World Children Consumer Market is bigger than the GDP of India. This presentation is about How children as a consumer behaves & influence the buying behaviour of their parents or guardian. Here it is also expalined the different stages where a child go through a phase of silent observer to independent buyer.some case studies are also expalined.

1. CHILDRENS AS CONSUMERS
Presented by:
Jitesh chaudhary
Saroj mohite
Rohan chavan
Suraj pandey
Kamal singh
Nikhil shirode.

2. INTRODUCTION
 Kids represent important demographics to marketers.
 Acts as buyers as well as
influencers.
 A target group with tremendous
purchasing power.
 Influences the purchasing decision of parents by specifying
the preferences.

3. Pester power:
 Refers to “children’s ability to nag their parents to
purchase items which they may not otherwise buy”.
 Pester power increases with
increase in nuclear families.
 More noticeable in families
with dual incomes.
 Thereby inclining parents to spend more on their children
specificity.

4. Marketing Techniques:
 Electronic communications (Tele adverts)
 Marketing in schools
 Brand licensing
 Internet marketing

5. Advertisements:
 Advertisement through electronic media engages kids the
most.
 For kids specific products, kids in advert connects to
target group psychologically.
 For adult related products, kids are roped in to connect
with target group at an emotional level, thereby
increasing brand equity.
 Banks & Insurance companies have also roped in kids to
send a message to their target audience.

6. Marketing in schools:
 Targets schools environment for promoting the brand.
 Promotes the product through school buses, book covers,
sponsored educational materials, etc.
 Also advertise the products by sponsoring sports & cultural
events.
 Eg. Camlin has been organizing
competitions in schools
for decades where they advertise their product basket.

7. Brand licensing:
 Important tool for influencing younger kids.
 Refers to “licensing of popular fictitious characters to the
brands to gain acceptance & increase brand loyalty”.
 Marketers design such products
with popular characters to lure
the children.
 Helps to build an emotional
connect between the character & target audience.
 This techniques helps to differentiate the brand from the basket of
other products.

8. Internet Marketing:
 Best affordable medium to reach masses.
 Surfing habits of young
children makes them
ideal target group.
 Marketers on websites & social media platform, try to
entice children to generate sales.
 Children are future consumer & hence brand loyalty at
young age helps for future sales.

9. Market Research:
 Qualitative research: Simple random
sampling.
 Sampling unit: kids & their parents.
 Sample size: 30
 Methodology: Direct Interview Method.

10. Key findings:
 Children has more influence in purchase decision for children
related products. (toys, snacks, clothes)
 They had comparatively less influence on adult related products
which have high financial involvement.
 Children influence in purchase decision is governed by child’s
assertiveness & parent child centeredness. (influence increases
with these two factors)
 Gender: Male adolescents were more influential for video games,
CDs whereas girls were more involved in household items.

11. Cont’d . .
 Male adolescents showed greater tendency towards store
choice, consumer knowledge & more materialistic aspects.
 Female adolescents showed greater tendency towards
information search & cognitive differentiation.
 Age: older children were found to be more influential due to
progressive development in cognitive abilities.
 Family income showed a positive relationship with child
influence on purchase decision.

12.  In low income family, the price sensitivity factor is passed
on to children which can make them price sensitive buyers
in future.
 Other factors like socialization of children through social
media, influence of peer groups and educational
environment have significant impact of children’s
influential capabilities.

13. Research conclusion:
 Children have direct & indirect emotional involvement on
parents buying decisions.
 Children’s increased influence on parents buying decision can be
attributed to:
 Increase in no. of working couples thereby increasing financial
base.
 Shift from joint families to nuclear families.
 Lesser no. of children results in increased buying power.
 Repeated exposure to media resulting in socialization of
children.

14. Kotak junior account
 Kotak Junior Account is
designed to inculcate the
habit of savings in children
from an early age .
 Help parents build a corpus for their child's future.
 To encourage parents to save for their children by linking it
to a RD

15.  In this advert, it shows that most children enjoy saving
money (piggy bank to save), at a very young age.
 This product helps to provide some financial literacy among
children.
 It is quite clear that the little girl, kids are the target
consumers and the product is aimed at mothers - the actual
customers of the account.
 Kotak believes that children-specific accounts do well if
they are associated with mothers, as opposed to fathers.

16.  She pockets the loose change from the trousers of her elders.
 She collects the coins from every possible location in the house.
 All the coins she has collected is then kept safely, before being
taken to Kotak Mahindra Bank where she opens a ‘Junior
Account’.
 The idea being that all the money she has collected through her
efforts is now safe with kotak’s junior account thereby
inculcating a habit of saving funds at an early age.

17. Independent Junior Bank Accounts
 According to RBI circular, banks can allow minors( above
10 yrs) to operate their bank accounts independently.
 Aimed to promote financial
inclusion & to bring uniformity.
 Banks have been advised to
allow transactions for such
accounts but with limitations.
 The minor will get debit card and cheque book facilities.

18. Implications :
 A way not only for savings but also for earning interests.
 Help to make smart purchases through exclusive debit cards.
 Knowledge of operating account at an early age.
 Gain knowledge about better investment options from time to
time.
 This move will guide children into financial sector and will give a
clear picture financially.

19. Children as Consumers:

20. Advertisement trends in teenager
 Low Involvement to
High involvement
Product or Services.
 Emotional to
Techno-emotional.
 Commercial break
to Embedded
Marketing. (within
serial/movies/Custo
mer engagement).

21. Shift from low involvement to high involvement
Children are taking decision
on purchase of low
involvement product (low value
product) & children centric
products
Bicycle, Ice Creams, Chocolates,
Video games, hobby related
products etc. https://www.youtube.com/watch?v=YfFlaavmqSU
Children are influencing parent's
decision on purchase of high
involvement product (High
value product) & services
Car, Home, Child Education Plan,
Tour plan & destination etc
https://www.youtube.com/watch?v=zSlhbBBBi3A

22. Emotional to Techno-emotional.
The Driving force is emotion in
the Advertisement which
involves children.
 1. Daag achhe hai campaigne.
https://www.youtube.com/watch?
v=EiBLDWjhv_Q
 2. LIFEBUOY Commitment to
help a child reach 5 campaign.
 3. Oreo campaign.
The Driving force is techno-emotion
in the Advertisement
which involves children.
 Bajaj Discover 150 'Chalta
Nahin, Daudta Hai‘
https://www.youtube.com/watch?
v=DoU32Wd2kP0
 Chinese Note book
Advertisement

23. Commercial break to embedded marketing
 During Commercial break audience change the channel or do some other
activities that decrease number of real advertisement viewer.
 Children copy the characters so they are demanding the same product which
is used by krissh, Doremon & Chhota Bheem etc
https://www.youtube.com/watch?v=KmVYETHyLQw
 Embedded marketing doesn't give freedom to audience to escape the
advertisement.
 It also maintain the interest level in audience with long recall value.
 Precious currency i.e. time saved