Metodološki aspekti posmatranja dece kao potrošača: istraživanje učenika u Tuzlanskom kantonu
Methodological Aspects of Observing Children as Consumers: Research on Students in Tuzla Canton
Apstrakt
Cilj istraživanja predstavlja utvrđivanje metodoloških i praktičnih problema u istraživanju navika u kupovini i marketinških aspekata dečijeg ponašanja. Istražen je odnos dece kao potrošača prema porodici, društvu i okolini. U radu se nastojalo objasniti način na koji deca kao potrošači percipiraju i razumeju namenu oglašavanja, a koje je povezano sa ponašanjem dece u kupovini. Ispitan je uticaj integrisanih marketinških komunikacija na navike u kupovini dece kao potrošača. Za testiranje postavljenih hipoteza korišćeni su primarni podaci. U okviru empirijskog istraživanja prikupljeni su podaci primjenom metode ispitivanja, na temelju višestepenog slučajnog uzorka. Podaci su prikupljeni uz prisutnost nastavnika i prethodnu saglasnost jednog od roditelja. Identifikovanjem i objašnjenjem ključnih determinanti ponašanja dece kao potrošača, uočilo se da deca žele sami učestvovati u izboru onoga što im se nudi. Medijsko oglašavanje ne može se više obraćati njihovim roditeljima, jer se situacija promenila zbog toga što su deca najčešće ta koja utiču na konačnu kupovinu. Tuzlanski kanton, kao geografsko područje provedenog istraživanja, predstavlja ograničenje ispitivanja, te bi se kao preporuka za dalja istraživanja posmatranja dece kao potrošača trebalo fokusirati na područje cele Bosne i Hercegovine.
Abstract
The aim of the research is to determine methodological and practical problems in researching shopping habits and marketing aspects of children‘s behavior. The relationship of children as consumers towards family, society and the environment was investigated. The paper tried to explain the way in which children as consumers perceive and understand the purpose of advertising, which is related to children‘s shopping behavior. The impact of integrated marketing communications on the buying habits of children as consumers was examined. Primary data were used to test the set hypotheses. As part of the empirical research, data were collected using the test method, based on a multi-stage random sample. The data were collected with the presence of the teacher and the prior consent of one of the parents. By identifying and explaining the key determinants of children‘s behavior as consumers, it was observed that children want to participate themselves in the choice of what is offered to them. Media advertising can no longer address their parents, because the situation has changed due to the fact that children are usually the ones who influence the final purchase. Tuzla Canton, as the geographical area of the conducted research, represents a limitation of the research, and as a recommendation for further research into the observation of children as consumers, it should be focused on the entire area of Bosnia and Herzegovina.
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