The Influence of Cereal Box Packaging on Children's Brand Loyalty & Affecting Their Emotional Health

Abstract

The packaging of cereal boxes plays a crucial role in capturing children's attention and influencing their purchasing decisions. Bright colours, engaging cartoon characters and strategic character gaze are key marketing strategies used by brands to create emotional connections with young consumers. This study explores how these visual elements impact children's emotional well-being and brand loyalty, ultimately shaping their long-term consumer behaviour.

Using offline surveys conducted in Thane West, this research examines the effectiveness of colour theory, cartoon mascots and character gaze in drawing children's interest. The study also investigates the phenomenon of pester power, where children influence their parents' purchasing decisions through persistent requests. The data highlights how specific colours evoke excitement, how direct eye contact from cartoon mascots builds trust and how children develop strong attachments to familiar brand characters.

Findings suggest that packaging elements significantly impact children's preferences and emotional engagement with cereal brands. While these strategies enhance brand recognition and loyalty, they also raise ethical concerns regarding their influence on children's dietary choices and consumer habits. This research contributes to a better understanding of marketing tactics targeting children and their implications for both branding and consumer psychology.