بررسی رفتار کودک در جایگاه یک مصرف کننده

نویسندگان

1 تادیار مدیریت بازرگانی ـ بازاریابی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران

2 استادیار مدیریت آموزشی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران

3 کارشناس ارشد مدیریت بازرگانی ـ بازاریابی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران

چکیده

چکیده: یکی از مهم‎ترین موضوعات در بخش بازاریابی، مطالعه‎ی رفتار مصرف­کننده است؛ بدیهی است کودکان نیز جدا از این مقوله نیستند. اینکه کودک چطور، چقدر، درچه زمان/ مکان و چگونه اطلاعات لازم را به‎دست آورده، انتخاب‎کرده و خرید می‌کند، موضوع مطالعه‎ی رفتار کودک در جایگاه یک مصرف­کننده است. پژوهش پیش رو نیز با هدف اصلی شناسایی عوامل اثرگذار بر رفتار خرید کودک در شهر تهران انجام شده است. محور اصلی، استفاده از رویکرد اجتماعی­سازی و بررسی نقش برخی عوامل آن است. بدین منظور هفت فرضیه تدوین شد. روش پژوهش کاربردی، توصیفی، همبستگی و ابزار جمع­آوری داده­، پرسش‎نامه و مصاحبه بود. برمبنای ادبیات موجود این مطالعه کودکانی با میانگین سنی 7 تا 12 سال انتخاب شدند. برای تعیین نمونه، از روش نمونه­گیری خوشه­ای چندمرحله­ای استفاده شده است. در تحلیل داده­ها، مدل­سازی معادله‎ی ساختاری به‎کار گرفته شده است. نتایج نشان داد که عواملی چون، والدین، چگونگی برقراری ارتباط در خانواده و نام تجاری، بر رفتار خرید کودک اثرگذارست. به‎علاوه جنسیت نیز، مؤثر بوده، یعنی کودکان دختر و پسر رفتار خرید متفاوتی دارند؛ برخی از این تفاوت­ها در نحوه‎ی تأثیرگذاری بر والدین و استقلال در خرید بود. در انتها براساس نتایج پژوهش، پیشنهادهایی ارائه شده است که مهم‎ترین آنها در زمینه‎ی فعالیت­های پیشبردی و اطلاع­رسانی شرکت­های تولیدکننده‎ی محصولات کودکان است.
 

کلیدواژه‌ها

عنوان مقاله [English]

Survey of Kid’s Behavior as a Consumer

نویسندگان [English]

  • M.A Abdolvand 1
  • A. Zamani Moghadam 2
  • Nastaran Dehghani Samani 3
1 Assistant Prof in Business Management-Marketing, Islamic Azad University-Science and Research Branch, Tehran, Iran
2 Assistant Prof in Educational Management. Islamic Azad University-Science and Research Branch, Tehran, Iran
3 M.Sc. in Business Management-Marketing, Islamic Azad University-Science and Research Branch, Tehran, Iran
چکیده [English]

Abstract: consumer behavior is one of the most important issues in the marketing. It is clear that children are not excluded. Children as consumer's mean; why, when, where and how they acquire the necessary information, select, and purchase. This study, done with the purpose of identifying factors influencing on children buying behavior in Tehran. Therefore, use of socialization approach and the role of socialization agents were examined. 7 hypothesis were developed. Research methods were correlation, applied, and expressive. Interview and questionnaire were used for data gathering. Based on the existing literature review must have be done work on 7-12years old. Multi-stage cluster sampling was used to determine the sample. To analysis the data used Structural Equation Modeling (SEM) was used to analysis the data. The Results of this survey shows that some factors, such as parents, communication with family and brand impact on the children buying behavior. Additionally gender had effect as well; in the other words, boys and girls show different consumer behaviors. Some of the differences were pester power and independence. Some recommendations are suggested based on findings to companies producing children’s products.

کلیدواژه‌ها [English]

  • Children Buying Behavior
  • Socialization Process
  • Age Group (Peer)
  • Mass Media

مراجع

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