International Journal of Marketing and Business Communication

Ramesh Babu Kakumanu ¹

Affiliations
1 Associate Professor, MBA Department, Vignana Bharathi Institute of Technology, Hyderabad, Andhra Pradesh, IN

Abstract

Children's psychology is complex and quick learning especially at visual and vocal contents and adopts the learning and building knowledge about the advertisements in the process of visual constructivism. This study is about the child psychology in the approach of constructivism towards advertisements in animation channels and study includes kids who are in less than 7 years age group and tweens who are between 8-12 years age group with an objective to test the relevance of constructivist psychological theory related visual contents in the form of advertisements on cartoon channels. The total sample size is 275 including 140 kids and 135 tweens and the respondents are asked to give their preference of choice by ticking the right option, which are converted into contingency table and applied phi - correlation test with the help of chi-square test and as well cell chi-square test.

Keywords

Constructivism, Children, Advertisements and Cartoon Channels

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Ramesh Babu Kakumanu ¹

Affiliations
1 Vignana Bharathi Institute of Technology, Aushapur, Ghatkesar, Hyderabad, Andhra Pradesh, IN

Abstract

Advertisements are unavoidable and unseen. Everyone has to come across advertisements in daily life. Soft drinks advertisements are more possessive about their customers and pumping into their possible medium with innovative and creative concepts to reach their customers, since soft drinks emerged as crucial part of meal take in the modern era and is consistent in escalating the growth of industry. The recent growth of soft drinks in Indian market has been enormously projected in all the relevant reports. Though the Indian consumption rate is less than the world's consumption, it has greater impact on youth drinks. Youths have been pondering their favouritism towards the beverages during all their parties and functions. Telangana youths are aggressive in nature and they are in mood of enjoying their achievement of getting their new state formed from the United Andhra Pradesh. This article is aimed at knowing the impact of advertisements on soft drinks consumers in Telangana State. An attempt has been made to verify the relationship between advertising elements of soft drink brands and demographic characteristics of the customers, the preference of soft drink consumers with respect to brand ambassadors, and also to examine which emotional ad is mostly preferred. Data is collected from 573 Telangana consumers. The techniques like Chi-Square, Lambda, Goodman and Kruskal tau, and Cramer's V are used to test association and intensity of the relationship among the variables.

Keywords

Soft Drinks, Preferences, Advertisements, Telangana Consumers, Association Tests.

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