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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”

3.5 SIGNIFICANCE OF THIS STUDY

In the Scenario of today’s increased competition and the rapid changes in the socio-economic environment, it is becoming increasingly crucial especially for marketers to become consumer oriented i.e., focusing more towards what consumers wants. Generally, the purchasing behavior of consumer plays an important role in the strategic market scheduling especially for the marketers and researchers. In the recent years there was quite an increase in the consumer behavior, which has resulted in the development of new dimensions and increased knowledge scope of marketers and researchers. Keeping this in view, it is very much important for the entrepreneurs to know about the insights of the consumers’ and to gauge those elements which result in the way in which the consumers respond towards any product / service.

Hence in order to gauge the rapid shifts in the cultural and social class aspect, this research will intend to identify and explain and likely changes that that have led the children to become immediate consumers of the product and in some cases have become major influencer in the purchase decision within the family. This research will help the marketers in understanding the various roles of children within a family; moreover, it would help to analyze how the influence and dominance of children varies based on diversified range of the product categories. Marketers will also have an idea of what are the stimulating factors within different product categories and that the level of socio-cultural changes which have caused rapid changes in the purchase influence of children within a family.

3.6 CONCEPTUAL FRAMEWORKS THAT INSPIRED THE MODEL IN THIS STUDY

Adapted from Mochis & Churchill (1979)

Materialism: Daun (1983) described materialism as a lifestyle in which a high level of material consumption functioned as a goal and served as a set of plans. Materialism lends meaning to life and provides an aim for everyday work.

More relevant to this paper, Richins and Dawson (1990) considered materialism a value orientation with at least three components: a status component, which reflects the intended and actual use of material objects as a means of social recognition and to symbolize one‘s personal success; the expectation or aspirational component of materialism concerns the extent to which an individual believes that acquisitions of material objects will lead to personal happiness and enjoyment of life; and an affective component represented by the degree to which an individual actually does find possessions to be a source of satisfaction. Materialism is ―an organizing or second-order value that incorporates both the importance placed on certain end states (achievement and enjoyment values) and beliefs that possessions are appropriate means to achieve these states, (Richins and Dawson, 1990).

Richins and Dawson‘s (1992) view of materialism rests on the two processes of acquisition and possession. They believe that these processes organize and guide the materialist‘s plans and behaviours under the expectation of certain favourable end states. There are three themes in their concept of materialism. First, acquisition is central to the lives of materialists. It not only serves as a focal point, but also organizes behavioural patterns. Acquisition serves as a set of plans and goals that directs and guides daily endeavours. Second, acquisition is a means of achieving happiness and well-being in life. To materialists, both acquisition and possession of goods are essential to satisfaction and well-being in life. Finally, materialists use possessions to display success or status. They judge their own and others‘ success by the number and quality of possessions accumulated. They view themselves as successful to the extent they can possess products that project the desired self-image.

Family Communication and Materialism:

The domain of family communication includes the content, the frequency, and the nature of family member interactions (Palan and Wilkes, 1998).

The origins of family communication research in marketing can be traced to a study conducted in political socialization which utilized two dimensions from Newcomb’s (1953) general model of affective communication, (McLeod and Chaffee, 1972). The first dimension, socio-orientation, captures vertical communication, which is indicative of hierarchical patterns of interaction and establishes deference among family members (McLeod and Chaffee, 1972). This type of interaction has also resulted in controlling and monitoring children’s consumption-related activities (Moschis, 1985). The second dimension, concept-orientation, actively solicits the child’s input in discussions, evaluates issues from different perspectives, and focuses on providing an environment that stimulates the child to develop his/her own views (McLeod and Chaffee, 1972). This type of communication results in earlier and increased experience and learning of different consumer skills and orientations among children (Moschis, 1985).

Pluralistic parents (low socio-orientation, high concept -orientation) encourage their children to engage in overt communication and discussions. This communication pattern results in children that possess independent perspectives and become skilled consumers. Consensual parents (high socio-orientation, high concept-orientation) encourage children to formulate independent ideas, but maintain a hierarchy of power within the family and control and monitor their children’s consumption environment. Laissez-faire parents (low socioorientation, low concept-orientation) can be characterized as having low levels of parent-child communication in general. Children in this type of environment are more influenced by external socialization agents such as the media and peers. Finally, protective parents (high socio-orientation, low concept-orientation) emphasize obedience. They promote vertical relationships with their children, focus less on issue-oriented communication, and tightly control and monitor their children’s consumption (Moschis, 1985).

