Syed Salman Qadri

M.Phil Business Administration

Karachi-Pakistan

Impact of Confectionary Products Advertising on Children Buying Behavior:

ACase study of Karachi

Introduction:
'Advertising' is gotten from theword 'advertere' which implies 'to move' the thought. Each piece
advertising attempts to move the thought of the scrutinize or the group of spectator’s individuals
or the follower towards thing. Most broadly acknowledged meaning of publicizing is the one
which is given by the American Marketing Association, as indicated by which promoting is "any
paid type of non-individual introduction and advancement of products, administrations and
thoughts by a distinguished backers" the advertising is the ideas for promoting the goods
specially for selling FMCG products marketing. Advertising is a productive and powerful
strategy to advance the merchandise, thoughts, and administrations and so on. Publicizing is paid
froth of correspondence; the motivation behind publicizing is to advance the thoughts through
various kinds adding Television advertisements, online life, newspapers, pennants, and other
advancement exercises. Advancing is used for conferring business knowledge to the present and
approaching customers, it’s by and large gives knowledge about the advertising companies, its
inclination of things. Publicizing assumes an imperative job in the general public, the essential
goal of promoting is to give data, to draw in consideration, to make mindfulness, and impact
purchasing conduct of shoppers (Kazmi & Batra 2008).
Adverting as promoting is other kind of non- singular presentation, items and endeavors through
expansive interchanges, for instance, papers, magazines, television or social medias and others
by recognized help.The many techniques tests for creating attention for consumers to buying the
company’s products, just like most important in Television Advertising, used Billboards and
effective advertising through newspapers and social media (Kotler,2008).Other gives kind of un-
singular presentation and headway of consideration, things and endeavors through expansive
correspondence, for instance, billboard, hand bills and other recognized help.Same as defined the
procedure of advertising how act the role of advertising to create attention from the audience
(Bovee, 1992).Promoting involves the extensive number of activities connected with displaying
to a gathering of individuals a non-singular, bolster recognized, paid for message about a thing
an affiliation. The advertising provides the supports for choosing for the consumers to buy the
products who need and wants (Stanton 2000).
TV ads are changing dietary patterns of youngsters. Of all the item classifications kids like the
promotions of chocolates and bites and they request a greater amount of these items. Promoting
sustenance classification brands is probably going to build the longing for the item among the
kids. In this way, the nourishment class would give off an impression of being the best
dimension for any open arrangement mediation. To make youngsters mindful of the wellbeing
risks customer instructive crusades and item marking may likewise be utilized. (Mittal, 2010).
“In Pakistan, particularly in Karachi city corpulence has been very much featured through print
media and it is recognized that little research has been directed so far to manage this issue. Onthe
opposite side, in an examination led by Kashif et al. (2012), analysts found that Pakistani kids
surely know the rationale behind TV publicizing that means the high impact of TV promotions
on kids' purchasing of those sustenance items that can harm their wellbeing. Heftiness among
Pakistani grade younger students have been explored by specialists; In Pakistan particularly in
Karachi city' kids are given more consideration amid children promoting and they attempt to
pursue the characters, and they likewise talk about the items with guardians and companions
moreover. (Mushtaq et al. 2011)”.

Youngsters minds is significantly speedier at understanding and remembering information than

adults. Much equivalent to you and me, all of the promoters and marketing specialists are
moreover all around acquainted with this reality. Along these lines, you can find a consistently
expanding number of advancements on the TV these days, which are concentrating on our young
adolescents for exhibiting their things. The plugs that are conveyed between the children's shows
advance a wide scope of things like toys, sustenance things, imperativeness advertisers, clothing
brands, etc. Some TV advertisements which are made with a guaranteed objective to make kids
careful about the brand, without giving them any wrong messages, may truly be valuable for
them. For example, a bread brand that accomplices itself with the word 'Virtuoso', powered a
campaign about allowing children to hone their imagination, thusly, preparing themselves into
certified wonders.as result of such promotions, kids start to perceive brands and they may now
and again even assistance their folks in settling on the choice about what to purchase.It is
unquestionably not wrong to advance one's item among kids to help its deals;however, I feel
there is a dire need to comprehend the impact of specific messages on kids. Ads must be made
with consideration and alert about sending the correct word, both at the generation level and the
endorsement level. Guardians ought to likewise act firm, now and again and must not generally
yield to the requests of their kids. They ought to likewise show their kids are not affected by the
messages in the promotions and to figure out how to esteem cash. I accept, it is the prime
obligation of us all to give our kids a youth that knows blamelessness, a world that is free from
realism and a real existence which is sound and cheerful. (Hameed et al.2014).

