"The Influence of Children on the Purchase Decision in Supermarkets"

Name: WILSON RODRIGUES DE SOUSA JÚNIOR

Publication date: 14/09/2009
Advisor:

Namesort descending Role
TERESA CRISTINA JANES CARNEIRO Advisor *

Examining board:

Namesort descending Role
TERESA CRISTINA JANES CARNEIRO Advisor *

Summary: This research aims to understand how the choice and children's use of consumer goods related to their school, the meanings of these goods for children and the strategies they use to get what they want. To attain the goal we developed a literature on the traditional view of marketing and vision of anthropology of consumption. Were referenced studies on children as consumers and the construction of the feeling of childhood. Then, an exploratory qualitative research was inspired by ethnographic techniques such as data collection and observation group interviews with children aged 10 to 12 years in the sixth year of elementary school in Vila Velha (ES). The survey results showed that the major items of consumption in school, used by children, are uniform, shoes, school supplies, backpacks, accessories and power. These items turn out a consumer that goes beyond utility, creating signs for children and the reference groups. The study also showed that children considered to be influential in the decision to purchase when the product or service is used by them. When it comes to products for children, they find themselves real decision makers. They are totally passive in relation to advertising, being vigilant in relation to advertising after feeling cheated.

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