L'enfant et le processus de consommation: l'utilisation des attributs «marque, prix et prime» dans l'acte d'achat

Abstract

L'objet de cet article est double: — Montrer que même si leurs actes sont encore fortement imprégnés de relents affectifs, les enfants sont aptes, dès l'âge de 7 ans, à choisir un produit sur une base multi-attributs, et ce de façon tout à fait cohérente. — Dégager à partir des trois attributs «marque, prix et prime (quantité ou cadeau offert)», le système de valeurs autour duquel s'articule le choix des enfants de 7 à 12 ans (filles et garçons) lors de diverses situations d'achat plus ou moins contraignantes pour eux, et portant sur des produits à plus ou moins forte valeur affective. Nous avons pour cela utilisé les mesures conjointes en procédant à une collecte des données en pair-wise; cette méthode, malgré les aptitudes cognitives requises, s'est avérée un franc succès et confirme le fait, s'il en était besoin, qu'il est tout à fait possible, en prenant un minimum de précautions expérimentales, d'explorer le domaine des attitudes et des comportements des enfants, au même titre que celui des consommateurs adultes.

Toward a deeper understanding of the choice process in child consumers through the concept of the evoked set

“…Thus, in a situation of doubt, it seems that the prominence of the brand enables children to deal with uncertainty ('If mom asks me to get a specific thing and that there aren't any, well, I'd buy a well-known brand, which I've heard a lot about, so I don't get told off'). As in the findings of Brée (1987), unknown brands seem always to be avoided by children.…”

The role of price in the socialisation of children as consumers

“…In some studies (e.g. Brée, 1987b; Muratore, 1999), price is considered as one of the explanatory factors of children’s behaviour, while in others (e.g. Guichard, 1995; McNeal, 1992), although it is present, price is only presented as a peripheral factor.…”

“…McNeal, 1992; Ward et al, 1977), whereas a larger number of studies argue that price is given a place of real importance (e.g. Brée, 1987b; Damay and Guichard, 2007; Donohue, 1975; Guichard, 1995). Two criteria seem to emerge in explaining the place attributed to price by children: the origin of the money used and the intended user of the product purchased.…”

“…When children buy a product for themselves using their pocket money (compared to receiving a gift), they look for the lowest possible price (Brée, 1987b; Guichard, 1995). If the money used for the purchase belongs to their parents, children appear to place only minor importance on price when making their choice (Damay, 2008a) – but perhaps they are following their parents’ indications.…”

“…If the money used for the purchase belongs to their parents, children appear to place only minor importance on price when making their choice (Damay, 2008a) – but perhaps they are following their parents’ indications. Nonetheless, when they do show an interest in price, they tend to opt for the least costly product (Brée, 1987b; Damay and Guichard, 2008), most likely so as not to exceed the allocated budget. The attention children pay to price therefore appears to vary in accordance with circumstantial factors, which once again raises questions about the ephemeral or circumstantial nature of their sensitivity to price (Damay and Guichard, 2007).…”