Could Animated Movie Characters Drive Children’s Preferences in Choosing A Product?
- DOI
- 10.2991/assehr.k.201230.020How to use a DOI?
- Keywords
- Animated movie character, Purchase request, Children’s preference, Brand awareness
- Abstract
Television is one of modern culture media, which seen by almost people within ages. One of the segments who watch TV is children. Children watch animated movie and have favorable animated movie characters. They might choose something based on their favorable animated characters. This behavior is seen as the opportunity by marketers for years. Some researches explained the issue of child marketing. Thus, the companies use animated movie characters to encourage children’s purchase request. This study aims at understanding the children’s preference in choosing a product which using animated movie characters and how efficiently the animated movie characters in creating brand awareness in children’s mind. The research used a qualitative methodology. The in depth interviews and observations of the participants from 3 preschools are conducted in collecting the data. The result shows that animated movie characters can drive the children’s purchase request and are not an effective way to create brand awareness in children’s mind, since the children only remember the animated movie characters and product category not the brands. The research will contribute to better understanding of how and why children choose the specific products, besides to give the companies alternative way to build brand awareness to children.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Endah Widati PY - 2020 DA - 2020/12/31 TI - Could Animated Movie Characters Drive Children’s Preferences in Choosing A Product? BT - Proceedings of the 1st International Conference on Folklore, Language, Education and Exhibition (ICOFLEX 2019) PB - Atlantis Press SP - 102 EP - 106 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201230.020 DO - 10.2991/assehr.k.201230.020 ID - Widati2020 ER -