Edad en la que los niños y niñas empiezan a recordar las marcas “Estudio aplicado en la ciudad de Cuenca”

Abstract

The study on brand recall and age has been a topic little analyzed, especially in early age individuals. This audience is important in marketing due to their influence on the purchase decision; so, knowing the stage of life in which they begin to remember the brands is a support for brands that direct their marketing and advertising strategies to this target audience. Therefore, the present research focuses on determining the age at which children begin to remember brands and which brand identity element they remember first, specifically the study was applied to children between 2 and 6 years of age, in two schools in Cuenca city. A new brand of organic chocolates was created and it has three brand identity elements: logo, character and packaging. This brand was exposed to the participants and the information was collected through observation cards. The results show that from 2 years of age the participants are able to remember brands to which they have been previously exposed through playful activities that involve all their senses. The brand identity element they're prone to remember first is the character; secondly, they remember the packaging and thirdly, the logos.