การรับรู้บุคลิกภาพตราสินค้าประเภทนมของผู้บริโภคเด็กปฐมวัยและเด็กก่อนวัยรุ่น

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รัตน์ เหมือนศรีชัย
สุทธิลักษณ์ หวังสันติธรรม

Abstract

The  research objectives (1)  to  study  the  use  of  brand personality in Advertisement of  Milk  products’ companies. (2)  how  Kindergartens and  (3)  Pre-teenagers perceive  the  brand  personality. (4)  to  find  out the   differences  between  Kindergartens  and  Pre-teenagers perception. The  researcher selected Foremost and  Dutch  Mill  which  both  own a big market share. By  interviewing these companies brought out a clearer picture of  their brand personality and how  they  see  their competitors by collecting information with  Projective Technique through children drawings their behavior and the  consumption habit of  the  children and their family. The  research indicates that  Television  Commercial Advertising  is mostly  used as the way to communicate to their target group which is the parents or the person who has the decision to buy in the family. Therefore the  brand personality is  conducted by  either the  personality of  parents or the personality of the children. There are 4 types of brand personalities that children expressed from viewing the commercials:  1. Sincerity 2. Excitement 3.  Ruggedness  4.  Competence.  “Sophistication” is the  personality that never  been  formed  in  this  research.   In  addition,  children  also  viewed brand personality in  term of  age and sex  paralleled to  their own  age and sex.  The  relationship of  children and  brand are positive  in  this  finding.

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