Professional Documents
Culture Documents
s
Greenwich University
PROPOSAL
BBA-DISSERTATION
Topic of Dissertation
The use of children in advertisements of liquid hand washes and soaps that influence
buying behavior and patterns
Student Name
Maryam Rizwan
Reg # BS33 2772
Supervisor
Mr. Kamal Ayub Quraishi
CHAPTER 1............................................................................................................. 7
INTRODUCTION...................................................................................................... 7
1.1 Background....................................................................................................... 7
1.2 Consumer and customer........................................................................................ 8
1.3 Buying Behavior................................................................................................. 8
1.4 Advertising........................................................................................................ 9
1.5 Children as influencers to mothers...........................................................................9
1.6 Lifebuoy brand and company analysis....................................................................11
1.6.1 Philosophy................................................................................................. 11
1.6.2 Mission..................................................................................................... 11
1.6.3 Product Positioning...................................................................................... 11
1.7 Consumer Analysis of Lifebuoy (liquid hands wash)...................................................12
1.8 Aim of this study............................................................................................... 14
1.9 Research Objectives........................................................................................... 14
1.10 Research questions........................................................................................... 14
1.11 Research problem............................................................................................ 15
1.12 Rationale of the study....................................................................................... 15
1.13 Scope of the study............................................................................................ 15
CHAPTER 2........................................................................................................... 16
LITERATURE REVIEW............................................................................................ 16
2.1 Socialization of children...................................................................................... 16
2.2 Information-processing theory.............................................................................. 16
2.3 Advertising and media........................................................................................ 17
2.4 Brand positioning.............................................................................................. 19
2.5 Consumer oriented market................................................................................... 22
2.6 Educating children............................................................................................. 23
2.7 Personal hygiene............................................................................................... 24
CHAPTER 3........................................................................................................... 27
METHODOLOGY.................................................................................................... 27
3.1 Research methods.............................................................................................. 27
3.2 Sample size..................................................................................................... 27
3.3 Data Collection Method...................................................................................... 27
3.4 Time orientation................................................................................................ 27
3
3.5 Dimensions of this reseach................................................................................... 28
3.6 Data analysis.................................................................................................... 28
CHAPTER 4........................................................................................................... 29
DISCUSSIONS....................................................................................................... 29
4.1 Childrens Perception......................................................................................... 29
4.2 A marketers take on the topic............................................................................... 30
4.3 An Advertising Agencys Perspective......................................................................31
4.4 Mothers Views................................................................................................. 33
CHAPTER 5........................................................................................................... 35
CONCLUSION....................................................................................................... 35
CHAPTER 6........................................................................................................... 36
RECOMMENDATIONS............................................................................................ 36
CHAPTER 7........................................................................................................... 37
LIMITATIONS......................................................................................................... 37
DECLARATION
I, Maryam Rizwan, affirm that my dissertation titled: The use of children in advertisements
of liquid hand washes and soaps that influence buying behavior and patterns declares that
this thesis is my own work and effort and that it has not been submitted anywhere else.
Where other sources of information have been used, they have been acknowledged
I also confirm that I have fully acknowledged all those individuals and organizations who
have contributed to the research for this dissertation.
It is explicitly understood that Greenwich University reserves the right to check originality of
manuscript both manually & electronically (by using software approved by HEC).
ACKNOWLEDGEMENTS
Firstly I would like to thank the Allah Almighty for his blessings and for the timely
completion of the research. I would also like to thank and appreciate the efforts of my thesis
supervisor Mr. Kamal Ayub Quraishi for his assistance at every step of the report.I would
also like to thank Mr. Sherbaz Khan for providing me with valuable information and guiding
me throughout this research.Lastly, to all the students who co-operated really well with the
whole procedure of the research. Without their co-operation, I would not have been able to
collect the data properly.
ABSTRACT
This study is an explorative study that focuses on the use of children in the
advertisements of soaps and liquid hand washes, and they way the children who are influence
purchase of these products. Marketers are targeting children in such advertisements that not
only inform them about such products but educate them about personal hygiene as well. The
key words used to gain literature for this research were use of children in advertisements,
marketing to children, personal hygiene, and consumer behavior. Interviews were conducted
to attain a better understanding of the topic, the interviewees were children, mothers,
marketing executives and ad agency executives.
