IMPACT OF TV ADS ON CHILDREN BUYING BEHAVIOR (PRE-PURCHASE PROCESS) IN BISCUIT INDUSTRY

dc.contributor.author	FILZA FAROOQ ABUBAKER, Reg # 22545
dc.date.accessioned	2017-07-06T04:52:30Z
dc.date.available	2017-07-06T04:52:30Z
dc.date.issued	2016-08
dc.identifier.uri	http://hdl.handle.net/123456789/2165
dc.description	Supervised by Jacqueline Ismat	en_US
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.publisher	Bahria University Karachi Campus	en_US
dc.relation.ispartofseries	MBA;159
dc.subject	TV advertisement, Children Buying behavior, Celebrity endorsement, Cartoon Characters, Jingles, Price information, Product information, Pre-purchase process, Need Recognition, Information Search and Evaluation.	en_US
dc.title	IMPACT OF TV ADS ON CHILDREN BUYING BEHAVIOR (PRE-PURCHASE PROCESS) IN BISCUIT INDUSTRY	en_US
dc.type	Thesis	en_US