Influence of children on parent's purchase of health beverages
Mehta, Sanjay D.
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The use of television as an advertising medium is fast gaining popularity and acceptance by both the advertise and the viewer. The advent of T.V. and its introduction in India has in a big way opened this segment to advertisers who can now attempt to target relevant products towards children. IT is important therefore to analysis the influence children exercise on the purchase behaviour of parents so as to suggest a proper advertisement strategy.
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