Trademarks and the consumer socialization of children and teenagers: the colombian case

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Oscar Javier Robayo Pinzón
Politécnico Grancolombiano
Colombia
Vol. 02 No. 08 (2012), Articles (open section), pages 21-51
DOI: https://doi.org/10.17979/redma.2012.02.08.4760
Submitted: Nov 28, 2018 Accepted: Nov 28, 2018
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Abstract

The study of children as consumers has been of great interest to researchers over several decades. This article first presents a review of major trends and issues in research on child and adolescent audiences while proposing an alternative methodology that includes textual data analysis as a way of approaching linguistic typologies that characterize different age groups. Was also carried out a survey of a sample of 1050 participants. The results indicate that brands related to categories of technology and the Internet have a high level of awareness and their presence helps to mediate the processes of socialization especially with their peers (friends) in the case of adolescents (ages 13 and 17 years ). For children aged 9 and 12 years, the relationship with their parents remains strong and narrow, particularly in consumer-related activities such as shopping in supermarkets and watch TV shows like soap operas and news.

Keywords:

kids, consumer socialization, textual data analysis

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