Influencia de publicidade no comportamento do consumidor infantil

• Autor(a) principal: TRIGUEIRO, Francisco Mirialdo Chaves
• Data de Publicação: 2015
• Outros Autores: RODAS, Yara M., THIAGO, Fernando, FERREIRA, Humberto Medrado Gomes, PASCUAL, José Valentin Iglesias, ROMEIRO, Maria do Carmo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da USCS
• Texto Completo: http://repositorio.uscs.edu.br/handle/123456789/985
• topic: Marketing; Consumer market; Consumer behavior; Child consumer

Studies have noted the influence of commercials aired by the electronic media consumption behavior of children, especially television. Thus, this work proposes to study the behavior of the child consumer in Brazil, analyzing how the actions of marketing and media may influence the behavior of early consumption of children aged between six and nine years. We used a mixed approach, with the application of an instrument with open and closed questions and multiple choice, about consumer preferences applied to 141 children six to nine years old. It was found that going to the mall and watching television is part of everyday life that the consumer market, the survey also revealed that the most consumed products are toys for children (71.63%), the largest source of product knowledge that arouse desire are the advertisements on television (80.85%) and the infant admiring the appearance of these cartoon television advertisements (36.99%). It appears that the marketing and the media influence the behavior of the child consumer through advertisements on TV, advertisements on Internet and showcase the stores, especially if they are inserted in the malls, once consisting of a tour of great enjoyment for children.