children's product preference regarding to product packaging elements relation to individual characteristics.

Abstract

This study aims to reveal how packaging elements and individual characteristics influence on Thai children’s product preference and decision making. The results show that visual packaging elements such as cartoon characters, color, and size have strong impact on children’s product classification. However when children are encouraged to choose preference product or make a purchase decision, they give more priority to verbal elements such as flavor and product ingredients. The influence of packaging elements on children is also varied by age. Younger children (age 7-8 years) pay attention to cartoon character and color. Many changes and cognitive development are found in children age 9 years. They can differentiate adult’s products and children’s products by cartoon characters. They show interest in more verbal elements such as flavor and product benefit. The older children in age 10-11 years tend to pay more attention on products information details such as toothpaste type, product instruction, and provided free gift. Slightly effect of gender have been found. In the preference product choosing and purchase decision stage, children are likely to choose product with cartoon character and color which represent their gender stereotype.