Product Longevity; Exploring the Success Factors in the Children’s Market in Indonesia

DOI: 10.5176/2251-2098_EMG18

Authors: Jony Oktavian Haryanto, Luiz Moutinho

Abstract:  The potential of the children’s segment offers a tremendous opportunity for marketers to explore. This paper attempts to identify the factors that can influence the success of products in the children’s market segment in Indonesia. It is hoped that this study can contribute to the body of knowledge and understanding of the factors and their inter-relations that can contribute to product longevity in the children’s market in Indonesia.

Keywords: marketing to children, brand relationship, brand loyalty