“AN OBSERVATION ON INFLUENCE OF CARTOON CHANNELS ON KIDS-

BEHAVIORAL ASPECTS IN THE PURCHASE OF CONSUMER DURABLE ITEMS”

A research proposal submitted in fulfilment of the course Marketing

Management for the requirement of degree of B.B.A;LL.B(Hons.) for the
Academic Session 2019-20

TITLED-

Marketing Management

AUGUST 2019

Submitted by: Submitted to:

AMISHA PRAKASH Dr. Manoj Mishra

ROLL NO:2005 (3rd Semester) Assistant Professor of Law

B.B.A .LL.B,(CNLU,PATNA)

Academic session-2018-2023

CHANAKYA NATIONAL LAW UNIERSITY

Nyaya Nagar,Mithapur,Patna 80001

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DECLARATION BY THE CANDIDATE

I hereby declare that the work reported in the B.B.A. LL.B (Hons.) Project Report entitle “AN
OBSERVATION ON INFLUENCE OF CARTOON CHANNELS ON KIDS- BEHAVIORAL
ASPECTS IN THE PURCHASE OF CONSUMER DURABLE ITEMS”Submitted at Chanakya
National Law University, Patna is an authentic record of my work carried out under the
supervision of Dr. Dr. Manoj Mishra. I have not submitted this work elsewhere for any
other degree or diploma. I am fully responsible for the contents of my Project Report.

(Signature of the Candidate)

AMISHA PRAKASH

Chanakya National Law University, Patna

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ACKNOWLEDGEMENT

Any project completed or done in isolation is unthinkable. This project, although prepared by
me, is a culmination of efforts of a lot of people. Firstly, I would like to thank our Professor
Dr. Manoj Mishra for, helping me in making the project on“AN OBSERVATION ON
INFLUENCE OF CARTOON CHANNELS ON KIDS- BEHAVIORAL ASPECTS IN THE
PURCHASE OF CONSUMER DURABLE ITEMS” for his valuable suggestions towards the
making of this project.

Further to that, I would also like to express my gratitude towards our seniors who did a lot of
help for the completion of this project. The contributions made by my classmates and friends
are, definitely, worth mentioning.

I would like to express my gratitude towards the library staff for their help also. I would also
like to thank the persons asked for help by me without whose support this project would not
have been completed.

I would like to express my gratitude towards the Almighty for obvious reasons. Moreover,
thanks to all those who helped me in any way be it words, presence, Encouragement or
blessings.

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Introduction
Amit, will you please change the channel, his mother asked him as she and other
members of the family wanted to watch the T.V. program "DIya aur bati hum‟. Amit
neglected her voice and did not change the channel ,she asked him again and again but
Amit was busy watching his favorite cartoon episode Poke-Mon on T.V. totally
concentrated at his favorite hero. Amit is representative of the young children from up to 2
years old and even younger. Not only the children from the age group of 6 months but the
elder boys and girls are watching the cartoons everywhere in India.

The world belongs to kids. Kid is the cynosure in the family. Family structures have
undergone huge change and it is witnessed that there is an increase in the number of single
parent and dual career families. Parents are today that much capable monetarily, to fulfill
every wish of their child irrespective of ethical, psychological or economic impact over kids.
So Kids have direct or indirect influence over family buying decisions. The major driving
force behind this influence is Media, i.e. providing various modes of information. Among
these various modes Television is an important medium of information because of its massive
presence in children’s lives.The advent of niche channels like cartoon network, hungama and
pogo etc. have given marketers to capture the kids’ attention and promote their product which
are specially designed for them. They associate cartoon characters with the products & so it is
quite easy for their little customers to retain information related to products and recall them.

Research Objective
 To study the impact of Cartoon characters on Kids Buying Behaviour.
 To study the role of children in buying decision of durable items on their parents.
 To identify and analyze the different influence strategies children use to persuade
their parents.
 To identify and analyze the different product categories on the basis of child's
influence.
 To study the influence of kids in purchasing decision by product category.