It is unquestionably not wrong to advance one's item among children to support its deals, yet I
feel there is a critical need to comprehend the impact of specific messages on kids. Promotions
must be made with consideration and alert about sending the correct word, both at the generation
level and the endorsement level. Guardians ought to likewise act firm, sometimes and must not
generally surrender to the requests of their youngsters. They ought to likewise show their
youngsters are not affected by the messages in the promotions and to figure out how to esteem
cash. I accept, it is the prime obligation of us all to give our kids a youth that knows
blamelessness, a world that is free from realism and a real existence which is solid and glad.Kids
likewise purchase things on his institute promotion notice kids buy items by watching
advertising in his school presentations. Period of youngsters additionally impact the buying of
the youngsters in light of the fact that less matured kids less impact by the publicizing and
progressively some elder kids try to purchasing additionally promoting items for instance
multiyear youngsters less comprehend the item notice as contrast with the multiyear kids who
see completely commercial and he buy greater promotion item. In this examination we
additionally talk about the connection between sustenance notice and kids purchasing conduct
since youngsters buy more nourishment items as contrast with different items. More than one
fourth of television commercials during night projects dependent on nourishment ad since
youngsters increasingly like the sustenance commercial. Youngsters purchasing conduct likewise
relies upon the television seeing hours since when kids watching more television the watch
different televisionadvertisements and buy more items. (Hameed et al.2014).

Behavioral Effects of Advertising:

Since youthful kids for the most part don't have the way to buy items, social impacts are
generally estimated by kids' inclinations for items (Galst,1976),or by the prerequisites who
making in answer to publicized items (Atkin, 1975; Sheik and Moleski, 1977). In social research,
kids generally watch one or numerous promotions, after which they are given an alternative from
a progression of items, which incorporate the publicized brand (Gorn and Florsheim, 1985; Gorn
and Goldberg, 1977, 1980). Specialists at that point regularly show that the publicizing of a
brand settles on the tyke's resulting decision of that brand almost certain. An inconvenience of
these investigations is that the outcomes that are found inside a controlled research center setting
may not be summed up to progressively naturalistic settings (Young, 1990). Various
behavioraleffectsstudies have endeavored to tackle this issue by researching promoting
effects.The study has concentrated on the effect of publicizing on kids' buy demands by looking
over guardians (Caron and Ward, 1975;Robertson et al., 1989)

Problem Statement:

The study done on Impacts of TV Advertisements on Children mentioned that the Kids are the
best audience for directly response of products advertising mainly focus on children. And
recommend that the create a social activity for kids and discuss about TV Programme to
children. (WijesumdriaSri Lanka 2007).Advertising to kids is the farm of marketing technique
for attention of consumers kids, Advertising for kids is now framed by a mix of legislation ad
advertising self-regulation. And he suggests that the kids ages are most important for
understanding the TV advertising. (Patel, 2014). Changing the behavior of children and increase
the demands for different confectionery products due to Advertising they like, and advertising
create influences on children to follow the different confectionery products and create bed habit
to use un-healthy food items.
Scope of the Study

This study is concerned how the change children attitude and influence to buying or purchasing
decision of confectionery products after seen the television advertisements. And define why
necessary to make advertising law especially for kids advertising.

Limitations of study

As my research is academic research so there is some limitations, because it is impossible to

control all variables. I only selected Karachi city households and there five districts of city areas
as my study population because it is easy to me to approach them. I only selected sample of 200
based on both male and female (Father, Mother) respondents because of limitation of time.

Objective of the Study:

Objectives of this study are:

1- To find out whether TV advertisements watched by the children haven influence on

buying and purchasing decision making of relevant families of Karachi
2- To find out whether there is an impact of TV advertisements watched by the children on
the socializing process of children of relevant families of Karachi
3- To find out whether TV advertisements watched by the children have an influence on the
children choosing advertising heroes as their role model of relevant families of Karachi
4- To find out whether TV advertisements watched by the children have an influence on the
patterns of consumption and habits of children of relevant families of Karachi.

Research Questions:

1- Does the TV Advertisements lead towards Buying & Purchasing decisions of children
relevant to families of Karachi?

2- Does the TV Advertisements lead towards effecting socializing activities of children

relevant to families of Karachi?
 3- Does the TV Advertisements lead toward children choosing advertising heroes as role
model relevant to families of Karachi?

4- Does the TV Advertisements lead towards showing the patterns of consumption habit of
children relevant to families of Karachi?

Hypotheses of the Study:

Below is the list of four carefully selected hypotheses which are to be tasted in this study:

H1: There is a relationship between TV Advertisements watched by the children on

Buying and purchasing decision making of relevant families of Karachi.

H2: There is a relationship between TV Advertisements watched by the children and

the socializing process of children of relevant families of Karachi.

H3: There is a relationship between TV advertisements watched by the children and

the children choosing TV advertisement heroes as their role model of relevant families of
Karachi.

H4: There is a relationship between TV advertisements watched by the children and

the patterns of consumption and habits of children of relevant families of Karachi.

Literature Review:
At the point when the youngsters are between age gathering of 8 to 12 years build up the
capacity to review and utilize the data put away in their memory, although this expertise isn't
shaped altogether as of recently. Proof of the adequacy ofthese undertakings to cut down the hard
and fast effect of TV advancing on the tyke is somewhat mixed, yet most examinations find no
or rather little effects of parental link.(Adler et al., 2004).Kids underneath the age of 8 years were
found to have little mindfulness on influential goal of business (Blatt, Spencer and word 1972).
"At the point when the kid grows up with age premise of receptivity to TV plug is moving
attitudinal develop to subjective build and impact influence to purchase. (Rossister and
Robbertson 1974). "Kids' frame of mind and conduct towards publicized items are impacted
toward the path proposed by sponsor" (Gold berg and Gorn 1974) The effects of TV publicizing
on youngsters obviously rely on their dimension of introduction to plugs and on the qualities of
the kid.( Rosister and Robertson 1977). The most overarching intrigue is fun/satisfaction as the
convincing technique by advertisers for youngsters. (Kunkel 1992).