Children in families that use socially-oriented communication patterns, which stress harmony among family members and the avoidance of conflict demonstrate higher levels of materialism (Moschis and Moore, 1979). Children in families that use concept-oriented communication patterns, which encourage independent thinking, demonstrate lower levels of materialism (Moore and Moschis, 1981). Adolescents who communicate less frequently with their parents about consumption have been found to be more materialistic (Moore and Moschis, 1981). It should be stressed, however, that socially-oriented and concept-oriented communication patterns are not mutually exclusive.

Television Viewing and Materialism:

Television has a number of essential qualities that may contribute to its impact as an agent of consumer socialization. First, television is ubiquitous. In terms of exposure, television rivals many traditional socialization agents such as school, church, and even parents. Second, television’s effects are often invisible. Because so many people watch television, its effects can become obscured. In addition, television has other characteristics that contribute to its socializing effect. Television supplies its viewers with images, accounts, and stories of life that are often far removed from the viewer’s daily experience and social milieu (O‘Guinn and Shrum, 1997).

A study conducted by Churchill and Moschis (1979) to assess the interrelationships among television viewing and materialism among adolescents found that the amount of television viewing was positively correlated with materialistic values. They found that the amount of television viewing among adolescents decline with age and that materialistic values tend to increase with the amount of television viewing.

3.7 THE CONCEPTUAL MODEL FOR THIS STUDY

3.8 SAMPLING FRAME

The data for this study was collected from Indian students representing different schools located in Visakhapatnam. Also efforts were made to give fair representation to both genders. The data was collected through a questionnaire involving a convenience sample comprising of boys and girls. A convenience sampling technique from the same population was used for data collection as the respondents selected were found in this school. Convenience sampling was considered as

it is least expensive and least time consuming of all sampling techniques. Ferber (1977) identified some prerequisites in order to utilize the students sample by a convenience sampling: first, subjects should be relevant to the topic of the study; second, student subjects can be utilized when a study is an exploratory research; and lastly, the sample size should be large enough for analytical purposes. It is believed that the data collections in the current study have been satisfied with these three conditions. The study was designed towards measuring the attitude of children towards Television Advertisements by means of exploratory factor analysis (EFA) through two data collections. The reason why the age interval from 8-14 was defined is because children below the age of eight have limited processing skills and children above fourteen years of age use a variety of strategies for storing and retrieving of information almost similar to the grown-up people (Selman, 1980) and also because this age group constitutes the “tweenager market”.

UNIVERSE AND SAMPLING

The study is on antecedents of children attitude towards TV advertisements and its influence on family purchase decisions with reference to city of Visakhapatnam. In the process of procuring information relevant to the study, it is decided to collect information from children as well as parents. As collecting information from the child and corresponding parent is partially difficult, it is decided to select children as well as parents individually.

In case of children, it is decided to collect information from the schools, which were classified into 3 categories namely

· Government managed schools

· Private managed national schools

· Private managed international schools

It is observed that strength of the sections of the government managed schools almost double than private managed schools. Hence decided to collect data from one government managed school, two private managed national schools and two private managed international schools.

Out of the big government oblique GVMC managed schools, one school was randomly selected and that was GVMC school (Kancharapalem). Out of the private managed national schools and international schools, two schools each were selected randomly and they are Sri Venkateswara school (Madhurawada), Timpany school (Visakhapatnam) from national schools and Silver Oaks international school (Rushikonda), Ameya world school (Sanghivalasa) from international schools.

From each selected school on a particular day of visit by the researcher, students who are studying 3rd class to 10th class are identified and requested them to answer the questions in the questionnaire.

Out of the available students all the students are not responded positively and finally 110 students from GVMC, 116 from Sri venkateswara school, 52 from Timpany school, 28 from Silver Oaks international school, 77 from Ameya world school are cooperated the researcher till the completion of the questionnaire.

In case of parents, selection was done for parents of the students studying in the above mentioned five schools studying 3rd class to 10th class. Researcher and her team personally visited school premises (all the 3 types of schools which are government managed school, private managed national school and private managed international school) and personally requested their parents for their responses to structured questionnaire prepared by the researcher. This was done continuously for one week.

Ultimately the researcher could able to collect information from 42 parents of students studying in government maintained school, 95 from private managed national schools and 83 from private managed international schools.

That is, in this thesis a 2 stage sampling technique method was adopted. In the first stage 5 schools belongs to 3 different categories were selected from the adjusted schools in Visakhapatnam city. In the second stage information was gathered from those selected schools.

Information from parents were selected from the parents of the children studying on 3rd standard to 10th standard in those 5 schools.

