THE BRAND PREFERENCE AND MEDIA CONSUMING BEHAVIOUR OF CHILDREN

The term “brand” has recently been significant throughout the world. in order for the brand to survive, it has to be known, loved and consumed by the target audience. world’s increasing population and the increase in the number of brands have made this process. every demographical group has its own physiographic and behavioral characteristics. children belong to such distinctive groups. the products and services receiving admiration by children are most likely to be in the preference of families. the brands adored by children, the very significant people for families, are likely to sustain the process for long periods. for the brands to know about the factors affecting the children’s behaviors towards the products/services, advertisements, prices, brands, stores are vital. brands, by seen in the media, are trying to take the advantage of the situation. that’s why, the concept of media planning for the brands has been reviewed. a large number of places have made it difficult to reach the target audience. the programs, advertisements, techniques, actors and characters used in the advertisements may affect consciousness. the affect range of brands towards children has shrunk with the use of technology. how should children consume which media mediums in such complicated situations? this question has a significant place between the communications of the brands and children. the initial point of this study is to analyze brand-child communication by categorizing children in classes of different age groups. that’s why, a survey was carried out on 232 children living in konya, the fourth biggest city in turkey. the result of the survey was analyzed by using the program spss.