A Study on the Parents Perspective Regarding the Impulse Buying behaviour of Children in Retail Outlets of Cochin City with Special Reference to Snacks | Zendy

Sagini Thomas Mathai | Zendy; A. Dharmaraj | Zendy

Open Access

A Study on the Parents Perspective Regarding the Impulse Buying behaviour of Children in Retail Outlets of Cochin City with Special Reference to Snacks

Author(s) -

Sagini Thomas Mathai,

A. Dharmaraj

Publication year - 2017

Publication title -

international journal of research in arts and science

Language(s) - English

Resource type - Journals

ISSN - 2394-9759

DOI - 10.9756/ijras.8153

Subject(s) - perspective (graphical) , impulse (physics) , advertising , business , marketing , psychology , computer science , artificial intelligence , physics , quantum mechanics

-The study was intended to find out the impulse buying behavior of children in snacks on a parent’s perspective. Children are having more independent decisions in purchasing snacks, confectioneries and other items related to them as compared to the earlier generations. Marketers are trying to attract the attention of the children by various means like advertisements, sales promotions, attractive packaging, free offers etc. The Children are also attracted by TV advertisements. The study also tried to analyze the impulse behaviour of children and the impact of it on the age and income of their parents. It was found out that the age of mother has an impact on the impulse buying behaviour. The study also shows that TV advertisement has an impact on the impulse buying behaviour of children. Keywords--Impulse Buying Behaviour, Advertisement, Snacks.

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