Mecanismos de influencia en el consumidor infantil de Villavicencio

Laura Catalina Gallego Esquivel; Yehimi Carolina Higuera; María Cristina Otero Gómez; Wilson Giraldo Pérez

doi:10.19053/01211048.3343

Vol. 14 No. 2 (2014)
Inquietud Empresarial 14(2) Julio-Diciembre 2014

BUSINESS ADMINISTRATION EDUCATION

Mecanismos de influencia en el consumidor infantil de Villavicencio

https://doi.org/10.19053/01211048.3343

Published 2015-03-14

Laura Catalina Gallego Esquivel
Yehimi Carolina Higuera
María Cristina Otero Gómez
Wilson Giraldo Pérez

Laura Catalina Gallego Esquivel
Universidad Pedagógica y Tecnológica de Colombia

Yehimi Carolina Higuera

María Cristina Otero Gómez

Wilson Giraldo Pérez

How to Cite

Gallego Esquivel, L. C., Higuera, Y. C., Otero Gómez, M. C., & Pérez, W. G. (2015). Mecanismos de influencia en el consumidor infantil de Villavicencio. Inquietud Empresarial, 14(2), 117–130. https://doi.org/10.19053/01211048.3343

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Abstract

El presente artículo expone parte de los resultados de la investigación titulada“El consumo infantil del nivel socioeconómico medio de Villavicencio (Colombia)”. El objetivo consistió en identificar los mecanismos de influencia en la formación de preferencias de consumo de los niños entre 5 y 9 años de edad. Los hallazgos permitieron demostrar la existencia de varios agentes que inducen en la realización
del intercambio comercial como son: la familia y los adultos, los semejantes, la publicidad y la compra icónica. Adicionalmente se analiza el grado de influencia que representa la tecnología en este grupo etario. Dichos agentes han contribuido en la redefinición de los perfiles de este segmento, caracterizados por estar cada vez más informados y con autonomía para tomar decisiones a la hora de adquirir productos o de influir en las compras de quienes conforman su núcleo familiar

ABSTRACT
This paper presents part of the results of the research entitled “The children’s consumption of middle socioeconomic level Villavicencio (Colombia)”. The aim was to identify the mechanisms of influence on consumer preference formation of children between 5 and 9 years old. The findings allow to establish the existence of various inducing agents in the conduct of trade as are the family and adults,
alike, iconic advertising and shopping. Additionally, the degree of influence that represents technology in this age group is analyzed. Such agents have contributed to the redefinition of the profiles in this segment, characterized by being increasingly informed and autonomy to make decisions when purchasing products or to influence the purchases of those who make your househol

KEYWORDS
Consumption, children, influence, advertising, marketing