Effect of Animations on Consumer Behaviour of Adolescents: A Case Study of Twin Cities of Islamabad and Rawalpindi

Abstract

In the recent years with high accessibility to internet technology and a need for novelty and uniqueness many forms of entertainment have emerged in the younger generation, one such form is where they watch animations. In today’s world consumer behavior aspects are mostly bound by the visual culture i.e. what you see actively and passively. Animation is not only use for the entertainment it also uses to convey the message, they have always captivated people and with the rise of technology, animations are seen by a widespread audience. Pakistan is a growing market and it holds many segments that are still not touched or are barely touched. They are thought to be not as much significant as they really are and thus not much time and resources are spent on exploring or catering those segments. The purpose of this study is to examine the impact of animations on consumption behavior. The effects of the independent variables (animated character, attitude, recall, attention) on the dependent variable Consumer behavior have been studied. Primary data was collected through adapted questionnaires, responses analyzed were 357. The result showed that there is in fact an impact of animation on consumer buying behavior in the adolescent consumer of the twin cities of Islamabad and Rawalpindi in Pakistan.