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Dítě jako spotřebitel a jeho vliv na rozhodovací procesy dospělých / Child as a consumer and his/her influence on decision-making processes of adults.

Children nowadays are exposed to a huge amount of advertisements wherever they go. It appears that children are a very attractive target group because of their ability to influence their parents to buy them preferred products and brands. This Thesis focuses on analysis of children's influence on their parents' purchase decisions. The Thesis consists of 5 chapters. First three parts are theoretical. The introductory chapter deals with the consumer's purchase decision-making process and factors that affect this process. The second part describes family as a special consumer unit which forms individual consumer behaviour. Final theoretical chapter focuses on the child as a specific consumer and customer. In the practical part the reserach is conducted to reveal into what extent children influence their parents about purchase. At the end the recommendations for successful children advertisement are set up.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73785
Date January 2010
CreatorsJuřicová, Martina
ContributorsPostler, Milan, Mikeš, Jiří
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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