Impact of television advertisements on children with reference to buying habit of chocolate: An empirical study

Advertisement is the predominant Promotional Mix Variable which is being used in every industry to get noticed by their prospective customer, and thereby turning them into life time consumers. These advertisements are also playing their part in shaping the lifestyle of the individuals at large, whether elders, teenagers or children. Especially, these advertisements are influencing the lifestyle of the children in much greater fashion, both in righteous and unrighteous direction. The main objective of this study is to find out, how children are influenced by the television advertisements. The focus of the study is on effect of television advertisements on children with reference to different chocolate brands and their advertisements, to measure the impact of advertisement of chocolate on children, to study the reasons of preference of chocolate. An attempt has been made to know the children's awareness about chocolate brands and preference to buy. On random basis 100 children, in the age group of 5 - 10, and 50 parents are interviewed with the help of interview schedule and data thus collected is presented in the form of pie charts. Interpretations are also derived according to objective of the study.