The comparative analysis of consumer behavior of children from families with different socio-economic status

<p>&nbsp;</p><p align="center"><strong>Annotation for the current research paper</strong></p><p align="center"><strong>&ldquo;The comparative analysis of consumer behavior of children from families with different socio-economic status&rdquo;</strong></p><p align="center"><strong>by the student Timkova Kristina Sergeevna</strong></p><p>&nbsp;</p><p><strong>Keywords:</strong> consumer behavior, the process of consumer socialization, socio-economic status of the family, children&#39;s audience, marketing to children</p><p>The current research work examines the peculiarities of children&rsquo;s consumer behavior in relation to the social stratum of the family. The aim of the thesis is to identify the differences in buying behavior of children caused by the process of consumer socialization in families with different socio-economic status.</p><p>According to the indicated purpose the author put and successfully solved the following tasks:</p><ol><li>To carry out the analysis of scientific literature on the research subject;</li><li>To determine the sums of pocket money which are given out to children &nbsp;depending on the socio-economic status of their families;</li><li>To measure the influence and to identify the methods of children&rsquo;s impact on parents&rsquo; consumer decisions;</li><li>To assess the level of children&rsquo;s awareness about advertising, brands, stores and prices for different goods;</li><li>To conduct the analysis and interpretation of the data obtained during the study;</li><li>To give practical recommendations on optimization of the promotion strategy to marketing specialists.</li></ol><p style="margin-left:3.3pt;">The object of the current study is the process of children&rsquo;s consumer socialization. The subject of the research is the features of consumer socialization of children from families with different socio-economic status.</p><p style="margin-left:3.3pt;">In order to achieve the goal of the study and to solve the formulated tasks the following methods of research were used: questioning, mini-essay, qualitative content analysis and mathematical methods of data processing.</p><p style="margin-left:3.3pt;">Within the framework of this study the author gives an overview of the scientific papers on stages of cognitive and social development of the child. In a consequence these research works became the foundation for further study of consumer socialization process. Moreover the author has marked the latest trends in researches of the children&#39;s audience.</p><p style="margin-left:3.3pt;">The study of the theoretical and methodological framework has formed the following position of the author: in Russia there is a lack of scientific publications related to children&rsquo;s consumer behavior. Therefore now there is a wide field for exploring aspects of children&rsquo;s buying behavior with reference to the socio-economic status of the family.</p><p style="margin-left:3.3pt;">&nbsp;As a result of the conducted research the following conclusions were received. The children from rich families:</p><ol><li>&nbsp;have more experience at the disposal of their own money than children from less affluent families;</li><li>have a greater impact on parents when they make purchases;</li><li>have better understanding of the persuasive intention of the advertising;</li><li>have similar knowledge of stores, brands and prices for goods with children from less affluent families.</li></ol><p style="margin-left:3.3pt;">On the basis of the received results the general recommendations are made to marketing specialists about forming of communications with children&#39;s audience in view of the socio-economic status of the family.</p><p style="margin-left:3.3pt;">The current research work includes 66 pages, 8 tables, 3 figures, 42 references to the source, consists of an introduction, three chapters, 7 paragraphs, conclusion, bibliography and application.</p>