Relationship between exposure to child-targeted television and internet marketing, parents' purchase decisions, and children's pester power
Date of Publication
2011
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Applied Corporate Management
Subject Categories
Business Administration, Management, and Operations
College
Ramon V. Del Rosario College of Business
Department/Unit
Business Management
Thesis Adviser
Benito Teehankee
Defense Panel Chair
Raymund Habaradas
Defense Panel Member
Francis Loseo
Abstract/Summary
The study examines if there is a relationship between the exposure of children to Television (TV) and Internet marketing, and their pester power. To verify, the researchers checked if there is an association between the levels of exposure they get to the number of times they make product requests to their parents. Moreover, the study also considered parents decisions to purchase in understanding the possibility of a child pestering. It also examines whether parents believe that their child pesters more if they decline the request. To test these claims, the researchers tapped 120 parents for the survey. The respondents answered a survey online regarding their childrens exposure to media marketing, their childrens purchase requests, the parents purchase decisions, and their childrens pester power. The researchers found that there is a positive relationship between the exposure to child-targeted TV and internet marketing and frequency of a childs purchase request. This means that the more a child is exposed to TV and Internet marketing, the more he/she makes product requests to a parent. However, it is not necessarily that if a child requests more, the parent will agree to buy. This study also verified that most parents believe that the child pesters if they do not buy the product requested.
Abstract Format
html
Language
English
Format
Accession Number
TU14768
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
93 leaves: ill (some col.) ; 28 cm.
Keywords
Mass media and children; Television and children; Internet marketing
Recommended Citation
Bello, J., Chia, I., Lim, N., & Tinimbang, L. (2011). Relationship between exposure to child-targeted television and internet marketing, parents' purchase decisions, and children's pester power. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/10531
Embargo Period
12-3-2021
