Parents Perception of Advertisements Targeted towards Children

Abstract

Purpose: The study aims at exploring the perception of parents towards advertisements for products for their children, ranging from fast food and candy to books and toys. In order to understand the parents’ perception, it is important to identify the sources of advertisements and the extent to which children are exposed to these sources. Design: The research to be conducted is descriptive in nature. Primary data which will be collected with the help of survey using a questionnaire. Population include parents and children who are exposed to advertisements aimed at children. The population is distributed across Bangalore and Kerala. Findings: It is evident that parents feel that television have the most impact on their children when it comes to advertisements followed by the internet. Television still seems to be the primary source of advertisements for children. The occupation of the parent also had an influence on what they perceived as the most important source. Among the various product categories, parents feel that fast food, sugary drinks and candy product companies target children and try to market their products to these children the most. When it comes to children, the study shows that there is a significant difference between what kind of advertisements that boys and girls like. Moreover, among the children who get an allowance or pocket money from their parents tend to spend it primarily on either candy or toys and books. Originality: This study explores the perception of parents towards advertisements for products for their children, ranging from fast food and candy to books and toys particularly in Bangalore and Kerala.