An investigation on child consumers' brand perceptions in the context of chosen product category

As a result of competition which is being felt intensively and in order to survive and further gain competitive advantage, businesses are obliged to differentiate their products or services from those of their competitors. Brands which provide this difference and add value to products are held up as one of the most valuable assets of businesses today. Consumers see brand as an important part of product. So, marketers must create, maintain, protect and increase the value of product or service brands. Businesses that strive for successful brands should have information related to consumer behaviour, factors which effect this behaviour and buying decision process, update these information and make the necessary analysis about the subject. Perception concept which takes part among the psychological factors effecting the consumer behaviour is very important in the context of brands. For, how brands are being perceived is more important than their superior qualifications. So, businesses make an intensive effort to form positive perceptions towards their brands. Some brands are created targeting only the children, and they are the user or the buyer in this market. In the second market kind that children form, they affect their families? decisions related with brands that they will buy for the use of the whole family. Besides, child consumers will bring about the adult markets of future. If these three kinds of markets which are formed by child consumers are considered, it is understood that they have bigger market potential than any other demographic group. So, it is significant to examine brand perceptions of child consumers. In this research; first, brand, consumer behaviour, and perception concepts are evaluated theoretically. And then, a survey is conducted to measure child consumers? brand perceptions in the context of chosen product category.