Kindermarketing jako skuteczna koncepcja marketingu budowania lojalności klienta
Kindermarketing - An Effective Concept of Customer Loyalty Building Marketing
Author(s): Katarzyna Kolasińska-Morawska, Oliwia ChycSubject(s): Business Economy / Management, Marketing / Advertising
Published by: Społeczna Akademia Nauk
Keywords: Client; kindermarketing; persuasion; loyalty;
Summary/Abstract: Nowadays, the growing pressure of competition means that the future of enterprises depends more than ever on the strength of their relationship with customers. The connection mechanism built on the favor and commitment of loyal customers is particularly important. Especially the youngest ones who play an important role in transaction processes. Currently, children more and more often determine the choice of the form of purchase, sales outlet and specific goods and services. Enterprises implementing development strategies undertake various activities aimed at attracting this young client. They use such a strategic and tool composition that will not only distinguish themselves on the market, but above all create a symbiotic relationship with the recipients of their offer. The research aim is to present kindermarketing as an effective concept of persuasion contributing to loyalty behavior. The subject of the research were young clients-consumers, i.e. children aged 6-11. The method of diagnostic survey was used to obtain the research material. This material allowed to indicate the implications between the use of unconventional communication and executive concepts and the possibilities of managing relationships with young clients.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 21/2020
- Issue No: 3
- Page Range: 165-182
- Page Count: 18
- Language: Polish