Essay About Third Person Technique Moderator And Brand Names

Children as Consumers
Discussion Guide : Children as consumersHi !! We are from a management college – IIML. I know all of you must be wondering what are we doing here? Some of you might be thinking we are here to teach you some thing or we are going to take some test or some thing .. some may even be puzzled as to what is all this …right? an all of you tell me what were you expecting that all of us going to do here today ?  Well, let me tell you;  We are here to make some new friends .. we want to be friends with you and many more other kids in your school. But as you know in order to make friends, it is important to know about each other .. In fact we are here to learn from you !!! Today you have to be the teacher and we are the students . Okay !! ☺  Today you have to teach us how to be ‘children’  .. like how and what and where and when whatever happens But as all of you would agree teaching in the old fashioned way is very boring so, we will have a different way of teaching…  you will teach us about the children’s world through games, drawings, gappe, masti etc . So, Today we are going to talk about some things, play some games and have lots of fun… so are all of you ready? Before we start, want to tell you some important things … Remember, we all are here only to have fun and so you don’t need to worry too much or think too much … We are not getting marks or any medals.. so relax and just draw/speak whatever comes to your mind. Whatever we will talk about in here stays only amongst us !! It is completely confidential, and we will not share your names, or anything you say with anyone.. neither teachers, nor parents and not even your classmates .We are using this camera and recorder so that we don’t miss out any of the things that you will teach us today. We are not going to broadcast it anywhere or show it to anyone. We are simply recording so that instead of having to write down everything and make notes, we can relax and have complete fun with all of youEvery person is different and has different opinions and choices.. some one likes red someone likes green and some like pink or blue color.. but that does not mean that one is wrong or right .. ALL of them are RIGHT!! So if you have a different opinion from what others are saying, you can say what you think or feel, because in this game everyone is right and no one is wrong You simply have to say what you feel / think / believe … and not worry if it is right or wrong or what will we or others think.. just relax, be yourself and have fun with us Also, Most important we have come here to meet you, talk to you, learn from you and we will be here with you only for one hour; so please talk to us during this time .. you can talk to your friends later also.Ice breakingNow, let’s start by knowing a little about each of you Each one of you will tell your name and tell me about a certain cartoon character / TV character that you think you are like and what makes you similar to that character!! For e.g. I am Shweta and I am like chota bheem because I like laddoos very much!! ☺Research ObjectiveTechnique usedDiscussion PointsExpected OutcomesProfiling the child consumer Third person technique Moderator to show picture of a kid… This is Raunaq… he is also a kid like us . What do you think his daily routine be like .. from morning to night Where would he be spending his day? which places would he be visiting , whom would he be with Who all would he be close to/ be friends with? Who all would he not like to be with?What all things he would enjoy doing? What all things would irritate him the most What kind of discussion/ talks  would you have with him? Consumer sketch Determine the level of consumerism in the children House mapping Moderator to show a chart with the model of a house ..Now let’s assume that this is Raunaq’s house. We all have to get stuff for his house so that he can live in this house.. Each one of you can come to the board / chart and draw/ put in one thing that you think he should have in the house Moderator to note down for categories OR brand names mentioned Which of these has he bought himself/ played a role in buying ?Which of these does he use independently and which things he uses along with other family members Key product categories and brands that the children interact with regularlyUnderstanding the shopping /spending  patterns of the child consumerStory tellingOR pictorial associations Moderator to ask children to create a story around the line below : One day Raunaq went out to buy something…OR Moderator to hand out the pictorial charts to each student … This is Raunaq, he is at a shop and this is his shopping cart.. complete the picture … Would he go to shop by himself? or with some one ? What issues would he face if he went alone? and what would happen if he went with someone How would he buy these things? Would he have the money to buy the things?  Where did he get the money from?Does he have his own money.. Where does he get it? What does he find enjoyable and what does he feel is irritating about shopping?What all would he have in the shopping cart? What conversations would he have while shopping? with whom What would he be thinking?How would he decide what to buy, which one to pick up? Independent and shared shopping/ spending  patterns To understand the influence of kid in buying at marketplace (own and household purchases)Mapping the Consumer behavior  model  for various categories Moderator to explore the consumer behavior model for each of the categories identifiedSelect one of the categories and ask for each of the following sequentially : Why do you think he has come to shop for __________? What makes him want to get it at this moment? Where did he get to know about it? What will he do if he wants more information on it? What kind of information might he want?In place of this, what all could he have considered? In what way is this product /brand similar to the earlier one? Decision making: Once at the store, what all will he consider before buying this product/ brand? How does he know about these? After buying it, what does he do? When does he consume it? How does he feel after using / consuming it? MODERATOR TO REPEAT FOR ALL THE MAJOR CATEGORIES Socialization agents and their impact across various steps in consumer decision making To understand how kids use brands in their everyday livesBest / worst technique Now for each of the categories, tell me what all brands / options that may be available for Raunaq?Where would he have gotten to know about these options?  How is he going to decide on one?Moderator to note the brands mentioned on cue cards and probe :If I was to sort these brands/ options that you mentioned in four broad groups as below, which would you place where? ABest brandBSomewhat similar to Worst brandCSomewhat similar to Best DWorst brandPick up group A: What makes these as the BEST brands/ options? What would we do if we bought these brands?Pick up group D: What makes these as the WORST brands/ options? What would we do if we bought these brands?What about B & C ? What would we do if we bought these brands?Do we tell others / friends etc about our experience with brands / products ? Anything else you want to tell me about yourself / Raunaq or about the things that you use ? Brand perceptions and interactions