A Conceptual Framework Of Decision-Making By Children As Consumers With Insertion Of Influencing Factors

Abstract

Comprehending consumer buying behaviour and the reasons behind it continues to be important in marketing as it enables companies to improve their marketing strategies and increase company performance.  Additionally, during recent years, emphasis has been drawn to children as consumers as well as the variables that affect their purchasing decisions. However, there aren't many studies on the subject. The present paper focuses on providing a conceptual framework based on the previous works of literature published by scholars in regard to children consumer behaviour with the inclusion of factors that shape children’s consumer behaviour and therefore, the purchase decision. For this purpose, established studies provided by Jean Piaget’s theory of cognitive development, Blandína Šramová’s children socialization process, and McNeal’s growth sequence of children consumers have been majorly referred to along with other contributions of different scholars on the same. The framework also tries to explain the cognizance of children towards such influencing factors.