Effect Of Advertising On Purchasing Behavior On Children In China

Today the researches show that the advertisements play an important role on customers choosing goods or services and especially are more effective on children as consumer. Advertising is to offer an advertisement affects consumers. Is also a form of marketing communication used to encourage, persuade, or manipule an audience (viewers, readers, or listeners, sometimes a specific group) to take or continue to take some action. This study will show us the effect of advertising to children. The quantitative approach will be done with more200children respondents, and the respondents are in the ages5years to12years and their parents. In this case, I will totally focus to Chinese children.Like I just said my study will specially concentrate to Chinese children’s perceived truthfulness, liking and their attention of advertising, especially television.The one-child policy in China has created a generation of only children in many urban areas. Popularly called xiao huang di or little emperors, these unique children are widely considered an important market force. For this reason, urban China offers a unique environment to study the influence of children in the purchase of family decision making. The objective of this study is to explore the extent to which the effects of advertising on children in china may limit.In my present work I cannot close without saying something about china advertising history. China the biggest country in world has an interesting advertising history; china went through three major stages in the history of advertising:firstly advertising up to the end of world war two. Secondly the high period of state sponsored propaganda from1949to1980. And thirty contempory china that is china after the open door policy began in the late1970s. After the study, the results show that nearly equal proportions of children perceived that television advertising was mostly true and mostly not true. The approach was mainly derived from their perception of advertising content. The bases for skepticism about commercial depend by age. The older children depended on personal user experience and the younger children relied on others’comments. Chinese children liked television advertising and watched commercials sometimes, like children in the western countries. The Chinese children reported that their parents often used commercials to teach them about good and bad product to avoid.