Influence In Purchase Decisions Research Articles

What do women like? A quantitative study of the female behavior of sparkling wines consumers

The purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. The consumer behavior in the purchase decision process is one important topic of the marketing studies, to the extent that it helps to explain how decisions are made and what elements determine them, it can support strategic marketing decisions. The importance of gender segmentation has been highlighted in several studies; in addition, women have made most purchases and their influence in purchase decision has been highlighted. This study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a five levels Likert scale; Independent tests and correspondence analyses were performed. The study could identify the five main factors influencing the choice. Also, the results contribute to elucidate points such as confidence to choose and consumption occasions and contexts.

Retailers Behavior towards Salience of Mature Product Brands – An Empirical Study on a Major Cola Brand in a Developing Economy

The effectiveness of displays is proven beyond doubt in impulse buying, however, the quantification of the effect has some differences of opinion. Role of retailers to enhance the salience of brands is a major influence in purchase decisions of mature product categories. Many researchers have emphasized the importance of POP (Point of Purchase) displays to stretch the salience high especially in low involvement products like soft drinks. Cola giants like Pepsi and Coca Cola have long been drawn in the war of displays in nearby local mom and pop stores called kirana shops in India. Many of these companies give POP materials free of cost to retailers and try to have shops selling only their products exclusively. However, a large number of shops still sell competing brands of colas. Cola companies have also given many visi - coolers (the transparent refrigerators in which the inside contents are visible to the consumers from a distance) to the shop keepers, free of cost. It’s expected that it will increase the sales of their brand and the shopkeeper is expected to keep only the company’s product for cooling/display and not that of competitors. This study is aimed at finding the behavior of retailers toward providing salience of a major cola brand through the display of its brands by visi coolers.

Family Communication Patterns and Influence of Children in Family Purchase Decisions

This article revolves around the validation of family communication pattern scale along with its subsequent influence on child influence in family purchase decisions. The perceptions of parents of 6-12 years old children in Delhi NCR were taken into consideration to carry out research. Both primary and secondary studies were conducted to complete the research process. Exploratory factor analysis and confirmatory factor analysis were used to validate family communication patterns scale and multiple linear regression was used to find the influence of family communication patterns on children influence in purchase decisions across product categories. The findings resulted in four factors of family communication patterns with an excellent fit. Also, there was a significant influence of family communication patterns on children influence on child goods and services and not on family-related goods.

Influence of Family Structures on Pester Power and Purchase Outcomes-A Conceptual Framework

Abstract Children have emerged as a significant consumer group that cannot be ignored. From followers of parental choice to co-decision makers while purchasing, children's influence in purchase decisions have been of significant interest to marketers across the globe. The purpose of the study is to explore how different family communication structures influence pester power in children, which helps in forming a final purchase outcome. The paper presents a conceptual framework which helps in understanding how pestering in children varies under the influence of different family communication structures and thus shaping a final purchase outcome. The model is developed as a result of extensive literature review in the area of pesters power, family communication structures and purchase outcomes. The type of family structures namely the laissez–faire family, the protective family, the pluralistic family, and the consensual family has a lot of bearing on the way children use different types of pester power. Pester power comes to play through a wide array of persuasive and emotional strategies/ behavior at a market place in which the type of family structure becomes a major factor to reckon with. This behavior can lead to a culmination of a purchase outcome by a parent and thus it indeed becomes a significant pre cursor to many a purchase decisions. The proposed model is an attempt to explore these relationships thereby enriching and adding to the existing body of knowledge.

Parent’s Opinion of Children’s Influence in Purchase Decisions: A Comparative Analysis between Rural and Urban Delhi

This study aimed to explore the parent’s perceptions of children’s influence on purchase decisions and determine whether there were differences based on location (rural versus urban), product type, age of the child, gender of the parent and communication style of the parent. A survey was carried out on 400 parents of which 205 were from urban areas and 195 were from rural areas. An analysis of the data showed differences in opinion of parents regarding children’s influence based on product type and age of the child. No difference in perceptions of parents regarding children’s influence based on gender and parental style was observed. Parent’s opinion for children’s influence was highest for older children in the family regarding the purchase of personal-use products.

