[VOLUME 5 I ISSUE 3 I JULY – SEPT 2018] e ISSN 2348 –1269, Print ISSN 2349-5138 http://ijrar.com/ Cosmos Impact Factor 4.236 Research Paper IJRAR- International Journal of Research and Analytical Reviews 875 ANALYSIS OF PARENT’S PERCEPTION ON CONFECTIONERY PRODUCT ADVERTISEMENTS ON CHILDREN CHITHIRA JOHN* & DR. C. SENGOTTUVELU** * Research Scholar, Bharathiar University, Coimbatore, India. ** Professor, Department of PG Management Studies, Acharya Bangalore B School, Bangalore, India. Received: June 05, 2018 Accepted: July 25, 2018 ABSTRACT Advertising has played a huge role and became a major industry in the 20th century. Sampling method used for the study is multi-stage sampling and data was collected from the questionnaire filled by 375 parents having children from age group 7 to 14.The methods used for the analysis include percentage analysis, chi-square test, correlation, t-Test and factor analysis using SPSS 20.The study concludes that overall parents hold negative attitude towards advertising of confectionery products. Keywords: Advertisement, Confectionery Products, Buying Behavior, Product Choice, Health issues SUMMARY This study has been conducted to analyze the parent’s perception about advertisements of confectionery products and the influence of these advertisements on the behavior of their children. The results of the study reported that parents have shown a great concern about confectionery products advertisement and these advertisements strongly influence the product choice and the buying behavior of their children, which has shown a negative effect on the health of the children. 1.INTRODUCTION Advertising is a means of communication with the users of a product or service. Today we can say advertising is a communication, marketing, public-relation, information and persuasion process, usually aimed at a particular segment of the population - the target audience, David A.Aaker, [1995].It is the activity of exerting a pull on the public attention to a product or a business, by paid announcements in the print, broadcast, or electronic media. Nowadays kids are spending time in watching TV and they are constantly being bombarded with variety of advertisement. As we all know in today’s world young kids have a far greater influence on the parent buying decision than a few decades before. This influence has paved its way in to today’s generation as this generation kids are well informed and at most times better than their parents, however this is because virtually from birth, they are exposed to TV commercials, advertisement, logos and product promotions. Parents in India believe that there is change in the pattern and behavior of children when they watch television. Parents have shown many concerns about effects of television advertising on their children, thereby showing both positive and negative views about television advertising. The purpose of this paper is to investigate the perception of parents about the effects of confectionery products advertisement on their children. 2.MAIN OBJECTIVES OF THE STUDY I. To analyze the perception of parents on advertisement of confectionery products on children. II. To determine the parent’s attitude towards advertisement of confectionery products on buying behavior of children III. To assess the responses of parents on children’s purchase requests and health issues. 3.REVIEW OF LITERATURE Gbadeyan, R. A. (2009) conducted a study on children’s perception of tele vision commercial. The research concluded that young children do not understand the selling intent behind advertising and where they do; they remain very vulnerable to peer pressure, upon which advertising feeds. Mansoor Nisar, Muhammad Zia-ur-Rehman, Muhammad Haroon & Tahir Masood Qureshi (2011) studied the impact of food advertisements on children’s food purchasing behavior. Research shows that television food advertisements are playing a greater role in children’s purchasing behavior.