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• 2. SAAB MARFIN MBAScope:The research will be done at Ahmedabad city only.Sampling Plan:-Target Population : - Target population for this research would be children with age of 8-15 and their parents.Sample Unit : - Sample unit for this research would be children with age of 8-15 and their parents of a selected area.Sampling Technique : - Stratified Random SamplingSample Size : - 300 (150 children and 150 parents)Sampling Methods:There are mainly two of sampling methods which are being used by the marketers: 1. Probability Sampling (Random Sampling) 2. Non – probability SamplingProbability sampling is a method for drawing a sample from a population such thatall possible samples have a known and specified probability of being drawn. Non probability sampling is a sampling procedure in which the selection ofpopulation elements is based in part on the judgment of the researcher or fieldinterviewer. The sampling method for this report would be probability sampling becausehere each sample has equal chance of being selected and again it would bestratified random samplingData Collection Method:‘ Effect of Advertisements on Children with special reference to confectionary products’ 2
• 3. SAAB MARFIN MBAThere are mainly two types of data collection methods which are as follows: Primary DataPrimary Data is the one that is being collected by the researcher itself and is beingcollected for the first time. Researcher has collected this data with a specificpurpose of studying the problem.Primary Data in the research process would be collected by filling up questionnairesfrom children and their parents. Secondary DataSecondary Data is the data that already exists and in ready to use format andgathered by somebody else. This data can be in the form of articles in magazines,journals, government reports or any other historical data. It might even be thedifferent articles in newspaper and on the internet blogs. Secondary Data that would be used by researcher in the research process assupportive documents are from the various newspaper articles, magazines relatedto specific industry, books in the specific field of advertising and various differentinternet sites.Instrument:-The instrument selected for the primary data is structured questionnaire.Tentative plan:-The tentative plan for this research would be as following. Research methodology Advertising Industry Indian Advertising Industry Children and Advertising Rules and Regulations of Advertising to Children Analysis of Primary Data‘ Effect of Advertisements on Children with special reference to confectionary products’ 3
• 4. SAAB MARFIN MBA Testing of Hypothesis Key Findings Suggestions Conclusion Bibliography AnnexureExpected contribution of the studyThe research or study will help to understand how children are influenced by theadvertisements of confectionary products.BeneficiariesBeneficiaries of this research would be researchers, students & the company withconfectionary products.LimitationsThe major barriers in conducting the survey are: 1. Time Limitation 2. Financial Limitations 3. Geographical Limitations1. Time Limitations For a researcher time has always worked as a barrier to his/her researchprocess. As we are conducting the survey in the different schools of Ahmedabadcity and observing the students aging between 8 years to 15 years, time has alwaysworked as a limitation to the research process2. Financial Limitations‘ Effect of Advertisements on Children with special reference to confectionary products’ 4
• 5. SAAB MARFIN MBAAnother major limitation for this study is financial limitation. Finance is the majorlimitation for any study. Again for this study finance does matter to the researcherto some extent.3. Geographic LimitationsAs we all know that Ahmedabad is becoming a mega city. It covers big number ofpeople living in the area. There are thousands of primary schools where thestudents are studying. Also the weather of Ahmadabad city is very hot and hence itis impractical to work for more than 3 to 4 hours a day in field. (Because childrencan be interviewed either at the school opening time or the recess time or theschool closing time only). ADVERTISING INDUSTRY‘ Effect of Advertisements on Children with special reference to confectionary products’ 5
• 12. SAAB MARFIN MBA Women in many cultures make the majority of consumption decisions; hencethey are important target of these advertisers. So the advertisers find it easier tosell the product by using the same gender. But most of these ads hardly needwomen as models. For example, there is no need to ask females to do an ad for amen’s shaving cream. The list is uncountable. Most of the companies want toattract the consumers by using the physical look of the models. They have createda world of fantasy. And we are drawn towards that world without realizing muchabout the realities of life. We try to imitate whatever is shown on the Television.The media must play the role of a watchdog in such a situation.‘ Effect of Advertisements on Children with special reference to confectionary products’ 12
