文章基本信息

标题：How Promotional Advertisements Can Change the Buying Behavior of Children
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作者：Muhammad Irfan Akram ; Sheikh Aftab Ahmad ; Ahsan Ul Haq 等
期刊名称：Information Management and Business Review
电子版ISSN：2220-3796
出版年度：2019
卷号：11
期号：3
页码：46-50
DOI：10.22610/imbr.v11i3(I).2946
语种：English
出版社：International Foundation for Research and Development (IFRD)
摘要：This study aims to highlight the impact of promotional advertising on children's buying behavior. Promotions are tools that maximize the sales of any organization. Retailers or manufacturers apply this tool to invite consumers to buy more products. The proposed study aims to focus the advertising impact on child purchases in the Pakistani capital. It is convenient to sample 500 respondents and collect data with the help of the questionnaire. The results show that there is a negligible correlation between the purchase behavior and coupons. On the contrary, buying one-to-one free, the physical environment impacts significantly on the purchase behavior. The proposed research helps marketers recognize most effective promotional ads that can significantly affect a child's buying behavior.
关键词：Promotions;coupons;children buying behavior;discount;free sampling