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

Children Buying Behavior and Marketing - Essay Example The adolescent group is the most vulnerable to such type of advertisements as they are seeking a string association to gain a sense of security. Thus advertisers have clearly created a separate domain for segmenting the boys and girls as separate target groups. The girls are made to feel or establish a feeling of anxiety about their health and body by displaying models that symbolizes their product range. The consumer societies have strongly intervened in this issue and have initiated awareness for both the parents and the youth on the health impacts the advertisements could cause on long-term basis. The gender being utilized 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 comprehensive success in their mission. Thus the case study is undertaken to evaluate the relative effect of the advertisements on the purchase decisions made by youth in United States. The specific objectives addressed in the study are (i) To understand the influence of consumer societies on the influencing the consumer attitude in young 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 especially across young boys and girls. 2. Literature Children represents a very strong market segment and advertisers recognize these aspects and the extend of brand loyalty that could be carried into the adulthood. Though it is established knowledge that as children don't understand the impact of the strong intentions of marketing it is considered unethical to advertise or display any promotional campaign before they attain a age of eight or nine. The consumer unions have expressed the views that as the children have very low ability to understand the reality and advertising content the advertising matter could in most of the situations distort the view about the world in children. Also, they have very low ability to assess the claims 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 highly sensitive to the external influences (Mizerski, 1995 ). This especially true when such matter appears on the walls of the schools or on the book 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 developing a positive inclination to the advertisement matter without analyzing the matter. The tender age fails to differentiate the commercial component 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