Motives and consumer needs of children

Abstract

Children are not "reduced versions" of adults but individuals who appear as consumers forming a special market which is worth the attention. On such a market they perform with their own needs which are unlimited and always present. Almost same motives and needs form the basic of child psychology but the ways they act in the buying process differ among them. In this paper, the psychological development of children has been explained with the theory of cognitive development, while their motives and needs were presented using Maslow's theory associated with the results of the survey conducted by McNeal.

Keywords

• children consumers
• consumer psychology of children
• motives
• needs