| Abstract [eng] |
The relevance of the research: The economical, cultural, educational and other changes in our society have formed posibilities for children to become young consumers and try the process of purchasing considerably earlier. Because of their physical and mental immaturity, children require close supervision and protection from their parents. Hense, children are often not allowed to be independant in terms of toy-shopping activities. Frequenlty desires of children and parents in a toy store do not match, nor adults pay attention to wishes of their children. Stereotype that a young child does not know what is best for him allows adults to take over rights of decision and participation from the child. This violates the rights of children. Shop-assistants also make impact in shopping decisions. They are not willing to interfere in children and adults’ conflicts, because assistants presume, it would not change communication between kids and their parents. Nevertheless, conflict solving is not involved in their work duties. On the other hand, shop assistants would need special skills and knowladge to be able to serve children – a specific type of clients. Shop-assistants should also be introduced with “Children Rights Convention”, as they would not violate children rights in the work. But the practice shows that store managers do not organise that kind of classes or do, but very rarely. According to observations, even the toy shops are not adjusted for their main clients. Children do not have possibilities to try the toys, play with them or just have fun without buying. The object of the research– the violations of the conventional requirements on the rights of the child and their preventive options in toy stores. The aim of the research – to examine the violations of the conventional requirements on the rights of the child and provide their preventive options in toy stores. The methodology of the research: the analysis of relevant scientific literature and documents, which regulate children rights. Two questionnaires have been prepared: a questionnaire for the parents, who raise preschool children and a questionnaire for the toy shop-assistants. The participants of the research were toy shop-assistants of Lithuanian cities: Vilnius, Kaunas, Klaipėda, Šiauliai, Panevėžys, and parents of preschool children, who attend „Pupų pėdas“ and „Eglutė“ kindergardens in Šiauliai. Overall, in the research participated 80 toy shop-assistants and 100 parents. The conclusion of the analysis of questionnaire shows that there is no rough violation of children rights in toy stores. Although some of the children rights are beiing limited. The background of negative children reaction is stereotypical viewpot of their parents, which state that children are too young to make decitions and buy independently. It aggravates the dissemination of children rights in the toy stores and create appropriate children behavior. In conlusion, the hypothesis has been proved – some of the children rights are violated in the toy stores. It creates negative childen communication culture with their parents. |
