IMPACT OF TELEVISION ADVERTISING AND CELEBRITY ENDORSEMENTS ON THE PESTER POWER AND BUYER BEHAVIOUR OF CHILDREN IN INDIA
Children these days decide everything. They have indirectly become decision makers of the household. From the purchases in the house to what clothes they want to wear. The market at present is of children and the youth. Children are referred to as ‘the king’ in the consumer group. The aim of this di...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2009
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| Online Access: | https://eprints.nottingham.ac.uk/23076/ |