Impact of Television Advertisements On Children's Behavior: January 2017

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Impact of television Advertisements on Children's Behavior
Thesis · January 2017

DOI: 10.13140/RG.2.2.34984.16641
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Impact of Television Advertisement on
Children’s Behavior
___________________________________________________
Gulraiz Ghaffar - 13061513-048
Usma Noreen - 13061513-052
Department of Statistics
BS - 7th - Fall 2016

_____________________________________________________________________
______________________________________________________________________________
DEDICATED
This Thesis is dedicated to ALLAH Who gives me the power to
reach this position and to my Teachers Whom Support and help me
step by step that I can achieve this task. To my beloved Parents
and the family members whom supported, encouraged and helped
me in every field of my life. It is by the virtual of their prayers, I
have been to reach this position. To my friends whom I love and to
all of those who helped me.
i
Acknowledgement
We started our Mini Thesis with the help of Almighty Allah, as without the help of Allah Almighty
we cannot achieve such big achievement. The special thanks to our parents who play an important
role and who are the first institute of learning in our life. The role of parents and their prayers
really motivate us to just do the best and indulge our best in the Mini Thesis. A very warm and
sincere Thanks to our beloved teacher Mr. Muhammad Jabbar who really provides us an
excellent service and support in every point where we got stuck and he just help us and solve our
problems. Without the guidelines of him we can’t fulfills the goal he just gave to us.
ii
Abstract:
Television advertisements are considered as one of the most effective source to influence the
children’s buying behavior. In this research paper we examine how TV advertisements are
associated with children’s behavior in today’s children from District Gujrat, Pakistan. We
investigate the impact of different types of TV advertisements that was Food Advertisement,
Violent advertisement, Music advertisement, Exposure in Advertisement and Repetition of
Advertisement on children’s buying behavior. This research goals to answer the questions that
whether the residential background of children i.e. rural, urban and semi urban has a changeable
impact on the behavior due to the television advertisements. We also compare the impact of
television advertisements among having different educational background and among those having
different income level households. For this purpose, we visited different areas in Gujrat, Pakistan
and checked the response of children’s parent. The current study is based on primary data which
is conducted on a 5 - point Likert scale (1 = Strongly Disagree, / 2 = Disagree, / 3 = Neutral, / 4 =
Agree, / 5 = Strongly Agree) questionnaire. Different households of Gujrat were selected at
random and a total of 175 questionnaires were circulated, but we recorded 150 questionnaires so
the response rate was 87 %. The collected data was analyzed and we run correlation and regression
analysis, ANOVA and T-test through SPSS. The results exposed that there is positive and
significant relationship of all independent variables with Children’s behavior. The results of the
research paper show that all class of people are agree with the statement that television
advertisements have considerably influenced their children’s behaviors. Finally, we have some
findings, limitations, conclusions and suggestions which has been written in this research paper.
Key Words:
Education, Age, Exposure in advertisement, Food advertisement, Violent advertisement, Rock

music, TV viewing hours, Marital status, Gender power, Children’s buying behavior.
iii
Table of Contents
INTRODUCTION: 2
RESEARCH QUESTION: 4
FINDINGS: 4
PURPOSE STATEMENT: 4
OBJECTIVES: 4
SIGNIFICANCE OF THIS STUDY: 5
THEORETICAL FRAMEWORK: 6
HYPOTHESIS: 7
REVIEW OF LITERATURE: 10
MATERIAL AND METHODS 17
TYPE OF RESEARCH: 17
POPULATION: 17
TARGETED POPULATION: 17
SAMPLE SIZE ESTIMATION: 17
SAMPLING SCHEME: 17
RESEARCH DESIGN: 17
DATA COLLECTION TOOL: 18
DESCRIPTION OF DATA COLLECTION TOOL: 18
DATA ANALYSIS: 18
SOFTWARE: 18
LIMITATIONS OF STUDY: 18
RESULTS AND DISCUSSIONS 20
RELIABILITY OF THE QUESTIONNAIRE: 20

TABLE # 1: RELIABILITY STATISTICS: 20
FREQUENCY OF THE DEMOGRAPHIC INFORMATION: 21
TABLE # 2: DEMOGRAPHIC FACTORS: 21
GRAPHICAL REPRESENTATION OF DEMOGRAPHIC INFORMATION: 22
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DESCRIPTIVE STATISTICS OF ALL FACTORS: 27
TABLE # 3: DESCRIPTIVE STATISTICS: 27
DESCRIPTIVE STATISTICS AND FREQUENCY OF ALL ITEMS OF ALL FACTORS: 28
TABLE # 4: CHILDREN’S BEHAVIOR: 28
TABLE # 5: CHILDREN AGE GROUP: 29
TABLE # 6: EXPOSURE IN ADVERTISEMENT: 29
TABLE # 7: GENDER POWER: 30
TABLE # 8: REPETITION OF ADVERTISEMENT: 30
TABLE # 9: VIOLENT ADVERTISEMENT: 31
TABLE # 10: FOOD ADVERTISEMENT: 31
TABLE # 11: ROCK MUSIC: 32
REGRESSION ANALYSIS: 33
TABLE # 12: MODEL SUMMARY: 33
TABLE # 13: MULTICOLLINEARITY DIAGNOSIS: 33
TABLE # 14: COEFFICIENTS: 35
CORRELATION ANALYSIS: 38
TABLE # 15 : CORRELATION MATRIX: 38
COMPARISON ANALYSIS: 41
TABLE # 16: INDEPENDENT SAMPLE T-TEST ANALYSIS ON MARITAL STATUS BASE: 41
TABLE # 17: ANOVA ON TV VIEWING HOURS BASE 42
TABLE # 18: ANOVA ON PARENTAL EDUCATION BASE: 44
TABLE # 19: ANOVA ON AREA OF RESIDENCE BASE: 46
CONCLUSION: 49
RECOMMENDATIONS: 51
LIMITATIONS: 52
REFERENCES: 53
QUESTIONNAIRE 54
v
CHAPTER
1
1
Introduction:
Nowadays television is one of the strongest medium of communication, which communicates the
new information to the public in no time. All the means of communications has their own
specifications and have the broader communication map in their own. The television is a mass
media, which can influence the individual’s behavior, life style and the living standard by cultural
differences. Many marketers of the big multinational companies to advertise their product to the
general public use the television as the primary medium of exchange. Spending heavy finance on
that to expand their product with the different qualities and specifications all around the world to
target the public and also to aware them and born their interest in their products.
The children in America spend almost 28 hours (on the average) per week in watching television
(UNESCO’s statement, 26th July 2000). Children who watch excessive television brings laziness,
idleness and may be the one who do not take participation in games and are consumers of fat and
high energy snack food. Commercials has both negative and positive aspects. They do not reveal
the foods children should eat to retain themselves healthy. Different sports and hobbies consisting
physical work are the source of energy whereas Television viewing is a source of useless energy
(Bartsch and London, 2000). On the other hand, positive aspects of television viewing are that it
helps in polishing the children knowledge, provide information, educate them, and gave skills how
to handle different people in different situations. Television is a medium which is every time
available to nearly all children. Most of the children around the world almost spend about 2 to 3
hours daily watching television. Less than 10 years’ children face problem in understanding
television programs. But above 10 years’ children understanding level is good and make decisions.
Children are like sowed seeds, expected to grow and bear good fruits. This can only be attaining
when their lives are properly guided. Most countries of the world have laws to guide the circulation
of effective messages, especially those sent through the television and internet. Thus TV is the
most powerful medium that affects through its content that is infotainment. The purpose of our
study is to explore the effect of TV advertisements on attitude, behavior and life style of children.
Children behavior is an important measurement of Children’s mental health and has consequences
for outcomes in later life (Carol Propper, 2007).
Advertising is the very effective source to effect the mind of viewers and gives viewers exposure
towards a particular product or service. Also television advertisements attract children with
2
images, graphics, accounts and stories of live. Television advertisement is the most influential
media even there is no acting of purchase the product still remains in our consciousness (Ng, Chee
Huat,2008).
Advertisements creator cast child actors therefore children reacted very positively. Child can easily
identify the advertising character that appeared to be the similar in age & lifestyle (Kinsey, 1987).
Advertising plays an important role in business presentation and is a useful strategy to attract
consumers. (Nawaz T. 2014)
The present study is to examine the impact of television advertisement on children, and how it
leads to consumerism of product. Also this research finds the relationship between television
advertising and its impact on children preferences, Food advertising, Brand preferences and buying
behavior of the children. Advertisement is the most influential and powerful medium in the present
commercial society. As for as its influence on society is concerned, advertising is second only to
movies. (Narasimhamurthy N. 2014)
In recent years, researchers have found that children played an effective role in purchasing goods.
And one of the most important and effective factors that motivating children to buy and consume
the products and goods in advertising, particularly through television. Therefore, the present study
has tried to investigate the relationship between watching television advertisement and
consumption pattern among children. (Sara SS. Ate 2013)
Children also purchase product through the school advertisement and internet advertisement
children purchase products by watching advertisement on internet and school exhibitions. Age of
children also influence the purchasing of the children because less aged children less influence by
the advertising and more aged children purchase more advertising products for example 10 year
children less understand the product advertisement as compare to the 15 year children who
understand fully advertisement and he purchase more advertisement product. In this research we
also discuss the relationship between food advertisement and children buying behavior because
children purchase more food products as compare to other products. More than one quarter of
television advertisements during evening programs based on food advertisement because children
more like the food advertisement. Children buying behavior also depends on the T.V viewing
hours because when children watch more T.V the watch more advertisement and purchase more
products.
3
Research Question:
Advertisements from any source about different products always have a great impact on children’s
behavior but as children mostly watch television advertisements so the mostly pay their intention
on TV advertisements. Children always want to buy and taste new brand or they purchase new
products due to their most favorite and ideal personality. That’s why it is important to point out
the reason of children’s buying behavior due to TV advertisements, the following question comes
in the mind.
“How the children’s buying behavior is change after watching the television advertisements?”
Findings:
Almost all the respondents agreed with the statement that there is an impact of television
advertisement on children’s behavior. The other tests like correlation analysis, regression analysis
and t-test also describes that there is an impact of TV advertisement on children’s buying behavior.
Purpose statement:
Our purpose of this research is to quantify that either the television advertisement impact on
children’s buying behavior or not. We read different research papers and articles about this
problem and conclude that some researchers agreed that television advertisements have the impact
on children and some researchers disagreed about this statement. But almost researchers are agreed
that television advertisements have the impact on children’s buying behavior.
Objectives:
The main objective of our research is to find out the theoretically and experimentally the relation
of the TV advertisements with children’s behavior. Our specific objectives include
1. To find out either parental education matter in the condition that TV advertisements have
impact on children’s buying behavior or not.
2. To find out that TV advertisements have positive effect on children or negative.
3. To find out that which factors have more impact on children buying behavior.
4
4. To find out that the children from different residences (Rural, Urban, Semi urban) are
equally affected by TV advertisements or have any difference in their behavior.
5. To find out the responses of TV viewing hours towards the TV advertisement on children
buying behavior.
6. To find out how television advertisements influences on the children of different living
standards.
7. To tell the Adds agencies that by attacking the children through their advertisements will
be more effective for them or not.
Significance of this study:

In one way, this type of study is very essential and helpful for every sort of industry who wants to
increase the sales of their product. By this research we can evaluate that how the business zone
and all the advertising agencies can progress in their commercials to attract a major portion of the
population. This research can play a vital role because we can take decisions according to the
results of the research. If results of the research show that television advertisements haven’t
influence on children’s buying behavior, then companies can take the decision that they shouldn’t
make those type of advertisements in which they attack on children’s buying behavior and vice
versa.
But in another way, this research is also helpful for our society to guide the future of our children
against the objectionable and undesirable effects of TV advertisements. It is also expected that this
research would significantly add to already existing body of facts and figures, mostly, on the
influence of television advertisements on children’s behavior and on media effects. The
significance of this study in Pakistani perspective is very compulsory because before this research
we not see any study on this issue in District Gujrat, Punjab, Pakistan. This research might be
useful for industries in Pakistan because the situations and environments of every state are changed
so this research is needed.
5
Theoretical framework:
Exposure in
Advertisement
Children Age group
Gender Power
CHILDREN
Repetition of
Advertisement BEHAVIOR
Food Advertisement
Violent Advertisement
Rock Music
 Dependent Variable:
 Children’s Behavior
 Independent Variables:
 Children’s Age group:
 Exposure in Advertisement
 Gender Power
 Repetition of Advertisement
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 Violent Advertisement
 Food Advertisement
 Rock Music
Hypothesis:
H1: Exposure in television advertisement significantly impact on children behavior
H2: Children’s age group significantly impact on children behavior
H3: Gender power advertisement significantly impact on children behavior
H4: Repetition of television advertisement significantly impact on the children behavior
H5: Food advertisement significantly impact on the children behavior
H6: violence in the television advertisement has significant impact on children behavior
H7: Rock music advertisement significantly impact on the children behavior
The exposure in advertisement has the positively effect on the children behavior as the exposure
creates the materialism sense in the children by which they badger their parents to buy certain
products which on the other way good or bad for health. The exposure creates the demanding sense
in the child that provokes them to insist their parents to buy certain product, which may be not
matched with the child gender or age. In that hypothesis we checking that did the exposure in
advertisement significantly impact on the child behavior or may be not due to other reason.
Children age matter a lot when we talk about the impact of advertisement on children behavior.
So the hypothesis is to check that children age group significantly impact on children behavior or
may be not due to other reason.
The gender power occurs when the opposite sexual attractiveness in the advertisement make the
product more valuable through celebrity’s concept indulging. Which effects on child positively in
that we state the hypothesis that will the gender power significantly impact on children behavior
or not.
The repetition of advertisement has the positive affect on children behavior as it increases the
learning and memorizing power of the child, build that hypothesis to check that will repetition of
7
advertisement significantly changes the children behavior while when they watch any
advertisement they become demanding for that certain product.
The food advertisement as by the literature shows positive effects on the children mind. So we
state the hypothesis to check that will food advertisement impact on children behavior or may less
in other conditions.
The violent advertisement has the negative affect on children behavior as from the literature review
to certain that concept that always violent advertisement creates negative impact. So the hypothesis
is to check that violent advertisement significantly impact on children behavior or may be not due
to other reason.
The rock music in the advertisement make the product more valuable through attractive songs.
Which effects on children positively in that way we state the hypothesis that will the rock music
significantly impact on children behavior or not.
8
CHAPTER
2
9
Review of Literature:
The literature reviews of the factors in which we study about the previous research made on that
factor that how these factor changes the children behavior in definite way and what the
consequences about the factors.
The advertisement is to construct awareness, sponsors products, its features and persuades the
children to buy, but the perception is diverse, it may have the broader sociological impact.
Advertisement improve materialism in children since it acts as a stimulator to stimulate wishes for
the products that would not vital for them otherwise (Wulfemeyer & Muller, 2007; Greenberg &
brand, 1993) The appearance of the product in advertisement includes such stimulator which
motivates the child to observes that product is for him. The awareness in that the children ask again
and again their parents to buying those products they may not otherwise purchase. The gap is the
child at every situation annoy their parents about any product which has familiarity with him
available. The children use the commercial for the sake of getting acquaintance with the new
brand/product. They how used that particular brand for the usage purpose. Children have the ability
to consider their wants according to the products commercialized. That further helps him to while
on shopping with its parents. (Mcneal & Ji, 1999) The child only not memorizes the product
description but also the important thing is the unnecessary product/brands fro it he/she bargain
their parents to buy. The gap is the children really have the skills to quantify not every feature of
the advertisement as the child learn for the advertisement, so the child not only purchase its
relevant product it also that if child lookouts’ adult’s products/brand it can also demands that for
the parents. The negative exposure to TV commercializing, it has very instinctive effects of
commercializing on the children. (Kunkel, 2001)
The major gap is also if the item is related with the child and it provokes its parents to purchase
may be that item he less healthy for him. The study defines that the younger children are more tend
to from a behavior towards the items that it lookouts from commercial, the message of
advertisement may be diffused or complex in nature and decision made by the child with the
exposure in advertisement (Austen et al, 1977). The children stage feels difficulty to recall the
pervious stored information and in making the decision (Kobasigawa, 1977). As the child have the
more memory to store the item description as it’s the gap that the child anytime during the items
it lookouts it attaches its consideration with that item. The child also uses the pester power as it
10
knows its parents did not purchase that item for him. So it also strengthens its memory about
certain item so the peer influences can help him to get more information about that item. The
researcher shows that the children’s item knowledge is firstly based on TV commercial and get
information by discussing it with its peers, friends and whom they observe and expert (Caron &
Ward, 2004).
The effect of the TV commercial on children is seem like to be strong enough for them according
to their thinking and in their growing stage. The mental capacity of the children is so strong as
compared with the youngsters because the children learning, observing and thinking power is
more. Children use the commercial for getting association with the brands and items and its
availskills and usage. Children take the commercial as reality and belief and also observes about
the commercial brand/item. These will help them to keep store in its mind to further open up and
purchase through their parents (Mcneal & Ji, 1999). The effect of the TV commercial on children
memory and almost also its behavior is the major debate in many countries for marketing and the
market forces (Boddewyn, 1984). While looking at the children response to TV commercial is a
research that related with the children purchasing and food choices because of the exposure to TV
commercials (Gorn and Goldberg, 1982). It also found that the children with heavy exposure to
TV commercial is more likely to recall brands while shopping with their parents (Atkin, 1981)
While focuses on the TV commercial the responses includes entertainment, confusion, relevant
news, brand reinforcement, empathy, familiarities and alienation (Schlinger, 1979).
The experimental studies found that the children exposure to TV commercial is likely to recall the
brands/items (which the children see in commercial) while shopping with their parents. The
children watch commercial with their parents, the shown item commercial left strong effect on
their mind. The children demand the commercialized food item and toy while gone for the
shopping with the parents (Atkin, 1981). The children are the key weapons for the marketers to
target them also they define their stages and its dependent on their mental behavior to target them.
The children ranging in between the defined stages such as from 6 years to 11 years watch
commercial 3 hours a day (Adler et al, 1980). The period of watching TV may consist on short
term or long term; it is the really true measures that when the child lookouts any TV commercial
it saves its favorite features of the commercial in its mind to further process in future.
11
The child memory is so strong that if it listens anything with concentration it saves, so the child
watched brand and during the shopping with their parents they always demand for that brand which
