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A Study on Brand Consciousness among Children and its Effect on Family Buying Behaviour in Bangalore City

Vincent, Nithila (2006) A Study on Brand Consciousness among Children and its Effect on Family Buying Behaviour in Bangalore City. Indian Journal of Marketing, 36 (1). ISSN 0973-8703

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Abstract

Children today are extremely aware of the various brands in the market and are conscious of the products they use or consume. They pick and choose carefully according to their needs, style preference etc. They also exercise a lot of independence in decision - making and influence the family buying behaviour. Today's kids are well informed, better than their parents. This is because virtually from birth today's children are exposed to TV commercials, banner ads, billboards, logos, and product promotions. This study is an attempt to examine the level of brand consciousness among Indian children. Most of the studies conducted on brand consciousness among children were done in the U.S. or elsewhere outside India. Few specific studies on brand consciousness among Indian children have been conducted so far. Further, this study also analyses the effect of such brand consciousness in children on the family buying behaviour.

Item Type:Article
Uncontrolled Keywords:Brand Consciousness, children, family buying behaviour
Subjects:Publications > Publications by Faculty > Articles > Commerce
ID Code:1777
Deposited By:Knowledge Center Christ University
Deposited On:14 Dec 2011 09:05
Last Modified:30 Jul 2012 11:04

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