Advertisers additionally endeavor to build their items "annoy factor" a term which alludes to
how frequently and how eagerly youngsters weight guardians to purchase a thing. ( Kanner and
Kasser 2000).Advancing is the non-singular message containing the information a great part of
the time paid for and strong in nature about things, organizations or contemplations by saw
supporters through the various media (Datta, 2008). The promoter intends to grow his
considerations regarding the things and commitments among the check. Advancement of the
things is thusly, the basic purpose of publicizing (Ramaswami2004). Different types of the
advertising companies utilize the best communication skills for their providing the best
knowledge to his customers. The selection of media is reliant upon the idea of the message and
the expected target watchers (Etzel et al, 2008). televisioninformation about products is the best
consumers knowledge and affordable media at any point concocted. It has a conceivable
promoting sway incomparable by some other media (Saxena, 2005). The upside of TV over
different mediums is that it is seen as a blend of sound and video highlights; it gives items
moment legitimacy and distinction and offers the best shot for innovative promoting (Kavitha,
2006). Over a more drawn out timeframe, the TV set has turned into a changeless installation in
all upper and white-collar class families, and it isn't inconsistent even in the less fortunate society
of urban territories and country family units (Shah and D'Souza, 2008). Television publicizing
change feelings as well as give significant message applying a far achievement impact on the day
by day lives of individuals (Kotwal et al, 2008).The promoting areas purposely mitigates the
impact and conceivable antagonistic impact of the item they are publicizing. They will in general
depict a blameless part of day by day life in their business and expectation that this honest part of
life would pull in the consideration of potential clients as well as impact those (Adler et al.,
2004). Kids have been appreciating an unmatched dimension of consideration from advertisers
and promoting analysts. Youthful kids are more impacted from the TV promotions when
contrasted with other age gatherings. Also, they by and large have confidence in what notices
need to state about the items. In the event that the notices are not exceptionally mind boggling,
and it says something new, at that point, probability of drawing in youngsters' consideration
would build (Rice et al., 1988). Kids long as five years of age are commonly partial to hearing a
similar story over and over. This rehashed transmission more often than not upgrades their
consideration towards the advertisements, and in a couple of cases, it was discovered that the
youngsters will in general lose enthusiasm because of rehashed transmission of the TV plugs. An
immediate relationshipwas found in the reiteration of business and capacity to draw in
youngsters' consideration (Wellman, 1990). The publicists want to publicize their items to
youngsters because of its profound effect. In perspective on the kids' significance of impacting
buy choices the sponsors target them at home through TV as well as target them through notices
in study halls and schools (Barcusetal., 2004).

As expressed before, kids' consideration towards the notices is exceptionally subject to factors,
that it must be straightforward, and second is that it must contain something new for the
youngsters. As kids begin watch TV from early youth, at that point, it winds up hard to clarify
them that principally they ought to eat for the fundamental supplements not for just joy.
Youngsters' understanding of publicizing messages is subject to factors like, their capacity and
ability to make a qualification between businesses from non-business content and furthermore
they should doubt towards the enticing expectation of promoting inside the constraint of their
insight. This procedure of evaluating TV plugs is known as subjective development and
scholarly advancement (John, 1999). Youngsters have a penchant to accept what they are told
through notices and may even assume that they are once-over if not gave the items publicized.
For a great deal of preschool youngsters, it is difficult to make separation between a program
having essential reason to interest or engage and a business intended to sell. Kids’
convictionswant and thought processes are not completely created until they are six years of age
(Wellman, 1990).

Kids having a place with age bunch 3-6 years need capacity to grasp publicist’s powerful plan
yet have relational abilities of impacting the conduct of guardians, and others (Bartsch and
London, 2000).Promoting likewise empowers realism in which material merchandise and cash is
considered Important for individual satisfaction and social advancement when contrasted with
scholarly or profound concerns was expanding among kids and grown-ups. A few creators
propose that publicizing animates materialistic qualities in kids (Wulfemeyer1992). Advertising
upgrades realism since it is intended to stir wants for items that would not generally be
remarkable Advertising spreads theassets are significant and that alluring
characteristics,excellence, achievementbliss can be gotten just by material belongings
(Wulfemeyer1992).A longitudinal investigation of young people reasons that TV promoting
presentation had both short and long-haul impacts on youths' Acknowledgment of materialistic
qualities (Moore, 2004). Advertisers are assuming a noteworthy job to think about which sort of
media publicizing are substitutions, identify with the fair challenge between proper media
attributes and promoters' motivations and are encouraged by sponsors' undisputed top choices
and mindfulness. (Silverman (2012). Promoting is a demonstration of informing individuals
openly concerning an item or administration so as to induce them to get it. (Longman 2000).
Promoting is the exceptionally powerful source to impact the psyche of watchers and gives
watchers introduction towards a specific item or administration. Additionally, TV notices draw
in youngsters with pictures, illustrations, records and accounts of live. Television noticeis
persuasive of procurement the item still stays in our cognizance (Ng, Chee Huat,2008).

