The following paper builds on the concept of children as a viable market for corporations marketing consumer goods like food items. The main focus of the research is the children and the specific role that they play in the fast food industry as consumers and decision makers.
The specific objectives of the research pertain to identifying the role of the children as the fast food items and meal consumers. Identifying the relevance they have for the companies in the fast food industry and how important they are for them. Identify the actual consumer spending from this segment of the market pertaining to the fast food industry. Exploring the role of the children as decision makers and derivers in the context of purchasing consumer as well as food related items, especially the fast food meals. The other objectives of the research are to determine the opinion of the fast food meals and vendors amongst the parents and their views about them.
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