Major influences on children's choices as consumers

Abstract

The main objective of this empirical study is to investigate the effect of consumerism on primary school children. The researcher's hypothesis was that through a number of factors such as the media, the family and peers, children are influenced in choosing their own lifestyle. The focus is on television advertising, as one of the most influential factors which dominate children's choices, in relation to stationery and toys. A television survey was conducted over the peak months of September and November/December 2008. Programmes on local and foreign television stations were recorded and an analysis of the advertisements features in this study. Prior to this, a survey was conducted during Summer School sessions 2008, so as to identify the peak hours and favourite television channels amongst year 3 and year 6 children. Home and peer influences were also taken into consideration. Thus this research study involves direct interaction with the participants through structured interviews with children from four different schools in the North, Centre and South of the Maltese Islands. Open ended questionnaires were also distributed to parents of children attending the same schools. Based on the various outcomes of this research, consumerism is undoubtedly significant in children's lives. The goods advertised on television, were those most chosen by children. It is recommended that parents and teachers work together in order to guide the children in making wise choices as consumers.