The Consumer Behavior of Children and Young People

Autor	Markéta Kovalová
Organisation	Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací
Year	2012
Research type	bachelor thesis
Annotation	This paper employs theoretical knowledge to analyze the approaches of the market segment of children and youths to shopping and consumerism. Childrens are today active consumers and producers are trying their utmost to accommodate and satisfy their desires, they are well aware of their potential as customers. The theoretical part contains chapters: Children and Youth in the consumer market, the psychology of the child, why buy, consumer decision-making process, Shopping for children and youth. Manufacturers and retailers are you well aware of these terms, thanks to them, they can more easily target a select group of customers. The practical part through research pays particular attention to the following issues: how the child handles a massive offer, which he has been through advertising in the media presented? She leaves the child susceptible to advertising, pricing, peers, packaging or celebrity? Where children and young people prefer buying? And most importantly, what they spend their money? The research results show that more than 80% of respondents liked shopping. Researches shopping behavior of children and adolescents demonstrates that this (11-15 years) target group spends most of their saved money for sweets. The results further show that today's parents are trying to educate their children financially and lead to an investigation.
Keywords	children, youth(s),motivation, customer buying behavior , demand, consumer behavior
Research type	quantitative
Start date
End date
Obor	AH Economy, AL Art, architecture, cultural heritage
Email	rysava@fmk.utb.cz
Availability	available in the NRVDM electronic library
Download research	1437570891.pdf
Organisation	Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací
Possible connection	Children and Youth Ratio in population Number of children and young people Expected numbers of children and young people (Summer) recovery activities (form of summer camps)