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Volume 11, Issue 2
1 February 1993
Marketing Intelligence & Planning Cover Image for Volume 11, Issue 2
Research Article| February 01 1993

Impact of TV Commercials on Saudi Children′s Purchase Behaviour

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Publisher: Emerald Publishing
Online ISSN: 1758-8049
Print ISSN: 0263-4503
© MCB UP Limited
1993
Marketing Intelligence & Planning (1993) 11 (2): 37–43.
https://doi.org/10.1108/02634509310027837

A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research.

Keywords: Advertising effectiveness, Children, Consumer behaviour, Purchasing, Saudi Arabia, Surveys, Television, Young people
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© MCB UP Limited
1993
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