Influence of Advertising on the Behavior of Children

Abstract

This research study is on “THE INFLUENCE OF ADVERTISING ON THE BEHAVIOR YOUNG CHILDREN” for the thesis of MBA. The sample size of this research was 45 with 30 children and 15 sets of parents who had children between the ages of 10-14. Parents and children of the target ages 10-14 were handed out questionnaires whose results were tallied and interpreted through pie charts as well as those questions which had likert scales were interpreted through weighted mean and its ranking scale. After which it has been concluded that indeed children of these ages have young impressionable minds and the bombardment of television adverts has led to some negative influences amongst children such as obesity due to junk food adverts, parent child conflict as well as imitation of their favorite advertisement characters and inclination towards smoking. From the findings of this research parents have been advised to keep a check on their children’s TV viewing habits and advertisers have also been requested to adopt measures to protect the minds of these young consumers from being exploited and legal regulations have been requested to be enforced.