Cognitive development structure and brand choice behaviour of children

Abstract

This study explores the relationship between cognitive development of children and its effect on their brand choice behavior in the Indian context. The study also looks into the influence of demographic and media variables on brand choice behavior. Piaget's theory of cognitive development which states that with increase in age, children are able to do more complex mental tasks forms the conceptual framework basis of this study. This theory states that children progress from one cognitive development stage to another in 5 hierarchical fashions. The 4 stages are (l) the Sensor meter stage (2) Pre-operational (3) Concrete operational and (4) Formal operational. These stages vary from ages 0 to 15 years. The central question in this study is whether children can form brand preferences and discriminate between different brands. Data was collected from 132 child-parent pairs by means of personal interviews and a questionnaire. The children belonged to classes from Jr.KG to the 5th. This study would generate insights into behavior of Indian children as consumers.