TABLE – EDUCATIONAL INSTITUTIONS AND STRENGTH AT A GLANCE– 2017-18

Management wise schools	Students
s.no	Category of institutions	Central govt.	State govt.	Mandal parishad	Municipality	Private aided	Private un-aided	Total	Boys	Girls	Total
1	Primary schools	0	761	2317	115	48	247	3488	87975	83478	171453
2	Upper primary schools	0	51	242	5	11	438	747	41059	37944	79003
3	High schools	10	213	271	27	26	608	1155	206286	186242	392528

SOURCE: DISTRICT EDUCATIONAL OFFICER, VISAKHAPATNAM

TABLE – PRIMARY SCHOOLS AND UPPER PRIMARY SCHOOLS (AS ON 30TH SEPTEMBER – 2017)

Management wise schools	Students
s.no	Division/Mandal	State govt.	Mandal parishad	Municipality	Private aided	Private un-aided	Total	Boys	Girls	Total
1	Primary schools (Visakhapatnam urban)	2	0	77	19	61	159	15221	13583	28804
2	Upper primary schools (Visakhapatnam urban)	0	0	3	7	64	74	5694	5781	11475

SOURCE: DISTRICT EDUCATIONAL OFFICER, VISAKHAPATNAM

TABLE – HIGH SCHOOLS (AS ON 30TH SEPTEMBER – 2017)

Management wise schools	Students
s.no	Division/Mandal	Central govt.	State govt.	Zilla parishad	Municipality	Private aided	Private un-aided	Total	Boys	Girls	Total
1	High schools (Visakhapatnam urban)	7	2	0	17	17	183	226	54965	49762	104727

SOURCE: DISTRICT EDUCATIONAL OFFICER, VISAKHAPATNAM

3.9 SAMPLE SIZE

Out of 603 respondents, the 383 questionnaires were administered to school children of boys and girls in the age group of 8-14 years. The students participated in the study with the permission of the school principal and co-operation of the classroom teachers. Data collection took place in the classrooms in the normal school days. In each class, after an introduction, questionnaires were distributed to the students. They were told not to discuss the questions with their classmates. Instructions on how to answer the questions was provided to the students. The completely filled questionnaires were then submitted. All the questionnaires distributed were collected with 100 per cent response rate. Another 220 questionnaires were given to the parents of the respondents.

3.10 DATA COLLECTION INSTRUMENT

Data is an important tool for the success of the study. In order to make meaningful research a suitable methodology has to be adopted. The study was based on primary data collection of data. Some part of the study involved content analysis of television ads to assess the various promotional appeals present in TV ads, but the overall dominance remains with the primary data collecting through the research instrument. In case of descriptive research, the primary data can be collected either through observation or through direct communication with the respondents in one form or the other. In spite of a big universe and a large sample size the tedious work of collection of data has been completed successfully for the purpose of investigation and data collection, survey method was used as it is very common in communication and marketing researches. As, the present study is based on primary data, which were collected on a specially structured pre-tested questionnaire through personal interview method. For the above said study, the data regarding various aspects of TV advertising were collected with the help of questionnaire prepared keeping in mind the operationalization’s and conceptualization of all items. Two questionnaires were structured, one for children and other for parents. The questionnaires used in the survey was first constructed in English, and then translated into telugu as data was to be collected from uneducated parents. Scheduling of the questionnaire was made in the class rooms to collect the data from the children. Parent ‘s questionnaire was given to children for getting it filled from their parents from home. In order to ensure the return children were offered small gifts, if they return it within two days. Small gifts in form of pencil box, chocolates, biscuits and juices were offered to children on return of the parent ‘s questionnaire. The response rate was very high i.e. 99 percent children bought back the questionnaire completely filled from their parents. The questionnaire was pre-tested to judge its reliability and validity. Every effort was made to select appropriate items that used clear wordings, simple language, and items really short on scale, avoiding of emotionally loaded items, leading items, double questions and avoiding questions with false premises.

3.11 PRE-TESTING

Pre-testing is essential to validate if the questionnaire captures all the information to fulfil the objectives of the study (Sathya, 2013). This step also helps determine the reliability of the research instrument, in this case a questionnaire. The pilot study/pre-testing was conducted across 75 responses gathered from the stores in consideration for this study.

3.12 RELIABILITY TESTING

All the 75 responses were tested for reliability. SPSS v.25 was used for this. The reliability results are below.

Cronbach’s Alpha

Cronbach’s Alpha	Cronbach’s Alpha Based on Standardized Items	N of Items
0.923	0.922	75

The data shows that the items are highly reliable and the samples satisfy the normal distribution rationally.

3.13 ETHICAL CONSIDERATIONS

During the self-administration of the questionnaire and the interviews, the purpose of the survey was explained to the participants. It was made clear that the participation was voluntary. The privacy of individual respondents is maintained.

Accuracy in reporting the findings is maintained. The data collected has not been misrepresented and findings not altered.

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