THE IMPACT OF KIDS' MARKETING ON PARENTS’ BUYING BEHAVIOUR – CASE OF THE RABAT-SALÉ-KÉNITRA REGION

Kids’ Marketing is a commercial practice aimed at targeting children as consumers and influencing their preferences and purchasing behaviours. This article examines the relationship between Kids' Marketing and parental purchasing behaviour by exploring the mechanisms by which children influence purchasing decisions within families. This research aims to investigate the influence of Kids' Marketing practices on the purchasing behaviour of Moroccan parents in the Rabat-Salé-Kénitra region. The methodological approach, based on a hypothetico-deductive paradigm, is based on a quantitative study conducted with a sample of 183 respondents. This research aims to assess the impact of the different dimensions of Kids' Marketing on parental purchasing behaviour. This study empirically confirms the determining effect of three components of Kids' Marketing on parental purchasing decisions: advertising exposure targeting children, purchases guided by the desire to meet children's expectations, and children's trust in brands. In contrast, the presumed influence of peer pressure remains insignificant, and the impact of sociodemographic variables receives only partial confirmation. The results highlight the importance of Kids' Marketing in parents' purchasing behaviour and underscore the complex mechanisms by which children influence family purchasing decisions. KEYWORDS: KIDS’ MARKETING, PARENTS' BUYING BEHAVIOUR, BRAND TRUST, INFLUENCE OF THOSE AROUND THEM, ADVERTISEMENTS AIMED AT CHILDREN.