Add to ORKGThis bachelor thesis deals with children as a specific target group in marketing. First part of this thesis deals with defining theoretical concept related to marketing and children as target group. Second part is focused on the influence of children on the shopping behaviour of their parents. The aim is to analyze what is the impact of campaigns of the retail chains aimed at children and how they influence the shopping behaviour of the parents of children. Primary data were collected by survey in electronic and written form. Based on the result of own survey it is possible to say that children are largely influenced by the campaigns. Children demand active participation of their parents on the campaigns and also the parents are willing to ...