Advertising assumes a significant job in business introduction and is a valuable technique to pull
in shoppers. (Nawaz T. 2014). The present investigation is to inspect the effect of TV ad on
youngsters, and how it prompts industrialism of item. Additionally, this examination finds the
connection between TV promoting and its effect on youngsters’ inclinations, Food publicizing,
Brand inclinations and purchasing conduct of the kids. Promotion is the most persuasive and
amazing medium in the present business society. With respect to as its impact on society is
concerned, Advertising is second just to motion pictures. (Narasimhamurthy2014). Lately,
specialists have discovered that kids assumed a viable job in obtaining merchandise. What's
more, a standout amongst the most significant and successful elements that propelling youngsters
to purchase and devour the items and products in promoting, especially through TV. Along these
lines, the present examination has endeavored to research the connection between sitting in front
of the TV promotion and utilization design among kids. (Sara SS. Ate 2013).
The promotion is to develop mindfulness, supports items, its highlights and influences the
youngsters to purchase, however the observation is differing, it might have the more extensive
sociological effect. Ad improves realism in youngsters since it goes about as a trigger to
invigorate wants for the items that would not crucial for them generally (Wulf1993). The kid just
not retains the item portrayal but rather additionally the significant thing is the superfluous
item/brands for it he/she deal their folks to purchase. The hole is the youngsters truly have the
right stuff to evaluate few out of every odd component of the commercial as the kid learns for the
promotion, so the kid not just buy its important item it likewise that if tyke posts' grown-up's
items/image it can likewise requests that for the guardians. The negative presentation to TV
commercializing, it has exceptionally instinctual impacts of commercializing on the youngsters.
(Kunkel 2001). The real hole is likewise if the thing is connected with the tyke and it incites its
folks to buy might be that thing, he less solid for him. The examination characterizes that the
more youthful youngsters are increasingly tend to from a conduct towards the things that it posts
from business, the message of notice might be diffused or complex in nature and choice made by
the tyke with the introduction in notice (Austen et al, 1977).

The impact of the TV ad on kids is appearing as though to be sufficient for them as per their
reasoning and in their developing stage. The psychological limit of the kids is so solid as
contrasted and the adolescents on the grounds that the kids picking up, watching and thinking
power is more. Youngsters utilize the business for getting relationship with the brands and things
and its benefit abilities and use. Kids accept the business as the real world and conviction and
furthermore see about the business brand/thing. These will assist them with keeping store in its
brain to additionally open up and buy through their folks (Mcneal and Ji, 1999).The impact of
the TV ad on kids’ memory and additionally its conduct is the significant discussion in numerous
nations for showcasing and the market powers (Boddewyn, 1984). The test considers found that
the kids introduction to TV ad is probably going to review the brands/things (which the kids find
in business) while shopping with their folks. The kids watch business with their folks, the
appeared business left solid impact at the forefront of their thoughts. The youngsters request the
marketed nourishment thing and toy while gone for the shopping with the guardians (Atkin,
1981).

The youngsters are the key weapons for the advertisers to target them likewise they characterize
their stages and its reliant on their psychological conduct to target them. The kids running in the
middle of the characterized stages, for example, from 6 years to 11 years watch business 3 hours
every day (Adler et al, 1980). The kid memory is strong to the point that on the off chance that it
listens anything with fixation it spares, so the kid watched brand and amid the shopping with
their folks they generally interest for that brand which they viewed in the TV advertisement, so
learning is solid of them. The TV plug presentation of youngsters and their buy inclination just
as the quantity of obtaining while at the same time doing shopping with their folks in regard to
their introduction (Galst and White (1976). The presentation to business develops the realism in
the kids, as it goes about as the trigger which rose want to buy that marketed thing
(Wulfemeyer& Mueller, 2007; Greenberg and Brand, 1993). Because of youngsters offered
significance to the physical merchandise in business; kids imagine material products and cash
significant for individual joy and accept it as its watch in business (Wulfemeyer and Mueller,
2007).

The tyke when posts that thing might be which is for the full-grown youngsters its think when it
gets it develops and cause them to unwind (Greenberg and Brand, 1993; Liebert, 1986;
Wulfemeyer). The advertiser means to expand his thoughts regarding the items and contributions
among the conjecture. Promotion of the items is along these lines, the essential point of
publicizing (Ramaswami and Namakumari, 2004). Most of the advertisers utilizes broad
communications for their showcasing message. The selection of media is reliant upon the idea of
the message and the expected target watchers (Etzel et al, 2008). TV promoting is the best seen
and conservative media at any point designed. It has a conceivable publicizing sway
incomparable by some other media (Saxena, 2005). The upside of TV over different mediums is
that it is seen as a blend of sound and video highlights; it gives items moment legitimacy and
notoriety and offers the best shot for innovative promoting (Kavitha, 2006).