CHAPTER 1
INTRODUCTION
1.1 Background
For any marketer it is very important to understand the target market for each
particular brand, and then create awareness and the desire to purchase through advertisements
which are designed to attract the specific group of people. There are many factors which may
affect or influence buying behavior. Households which have children are highly influenced by
their preferences and opinions regarding certain brands. Children may not have the
purchasing the power but they sure do have an impact on the end purchasing decision. This
study strongly focuses on the influence of children on products like soaps and liquid hand
washes. Children these days have become highly opinionated due to the intense exposure to
the media. The marketers have taken advantage of that and began molding the minds of the
children to influence buying decisions based on their preferences or choices of such brands
that they have no concern of using for instance liquid hand wash.
Housewives and mothers are usually the ones responsible for the household groceries
and decide which brands to choose over others. They are very particular on the usage of
brands because they want their families to get the best. Advertisers have grasped that and
started to use children in promotional campaigns and advertisement which portray children
being associated with products like soaps, liquid hand washes and other FCMG products that
have a great deal of impact on housewives and mothers and influence their purchase
decisions.
emerging daily into the market which provide variety to the customers to choose from. This
variety doesnt benefit the customer more but it confuses the customer. The products are the
same but branding and marketing differentiates them from one another.
1.4 Advertising
Advertising is the most important aspect of marketing of any brand. Advertising
creates brand awareness and connect with the target market. The ad campaign has to be
effective and relatable to the audience; the marketers know that effective advertising will help
boost sales. Companies allot millions of dollars into their advertising campaigns and
promotions. Advertising is a way of connecting to the audience and creating awareness about
a product that is in the market. People see the brands on the shelves of the stores and they
know that a particular brand is in the market but at times people tend to forget about the
brands benefits and attributes. Effective advertising mainly helps on choosing one brand over
its competitors, an example of soaps could be of Dettol and Lifebouy , and both are anti
bacterial soaps belonging to credible companies and have the same attributes. Marketers and
advertisers work day and night to come up with new ideas for their ad campaigns that would
create distinction between their brands from their competitors.
10
The 21st century has witnessed the height of technological and scientific research. This
has surely benefited the society in every step of a successful living, but all along it also
stepped into a very hazardous environment. Mostly it has created by one factor alone that is
pollution generating through air, water and soil pollution. Children urban areas of Karachi
have been attacked and infected with deadly diseases such malaria, typhoid, jaundice, dengue
and many more all due to the negligence in usage of health care products. The deaths of
infants and children are also at peak level. Now because of health awareness programs
through all kinds of media people in general have learned to fight against these bacterial
diseases and to protect their children and household. Numerous brands have emerged into the
market advertising the same message that they are more capable of fighting these
environmental borne deadly diseases. Some brands may prove to live up to their mark
whereas others are affectless, but are still present in the market following leading brands.
Mothers in general are more influenced by the health care products such as soaps and
liquid hand washes for the safety of their families. Children are the main concern because
their immune system is weaker as compared to the adults. They are highly exposed to the
unhealthy environment and they are more likely to be affected by harmful diseases.
In Karachi one can easily witness a children playground or a street where a child
mostly plays, filled with all sorts of garbage that homes these unseen deadly bacteria and
germs. An innocent child can easily become a victim of one of any fatal disease. For this
matter mothers are more concerned and use these health care related products without giving
any second thought that is where these brands become successful using a mothers emotion.
Today marketers and advertisers of such companies use the emotion of mothers to their
advantage when they advertise and promote their products.
11
An active child who is mostly outside being in it schools or playgrounds could easily
dirty their clothes. The marketers, who once used working class adults as their target, now
shifted their aim towards actively playing children.
In most families men usually allot the monthly budget for the household products to
their wives. The marketers have acknowledged that in most families men generally allot the
monthly budget to their wives who have the end purchasing decision. Through advertising
they influence these houses
1.6.2 Mission
Lifebuoy has a strong ambitious mission towards their consumers and aims to change
their behavior towards hygiene of 1 billion people by the year 2015 across Asia, Africa and
Latin America, through promoting the concept of hand washing on key or important
situations, hence reducing health problems and other diseases which take place because of
germs etc.
12
killing germs and staying healthy. Today due to change in consumer behavior theyve slightly
shift their on just killing germs, now they focus on killings germs superfast. The Product
Lifebuoy hand was positions itself as a superfast antibacterial liquid hand wash soap which
does the same job of getting rid of germs and making sure you stay healthy. Only this time
its more effective and efficient.
