Ashish Gupta, Jitender Kumar, Tavishi Tewary and Nirmaljeet Kaur Virk
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.
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.
Details
Keywords
Deepak Kumar and Tavishi Tewary
Earlier most of the research groups have designed and developed hybrid renewable energy system models with technological, scientific and industrial advancement for the energy…
Abstract
Purpose
Earlier most of the research groups have designed and developed hybrid renewable energy system models with technological, scientific and industrial advancement for the energy systems, but slight attention has been paid towards the grid-connected sustainable urban residential energy systems (SUReS) for metropolitan cities. The current research wishes to design, model and analyze grid-connected energy system for residential applications for sustainable urban residential energy system. The works aims to explore the potential of the augmented energy system for grid-connected energy system.
Design/methodology/approach
The proposed grid-connected SUReS are validated for a sample location at New Delhi (India) with a hybrid optimization model for electric renewable (HOMER) software to define and understand the various load profile. It presents the sensitivity analysis approach to validate the design of the proposed energy system.
Findings
The obtained results reports the key barriers, proposed model and scenarios for sustainable urban energy system development.
Research limitations/implications
Similar approaches can be replicated to design and develop an independent, self-sustainable cleaner and environmental-friendly energy system in the future scenario for the extension of complex grid infrastructures.
Practical implications
It will assist the stakeholder in solving the complex urban sustainability issues raised due to the shortage of energy.
Social implications
It will offer a clean and environment friendly sustainable energy resources with reduced carbon emissions. It will benefit sustainable energy resources with a mix of challenges and opportunities, to suggest an approach for implementation of efficient energy policies to optimize the existing and forthcoming energy systems.
Originality/value
The current research offers a design and model to analyze grid-connected energy system sustainable urban residential applications. It explores the potential of the augmented energy system. The proposed model are validated for a sample location with HOMER simulation software to define and understand various scenarios of the multiple load profile. The work presents the sensitivity analysis approach to validate the proposed energy system.