• 20. SAAB MARFIN MBA Internet Users in India: Year Users Usage Source 1998 14,00,000 ITU 1999 28,00,000 ITU 2000 55,00,000 ITU 2001 70,00,000 ITU 2002 1,65,00,000 ITU 2003 2,25,00,000 ITU 2004 3,92,00,000 C.I.Almanac 2005 5,06,00,000 C.I.Almanac 2006 4,00,00,000 IAMAI 2007 4,20,00,000 Internet world star‘ Effect of Advertisements on Children with special reference to confectionary products’ 20
• 24. SAAB MARFIN MBA 2.6 The Role of Advertising:Advertising is the means by which goods or services are promoted to the public.The advertiser’s goal is to increase sales of these goods or services by drawingpeople’s attention to them and showing them in a favorable light. The mission ofadvertiser is to reach prospective customers and influence their awareness,attitudes and buying behavior. They spend a lot of money to keep individuals(markets) interested in their products. To succeed, they need to understand whatmakes potential customers behave the way they do.For advertising to exist, a number of factors have to be in place The goods and services to be advertised‘ Effect of Advertisements on Children with special reference to confectionary products’ 24
• 29. SAAB MARFIN MBAsince then been focusing on innovative projects on site placements on varioussearch engines. Wisdek is the pioneer in an erstwhile non-existent businessinterest.‘ Effect of Advertisements on Children with special reference to confectionary products’ 29
• 30. SAAB MARFIN MBA INDIAN ADVERTISING INDUSTRY‘ Effect of Advertisements on Children with special reference to confectionary products’ 30
• 33. SAAB MARFIN MBA - Increase in consumer riches. Rapid economic growth of the country on the back of economic liberalizationand deregulation. Indian advertising industry is fast catching up with their westerncounterparts. The change has been a slow and steady one, but if you look at theadvertisements on Indian television nowadays, you’ll be vastly surprised. There were times, when it was believed that sex sells anything andeverything. Then came the era of glamour and celebrities. Film stars and cricketerswere roped it to sell soft-drinks to massage oils. Ads were made for cycles andpens. The list is endless. Now, the times have changed. Humor, industry expertssay, sells the best. People remember jokes, the humor involved, and it becomeseasier to make an impact on the customer. The Indian consumer no longer fallsinto an uneducated, easy to please.‘ Effect of Advertisements on Children with special reference to confectionary products’ 33
• 34. SAAB MARFIN MBA 3.2 Top ten Advertising Agencies of India Ogilvy and Mather Limited:- Headed by Mr. Piyush Pandey:The most local of the internationals, The most international of the locals are wordswritten to describe the identity of Ogilvy. Basically, what this means is that theadvertising agency follows the local market, understands the customers needs andthen networks worldwide with MNC and other relevant clients. In all its years of business, Ogilvy has struggled to build brands and has provedits ability to build brands. The agency does its best to enhance the customer-brandrelation. For this, it undergoes the process of scrutiny of the tools and techniqueswhich work well to build a long and lasting association with a brand. Mudra communications Pvt. Ltd:- Head: Mr. Madhukar Kamath:The agency practises the art of communication in order to express ideas that canshape the brands. As the name suggests, the agency is influenced by the artistictraditions of Indian dance, drama and painting. These, in turn, inculcate feelings,ideas, thoughts and emotions for the success of a brand. Mudra peeps into thelocal consumer markets, channels and media, and has its own identity incommunication of brands. It looks for the entrepreneurial zeal which causescontinuous and speedy growth for each brand. The advertising agency always‘ Effect of Advertisements on Children with special reference to confectionary products’ 34
• 37. SAAB MARFIN MBAendless efforts in building up a brand. It believes that the brands can become andremain leaders by building better ideas. Its no wonder that the founder of theadvertising agency, Leo Burnett, regards the pencil as a metaphor for the kind ofideas he was coming up with for his clients. Grey worldwide (India) Pvt Ltd:- Mr. Nirvik Singh (President south east Asia & chairman South Asia, Grey Global):The agency handles above the line advertising for the Grey group. It has launchedDominos in India. It has had Ambuja cement, Thums Up, Arrow, Lee and manymore brands in its portfolio. The mission of the agency is to remain the largestglobal integrated agency to leading brand ideas. The list of the top ten advertising agencies is not always stable and remainsinterchanging. The additions and deletion of a few of them formulates the list. Buteach of them are making their way to becoming the best, and their efforts aremaking are each making a mark in the Indian advertising scenario.‘ Effect of Advertisements on Children with special reference to confectionary products’ 37