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Review of Literature
Cartoon is a form of two dimensional illustrated visual art while the specific definition
has changed over time modern usage refers to a typically non realistic or semi realistic
drawing or painting intended for satire, caricature or humor or too the artistic style of
such work. The term cartoon originated in the Middle Ages and first described a prepare
story drawing for a piece of art, such as painting, fresco, tapestry or stained glass window
. In 19th century, it came to refer to humorous illustrations in magazines and news
papers. And in early 20th century and on words it refer to comic strips and animated
films. Some incentives for children to influence their parents to buy a product. For
example, a fast food restaurant usually adds play place along with the dining hall or some
retailer give away toys, snacks, sweets as gift with the products purchased. Although
products are for adults but retailers make children pester their parents to buy that
product. The attractive display of product also works in inducing this power more
efficiently; these kinds of purchases made by parents under the influence of children are
usually impulse purchases.

Research Methodology
In this study DESCRIPTIVE RESEARCH has been followed and data has been collected
from primary as well as secondary resource.

Hypothesis
Children enjoy greater discretion not only in making routine consumption decisions for the
family but also in pestering their parents to buy other products desired by them.

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Contents
Introduction................................................................................................................................4
Research Objective.....................................................................................................................4
Review of Literature..................................................................................................................5
Research Methodology...............................................................................................................5
Hypothesis..................................................................................................................................5
1) Consumer Behaviour..........................................................................................................7
2) Kids Buying Behaviour....................................................................................................11
3) American Families Increasingly Let Kids Make Buying Decisions.................................11
4) Children in Family Purchase Decision Making in India And The West: a Review.........13
5) Child’s influence for different product categories............................................................14
6) How Marketers Target Kids.............................................................................................14
7) Effect of Cartoon Shows on Kids Fashion........................................................................16
8) Greatest Mascots in Advertising Campaigns + Today’s Trends......................................18
9) Case Study........................................................................................................................20
Research Methodology.........................................................................................................20
Hypothesis............................................................................................................................20
10) Conclusion and Recommendation.................................................................................22
Bibliography;............................................................................................................................23

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1) Consumer Behaviour
Consumer behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and society. It blends
elements from psychology, sociology, social anthropology, marketing and economics. It
attempts to understand the decision-making processes of buyers, both individually and in
groups such as how emotions affect buying behaviour. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general. Consumer Buying Behaviour refers to the
buying behaviour of the ultimate consumer. Buying Behaviour is the decision processes and
acts of people involved in buying and using products. The consumers” buying behaviour has
been always a popular marketing topic, extensively studied and debated over the last decades
while no contemporary marketing textbook is complete without a chapter dedicated to this
subject.

DEFINITIONS:

1
ttp://cdn.yourarticlelibrary.com/wp-content/uploads/2013/12/clip_image002_thumb84.jpg

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Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars & researchers
as:

 It’s the behavior displayed by the consumers during the acquisition, consumption
and disposition of products, services, time and ideas by decision making units.
 It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
 The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs.
 The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.
 The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and follow
these actions.
 The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which
human beings conduct the exchange aspect of their lives.

Consumer behavior is helpful in understanding the purchase Behavior and preferences of

different consumers. As consumers, we differ in terms of sex age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.

Durable goods 

What it is:

Durable goods are a category of consumer products that do not need to be purchased

frequently because they are made to last for a long time (usually lasting for three years or
more). They are also called consumer durables or durables.

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 2

How it works/Example;

Consumer goods are many times separated into two categories: durables and non-durables.
Durables have an extended product life and are not typically worn out or consumed quickly
when you use them. Since they're made to last, durable goods are often times more expensive
than non-durable goods that have to be purchased repeatedly over a short period of time.

A washing machine is an example of a durable good -- it takes many years and a number uses
to completely expend its functionality. The laundry detergent used in the washing machine,
on the other hand, is a non-durable good -- when the bottle is empty, the detergent must be
repurchased.

Other examples of durable goods include automobiles, appliances, furniture, jewelry,

consumer electronics and sporting goods.

Why it matters:

Since durable goods usually represent big-ticket items, both consumers

and businesses will often times make these purchases only when they
are confident they can afford them.

2
http://1.bp.blogspot.com/_HjGEy_aQUmo/TUpUhNmTOVI/AAAAAAAAAzk/YBhNvYzDzLw/s1600/consu
mer-durable-good.jpg

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During a recession, when consumers have little confidence in the economy, there is a higher
risk that demand for durable goods will decrease. This is important to remember when
considering an investment in companies that produce durables.

