Children as Consumers
Autor: Saurabh Jaiswal • June 25, 2017 • Presentation or Speech • 1,464 Words (6 Pages) • 573 Views
Discussion Guide : Children as consumers
Hi !! We are from a management college – IIML. I know all of you must be wondering what are we doing here? Some of you might be thinking we are here to teach you some thing or we are going to take some test or some thing .. some may even be puzzled as to what is all this …right? an all of you tell me what were you expecting that all of us going to do here today ?
Well, let me tell you; We are here to make some new friends .. we want to be friends with you and many more other kids in your school. But as you know in order to make friends, it is important to know about each other .. In fact we are here to learn from you !!! Today you have to be the teacher and we are the students . Okay !! ☺ Today you have to teach us how to be ‘children’ .. like how and what and where and when whatever happens
But as all of you would agree teaching in the old fashioned way is very boring so, we will have a different way of teaching… you will teach us about the children’s world through games, drawings, gappe, masti etc . So, Today we are going to talk about some things, play some games and have lots of fun… so are all of you ready?
Before we start, want to tell you some important things …
- Remember, we all are here only to have fun and so you don’t need to worry too much or think too much … We are not getting marks or any medals.. so relax and just draw/speak whatever comes to your mind.
- Whatever we will talk about in here stays only amongst us !! It is completely confidential, and we will not share your names, or anything you say with anyone.. neither teachers, nor parents and not even your classmates .
- We are using this camera and recorder so that we don’t miss out any of the things that you will teach us today. We are not going to broadcast it anywhere or show it to anyone. We are simply recording so that instead of having to write down everything and make notes, we can relax and have complete fun with all of you
- Every person is different and has different opinions and choices.. some one likes red someone likes green and some like pink or blue color.. but that does not mean that one is wrong or right .. ALL of them are RIGHT!! So if you have a different opinion from what others are saying, you can say what you think or feel, because in this game everyone is right and no one is wrong
- You simply have to say what you feel / think / believe … and not worry if it is right or wrong or what will we or others think.. just relax, be yourself and have fun with us
- Also, Most important we have come here to meet you, talk to you, learn from you and we will be here with you only for one hour; so please talk to us during this time .. you can talk to your friends later also.
Ice breaking
- Now, let’s start by knowing a little about each of you ...
- Each one of you will tell your name and tell me about a certain cartoon character / TV character that you think you are like and what makes you similar to that character!!
For e.g. I am Shweta and I am like chota bheem because I like laddoos very much!! ☺
Research Objective | Technique used | Discussion Points | Expected Outcomes | ||||
Profiling the child consumer | Third person technique | Moderator to show picture of a kid… This is Raunaq… he is also a kid like us .
| Consumer sketch | ||||
Determine the level of consumerism in the children | House mapping | Moderator to show a chart with the model of a house ..
Moderator to note down for categories OR brand names mentioned
| Key product categories and brands that the children interact with regularly | ||||
Understanding the shopping /spending patterns of the child consumer | Story telling OR pictorial associations | Moderator to ask children to create a story around the line below : One day Raunaq went out to buy something… OR Moderator to hand out the pictorial charts to each student … This is Raunaq, he is at a shop and this is his shopping cart.. complete the picture …
| Independent and shared shopping/ spending patterns | ||||
To understand the influence of kid in buying at marketplace (own and household purchases) | Mapping the Consumer behavior model for various categories | Moderator to explore the consumer behavior model for each of the categories identified Select one of the categories and ask for each of the following sequentially :
MODERATOR TO REPEAT FOR ALL THE MAJOR CATEGORIES | Socialization agents and their impact across various steps in consumer decision making | ||||
To understand how kids use brands in their everyday lives | Best / worst technique | Now for each of the categories, tell me what all brands / options that may be available for Raunaq?
Moderator to note the brands mentioned on cue cards and probe :
Pick up group A: What makes these as the BEST brands/ options?
Pick up group D: What makes these as the WORST brands/ options?
What about B & C ?
Do we tell others / friends etc about our experience with brands / products ? Anything else you want to tell me about yourself / Raunaq or about the things that you use ? | Brand perceptions and interactions |
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