• 38. SAAB MARFIN MBA CHILDREN & ADVERTISING‘ Effect of Advertisements on Children with special reference to confectionary products’ 38
• 42. SAAB MARFIN MBA 4.3 Media LiteracyMedia literacy is a relatively new discipline, aimed at teaching individuals andchildren in particular to understand and use the media to their advantage. Medialiteracy is increasingly recognized by governments and international organizationssuch as the European Union and the World Health Organisation as a key tool to helpchildren understand and deal with today’s complex media environment. Media Smart is an established media literacy education programme focusedon advertising. Launched in November 2002, Media Smart is a non-profit medialiteracy programme for school children aged 6 to 11 years old. Media Smartdevelops and provides, free of charge and on request, educational materials toprimary schools that teach children to think critically about advertising in thecontext of their daily lives. Media Smart materials use real examples of advertisingto teach core media literacy skills. Media Smart is funded by the advertisingbusiness in the UK and is supported by the UK government and EU institutions.Since 2002, Media smart has been launched in Belgium, Germany, the Netherlands,Finland, Sweden, Portugal and Hungary.‘ Effect of Advertisements on Children with special reference to confectionary products’ 42
• 49. SAAB MARFIN MBAthe family purchase decisions. Not only do children have their “own money” tospend on a variety of products and services of their choice, they also haveextensive influence on how their parents buy products and services (Wimalasiri,2004). If children saw something new in a television advertisement or in a magazinethat they liked they were likely to buy it. This is in line with Buijzen andValkenburg.s (2003) findings that advertising is positively and directly related tochildren’s purchase requests. McGee in Beder (1998, pg 100) says “children underaged 12 spend more than \$11 billion of their own money and influence familyspending decisions worth another \$165 billion on food, household items likefurniture, electrical appliances and computers, vacations, the family car and otherspending”. For example, one study estimated that children influenced \$9 billionworth of car sales in 1994. One car dealer explains: "Sometimes, the child literallyis our customer. I have watched the child pick out the car."(Stanley in Beder, 1998,pg 102) Advertising offers consumer ideas and information, which we process andevaluate in order to make rational choices. Brown (2004) defends advertising tochildren on just such cognitive grounds: “Children are young consumers, interestedin making choices and needing information about them”.‘ Effect of Advertisements on Children with special reference to confectionary products’ 49
• 50. SAAB MARFIN MBA 4.5 TV Advertising & Children in India More than half of television viewers in India today are children of below 15years. And yet there is hardly any sensitivity about the relevance and impact ofwhat is dished out by various television channels. All of them are operating in acompetitive mode for one upmanship in the race for viewership. In this orderchannels are concerned more about “what interests or attracts” rather than what is“in the interest” of children. Neither the Government nor the parents or theteachers seems to be concerned about this situation. For, the generation next andthe civil society of the country is shaped and molded by what they are exposed totoday on the “idiot-box” day in and day out. Research studies over the year’s world over; have brought out various typesof negative impact of intense viewing of television by children. The direct influenceof TV viewing on the extent of violence and deviant behavior pattern of childrenhas been reiterated – even in India. In fact, there are a couple of confessions by‘ Effect of Advertisements on Children with special reference to confectionary products’ 50
• 52. SAAB MARFIN MBAMost of these are beamed into the country as if no one in the country, theGovernment the least, is concerned about such a trend. What is not taken note isthat:(a) Most of these children’s channels and programmes are of foreign origin orremake of them and are reruns over the years,(b) They do not have anything to do with enrichment or supplementary scope forschool education or imparting moral standards (there are of course some goodpre-school programmes);(c) Some of these foreign channels are now entering their second phase in thecountry taking to marketing of toys and tools for children promoted in these serials. And, worse, as a result of all this, there has been a decline recently in theextent of locally originated programmes for children even in Indian channels. Tocomplicate the matter further these foreign programmes for children are now beingdubbed into Indian languages. There are international lobbies operating aggressively to thrust uponanimation serials for children on countries like India. That is how