ROLE OF PRODUCT CHARACTERISTICS AND ANIMATED SPOKESPERSON CHARACTERISTICS ON CHILDREN BUYING BEHAVIOR

In today's world "children commercialization"phenomena grow with the increasing rate. It means the grooming of children consumer hood and treatment of childhood as the marketing opportunity. In today's competitive world companies promote their products with more added features to attract their targeted customers because children's has influence on their family buying decision. Children's using their pester power. Recently companies focuses on animated advertisements. They introduce the new cartoon characters to get the attention ofchildren's. Companies use their animated spokesperson as their transmission media to convey their message to their target segment especially children segment. Primary data collected from the children's of different schools of Peshawar. For data collection self-administered questionnaires were chosen. Secondary data was collected through journal articles, conference meetings and books that help a lot in fulfilling research literature review and give the brief idea about research. Secondary data is also helpful in giving the citation. Sample size of research is one hundred and fifty (150). The data collection is done on the individual basis. As we know that Pakistan is developing country so the people of Pakistan are very much pricing conscious, the firms must use the animated spokesperson characteristics. The firm makes the animated character which represents the children and teen agers as well. The animated spokesperson characters are very much liked in Pakistan. The animated spokesperson color attracts the children mostly. The children like the colors. They wanted to adopt the same colors of their animated hero. The color has high influence on the children.