13 Aug Need help in rephrasing the document

3.1 INTRODUCTION

This chapter draws from the findings from the extensive literature review, and describes the design of the research undertaken. Conceptual frameworks that inspired the model for this study are also discussed.

As reviewed in the 2nd Chapter (Literature Review), This study is aimed at measuring the factors which determine the attitude of children towards Television Advertisements.

3.2 RESEARCH PROBLEM

Several studies have tried to explain the factors which create attitude amongst children towards Television advertising and the influence of Television advertising on the children’s attitude. Very few studies are available in the Indian context which provide an insight into the underlying factors which create children’s attitude towards television advertising. The other focus of the study was to understand which of these underlying factors had the utmost impact on creating children’s attitudes towards Television advertising.

3.3 RESEARCH OBJECTIVES

1. To develop a profile of children on their attitude towards advertisement and buying behavior among different age groups.

2. To study the relationship between attitude towards TV advertisements and buying behavior among 3 groups of children.

3. To understand parent’s perception of influence of TV advertisements on their children.

4. Influence of family communication patterns on consumption decision making behavior of children.

3.4 HYPOTHESES

H1: There is a no difference among the three age groups with regards to the impact of credibility element in the advertisements on all the identified dimensions of their buying behavior.

H1.2: There is a no difference among the three age groups with regards to the impact of entertainment element in the advertisements on all the identified dimensions of their buying behavior.

H1.3: There is a no difference among the three age groups with regards to the impact of peer pressure element in the advertisements on all the identified dimensions of their buying behavior.

H1.4: There is a no difference among the three age groups with regards to the impact of persuasiveness element in the advertisements on all the identified dimensions of their buying behavior.

H1.5: There is a no difference among the three age groups with regards to the impact of likability element in the advertisements on all the identified dimensions of their buying behavior.

H1.6: There is a no difference among the three age groups with regards to the impact of update information of product/services element in the advertisements on all the identified dimensions of their buying behavior.

H2: There is no correlation between credibility element of the advertisements and all the identified dimensions of the children’s buying behavior.

H2.2: There is no correlation between entertainment element of the advertisements and all the identified dimensions of the children’s buying behavior.

H2.3: There is no correlation between peer pressure element of the advertisements and all the identified dimensions of the children’s buying behavior.

H2.4: There is no correlation between persuasiveness element of the advertisements and all the identified dimensions of the children’s buying behavior.

H2.5: There is no correlation between likability element of the advertisements and all the identified dimensions of the children’s buying behavior.

H2.6: There is no correlation between update information of product/services element of the advertisements and all the identified dimensions of the children’s buying behavior.

H3: There is a positive relationship between young children /adults who are characterized by a socio oriented family communication and their level of materialistic values.

H4: There is a positive relationship between young children /adults who are characterized by a concept oriented family communication and their level of materialistic values.

H5: There are differences among age groups towards amount of exposure to TV viewing and their level of materialistic values.

H6: The relationship between young children/adults family communication patterns and their materialistic values is mediated by the individual exposure to television viewing.

H6.1: The relationship between young children /adults who are characterized by a socio oriented family communication and their level of materialistic values is mediated by the individual exposure to television viewing.

H6.2: The relationship between young children /adults who are characterized by a concept oriented family communication and their level of materialistic values is mediated by the individual exposure to television viewing.

Parent

H7: There is no significant difference in respondents’ opinions on “Exposure to advertising”, “Unnecessary purchasing”, “Low nutritional food”, “Materialism”.

H7.1: There is no relationship between independent variable “Exposure to advertising” and dependent variable “Low nutritional food”

H7.2: There is no relationship between independent variable “Exposure to advertising” and dependent variable “Unnecessary purchasing”

H7.3: There is no relationship between independent variable “Exposure to advertising” and dependent variable “Materialism”