Influence of Television Advertisement on the Purchase Pressure of Children on Parents in ABA (A Study of Milo and Oral-B)
DOI:
https://doi.org/10.53555/nnssh.v8i2.1184Keywords:
Purchase Pressure, Television Advertisement, Children Behaviour, Pester, Power, Household ProductsAbstract
Television advertisement has over the years played important role in persuading children to pressurise their parents to purchase different categories of products. Advertisers now take this advantage to sell their products. House hold products like Milo and Oral-B are not exceptional in this trend. This study was carried out to investigate how the products’ ads have influenced children to pressurise their parents to patronise the products for their sake. The study which adopted the survey research design was conducted in Aba Metropolis, Abia State, Nigeria. The population of this study comprises adults from age 20-60 in Aba North and Aba South. These adults comprise parents, guardians, aunties and uncles of the children between the ages of 6-12 directly living with them The sample size was 200 purposively chosen from a pre-investigation to determine parents and guardians whose children are exposed to the advertisements of Milo and Oral-B. Results from the study revealed that 60% of the respondents strongly agreed that television advertisements of Milo and Oral-B toothpaste have propelled their children to pressurise them in buying these products. It concludes that television advertisements influenced children to pressurize their parents towards purchasing these products. Major recommendations from the study is that parents should watch out for television advertisements that mislead children and this can be done when parents view television advertisements with their children and discuss advertising contents with them in the process and let them know what they should look out for in advertisements.
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