Lifebuoy which started off as a brand of soap created by the Lever Brothers soap
factory in 1894, the first to use carbolic acid in soaps, which is why it was red in color with a
strong medicinal scent. Today Lifebuoy is sold in all over the World. Then need to be clean,
active and healthy is important to everyone irrespective of age or economic status etc.
Lifebuoy understands this need and fulfills the need for hygiene and health around the
world. Lifebuoy as a brand defines and portrays itself to the audience as a caring and
hygienic agent providing protection form bacteria diseases, but at the same time aiming for
convenience so their products can be used as simply and easily for their consumers, because
that is what every consumer wants (convenience).
In the olden days though the brand had a more firm/excitement and patriarchal image
because of the their old TVCs, but today they portray their brand personality as competence,
sophisticated and somewhat to the level of sincerity, because reiterating the same message of
killing germs 99.99% is what every brand does, hence it makes people cynic. Where as in in
terms of product life cycle Liquid hand wash, (this product line is something new to the
Pakistani audience and its comparatively new in the market, its been approx. 3 years since
this line of product has been introduced in the market by Lifebuoy.
13
demographics theyve segmented their market catering to school going children under 12 and
mothers, because a lot of mothers show a keen interest in their childs personal health and
hygiene. In terms of Psychographics, a lot of kids today have this absurd way of doing things
impatiently, they dont get time to do what they dont really want to do, always find
convenience in everything to just get done with boring schedules of their day and get on with
games or sports whatever attracts them the most. Hence theyve positioned their product to be
this super-fast clinical agent which keeps you healthy and germ free. However there are a lot
of other consumers with different age bracket who do use the product because it also focuses
on the convenience aspect of using a liquid soap compared to a bar soap. Considering the fact
that Lifebuoy in their campaign achieved its objective, and their focus in the campaign was
easy to use and convenience. Its safe to assume that the consumers like this product because
of its simple and easy to use. Its convenient than a bar soap. They prefer lifebuoy liquid hand
wash because it saves them from the trouble of using bar soap and saves time, at often times
it slips from your hand and drops on the floor, when youre in a hurry.
Keeping their market share in mind consumers are definitely loyal to the brand and
the product. Every consumer looks for convenience in every brand or product. Liquid soap
consumers perceive the brand as a convenient antibacterial liquid soap, which performs much
faster than a traditional soap. The criteria for making a purchase decision involves price,
worth the money, and accessible. These are some of the primary concerns from a consumers
point of view while making a purchase decision. Then comes the secondary concerns if they
need an antibacterial soap theyll go for this option if it meets their primary concerns.
There shouldnt be any geographical difference because it comes under monthly
grocery list. Hence people often buy this item on a monthly basis. Health and hygiene is
something which everyone takes care of, it doesnt vary because geographical location,
however it might be the case that people in some areas where its more humid consume more.
14
15
effective to target the children in such ways that they influence their parents and consumers
who have purchasing power to buy the products.
16
CHAPTER 2
LITERATURE REVIEW
17
information. This helps one understand that their abilities to gather and interpret information
isnt fully refined. They process primary messages given in commercials and advertisements.
Marketers and advertisers have to keep that in mind when they are working with brands that
target the children like juices, chocolates, toys etc (David 1977).
18
They hire psychologists and consultants to comprehend the minds of the target market in a
more elaborated manner.
Nowadays, ads are made to create an attachment and binding with the viewers.
Advertisers take into advantage emotions and vulnerability of the audiences while making
advertisements. The use of artificial sentiments and music in ads has a greater deal of impact
in igniting emotions in people. Just like music which is captivating to the audiences like
children the use of color has also distinct effects on the mind which draws one to close to it.
In advertisements for ice cream vibrant and bright colors are used with jingles that attract
children towards it and force their parents to buy it for them. This indicates the extent to
which companies tend to go in order to prompt sales. Details are very important when it
comes to making the product attractive and relatable to the people.
As Nelson and Phillip (1974) mentioned in their study that the young generation is
very opinionated and strives for knowledge; advertisers take that into consideration and
create such ads that convey a message and reach out to the youth. They make the youth
realize that something is lacking their daily lives and how badly the need it to stay updated
with the world. These days the young generation is being portrayed in advertisements to
attract youngsters. An example of Pepsi can be taken which uses idols of the young
generation to boost sales and keep a young and enthusiastic image with the new generation.
