This topic provide an insightful analysis of some of the key issues and challenges of understanding and indentifying the roles played by children.
Consumer PURCHASE Behaviour
Consumer purchase behaviour is the study of when, why, how, and where people do or do not buy
Roles Of Consumer Purchase Behaviours:-
Changes In Purchases Behaviors Patterns
In Indian culture the right to choose and the will to buy , ultimately lay on the adult male of the family and in this regard,fathers were considered to be the real “kings”.
Small family & dual income
Changes in the attitude of elders
Now days the business markets treats “Princes as Kings” & designing products and services catering to their needs and wants.
“ Princes as kings”
A new unexplored market segment
Active and passive buyers
Advertisements are targeted towards children
"Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy.
Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.
Pester Strategies Adopted By Children
Today’s markets are kid-centric.
Understanding how and why children influences purchasing decisions.
Children are exposed to thousands of commercials.
Children are increasingly socializing through technology.
Brand loyalty starts at an early age by 11 years of age.
Challenges For Marketers
Creating a healthy society.
All brand can learn from kids brands.
Getting into the mind of child consumer.
Marketing to children ethically.
The emergence of children as major decision makers in family purchase decisions offers lots of challenges and scope for marketers .Companies , researchers , communication medias are exploring this phenomenon which has emerged as a very powerful target segment all around the globe.