O impacto das promoçoes de vendas na escolha das crianças: estudio aplicado aos cereais
- Autores: Laura Isabel Tabares de Almeida Pinto Nogueira, António Cardoso
- Localización: Conocimiento, innovación y emprendedores: camino al futuro / coord. por Juan Carlos Ayala Calvo, 2007, ISBN 84-690-3573-8
- Idioma: portugués
- Enlaces
-
Resumen
This study was carried out in three schools and two activities centres in the north of Portugal (children's between the ages of 8 and 12 years old). The aim of this study is about children's market and their relationship with the different kinds of promotions in cereals boxes, for that, there were applied 103 questionnaires, 58 girls and 45 boys. The results show that children are sensitive to sales promotion; they give importance to direct an indirect offers. They've interest in the different techniques shown; they prefered the contest, a sweepstake of a trip and an offer of a premium, a CD. In general children prefer the products with promotions independently of the brand. It's fun for them go shopping; they like surprises and choose their own cereals. They usually ask parents for a product in promotion. Children know about promotions through TV and when they go to a store. The youngest children have shown more sensibility to sales promotion then de older ones
