Marketing zaměřený na dětského spotřebitele

Abstract

This bachelor thesis is focused on children market behaviour and on the marketing strategies with chikdren as a target market. The theoretical part consists of description of the childrens' consumer behaviour, where will be analyzed the uniqueness of the child as a customer, in other words, how does the childs' consumer behaviour vary from the adult customer. This thesis will apprise us some reasons why to focus on this specific target group with marketing activities. The advertisement ethics and legislative will not be ommited. Afterwards will be characterised particular factors, which may affect customers behaviour, primarily the factors significant for the child customer. In the practical part will be described the research, which proceeded on the elementary school. The research tried to explore children's consumer mindset, relevant marketing factors and their financial abilities. The research evaluates their independency as same as their influence on family shopping. The purpose of this thesis is to describe and evaluate the child marketing issue considering their market customs.