Consumer behaviour of Brazilian primary school students: findings from focus group interviews

Children worldwide are becoming avid consumers of virtually every type of product and service, which qualifies them as an important primary market. The purpose of this study was to obtain primary data about the consumer behaviour of a group of Brazilian children using a qualitative approach. Twelve focus group interviews were conducted with primary school students (7–10 years, n = 57), and results were processed through content analysis. Many, but not all students, received an allowance, mostly from parents and grandparents. Many students spent the money immediately or after just saving only enough to buy a desired item; others preferred to save their money for the sake of saving it or for a specific future endeavor. Money was spent mainly on food, toys and clothes; sometimes on the impulse of the moment and associated with later guilt. Television was considered a big source of information on new products, but regarded as untrustworthy. When they could not get what they wanted, most children appealed to negotiation strategies; many also reported feeling sad or cross. Results showed a situation of late socialization as consumers, suggesting the children could benefit from consumer education strategies targeted at them.