Presence of Children in Advertisements and its impact on Consumers’ Purchase Behaviour

Abstract

Advancement of technology has enabled households to access different media of communications like television, radio, newspapers, magazines, billboards and several online media. It is nearly impossible to escape the advertisements being flooded over all these media. Given this backdrop, this study aims to understand the impact of presence of children in advertisements and its impact on consumers’ purchase behaviour through the process of interviewing, transcribing, coding and analysing. It also tries to explore how differently it influences the purchase behaviour of different generations in a family. This study concludes by giving theoretical and managerial implications of the results and future research avenues.