Methodological aspects of observing children as consumers: Research on students in Tuzla canton

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.