The exploration of interaction between automobile companies and children as future consumers

Children born with the millennium age were born as digital natives. It is inevitable to see that generation Z have been learning much faster and have quite different perspectives and expectations compared to previous generations. In this study, it is aimed to discover children's touch points and expectations with car companies as they are future car buyers. In this way, the points of contact between the automobile firms and the children who are in the pre-purchase stage were examined with the help of expert opinions; moreover, it is deduced how these interactions and positive touch points should be developed. Children's interactions with automobile firms are reinforced with integrated marketing communication tools by trying to understand the complex worlds of children through qualitative research and the importance of addressing their worlds in the future has been the subject of this study.