What's more, orders for durable goods can indicate an increase or decrease in industrial
production. That's why the Census Bureau's monthly "Durable Goods Orders" report is
widely considered one of the most important leading economic indicators.3

Cartoon Characters

Cartoon is a form of two dimensional illustrated visual art while the specific definition has
changed over time modern usage refers to a typically non realistic or semi realistic drawing
or painting intended for satire, caricature or humor or too the artistic style of such work.( A
artists two creates cartoons is called a cartoonists ). The term cartoon originated in the Middle
Ages and first described a prepare story drawing for a piece of art, such as painting, fresco,
tapestry or stained glass window . In 19th century, it came to refer to humorous illustrations
in magazines and news papers. And in early 20th century and on words it refer to comic strips
and animated films.

Actually the word cartoon has origin in Italy . (the Italian word Cartons‟ and Dutch word“
Karton”). A cartoon is a full size drawing made on strong paper as a study or model painting,
stained glass or tapes ting. Cartoons were used in the production if foresees to accelerate link
the component part of the composition when painted in damp planted. Generally cartoons
were aired on die T.V. Safer thirty years. “Mogali” the hero of “Jungle Book ” was the most
favorite hero of the children “Jungle Jungle Bat Chali Hain, Pata Chala Hai” was the sweet
and lovely song the music given by Gulgar. Jungle Book had no any live visual cultural

3
https://investinganswers.com/dictionary/d/durable-goods
4
https://3.bp.blogspot.com/-

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refinances still it was referred as classic children literature. No body had discuss for Jungle
Book but when “Tom and Jerry, Mickey Mouse, Donald Duck” came on T.V. the audience
was very much attractor and fleer These cartons on Indian T.V. had a great audience . The
children were not only familiar with Mickey, Donald, Tom, Jerry their tricks catching each
other western house roads, culture, livelihood were very much known .

While scientific, imagination, cartoon like Spiderman, wonderland were very closed the
children there cartoons are heat in very house.5

2) Kids Buying Behaviour

Family as a consuming and decision making unit is a central phenomenon in marketing and
consumer behaviour. All family members play different roles in the process of buying any
product or service. These roles are those of initiator, influencer, gatekeeper and decision
maker. Earlier, studies had only focused on husband and wife’s role and child’s role was
ignored. Children have come to constitute a very important consumer group; and it starts
when they are very young. Children are the new segment. In this study, focus is on children
as an influencing agent, because previous studies show that children achieve increasing
influence on buying of various kinds of products.

Berry and Pollay were the first to understand child’s role in marketing, where children
constituted an important, separate market segment for marketers. It is seen that children not
only influence family purchase decisions but they also insist their parents to purchase the
products they desire. Role that children play in family decision- making has directed
researchers to study the influence of children.6

3) American Families Increasingly Let Kids Make Buying Decisions

The Nickelodeon study found that family decision-making in general is more inclusive these
days; more than half of parents seek their kids’ input, and just under half say their family
discusses and decides major decisions together.

This effect is more pronounced when dollars are at stake — 71% of parents say they solicit
opinions from their kids regarding purchases. Nearly all let the kids weigh in when what’s

5
https://www.infoplease.com/timeline-cartoons
6
https://www.intechopen.com/books/consumer-behavior-practice-oriented-perspectives/children-s-consumer-
behavior

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being bought is mainly for the kids themselves, but more than two-thirds of parents take their
kids’ views into consideration when making family purchases.

Kids even get a say when the purchase is something they won’t directly use. Nearly three out
of five parents consult with their kids before they buy a car — an increase of almost 20
percentage points in just three years. “We discovered some adults let their kids pick out the
luxury cars that they buy,” Lexus general manager Mark Templin told Advertising Age.

The Nickelodeon study found a similar trend: More than a quarter of parents ask their kids for
advice or input before buying stuff for themselves.

The temptation here might be to spout off about indulgent American parents, but it turns out
that giving deference to the smallest members of the household is a global phenomenon,
studies from Israel, India and the Philippines show.

So we’re eating cookies for breakfast and letting kids who can’t even see over the steering
wheel pick out our new SUV — and marketers are encouraging this trend because there’s big
money at stake. Last year, ad agency Digitas reported that kids have $1.2 trillion in buying
power a year.

Digitas says families are acting more like democracies in general. “We’re treating our kids
more like adults than ever before,” the company said in a report about the findings. When its
researchers interviewed a panel of 10-to-13-year-olds, they found that kids today are tech-
savvy and demanding: All of the kids either had a cell phone or knew when they’d be getting
their own.

