Family Purchase Decisions Research Articles

A Study on children's influenced in family purchase decision making with special reference to Coimbatore city

A Study on children's influenced in family purchase decision making with special reference to Coimbatore city

Children as an Important Actor in the Process of Family Purchase Decision for Food Products

Children as an Important Actor in the Process of Family Purchase Decision for Food Products

Age-wise Analysis of Children's Influence in Family Purchase Decisions

Children’s age is the most commonly researched variable involving purchase decision influence (Mangleburg, 1990). Previous studies found child's age to be a predominating factor with regard to child's influence across the decision making stages (Beatty and Talpade, 1994). These studies have also found positive correlation between the age of children and the quantum of influence exerted by them on family purchase decisions (Laczniak and Palan, 2004). This study has been undertaken with the specific objective to extend these findings in Indian context, more precisely, to examine the impact of age on Indian children’s influence in family purchase decisions. A “structured non-disguised” pre-tested questionnaire was used to collect the primary data from the students of class eighth to twelfth from 766 families residing in rural and urban areas in Delhi, India. Statistical tools such as mean, standard deviation and repeated measures ANOVA have been used to analyze and interpret the collected data. As per the analysis results children’s age do not moderate the influence exerted by them in family decision making process, in general, as well as across rural and urban Indian families.

Impact of Sibling on Children’s Influence in Family Purchase Decisions

Present paper aims to focus on impact of sibling(s) on the influence exerted by children in family purchase decisions in India, a country with distinct cultural characteristics. This area has received limited attention from consumer behaviour researchers from a marketing perspective. This research seeks to fill that gap. This study provides empirical evidence based on primary data, obtained from children in the age group of 13-18 years, studying in various schools in Delhi, India. Mixed-factorial repeated measures ANOVA was applied to ascertain the statistical significance of differences in the influence exerted by single children and children who had siblings. Contrary to previous findings, we find that children’s influence across decision making stages is not affected by the presence/absence of child’s sibling(s). We conclude with a discussion of the findings and suggestions for further research.

ROLE OF CHILDREN IN PURCHASE OF TECHNICAL PRODUCTS

Objective- Changing socio economic scenario has changed the equations in the family. The traditional roles have been redefined. The paper attempts to understand the influence of children on family purchase decisions of technical products. Methodology- Scale to measure influence of the child was validated using exploratory factor analysis and convergent validity test. The hypothesis was tested using regression. In total 329 usable pairs of questionnaires of mother and child were analyzed. Findings-The results highlight the changing scenario in Indian urban families. Children play an important role in family purchase decisions. Age is a significant predictor of child‘s influence on purchase of technical products. Older children have more influence compared to younger children. The results also show that male child has more influence than female child on purchase of technical products. The results indicate that the opinion of the children is sought and valued in Indian urban families for purchase of technical products Novelty/improvements- The study has indicated the increasing influence of children in India urban families. The study is unique as it has tried understanding the influence on a product category (technical products) rather than a single product. Future research may also try to evaluate the effect of peer, media on influence of children

Spousal role and family vacation decision making in India

Family purchase decision making has been an interesting topic of study for marketing researchers, after the ground-breaking work of Davis. Still, there is a lack of serious research in this area in developing countries. This research paper is an empirical study on the role of husband and wives in the purchase decision making process for family vacation of 125 couples in Delhi, India (Metro, Tier I city) and Aligarh, India (Tier II city). The role is examined on the basis of three major purchasing stages and the eight sub-decision stages encountered by the couple when deciding to go on a family vacation. After the analysis, it was found that the role structure for the vacation decision making in India is mainly joint, although, there is a difference between the role structure in Tier I and Tier II cities. In Tier II city like, Aligarh apart from joint decision, husband dominant decision making is also present. This shows that the patriarchal mindset still prevail in smaller cities as compared to a metro.

Family Communication Patterns and Children's Influence on Purchase Decisions

Traditionally, children were not viewed as consumers. They were perceived as learners who learnt from various socialization agents how to become consumers. The social, cultural, and economic changes in the past few decades have redefined the role of children in family purchase decisions. Children's influence on purchase decisions has been acknowledged by the research fraternity. The paper specifically explored the effect of family communication patterns on children's influence on purchase decisions. Through hierarchical regression, empirical findings were presented.

