ABSTRACT
In this chapter, the authors aim to investigate the marketing channels that young consumers use. The conventional definition of marketing channels is how goods and services reach the marketplace. The young ones of today really are learning and adapting to different channels at an incredible pace. Historically, there are two main theories that have informed both stages and child categories commonly used in child psychology and early childhood education. These are cognitive development theory (Piaget) and psycho-social development theory (Erikson). Even though the child is a passive observer of the supermarket shopping experience, it is the adult's shopping and purchasing behaviours that are placed in the Zone of Proximal Development of the child. The factors that influence mothers to intervene and limit children's media and consumption behaviour also affect attitudes toward regulation of food-related advertising. Social media encourages consumers to share, compare and rate experiences; and mobile devices continue to add a 'wherever' dimension to the digital environment.
