Spending Power of Children

2649 Words11 Pages
In present day to day life, kids play a vital role in the purchase behaviour of the family. This paper focuses on the effects of retail communication on the purchase decision of children. The various factors which influence child’s behaviour have been studied. The methodology adopted includes thorough observation of a kid from entry to exit in the store followed by a personal interview of the accompanying person. Further, the kid’s interaction with the accompanying person has been studied and his/her evaluation of the request is noted. After analysing the complete behaviour, a framework has been proposed which depicts the complete process and the various factors which influences child’s behaviour in the store. Introduction Nowadays…show more content…
So playground proves to be the marketing platform for the kids. Children also like the brands which tells a story or which caters to their world of imagination. One of the major things which effects the consumer behaviour is the organisation of the retail store. (Nicole Weiner, 2004). Another characteristic of the children in this age group is that they cannot keep their minds tempting for the product for long (Valkenburg and Cantor, 2001). With the studies it has been found that colour and flavour association of the product has great effect on child’s choice of purchase. If the child finds a chocolate in his favourite colour packaging then he is more willing to buy it. Although it is true that flavour dominates colour, but it is the colour of the packaging that first attracts the child or any person. (Gollety and Guichard, 2011) Researches have the contradictory views over the effects of television advertisements. Some of them argue that advertisements have drastic effects on the purchase preferences of the children but these preferences are short lived (Robertson and Rossiter, 1976) while others believe that they don’t have much significant effect in case of young children ( Anuradha Mohan Kumar et al., 2003). There have been many studies that support the influencing effect of advertisements over children’s attitude and their buying behaviour. This effect happens through peripheral elements of an
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