English

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Children’s influence on family purchase decision depends on a number of parameters and situations. Children exercise various methods to influence their parents’ decision. Their influence varies from products to products. It depends on parents’ education, profession, income, single parent working or both parents working, and type of family. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study are gathered from a cross section of teenagers of different socioeconomic backgrounds, from the major metros of Indi during the third quarter of 2014. In this paper aside including only involvement of product brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure is a better predictor of loyalty behavior. Research findings also reveal that different explanatory variables have diverse influence on the brand loyalty behavior of teens. Key words: Brand loyalty, product involvement, Indian teens, brand influence score.

Determinants of Children’s Role in Family Buying Decision-Making: The Case of South-South, Nigeria

This study examines the role of children in family buying decision-making and investigates factors that seem to have effect on children’s level of involvement in family buying decisions. The study was conducted using two samples (children and parent respondents). The respondents’ choice and justification thereof was shown in a detailed manner. Data for the study were collected with the instrument of questionnaire, personal interview and secondary sources. The data collected has been empirically analysed through ANOVA, correlation and regression as well as cross tabulation procedure with SPSS. The findings of the study revealed that family-buying decisions in contemporary times is more of an outcome of a joint effort in which children play significant and multiple roles in relation to a wide variety of products needed by their families, not just to the items that directly relate to their needs. It was also found that there exists a nexus between perceived level of children involvement in buying decision making and some selected demographic, socio-cultural and economic factors. The study recommended that parents should adopt a democratic approach in arriving at family purchase decisions in order to avoid family conflict. It is also imperative that marketers understand the changing dynamics of family buying decision-making process and the elevated power of children’s roles and influences in order to design better marketing strategies that can effectively serve and satisfy the needs of emerging market segment for improved marketing performance.

Family decision-making in emerging economies

The purpose of this paper is to examine the children's role in family decision–making in emerging economies. Using a structured questionnaire, a survey was conducted with 175 children from India. The results revealed that children across cultures have high influence over family purchase decisions. Moreover, consistent with the ranking of India as a culturally high power distance nation, Indian children had lower influence than their Turkish counterparts. The findings of the study have interesting implications for global marketing practitioners. As Indian parents are more authoritative than US and Turkish parents, marketers need to keep in mind that they do need to appeal to children as much as they may need to appeal to parents. This paper contributes to the extant literature available in the area of family's decision–making. This study holds its importance as it provides detailed and insightful comparisons between two emerging markets.

Role of children in family purchase across Indian parental clusters

Purpose– The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters.Design/methodology/approach– The study uses a structured questionnaire to draw a quota sample of 136 urban Indian parents across four child segments from two Indian metropolitan cities to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories.Findings– Exploratory factor analysis reveals five well-defined parental attitudes towards child rearing. The attitudinal factors are used to define three discrete parental clusters, namely, time-pressed parents, child-centric parents and socially influenced parents. The demographic and psychographic profiles of the clusters expose the significant influence of the educated and affluent parents in empowering their children as more active influencers/consumers. The role of children as independent buyers of eatables and toys over other categories is also re-established.Research limitations/implications– The diversity of Indian parents both in terms of their family structure and attitude towards parenting significantly deliver decisive signals for market-specific segmentation strategies. The uniformity in their shopping frequency and increasing child involvement in family purchases also highlight the opportunities ahead.Originality/value– Empirical evidences on the growing role of children in family purchases and their transformation into active consumer in an evolving market adds to the existing under-represented family consumption literature with more market-specific insights.

Child socialization practices: Implications for retailers in emerging markets

Considering the unprecedented growth in the active role of children in the modern market place the present paper attempts to understand the potential of kids as consumers in an emerging retail market. The exploratory study uses a quota sample of 136 urban Indian parents to assess their attitude towards parenting and child socialization along with their preferences for retail formats while buying across select children׳s product categories. The empirical evidences of the research established the active and positive role of the urban Indian parents in the child׳s consumer socialization process and acknowledge the growing status of a child as an influencer and independent buyer with respect to select product categories in the market. The study reiterates on the positive correlation between the child׳s age and the strength of his influence on family purchase decisions. The paper significantly contributes with its insights on contemporary consumers to aid retailers with relevant marketing knowledge pertaining to the market of children and their parents in emerging India.

