Published Paper Details:

This paper also gives brief account on television and children, confectionery products advertisement targeted towards children. Before few years back children of 5 years age would not be able to distinguish advertising form other daily soaps or programs. By the age of 7 to 8 years children have learned to identify the influencing intent and get aware about persuasion shown in advertisement. They have learned to distinguish advertisement from information. Till the age of 12 years children surely developed their behavior as consumer as they have fully developed to articulate a critical understanding of it. Hence, 12 years is commonly used as the cut-off point for children developing their behavior as consumers. We can say that at this age children are psychosocial development is profound. Confectionery products has built its own importance in public minds from the beginning as it plays a vital role in any festivals and special occasions in our India. Thus in India we can say that confectionery industries has got huge potential to develop and expand itself. And so it has shown a tremendous growth from last few decades. Thus, the researcher have choose the age group of 7-12 years for study. The aim of the study is to determine the impact of confectionery products on children and the influence of it dependent on the time of watching television. Also to know the assessing variables that influences children to make purchase thereby influencing parents. By the survey and the findings it was found that children are highly influenced by television advertisements as they watch television daily on an average of 2-3 hours a day. The assessing variable with the advertisements are the most influencing part for children to make purchase by convincing their parents. It was also found that advertisements creates materialism in children and hence they use pester power to convince parents.