Literature review

1. The development of self-brand connections in children and adolescents Authors :- Lan Nguyen Chaplin, Deborah Roedder John 2. The meaning of brand names to children: A developmental investigation Authors :- Deborah Roedder John, Gwen Bachmann Achenreiner 3. Kids as future market: the role of autobiographical memory in building brand loyalty Authors :- Sonny Kurniawan, Jony Oktavian Haryanto

Objective
Gathered information about what general categories and brand categories (e.g. clothing, beverages, toys, FMCG, education products) children use to describe their self-concepts.

Hypothesis
1. No co-relation between brand recognition and consumption of brand. 2. Awareness is directly related to purchase of brand. 3. Parents brand awareness will be a significant predictor of childrens brand Awareness.

Research methodology
Tested the prediction of brand awareness in children using a standard structured interview format.

Sampling Size: 50 Sampling Method: Random Sampling Data Collection Method : Survey ( Questionnaire)
Sampling Place: Sanpada (Navi Mumbai)

Data Analysis
1. Can you recognise logo given below?
Airtel 7% Mc Donalds 10% Amul 10% K.F.C. 8% Coca-Cola 11%

Cartoon Network 11%

Pepsi 11% Parle-G 11% Fanta 5% Vodafone 8%

Baballoo 4% Britannia 4%

2. Which is your most favourite brand? Give preferences from 1 to 4 (1 is most favourite 4 is less favourite)
45 40 35

R a n k

30 25 20 15 10 5 0

K.F.C.

Coca-cala Kissan Britannia Maggi

Fanta Brand Name

Parle-G

Pepsi

Amul

Mc Kinderjoy Donalds

Series1

Series2

Series3

Series4

3. Are you aware about following brand? Which are the main brands you currently purchase?
50 45 40 35

R a n k

30 25 20 15 10 5 0

Aware
Purchase

Cadbury 49 42

Slice 37 24

Kurkure 46 32

Bingo 36 24

Maggi 47 40

Kinderjoy 28 13

Kellogg's 34 22

Aware Purchase

Any other brand 6 5

4. Do your parents influence you to purchase branded products?

No 34% Yes 66%

From Above Research following things are can be concluded Children are aware of many band which are highly advertise on T.V. and Internet. Parents of children empathies on the branded product to be consume by there children.

Still it is identified that children are aware of the branded product but purchasing decision is up to there parents.
Attractive advertisement, jingles, logos are very effective to recall.

Children also the influence the buying decision.

From Above Research There is perfect correlation between brand recognition and consumption of brand. It also shows Parents brand awareness will be a significant

predictor of childrens brand Awareness.

 To reach to children segment advertisement should be placed on the channels which mostly watch by the children like Cartoon Network.
From the studies it is identified that advertisement should only contain attractive advertisement, jingles, logos but also nutritious information . Attractive packaging may affect the awareness and buying decision. Advertisement should highlight order winner characteristics .