20.500.12556/DKUM-14696 VPLIV PREDŠOLSKIH OTROK NA NAKUPNO VEDENJE DRUŽINE INFLUENCE OF PRESCHOOL CHILDREN ON FAMILY PURCHASE BEHAVIOUR Danes imajo otroci velik vpliv na nakupe svojih staršev. Že okoli drugega leta starosti otroci ob nakupovanju s svojimi starši začnejo izražati svoje želje po različnih izdelkih. Moč njihovega vpliva na družinske nakupne odločitve je odvisna od mnogih dejavnikov, med drugim tudi od starosti otroka, spola, števila otrok v družini, njegovih izkušenj pri nakupovanju ter vrste izdelka. Družina, prijatelji, sovrstniki in mediji so viri potrošniške socializacije, ki otrokom pomagajo pri učenju nakupovalnih veščin. Otroci zelo hitro opazijo, kaj starši nakupujejo in kako se pri tem vedejo. Prek družine otroci spoznavajo izdelke in znamke, ki se uporabljajo doma. Prav tako so dovzetni za mnenja in ocene drugih otrok. Najmočnejši medij, ki vpliva na potrošniško socializacijo otrok je brez dvoma televizija. Preko televizije otroci spremljajo oglase, skozi katere se učijo vedenja povezanega s porabo. Ker otroci vedno ne prepoznajo pravega namena oglasov, so mnoge države uvedle kodekse, ki vsebujejo določila o tem, kakšni smejo biti oglasi, ki so namenjeni otrokom. V nekaterih državah pa je oglaševanje otrokom, mlajšim od 12 let prepovedano. Iz opravljene raziskave lahko vidimo, da predšolski otroci pogosto nakupujejo skupaj s svojimi starši. Najpogosteje izražajo željo po nakupu igrač, sladkarij, sokov ter otroških revij in knjig. Imajo tudi močan pasivni vpliv pri izbiri blagovne znamke. Starši najpogosteje privolijo v nakup hrane in pijače za otroke ter otroških revij in knjig. In this time, the children has large infuence on their parents purshase behaviour. Arround 2 years of age, children are starting to express their wishes for the various products, when they shop with their parents. The power of their influence depends on many factors, between all of age, gender, family size, their shopping experience and product. Family, friends, peers and media are the source of consumer socialization, who helps children to learn shopping related skills. Children thoroughly perceive their parents way of shopping and their behaviour at this process. Through family, children are becoming aware of domestic used products and brands. They are also very susceptible for opinions and judgements of other children. Television is without doubt the strongest media and one of the strongest source of consumer socialization so children are learning of purchase behaviour through advertisements, watching television. Children often don´t recognise true intentions of commercials, therefore many countries use codex, which contain regulations of children – attended addvertisements. In some countries the advertisements for children under twelve years of age is forbidden under penalty of law. As we can see from the recent study that i have made on this subject, preschool children often buy with their parents. Expressing their wishes most common in need for toys, sweeties, juices and children journals and books. They also have strong influence in choosing brands. In most cases, parents agree with their choice of food and beverages, then books and journals. predšolski otroci družina nakupno vedenje otroški trg potrošniška socializacija vrstniki televizija oglaševanje blagovna znamka raziskava analiza preschool children family purchase behaviour children market consumer socialization peers television advertisements brand name research analysis true true false [V. Hol] Slovenski jezik Angleški jezik Diplomsko delo 2010-06-29 19:37:17 2010-10-25 14:45:02 2022-04-12 22:14:49 2023-12-18 03:15:49 2010 0 Polzela 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10380572 URN:SI:UM:DK:1BUP6AMS VS_Hol_Vanja_2010.pdf VS_Hol_Vanja_2010.pdf 1 3AA5073422F6677B9C1AA7F9F494622B 3e945bbf2712ec80b434be9e79c791c73db961d9e1acb91ab2aa2e0ca43fbe5a 36c21cbf-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/42b30d18-9d34-4eda-b9a5-985b2e94b3c7 https://dk.um.si/Dokument.php?lang=slv&id=15773 Ekonomsko-poslovna fakulteta 0 0 0