Abstract

Children’s choice for sweets is known by everyone. Through design and aesthetics elements, producers want to influence children and adults to choose sweets. The article aims to create a clear picture of the use of design and aesthetic elements by the big producers on the sweets market for children, and of parents’ perception of how children are influenced by the design and aesthetics of sweets. In this respect, a qualitative marketing research study has been carried out and the method that was chosen was the in-depth interview. An interview guide was used as a tool. The sample included a number of 26 parents. The paper analyses which design elements have a stronger impact on purchasing decisions. The results show that the design of sweets is important and attracts attention to a product before it is tasted. It has been found that the design of a product is an important element according to which people (children, but also adults) make the purchasing decision. Given that are very few studies on the subject, the author believes that this paper may help sweets manufacturers better adapt their marketing strategies to children and parents’ psychology, but can also help consumer authorities develop regulations to protect them from the pressure from manufacturers. Keywords: Sweets, Design, Aesthetics, Look, Marketing research, Strategies

Authors and Affiliations