today cartoonshave become synonymous for Children’s TV. Most of these serials are producedafter so much research. But not for ensuring educational or general knowledgeaspects but for capturing and retaining eyeballs of children again and again and tosee their serials have certain “dope-effect” on children. This recent launch of DTH services in a competitive mode brings out theurgency for Government take a view of this proliferation of uninhibited foreign farefor children and doing something about it so that television is also used with moreconcern and for positive ends. The least the Government should do is to prescribe that every channel beingdown linked must have certain percent of locally produced and originatingprogrammes for children. In fact, in the case of children channels, this percentageof locally originated programmes has to be higher. Canada and European Union‘ Effect of Advertisements on Children with special reference to confectionary products’ 52
• 53. SAAB MARFIN MBAcountries have one or other provisions in this regard. If France has prescribed 30percent of contents of channels should be locally originated, India should go for ahigher percentage, not less. India has a rich tradition of enriching children with folk tales and grandmatales and imparting values and imparting discipline and moral values in anentertaining format. When some of us advocated and argued a couple of decadesago for expansion of TV network in the country and for going for color television,one hope was that children’s fare will get some priority and all that treasure ofIndia gets a chance to figure. But what is happening now is contrary. Theexceptions are only a few. For, there is a decline in the extent of children’sparticipation even in national channels. The best specific examples of course areMalguidi Days, Panchatantra, Tenaliraman and the like. Realizing these strengthsof Indian tradition, some foreign producers are scouting in India to capture talentfor television, particularly in animation format. But what about our own initiatives? We do not seem to learn from our experiences. All India Radio in the earlieryears has set good examples for children’s programmes, which were enriching aswell as entertaining and supplementary to school education. In fact, the format ofthose AIR programmes was such that they were participatory and empoweringconfidence and courage building in children and respect for elders andenvironment. Today most imported children’s programmes are all out to promotematerialism, selfishness, consumerism and “at any cost” approach to life. Realizing the significance of media in the context of children, a few years agoUN has prescribed annual day for mass media when children are supposed to bethe producers of media contents. It is a good symbolic initiative. But it should befollowed up by some support to promote “creative TV software” for children of 6 –12 age groups, in particular. For, there is UN Convention on Rights of Child with aset of standards to promote well being of children. Unfortunately, there is no publictrust or foundation of civil society in India for this purpose. Even Public Service‘ Effect of Advertisements on Children with special reference to confectionary products’ 53
• 54. SAAB MARFIN MBABroadcasting Trust, which is a good initiative otherwise, is yet to be concernedabout children’s interests. It is most unfortunate that neither of the plethoras of Government agenciesclaiming concern for children has taken note of this vacuum. Not even the Ministryof Information & Broadcasting. All this despite ample creative talents across thecountry to produce more positive, pro-active and relevant software for childrenthan what is available now. It is unfortunate that the Government has neither takenpro-active or re-active initiatives in this regard. While we have a Children’s FilmSociety to promote films for children and a Children’s Book Trust, we have none fortelevision despite the number of children who see television is several times moreand, even more critically, the frequency of their viewing television is more than acouple of hours a day.‘ Effect of Advertisements on Children with special reference to confectionary products’ 54
• 55. SAAB MARFIN MBA 4.6 How Children Process AdvertisementsTo be effective, marketing campaigns must get children to attend to the message,desire a specific product, recognize and remember that product, and purchase it.How well children understand the persuasive intent of advertisements also affectsthe success of commercials.Attention.Commercials that are designed to attract and hold children’s attention arecharacterized by lively action, sound effects, and loud music. The animatedcharacter Tony the Tiger, for example, bursts onto the screen, proclaiming thatKellogg’s Frosted Flakes are “GRRRRRREAT!!” One study found that preschoolerspaid more attention to commercials full of action, sound effects, and loud musicthan to more low-key commercials. Audio features are particularly important ingaining children’s attention. Another study found