The Influence of Design Elements in Choosing Products on the Sweets Market for Children

Abstract

The article aims to create a clear picture of the use of design and aesthetic elements by the big producers on the sweets market for children and parents’ perception of how the design and aesthetics of sweets influences children. In this respect, a qualitative marketing research study has been carried out, and the method that was chosen was the in-depth interview. An interview guide was used as a tool. The sample included a number of 26 parents. The paper analyses which design elements have a stronger impact on purchasing decisions. The results show that the design of sweets is important and attracts attention to a product before it is tasted. It has been found that the design of a product is an important element according to which people (children and adults) make the purchasing decision. Given that are very few studies on the subject, the author believes that this paper may help sweets manufacturers better adapt their marketing strategies to children and parents’ psychology, but can also help consumer authorities develop regulations to protect them from the pressure from manufacturers.