Over a more extended timeframe, the TV set has turned into a perpetual installation in all upper-
and working-class family units, and it isn't rare even in the less fortunate society of urban
territories and rustic families (Shah &D'Souza, 2008). Responses to TV notice appear to be more
grounded than the response to print commercials. The publicists think that its more successful to
utilize TV as opposed to print media to achieve customers, mostly because of low proficiency
rate (Ciochetto, 2004). Television promoting change feelings as well as give significant message
applying a far achievement effect on the day by day lives of individuals (Kotwal et al, 2008).
There was an issue looked by us what age of the kids' in which they can comprehend the ad
when we ready to realize that age so there is anything but difficult to make the promotion for the
kids. At that point we know in the age of three years youngsters could comprehend the notice by
(donohue et al. 1980). The introduction of business develops the kids increasingly attractive for
the thing that they found in business, as that buy will be not for that dimension of the kids but
rather amid shopping, they demand their folks for that thing especially. The foreseen business
impact alludes to youngsters' image understanding and furthermore the conduct of the brand and
its buy (Kenneth et al., 2007).

The kids’ thing learning is for the most part dependent on the TV advertisement and ads;
likewise they get the data about the thing data by talking about the plugs expect with the
colleagues and with their folks (Caron and Ward, 2004).The kids, who stare at the TV
advertisement especially more, constantly will in general fat due to eating the less solid
nourishment, likewise less doing exercises of running, cycling, bouncing and exercise. The kids
sustenance choice is adjusting with the popularized thing, for example, treat, snacks, oats,
refreshments and nearly the inexpensive food things (Macklin, 1987).
The youngster’s sustenance inclination is exceedingly reliant on TV advertisement anyway it
with respect to kids conduct passes on imbalanced wholesome message. The positive connection
between the nourishment business and the youngsters recall for the sustenance that kids eat and
furthermore request (Borzekowski and Robinson, 2001). The media savagery is perceived as a
potential supporter of the expansion of against social practices in kids (Ledingham, Ledingham,
and Richardson, 1993). Numerous affiliations consider the sort of significant worth and conduct
that incorporate by exposures to specific sort of media protests especially in the motion pictures
and movies (Kubey and Larson, 2005). The measure of viciousness and hostility on TV has
expanded to an exceptionally brutal state and furthermore on extremely unforeseen planned
(Paquette, G., 2007).The different factors also making it difficult to measure and evaluate the
impact of children’s exposure to TV advertising. (Kathryn Montgomery 2012).While a more new
study found that 80 percent approx. of websites for foods that were promoted on Kid’s
Television advertisement included such games (Culp, Bell, & Cassady, 2010).Such items “can be
an effective mechanism to provide many additional brand exposures over time” (Moore &
Rideout, 2007).Advertisement of children is associate the products with fun and happiness,
rather than to provide any factual product-related information (Barcus, 1980; Doolittle & Pepper,
1975; Kunkel &Gantz, 1992).

Kids do not develop a coherent understanding of mental events such as beliefs, desires, and
motives until at least age small years of age. (Wellman1990).Kid’s information of persuasion in
different types of contexts, such as interpersonal efforts to influence the behavior of peers or
parents and found that children as young as small years of age are certainly capable of efforts to
peruse theotherchildren. (Bartsch & London, 2000).This is contact between Following television
advertised for consuming the confectionery products. If children watch more Television, then the
kids purchase more advertised things. (Bernard L,2007)
 Conceptual Framework:

Figure 1.: Conceptual Framework of the Study

Dependent Variable:

- Children

Independent Variable:

- Changing Attitude
- Influence
- Television Advertising
 - Buying Behavior

Research Methodology:

Data analysis:

Data Analysis in research is the technique of productively applying quantifiable just as reliable
frameworks to depict and speak to, assemble and recap, and survey data. A fundamental section
of ensuring data trustworthiness is the exact and fitting examination of research disclosures.Here
as check impacts television Advertisement on children with the purchasing behavior of kids who
really re-act after seen television advertisements.

Research Design:

The research design od this study is based on quantitative approach, based on the post-positivism
philosophy and deductive in nature.There are some primary segments of research plan: Data
gathering, estimation, and examination.In this research cross sectional study design is used
because researcher collect the data in the form of questionnaire distribution at one and single
time. Researcher approached the respondents:father and mothers in six districts of Karachi city
and collect the information about the problem.

Sampling technique and Sampling Size:

A standout amongst the most well-known testing techniques is purposive examining. As per
preselected criteria applicable to an examination question test measure, which might be fixed
before information accumulation rely upon the asset and time accessible. Purposive testing is
along these lines best when information audit and examination are done related to information
gathering (Natasha Mack, 2005). This exploration has utilized purposive testing. This
examination has utilized the comfort testing because of inaccessibility of the measurements,
henceforth the example was confined to 200 guardians for the decent variety of the example, so
the specialist had picked a portion of the guardians from six distinct areas of Karachi city.

Research Instruments and reliability and validity of the study:

Research Instruments are estimation devices (for instance, polls or scales) intended to acquire
information on a point of enthusiasm from research subjects. Analysts performing examination
on either quantitative or subjective investigations ought to know about difficulties to unwavering
quality and legitimacy. For instance, in the region of substance investigation, Gottschalk (1995)
recognizes three factors that can influence the dependability of broke down information. Data for
survey were collected mainly through the questioner basis. This studyquestionnaire comprised of
16 questions including both closing and open-ended questions. Closing ended questions were
according to Likert scale.

Result Analysis:
Result investigation is the way toward considering something cautiously or utilizing measurable
strategies to comprehend or clarify, an examination is as clarification or portrayal that outcomes
from considering something cautiously.

