31, July 2025
A Study of the Impact of Cartoon Characters on Children’s Buying Behaviour (With Special Reference to Srinagar District)
Author(s): Prof. Sabeha Mufti, Suhaib Rafiq Bhat, Syeda Sakeena,
Authors Affiliations:
1Doctoral Scholar, Media Education Research Centre, University of Kashmir, J&K, India
2Professor, Media Education Research Centre, University of Kashmir, J&K, India
3Doctoral Scholar, Media Education Research Centre, University of Kashmir, J&K, India
DOIs:10.2017/IJRCS/202507020 | Paper ID: IJRCS202507020Abstract
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Abstract: This research paper investigates the influence of cartoon characters on the buying behaviour of school-age children in Srinagar District, Kashmir. With the growing exposure of children to mass media and advertising, cartoon characters have become powerful tools for marketers, significantly shaping children’s preferences, demands, and consumption patterns. The study aims to analyze how these animated figures affect children’s decision-making, brand recall, and pester power, particularly in relation to food products, toys, stationery, and clothing. Using a mixed-methods approach, data were collected through structured questionnaires administered to parents and children aged 6–12 years. The findings reveal a strong correlation between frequent media exposure and increased influence of cartoon characters on children’s product choices. The study also explores the role of parents in mediating these influences and highlights the ethical concerns around targeted marketing to vulnerable age groups. This Kashmir-based study contributes valuable insights into the socio-cultural dimensions of consumer behaviour among young audiences in a region with unique media consumption patterns.
Key Words: cartoon, children, consumer behaviour, mass media.
Prof. Sabeha Mufti, Suhaib Rafiq Bhat, Syeda Sakeena, 92025); A Study of the Impact of Cartoon Characters on Children’s Buying Behaviour (With Special Reference to Srinagar District), International Journal of Research Culture Society, ISSN(O): 2456-6683, Volume – 9, Issue – 7, Pp.122-125. Available on – https://ijrcs.org/