ROLE OF PRODUCT CHARACTERISTICS AND ANIMATED SPOKESPERSON CHARACTERISTICS ON CHILDREN BUYING BEHAVIOR

Abstract

In today's world “children commercialization” phenomena grow with the increasing
rate. It means the grooming of children consumer hood and treatment of childhood as
the marketing opportunity. In today's competitive world companies promote their
products with more added features to attract their targeted customers because
children's has influence on their family buying decision. Children's using their pester
power. Recently companies focuses on animated advertisements. They introduce the
new cartoon characters to get the attention of children's. Companies use their animated
spokesperson as their transmission media to convey their message to their target
segment especially children segment. Primary data collected from the children's of
different schools of Peshawar. For data collection self-administered questionnaires
were chosen. Secondary data was collected through journal articles, conference
meetings and books that help a lot in fulfilling research literature review and give the
brief idea about research. Secondary data is also helpful in giving the citation. Sample
size of research is one hundred and fifty (150). The data collection is done on the
individual basis. As we know that Pakistan is developing country so the people of
Pakistan are very much pricing conscious, the firms must use the animated
spokesperson characteristics. The firm makes the animated character which represents
the children and teen agers as well. The animated spokesperson characters are very
much liked in Pakistan. The animated spokesperson color attracts the children mostly.
The children like the colors. They wanted to adopt the same colors of their animated
hero. The color has high influence on the children.