They argued that there are many functions of advertising but one of its main and most vital
function is to create that want in the minds if the consumers. They should see the adverts and
instantly think that they want that product, hence to go to the store and buy it ( Nelson,
Phillip, 1974).
A study conducted by Achenbaum (1989) and Linday (1990) revolved around
advertising acting as a factor in controlling brand equity. It states that brand image plays a
vital role in attracting consumers towards advertisements. Then greater the brand equity the
19
better the chance the advertisement creates an impact among the audience (Achenbaum,
1989; Lindsay, 1990),
The research done by Joyce (1991) implies that people usually tend to be taken away
from all sorts of methods of communication including advertisements if that isnt bringing
them any interest. They only see what attracts them and of their use. Different people
belonging to various age groups and different preferences in terms of advertisements and ad
agencies alter the advertisements according to them (Joyce, 1991).
McDonald (1991) mentioned a statement in his study that brand value is creating by
the perceptions that people have about a particular brand and that is done by how it is
promoted. Marketers and advertisers cannot control the minds and perceptions of the people
but they can give direction to it. By direction it means that companies position a brand in a
way that they want the consumers to perceive it and effective advertising is the key
(McDonald, 1991).
This world revolves around media, and media has become a necessity of ones life.
The most important function of media is that it provides knowledge, keeps us updated and
connected to the world. A study conducted by Petty, Richards, Schumann and David (1983)
states that media is very a tool connecting people to one another and to the world as a whole.
Marketers and advertisers wouldnt be there if it wasnt for the expansion of media. They
promote and advertise their brand on different mediums of media such as the newspaper,
television, internet, radio, billboards, magazines and etc. in one way or the other the message
is conveyed to the audiences. Advertising not only generates sales for the company but also
the medium of media that has encouraged and promoted the advertisement ( Petty, Richard
and Schumann, David, 1983).
20
21
is chosen by the companies which means if you select the incorrect positioning scope which
does not seem important and significant by the consumer or if they arent different from the
brand of the competitor , it may jeopardize the supposed positioning of the products and as a
result the sales may be diminished. Similarly another problem might occur if the proposed
positioning fails in its implementation as a useful proposed positioning by the customers.
However successful positioning may be negotiated by poor actual positioning, poor intended
positioning or a mixture of both.
A study done by Sengupta (2005) states that the end buying decision of a consumer is
done by measuring the benefits derived from the purchase and not just the attraction of
features. The physical characteristic are not as important for a consumer as compared to the
benefits tired to the brand (Sengupta, 2005). In the research conducted by Bagozzi (1986) he
discussed that brands are made to meet the needs or solve issues and problems faced by a
person. These days due to stiff competition in the market, brands are forced to focus of
upgrading its features rather than providing benefits to the consumers. Brands are slowly
losing their usefulness and meaningfulness in the minds of the consumer because they are
becoming identical to one another and illustrating the same features and benefits
(Broniarczyk and Gershoff, 2003).
Ries and Trouts (1986) study was based on the theory that building a USP among
homogeneous product is difficult and positioning them in the minds of the target market is
even more difficult because they dont have many distant features to offer.
This argument was supported by Aakers (2003) study which stated that in such
products the performance is compared and perceived highly similar to one another (Aaker,
2003). Technology and scientific research has progressed tremendously over the past few
years and all companies are trying to incorporate the best features in their products to create
differential advantage and position the product in a way that its features are remarkable
22
innovative. But due to the intense competition and other huge firms, they also use new and
innovative methods to make their product stand out but FMCG products like soap, detergent,
hand washes and toothpaste are all mostly the same with similar features, hence the features
arent much different from one another. Branding the product differently by using the 4 ps
of marketing will help such brands be positioned differently in the minds of the consumers
with effective advertising (Hsieh, 2002).
23
standardizing implications for marketing strategy. ( Jaworsky & Kohli,1993; Day, 1994;
Slater & Narver,1995).
Marketing managers who are putting in efforts to attain continuous competitive
advantage in consumer market would benefit from exploration of some different scope of
consumer value. The first and foremost step would be to define the correlation between the
consumer value and the continuous competitive advantage. Few of the significant
consequences and qualifications of consumer value are recorded by highlighting the
significance of post buying experience or the expectations of the customers and their value
for the pre-buying judgments. Summarizing it into an explanation of competitive benefit will
be determined which is totally based on the organizations willingness as well as its ability.
