The product that is being features in the article is basically a cell phone categorized in electronics as a product. It can be categorized as a product from the electronic industry also. The buying procedure of this product is highly dependent on the target market of the product. According to the article the target market is the ‘tweens’ that are being classified as children in between the age of 6 to 12 (Siegel, Coffey and Livingston, 2004). Basically cell phones as a product cover a large audience with varying ages but this article specifically talks about the children having cell phones scenario.
The purchase decision process for the product specified in the article is a common and generic one. First of all the child becomes aware of the product that is the cell phone and what it can do according to their level of knowledge the second step is of ‘Interest’ which develops gradually for having a cell phone this can be due to several reasons as discussed in the case. The feeling of being a grown up is one of the most enticing one. The third step is of convincing their parents as the buying power is not with the children and they must convince their parents to buy them a cell phone.
The first two steps might take a few seconds but the third step has a variable time and the fourth step is the actual purchase of the product which is the cell phone. The most influential roles played during this buying process are by the peers of the child and the company that sells these cell phones targeted for the children. The peer pressure might force the child to eventually force his or her parents in to buying the cell phone and in the same way the companies might find ways of advertising their product which can trigger the interest of the child in the product.
Ans. 2 The article discusses about how children have started developing their interest in cell phones. The article also discusses that products specifically designed for these children are present in the market. The article is pointing towards companies that have found a new market to expand in to basically. Cell phone companies have basically find this a new market of children in which they are trying to expand by launching cell phones only specific to children of the age range of 6 to 12.
They are also marketing the product according to their target market, children having relatively immature minds are easy to attract to specific objects and things. As discussed in the article children are initially very excited before buying the cell phone and that excitement reaches to great heights as the time to purchase the cell phone comes closer and closer but once the cell phone is bought the interests seems to fade away slowly and slowly. This is a simple child’s nature as seen with toys, which is that the interest seems to fade away with old toys and is grasped by new toys (Dr. Leman, 2005).
According to this nature the buying behavior of children is emotional and it is quite simple looking at their age the decision can’t be rational anyways. Similarly the parents who let their children buy the cell phones might have different attitudes towards the purchase as discussed in the article some parents were relaxed by the presence of a tracking device in their child’s cell phones while others just got carried away by the emotional appeal and love that they have for their kids and want to give them what they want.
Hence parents have a varying buying behavior while buying this product for their child. Ans. 3 As mentioned in the first and second answer the most influencing factors internal or external that might play a major role in influencing the mind of the consumer are these: • Peer Pressure • Advertisement • Status Symbol • Pricing for parents • Safety for parents Peer pressure is one of the most influencing factors that might lead a child in to forcing his or her parents to buy a cell phone for him or her. As was mentioned in the article that Mrs.
O’Conner’s daughter Hannah became the reason for her best friend’s mom to get her day ruined just because she knew now her daughter would be pushing for a cell phone as well. In the same way companies advertising these cell phones specially designed for children on channels for kids might grasp the child’s attention and make him or her force the parents in to getting one for them. As was discussed in the article the children feel as grown ups when they own their own personal cell phones in the same way they also find it ‘cool’ when a child in the group owns a cell phone (Kvols, Riedler and Parenting Press, 1997).
Pricing becomes a factor for parents who actually have to buy the product though it doesn’t have a major effect on the buying trend, but safety does as mentioned in the article by Mrs. Cindy O’Neil Vitale who is concerned about the safety of their children after the 9/11 incident and also Mr. Scott Peirce who is concerned about child sweepers and other criminals. Ans. 4 The most recent developments regarding the issue discussed in the article are some what close to what the article discusses.
There hasn’t been much research or developments on this issue and it is still in hot debate but some parents have raised points of this being as an ethical issue and have alleged companies that they are playing with the innocent minds of children who then force their parents to buy these cell phones (Horst and Miller, 2006). The parents complain that they can’t refuse their children due to emotional attachment that comes naturally in a parent child relationship and the cell phone companies are using this as an advantage to cell their products.
The children have innocent minds which are easily attracted to new and attractive objects which are colorful and have sounds. Once the children are attracted towards these objects it is difficult for their parents not to buy the object for the child due to emotional reasons. Whether this issue can be viewed on the lines of ethics or not is still a dilemma to be solved but where some parents do not have any problems with their children keeping cell phone some parents have a lot of problem in getting their children cell phones due to several reasons which might include family culture or financial problems.
Bibliography Siegel D. , Coffey T. , Livingston G. (2004) The Great Tween Buying Machine: Capturing Your Share of the Multi-Billion-Dollar Tween Market, Kaplan Business Dr. Leman K. (2005) Making Children Mind without Losing Yours, 2 edition Revell; Kvols K. J. , Riedler B. , Parenting Press (1997) Redirecting Children’s Behavior, 3 edition Parenting Press; Horst H. , Miller D. (2006) The Cell Phone: An Anthropology of Communication, Berg Publishers