International Journal of Marketing and Business Communication

Dheeraj Nim ¹, Simranjeet Kaur Sandhar ¹, Tanvi Dashora ²

Affiliations
1 Indore Institute of Science and Technology, Indore, Madhya Pradesh, IN
2 Indore Institute of Management and Research, Indore, Madhya Pradesh, IN

Abstract

As per the research, an average viewer sees 47 advertisements a day making it 17155 advertisements in a year. Gaining an understanding of the tweenagers' (children between the ages 8 and12) attitude toward TV commercials is important to marketers for two reasons. First, these children are believed to be capable of developing psychological constructs, making comparisons, and forming impression. Second, marketers are discovering that it is a segment with immense marketing potentials. Compared to their predecessors the tweenagers are more affluent and have many choices. They have significant influence on the purchase behaviour of their parents. Keeping these in view, marketers of many consumer products all over the world have targeted this segment although few of the researches are being done keeping this category in view. The present study is, therefore, targeting this group to analyze the attitude of tweenagers towards advertisements. The study focused on gender flexibility of tweenagers by classifying them as high and low gender flexible and the attitude associated with it.

Keywords

Tweenagers, Gender Flexibility, Attitude, Advertisements.

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