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Authors
Abstract(s)
Esta dissertação tem como principal objetivo avaliar o modo como a nova tipologia
de brinquedos, os smart toys, estão a ser adotados pelas famílias portuguesas.
Como consequência de uma sociedade marcada pela Internet of Things, o mercado
dos brinquedos tem vindo a ser alvo de profundas mudanças tecnológicas. Deste modo,
pretende-se averiguar de que maneira é que as famílias portuguesas estão a receber esta
mudança através de uma análise das perceções dos diferentes membros das famílias, pais e
crianças, face ao tema, e de uma compreensão do papel desempenhado pelas crianças
como influenciadoras na tomada de decisão de compra desses produtos.
A investigação partiu de uma revisão de literatura que pretendeu, em primeiro
lugar, compreender as novas tendências do comportamento do consumidor, com foco no
comportamento de compra familiar e no consumidor infantil, seguida de uma breve análise
das novas tendências do marketing infantil. Por fim, foi feita uma breve análise da
evolução do mercado dos brinquedos, culminando na apresentação do conceito de smart
toy.
O trabalho empírico adotou uma abordagem interpretativista e qualitativa, baseada
em entrevistas semi-estruturadas aplicadas a famílias portuguesas com crianças de idades
compreendidas entre os 5 e os 10 anos. A amostra selecionada foi uma amostra intencional
de 22 famílias provenientes de Lisboa e Porto, de classe média alta e utilizadores de
tecnologias digitais.
O estudo permitiu concluir que o mercado de smart toys está ainda em fase inicial em
Portugal. Embora se tenha encontrado alguns adotantes de smart toys, estes ainda são
escassos. O estudo revelou que as famílias estão ainda reticentes na adoção destes
brinquedos muito derivado à relação qualidade-preço e aos potenciais benefícios que
poderão ter para os seus filhos. Já as crianças numa primeira abordagem mostram se
curiosas e influenciam os pais a adotar um. Contudo constatou-se que após adquirirem o
brinquedo facilmente se desinteressavam. e que as crianças não se sentem particularmente
atraídas pelas suas caraterísticas.
The main objective of this study is to evaluate how the new typology of toys, smart toys, are being adopted by Portuguese families. As a consequence of a society driven by the Internet of Things, the toy market is living a moment of deep technological changes. Thus, we would like to find out how Portuguese families are receiving this change through an analysis of the perceptions of the different members of families, parents and children, in what concerns this subject, and to understand the role of children as influencers of decision-making in the purchase of these products. The research started with a literature review, which aimed to clarify the new trends in consumer behaviour, focusing on family buying behaviour and child consumer behaviour, followed by a brief analysis on the evolution of children marketing. Finally we analysed the evolution of the toy market and presented the concept of smart toy. The empirical work adopted an interpretative and qualitative approach, based on semistructured interviews applied to Portuguese families with children aged between 5 and 10 years old. The selected sample was an intentional sample of 22 families from Lisbon and Porto, upper middle class and users of digital technologies. The study concluded that the smart toys market is still in its initial stage in Portugal. Some smart toys adopters were found but they are still scarce. The study revealed that families are still hesitant about adopting these kinds of toys for two reasons: price-quality ratio and the potential benefits they may have for their children. As for children, they show themselves curious and influence their parents to buy smart toys. However, it was found that after acquiring the toy, children easily lose interest and that they are not particularly attracted by the characteristics of the toys.
The main objective of this study is to evaluate how the new typology of toys, smart toys, are being adopted by Portuguese families. As a consequence of a society driven by the Internet of Things, the toy market is living a moment of deep technological changes. Thus, we would like to find out how Portuguese families are receiving this change through an analysis of the perceptions of the different members of families, parents and children, in what concerns this subject, and to understand the role of children as influencers of decision-making in the purchase of these products. The research started with a literature review, which aimed to clarify the new trends in consumer behaviour, focusing on family buying behaviour and child consumer behaviour, followed by a brief analysis on the evolution of children marketing. Finally we analysed the evolution of the toy market and presented the concept of smart toy. The empirical work adopted an interpretative and qualitative approach, based on semistructured interviews applied to Portuguese families with children aged between 5 and 10 years old. The selected sample was an intentional sample of 22 families from Lisbon and Porto, upper middle class and users of digital technologies. The study concluded that the smart toys market is still in its initial stage in Portugal. Some smart toys adopters were found but they are still scarce. The study revealed that families are still hesitant about adopting these kinds of toys for two reasons: price-quality ratio and the potential benefits they may have for their children. As for children, they show themselves curious and influence their parents to buy smart toys. However, it was found that after acquiring the toy, children easily lose interest and that they are not particularly attracted by the characteristics of the toys.
Description
Keywords
Internet of Things Comportamento de compra familiar Marketing infantil Smart toys Family consumer behaviour Marketing to children