Pequenos influenciadores: uma análise da influência das crianças no comportamento de compra dos pais.

Abstract

Children are maturing faster in relation to consumption, obtaining more information about the brands and products, which gives them greater capacity in the power of influence over their parents. This current context offers great opportunities to be exploited by businesses and marketers, in view of the child consumer potential. This research has as objective the analysis of the influence of children in the buying behavior of parents residing in the city of Campina Grande-PB, with children aged between 1-7 years. The theoretical framework provides a discussion on the consumer behavior, child consumer, factors influencing purchasing behavior, purchase decision process and the role of the child in making purchasing decision. For data collection was used questionnaire-based the literature reviewed in this study. Data analysis was performed using SPSS software and MS Excel 2013. The results showed that even with an age group of younger children, it can be said that there is influence by them in the buying behavior of parents in supermarkets, that this market is maturing at an earlier age and gaining momentum in the current family context. Thus, companies and marketers who want to reach both the young public as consumers and their parents, through the influence of children, can be used the information contained in this research to develop good strategies for your business. Therefore, it was concluded that even with an age group of younger children, such as those examined in this study, it can be said that there is influence by them in the buying behavior of parents of food.