24
longing or desire for purchasing the advertised product. (Heyel, 1960). When their needs are
not satisfied by their parents irritation is caused in parent and child both and if the advertised
product is not as good as it seemed then it results in disappointment and discontent. (Paine,
1984).
In easy terminology learning could be defined as experiences dealt by children
growing up and in adopted changes in their behavior and attitudes, that change is usually
permanent (Bandura, 1997). The process that leads to behavioral change is known as
learning. Children and vulnerable and grasp anything taught to them by their parents, family
member, teachers or the environment. They observe what is happening in their surrounding
and adopt that, they keep trying to things that fascinate them. Children then reinforce what
they learn upon the parents and family, an example could be of what they are taught in
school. Children may very close attention to detail like how we interact with them and how
methods of communication.
Learning plays a great deal affecting a childs behavior and attitude towards life and
dealing with people. In learning first a child receives the information given to them, secondly
interpret that and lastly reproduce it (Shaffer and Kipp, 2010)
25
hygiene are included in it (Fewtrell L, Kauffman RB, Kay D, Enanoria W, Haller L, Colford
JM 2005).
The stated elements of hygiene however are more likely to be considered as different
issues though they lie underneath the same microbiological principles. By breaking the chain
of infection transmission the disease can be prevented from spreading. It is considered as a
principle that if the chain of infection is broken the infection is unable to spread further. The
International Scientific Forum on Home Hygiene has come up with a risk-based
approach (based on Hazard Analysis Critical Control Point (HACCP)which is identified as
"targeted hygiene as a reaction to the requirement for effective codes of hygiene in home
and everyday life settings . Targeted hygiene is supported on the identification of the path of
increasing of the pathogens and by utilizing hygiene measure at serious and correct time in
order to break the chain of infections.
The main causes of infection in home are the people who are infected or carry germs,
mostly raw foods, water and domestic pets. Moreover places such as sinks, toilets, waste
pipes, cleaning tools, face cloth which accumulate still water sustain microbial growth readily
and as a result it can become secondary infection of reservoir despite the fact that these
species are mainly those that makes threats at risk group. Microorganisms are frequently
dropped out through mucous membranes, faeces, vomit, skin scales, etc. When situations
merge people become exposed and can grow infections through food or water. Germs are
mostly spread through hands , food , cloth and utensils , towels etc.
Therefore, when situation merge, public becomes exposed, whichever directly or by
water or food, and it can also grow a disease. The chief "artery" for increment of microbes in
the habitat is our hands, food and hand contact exterior and cleanout fabrics and tools.
Microbes can also extend by clothing and household linens such as towels Strachan (2000).
26
Utilities such as toilets and wash basins, for example, were invented for industry
carefully with human ravage, but still acquires risks linked with them, which might turn into
serious at assured times, example when somebody has illness or diarrhea. Secure dumping of
human ravage is a primary necessitate; poor hygiene is a major reason of diarrheal disease in
short precedes community. Respiratory illness and fungal spores are in addition increase by
the atmosphere.
Children are more likable to be affected by diseases due to their weak immune
system, thus households need to be clean and germ free for children.
27
CHAPTER 3
METHODOLOGY
28
this study. Cross sectional data is mostly obtained from the participants at one specific given
period of time. The participants provide the data in the same period of time, whereas as in
time-series the change is evaluated and measured in the same manner over a period of time.
In this research the data was collected from the participants at one point in time, without any
consider to the difference in time. This is a one-time study which has been conducted in
2013, that started on July 5th 2013 and ended on 27th September 2013.
29
CHAPTER 4
DISCUSSIONS
4.1 Childrens Perception
The children of grades 3rd and 4th studying at Hampton school were interviewed and
they gave their views on lifebuoy and their understanding of lifebuoys ad campaigns; a total
of 8 children were interviewed. Due to the immense exposure to television they had much
awareness about lifebuoys advertisements and the message that was trying to be conveyed.
Lifebuoys advertisements are being highly effective to the audiences because the message of
being clean and germ free was being depicted in the correct manner and easily
comprehendible. They shared their understanding on killing germs and the importance of
personal hygiene. The children also stated that they wash their hands with anti-bacterial hand
wash every time they come home from school, before and after they eat, after they come
inside from playing outside, after petting an animal and any activities that may cause their
hands to become dirty. One thing that was highlighted by each child was that they wash their
hands because they want to be healthy and germ-free and lifebuoy kills 99.99% of germs.
