Differences in kid and parent motivations for brand preference
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The document examines the differences between how kids (junior citizens or JCs) and parents approach brand preferences. For JCs, brands that are popular with their friends and seen as cool or rebellious are preferred. Moms prefer brands that are healthy, safe, educational, and good value. There is often conflict between what JCs want and what moms restrict, but sometimes convergence occurs over shared interests in health, lifestyle trends, or parents becoming more like friends to their kids. JCs can be persuasive in getting their preferred brands by finding ways around parental resistance, and parents may surrender to the child's preferences.
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Differences in kid and parent motivations for brand preference
- 1. Chalk & Cheese Examining the differences between kid & parent motivations in arriving at brand preference
- 4. Rather different motivations & drivers of brand preference for moms & Junior Citizens! What is at stake & who wins ?
- 6. Who wins ? Sometime parents Often both Very often Junior Citizens Junior Citizens Power at work !
- 7. Dimensions of Junior Citizen Power in action ! 3 Cs of marketing to children the JC may not win some times, but s/he never loses ! Conflict Convergence Compromise ( Surrender) Neither Mom, nor JC would lose easily Both win Parents give in & the JC wins
- 8. Conflict is an every day occurrence Begins early in the day, everyday Mom wants JC’s to drink milk Junior Citizens milk CONFLICT Challenge for Mom !
- 9. Conflict is a frequent occurrence JC’s love chocolates & candies & junk food Mom restricts consumption of goodies (chocolates & all the fun stuff) CONFLICT Challenge for Junior Citizens!
- 10. Junior Citizens grow up early these days Dreams begin early & stay long Parents want to relive their childhood in their children Parents becoming more like friends CONVE RGENCE Both believe “dreams come true !” Sports & Cinema celebrities still most admired role models Real dreams !
- 11. CONVE RGENCE Time pressures alike for moms & Junior Citizens Doing more a way of life Pressure to be super mom - blending traditional with modern Instancy not bad and not a kiddy outlook anymore Good side of bad !
- 12. CONVE RGENCE Life style & value trend changes recognized & adopted by parents & JC’s alike Health consciousness the latest big trend ! Health as an enabler to do more Health a route to looking good Do not want to miss out on good & fun part of life New beliefs - generational equalizers & unifiers!
- 13. SURRENDER Urban lifestyles & media influence makes JC’s learn individualism & self centeredness early these days Parents viewed as means to good life Junior Citizens can be very creative & inventive in finding ways of getting around parental resistance Coercion v/s influence
- 14. Indulgence not a bad thing any longer , either for parents or Junior Citizens Hierarchy & authority in parent child relationships dissolving so are dimensions of what is kiddy & adult attitude & behavior Letting the child in you role, spontaneity & being yourself SURRENDER Can’t fight them - lets join them !
- 16. Summary
- 17. Conflict & its sources Mom wants Junior Citizens eat healthy JC’s find healthy boring ! Mom tries to tell Junior Citizens what is good for them Good for Junior Citizens must be kiddy, JC’s do not want to do kiddy things ! Junior Citizens love to have a sense of empowerment Junior Citizens learn the power of negotiation early