Article2021

Influence of cartoon characters on generation alpha in purchase decisions

Ashish Kumar Gupta · Jitender Kumar · Tavishi Tewary · Nirmaljeet Kaur Virk

23 citations0/0 files storedYoung Consumers Insight and Ideas for Responsible Marketers

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Purpose This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Design/methodology/approach Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing. Findings The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision. Practical implications The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision. Originality/value Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996The Behavioral Consequences of Service Quality 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2012The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications

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2025Gen-Alpha and buying behaviours: discerning, smart and mindful buyers

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