Comportamento do consumidor infantil: um estudo de caso em um Supermercado do Município de Aparecida - PB.

Abstract

The study of child consumer behavior has gained relevance in recent years, since the child is gaining more space and decision power with respect to family consumption. In this way, the present study aims to analyze the influence of the child consumer on the purchasing decisions of the parents in the supermarket. The research in question was elaborated in a supermarket in the city of Aparecida-PB, characterizing itself as a descriptive case study because it tries to describe the behavior of the child consumer. To stop both were applied 112 likert questionnaires addressed to the parents, in addition to 8 hours of observations made with 30 children to identify the factors influencing the consumption. The collected data were published in tables and analyzed quantitatively with the aid of the statistical program SPSS 22.0 (Statistical Package for the Social Sciences) using frequency, mean and standard deviation. Finally, the results showed that the influencing factors used in the research were important for the purchase decision of this target audience, revealing the cultural and psychological factors as the major influencers in the purchase decision, besides the variables approached regarding the mix that presented the greatest results of the research.