A Study on Parents Perception of influence of TV commercials on their children’s purchase behavior with reference to the city of Visakhapatnam

Abstract

In this research paper the authors have studied parent’s perception of influence of TV commercials on their childrens’ purchase behavior. The authors have collected data from various schools like Government school, Private National and Private International schools. A 5 point Likert scale questionnaire was designed. A 2- stage sampling technique method was adopted. In the first stage 3 different categories of schools were selected from the various schools in Visakhapatnam urban area. In the second stage information was gathered from parents of the children studying 3^rd grade to 10^th grade in these 3 categories of schools. Total of 250 questionnaires were circulated, but completely filled questionnaires came to 220 in number. The study was undertaken in the city of Visakhapatnam. A questionnaire was used in order to collect data on the parent’s perception of influence of TV commercials on their childrens’ purchase behavior. Different categories of schools were visited in order to collect the data. This was to give an overall view of children’s perception from different schools rather than a lopsided view of one category of schools. The data collected was analyzed through the use of Anova Tables summated scale and meaningful conclusions were drawn. Through the study and analysis, it was found that parents from various categories of schools like Government, Private National and International schools had different views on their childrens’ perception of influence of TV commercials on purchase behavior. Findings also support review of literature.