Television Viewing and Consumer Behavior: The Effect of Personality Traits and Demographic Variables on Children’s Consumer Socialization.

Dr. Zeenat Ismail, Jehangir Kaleem

Abstract


The central purpose of this study was to find out the relationship between television viewing habits of children and their consumer behavior, however this study also focuses on possible factors influencing television viewing. A total of 50 questionnaires were distributed to school going children between the ages of 10-12, personality measurements were taken through a semantic test. The aspects of children’s consumer socialization included in this study are how much television children watch, what they watch and their purchasing behavior. The children’s gender and family income are considered as influences on their television viewing and consumer socialization. Results of the study indicated that family income and personality traits had a significant effect on the Childs consumer socialization; it also identified relationship between other demographic factors and consumer socialization. Shown by a p value in the chi-square table as p<0.1. This research was originally conducted in Malaysia and it will be interesting to see its results in Pakistan, secondly with the growing influence of television viewing in our everyday lives and also the identification of children as a vital part of the consumer population this study carries importance both in the field of psychology and marketing.

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DOI: http://dx.doi.org/10.5296/jsr.v4i2.3795

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