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A Study on Brand Consciousness Among Children and Its Effect on Family Buying Behaviour in Bangalore City

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A Study on Brand Consciousness Among Children and Its Effect on Family Buying Behaviour in Bangalore City
Nithila Vincent
Assistant Professor
Department Of Commerce
Christ University
Hosur Road
Bangalore-560 029

DECLARATION

I hereby declare that the research paper titled," Brand consciousness among children and its effect on family buying behaviour in Bangalore City", submitted by me is of my original research work. It does not form part of any previous dissertations, thesis or reports published or submitted for publication elsewhere.

Place: Bangalore

Date: 24 September 2005 Nithila Vincent

A STUDY ON BRAND CONSCIOUSNESS AMONG CHILDREN AND ITS EFFECT ON FAMILY BUYING BEHAVIOUR IN BANGALORE CITY
Executive Summary

Children today are extremely aware of the various brands in the market and are conscious of the products they use or consume. They pick and choose carefully according to their needs, style preference etc. They also exercise a lot of independence in decision - making and influence the family buying behaviour. Today's kids are well informed, better than their parents. This is because virtually from birth today's children are exposed to TV commercials, banner ads, billboards, logos, and product promotions.

This study is an attempt to examine the level of brand consciousness among Indian children. Most of the studies conducted on brand consciousness among children were done in the U.S. or elsewhere outside India. Few specific studies on brand consciousness among Indian children have been conducted so far. Further, this study also analyses the effect of such brand consciousness in children on the family buying behaviour.

This study is based on the findings of a survey of 222 children and 222 parents spread over the south of Bangalore City. The children were in the age group of 8 to 16 years, both boys and girls selected at random within the age group mentioned, using convenience sampling method without any stratification to obtain a uniform size of respondents in each age / sex category.

For the purpose of the study the data has been collected from
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