Bewertung des Arabian Journal of Business and Management

The Impact of Advertisement on Buying Behavior of the Children

Abstract

Malik Shahzad Shabbir

The purpose of this study is to analyze the effect of media on buying behavior of children in Pakistan. However, comparatively we have analyzed how the parents and peers play their roles in making buying decision of their children. We have used primary data to find out consumer socialization and factors that affect children influencing and final decision making in doing any purchase. Our dependent variable was child buying behavior which is dependent upon media, parents and peers. In primary data we have conducted questionnaire from different schools of top level to low level to get diversified responses. Different variables have shown different results which effect the advertisement, parents and friends who act as socialization agent and evaluation source in making brand perception and final decision in making purchase of food product. We have made bar charts to make the responses from our respondents more explanatory and easy for analysis. To prove our hypothesis, we analysis correlations, frequency tables, cross-tabs and chi-square through SPSS software.