they watched in the TV commercial, so learning is strong of them. The TV commercial exposure
of children and their purchase preference as well as the number of purchasing while doing
shopping with their parents regarding their exposure (Galst and White (1976). The exposure to
commercial constructs the materialism in the children, as it acts as the stimulator which rose desire
to purchase that commercialized item (Wulfemeyer& Mueller, 2007; Greenberg & Brand, 1993).
Due to children gave importance to the physical goods in commercial; children conceive material
goods and money important for personal happiness and take it as its watch in commercial
(Wulfemeyer & Mueller, 2007). The child when lookouts that item may be which is for the mature
children its think when it gets it constructs and make them relax (Greenberg & Brand, 1993;
Liebert, 1986; Wulfemeyer).
The exposure of commercial constructs the children more desirable for the item that they saw in
commercial, as that purchase will be not for that level of the children but during shopping they
insists their parents for that item particularly. The anticipated commercial effect refers to children’s
brand understanding and also the behavior of the brand and its purchase (Kenneth et al., 2007).
The children item knowledge is mostly based on the TV commercial and commercials; also they
get the information about the item information by discussing the commercials intend with the
fellows and with their parents (Caron & Ward, 2004.)
The children, who watch TV commercial particularly more, always tend to fat because of eating
the less healthy food, also less doing activities of running, cycling, jumping and exercise. The
children food selection is rounding with the commercialized item such as candy, snacks, cereals,
beverages and almost the fast food items (Macklin, 1987). The children food preference is highly
dependent on TV commercial however it regarding children behavior conveys imbalanced
nutritional message. The positive relationship between the food commercial and the children
remember for the food that children eat and also demand (Borzekowski & Robinson, 2001).
The media violence is recognized as a potential contributor to the increase of anti-social behaviors
in children (Ledingham, Ledingham, & Richardson, 1993). Media violence is especially damaging
to young children because they did not tell the difference between real life and fantasy. The child
12
did not have the skills to think about the violence characteristics which can harms its brother and
sister due to its aggressive behavior that is the gap which really important.
The violence is as by definition is actions depicting deliberate harm to victims who would not to
hook up in that harm. The children really found of the aggressive part of commercial while parents
are expressed little concern about the effect of violent commercial on children. Both the children
and parents connected with violent actions that result in children negative learning. The quantity
of aggression on TV is on rise and also very more. The normal child lookouts the TV commercial
that related with the violent features, as interpretation in sense of assassination and rape. Further
that the increase in the TV violent behavior also increases the violent actions in the children; also
effect on the boys. The recent studies indicate that media violence is recognized as a very heavy
partner to increase of harmful behaviors in children (Ledingham, & Richardson, 1993).
Many associations think about the kind of value and behavior that include by disclosures to certain
kind of media objects particularly in the movies and films (Kubey & Larson, 2005). The TV
commercial could provide the original aggressive scripts, which the children have the skills to
store, and the child stores in its memory. The TV violence might affect the behavioral changes and
emotional characteristic; the result will be in short term and have serious outcomes if that violence
arose (Potts, Doppler, & Hernandez, 1994).
The amount of violence and aggression on TV has increased to a very harsh state and also on very
unexpected prospective (Paquette, G., 2007). The children observe much violent acts on
commercial on TV, including the act in commercial regarding the murder, rape and kidnapping
aspects. The heavy exposure of violence programs increased aggression (Johnson et al., 2002).
The repeated transmission usually enhances their attention towards the commercial (Barcus et al.,
2004) the commercial repetitions are based on long term in which the advertiser advertises its item
for longer term. The commercializing appeal uses the techniques of repeating the item name
several times during the commercial. The best part of commercial is the “Jingles” which often used
in the commercializing techniques to linger the item name in the mind of the mass public. The
repeated transmission usually enhances the attention of the children towards the commercial also
its features that attracts the children more. The children every time when saw any commercial
aspects it stores in its memory. It is found that children tend to lose interest due to repeated
transmission of the TV commercials. The direct relationship is found in the transmission repetition
13
and skills of to attract children’s attention (Barcus et al., 2004). The children have the strong
observing power from which they observe anything which going on in their front, they grasp the
different features of the seeing and prepare their selves to do that act or state. The advertiser put
all those features that the child really captures during watching. The advertiser has the main focus
on children to make its item effect more. Children purchase decision has importance for the
advertiser, as the advertiser not only targets the children at home but also in the schools and
classroom by their brand/item (Barcus et al., 2004)
The way in which the children acquire gender proper behavior and their influences of TV
commercializing upon the child perception and rebuild of gender fancy (Smith, 1994) The
commercial has the right to use theme and character they believe will sell their items most
effectively, they need also to appreciate the social implication of their activities. The many of the
commercial (cartoon based) is also made for the separate gender but launches overall to the
children. The female oriented commercial is on, on the TV, which really influences the child. The
commercial basically consists of two parts of characters one is male oriented and second one is
female oriented commercial. The commercial on different gender has different effect on the
purchasing and consuming. The gender based commercial constructs the sense of differentiate in
the mind of viewers to separate their gender commercial from the other gender commercial. The
advertiser includes the different features in the commercial. In the commercial the child has the
variety to observe the gender based commercial although the male and female observing of
commercial is not same. (Courtney & Whipple 1983). The female child oriented commercial never
be interested for the male child’s as other hand the boys are aggressive in nature so have different
behavior as compared with female children. The children basically observe and realize from the
character symbolized in commercial apparent shapes and support of gender. (Courtney & Whipple
1983)
The tobacco items commercial, the tobacco-selling marketers have a strong strategy to sell their
items to the children firstly, to provoke them. The marketers always market their item of tobacco
just to induce the child to them. The promotion of the tobacco items always market by the markets
to influences the children more by giving free item with it so the child involves to purchase
(Hammer, 2001)
14
The commercial in which the marketers market this kind of items/brand, which is very bad,
resulted in the end for the children. The learning observation of the child is very high as it can
absorb any kind of information through any channel. So the marketers make drugs commercial
such as tobacco commercial. In which the scenes, acts, videos and visualization constructs
attraction for the child to indulge with that item. So if the parents in some use that tobacco item
the child becomes more mentally strong. The tobacco advertiser make tactic that connecting
tobacco items, associated with it by growing-up and it may be calm, so the children desires as they
develop to purchase that item and being more inspiration by watching tobacco item in commercial
(Hammer, 2001 & Kilbourne 2000). When the positive belief is made by the children by watching
the tobacco item commercial, now they have more craze to use and can be addicted of it (Moe,
2000).
Due to children’s importance in purchasing decision, advertisers target the children not only in
households but also in schoolrooms and institutes (Barcus, 1980). A single commercial may effect
a little whereas repeated exposure to commercial may produce a strong determination for the
commercialized item as compared to others (Robertson & Rossiter, 1979). In addition to
commercial, the purchasing decision can be influenced by parents, teachers, friends and direct
experience. Other factors may include socio-economic position and cultural back-ground of the
children and also the education levels their parents (Galst & White, 1976).
15
CHAPTER
3
16
Material and Methods
Type of research:
This problem of research is based on according to reference period retrospective prospective study
but this is the cross sectional study. I conduct the information from the respondent just one time
because I want to see the impact of television Adds on children’s behavior.
Population:
I selected children’s (male and female) of Gujrat city for the survey.
Targeted population:
Our target population is based on those households which have children of both gender, either
male or female having age between 5 to 16 years and they also have television in their houses in
District Gujrat where there are almost 25,000 – 30,000 households.
Sample size estimation:

In this research, we need a sample of size 380 (using Sample Size Calculator by Raosoft) with 5%
margin of error and 95% confidence interval but I have taken a sample size of 150 households as
it is convenient to us. Because we are working on a mini thesis and a sample of size 380 is creating
some difficulties.
Sampling scheme:
In this mini thesis, the sampling scheme which we used is simple random sampling (SRS) because
it is convenient to us and by using this sampling scheme we can easily cover our target population
and collect information from our potential respondents.
Research design:
In this research cross sectional study design is used because I collect the data in the form of
questionnaire at one and single time. I go to the respondent and collect the information about the
problem.
17
Data collection tool:
For the purpose of collecting the data I use questionnaire as a data collection tool.
Description of data collection tool:

As mentioned earlier that we use questionnaire to collect information from the respondent. In this
questionnaire two sections are conducted. In section - 1 respondent information’s are conducted
and in the section - 2 questions are asked to the respondents which are selected from the whole
population. The questions in section - 2 are designed according to our objectives.
Data Analysis:
Here as we check the impact of television Advertisement on children’s buying behavior so we
apply regression analysis. We also apply correlation techniques to check the relationship between
the factors. We also use independent sample T test and ANOVA to check the difference between
different groups.
Software:
In this research we used statistical packages for social sciences (SPSS) version 21.0 for analysis.
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 Gujrat city households and there nearby rural and semi urban
areas as my study population because it is easy to me to approach them. I only selected sample of
150 based on both male and female respondents because of limitation of time.
18
CHAPTER
4
19
Results and Discussions
In this chapter we calculate our results with respect to our objectives. We calculate our results
according to our objectives we find that analysis or perform that descriptive analysis which are
helps to meet our objectives. Our analysis should be according to our objectives in this chapter.
We also discuss results and should be interpreted on it.
Reliability of the Questionnaire:

The Reliability analysis in qualitative data is the skills of a tool to provide nearly the identical
results in frequent measurement under the same conditions. The current study is conducted on a
5 - point Likert scale (1 = Strongly Disagree, / 2 = Disagree, / 3 = Neutral, / 4 = Agree, / 5
= Strongly Agree ), and Reliability analysis is validated by the Cronbach’s Alpha. The minimum
acceptable value of Alpha in social sciences is 0.70. But as we work on a mini thesis so for the
questionnaire used in this study it is also accepted at 0.50.
In SPSS software we check the Reliability of the Questionnaire to validate the Cronbach’s Alpha
value. If the Cronbach’s Alpha value is greater than 0.50 in our case, then we can say that our data
collection tool is good for further analysis. The value of Cronbach’s Alpha for each variable is
given in the following table:
Table # 1: Reliability Statistics:
Variable No. of Items Cronbach's Alpha

Children’s Behavior 3 0.853
Children’s Age group 3 0.803
Exposure in Advertisement 4 0.806
Gender Power 4 0.849

Repetition of Advertisement 4 0.873
Violent Advertisement 5 0.918

Food Advertisement 6 0.859
Rock Music 3 0.769
Overall 32 0.863
20
Here in the above Table-1 the Cronbach’s Alpha values of all the factors are greater than is 0.7,
and the overall Reliability of this questionnaire is also 0.863 which is greater than 0.70. It indicates
that our collected data through this questionnaire is internally consistent and reliable for further
analysis.
Frequency of the Demographic Information:

Table # 2: Demographic Factors:
Variable Frequency Valid Percent
Parental Education
Below Matric 11 7.3
Matric 35 23.3
Inter 41 27.3
Graduation 45 30.0
Above Master 18 12.0
Household Income (total) in Thousands
Below 30,000 53 35.3
30,001 – 50,000 56 37.3
50,001 – 70,000 28 18.7
Above 70,001 13 8.7
Area of Resident
Rural 61 40.7
Urban 51 34.0
Semi Urban 38 33.3
Marital Status
Living Together 122 81.3
Separated 28 18.7
TV viewing Hours per Day
0–3 81 54.0
3–6 51 34.0
6–9 11 7.3
9 – 12 07 4.7
Children (Girl) having age 5 to 16 years
currently living in your household
0 14 9.3
1 70 46.7
2 36 24.0
3 25 16.7
4 1 0.7
5 4 2.7
21
Children (Boy) having age 5 to 16 years
currently living in your household
0 16 10.7
1 55 36.7
2 57 38
3 15 10.0
4 5 3.3
5 2 1.3
Graphical Representation of Demographic Information:

Here we show demographic information about all the respondents Graphically. We will represent
Household Income, Area of Resident, Marital Status, TV viewing hour per Day are shown by
Bar Chart and Children of both gender (Boys and Girls) having age 5 to 16 years currently living
in your household are shown by Histogram.
 Parental Education:
22
 Household Income:
 Area of Resident:
23
 Marital Status:
 TV viewing hour per Day:
24
 Children (Girl) having age 5 to 16 years currently living in your household:
 Children (Boys) having age 5 to 16 years currently living in your household:
25
The above Table # 2 and all the Bar Charts and Histogram shows the demographic information
about respondents such as Education, Marital status, TV viewing hours, Number of children, Area
of resident, and Income.
The highest percentage of respondent is in the Graduation group, where 30.0 % respondents have
Graduation degree, where as 27.3% respondents have completed Intermediate education, 23.3%
respondents are those who have passed matric examination, 12% respondents are those who have
done their qualifications in Master, MPhil or PhD degree. Only 7.3 % were metric and below that
was the lowest percentage of respondents.
Those respondents who have their income between 30,001 – 50,000 are 37.3% and those
respondents whose income level is below 30,000 are 35.3%. There are 18.7% respondents whose
income level is between 50,001 – 70,000 and the highest income have the lowest respondents with
only 8.7 % respondents have their income above 70,000.
The highest respondents with 40.7% belongs to Rural areas, 34.0 % respondents were from urban
areas and the lowest respondents with 33.3% belongs to the semi urban areas.
Respondents who were living together have very high percentage (81.3%) as compared to those
respondents who were not living together (18.7%) due to some personal issues like divorce or
death etc.
Lowest time interval to watch the TV have highest respondents with 54%, and as time interval
increases our respondent’s percentage decrease. The time interval 3 - 6 have 34 % respondents and
7.3% respondents have time interval between 6 - 9 and only 4.7% are those respondents who watch
TV between the interval of 9 – 12 per day.
The respondents who have 1 girl child whose age is between 5 to 16 years have highest percentage
with 46.7% and those respondents who haven’t a girl child in their house is 9.3%. The respondents
who have 2 girl children are 24%, with 3 girl children are 16.7% and those who have 5 girl children
are 2.7%. The lowest respondents with 0.7% are those people who have 4 girl children having age
5 to 16 years currently living in their house.
Similarly, the respondents who have 1 boy child have highest percentage with 36.7% and those
respondents who haven’t a boy child currently living in their house having age 5 to 16 years are
10.7%. The respondents who have 2 boy children are 38%, with 3 girl children respondents are
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10% and those who have 4 boy children are 3.3%. The lowest respondents with 1.3% are those
people who have 5 boy children having age 5 to 16 years currently living in their house.
Descriptive Statistics of all Factors:

Table # 3: Descriptive Statistics:
Factors Mean Median S.D S.E of Mean
Children’s Behavior 3.5244 4.0000 .98030 .08004
Children’s Age group 3.3911 3.6667 .97221 .07938
Exposure in
3.6583 3.7500 .78440 .06405
Advertisement
Gender Power 3.5050 3.7500 .99365 .08113
Repetition of
3.2250 3.7083 1.06534 .08698
Advertisement
Violent Advertisement 3.3671 3.8000 1.06655 .08708
Food Advertisement 3.1678 3.3333 .94330 .07702
Rock Music 3.5867 4.0000 .97980 .08000
Here the above Table # 3 shows the results of descriptive statistics, which includes mean, median,
standard deviation and standard error of mean of all the factors include in our study.
The average score of Children’s Behavior is 3.5244 with median 4, Standard deviation
0.98030 and Standard error of mean 0.08004. From these descriptive statistics we can say that the
respondents on the average are agree and satisfy with the statement that children’s behavior
influences due to television advertisements.
The average score of Children’s Age Group is 3.3911 with median 3.6667, Standard
deviation 0.97221 and Standard error of mean 0.07938. It means that the respondents on the
average have a neutral remark about the statement that as children’s age is increasing, they are
more influencing their parents for purchasing of advertised items.
The average score of Exposure in Advertisement is 3.6583 with median 3.75, Standard
deviation 0.78440 and Standard error of mean 0.06405. It shows that on the average most of the
respondents are satisfy in response of exposure in advertisement.
The average score of Gender Power is 3.5050 with median 3.75, standard deviation
0.99365 and Standard error of mean 0.08113. From these descriptive statistics we can say that
27
respondents on the average are almost agree or satisfy in response of the statement that the gender
power influences the children’s behavior and celebrities in advertisement makes it more powerful.
The average score of Repetition of Advertisement is 3.2250 with median 3.7083 standard
deviation 1.06534 and Standard error of mean 0.08698. This shows that on the average the
respondents are neutral in response of repetition of advertisement. It means that those
advertisements which repeated frequently and those which aren’t repeated frequently have almost
equal impact on children’s behavior.
The average score of Violent Advertisement is 3.3671 with median 3.8000, standard
deviation 1.06655 and Standard error of mean 0.08708. This shows that on the average respondents
have a neutral remark in response of violent advertisements.
The average score of Food Advertisements is 3.1678 with median 3.3333, standard
deviation 0.94330 and Standard error of mean 0.07702. It means that on the average respondents
have a neutral remark in response of food advertisement.
The average score of Rock Music is 3.5867 with median 4.000, standard deviation 0.97980
and Standard error of mean 0.08000. From these descriptive statistics we can conclude that the
respondents on the average are agree and satisfy with the statement that children’s favorite singer
or favorite rock music can influence children’s behavior more than other advertisements.
Descriptive Statistics and Frequency of all Items of all Factors:
Table # 4: Children’s Behavior:

Questions S.D.A D.A N A S.A Mean S.D
CB – 1 Frequency 9 18 26 67 30 3.61 1.117
Percent 6.0 12.0 17.3 44.7 20.0
CB – 2 Frequency 10 23 20 71 26 3.53 1.145
Percent 6.7 15.3 13.3 47.3 17.3
CB – 3 Frequency 7 28 28 67 20 3.43 1.083
Percent 4.7 18.7 18.7 44.7 13.3
28
The above Table # 4 shows the frequency distribution and mean with standard deviation of all
questions of Children’s Behavior. The average score is almost close and above to 3.50 for all
questions, so we concluded that respondents were on average agree about these benefits.
Table # 5: Children Age Group:

Questions S.D.A Disagree Neutral Agree S. Agree Mean S.D
AG -1 Frequency 16 22 35 57 20 3.29 1.189
Percent 10.7 14.7 23.3 38.0 13.3
AG – 2 Frequency 10 21 29 61 29 3.52 1.151
Percent 6.7 14.0 19.3 40.7 19.3
AG - 3 Frequency 6 33 33 56 22 3.37 1.102
Percent 4 22 22 37.3 14.7
questions of children age group. The average score is almost below from 3.5 for all questions
except first, so we concluded that respondents were on average neutral about these questions of
children age group.
Table # 6: Exposure in Advertisement:

EA - 1 Frequency 4 14 41 61 30 3.66 .989
Percent 2.7 9.3 27.3 40.7 20.0
EA - 2 Frequency 2 20 33 63 32 3.69 .998
Percent 1.3 13.3 22.0 42.0 21.3
EA - 3 Frequency 4 11 32 77 26 3.73 .924
Percent 2.7 7.3 21.3 51.3 17.3
EA - 4 Frequency 5 19 41 58 27 3.55 1.033
Percent 3.3 12.7 27.3 38.7 18.0
questions of exposure in advertisement. The average score is above 3.5 and almost close to 4 for
29
all questions, so we concluded that respondents were almost agreed about these questions of
exposure in advertisement.
Table # 7: Gender Power:

GP – 1 Frequency 9 25 16 74 26 3.55 1.138
Percent 6.0 16.7 10.7 49.3 17.3
GP – 2 Frequency 10 28 26 61 25 3.42 1.166
Percent 6.7 18.7 17.3 40.7 16.7
GP – 3 Frequency 13 21 17 60 39 3.61 1.253
Percent 8.7 14.0 11.3 40.0 26.0
GP - 4 Frequency 7 27 29 59 28 3.49 1.128
Percent 4.7 18.0 19.3 39.3 18.7
questions of gender power. The average score is almost close and above to 3.5 for all questions,
so we concluded that respondents were almost agree and satisfy about these questions of gender
power.
Table # 8: Repetition of Advertisement:

RA – 1 Frequency 13 39 24 57 17 3.17 1.191
Percent 8.7 26.0 16.0 38.0 11.3
RA – 2 Frequency 11 39 27 47 26 3.25 1.227
Percent 7.3 26.0 18.0 31.3 17.3
RA – 3 Frequency 15 40 9 67 19 3.23 1.255
Percent 10.0 26.7 6.0 44.7 12.7
RA – 4 Frequency 12 38 18 67 15 3.23 1.172
Percent 8.0 25.3 12.0 44.7 10.0
questions of Repetition of Advertisement. The average score is almost close to 3.2 for all questions,
30
so we concluded that respondents were neutral about these questions of repetition of
advertisement.
Frequency of the items of Factor # 6
Table # 9: Violent Advertisement:

VA – 1 Frequency 10 31 29 53 27 3.37 1.190
Percent 6.7 20.7 19.3 35.3 18.0
VA – 2 Frequency 8 35 14 67 26 3.45 1.179
Percent 5.3 23.3 9.3 44.7 17.3
VA – 3 Frequency 15 32 24 56 23 3.27 1.241
Percent 10.0 21.3 16.0 37.3 15.3
VA – 4 Frequency 13 31 10 74 22 3.41 1.216
Percent 8.7 20.7 6.7 49.3 14.7
VA – 5 Frequency 17 20 21 67 25 3.42 1.238
Percent 11.3 13.3 14.0 44.7 16.7
questions of Violent Advertisement. The average score is below 3.5 and almost close to 3.4 for all
questions, so we concluded that respondents were neutral about these questions of Violent
Advertisement.
Table # 10: Food Advertisement:

FA – 1 Frequency 6 47 40 43 14 3.08 1.065
Percent 4.0 31.3 26.7 28.7 9.3
FA – 2 Frequency 6 33 45 53 13 3.23 1.018
Percent 4.0 22.0 30.0 35.3 8.7
FA – 3 Frequency 16 46 31 39 18 2.98 1.218
Percent 10.7 30.7 20.7 26.0 12.0
FA – 4 Frequency 14 37 37 47 15 3.08 1.156
Percent 9.3 24.7 24.7 31.3 10.0
FA – 5 Frequency 5 37 56 38 14 3.13 .999
Percent 3.3 24.7 37.3 25.3 9.3
FA – 6 Frequency 9 19 51 61 10 3.29 .980
Percent 6.0 12.7 34.0 40.7 6.7
31
questions of Food Advertisement. The average score is almost close to 3 for all questions, so we
concluded that respondents have almost neutral remark about these questions of Food
Advertisement.
Table # 11: Rock Music:

RM – 1 Frequency 7 18 26 65 34 3.67 1.096
Percent 4.7 12.0 17.3 43.3 22.7
RM – 2 Frequency 11 16 28 73 22 3.53 1.097
Percent 7.3 10.7 18.7 48.7 14.7
RM – 3 Frequency 9 20 29 62 30 3.56 1.132
Percent 6.0 13.3 19.3 41.3 20.0
questions of Rock Music. The average score is almost close to 4 and greater than 3.5 for all
questions, so we concluded that respondents were satisfy about these questions of Rock Music.
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Regression Analysis:
Here in this section, we use regression analysis to check the effect of independents variables such
as Children Age group, Exposure in Advertisement, Gender power, Repetition of Advertisement,
Violent Advertisement, Food Advertisement and Rock Music on dependent variable i.e.,
Children’s Behavior. The results of regression model were given below:
Table # 12: Model Summary:

R Square Durbin-Watson F P-value
0.383 1.943 12.597 0.000
The above Table # 12 shows model summary of regression analysis, as the value R-square is 0.383
which shows that almost 348.3 % variation in Children’s behavior (which is our dependent
variable) is explained by all the independent variables. Durbin Watson values is 1.943 which
shows that there is no problem of auto correlation in this data. As this data is taken from cross
sectional method so there are very less chances of autocorrelation in this data because
autocorrelation problem mostly occurs in time series data. The value of F-statistics is 12.597 with
p-value = 0.000 which is statistically significant and shows that this model is jointly significant.
Table # 13: Multicollinearity Diagnosis:

Variable Tolerance VIF
Children’s Age group .898 1.113
Exposure in
.872 1.147
Advertisement
Gender Power .884 1.131
Repetition of
.875 1.143
Advertisement
Violent
.960 1.042
Advertisement
Food Advertisement .956 1.047
Rock Music .941 1.063
The above Table # 13 shows VIF and Tolerance values for all independent variables. Here we can
clearly see that all the VIF values are less than 5 and all the Tolerance values are greater than 0.2,
so we can conclude that there is no problem of multi-Collinearity in this data.
33
34
The above both figures, Histogram of standardized residuals and Normal PP-Plot of regression
standardized residuals shows that error term is normally distributed. As now all assumptions of
regression analysis are tested and fulfilled and there isn’t any violation of any assumption. So from
these facts and figures we can say that our model is good fitted.
Table # 14: Coefficients:
Unst. Coefficients St. Coefficients

