Children's participation in consumer decisions concerning products of their own usage
Udział dzieci w decyzjach konsumenckich dotyczącyh produktów przeznaczonych do ich użytku

Summary/Abstract: The aim of the study was to define how much children aged 3–6 participate in consecutive phases of consumer decision making process. The work also includes an attempt to define the role of gender and age of a child as factors differentiating children’s participation in the process concerning products addressed to them. The results show that participation of small children is rather scarce. Children of that age often come up with an idea of purchasing a toy or sweets, though they rarely take the role of an expert or decision maker, independently of the type of product. The capacity of their participation depends mainly on their gender.

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