Neural network approach to understanding the children’s market

Abstract

Purpose – This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology. Design/methodology/approach – The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs). Findings – Several interesting insights emerge in respect of children’s consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of children’s brand loyalty emerge as important factors. Research limitations/implications – This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the children’s market. Practical implications – A children’s market-driving strategy really should be related with the “grass roots” needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those children’s rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future. Originality/value – The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the children’s market.