Descriptive Analysis:
Descriptive investigation is utilized to portray the fundamental highlights of the information on
the examination; this is giving the basic rundowns about the example and the measures.

Are you a father or mother of the child?

Valid Cumulative
Frequency Percent Percent Percent
Valid Father 100 50.0 50.0 50.0
Mother 100 50.0 50.0 100.0
Total 200 100.0 100.0

Table 1. Describing the number of participants including both parents in the study.
It is observed that both parents ‘father and mother participated equally in the research and filled
questioners are available for proof, cumulative percent are same.

Which district of Karachi do you belong to?

Valid Cumulative
Frequency Percent Percent Percent
Valid Central 48 24.0 24.0 24.0
East 37 18.5 18.5 42.5
West 16 8.0 8.0 50.5
Malir 44 22.0 22.0 72.5
Korangi 22 11.0 11.0 83.5
South 33 16.5 16.5 100.0
Total 200 100.0 100.0
Table 2.Describing the six Districts of Karachi city participants including both parents in the
study.
It is observed that the District Central and District Malir respondent percentage is greater than
other Districts east, west, south and Korangi Districts. Another respondent of Districts is below
the ratio of District Central and District Malir.

Children have a favorite channel which they watch daily or routine?

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 48 24.0 24.0 24.0
Agree
Agree 132 66.0 66.0 90.0
Neutral 12 6.0 6.0 96.0
Disagree 8 4.0 4.0 100.0
Total 200 100.0 100.0

Table 3. Describing the opinions of participants regarding children have a favorite channel they
watch daily or routine.

It is observed that majority of parents both father and mother of this study agree that, children do
have their own favorite channel to watch daily or in routine and mostly parents agree with this
option.

Children enjoy watching confectionery products Commercials?

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 46 23.0 23.0 23.0
Agree
Agree 91 45.5 45.5 68.5
Natural 48 24.0 24.0 92.5
Disagree 15 7.5 7.5 100.0
Total 200 100.0 100.0

Table 4.Describing the opinions of participants regarding children enjoy watching confectionery
products commercials.
It is observed that majority of parents both father and mother of this study agree that, children
enjoy watching confectionery products television commercials.

Children prefer watching TV with family

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly Agree 18 9.0 9.0 9.0
Agree 47 23.5 23.5 32.5
Neutral 63 31.5 31.5 64.0
Disagree 71 35.5 35.5 99.5
Strongly 1 .5 .5 100.0
Disagree
Total 200 100.0 100.0

Table 5: Describing the opinions of participants regarding children prefer watching TV with
family.

It is observed that majority of parents’ father and mother of this study Disagree that, children
prefer watching Television programs with own Family.

Children prefer watching TV to playing with friends.

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 10 5.0 5.0 5.0
Agree
Agree 77 38.5 38.5 43.5
Neutral 57 28.5 28.5 72.0
Disagree 56 28.0 28.0 100.0
Total 200 100.0 100.0

Table 6: Describing the opinions of participants regarding children watching TV to playing with
friends.
It is observed that majority of parents both father and mother of this study agree that, children
prefer watching Television to playing with his friends.

Children discuss about the confectionery products commercials with

his friends
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 51 25.5 25.5 25.5
Agree
Agree 128 64.0 64.0 89.5
Neutral 16 8.0 8.0 97.5
Disagree 5 2.5 2.5 100.0
Total 200 100.0 100.0

Table 7: Describing the opinions of participants regarding children discuss about the
confectionery products commercials with his friends.

It is observed that majority of parents both father and mother of this study agree that, children
discuss about the confectionery products television commercial with his friends.

Children initiate the actions performed by actors in commercials

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 40 20.0 20.0 20.0
Agree
Agree 81 40.5 40.5 60.5
Neutral 62 31.0 31.0 91.5
Disagree 17 8.5 8.5 100.0
Total 200 100.0 100.0

Table 8: Describing the opinions of participants regarding children initiate the actions
performed by actors in commercials.
It is observed that majority of parents both father and mother of this study agree that the children
try to initiate the actions performed by actors during or after seen the television commercials.

Children memorize most jingles and songs

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 15 7.5 7.5 7.5
Agree
Agree 69 34.5 34.5 42.0
Neutral 75 37.5 37.5 79.5
Disagree 41 20.5 20.5 100.0
Total 200 100.0 100.0

Table 9: Describing the opinions of participants regarding children memorized most jingles and
songs.

It is observed that majority of parents both father and mother of this study Neutral that the
children memorize most jingles and television commercials jingle or commercials songs.

Children watch TV during spare time

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 82 41.0 41.0 41.0
Agree
Agree 98 49.0 49.0 90.0
Natural 19 9.5 9.5 99.5
Disagree 1 .5 .5 100.0
Total 200 100.0 100.0

Table 10: Describing the opinions of participants regarding children watch TV during spare
time.

It is observed that majority of parents both father and mother of this study agree that the children
watch Television commercials during his spare time.
 Children demand advertised confectionery Products
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly Agree 69 34.5 34.5 34.5
Agree 90 45.0 45.0 79.5
Neutral 26 13.0 13.0 92.5
Disagree 14 7.0 7.0 99.5
Strongly 1 .5 .5 100.0
Disagree
Total 200 100.0 100.0

Table 11: Describing the opinions of participants regarding children demand advertised
confectionery products.

