Children Buying Behavior and Marketing Essay Example | Topics and Well Written Essays - 2500 words

Children Buying Behavior and Marketing - Essay ExampleThe adolescent group is the nearly vulnerable to such type of advertisements as they are seeking a string association to slay a disposition of security. Thus advertisers have clearly created a set out domain for segmenting the boys and girls as separate target groups. The girls are made to feel or establish a feeling of anxiety roughly their health and body by displaying models that symbolizes their product range. The consumer societies have gruellingly intervened in this issue and have initiated sensation for both the parents and the youth on the health impacts the advertisements could cause on long-term basis. The gender world utilised in the generating higher consumption of goods is a conventional strategy in business. Though the intervention by consumer societies have helped to tone down the gravity of these advertisements the power of market is so enormous that the awareness programmes cannot be expected to gain a com prehensive success in their mission. Thus the case study is undertaken to pronounce the relative effect of the advertisements on the purchase decisions made by youth in United States. The particular proposition objectives addressed in the study are (i) To understand the influence of consumer societies on the influencing the consumer attitude in untried children in the United States. (ii) To assess the impact of the advertisements that portrays women differently in the magazines and further influences the shopping decisions of young children oddly across young boys and girls.2. Literature Children represents a very strong market segment and advertisers recognize these aspects and the get over of brand loyalty that could be carried into the adulthood. Though it is established knowledge that as children dont understand the impact of the strong intentions of marketing it is considered unethical to advertise or display any promotional campaign before they encounter a age of eight or nine. The consumer unions have expressed the views that as the children have very lower-ranking ability to understand the reality and advertising content the advertising matter could in most of the situations interlace the view about the world in children. Also, they have very low ability to assess the makes being made in the advertising matter. Also, expert academicians in the consumer behavior too have reinforced this claim that by saying the during the young ages the cognitive structures are in the formative stages and hence the children would be super sensitive to the external influences (Mizerski, 1995). This especially true when such matter appears on the walls of the schools or on the make covers or on the anything related to their domains of closer interaction. These situations makes the children to believe that the contents are legitimate and start exploitation a positive inclination to the advertisement matter without analyzing the matter. The tender age fails to di fferentiate the commercial gene in such displays and fails to understand the manipulative actions hidden in it. Often the advertisements create a sense of reality in the mind of children and they try to relate them with the regular news features in