The In uence of Design Elements in Choosing Products on the SweetsMarket for Children

Nicoleta Andreea Neacu
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Nicoleta Andreea Neacu: Transilvania University of Braov,Faculty of Economic Sciences and Business Administration, Braov, Romania

International Journal of Business and Economic Affairs (IJBEA), 2018, vol. 3, issue 6, 283-290

Abstract: Children's choice for sweets is known by everyone. Through design and aesthetics elements, producerswant to in uence children and adults to choose sweets. The article aims to create a clear picture of the use of design andaesthetic elements by the big producers on the sweets market for children, and of parents' perception of how childrenare in uenced by the design and aesthetics of sweets. In this respect, a qualitative marketing research study has beencarried out and the method that was chosen was the in-depth interview. An interview guide was used as a tool. Thesample included a number of 26 parents. The paper analyses which design elements have a stronger impact on purchasingdecisions. The results show that the design of sweets is important and attracts attention to a product before it is tasted.It has been found that the design of a product is an important element according to which people (children, but alsoadults) make the purchasing decision. Given that are very few studies on the subject, the author believes that this papermay help sweets manufacturers better adapt their marketing strategies to children and parents' psychology, but can alsohelp consumer authorities develop regulations to protect them from the pressure from manufacturers.

Keywords: Sweets; Design; Aesthetics; Look; Marketing research; Strategies (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2018:p:283-290

DOI: 10.24088/IJBEA-2018-36005

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