Variable T P-value
B Std. Error Beta
(Constant) -.822 .483 -1.704 .091
Children’s Age
.160 .070 .158 2.278 .024
group
Exposure in
.209 .088 .168 2.374 .019
Advertisement
Gender Power .193 .069 .196 2.796 .006
Repetition of
.197 .065 .214 3.042 .003
Advertisement
Violent
.177 .062 .192 2.861 .005
Advertisement
Food
.161 .070 .155 2.297 .023
Advertisement
Rock Music .173 .068 .173 2.540 .012
Dependent Variable: children’s Behavior
Here the above table shows the results of coefficients of regression analysis by keeping Children’s
Behavior as dependent variable and Children Age group, Exposure in Advertisement, Gender
power, Repetition of Advertisement, Violent Advertisement, Food Advertisement and Rock Music
as independent variable.
1. The beta coefficient of Children Age group is 0.160 with p-value = 0.024 which is less than
the alpha value i.e., 0.05; It means that Children Age group is statistically significant and
positive and we can conclude that the Children Age group effect Children’s behavior with
0.160 rate of change as one-unit increase in Children Age group make 0.160 units increase
in Children’s behavior.
35
2. The beta coefficient of Exposure in Advertisement is 0.209 with p-value = 0.019 which is
less than the alpha value i.e., 0.05; It means that Exposure in Advertisement is statistically
significant and positive. We can say that the Exposure in Advertisement effect Children’s
behavior with 0.209 rate of change as one-unit increase in Exposure in Advertisement make
0.209 units increase in Children’s behavior.
3. The beta coefficient of Gender power is 0.193 with p-value = 0.006 which is less than the
alpha value i.e., 0.05; It means that Gender power is statistically significant and positive.
So we can say that the Gender power effect Children’s behavior with 0.193 rate of change
as one-unit increase in Gender power make 0.193 units increase in Children’s behavior.
4. The beta coefficient of Repetition of Advertisement is 0.197 with p-value = 0.003 which
is less than the alpha value i.e., 0.05; It means that Repetition of Advertisement is
statistically significant and positive. So we can say that the Repetition of Advertisement
effect Children’s behavior with 0.197 rate of change as one-unit increase in Repetition of
Advertisement make 0.197 units increase in Children’s behavior.
5. The beta coefficient of Violent Advertisement is 0.177 with p-value = 0.005 which is less
than the alpha value i.e., 0.05; It means that Violent Advertisement is statistically
significant and positive. So we can conclude that the Violent Advertisement effect
Children’s behavior with 0.177 rate of change as one-unit increase in Violent
Advertisement make 0.177 units increase in Children’s behavior.
6. The beta coefficient of Food Advertisement is 0.161 with p-value = 0.023 which is less
than the alpha value i.e., 0.05; It means that Violent Advertisement is statistically
significant and positive. So we can conclude that the Food Advertisement effect Children’s
36
behavior with 0.161 rate of change as one-unit increase in Food Advertisement make 0.161
units increase in Children’s behavior.
7. The beta coefficient of Rock Music is 0.173 with p-value = 0.012 which is less than the
alpha value i.e., 0.05; It means that Rock Music is statistically significant and positive and
we can conclude that the Rock Music effect Children’s behavior with 0.173 rate of change
as one-unit increase in Rock Music make 0.173 units increase in Children’s behavior.
37
Correlation Analysis:
Correlation is a statistical technique that is used to measure and describe the strength and direction
of the relationship between two variables. We use correlation analysis to check the linear
relationship between dependent variable and independent variables and also for all variables.
Correlation’s Range and Strength:

Statistical correlation is represented by “ r “. Its numerical value always ranges from +1 to – 1.
As mathematically it is stated as
–1 < r > +1
It gives us an indication of the strength of relationship. In general if
r = +1.0 describes a perfect positive correlation.
r = –1.0 describes a perfect negative correlation.
r = 0 indicates no relationship or that the variables are independent and not related.
The Correlation analysis are shown in below Table with all possible pairs of correlations.
Table # 15 : Correlation Matrix:

CB AG EA GP RA VA FA RM
CB 1
AG .303** 1
EA .328** .097 1
GP .317** .147 .288** 1
RA .362** .242** .205* .053 1
VA .277** .016 .057 .135 .119 1
FA .238** .090 .077 -.017 .177* .015 1
RM .292** .176* .124 .084 .079 .105 .107 1
* Correlation is significant at the 0.05 level
** Correlation is significant at the 0.01 level
Hypothesis for Correlation:
H 0 : There is no linear relationship between variables.
H1 : There is a linear relationship between variables.
Level of Significance: α = 0.05
38
Decision Rule:
If P-value less than 0.05 then reject null hypothesis.
The above table shows the correlation matrix of all independent variables with dependent variables
and also with each other. All the independent variables have a positive and significant linear
relationship with dependent variable i.e., Children’s Behavior. But the correlation between some
of the independent variables isn’t significant with other independent variables.
1. The correlation between Children’s Behavior and Children Age group is 0.303** which is
positive and significant correlation at level 0.01. This is a weak linear relationship between
Children’s behavior and Age Group of children and it means that if we change the intensity
of age group then little effect on the Children’s behavior will arise.
2. The correlation between Children’s Behavior and Exposure in Advertisement is 0.328**,
which is positive and significant correlation at 0.01 level. This is a weak linear relationship
between Children’s behavior and Exposure in Advertisement, it means that if we change
the intensity of Exposure in Advertisement then little effect on the Children’s behavior will
arise.
3. The correlation between Children’s Behavior and Gender Power is 0.317** which is
positive and significant correlation at 0.01 level. This is a weak linear relationship between
Children’s behavior and Gender Power in Advertisement, it means that if we change the
intensity of gender power in Advertisement then little effect will arise on the Children’s
behavior.
4. The correlation between Children’s Behavior and Repetition of Advertisement is 0.362**,
which is positive and significant correlation at 0.01 level. This is a weak linear relationship
between Children’s behavior and Repetition of Advertisement, it means that if we change
39
the intensity of Repetition of Advertisement then little effect will arise on the Children’s
behavior.
5. The correlation between Children’s Behavior and Violent Advertisement is 0.277** which
is positive and significant correlation at 0.01 level. This is a weak linear relationship
between Children’s behavior and Violent Advertisement, it means that if we change the
intensity of Violent Advertisement then a little effect will arise on the Children’s behavior.
6. The correlation between Children’s Behavior and Food Advertisement is 0.238**, which
is positive and significant correlation at 0.01 level. This is a weak linear relationship
between Children’s behavior and Food Advertisement, it means that if we change the
intensity of Food Advertisement then a little effect will arise on the Children’s behavior.
7. The correlation between Children’s Behavior and Rock Music is 0.292** which is positive
and significant correlation at 0.01 level. This is a weak linear relationship between
Children’s behavior and Rock Music, it means that if we change the intensity of Rock
Music then a little effect will arise on the Children’s behavior.
40
Comparison Analysis:
Table # 16: Independent Sample T-Test Analysis on Marital Status Base:

Marital Std.
Mean Std. Error Mean t-test P-value
Status Deviation
Average of Living
"Children
Behavior"
Together 3.5246 .97623 .08838
.004 0.997
Factor
Separated 3.5238 1.01604 .19201
The above table shows the result of Independent Sample T-Test Analysis for the comparison
purpose of both type of Marital Status, those parents who lived together and those who aren’t
living together due to different reasons. So from the above results, the value of T-Test for the
dependent factor in which we are interested is 0.004 with p-value = 0.997 which is greater than
alpha value i.e., 0.05. This indicates that both types of Marital status are statistically significantly
equal to each other. It means that those children who are living with both of their parents (Father
and Mother) and those children who are living with one of their parents (Father or Mother) are
equally effected by television advertisements.
41
Table # 17: ANOVA on TV Viewing Hours Base
Mean
Sum of Squares df Square F Sig.
Average of "Children Behavior" Between Groups
Factor 3.770 3 1.257 1.316 .272
Within Groups
139.418 146 .955
Average of "Age Group" Factor Between Groups
4.625 3 1.542 1.652 .180
Within Groups
136.208 146 .933
Average of "Exposure in Between Groups
Advertisement" Factor 3.976 3 1.325 2.206 .090
Within Groups
87.701 146 .601
Average of "Gender Power" Between Groups
Factor 1.250 3 .417 .417 .741
Within Groups
145.865 146 .999
Average of "Repetition of Between Groups
Advertisement: Factor 2.524 3 .841 .737 .531
Within Groups
166.584 146 1.141
Average of "Violent Between Groups
Within Groups
164.515 146 1.127
Average of "Food Between Groups
Advertisement" Factor 1.357 3 .452 .503 .681
Within Groups
131.227 146 .899
Average of "Rock Music" Factor Between Groups
13.946 3 4.649 5.257 .002
Within Groups
129.094 146 .884
Children’s Behavior: In the above ANOVA table the p-value for this factor is 0.272 which is
insignificant at the level 0.05. It means that children behavior isn’t affected by TV viewing hours.
Those children who watch television 0 – 3 hours, 3- 6 hours, 6 – 9 hours and 9 – 12 hours all are
almost equally affected by television advertisement as there is no big difference between their
behavior.
Age Group: In the above ANOVA table the p-value for this factor is 0.180 which is insignificant
when alpha is 0.05. It means that age group has no effect on that variable.
42
Exposure in Advertisement: In the above ANOVA table the p-value for this factor is 0.090 which
is insignificant when alpha is 0.05. It means that Exposure in Advertisement has no effect on that
variable.
Gender Power: In the above ANOVA table the p-value for this factor is 0.741 which is
insignificant when alpha is 0.05. It means that Gender power has no effect on this variable.
Repetition of Advertisement: In the above ANOVA table the p-value for this factor is 0.531
which is insignificant when alpha is 0.05. It means that Repetition of Advertisement has no effect
on this variable.
Violent Advertisement: In the above ANOVA table the p-value for this factor is 0.225 which is
insignificant when alpha is 0.05. It means that Violent Advertisement has no effect on this variable.
Food Advertisement: In the above ANOVA table the p-value for this factor is 0.681 which is
insignificant when alpha is 0.05. It means that Food Advertisement has no effect on this variable.
Rock Music: In the above ANOVA table the p-value for this factor is 0.002 which is less than
and significant when alpha is 0.05. It means that Rock Music has an effect on this variable.
43
Table # 18: ANOVA on Parental Education Base:
Mean
Factor .189 4 .047 .048 .996
Within Groups
143.000 145 .986
2.411 4 .603 .631 .641
Within Groups
138.421 145 .955
Advertisement" Factor 1.585 4 .396 .638 .636
Within Groups
90.092 145 .621
Factor 3.935 4 .984 .996 .412
Within Groups
143.179 145 .987
Advertisement: Factor 1.899 4 .475 .412 .800
Within Groups
167.208 145 1.153
Within Groups
160.275 145 1.105
Within Groups
126.738 145 .874
2.105 4 .526 .541 .706
Within Groups
140.935 145 .972
insignificant at the level 0.05. It means that children behavior isn’t affected by parental education.
As those children whose parents are illiterate or under matric, Matric, Intermediate, Graduated,
Master and those children whose parents are highly qualified all are almost equally affected by
television advertisement as there is no big difference between their Children’s behavior.
44
variable.
on this variable.
Violent Advertisement: In the above ANOVA table the p-value for this factor violation in
advertisement is 0.009 which is less than alpha value that is 0.05 and it is significant. So we can
conclude that Violent Advertisement has an effect on this variable. Parental education matter about
watching the television advertisements which has violation in it.
Food Advertisement: In the above ANOVA table the p-value for this factor is 0.160 which is
insignificant when alpha is 0.05. It means that Food Advertisement has no effect on this variable.
Rock Music: In the above ANOVA table the p-value for this factor is 0.706 which is insignificant
when alpha is 0.05. It means that Rock Music has no effect on this variable.
45
Table # 19: ANOVA on Area of Residence Base:
Mean
Factor 2.037 2 1.019 1.061 .349
Within Groups
141.151 147 .960
2.740 2 1.370 1.459 .236
Within Groups
138.092 147 .939
Advertisement" Factor .648 2 .324 .523 .594
Within Groups
91.029 147 .619
Factor .431 2 .216 .216 .806
Within Groups
146.683 147 .998
Advertisement: Factor .480 2 .240 .209 .812
Within Groups
168.628 147 1.147
Within Groups
164.906 147 1.122
Within Groups
126.301 147 .859
4.010 2 2.005 2.120 .124
Within Groups
139.030 147 .946
insignificant at the level 0.05. It means that children behavior isn’t affected by area of residence.
So it doesn’t matter which area of residence you have as those children who are living in urban
areas, rural areas and those who are living in semi urban areas all are almost equally affected by
television advertisement as there is no big difference between their behavior.
46
variable.
on this variable.
Violent Advertisement: In the above ANOVA table the p-value for this factor is 0.133 which is
insignificant when alpha is 0.05. It means that Violent Advertisement has no effect on this variable.
Food Advertisement: In the above ANOVA table the p-value for this factor Food Advertisement
is 0.028 which is less than alpha value that is 0.05 and it is significant at this level. So we can
conclude that Food Advertisement has an effect on this variable. Area of residence matter about
the impact of Food Advertisement as those children who are living in urban areas, rural areas and
those who are living in semi urban areas all are almost unequally affected by television
advertisement in which food items are advertised.
Rock Music: In the above ANOVA table the p-value for this factor is 0.124 which is insignificant
when alpha is 0.05. It means that Rock Music has no effect on this variable.
47
CHAPTER
5
48
Conclusion:
Now a day’s television advertisements have a very strong grip in conveying any material or
information regarding to any product and item they want to sell in the market. Day by day TV
advertisement is regularly and consistently changing and coming up with brand new ideas,
improvements and innovations to show its products on TV for the viewers especially for children
to get influenced and then buy that advertised product. In our study, we are checking that TV
advertisement impacts on children’s behavior or not. TV advertisements mostly targets children
as we all know that children have some weak insights about the goods and products which are best
for them and which aren’t best for them. So the product advertised on the TV have a great impact
on children. In our research the results of our study are helpful and positive and the average
response rate of the study lies between satisfy or agree and strongly agree or satisfy. So, we have
come to a conclusion that the respondents are almost agreed with the statement that TV
advertisements have an impact on children behavior and their buying attitude. The results of
average describe that if children watch more television advertisement then they influence their
parents to buy something that were advertised on TV.
The results of the correlation analysis describe that there is positive linear correlation with
dependent variable that is children behavior and overall except few cases. So, it means that there
is a linear relationship between most of the factors with children’s behavior. If the correlation
between the variables is positive, then it means that variables do help of each other and have
coordination among each other.
The children influenced very much by those products which are being advertised on TV. We also
conclude that the too much publicity and exposure of the specific products shown by TV
advertisements effect the children. Children’s perceptions and awareness about the products is
getting stronger and stronger day by day due to the repetition of the TV advertisements. So, the
repetition of the television advertisements also put a very strong impact on the children’s mind and
behavior to buy that specific product which was advertised in the television advertisement which
is being repeated frequently. So, the repetition of the advertisement has an impact on the children’s
attitude.
The negatively shown in the television advertisements by the reverse gender acting and performing
in the TV advertisement is also putting a strong effect on the children’s behavior. It is influencing
49
negatively on the child due to the opposite gender is acting in the television advertisement. The
violence shown in TV advertisement is also influencing on the behavior of the children, as we
know that violence leads children towards aggressive and destructive behavior and aggressive
attitude leads children towards violence. So the violence in television advertisement is influencing
strongly on the attitude and behavior of the children towards violence after watching the violence
advertisement.
The Food advertisements have an effect on children as the children copy the food which is
advertised on TV and acts done by their favorite celebrities or their personal favorite superstars
performing in the advertisement. The child tries to buy and eat the food items and goods that
entertained on television shown in advertisements. The acts of celebrities performing food acts
influence on the attitude and behavior of the children a lot. So in the end we conclude that the
television advertisements lead the children towards influential, forceful and aggressive attitude
that results leading the children towards a change on their behavior.
Children’s Age group isn’t matter a lot but it also has an impact on children’s behavior as the age
of the children increase they’re more influencing their parents to buy that particular product which
is being advertised on television screen. So, we can conclude that by changing in the age, children
are more impatient about buying that specific product which might be food item or any other item.
Rock Music have also influenced children attitude and behavior towards the advertised items and
products. If there were children’s favorite singer singing in television advertisements, then the
impact of that musical advertisement is more than other advertisements. Because music attracts
children and change the behavior and their mind towards the advertised products.
When we compare the different groups of Marital status like those people who are living together
and those are living alone with their children, then we conclude that there is no big difference
between these two groups of children’s behavior as both have equally effected by television
advertisements. Similarly, when we apply the ANOVA test to compare different income level
households, to compare different parental educational background, to compare different time
intervals to viewing the television and to compare different residence of area we conclude that
almost there is no big difference from all of these groups. The results of ANOVA on TV viewing
hours’ base are also varied as one of the result of ANOVA on TV viewing hours’ base is significant
and all other results are insignificant. It means that mostly respondents are not agreeing on the base
50
of TV viewing hours, with that advertisement effect the children’s behavior. So, except very few
differences no matter from which background you belong, what is your parental education or what
are the living standards you have, if your children watch the television he or she will be effected
by these television advertisements equally.
Recommendations:
The evaluation we did from the study of this research and we hereby recommend some steps to
the parents to make some recommendation for their children. Parents have to serve as model and
make a time table of how to watch television, as gatekeeper permitting or disproving approach to
the TV and also interpret the content of television that which type of channel their children can
watch. Parents have to watch television when the child is watching television because the parents
could monitor and operate television and child learn which advertisement they have permission to
see and which is not. Parents most of time did not remain with the children every time so the
parents have to negotiate with children’s and tell them about the advertisement what is it for. Make
rules and strict to them, but allow them up to some extent. Don’t allow the children to break the
guidelines and rules that you made for them and the timing you set for the watching of television.
In start early ages, because in early ages you can growth and mold their children at any place in
any shape but not when it gets older. Defines the time limit for them to be in there and slowing
develop that if any advertisement occurs just change the station. The parents can make them earn
their television period by finishing the homework or tasks or playing outside for a while. If the
child watches, see advertisement which really make him happy just open permission to him about
that advertisement to watch than the child more attracts towards that advertisements instead of the
others. Don’t let your children to watch anything, which just dangerous for him in its early age and
the separate television set for the children in its room also creates the problems so parents have to
call their children when the parents are watching television, which make habit of children to watch
television with parents mostly.
51
Limitations:
Our study has some limitations as we are working on a Mini thesis so the limitation in our study
is due to the shortage of time. The time allotted to us to conduct research on this research topic
was limited, so we could not be able to do.
A very wide range of research, it means that our scale of research was not at very high level as it
was an average research according to the allotment of the time that we had. The limitation of our
study was the unawareness of the terms of independent variables and Dependent variables in our
questionnaire by respondents. So we had to first explain about the terms independent variables and
dependent variable. But still there were some respondents who were able to understand them fully.
The limitation in our study was that the respondents were not very educated in order to understand
English language fully, which means that they were not able to understand completely what our
questions really meant for them to understand. So we had to translate it in Urdu language.
The study also had another limitation and that limitation is the non-serious attitude towards filling
the questionnaire by our respondents.
52
References:
1. Ogbu I. Edwin, 2. T. ( 2013). Impact Of Television Advertisments On Children: A Case Study Of Makurdi
Town. IOSR Journal Of Humanities And Social Science (IOSR-JHSS) , 10 (3), 91.
Abideen., Z. U., & Salaria, R. M. (2010, May). E. 19.
Hameed., M. A., Waqas., A., Aslam., M. N., Bilal., M., & Umair, M. (2014). Impact of TV Advertisement on
Children Buying Behavior. International Journal of Humanities and Social Science , 4 No. 2, 261.
Hassan, A. ( 2015). Effects of TV Advertisement on Consumer Buying Behaviour:. International Journal of

