A Study on the Influence of Advertisements and Peer Groups in Purchase Decision-Making Process

ICIMP-2018 | SPECIAL ISSUE | SEP-2018 | Published Online: 03 October 2018    PDF ( 223 KB )
Dr. S. Yuvaraj 1; Ms. Anne Mary Antony 2

1Asst. Professor, Department of Commerce, University of Madras, Chepauk, Chennai (India)

2M.Phil Scholar, Department of Commerce, University of Madras, Chepauk, Chennai (India)


Media has occupied a vital role in our lives. The growth of the media and advertisements has increased awareness among the children and they are emerging as the most powerful influencers in the family purchase decisions. Children over five years of age have the cognitive ability to comprehend and reason the information accurately. Marketers use this category of audience effectively, by creating promotions that are attractive to them. They use promotional characters and themes which increase „pester power‟ in children. Brand knowledge is instilled in children through these advertisements and largely due to the peer influence, which affects the economic and social life of the parents. This paper focuses on the influence of advertisements and peer groups on children in their decision-making process. Peer influence becomes prominent in adolescents, as it is at this stage that they begin to analyze the market. As marketers do not stop the creation of attractive advertisements, and with the increase in peer communication among children, there comes about an increase in parent-child conflicts that disrupt peaceful family systems and also leads to unhappier and discontented children in families. Parents have to take effective measures to overcome these situations and bring up more, healthier, happier and contended children.

Advertisements- children-cognitive ability-attractive promotion-peer influence- pester power-change in attitudes-parent-child conflict
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