Children are recognized to be important market participants. They act a great role in adult's purchase and brand preferences. They are generally the consumers who are affected by promotion programs advertisements and campaigns. More importantly, they are the future consumers, so research about children in marketing should be considered carefully .
I conducted a research with 5 children aged 6-9 and 9-12.The children aged 6-9's brand knowledge were focused mostly on descriptive aspect of brands based on the results. However, the older age group was also concerned about the associations and messaged benefits of products. The older group chose brands that they are more interested in as well as what they are being exposed by advertisements, parents, TV commercials like many 6-9 aged children do.6-9 aged children watch TV more than the older group so they have more tendency to ask for and purchase advertised brands. Mostly their favorite brands are inspired by their favorite TV commercials. The favorite commercials are popular ones that circulate on TV many times during prime time between their favorite TV programs.
The messages companies wants to give to potential consumers through media reach children easier because of less noise they are involved in. therefore companies try to impose their strategies to families starting with their children. They know that children have great effect on purchasing power and preference on adults.
The process in this part of research supposed to make children list as many as brand names as possible in 3 minutes. I think this process aims to measure the recall and recognition of brands. The differentiation in product categories play important role that emphasize some brands names among others. Most of the products were targeted to children consumers and were recalled by a specific phrase that was actually used in advertisements. A phrase is a catchy word that is easily recallable suitable to the brand's imposed image in the public.
