According to this behavior case study, children are very important part in the family buying process. Marketing theory suggests five main roles that they play in a family buying process:
Of course children have a great influence on family buying decisions from cars to holidays. However, they are also the buyers for the future. As the child will be given toys or products of one trademark or brand, it could create the attitude of loyalty in such an early age. But how should business market to children?
Due to our behavior case study products have to appeal to the conflicting needs of child and parent, and fight off increasing competition. The bright example is marketing in food. Few years ago, children would not have a damn about some product, but today’s dairy products should encompass everything starting from cheese to yogurts.
Marketers also have to recognize that children are moving into new markets. Children as young as seven buy DVD's, and no teenage lifestyle will be complete without a mobile phone. This has a knock-on effect. For example, the money children spend on mobile phone cards reduces the money they spend on snacks.
Marketers also need to be sensitive to the peculiarities of markets in some way related to children. It may seem attractive to use an active marketing campaign to make a product stand out. However, a poorly average campaign could have a bad result on the product because of the possibility of being attacked by ethical campaigners, mothers, health and safety organizations and educationalists, and others.
But mostly marketers face challenges in shoving products in a way that attracts children. Advertising displays have to be able to handle child usage (or abuse) and capture a child’s imagination and attention. A good example of successful work is Disney that has a reputation as being particularly good at interactive promotional marketing.
A lot of children also prefer Woolworth's to supermarkets because of features such as pick 'n' mix sweets. Particularly the Early Learning Centre now is succeeding because of making a playground, which allows children to play with toys, rather than leaving them wrapped in plastic.
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