1Asst. Prof. in Commerce, Govt. College of Arts, Science & Commerce, Khandola-Marcela, Goa. Pin: 403107
2Head of the Department Department of Commerce, Goa University Taleigao-Plateau, Taleigao-Goa, Pin: 40320
Online published on 4 August, 2018.
Parents are concerned about the influence of advertising on children, their T.V viewing habits and their consumption of advertised products. They want to protect their children from the undesirable effects of advertising. As a result, they exert a lot of control on the T.V viewing behaviour of their children and also consumption of advertised products.
The aim of this study has been to find out parents attitude towards advertising, T.V viewing and consumption of advertised products and how they have been able to control their children's behaviour in this respect.
Data has been gathered from urban and rural areas of Goa during the period from August 2013 to April 2014. Parents of children in the age group of 6–12 years were approached through the schools. They were told to take the questionnaire home and get it filled by the parent who spent maximum time with them. Parent's attitude was measured through parental advertising mediation scale developed by Young, De Bruin and Eagle (2003) and partially by Walsh, Laczniak and Carlson (1998).
The results of the present study show that rural parents are more concerned about the influence of advertising on their children's T;V viewing habits and consumption of advertised products and exercise strict control and try to avoid conflicts that may occur due to inability to satisfy their children's demands;
Parents in general are concerned about their children's T;V viewing and consumption of advertised products and undertake various measures to control their children's T;V viewing and consumption behaviour like controlling programs viewed by children, monitoring T.V viewing and encouraging other activities like playing instead of T.V watching.
Parental attitude on advertising, T.V viewing and consumption of advertised products has been dealt with in various literatures but there is hardly any study conducted in the state of Goa. The current study goes into this aspect and investigates the situation that exists in urban and rural areas in Goa.
Advertising, advertised products, children, parents, television
