This thesis provides facts about how the activities of marketing professionals aimed at attracting children shape their parents. The theoretical part provides information about the main tools of the communication mix and applies the theory to child consumption behavior. Based on research from 2013 and 2016, the practical part examines the development of attitudes and opinions of parents as well as children. These results are extended from an American perspective. The goal of this part is to find out the trends of marketing activities and the related behavior of young and adult consumers. The first research done in 2013 was conducted on randomly selected second-grade children at Josef Hlávka elementary school in Přeštice. Pupils were asked about their relationship with shopping, how they influence their parents while shopping, and how they spend their free time. The same research was repeated three years later. For the purpose of comparative analysis, respondents were again second-grade students of the same elementary school. The results are described in this thesis. Additionally, parents of these pupils were asked in both periods of time through questionnaires to add their opinion on the shopping power of their children.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:205644 |
| Date | January 2015 |
| Creators | Kmochová, Eliška |
| Contributors | Kašparová, Eva, Svoboda, Martin |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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