It is observed that majority of parents both father and mother of this study agree that the children
demand the advertised product after seen the Television advertisements.

Few advertisements create awareness among children regarding some

recent issues
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly Agree 47 23.5 23.5 23.5
Agree 62 31.0 31.0 54.5
Neutral 48 24.0 24.0 78.5
Disagree 41 20.5 20.5 99.0
Strongly 1 .5 .5 99.5
Disagree
6 1 .5 .5 100.0
Total 200 100.0 100.0
Table 12: Describing the opinions of participants regarding fewadvertisings create awareness
among children regarding some recent issues.

It is observed that majority of parents both father and mother of this study agree that thefew
television advertisements create some awareness among children regarding some recent
kidshealth issues.

Children trouble their parents if they don’t buy demanded

confectionery products
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 57 28.5 28.5 28.5
Agree
Agree 105 52.5 52.5 81.0
Neutral 25 12.5 12.5 93.5
Disagree 13 6.5 6.5 100.0
Total 200 100.0 100.0

Table 13: Describing the opinions of participants regarding children trouble their parents if they
don’t buy demanded confectionery products.

It is observed that majority of parents both father and mother of this study agree that the after
seen television commercials children create trouble their parents if they don’t buy demanded
confectionery products.

Parents purchase the confectionery products demanded by their

children
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 79 39.5 39.5 39.5
Agree
Agree 88 44.0 44.0 83.5
Natural 15 7.5 7.5 91.0
Disagree 18 9.0 9.0 100.0
Total 200 100.0 100.0
Table 14: Describing the opinions of participants regarding parents purchase the confectionery
products demanded by their children.

It is observed that majority of parents both father and mother of this study agree that,we purchase
or provide the confectionery products demanded by their children.

Results:

Hypothesis 1

Correlations
Independent1 Dependent
Independent1 Pearson 1 .416**
Correlation
Sig. (2-tailed) .000
N 200 200
**
Dependent Pearson .416 1
Correlation
Sig. (2-tailed) .000
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

Table 15: The table showing the Pearson correlation test result of Hypothesis 1

Correlations
Independent1 Dependent
Spearman's rho Independent1 Correlation 1.000 .390**
Coefficient
Sig. (2-tailed) . .000
N 200 200
Dependent Correlation .390** 1.000
Coefficient
Sig. (2-tailed) .000 .
 N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

The two tests Pearson and Spearman correlation tests were conducted, and it was found that p
value is less than 0.05, hence, there is a relationship between TV advertisements watched by the
children and buying and purchasing decision making of relevant families of Karachi. However,
the relationship is moderate in nature but, the first hypothesis of this study is accepted.

Hypothesis 2

Hypothesis 2
Hypothesis 2 Independent2 Dependent
Hypothesis 2 Pearson 1 .289**
Correlation
Sig. (2-tailed) .000
N 200 200
**
Hypothesis 2 Pearson .289 1
Correlation
Sig. (2-tailed) .000
N 200 200
Hypothesis 2

Table 16: The table showing the Pearson correlation test result of Hypothesis 2

Correlations
Independent2 Dependent
Spearman's rho Independent2 Correlation 1.000 .275**
Coefficient
Sig. (2-tailed) . .000
N 200 200
Dependent Correlation .275** 1.000
Coefficient
Sig. (2-tailed) .000 .
 N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

The two tests Pearson and Spearman correlation tests were conducted, and it was found that p
value is less than0.035, hence, there is a relationship between TV advertisements watched by the
children on the socializing process of children of relevant families of Karachi. However, the
relationship is weak in nature but, the weak hypothesis of this study is accepted.

Hypothesis 3

Correlations
Independent3 Dependent
Independent3 Pearson 1 .522**
Correlation
Sig. (2-tailed) .000
N 200 200
**
Dependent Pearson .522 1
Correlation
Sig. (2-tailed) .000
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

Table 17: The table showing the Pearson correlation test result of Hypothesis 3

Correlations
Independent3 Dependent
Spearman's rho Independent3 Correlation 1.000 .478**
Coefficient
Sig. (2-tailed) . .000
N 200 200
Dependent Correlation .478** 1.000
Coefficient
Sig. (2-tailed) .000 .
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

The two tests Pearson and Spearman correlation tests were conducted, and it was found that p
value is less than0.060, hence, there is a relationship between TV advertisements watched by the
children have an influence on the children choosing advertising heroes as their role model of
relevant families of Karachi. However, the relationship is moderate in nature but, the weak
hypothesis of this study is accepted.

Hypothesis 4

Correlations
Independent4 Dependent
Independent4 Pearson 1 .671**
Correlation
Sig. (2-tailed) .000
N 200 200
**
Dependent Pearson .671 1
Correlation
Sig. (2-tailed) .000
N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

Table 18: The table showing the Pearson correlation test result of Hypothesis 4

Correlations
Independent4 Dependent
Spearman's rho Independent4 Correlation 1.000 .632**
Coefficient
Sig. (2-tailed) . .000
N 200 200
Dependent Correlation .632** 1.000
Coefficient
Sig. (2-tailed) .000 .
 N 200 200
**. Correlation is significant at the 0.01 level (2-tailed).