Determinants of Children's Influence on Family Purchase Decisions in Kenya

The purpose of this paper is to find out the amount of children influence on family purchase decisions. It considers product types as being the influencing agents that enhance children’ s influence to family purchase decisions. The paper acknowledges children as being consumers in their own right and not an extension of their parents. Therefore the amount of children influence in this paper is direct influence which is characterized by other family members taking the child into account when going through the purchase decision process. This therefore implies that, consumer roles being played by family members are seen as being of equal measure, such that children are equal participants of family decision making just as parents. This is opposed to the child passively influencing the decision itself as is in the domain of majority of Kenyan families. The study was based on an extensive literature review and qualitative and quantitative study designs. Using a questionnaire, a survey was conducted with parents of children aged 8-12 year olds in Nairobi Kenya. The sample size was 200 parents. Findings – The study confirmed a positive and significant linear relationship between family purchase decisions and product types. The findings of this research indicate that children’ s influence on family purchase decisions vary across different product types, whether the product is for a child’s own use or weather the product is used by the whole family. The study will benefit advertisers in formulating policies that improve service delivery, by addressing the identified factors and following the researcher’ s recommendations. Marketers will benefit from the acquired knowledge when directing their marketing efforts at families. Knowledge about children's influence on the idea generation and choice stage should be used to attract children's awareness of new products and to focus on specific products in order to impact children.

Peer Interaction and Its Influence on Family Purchase Decision: A Study among Indian Teenagers

The paper aims to clarify the impact of Teenager–peer interaction and Enduring Product involvement (measured in terms of pleasure and sign associated with the possession of product) in the family purchase decision for the electronic items. It proposes that how the teenagers interaction with peer have an impact on family decision making process. The study aims to expand the domain of Consumer (family/Household) decision making by including a broader range of teenagers influence and the product involvement in day to day life. The study is based on the teenagers influence in the family’s purchase decision making in the purchase of electronic items. The study was done in India. A sample of 230 students has been taken. Confirmatory factor analysis (CFA) and Structural Equation Modelling (SEM) has been used for analysis. The paper provides a significant relationship among Teen-peer interaction and family purchase decision making process. As per the findings of this paper we conclude that the more the teenagers interact with peer, the more they contribute in the initiation stage of the family decision-making process. Similarly the teenager’s enduring involvement (measured in terms of pleasure) construct have a significant influence on the final decision making i.e. it significantly explains teen’s contribution to the purchase decision.

Theoretical Modeling of Influence of Children on Family Purchase Decision Making

Children traditionally were not considered important consumer segment. However, with changing economic, social and demographic scenario, the situation has undergone a change. Substantial research has found that children have influence in family purchase decisions. McNeal (1987) categorized children as three markets in one: they are current market that spends money on their desires, they are a future market for most goods and services and they are markets of influential that cause billions of dollars of purchase among their parents. A study by Nickelodeon (2013) states that power of kids influence over purchasing decisions has increased significantly over the years and decision making among families is collaborative. McNeal (1998) reported that children's indirect purchase through influencing parents decisions soared from USD 5 billion in 1960s to USD 188 billion in 1997. Today children are not passive users but influential buyers and are socialized in this role from an early age. The topic gains special relevance from Indian context due to various reasons. The influence of children in decision making is still an unexplored topic in India. The study specially gains relevance as India has witnessed huge cultural, social and economic changes in the past decade. With compounded annual growth rate of 5.36% predicted for average household disposable income between 2005-2025 (McKinsey Global Institute, 2007) the financial position of families is much stronger. As per Census 2010 of India, demographically India is a young nation with 30% of the population below the age group of 15 years. According to consumer socialization theory family, peers, media are important socialization agents. Also according to research, child's influence is effected by product category, age of child, family communication pattern (Ahuja and Stinson, 1993, Caruana and Vassallo, 2003, Haynes et al., 1993; Ozgen, 2003). The model integrates these two different areas of research to develop a conceptual model to explore the relation of influence of children with respect to different factors. The model introduces the concept of “parent's re-socialization”.

