As crianças como mercado influenciador

: a influência das crianças na tomada de decisão dos pais

Abstract

The children's segment is becoming more relevant every year and more important for brands. This market has an important potential and can offer relevant opportunities to marketeers, since it involves high monetary values due to the influence that children have on their parents. The rising importance of child marketing was a key reason for the development of this research. The primary objective of this study is to evaluate the influence of children in the decision-making of parents, from a parental perspective. Furthermore, we want to evaluate if factors such as age and gender of the child, civil status and income of parents, affect the influence that children have on their parents. Additionally, we will analyze the effect that the socialization agents have on children, and also the product categories that are subject to a greater influence by children. The data collection method used in this research was as survey so that we could collect quantitative data. The questionnaire includes essentially closed questions to ensure a better understanding and comparison of the issues studied. In total we obtained 200 valid responses. In regard to the main results, we concluded that children can significantly influence the decision making of their parents and that their view is very important to them. The most influential socialization agents in the parents' perspective are family and advertising. Regarding age, we noted that the older the child the most influential. In regard to gender, we confirmed that girls can influence their parents more than boys. In respect to civil status and parents’ income, we concluded that children of single parents are more influential, as well as children of parents with higher incomes.

Date of Award	14 Jul 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)