An investigation on the influence of television programmes and advertising on consumer preferences amoung Windhoek children.

Abstract

Abstract This study focuses on the influence of television advertisements and programmes on consumer preferences among children in Windhoek. The aim was to establish the extent to which TV adverts and programmes contributed towards building demand for the products and services they are marketing through television. The Socialization theory formed the conceptual framework of the study. This study made use of both quantitative and quantitative research design, be making use of questionnaires that have closed and open ended questions. This allowed for diversity of findings, added meaning making the research findings more understandable. For this research, random and purposive sampling methods were implemented and the data was collected using self administered questionnaires. Data was analyzed using SPSS and content analysis. Different graphs and charts were used for data presentation. The researcher discovered that most children's lives are influenced by television, with regard to the programmes and advertisements they are exposed to when watching television.