“What we’re seeing over time is that they’re showing preference for adult things,” Digitas
says. “We believe that we’ll see fewer multi-brands, and more mega- brands.” It starts
young: Nielsen found that half of 6- to 12-year olds wanted a full-sized iPad for the holidays
last year — and over a third wanted an iPad Mini.

The popularity of iPads among kids still young enough to play with crayons is illustrative of a
broader trend, and explains why companies are so eager to get in kids’ good graces. A
smaller concentration of brands makes the stakes even higher. “Given the power of kids’
influence over purchasing decisions, marketers would be remiss to exclude kids from their
messaging and branding,” Kurz says. Companies love when parents hand over the purchasing

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reins to their kids because that’s money in the bank today and a down payment on the next
generation of customers.7

4) Children in Family Purchase Decision Making in India And The West:

A Review
Family decision making has been largely confined to spouses, who have been considered as
the relevant decision making unit in a family. However, the role of third party influences,
such as children, on decision making strategies and negotiations is essential to taking a
broader view of the relevant unit of analysis. Traditionally, women were seen to be the
purchasing agents for the family. Nonetheless, increasing participation of women in the
workforce has prompted a shift in this role as children are increasingly the “buyers” for the
entire family. Even in families where women do not work, children are observed to share this
role with their mothers. Children enjoy greater discretion not only in making routine
consumption decisions for the family but also in pestering their parents to buy other products
desired by them. Contemporary researchers express that children constitute a major consumer
market, with direct purchasing power for snacks and sweets, and indirect purchase influence
while shopping for bigticket items . Indian children have recently attracted considerable
attention from marketers because the market for children’s products offers tremendous
potential and is rapidly growing. According to available industry data, the chocolate and
confectionary market is estimated at Rs. 1300 crore/$290mn, the apparel market at Rs. 480
crore/$110mn and kids footwear at Rs. 1000 crore/$220mn /In addition to this, 54% of India
is estimated to be under the age of 25.8

Children constitute three different markets: the primary, the influencer, and the future market.
Certain products are simply children’s products for which they are the primary users/buyers.
They sometimes either purchase a product themselves or select the product before it is
purchased by the parents. For other products, such as ones which are used by the entire
family unit, they may influence purchases made by the parents. There are some products
where children wield direct influence or pester power by overtly specifying their preferences
and voicing them aloud. For other products, parents’ buying patterns are affected by prior
knowledge of the tastes and preferences of their children. This ‘passive dictation’ of choice is
prevalent for a wide variety of daily consumed product items as well as products for

7
http://business.time.com/2013/04/11/american-families-increasingly-let-kids-make-buying-decisions/
8
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.570.7977&rep=rep1&type=pdf

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household consumption. Also, decision making in households is seen to change with the mere
presence of children. The nature of joint decisions in couple decision making units and family
decision making units is seen to be different . It is also observed that children are socialized
by their parents to act as rational consumers. After years of direct or indirect observation of
parental behaviour in the marketplace, they gradually acquire relevant consumer skills from
their parents.

5) Child’s influence for different product categories

Factor are in three distinct product clusters;

Goods which are expensive products and high risk is associated in their purchase the decision
of buying them requires more time and effort of the family members and hence joint family
decisions are more likely. For these products, buying frequency is very less. It contained six
products namely: vacation, computer, mobile phone, car, television and washing machine.

The goods which are not very expensive, and their buying frequency is moderate and are
directly used by children they have high involvement. For these products, children make the
maximum effort and noise to influence their parents. It includes six products: stationary,
books, food & beverages, clothes, movie tickets, dinning out and video games.

The regular household products in which a child has least interest and They are necessities
and hence not very expensive. Their buying frequency is also very high. It included three
products: shampoo, toothpaste and grocery items.9

6) How Marketers Target Kids

“We’re relying on the kid to pester the mom to buy the product, rather than going straight to
themom.”
-Barbara A. Martino, Advertising Executive

Today’s kids have more autonomy and decision-making power within the family than in
previous generations, so it follows that kids are vocal about what they want their parents to
buy. “Pester power” refers to children’s ability to nag their parents into purchasing items they
may not otherwise buy. Marketing to children is all about creating pester power, because
advertisers know what a powerful force it can be.

