Parental buying decisions childrens influence
He claims formal discussion is encouraged by one or both parents; children do not initiate formal discussions, but instigate informal methods which are conversational and unplanned and may arise without prior intention.
Parental buying decisions childrens influence
Interestingly, parents' responses to requests reported to be stimulated by commercials are relatively positive as compared to other marketing stimuli. Further it can be observed that 8 respondents of class XII like to visit the market once a week as compared to 6 respondents of class Xi and 7 of class X. Responses No. Jensen, J. No Products No. The techniques are especially sensitive to this violation. The pattern emerging from these studies is that children's influence is lowest in the subdecisions of where to purchase Belch et al. Tinson et al. In contrast to the significant role played by children in the child-related product decisions, children have less influence for products that are used by the entire family. Finally, in almost 70 percent of the households where both of the parents are working, children are empowered to contribute more to purchase decisions. Respondent Visiting Market No. The influences of siblings would give a broader picture and deeper understanding of family influences in children purchase decision. Judd, Charles M. Child's Age. It depends on the education, sex, age allowance to children for purchases and types of product.
Role theory, particularly the age-graded approach of Parsons and Bales and the more dynamic role orientations of symbolic interactionists, seems especially promising. Thompson, E.
However, Atkin and Ward and Wackman found no statistically significant effect for socio-economic status on children's influence attempts. George concluded that visual media at Mumbai saw large number of children watching television where they prefer it to reading, and 71 per cent of the Indian kids influence their parents' decision on buying high cost products like a car.
How do kids influence their parents
Journal of Consumer Research, 8, Wilkie ed. Note that the positive relationships with number of requests suggest that this way is not very effective in reducing the child's requests. Aitkin observed that child play the dominant role in family cereal selection in the super market, either by asking for a brand or choosing one upon parental invitation. The techniques are especially sensitive to this violation. In addition to product type and decision stage, children's influence has also been found to vary according to product subdecisions. Speculatively, one might expect family size to have a negative effect on any one child's influence, but that children's influence overall would increase. Journal of Consumer Research, 11, The paper will be organized into three sections.
As previously mentioned, surveys may be more inter-subjectively biased than are observational studies. Children today are spoiled, have more power to decide on what they want, especially what comes on the table. Prior to discussing the results, two limitations in this study shall be emphasized. So, it can be concluded that adolescents get attracted.
Hence, a child has tremendous influence on his family but it depends on how effectively it is used in media and other sources. Most studies have found that older children have significantly more influence than younger children Atkin ; Darley and Lim ; Jenkins ; Moschis and Mitchell ; Nelson ; Ward and Wackman Tinson et al.
Kids power to influence buying
Wortzel and Robert L. Finally, this research domain is hampered by inflated alpha levels; consequently, some associations found may be due to chance. Hence, marketers should be careful with the positioning of the product and should be able to persuade the children for family purchases Kaur and Singh pinpointed in their research that Family decision- making was initially directed to spouses, however the role of children on decision making and negotiation strategies had become an important issue of study. It seems likely that parental attitudes related to child-rearing practices would be especially critical, particularly for younger children. Thus, at least in regard to purchases of products were parents are less involved and perceive minor or no product differenzation e. Clearly, construct validity will continue to be problematic until we conceptually define "influence". Hence, further research required in this area. Moschis, George P. So following are major objectives of the study; 1 To find out the parent adolescent relationship in purchase decision making. Some studies have asked respondents to rate influence separately for family members Belch et al. Global Marketing Conference, September, On the basis of family structure, 72 percent belong to Nuclear families and 24 belong to Joint families.
based on 57 review