Abstract:
Purpose: The aim of this research is to examine the impact of TV advertisements
characteristics on children in pre-purchase process of buying behavior with biscuit’s TVC in particular. The focus of the research is children and parents.
Methodology: The sample size was 400 parents. The responses were collected through
electronic and directly. For analysis, correlation technique and regression was used.
Findings: The results revealed that all the variables had an influence on pre-purchase
behavior of parents except celebrity endorsement while purchasing biscuits for their children.
