Dr. Manisha Pandey Ms. Anshita Rathore


Abstract:- The study will be focused to understand the effect of advertisements on children with special reference to confectionery products. This report tries to answer some of the question regarding customer preference in Indore for confectionery products. This report will help knowing what effect made by advertisements on a customer mind so that he will purchase a particular product. Thus, by measuring the willingness of existing users of these services to recommend it to other will help the companies to chalk out the entire customer buying behaviour. The study will also provide knowledge to customer regarding the function of branding in the market that gives crystal clear approach to customer for purchasing a particular brand. Various medium was available as a marketing tool like television, online advertisement, through radio, newspapers, magazines etc. The research or study will help to understand how children are influenced by the advertisements of confectionery products.

Full Text:



Adler, R. P, Lesser, G. S, Merngff, L, Robertson, T, Rossiter, J, & Ward, S. (1997) ‘Research on the effects of television advertising to children. A review of the literature and recommendation for future research’, US Government Printing office, Washington. DC.

Ahuja et al. (2013) J.K. Ahuja, R. Thomas, Consumer sales data provide a useful tool for managing databases monitoring the U.S. food supply

Barcus, F.E., E. Palmer & A Dorr. (2004) ‘The Nature of Television Advertising To Children., Children and faces of television’, New York Academic Press. (273-285)

Bartsch, K., & London K (2000) ‘Children use of mental state information in selecting persuasive arguments, Development of Psychology, 35, pp. 352-365.

Borzekowski, D. L. G., & Robinson T. N. (2001) ‘Pitching to preschoolers: The impact of television food commercial on sample of Head Start Children’, Journal of the American Dietic Association, 101, pp. 42-46.

Brown J. A. (2004), Television “critical viewing skills” education: Major media literacy projects in the United States and selected countries. Hillsdale, NJ: Erlbaum.

Buijzen and Valkenburg.s (2003), The impact of television advertising on children’s Christmas wishes. Journal of Broadcasting & Electronic Media, 44, 456-470.

Caron, A. & Ward S. (1975). Gift decisions by kids and parents, Journal of Advertising, 15(4), 12-20.

Caruana, A. and Vassallo, R. (2003). Children's perception of their influence over purchases: the role of parental communication patterns. Journal of Consumer Marketing, 20(1), 55-66.

De Bens, Els & Vandenbruaene, Peter (1992): TV Advertising and Children. Part IV, Effects of TV advertising on children. Centre for media, opinion, and advertising research, Universiteit Gent

McNeal, J. (1992). Kids as customers: A handbook of marketing to children. New York, NY: Lexington Books.

Resnik, Stern and Alberty, 1979), Children’s television advertising and brand choice: A laboratory experiment. Journal of Advertising, 6, 11-17.

Robertson. T & Rossiter, J. (1979). ‘Children Responsiveness to commercials’, Journal of Consumer Research, 8, pp. 144-153.

Strasburger VC.(2001), Children and TV advertising: nowhere to run, nowhere to hide. J Dev Behav Pediatr. 22:185–187.

Strasburger (2002). Strasburger VC, Donnerstein E. Children, adolescents, and the media: issues and solutions. Pediatrics. 103:129–139.

Ward, S., Wackman, D., & Wartella, E. (1977). How children learn to buy: The development of consumer information processing skills. Beverly Hills, CA: Sage Publications.

Zuckerman, P. Ziegler, M, & Stevenson. H. (1978). ‘Children viewing of television and recognition memory of commercials. Child development’, 49, pp.96-104.


  • There are currently no refbacks.

Copyright (c) 2020 Dr. Manisha Pandey Ms. Anshita Rathore