'n Huishoudkundige perspektief op die verbruikersgedrag van blanke ses- tot twaalfjarige Afrikaanse kinders in Potchefstroom

Abstract

The aim of this research was to investigate consumer behaviour and factors which influence consumer socialisation of children in order to formulate recommendations concerning consumer education and to investigate the role and task of Home Economists in this regard. According to the literature, marketing activities have in recent years increasingly been focused on the youth market. Children are fully fledged consumers and they have an income in the form of pocket money, gifts and earnings which they spend in a discretionary manner. Furthermore, the consumer behaviour of adults is learnt partly during childhood. Responsible consumer behaviour should therefore be introduced as early as possible. Children become consumers through the process of consumer socialisation, which is influenced by demographic variables such as the age of children, occupation, income and education level of parents, as well as socialisation agents such as the family, mass media, school and peer group. A study was made of the consumer behaviour of children according to theirincome and spending habits. The influence of demographic variables and consumer socialisation agents undesirable consumer behaviour consumer education were made. was also determined. Furthermore, was identified and recommendations for In the empirical study two structured questionnaires with corresponding questions were used. These questionnaires were completed by 120 mothers and their six to twelve year old children (chosen via a stratifi~d random sample of all the white Afrikaans primary school children in Potchefstroom). The most important conclusions were the following: • Children are fully fledged consumers. Their source of income is money, earnings and gifts. They spend their money mainly on toys and snacks. The total spending is discretionary. They i pocket savings, reveal reasonably responsible consumer behaviour, except for the fact that they do not record their expenditure . • Demographic factors such as the age of the child, the education level and occupation of parents and the income of the family have a practically significant influence on consumer behaviour. • Socialisation agents play an important role. Parents influence one another regarding buying practices. knowledge about advertisements but do not understand strategies employed. and children Children have the marketing The most important recommendations arising from this research are that consumer education should already take place at a young age and that socialisation agents such as parents, mass media, schools and the Home Economist may play an important role in this regard.