A influência da criança na decisão de consumo da família nas compras em supermercado

Abstract

The changes that occurred in recent years in Brazil affected the structure of families, allowing children to play an important role in the decision-making power of family purchases, influencing the acquisition of products, brands and models, opting for and choosing what to do family must acquire and consume. Faced with this family reality, the present work sought to analyze the influence of the children in the purchase decision of the parents in the supermarket and to answer the question of the research question: What is the influence of the child in the decision to consume the family in supermarket shopping in Sant ' Ana do Livramento-RS? For this the research presents quantitative approach, descriptive character and Survey method. The research instrument was elaborated according to the theoretical reference, to collect the data were approached parents of children in the age group from two to twelve years, having as a collection place the supermarket and state schools located in the city of Santana do Livramento. Data collected from 115 respondents were analyzed by means of frequency and percentage. The results show that the children accompany their parents in shopping at the supermarket and participate in them by influencing the purchase of certain products, especially: chocolates, candies, yogurt, stuffed biscuits, as well as perceiving the influence of the media in deciding what the children want to consume. Parents agree that children spend a lot of time watching television or the internet, a key factor in influencing children's marketing.