University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
This qualitative study explores Pakistani children’s views regarding TV advertising and outlines the factors impacting their choice of snack brands. Thirty-six children from three schools were selected purposefully and qualitative dana was collected through focus group sessions held in schools. Findings suggest that children understand the intended message of snack brand advertisers. Different variants of brands focusing on some product- and non-product related elements are considered imperative, contributing towards purchase. Children identify brandsn through jingles and cartoon characters and are well-aware of the logic behind TV advertising. This study highlighted children as knowledgeable, straightforward, fun-loving and rational consumers, all of which have some important implications for food marketers. The research is an original contribution to the work in the field of consumer socialization; it is intended to help the readers understand children’s attitude with regard to TV advertising, and identify some of the elements contributing to the choice of snack brands among children.Ova kvalitativna studija istražuje mišljenja pakistanske djece o televizijskom oglašavanju te navodi čimbenike utjecaja na izbor marke tzv. snack proizvoda. Namjernim uzorkovanjem odabrano je tridesetšestero djece iz triju škola, u kojima su putem fokus grupa prikupljeni kvalitativni podaci. Nalazi istraživanja upućuju na to da djeca razumiju namjere sadržane u porukama oglašivača snack proizvoda. Različiti oblici pojedinih maraka usmjereni na elemente vezane i nevezane uz proizvod smatraju se nužnima i pridonose namjeri kupovine. Djeca identificiraju marke kroz jinglove i crtane likove te su svjesna logike TV oglašavanja. Istraživanje je pokazalo da su ona dobro obaviještena, iskrena, da vole zabavu i racionalni su potrošači, što ima važne implikacije za marketinške stručnjake u prehrambenoj industriji. Ovaj je rad izvoran doprinos u području socijalizacije potrošača i nastoji pomoći čitateljima pri razumijevanju stavova djece prema TV oglašavanju putem identifikaciju nekih elemenata koji pridonose izboru marke snack proizvoda među djecom