This statement is illustrated in the ad campaigns of lifebuoy. A part from just fighting germs
the children also mentioned that fragrance is pleasing and their hands smell and feel fresh. A
year back lifebuoy did an education promotion activity in the school which the children
remembered and shared the benefits that were taught to them about personal hygiene,
cleanliness and the importance of staying healthy. The children even stated that they ask their
mothers to buy lifebuoy liquid hand wash for them to help them stay germ-free, which
indicates the children influencing their mothers of end purchase. The children of Hampton
school even remembered the various colors and types of packing of lifebuoys hand washes.
They said that they find the advertisements of television regarding personal hygiene very
interesting and that it motivates them to stay clean and use the brand.
30
Lifebuoy wasnt the only brand which children talked about when it came to antibacterial soaps and liquid hand washes, safeguard and dettol were also highlighted. Both of
these brands are competitors to lifebuoy, but just as lifebuoy they target the children. The
children recalled tv shows made by safeguard and dettol that teach them about hygiene. Out
of the 8 children 7 of them said they use anti-bacterial soap and liquid hand washes at home
and 5 said that they use lifebuoy, the other 3 mentioned names of other competitive brands.
31
32
He talked about the target market of such products and lifebuoy. He argued that there
is no such thing as a designated or a specific individual target set for a brand. It all depends
on the brand and the research put behind it. If the product is something which needs to cater
two different segments only because there is a need on both sides, the marketers will cater to
both sides. Similarly for soaps such as Lifebuoy liquid hand wash in general. We see two
separate individuals being catered. Kids these days are very conscious about their personality,
in lame end terms; they dont want to lose their cool in front of their friends in school. So
they dont feel left out. Similarly, they show the same picture of an obese kid who is not
popular enough to hang out with cool kids and clearly all cool kids are shown using Lifebuoy.
That is association, an association all kids want. Then we have doctors showing statistical
evidence as to how accurately this product benefits the kids, hence catering to mothers. He
concluded by stating that its not just mothers or children, its both yet it also depends on the
brand as well.
Educating children through ad campaigns was highlighted in which he stated that
Brands these days are doing both the things at the same time. Its like a paradox. Further
elaborated he said that though they are educating thousands of children on hygiene and how
important it is through BTL activities such as hand wash day etc. But they are bringing a sort
of classification as well generated by their content by classifying kids who use their brand are
cool as oppose to who dont arent. That is purely wrong. But then again, advertising in this
world today has become more than mainstream some can live with them some can live
without them. He also discussed consumer behavior and the extent to which children
influence their mothers on end purchase decision. He stated that some kids are introvert, they
wont talk much, wont fight much for something they really want. Then there are kids who
are extroverts, who are very expressive, and are willing to fight or talk much and convincing
people or in this case parents into getting what they want. Logically it is known that these
33
brands cater to SEC A B and that means that once the kid is influenced by an ad there is not
stopping of a sale because these parents can afford more than 10 soaps at the same time. He
concluded by saying that for an advertiser it is very important to understand the product being
targeted to and their expectations of a certain product.
34
that their children force them to purchase a particular brand after they see its ad campaign on
television on a billboard and due to that the mothers make a purchase. Lifebuoy had wash
was present in 7 of the 8 mothers households not just for the children but for the entire house.
There were 4 mothers that stated that its a necessity to have anti-bacterial soaps and hand
washes at home, beauty soaps are less effective to fight germs than anti-bacterial soaps and
hand washes.
35
CHAPTER 5
CONCLUSION
The findings attained from this research prove that children have a great deal of
influence on mothers when it comes to the purchase of liquid hand washes and soaps such as
lifebuoy. Lifebuoy has positioned itself as an anti-bacterial soap and liquid hand wash, the
liquid hand wash is something new for the Pakistani market, and has been accepted widely.
Time changes many things and alters products according to the needs of the people. Thus
now to stay clean and germ-free the many companies have introduced liquid hand washes
that have taken the place of soaps. This study highlights on the importance of educating
children on personal hygiene and staying healthy. Ad campaigns such as lifebuoys not only
targets the children for boosting sales but educates them, and the children educate their
parents. Most of the children that were interviewed discussed many issues related to hands
being dirty that cause diseases. They also mentioned the various ad campaigns of lifebuoy
and had much awareness. Mothers were also interviewed and they agreed to the fact that their
children to influence on purchasing products like soaps and liquid hand washes. Their
children educate them about hygiene and its importance.
