A study on Brand Consciousness among Children and Its Impact on Family Buying Behavior

Abstract

The dawn of new century has seen India emerging as one of the largest markets for commodities and services. Corporate now recognized that its real value lies not in production and distribution, but out side the business itself i.e., in the minds of potential buyers. After realizing the fact, they  started giving due consideration for brands and the equity they create in the market and in the consumer minds. Few studies deal with the role of children in the family buying process. The present study has two dimensions to it, viz, a) study the level of brand consciousness among children, and b) Its effects on family buying behaviour.
The researchers also made an attempt to know: what the consumer is actually looking for in branded products, whether Indian consumers value only branded products or give equal value for unbranded quality products. In this study a sample of 150 children and 150 parents are taken and data was collected through convenience sampling technique by a structured questionnaire. This study was conducted in the Thiruvananthapuram and Kochi districts in Kerala. The responses are presented in the form of statistical tables for clear and easy comprehension. The researcher on the basis of findings has given valuable suggestions to the marketer that would help in product planning, product promotion, and product pricing.