Impact of Cartoon Images on kids and their Parents BuyingBehavior with reference to Cheetos and kinder joy (Muscat, Oman)

Dr. Arshiya Sultana, Assad Al-Namani, Iman Al-Balushi, Latifa Al-Balushi, Loay Al-Hajri, Noor Al-Zadjali, Lecturer, Business Studies Department, University of Technology and Applied Sciences (UTAS, HCT), Muscat, Sultanate of Oman Student, (UTAS, HCT), Muscat, Sultanate of Oman Student, (UTAS, HCT), Muscat, Sultanate of Oman Student, (UTAS, HCT), Muscat, Sultanate of Oman. Student, (UTAS, HCT), Muscat, Sultanate of Oman Student, (UTAS, HCT), Muscat, Sultanate of Oman -------------------------------------------------------------------------------------------------------------------------------------Submitted: 10-03-2022 Revised: 21-03-2022 Accepted: 23-03-2022 --------------------------------------------------------------------------------------------------------------------------------------This study was implemented to examine the impact of cartoon images on kids and their parents buying behavior of foodproducts with a reference to Cheetos and kinder joy. The objectives of this research are: 1) identifyingthe effects of cartoon images onkids and their parents buying behavior. 2) Focusing on factors, which motivate their parents to make buying decision. 3) Finding out the creative strategies to enhance product development. To carry on the research, literature from previous researches on a similar topic was reviewed. The questionnairefor this research were designed using a mixed-method (50 questionnaire and 5 interviews). The sample that we will use to distribute the surveys and conduct interview is convenience, non-probability sampling method. The research covers 50 participants who have kids from 4-10 years or they are in position of parents of their brothers, sisters, nieces or nephews. Also, the interviews are conducted in the malls (LULU Hyper Market, Carrefour). The data collection is done through online qualitative research (online questionnaire), while the interview questions are semi-structured and are analyzed by generating keywords for each question. The analysis of the questionnaire is done using the SPSS analysis software and MS. Excel as the long questions was entered in the software by categorizing them in themes. The results of the study shown that both Kinder joy and Cheetos are well known. In fact, most of the children are influenced by the cartoon images of those brands.