The Major Factors Influencing Parents Buying Behaviour of Children Products

Abstract

Advertisers spend significant amounts of money developing advertising campaigns that they hope will be favourably received by their target audiences and will increase awareness, reinforce brand and/or company images, and lead to sales. Children influence their parents' buying behaviour and decision making, they represent the future adult consumers. Research has shown that children hold a certain power as consumers, and their influence on family purchases goes beyond the selection of toys and cereals. Parents have shown strong perception that have significant effect due to the impact of media advertisement as a major source inspiration about the children products and brands which may almost valuable source of information to their children that have directly influenced their children decision making. Therefore, this study is an attempt to examine the Advertisement impact on Parents buying behaviour of children products in Coimbatore City.  It becomes important to understand whether the product information, pleasure motives, celebrity impact and likeability have positively influenced the parents to buy products for their children? The objectives are to study the demographic variables of the parent consumers and to analyze the advertisement impact on parents buying behaviour of children products  Primary and Secondary data was used for data collection.  The sampling technique selected for the study is convenience sampling method. The collected data was analyzed with the help of statistical tools such as Simple Percentage Method, Weighted Average, Correlation and Regression Analysis. It is observed that the R-square value shows 49.9% variance in buying behaviour of parents explained by the impact of advertisement on buying behaviour based on Product Information, Likeability, Pleasure Motives, Celebrity Endorsement and Attitude.  Finally, it is concluded that the explanatory variables in the order of highest to the lowest impact of advertisement significantly influenced the parents buying behaviour children products are namely: Attitude, Celebrity Endorsement and Product Information to reject the null hypothesis.  Whereas, the other two variables; Likeability and Pleasure Motives though were found positive have not significantly contributed to influence the parents buying behaviour of children products. It is concluded that though advertisements are amusing and entertaining, some of the parents were not convinced with the information provided or influenced by the celebrity endorsement which can be improved by effective advertisement measures. Celebrities shall choose the advertisement and only give the facts of the product information which may not excite the children to influence their parents to make purchase decisions.