that children aged three to eightwere more attentive to commercials that were higher in audio than in videocomplexity. Audio features have more recruiting power than visual featuresbecause interesting sounds can get children who are not looking at the televisionscreen to direct their visual attention to it. These findings are consistent withPiaget’s insight that young children are especially focused on the attention-gettingperceptual qualities of presentations. Children’s patterns of attention help revealhow well they can make distinctions between the commercial and the televisionprogram. In one study, researchers trained mothers to examine their children’s visualattention to Saturday morning cartoons and advertisements. The mothers reportedthat the younger children (five to eight) continued to pay attention when acommercial came on but that children older than eight looked away. The olderchildren’s awareness of the break in the content suggests that they are lesssusceptible than the younger children to the effects of advertising.‘ Effect of Advertisements on Children with special reference to confectionary products’ 55
• 58. SAAB MARFIN MBA Working and single parents on the other hand are more likely to give inbecause thay face more time pressures. Another important finding is that the olderthe child the more influence he/she will exert on the parents.Targeting ChildrenMarketers are increasingly targeting the young children because of the influencethat these kids have on their parents; buying decision. Advertisers are influencingthe kids through various educational programs, games and certain otherpromotional events. The promos aim at increasing the brand visibility anddeveloping an emotional connect with the kids. In India, kids have a considerable amount of demographic representationwhich marketers want to capitalize on. Marketers are targeting the kids becausekids influence buying decisions, they exert pressure on the parents for a certainproduct purchase and they are the future adult consumers. In the earlier days, marketers aimed at influencing the parents for purchaserelated to kid’s products. Of late, marketers are trying to influence the kids directlythrough various promos and contests that provide them with lots of fun andadventure. By doing so, marketers are aiming to occupy the young mindssuccessfully. Generally, the contests are specially designed to target a particular age groupof kids. The response from the kids is usually high because of the emotionaltie-ups which is generated by the promos. This is the major success factor for themarketers. The common thing in all these promos is that they provide fun andadventure to the kids.A Bag of Contests from Marketers‘ Effect of Advertisements on Children with special reference to confectionary products’ 58
• 59. SAAB MARFIN MBARasna – Slogan ContestRasna conducted a slogan contest for the kids between the age group of 4-10years. The contest was very simple. The kids has to complete a slogan “I love rasnajuc up because …….” and send the same along with 10 single served sachets ofRasna. A panel of judges was identified to decide the winners of the contest. Tenlucky winners could enjoy a ride on a flight with Karisma Kapoor who was the brandambassador of Rasna. The participants who could not make it to the finals werealso entitled to win 1000 early bird prizes.Britania – “Jetix Power Your Rangers Contest”This was one of the biggest kids contest conducted in India. The kids were given acall by the rangers to save them from trouble by powering them through dinogemswhich was hid by the villains. The dinogems were hidden in the fort of evil and themap was destroyed. The kids through this contest had to put together andindentify the dinogems which ultimately powered the rangers. The contest was aired on the television channels everyday. With every pack ofBritania treat, one part of the map was given (fortress of Evil). The kids had tocollect the dinogems. By the end of contest, the dinogems which was the powersource of rangers.The entries could be through SMS, phone calls or by e-mails. Five lucky winnersmade a trip to New Zealand with their families. Fifty five other winners were givenplayStation and power ranger game. Besides, 10,000 quick gun prizes and “Poweryour ranger bravery medals” were also given.Maggi Quiz contest‘ Effect of Advertisements on Children with special reference to confectionary products’ 59
