SYNOPSIS OF FINAL RESEARCH PROJECT ON

Impact of advertisement directed to children on parents buying behavior

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF PGDM FULL TIME PROGRAM (2012-2014)

SUBMITTED TO: PROF. Deepak Sharma

SUBMITTED BY: Name Ajeet Kumar (Roll No.)-1615

DR. GAUR HARI SINGHANIA INSTITUTE OF MANAGEMENT AND RESEARCH KANPUR

INTRODUCTIONThe advertising industry has targeted children as consumers for nearly three decades and the debate surrounding advertising to children has existed for nearly as long. Currently, advertisers promote a variety of products and services specifically to and through children. The most significant objective of the companies is to make profits and to sell their products successfully. Nowadays, there is competition among marketers to grab the consumers attention, especially kids. Firms generally try to increase the demand for goods or services by influencing kids preferences through advertisements. Todays children can recognize hundreds of brand names and logos. Several companies have exclusive deals with leading fast food and soft drink companies to offer their products in a school or college. Amusement parks offer colorful pictures and brochures to school Children in order to attract them to avail special discounts and offers. Kids are greatly Influencing parents to spend on products of their choice. A childs attraction towards television increases with age. While television is a good medium for imparting knowledge and education, it can also be harmful considering the impact it leaves on the minds of children. Various studies have shown that almost 30% of parents buy the toothpaste their kids choose and 45% buy a brand of spread such as butter, jam and health drinks, which their children select.
OBJECTIVE OF THE RESEARCH-

1. To evaluate the impact of advertisement directed to children on parents buying

behavior.

2. To know the attitude of parents towards the advertisements aimed at children. 3. To identify the product category where the kid plays an imp. Role in buying.

PROPOSED RESEARCH METHODOLOGY-

Primary data is collected through questionnaire by the Sample size of 100. Secondary data is collected through secondary data was collected through Internet, journals and business magazines.

To achieve the objectives of the study, the following hypotheses were formulated and tested:1-H01: Advertisement does affect directed to children on parents buying behavior

Ha1: Advertisement does not affect directed to children on parents buying

behavior.

2- H02- Impact of children age group does not affect parents buying behavior.

Ha2- Impact of children age group does affect parents buying behavior.

==============================================================================