9
file:///C:/Users/dell/Downloads/post-viva-synopsis_monica.pdf

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According to the marketing industry book Kidfluence, pestering or nagging can be divided
into two categories—“persistence” and “importance.” Persistence nagging (a plea, that is
repeated over and over again) is not as effective as the more sophisticated “importance
nagging.” This latter method appeals to parents’ desire to provide the best for their children,
and plays on any guilt they may have about not having enough time for their kids.10

To effectively market to children, advertisers need to know what makes kids tick. With the
help of well-paid researchers and psychologists, advertisers now have access to in-depth
knowledge about children’s developmental, emotional and social needs at different ages.
Using research that analyzes children’s behaviour, fantasy lives, artwork, even their dreams,
companies are able to craft sophisticated marketing strategies to reach young people. For
example, in the late 1990s the advertising firm Saatchi and Saatchi hired cultural
anthropologists to study children engaging with digital technology at home in order to figure
out how best to engage them with brands and products. 11

The issue of using child psychologists to help marketers target kids gained widespread public
attention in 1999, when a group of U.S. mental health professionals issued a public letter to
the American Psychological Association (APA) urging them to declare the practice unethical.
Although the APA did not outright ban psychologists from engaging in this practice, as a
result, the recommendations of their final report in 2004 included that the APA “undertake
efforts to help psychologists weigh the potential ethical challenges involved in professional
efforts to more effectively advertise to children, particularly those children who are too young
to comprehend the persuasive intent of television commercials.” 12

According to the 2008 YTV Kids and Tweens Report, kids influence:

 Breakfast choices (97% of the time) and lunch choices (95% of the time).
 Where to go for casual family meals (98% of the time) (with 34% of kids always
having a say on the choice of casual restaurant).
 Clothing purchases (95% of the time).
 Software purchases (76% of the time) and computer purchases (60% of the time).

10
http://mediasmarts.ca/digital-media-literacy/media-issues/marketing-consumerism/how-marketers-target-kids
11
Russakoff, D. Marketers following youth trends to the bank, The Washington Post, April 19, 1999.
12
Wilcox, B., Cantor, J., Dowrick, P., Kunkel, D., Linn, S., & Palmer, E. (2004). Report of the APA Task Force on Advertising
and Children: Recommendations.

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  Family entertainment choices (98% of the time) and family trips and excursions (94%
of the time). 13

As a result, industry spending on advertising to children has exploded over the past two
decades. In the United States alone, companies spent over $17 billion doing this in 2009 –
more than double what was spent in 1992.

14

7) Effect of Cartoon Shows on Kids Fashion

It is not necessary to say that how much the children are interested in watching cartoon and
shows on T.V. Actually watching T.V. is not bad as we are living in the world of information
and Technology .The Television programs are not the only reason for brighter and more
empathetic generations but it is a good start. It is said that the children are being enriched in
school as well as at home in front if their T.V. is an important step to making strong ,smart,
caring and innovative future adults.We can easily notice the children watching Tom and
Jerry, Loony Toons ,Dore-Mon, Sinchan, etc. on T.V.. Cartoons have changed drastically
over the years and have lasting effects on children. Typically, children begin watching
cartoons on television at an early age of six months, and by the age of two or three children
become enthusiastic viewers.

Kids represent an important market segment to marketers because kids have their own buying
behavior. Most of the time, kids monitor the buying decisions of their parents because they

13
Poulton, Terry. “ ‘Kidfulence’ on family spending strong: YTV Report.” Media in Canada. February 22,
2008.
14
https://ae01.alicdn.com/kf/HTB1bz32KpXXXXcyXVXXq6xXFXXXK/Newest-Version-Light-tom-and-jerry-
costume-Cartoon-Mascot-Character-Costume-For-Adult-Free-Shipping.jpg

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are the adults of future. Today most of the advertisers spend more on TV advertisements
having children content to attract more children which are going to change the behavior of
their parents. That is what McNeal and Yeh, has also stated that due to increase in awareness
of children market potential has increased in three ways that children are spending money
they have, that is essentially their pocket money, to satisfy their own need. O' Guinn and
Shrum has stated in his findings is that consumer behavior is learned by children more easily
if they are targeted with persuasion shown in commercials and various TV programs.15

Cartoons are the central focus of many children's lives that parents manipulate & use to keep
the children occupied while they are busy with their office schedules. Many parents also
express satisfaction with the educational benefits of TV and how it can teach positive
behaviors. Children at every age learn a variety of things easily by watching educational
cartoon films. Infants and toddlers start learning different words, and their meanings. Also,
cartoons have a tremendous impact in improving the cognitive aspects among young
children. Children become more creative by watching cartoon films. They try to do things in
different ways so their imagination and creativity is enhanced. When parents buy different
storybooks, watch different cartoons and children programs with their children or let their
children to cinemas for watching movies.16