• 60. SAAB MARFIN MBAThis contest was held for students of IV, V and VI classes and included questionson general knowledge and individual subjects. The first round was an intra schoolwritten quiz competition. The second round was an oral quiz round and for thewinners of the first round. The final contest was conducted between six teamscomprising of two students each. During these quiz round, audience questionswere also asked. The winning team was given Maggie gift packets and the membersof the audiences who participated in the quiz were given sample packs of Maggi.Kellogg Mobile ContestKellogs India in association with mobile2win presented a contest for kids in the agegroup 4-11. The theme of this contest was about rescuing chocos from crafty croc. Crafty croc. Was the villain who was threatening the brand mascot Chocobear about stealing chocos from him. All kids who wanted to participate in thecontest had to buy a pack of chocos and solve the cues provided on the pack in theform of crossword puzzles. Once the puzzle was solved, a name would be revealedwhich had to be sent to the company. The company then decides the winner on thebasis of lots.Boomer Bubble Blowing ChampionshipThis championship was conducted in different cities. Wrigly, the bubblegummaking company, conducted this contest in which the winners of the contest weregiven a chance to be with the boomer man in the boomer television commercial. The entire process was very simple. The kid who could blow the biggestbubble was the winner. The contest was open to kids within the age group of 8-12years. The contest was held in two cites and two winners were selected from eachcity and the final winner was selected form that. The contest was held in schools,malls, residential complexes and market locations. Massive media support wasgiven to this contest.Apsara Excellence Awards Arts Contest‘ Effect of Advertisements on Children with special reference to confectionary products’ 60
• 61. SAAB MARFIN MBAAn arts contest was conducted by Hindustan Pencils Limited. The contest targetedfour divisions of students depending on the class in which they were studying.These divisions included students of kindergarten and nursery, those studying in Ito IV, V to VII and from VIII to X classes. All the required material like pencils, sharpeners, erasers, pastle colors,water colors was provided by Hinduatan Pencils to the contestants. The resultswere declared on the spot by evaluating the entries. The evolution was done by apanel of judges comprising of eminent artists. All students got a certificate ofparticipation and the winners were given special prizes. The best entry wasawarded with the Apsara Excellence Award Rotating Trophy. Many more such contests have been conducted by marketers like Funskoolwhich conducted the “Little Pet Shop Coloring Contest”, Cadbury with the Bournvitaquiz contest, ITC’s “Classmate notebooks young authors contest” and so on.Marketers ExpectationThe marketers conducting such contests usually aim for brand recall which wouldget converted into sales after the contests. “Kids are generally open to experimentation and if you can weave them intoyour game plan, they can be excellent ‘Carriers’ of new innovations and qualityproducts in to homes’, says Vijay Subramaniam, General Manager (Laundry andHomecare), Henkel India. The marketers provide excitement to the kids through fun and adventureprograms and ultimately aim to increase the sales considerably. By organizing such contests, the marketers prompt the kids to buy and usetheir products once. Also these contests generate a demand for the products. Byaiming at brand recall the marketers aim at increasing their market share‘ Effect of Advertisements on Children with special reference to confectionary products’ 61
• 62. SAAB MARFIN MBAconsiderably. Another important aspect that the marketers consider is the ‘pester power’ ofthe children which pressurizes the parents to make many buying decisions.Contests also introduces a ‘me too’ attitude in kids. When a kid participates in acontest it influences the other children to participate. The marketers thereby try tomake the maximum from these contests.ConclusionMarketing through contests and influencing kids is not a favorable option many ofthe times. Even though they generate a lot of fun and excitement, launching veryaggressive marketing campaigns could create some ill effects on the children andthereby gain the wrath of the parents. Hence, the parents and elders in the familiesmust ensure that the kids do not fall prey to these kinds of promos. Apart from this,the government should take some initiatives and put some restrictions on such ads.‘ Effect of Advertisements on Children with special reference to confectionary products’ 62
• 68. SAAB MARFIN MBA Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials. The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent. Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during childrens TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely. Rules & Regulations of advertising to children‘ Effect of Advertisements on Children with special reference to confectionary products’ 68
