Abstract:
School going children’s is an important target market segment in the junk food. School
going children’s exert a great amount of influence for various products. For junk foods,
they are active information provider and buyers; whereas for other product categories,
they influence purchases made by the parents. School going children’s often try to
influence their parent's purchases of junk food items. Here we attempt to isolate those
variables that determine the buying behavior of children. In this study on the age group
between 9-14 years (from Chennai only-areas like Avadi, Ambattur, Anna nager,
CMBT, T.Nager, Vadapalani) factors influencing children buying behavior. Here we
also tried to find out the growing influence of commercial on kids. And, how they
perceive about product attributes. With the help of the research this is interesting to
know the fact that children tend to pay more attention to nutrition, hygienic conditions
and food safety.
