Children’s Consumer Behaviour
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Wyższa Szkoła Gospodarki Euroregionalnej w Józefowie
Publication date: 2015-03-31
JoMS 2015;24(1):349-369
The article depicts the role of a child as a consumer with consumer attributes and compares them with surveys results which were carried out in a randomly chosen group within the district of Radom. The surveys included consumer needs of the juvenile, determining their approach and behaviour in specifi c aspects; the results also present parents’ point of view on these aspects. The substantive results were revealed: Younger children pronounce their needs more clearly regarding material needs, or services relating to basic and typical of their age activities such as being looked aft er by a close relative, playing games, or a walk. As the child grows up, their consumer needs parallelly grow, for instance, going to the swimming pool, theme park, or country trips or using educational services. Whilst basic needs are secured, young children tend to express needs directly connected with the present time, for example, when the child needs a plasticine, he or she comes to the conclusion that plastecine in needed now. Older children are already able to plan to get the specific goods.
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