0.175 + 0.1FG + (-0.06PO) + 0.856MJ + (-0.071CC)

Limitations
We had not adequate time to complete the research in a professional way. Sample size was not
adequate so the number of respondents do not represent the true population.

Future Scope of Study

By doing further research on this topic, marketers can get a good idea of how to promote a
product to children which mainly targets childrens as their customers. Marketers can aslo get an
idea of what to do and how to do to promote their product to children and their parents.

10
References
Kavitha G. (2006) A Study On The Effectiveness Of The Advertising Techniques Used In The
Personal Care Segment Of Women Consumers, Indian Journal of Marketing, Vol. 36, No. 8, pp.
12-16.

Shah, K. and DSouza, A. (2008), Advertising Promotion, An IMC Perspection New Delhi. Tata
Mc Graw Hill Companies.

Ciochetto, L. (2004), Advertising and Globlisation in India, Massey University, Wellington,

New Zealand.

Kotwal Nidhi, Gupta Neelima and Devi Arjee (2008) Impact of T.V Advertisements on Buying
Pattern of Adolescent Girls, Journal of Social Sciences, Vol. 16, No. 1, pp. 51-55.

Bernard L, Lavallee MA, Gray-Donald K & Deisle H (1995) Overweight in Cree schoolchildren
and adolescents associated with diet, low physical activity, and high television viewing. J Am
Diet Assoc 95, 800802.

Behaviour, Vol. 1 No. 3, pp. 238-45.Oats, C., Blades, M. and Gunter, B. (2002), Children and
T.V. advertisements: when do they understand the persuasive intent, Journal of Consumer.

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