A recent study by Cartoon Network, New Generations 2011, reveals that 79 per cent of
children in the age group 7-14 are mobile phone users today, and that their spending power
has gone up sharply — pocket money has shot up by over 200 per cent in the past 10 years,
and 59 per cent in the past five. Internet access for the age group has quadrupled in the past
10 years. In nutshell Children are becoming consumers at younger and younger ages, and a
variety of influences and experiences shapes their consumer habits.17

Television viewing tops the list of preferred activities among Indian children. A survey by
AC Nielson also showed that on an average an Indian child watches TV for about three hours
on weekdays and 3.7 hours on weekends and the time spent in front of television increases
with age . Television plays an important role in influencing purchase decision of children in
India. A study done by Media Consumer Insights division of communications services major
Group M which covered about 700 respondents in 13 countries revealed that Television

15
N. Jain & R. Kaul, “Influence of Media on Kids Buying Behaviour in Indore City,” ELK Asia Pacific
Journals, Vol 5, Issue 2, pp. 73-82.
16
A.Tarig, "Impact of Cartoons on Kids", April 2013, http://amnatarig.blogspot.in/
17
N. Jain & R. Kaul, “Influence of Media on Kids Buying Behaviour in Indore City,” ELK Asia Pacific
Journals, Vol 5, Issue 2, pp. 73-82.

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advertising influences the purchase decision of the Indian children the most with 77% of the
respondents indicating television advertising as key influencer driving children's purchase
decision. Children are found to be an important audience who watch television and influence
family purchase decisions and so marketers are now targeting them. Television commercials
lead to frequent demand for the advertised product and many of the parents succumb to the
demands of children. Many parents agree that children play an important role in family's
buying decisions.18

8) Greatest Mascots in Advertising Campaigns + Today’s Trends19

 Mascots in advertising are one of the brands’ most effective ways of bonding with their
customers and creating brand love. No matter if the company is big or small, most of the
successful businesses realize the advantages of using characters in their advertising
campaigns and embodying their values and vision into the mascots. Since we were kids, we
are accustomed of assosiating things with visuals of heroes, characters and creatures. It
always helped in remembering information as well, because characters just stick into our
memory.

Some famous (and not-so-famous) examples of cartoon mascots, which are loved by
both from children and adults for the spirit, entertainment and which are used by marketers
to bring vibe in advertising;

Mitsubishi’s White Bear bloopers

What Mitsubishi did smart was to include a mascot in their advertising campaigns. They used
a clumpsy, big fluffy polar bear in contrast with their stable, fierce and massive
vehicles. They took things one step further, by showing to the customer “outtakes” from
the commercial. Which are actually hillarious and the attention-grabber.20

18
Essays, UK. (November 2013). The Impact Of Television Advertisements On Children Behavior Marketing
Essay. http://www.ukessays.com/essays/marketing/the-impact-oftelevision-advertisements-on-children-
behaviormarketing-essay.php?cref=1
19
https://graphicmama.com/blog/21-famous-brand-mascot-designs-time/
20
https://graphicmama.com/blog/mascots-in-advertising-campaigns/

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 21

Geico Gecko

22

The quirky lizard character’s name was actually chosen due to the many mispronunciations
of the brand name itself. Being the first most identifiable brand representative of the car
insurance company, this cartoon character has certainly become a legend. It was not designed
as the usual cute-looking brand cartoon but still managed to grow on the audience as a little
green insurance expert conveying professionalism and reliability.

Mickey Mouse by The Walt Disney Company

23

Perhaps the first thought that pops in most people’s minds when they hear a great brand
mascot: Mickey Mouse! Although these days a lot of cartoon characters are easily associated

21
https://i.graphicmama.com/blog/wp-content/uploads/2017/04/06131629/maxresdefault.jpg
22
https://graphicmama.com/blog/wp-content/uploads/2016/10/logo-11.jpg
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with Walt Disney Company, this friendly, lively mouse has been the official cartoon
representative of the giant company ever since its creation, thus making it one of the oldest
mascots which are extremely popular worldwide and loved by people of all ages.