36
CHAPTER 6
RECOMMENDATIONS
This research was an exploratory based study and the information gathered was
mainly focused on the perceptions of the interviewees and the literature found published
articles. Through this study it is understood that children are highly influenced by the media
and what the media is teaching them. Companies should try to educate the children more and
the spread the importance of matters like personal hygiene in every household in Pakistan.
more educational activities should be conducted in schools that only promote the product but
convey a message as well.
More schools could be the focus of the study that would increase the sample size and
more feedback could be attained which will not only focus on one area but other areas of
Pakistan as well. The marketers should come up with campaigns that involve the mothers
more with the children and bring them together collectively in the advertisements.
37
CHAPTER 7
LIMITATIONS
While conducting this study there were some limitations faced that dealt with children
and mothers mainly. The children was 10 and under so when they were being asked
questioned it took them time to understand it and many still were confused. Most of them
asked their fellow students and copied their answers. Their answers kept on over lapping with
the previous questions.
When it came to interview the mothers, most of the housewives were not much
educated so they didnt have much idea on personal hygiene and marketing based concepts.
They were only focused on their children being stubborn while purchasing a product rather
than understanding the influence behind it.
The marketing executives shared much information and their perpectives but the
factual data of the company was not provided due to confidential agreements of the company.
38
REFERENCES
39
40
41
Dillon, W.R., Domzal, T., Madden, T.J. (1986), "Evaluating alternative product-positioning
strategies", Journal of Advertising Research, Vol. 26 No.August, pp.29-35.
Achenbaum, A .(1989), How to Breathe new life into brands, Advertising Age, Vol 60.
No. 18, 24-70
Joyce,T. (1991), Models of Advertising Process in, How Advertising Works and how
Promotions work, ESOMAR conference proceedings, ESOMAR Amsterdam, April
22-24 267-81
Lindsay, M. (1990), Establish Brand Equity Through Advertising, Marketing News Vol. 24
No.2 p.16
McDonald, C. (1991), Sponsorship and image of the sponsor , European Journal of
marketing Vol.25 No. 11 34-8
Friedmann, R., Lessig, P.V. (1987), "Psychological meaning of products and product
positioning", Journal of Product Innovation Management, Vol. 4 No.4, pp.265-73.
Nelson, P. (1970) Information and Consumer Behavior, Journal of Political Economy 78, 311
329.
Trout, J., Rivkin, S. (1996), The New Positioning, McGraw-Hill, New York, NY, .
Park, C.W., Jaworski, B.J., MacInnis, D.J. (1986), "Strategic brand concept image
management", Journal of Marketing, Vol. 50 No.October, pp.135-45.
Lilien, G.L., Rangaswamy, A. (2003), Marketing Engineering, 2nd ed., Prentice-Hall, Englewood
Cliffs, NJ, .
MacInnis, D.J., Jaworski, B.J. (1989), "Information processing from advertisements: toward an
integrative framework", Journal of Marketing, Vol. 53 No.October, pp.1-23.
42
Reynolds, T.J., Gengler, C.E., Howard, D.J. (1995), "A means-end analysis of brand
persuasion through advertising", International Journal of Research in Marketing, Vol.
12 pp.257-66.
Ries, A., Trout, J. (1986), Positioning: The Battle for Your Mind, 1st ed., revised, McGrawHill, New York, NY, .
Roth, M.S. (1992), "Depth versus breadth strategies for global brand image
management", Journal of Advertising, Vol. 21 No.June, pp.25-36.
Schiffman, L.G., Kanuk, L.L. (2007), Consumer Behavior, Prentice-Hall, Englewood Cliffs,
NJ,
Seggev, E. (1982), "Testing persuasion by strategic positioning", Journal of Advertising
Research, Vol. 22 No.1, pp.37-42.
Sengupta, S. (2005), Brand Positioning: Strategies for Competitive Advantage, 2nd ed.,
McGraw-Hill, New Delhi, .
Anette Pettersson, Christina Fjellstrom, (2006) "Responsibile marketing to children and their
families", Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 7 Iss:
4, pp.13 - 18
43
44