TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | MARKETING TO CHILDREN: AN EXPLORATORY STUDY REGARDING PARENTS PERCEPTION OF IT | ||||||||||||
| Autor(es): |
CRYSTAL DE ALENCAR GALPERIN |
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| Colaborador(es): |
RENATA CELI MOREIRA DA SILVA - Orientador |
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| Catalogação: | 15/SET/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=27377@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=27377@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.27377 | ||||||||||||
| Resumo: | |||||||||||||
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This study aims to investigate the perceptions of parents regarding marketing campaigns aimed at children. Through in-depth interviews with parents of Rio de Janeiro with children up to the age of 14 has been identified which are the key insights on this topic, such as the sight of parents in relation to children s marketing and how children influence the process of buying decision of parents. The results showed that parents perceive negatively the way companies operate working with the children s marketing. Moreover, they are aware of the power of persuasion of their children and therefore restrict where would like to receive the influence of children at the time of decision making.
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