Understanding Children as a Customer Group : Case: Company X
Elizarova, Anna (2018)
Lahden ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Austria
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018061213551
https://urn.fi/URN:NBN:fi:amk-2018061213551
Tiivistelmä
Company X produces educational products for children of 6-12 years of age. The global educational toy market continues to grow, especially in the fields of STEM. Children represent a unique market segment. The aim of the thesis is to gain a deeper understanding of children as a customer group and examine possibilities of marketing to them. Another aim of the thesis is to suggest a development plan for the case company.
The deductive approach is adopted in a completely qualitative research. Theoretically, the author covers marketing communications and the role of children in it. The empirical part is carried out by the semi-structured interviews with Company X. The development plan draws on both theoretical and empirical findings and answers the research question.
The main finding states that children need to be approached in a different way than adults. Besides, despite the fact that children are strongly influenced by their parents, peers and mass media, they represent a large customer group worldwide and play a substantial role in buying decisions and can be reached directly.
The deductive approach is adopted in a completely qualitative research. Theoretically, the author covers marketing communications and the role of children in it. The empirical part is carried out by the semi-structured interviews with Company X. The development plan draws on both theoretical and empirical findings and answers the research question.
The main finding states that children need to be approached in a different way than adults. Besides, despite the fact that children are strongly influenced by their parents, peers and mass media, they represent a large customer group worldwide and play a substantial role in buying decisions and can be reached directly.