The Influence of Trademarks in Consumer Culture. The Case of Children at the Base of the Villavicencio Pyramid
DOI:
https://doi.org/10.22579/23463910.48Keywords:
Consumption, Infant, Influence, BrandAbstract
Marketing in the twenty-first century must answer more complex questions than those initially raised by nineteenth-century economists about family consumption; With new internal relationships, modern families involve their members in consumer decisions and in some of them, infants have the possibility to decide or influence the buying and consumption process. The present study raises the need to investigate some aspects that in opportunities is difficult to measure or to quantify, for that reason the qualitative methodology was assumed. The general objective was to elaborate a behavioral profile of the infant consumer between 5 and 9 years old located in the base of the pyramid of Villavicencio (Colombia). The findings highlight the important role of culture, which plays the role of explaining and sustaining many of the behaviors that human beings assume in the role of consumers. It was also identified that at the time of purchase the children chose to buy products associated with beauty and personal hygiene, because in their homes the purchase of these items is for group consumption, regardless of age Of the members of the family.
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