Flat Eric – Levis – a bit quirky

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Flat Eric was a yellow puppet character seen in a series of commercials for Levi’s Jeans in
the UK. The mascot was designed by French artist and his original name was Stephane. The
company renamed him to Eric, so it sounds more international and ‘Flat’ because of his head
shape. The campaign was quite costly for the company, but the public enjoyed the puppet’s
adventures, with a hint of rebelliousness to his character. We must admit, it fits the
company’s vision and brand perfectly.

9) Case Study

Research Methodology
The data has been collected from secondary source in the city of Gaya

Hypothesis
 There is no impact of child involvement in purchase decision of products in family.
 There is impact of child involvement in purchase decision of products in family.

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Families Age of child Is your child involved in In what a type of product Is your child
get easily
purchase decision of category does your child
influenced
products in the family? influenced the decision of by cartoon
charterers
purchasing?
endorsemen
t? .
Family 1 5 YEARS YES NON - DURABLE YES

Family 2 12 YEARS YES DURABLE AND NON YES

DURABLE
Family 3 4 YEARS NO

Family 4 14 YEARS YES DURABLE AND NON

DURABLE
YES
Family 5 14 YEARS YES DURABLE AND NON YES
DURABLE
Family 6 10 YEARS YES NON - DURABLE
NO

Family 7 13 YEARS YES DURABLE AND NON YES

DURABLE

CONCLUSION

I started with the aim to find out that is there any Influence of kids on purchasing decisions of
products in family or not and my findings provided astonishing insights results. I ended up
with the findings that there is an important role of kids in purchasing decision of product in
family, and they influence the purchasing decision. So my first hypothesis is rejected and I
can say that there is high involvement of child in purchasing decision of products in family.

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10) Conclusion and Recommendation
From the study conducted I can easily conclude that children today are influenced by cartoon
characters in day to day life in more than one way. The impact of cartoon characters on kids
fashion is remarkable while we cannot ignore that there are other prominent areas where the
influence may be easily noticed. This influence has been acknowledged by most of the brands
since they have been offering special clothing lines with cartoon characters to attract this
huge population of kids which are influenced by them. Family structure also has a vital role
to play in the influence as due to the growing small size of families and both parents working,
kids are left alone for a longer duration of time which results in indulging in television and
viewing these cartoons for longer duration of time which influences them even more.

The study shows that most of the families today have both the parents working due to which
the disposable income of the families are comparatively higher. Since both the parents are
working and have less time to spend with the children so they are more indulged into
watching television are more influenced by what they watch. Most of the kids have their
individual preference towards clothing and are influenced by their favourite cartoon
characters while they shop for their clothes as well as other durable items. They also force
their parents to buy the durable goods of their preference and are attracted to the stores which
offer goods and accessories of their favourite cartoon characters. Even when the parents say
that the kids are influenced by the cartoon characters they also feel that there are other aspects
of day-to-day life where the influence is more prominent. Since most of the kids watch TV
for more than1hr a day, the outdoor activities are restricted. Also they try and speak the
language spoken by their favourite cartoon character and behave in a similar manner.

Recommendation:

So after getting the finding of my study I can recommend the marketer that they should pay
attention towards the children because in these days the role of kids are increasing and
parents also is giving priority to their decision. And in nuclear family where the husband and
wife both are working, sometimes do not find time for shopping so they give this
responsibility to their children. In that case the role of kids automatically goes increase.
Company should choose TV for their advertisement if the message reach to a right person
than it will give benefit to the company. The marketer should also pay attention towards the
packaging of products because children are easily influenced by packaging of products.

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Bibliography;
Websites;

 http://www.yourarticlelibrary.com/consumer-behaviour/consumer-buying-behaviour-
meaning-process-and-types/87244
 https://www.marketing91.com/5-steps-consumer-buying-behavior/
 https://www.intechopen.com/books/consumer-behavior-practice-oriented-
perspectives/children-s-consumer-behavior
 https://www.emerald.com/insight/content/doi/10.1108/02634501011029673/full/htm
 http://amnatarig.blogspot.com/
 https://www.scirp.org/html/17-1760575_59815.htm
 http://www.businessdictionary.com/definition/consumer-buying-behavior.html
 https://www.learnmarketing.net/consumer.htm

Books;

 Permission Marketing-Book by Seth Godin

 Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content-Book
by Ann Handley
 Essentials of Services Marketing | Third Edition By Pearson  (English, Paperback,
Jochen Wirtz, Christopher Lovelock, Jayanta Chatterjee, Gopal Das)

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