تأثير ترويج وجودة منتجات الأطفال على سلوكهم الشرائي للمنتجات المحلية
أنس يوسف محمد مظفر
Anas Yousef Mohammad Mudhaffer
This study aims to identify the promotional level of children's products in the Palestinian market, as well as to identify the level of quality of children's products in the Palestinian market, it also aims to determine the impact on the purchasing behavior of children through improving promotion and quality by finding a way to motivate local companies to improve the promotional methods for children's products, also motivate them to create high quality and desirable products for children. The researcher adopts the descriptive method of analysis in this study, the study community was identified in the city of Ramallah where the study sample consisted of a group of 150 families, in addition to a group of 40 children between the ages of 5 to 10 years and 10 of shop owners. The researcher used three methods in conducting this research 1- Survey, 2- Observation, 3- interviews, the study concluded with a set of results, that was demonstrated based on each aspect of the study the most important were: in terms of quality: there is a decrease in the quality of local food products for children in the Palestinian local market and a lack of international quality certificates, and a weak interest by local companies for children's food products in consumers' opinions and feedback about quality of the products, as well as the lack of development in the quality of children's products on a regular and periodic basis, which leads to a decline in the competitiveness of local food products for children with Israeli and foreign products in the market. In terms of promotion, there is a decrease in the level of promotion of local food products for children in the local Palestinian market, and a weakness in the use of local companies to direct sales of children's products or the different methods of stimulating sales of free samples or reducing prices for children's products, as well as the weak use of modern promotional technology such as Social media platforms (Facebook, YouTube, children's applications). As for the purchasing behavior, a weakness in the purchasing behavior of children for local food products was revealed, and the preference of colleagues and older brothers to buy foreign and Israeli products, which affected the children's behavior towards local products. Parents' confidence in the quality of local food products is weak, which affected children's purchasing behavior. The study also reached a number of recommendations that were also divided according to the topic, the most important of them were: in terms of quality, the need to work on raising the quality level of local children's products, the need to pay attention to taking feedback from consumers, both parents and children, developing the quality level of local children's products on an ongoing basis, also enacting laws and legislations related to children's products and their quality by cooperating with local and international human rights institutions and children's rights institutions, building short-term and long-term policies by companies to raise the quality of children's products. As for the promotion, the researcher recommends the need to work on raising the level of promotion of local children's products, and the necessity for local companies to use methods of direct sales for children's products and to use the different methods of stimulating sales of free samples or reducing prices for children's products and other modern methods that are compatible with the nature of children's products, as well as developing a department specialized in promoting children's products to study the characteristics of these products and introducing promotional technology to them and other matters that specialize in children's products and how to reach them in local companies as well as working on the enactment of laws and legislation specializing in children's products and the promotional process for them through cooperation with human rights institutions and children's rights institutions, building short and long-term policies by companies to raise the level of promotion of children's products.