Advertising to children and parental buying behavior in the municipality of Gevgelija
Advertising to children and parental buying behavior in the municipality of Gevgelija

Summary/Abstract: Advertising to children in Macedonia, even though significantly present, is not sufficiently researched, thus emphasized topic among the scholars. Therefore, it was considered important and useful to provide better understanding of how advertising affects children in Macedonia. More specifically in the Municipality of Gevgelija, the research is about how children’s actions affect parental buying behavior. In order to collect data, quantitative research was used. The data was collected using structured questionnaire which was delivered to selected sample of respondents from the Municipality of Gevgelija who have children under the age of 12.The results of the research reveal that children are affected by children advertising, especially television advertising. They watch TV on daily basis, on their own or with their parents. Furthermore, this has impact on parental buying behavior, i.e. children are frequently included in the family daily buying decisions.

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