Experiences about Parent-Child Conflict Initiated by Television Advertisements: A Qualitative Research

Abstract

Lack of research on parent-child conflicts and the extant research on conflict instigated by Television advertisements lacks in qualitative based frameworks that explains what managerial implications are appropriate for the marketers in the Jaffna district post war marketing context. Present study explored managerial implication for advertisers and public in Jaffna market. Using qualitative phenomenological approach, data were collected from10 parents in Jaffna by using preset questions based on a primary interview question as open- ended question format and codes were developed by the researcher. This paper is a key resource for marketing practitioners wanting to focus on future potential areas and also marketing academics interested in television advertising strategies that want to stay at the forefront of their research area of expertise. Through the concepts development, the researcher has found that vast conflicts between parents and their child is there in Jaffna district, especially after the post war marketing situation .

Keywords: Television advertisements, experiences, post war & parent-child conflict