CHILDREN AS TARGET MARKET

Vasilica Somesfalean
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Vasilica Somesfalean: Babeş-Bolyai University Cluj-Napoca, Romania

Studies in Business and Economics, 2012, vol. 7, issue 2, 172-183

Abstract: The purpose of this paper is to highlight the reasons that lead marketers to give greater importance to children, how to explain this increased potential that children have on the existing market and strategies that marketers and companies use in order to reach this market. To this end we analyzed a series of articles, studies and research conducted on the subject, with implications in psychology, sociology, but especially in marketing. The results obtained show very interesting issues regarding children as consumers, prescribers and future consumers, which motivate marketers to give children greater importance and to build various targeting strategies. This paper can create a clearer picture for parents, marketers and other stakeholders of the present and future of our children as consumers.

Keywords: children; target market; pester power; purchase decision (search for similar items in EconPapers)
Date: 2012
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