Marketing Strategies to Egyptian Children. Customers for Ever

      Аннотация: The main purpose of the present research was to investigate Multi-Parties effects upon the purchase behaviour of children. The outcome of such an investigation was discussed and interpreted with reference to the previous research. Specifically, four objectives were developed and three main hypotheses (eleven sub-hypotheses) were tested in the Egyptian children’s market for shoes. Three hundred and sixty eight Egyptian children participated in the fieldwork where the primary data was collected via a personal survey. The literature review focused on the purchase behaviour of children and consumer socialisation. According to the literature review, this research developed a comprehensive conceptual model for all variables of Multi-Parties effects upon the purchase behaviour of children. The research findings indicated that the three main null (H0) hypotheses have been rejected, while the three main alternative (H1) hypotheses have been supported. One of the primary contributions of this study is its integration of research on socialisation agents (Multi-Parties) and the purchase decision-making process of younger children.

Ключевые слова: Socialization, Socialization, Communications, word-of-mouth, Purchasing, Egypt, IMC, Marketing to kids, Advertising to Kids, Egyptian Children, Marketing to Children, Social Agent, Children Consumer Behaviour, Customers for ever, Children purchase behaviour, Consumer Decision-Making