Marketing Towards Children-Ethical Concerns

Abstract

Abstract

The aim of the thesis is to analyze respondents’ perception regarding marketing towards children. The central questions which will be presented by the theoretical portion of the research are.

1 How does the children’s consumer market of today differ from the past and what method are today’s marketers using in order to reach the children

2How do these methods work, in what way is it apparent that the method work and is the marketing practice ethical

3 Where does the responsibility for shielding the children from marketing lie and what are the concerns of marketing towards children?

The conclusion can be made that the manner in which marketing towards children is done has become so sophisticated that to the extent that it is increasingly more difficult for parents to protect their child-ren from being targeted by marketers. The evolution and emergence of new technology and a rapidly evolving society add to the difficulty. A new study in the subject should be made within 3-5 years in order to make a comparison regarding method and results.

As part of primary research, 100 visitors of Uhuru park Nairobi were interviewed in order to ascertain their perception concerning marketing towards children. It was surprising that majority of the intervie-wees had no idea of what is being marketed to their children, however majority confirmed that children are more targeted by marketers nowadays than it was 20-30 years ago