A Review on the Role of Media in Increasing Materialism among Children

This paper reviews the literature to investigate the role of media in increasing materialism among children. It also studies the consequence of rising materialism on the development of children. Due to their enhanced role in family purchase decisions marketers are making children sufferers of materialistic world. Marketers know that children easily get fascinated towards unrealistic belongings endorsed by their promotional offers and persuade their parents to purchase those belongings. However, the unfulfilled requests of children for materialistic things make them dissatisfied and unhappy, which later on cause conflicting situation in family. The exposure of children to media at small age also makes them susceptible towards external environment by generating materialism. This materialism is leading to excessive consumption and impulsive purchase by children. To deal with these issues, sufficient attention needs to be given by parents to divert child's attention from materialistic to the real world. Thus, the role of guidance provided by parents has been found very significant in mitigating the effect of materialism among children.

Role of Children in Family Purchase Decision Making: The Impact of Advertising

Gone are the days when children had minimal participation in family purchase decisions. Their opinion is now not only sought in purchasing products relating to them but also for the products which are not related to them. They constitute a huge market and specially designed advertisements are targeted to them. The purpose of this paper is to analyze the various advertisement strategies used by marketers to draw child's attention, the issues and possible cure. The paper is based on secondary data collected from various journals, magazines and other sources. It draws heavily from previous researches/discussions. This paper is divided in three sections. Section one contains children's role in family purchase decision making, various marketing techniques are in second section and impact of various marketing techniques in third section. The finding suggests that effective advertising, such as stealth advertising, celebrity endorsements, use of various cartoon characters, etc. has enabled the marketers to attract the children's attention and use the pester power of children to sell the products. However, some negative impacts have been found, such as obesity in children, less physical activity, exposure to violence, etc. which has to be dealt with strictly. The above research can be used to monitor the content of advertisements targeted at children. The role of schools, parents and policy makers/regulators can be defined so that we have a generation which is morally sound and physically fit.

The Impact of Husband’s Perception and Value towards Family Purchase Decision Patterns

Changes are occurring in society’s norm structure. One of these changes is the shifting of women roles. More wives are working outside home and acting as a source of income, event becoming chief wage earner in the family. Many past researches have used demographic and family structure as predictor of family purchase decision patterns. This study will figure out the impact of husbands’ perception and value to the usage of wife’s income for family expenditure. Total 112 husbands in Jakarta and Bandung participated in this survey. This study used questionnaire to gather data. Questions to measure perception and norm of husbands were derived from qualitative study, a preliminary interview with 20 husbands in Jakarta and Bandung Indonesia. Schwartz Value Scale was used to measure husband’s value structure. Findings indicate that husband perception and value have significant impact on usage of wife’s income for family expenditure. This research is useful to fill the research gap in family purchase decision theory. For marketers and business practitioners the results will enhance their comprehension in segmenting, selecting more effective target and creating more creative communication strategy.

Dynamics of family buying decision and mediation of conflict resolution

This study aims at developing a comprehensive theoretical framework for dynamics of family buying decision (FBD) based with mediation of conflict resolution. The basic purpose is to build a conceptual model including the spousal involvement in family purchase decision and their conflict that arise in decision which lead to either joint or autonomous decision and finally arriving at a final decision with the help of conflict resolution strategies. Based on the theoretical evidences, it was concluded that the main factors influencing the family buying decision about purchasing household durable goods is spouses’ involvement in the family buying decision making process. While in buying decision there is a mediating role of conflict resolution strategies which influence the family member involvement and ultimately the family buying decision. Key words: Family, buying decision, conflict resolution, joint decision, spousal involvement.

Children’s Choice of Influence Strategies in Family Purchase Decisions and the Impact of Demographics

The existing literature has shown that children have an influence in family purchase decisions and recognized different influence strategies children use to influence their parents. The present study is based on survey approach and intends to understand children’s choice of influence strategies and the impact of various demographic factors. A sample of 180 children in Delhi was studied by using structured questionnaire from June 2011 to March 2012. The findings of the study reveal that children basically use four major types of influence strategies in family purchases and the choice of a particular influence strategy depends on children, parent and family characteristics.