• 70. SAAB MARFIN MBABooks and magazinesPublications that are deemed ‘harmful’ to children in India are regulated by the Young Act.‘Harmful publications’ are defined as ‘books, magazines, pamphlets, leaflets … whereinstories are told portraying criminal offences, acts of violence or cruelty, incidents of repulsiveor horrible nature, in such a way that the publication as a whole tends to corrupt a child intowhose hands it might fall, whether by inciting or encouraging the child to commit offences oracts of violence or cruelty or in any other manner.’ The Young Act details penalties for thesale, hire, distribution, public exhibition, circulation, printing, production or possession ofharmful publications. Advertising a ‘harmful publication’ is punishable by up to six monthsimprisonment, with or without a fine. The court can also order destruction of the offendingpublication.ShaktimanThe children’s television series Shaktiman has been a cause of controversy in India forseveral years. Children across the country have attempted to emulate their hero, Shaktiman,with tragic consequences. Since 1998 there have been several accidents and fatalities aschildren have risked their lives believing that Shaktiman will be there. There have beenseveral court cases to stop save them, or that they can assume his powers broadcast of theprogramme, but as litigation in India often takes place over several years, most of the casesare still pending. However, the legal process has resulted in a caution notice beingdisplayed at the beginning of the programme, aimed at children and parents, highlightingthat Shaktiman is a fictional character and his actions should not be imitated. Unfortunatelythe law does not seem to have solved the problem. On 23 June 2004 a nine-year-old schoolgirl in Kolkata accidentally hung herself by attempting to twirl in the air like the superhero.Advertisements‘ Effect of Advertisements on Children with special reference to confectionary products’ 70
• 77. SAAB MARFIN MBAunregulated. The debate over advertising junk food to children is also raging in India.However, despite these negatives, advertising law has come a long way in India andincreased awareness of the issues concerning advertising to children is improving thesituation. 5.2 Worldwide Regulation and criticism of Advertising to Children‘ Effect of Advertisements on Children with special reference to confectionary products’ 77
• 92. SAAB MARFIN MBA ANALYSIS OF PRIMARY DATA‘ Effect of Advertisements on Children with special reference to confectionary products’ 92
• 93. SAAB MARFIN MBADemographic AnalysisAGE:- Age Students 8 yrs. 7 9 yrs. 15 10yrs. 20 11 yrs. 20 12 yrs. 23 13 yrs. 43 14 yrs. 18 15 yrs. 4Analysis:The above chart shows that there are more number of 13 years student and as faras 15 years students are concerned they are very less.‘ Effect of Advertisements on Children with special reference to confectionary products’ 93
• 94. SAAB MARFIN MBAMedium of Study and Student Medium of study Students Gujarati 66 English 84Analysis:The above pie chart shows that there are more number of children who arestudying in English medium than in Gujarati Medium‘ Effect of Advertisements on Children with special reference to confectionary products’ 94
• 95. SAAB MARFIN MBAQ1 How many hours a day do you watch TV? less then 1 hour 29 1-2 hours 46 2-3 hours 47 more then 3 hours 28Analysis:The above pie chart shows that as far as TV watching habit of children is concerned,there are 31% of children who watch television for 1-2 hours a day. There are also 31% children who watch television for 2-3 hrs. and 19%children who watch television for more than 3 hours a day This shows that most of the children like to watch television for 1-3 hours aday and this is because they might be busy with their home work and project workof their school.‘ Effect of Advertisements on Children with special reference to confectionary products’ 95
• 96. SAAB MARFIN MBA Q2. What do you like to watch on TV? Cartoons 97 Reality Shows 28 Movies 78 Serials 23 Song based programmes 31 Others 13Analysis:The above bar chat shows that there are more number of children who like to watchcartoons and movies on Television than reality shows, serials, song basedprogrammes and other programmes like programmes which come on Discoverychannel, National Geography channel and so on. In our survey we have found that there are 97 children who like to watchcartoons on television because they are more fascinated towards that.‘ Effect of Advertisements on Children with special reference to confectionary products’ 96
• 97. SAAB MARFIN MBA Apart from that, there are 78 children who like to watch movies on televisionwhich might be because of his/her favorite actor or actress.Q3. From the following confectionary products which is your favorite product/s. Biscuits 86 Wafers 57 Chocolates 78 Sauces 29 Noodles 38 Health Drinks 42Analysis:The above bar chart shows that as far as confectionary products are concerned,children like to have more Biscuits, Wafers and Chocolates than Sauces, Noodlesand Health Drinks. In our survey we have found that Biscuits, Wafers and Chocolates arepreferred by 86, 57 and 78 children respectively.‘ Effect of Advertisements on Children with special reference to confectionary products’ 97
• 98. SAAB MARFIN MBA This shows that children are attracted more towards Biscuits, Wafers andChocolates than other confectionery products.Q4. You are familiar with the advertisements of which of the confectionary products? Biscuits 79 Wafers 59 Chocolates 61 Sauces 29 Noodles 36 Health Drinks 53Analysis:The above bar chart shows that children are more familiar with the advertisementsof Biscuits, Wafers, Chocolates and Health Drinks than the advertisements ofSauces and Noodles.‘ Effect of Advertisements on Children with special reference to confectionary products’ 98
