Children as actors of tomorrow’s hypermarket experience

Abstract

Purpose The purpose of this paper is to see how children aged 7–11 years can become the actors of tomorrow’s hypermarket experience by providing a review of past research on children as retail consumers, with a specific reference to their customer experience. Design/methodology/approach The literature review will be organised by presenting a “child hypermarket customer experience” model. Finally, a conceptual and methodological critique of past research will be presented followed by the revised model and conclusions. Findings The literature review finds six independent variables presented in the model: customer satisfaction, in-store conflicts, buying intention, purchase basket value, loyalty and average time spent in store measure a positive hypermarket shopping experience for children. There are then six types of mediators presented in the updated model: type of product, product offering, pocket money amount, environment, technology (games, tablets) and experiential marketing that mediate the impact of these independent variables on children as the actors of tomorrow’s hypermarket experience. Research limitations/implications This paper is conceptual in nature. Future research should empirically validate the conceptual model developed in the paper for children 7–11 years of age. Practical implications The conceptual discussion shows that hypermarket managers can use technology such as games and tablets not only to reduce the conflicts between parents and children in hypermarkets but also positively impact on the average time spent in the store. Further, the discussion shows that hypermarket managers can offer children the experience they expect with the use of specific experiential stimuli adapted to children in “children’s aisles” such as toys, children’s clothing, children’s hi-tech and children’s books. They can also theme the experience for children using memorabilia and the engagement of senses. Managerial research should empirically validate this for children 7–11 years of age. Originality/value This is the first study that conceptually creates a model of children as the actors of tomorrow’s hypermarket experience. This is something that empirically researched will enhance the understanding of young consumers’ behaviour in the retail process in this advanced age of retailing.

Children in marketing: A review, synthesis and research agenda

“…That's why the review studies that synthesize the current body of knowledge and suggest future study areas to fill the gaps in the literature are of great value. Though, out of the 423 articles analysed throughout this study, only eight papers are review studies (De Jans et al, 2017; De Paula Albuquerque et al, 2020; De‐Juan‐Vigaray & Hota, 2019; Gelman & Echelbarger, 2019; Mikeska et al, 2017; Moore, 2018; Moschis, 1985; Pechmann et al, 2005). The current study is designed to fill in this gap and contribute to the marketing literature on children with its extensive coverage of articles and detailed analysis of the current state of knowledge on this subject.…”

Slow Fashion for Children:

“…However, there is little knowledge in marketing literature regarding parents' perceptions of slow fashion for children (Darian, 1998;Gam et al, 2010). In addition, studies show that children have a huge power and influence on parents and their household consumption behaviour, which could be used in a better and more sustainable way (Ebster et al 2009;Basu & Sondhi, 2014;De-Juan-Vigaray and Hota, 2019).…”

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

“…Today, children function as consumer decision-makers at ever younger ages, such that they are meaningful actors, whether in hypermarkets (De-Juan-Vigaray and Hota, 2019) or online environments (Thaichon, 2017). They leverage "pester power" (Page et al, 2019) to influence parents in stores (Ebster et al, 2009), because at the point of sale, these young consumers discover, see, recognise and touch products and their packaging.…”