The two tests Pearson and Spearman correlation tests were conducted, and it was found that p value is
less than0.090, hence, there is a relationship TV advertisement watched by the children have an
influence on the patterns of consumption and habits of children of relevant families of Karachi.
However, the relationship is moderate in nature but, the Stronger hypothesis of this study is
accepted.

Discussion and Conclusion:

Advertising is most powerful tool for selling the any goods or items; especially the fast-moving
consumer goods and other items for target the consumers. Same as the confectionery products
advertisements target the children, they are the best consumers for increase sales volume of
confectionery items making companies. Through the TV advertisements advertiser target the
audience and grow the profit margin and get the market share. But few types of attractive
advertisements create influences on children. The Karachi city is the biggest market for selling
the goods, and all companies struggled to get the market share, approximately all companies
provide all information about his products to target audiences, these because they use advertising
techniques. Same as confectionery companies target kids for improves his sale through TV
advertising. They use attractive characters famous heroes and cartoon characters and musical
jingles; it’s all attracted the target audience (Children). Advertising does not actually compel
shoppers to buy anything; however, they are made and exhibited in such ways that can catch
consideration and energize buy. While promoters guarantee that they basically give important
data about their items to customers, numerous individuals decipher these advertisements as
profoundly powerful and engaging the feelings of individuals, particularly kids.

In my research I discuss about the children behavior after seen the TV advertisements. The
children can’t decide healthy or un-healthy products, after seen attractive TV advertisements the
behavior of kids changed and create influences, they want to buy the TV advertisements
products. They discuss about the products with friend and try to follow the characters who
perform the advertisements. Mostly TV advertisements create the influences in children. Kids
create problems for parents to buy the required products, parents know it’s not good for kids’
health specially sweets, gums, and another product, but after influences of children they buy this
un-healthy product for children. It’s also responsibility for parents to see the buying activities of
his kids, and educate that which type of confectionery products is batter for his health, and
understand him which products is not good for his health, about obesity, and tooth problems, and
also improve his social activities. Parents also educate kids about the role model kid’s selects
own teacher, doctors, religious leaders or other successful personality they chose as role model in
his life. And during seeing advertising parents discuss about the products in easy words it will be
batter or not batter for his health.

The focus of my study is to work out the results of TV advertising on kids. Television
advertising on kids may influence determinants like excess buying, low energy and nutrition
foods and confectionery products. In today advertisement-oriented society nearly each child is
bombarded continuously with mass media message as well as over lots advertising, A day from
TV radio movies computer games etc. several of those messages engaged to kid as children
largely meant audience in most commercials’ and advertisement.Such daily exposure toomany
kinds of the mass media includes a tremendous impact upon taking values, purchase habit,
confectionery products intake attitude, and actions of children. Analysis proof tends to
recommended that TV adverting result is obesity and other health problems, and now a days we
cannot measure or difference specially imported confectionery products then is it halal or is it
haram and which types of ingredients includes during the making of this confectionery products
and will the impacts in kids health after eating this confectionery products. But parents feel
helpless in front of children influences.Also suggest that over an extended time, significant of
brutal advertisement and performed enhance the like hood of a dispositive towards aggressive
behavior amongst kids, cultivated as customers at very early ages, kids are trained to need
confectionery products whose typical consumption might compromise their health. TV
advertising gain towards kids’ increases changed the attitude disturbances of diet, and illness of
health of children.The two tests Pearson and Spearman correlation tests were conducted, and it was
found that p value is less than0.090, hence, there is a relationship TV advertisement watched by the
children have an influence on the patterns of consumption and habits of children of relevant
families of Karachi. And research shows that the advertisements give directly impacts on
children buying behavior and create trouble for parents to buying required children required
confectionery products on children demands.
The two tests Pearson and Spearman correlation tests were conducted, and it was found that p
value is less than0.060, hence, there is a relationship between TV advertisements watched by the
children have an influence on the children choosing advertising heroes as their role model of
relevant families of Karachi. However, the relationship is moderate in nature but, the weak
hypothesis of this study is accepted. During seen advertisements children make hero in his mind
and try to re-act same as advertisement actor.The two tests Pearson and Spearman correlation
tests were conducted, and it was found that p value is less than0.035, hence, there is a
relationship between TV advertisements watched by the children on the socializing process of
children of relevant families of Karachi. However, the relationship is weak in nature but, the
weak hypothesis of this study is accepted. After seen Television advertisements the kids forget
his social activities, and in free time they discuss or performed same as role model hero.The two
tests Pearson and Spearman correlation tests were conducted, and it was found that p value is
less than 0.05, hence, there is a relationship between TV advertisements watched by the children
and buying and purchasing decision making of relevant families of Karachi. However, the
relationship is moderate in nature but, the first hypothesis of this study is accepted. The
television advertising increases the influences on children to buying or purchasing the advertised
products.

Recommendation:
Some recommendations regards are:

- Parents should educate and discuss about advertising to children for decision to buying
better confectionery products.
- Parents should help to children analyze healthy and unhealthy products.
- Parents to educate kids about choose to his role model his teacher, religious leaders,
doctors, engineers, and other successful personalities.
- Parents to provide kids good gathering and increase his good social activities in his life.
- Parents to educate kids about buying products who give batter diet for his health.