Innovation and Applied Studies , 11 No. 3,, 614.
Nidhi Rani1, D. V. (2016). Impact of Television Commercials on Purchasing. International Journal of

Science and Research (IJSR) , 5 (1), 1390.
Sadhasivam1, D. P., & Priya2, A. N. (2015). A Literature Review on the Impact of Television Advertising
Vs. Online Advertisement among Consumers. International Journal of Advance Research , 3 (10), 154.
Sadique Hussain1, M. A. (2015). Effect of Advertising on Children Behavior in Southern Punjab. Journal
of Marketing and Consumer Research , 14, 139.
Shivany, D. K. (2015). Influences of Television Advertisement on Children’s. Global Journal of

Management and Business Research: E , 155 (3 Version 1.0 ), 9.
53
UNIVERSITY OF
GUJRAT
__________________________________________________________________
Questionnaire
Impact of Television Advertisements on Children’s Behavior
_________________________________________________________________
Section 1
(Demographic information)
1. Name (Parent): ______________________________________ (Optional)

2. Age (Parent): ________________________________________ (In years)
3. Education (Parent): ___________________________________ (In years)
4. Household Income: ___________________________________ (In Thousands)
5. Area of resident: Urban Rural Sub Rural
6. Number of Children having age 5 to 16 years: Boys ________ Girls ________
7. Marital Status: Living Together Separated
8. TV viewing hours:
0 - 3 3 - 6 6 - 9 9 - 12
Section 2
Note: In this section there are some statements; neither of statement is true nor false. Please
express your rating about the statements choosing the most suitable option.
The five possible options are as follows:
1 = Strongly Disagree, / 2 = Disagree, / 3 = Neutral, / 4 = Agree, / 5 = Strongly Agree
54
Children’s Behavior:
S.No Questions SD D N A SA
1) 1 Children are more advanced due to advertisement.
2) 2 Children’s logical thinking is affected by

advertisement.
3) 3 Children become brand conscious.
Children’s Age group:
1) 1 Do your children influence you for purchasing the

product at the age of 5 year after watch the
advertisement.
2) 2 Children having age above 10 years are most affected
by television advertisements.
3) 3 As your children’s age is increasing, your children are
more influencing you for purchasing of advertised
food.
Rock Music:
1) 1 Children like to watch the music advertisements.
2) 2 Are your children convinced by the products used in

music videos?
3) 3 The products advertised by your children’s favorite

music star convince very much?
55
Food Advertisement:
1) 1 Do your children like the food advertisement?
2) 2 Do your children want to watch the food advertisement
repeatedly?
3) 3 Do your children spend most of his/her pocket money
on advertised food?
4) 4 Do your children enforce you to purchase the food after
watching the food advertisement?
5) 5 Do your children enforce you to purchase that product
which is not advertised?
6) 6 Your children happy to watch the food advertisement?
Gender Power:
1) 1 Celebrities in advertisement makes it more powerful.
2) 2 Advertisement having male, attracts male childes and

vice versa.
3) 3 Children attracts towards the advertisements that have

cartoons, robots and colors.
4) 4 Are your children enforcing you to purchase food

items after watching cartoon characters
advertisement?
56
Violent Advertisement:
1) 1 I have scheduled time for children to watch

Television.
2) 2 If Children see someone hurts someone in Ads, they

feel bad
3) 3 I allowed my Children to watch violent movies and

Ads.
4) 4 Violation in add affect thinking pattern of children.
5) 5 Children normally watch television with family.
Repetition of Advertisement:
1) 1 Are your children influenced by TV advertisement

at first sight?
2) 2 Children like to watch frequently appearing
television Ads.
3) 3 I believe repetition of ads affect minds of

children’s.
4) 4 I believe more repetition of ads changes the
negative feelings into positive.
57
Exposure in Advertisement:
1) 1 Content of advertisement affect children.
2) 2 Advertisement creates demanding sense in the

children.
3) 3 Children insist their parents to buy that particular

product.
4) 4 No television for babies and toddlers is a good policy.
58
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Impact of television Advertisements on Children's Behavior

Thesis · January 2017

Product of Woollen Yarn in Australia: 1965 - 1995 View project

The user has requested enhancement of the downloaded file.

Gulraiz Ghaffar - 13061513-048

Usma Noreen - 13061513-052

BS - 7th - Fall 2016

Education, Age, Exposure in advertisement, Food advertisement, Violent advertisement, Rock

MATERIAL AND METHODS 17

RESULTS AND DISCUSSIONS 20

RELIABILITY OF THE QUESTIONNAIRE: 20

Significance of this study:

Children Age group

 Children’s Age group:

H2: Children’s age group significantly impact on children behavior

H3: Gender power advertisement significantly impact on children behavior

H4: Repetition of television advertisement significantly impact on the children behavior

H5: Food advertisement significantly impact on the children behavior

H7: Rock music advertisement significantly impact on the children behavior

Sample size estimation:

Description of data collection tool:

Reliability of the Questionnaire:

Table # 1: Reliability Statistics:

Variable No. of Items Cronbach's Alpha

Gender Power 4 0.849

Violent Advertisement 5 0.918

Frequency of the Demographic Information:

Graphical Representation of Demographic Information:

 TV viewing hour per Day:

 Children (Boys) having age 5 to 16 years currently living in your household:

Descriptive Statistics of all Factors:

Descriptive Statistics and Frequency of all Items of all Factors:

Table # 4: Children’s Behavior:

Table # 5: Children Age Group:

children age group.

Table # 6: Exposure in Advertisement:

Table # 7: Gender Power:

Table # 8: Repetition of Advertisement:

Frequency of the items of Factor # 6

Table # 9: Violent Advertisement:

Table # 10: Food Advertisement:

Table # 11: Rock Music:

Table # 12: Model Summary:

Table # 13: Multicollinearity Diagnosis:

Table # 14: Coefficients:

Unst. Coefficients St. Coefficients

0.209 units increase in Children’s behavior.

Advertisement make 0.197 units increase in Children’s behavior.

Children’s behavior with 0.177 rate of change as one-unit increase in Violent

Advertisement make 0.177 units increase in Children’s behavior.

units increase in Children’s behavior.

Correlation’s Range and Strength:

r = –1.0 describes a perfect negative correlation.

Table # 15 : Correlation Matrix:

Hypothesis for Correlation:

H 0 : There is no linear relationship between variables.

H1 : There is a linear relationship between variables.

Level of Significance: α = 0.05

If P-value less than 0.05 then reject null hypothesis.

of the independent variables isn’t significant with other independent variables.

2. The correlation between Children’s Behavior and Exposure in Advertisement is 0.328**,

between Children’s behavior and Exposure in Advertisement, it means that if we change