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| Tekijä: | Misra, P. |
| Otsikko: | Indian children: an emerging consumer segment |
| Lehti: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p. 217-225 |
| Asiasana: | CONSUMER RESEARCH CHILDREN ADVERTISING INDIA |
| Kieli: | eng |
| Tiivistelmä: | Indian children in middle and upper class urban homes are exposed to a heavy dose of advertising. Preference for various media is examined, brand influence score /BIS/ is calculated and presented for 23 soft goods. What pocket money is spent on is analysed. Impact of advertising on BIS is studied. It is concluded, that thirteen food and cosmetic products show a moderate relationship between recall and the extent to which the child influences brand choice, and for toilet product categories increased advertising familiarity doesn't result in increased brand choice participation by children. |
SCIMA