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Authors
Abstract(s)
Falar no consumidor infantil é sinónimo de falar em futuro, já que desde cedo passa por
um processo de socialização para o consumo e reforça interesse por este mundo,
influenciando a decisão de compra familiar. Nomeadamente quando se trata de
brinquedos, visto que não conseguimos dissociar este produto de uma criança.
Desta forma, a presente investigação pretende estudar o que atrai este tipo de
consumidor, com idades compreendidas entre os oito a dez anos de idade, nas
embalagens de brinquedos. Concretamente, pretende-se estudar a relevância dos
elementos visuais e textuais da embalagem e perceber de que forma estes influenciam os
pais e influenciam o consumidor infantil pela pressão social.
Para responder aos objetivos propostos realizou-se uma abordagem de métodos mistos,
através de uma metodologia quantitativa, utilizando um método de neuromarketing, o
eyetracking. Através deste, conseguimos esclarecer para onde olha a criança, quanto
tempo olha, definindo a sua atenção visual e preferências. De modo a complementar
estes resultados, realizou-se ainda uma abordagem qualitativa através de dois grupos de
foco, um do sexo masculino e outro do sexo feminino.
Os resultados obtidos permitiram comparar abordagens e perceber que as crianças desde
cedo têm uma opinião formada sobre o consumo, que muitas vezes é moldada devido ao
social que o rodeia, nomeadamente pelo ambiente escolar. Estes pequenos consumidores
efetuam os pedidos aos pais de forma consciente, influenciando-os. Relativamente ao
segmento de mercado definido, as embalagens de brinquedos, há uma preferência de
destaque pelos elementos visuais da embalagem, mas também dão importância aos
elementos textuais quando os visuais não satisfazem rapidamente o entendimento do
brinquedo.
Talking about child consumers is synonymous with discussing the future since they go through a socialization process for consumption from an early age and reinforce interest in this world, influencing the family purchase decision, particularly regarding toys, as we cannot dissociate this product from a child. Thus, the present investigation intends to study what draws attention to this type of consumer in toy packaging between eight and ten years old. Specifically, it is intended to study the relevance of the visual and textual elements of the packaging to understand how they influence parents and influence themselves through social pressure. To respond to the proposed objectives, a mixed methods approach was carried out through a quantitative methodology, using a neuromarketing method, eye tracking. Through this, we can clarify where the child looks and how long they look, defining their visual attention and preferences. A qualitative approach was carried out through two focus groups, one male and one female, to complement these results. The results made it possible to compare approaches and realize that children from an early age have a formed opinion about consumption, which is often shaped due to the social environment surrounding it, namely by the school environment. These small consumers make requests to parents consciously, influencing them. Regarding the defined market niche, toy packaging, there is a preference for the visual elements of the packaging. Still, they also give importance to textual elements when the visuals do not quickly satisfy the understanding of the toy.
Talking about child consumers is synonymous with discussing the future since they go through a socialization process for consumption from an early age and reinforce interest in this world, influencing the family purchase decision, particularly regarding toys, as we cannot dissociate this product from a child. Thus, the present investigation intends to study what draws attention to this type of consumer in toy packaging between eight and ten years old. Specifically, it is intended to study the relevance of the visual and textual elements of the packaging to understand how they influence parents and influence themselves through social pressure. To respond to the proposed objectives, a mixed methods approach was carried out through a quantitative methodology, using a neuromarketing method, eye tracking. Through this, we can clarify where the child looks and how long they look, defining their visual attention and preferences. A qualitative approach was carried out through two focus groups, one male and one female, to complement these results. The results made it possible to compare approaches and realize that children from an early age have a formed opinion about consumption, which is often shaped due to the social environment surrounding it, namely by the school environment. These small consumers make requests to parents consciously, influencing them. Regarding the defined market niche, toy packaging, there is a preference for the visual elements of the packaging. Still, they also give importance to textual elements when the visuals do not quickly satisfy the understanding of the toy.
Description
Keywords
Comportamento do Consumidor Consumidor Infantil Elementos
Visuais Elementos Textuais Embalagens de Brinquedos Eyetracking Neuromarketing.