Neural network approach to understanding the children’s market

Abstract

Purpose – This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology. Design/methodology/approach – The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs). Findings – Several interesting insights emerge in respect of children’s consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of children’s brand loyalty emerge as important factors. Research limitations/implications – This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the children’s market. Practical implications – A children’s market-driving strategy really should be related with the “grass roots” needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those children’s rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future. Originality/value – The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the children’s market.

A memory theory perspective of consumer ethnocentrism and animosity

“…The second objective is to investigate the psychological underpinnings of the stability of consumer ethnocentrism and animosity, an area that past research has scarcely attempted. In particular, the memory theory has often been used to explain why consumers behave the way they do (Bettman, 1979; Haryanto et al , 2015; Zauberman et al , 2009). In 1972, Tulving proposed a taxonomy to distinguish two types of memory, episodic versus semantic.…”

Children in marketing: A review, synthesis and research agenda

“…Moreover, the phonetic symbolism in brands from the children's point of view was investigated in a limited number of studies (Baxter et al, 2015, 2017; Baxter & Lowrey, 2014). Besides, Haryanto et al (2015, 2016) questioned brand loyalty in children.…”

Better Understanding the 4thmarket of Children as Consumers

“…An article titled "A Neural Network Approach to Understanding the Children's Market" by Haryanto et al (2015), clarified that there are hidden neurons which explain that brand loyalty in children is influenced by several main factors, including brand personality, brand trust, brand salience, brand relationship, buying habitation, and autobiographical memory. These six factors are antecedents of brand loyalty in children.…”

“…Some studiesrevealed that the market total for children reaches 80 billionUSD annually for 2019. According to Haryanto et al (2015), the children's market consists of three simultaneous markets, which are: First, the primary market, where children spend their money to purchase the products they like. Children's spending is reflected from the data on the pocket money that is given to them by their parents.…”