• 100. SAAB MARFIN MBAThe above pie chart shows that after watching advertisement of confectionaryproducts majority of the children have tried to purchase that product which theyhave shown in the advertisement. In our survey we have found that 61% children have tried to purchaseconfectionary products after watching advertisements of those products This shows that how children are influenced by the advertisements ofconfectionary products and this may affect to those families in which source ofincome is not that much strong.Q6. If yes, then which confectionary product you have tried to purchase? Biscuit 78 Wafer 21 Chocolate 52 Sauce 18 Noodle 37 Health Drink 46‘ Effect of Advertisements on Children with special reference to confectionary products’100
• 102. SAAB MARFIN MBAAnalysis:The above pie chart shows that children like to watch advertisements ofconfectionary products on TV rather than any other medium of advertising. In our survey we have found that 65% children like to watch advertisementsof confectionary products on TV than in Magazine, Newspaper and on Hoardings. This is because TV advertisement can be shown more effectively with bothaudio and video effect than by the other medium and only these factors play a vitalrole to influence the children.Q.8 You buy that confectionary products because……………. Free Promotional items 71 Friends Influence 24 Association of favorite character 40 Want to be like that character 15‘ Effect of Advertisements on Children with special reference to confectionary products’102
• 103. SAAB MARFIN MBAAnalysis:The above pie chart shows that children like to buy confectionary products becausefree items like tattoo and other things are attached with them. In our survey we have found that 47% children like to buy confectionaryproducts just because they get free tattoo and all that children accessories on thepurchase of the confectionary products. There are 27% children also who like tobuy confectionary product just because his/her favorite celebrity is associated withthat product and there are 16% children who buy confectionary products justbecause of their friend’s influence. They just believe that my friend has thatproduct so I should also have that product. So children like to buy confectionary product not only because it gives freepromotional products but also because his/her friend’s influence and his/herfavorite celebrity is associated with it.PART B:-Q1. How often advertisements of confectionary products influence purchasedecision of your children?‘ Effect of Advertisements on Children with special reference to confectionary products’103
• 107. SAAB MARFIN MBA TESTING OF HYPOTHESIS‘ Effect of Advertisements on Children with special reference to confectionary products’107
• 109. SAAB MARFIN MBA 6 5.28 0.72 0.52 0.10 8 5.2 2.8 7.84 1.51 ∑ (Fo-Fe)2/Fe = 69.87So, Calculated= (Fo-Fe)2/Fe = 69.87Calculation of Tabulated:DF= (r-1) (c-1) = (4-1) (8-1) = (3)*(7) = 21Significance Level is 5% = 0.05 Tabulated = 32.67Here, Tab < CalSo, Ho is rejected.Therefore after watching advertisements of confectionary product children insisttheir parent to buy that product is not dependent on their age.‘ Effect of Advertisements on Children with special reference to confectionary products’109
• 110. SAAB MARFIN MBA‘ Effect of Advertisements on Children with special reference to confectionary products’110
• 111. SAAB MARFIN MBAHypothesis 2: TV watching habit of children is dependent on their medium ofstudy or notHo: TV watching habit of children is dependent on their medium of studyH1: TV watching habit of children is not dependent on their medium of study Medium of Study Gujarati English Total< 1 hour 1 28 291-2hours 22 24 462-3Hours 36 11 47>3Hours 7 21 28 Total 66 84 150 (Fo-Fe) Fo Fe (Fo-Fe) 2 (Fo-Fe)2/Fe 1 12.76 -11.76 138.3 10.84 22 20.24 1.76 3.1 0.15 36 20.68 15.32 234.7 11.35 7 12.32 -5.32 28.3 2.3 28 16.24 11.76 138.3 8.52 24 25.76 -1.76 3.1 0.12 11 26.32 -15.32 234.7 8.92 21 15.68 5.32 28.3 1.8 ∑ (Fo-Fe)2/Fe =44‘ Effect of Advertisements on Children with special reference to confectionary products’111
• 112. SAAB MARFIN MBASo, Calculated = ∑ (Fo-Fe)2/Fe = 44Calculation Of Tabulated:DF= (r-1) (c-1) = (4-1) (2-1) = (3)*(1) =3Significance Level is 5% = 0.05 Tabulated = 7.815Here, Tab < CalSo, Ho is rejected.‘ Effect of Advertisements on Children with special reference to confectionary products’112
• 113. SAAB MARFIN MBATherefore TV watching habit of children is not dependent on their Medium of Study.‘ Effect of Advertisements on Children with special reference to confectionary products’113
• 114. SAAB MARFIN MBA KEY FINDINGS From our survey we have found that more number of children watch television for 1-3 hours a day.‘ Effect of Advertisements on Children with special reference to confectionary products’114