Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July08-Article5-Television Viewing Behaviour Among Indian Kids
- Price : 80.00
- Published on July 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Children in India have become most influential agents in the family purchase decisions and television the most popular medium to communicate with them. It is therefore important to understand their television viewing habits to enable marketers and advertisers reach out to them in a better way. This study focuses on understanding the television viewing behaviour of Indian kids. The research indicates that television watching is the most favourite activity among kids and they prefer watching television over playing, reading, socializing and studying but they do not like watching advertisement on television. Average television viewing time varies from 1.20 hours (School days) to 2.47 (Non – school days).
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.