Exploring the role of family communication and brand awareness in understanding the influence of child on purchase decisions: scale development and validation

Understanding children's influence in purchase decisions is an area in need of further research especially in Indian context. To address this need, this research proposes a theoretical model with focus on family communication, brand awareness and demographic variables as important factors which affect the influence of children. The research further develops scales to measure family communication, brand awareness and to measure child's influence. These scales are developed through literature review, focus groups, in-depth interviews and surveys of 329 pair of mother and child. The scales are shown to demonstrate adequate internal consistency, construct validity and discriminant validity. Segregation of the child's influence with respect to different product category is the unique contribution of this study. In total six scales have been developed and validated. Future research suggestions and limitations are also discussed.

The distribution of influence in purchase decisions by male homosexual couples

ABSTRACTThe purchase decisions of families are of great interest to marketing researchers, yet families also have become increasingly multi‐faceted, especially in Western societies, where non‐traditional families are far more prevalent and evident in public and business life than they once were. Even as it attempts to adapt to some changes, marketing has not kept up with every development; homosexual couples in particular remain poorly researched. This article therefore examines which factors affect the distribution of influence between partners in male homosexual, long‐term relationships when they make purchase decisions. In line with some extant predictions, male homosexual families tend to use highly egalitarian processes to make purchase decisions. Sex‐role orientation generally does not significantly affect the distribution of influence. In contrast with prior work, this study also shows that a partner's resources affect his relative influence. The investigation demonstrates that some conflict resolution styles employed by partners have significant effects on influence distribution in the context of purchase decisions by male homosexual couples. By providing insights into the purchase decision‐making of male homosexual couples, this research broadens the understanding of homosexual consumers in general. Moreover, the findings about the effect of conflict resolution styles on the influence distribution in male homosexual couples adds significantly to consumer research. Copyright © 2013 John Wiley & Sons, Ltd.

Does nutritional labeling increase healthy eating fallacy? An exploration into young Indian’s purchase behavior

Article history: Received August 16, 2013 Received in revised format 12 September 2013 Accepted 1 November 2013 Available online November 1 2013 The paper examines young consumers’ responses towards nutritional labeling, it’s information content and the importance of the functional characteristics of these labels as perceived by young consumers in making informed purchase decisions through personal interviews of 220 respondents using a structured questionnaire. Factor analysis was performed to identify the underlying dimensions among a set of nutritional labeling parameters using principal component analysis. Based on factor analysis, ten factors emerged. Regression analysis and t test indicated that, out the ten factors, only three factors namely ‘Nutritional Belief’, ‘Storage instruction & Information overload’, and ‘Exercise & Nutrition’ were significant. These factors were mainly inclined outside the purview of nutritional labeling purchase influence .It was thus concluded that nutritional labeling had less influence in purchase decisions as far as young consumers were considered. Findings of the study give practical insights on food labeling issues for the food processors and policy makers. © 2013 Growing Science Ltd. All rights reserved.

Adolescents' perceptions of family communication patterns and some aspects of their consumer socialization

AbstractThis study examined the effects of family communication patterns (FCP) on adolescent consumers' decision‐making styles and influence in family purchase decisions. Two underlying dimensions of FCP (concept‐orientation and socio‐orientation) were measured separately for mother–child communication and father–child communication and regressed on adolescents' use of the selected decision‐making styles and influence in purchase decisions involving durable products and nondurable products for their own use. Results show that only mother–child communication patterns have significant associations with adolescents' decision‐making styles and family purchase influence. Specifically, mothers' concept‐oriented communication was positively linked to children's use of utilitarian decision‐making styles (e.g., careful and deliberate decision making) and social/conspicuous decision‐making styles (e.g., recreational and hedonic decision making) as well as to children's influence in family purchase decisions involving both durable and nondurable products for themselves. On the other hand, mothers' socio‐oriented communication was linked positively to children's use of undesirable decision‐making styles (e.g., confusion by overchoice) and negatively to children's influence in family purchase decisions. This study also investigated the presence (or absence) of a same‐gender effect in the relationships between parent–child communication orientations and children's consumer socialization outcome. If present, a same‐gender effect would be indicated by a greater influence from the same‐sex parent's communication orientations on the adolescent's decision‐making styles and influence in family decisions relative to that of the opposite‐‐ sex parent's communication orientations. Comparisons of the two gender‐group regression results revealed no systematic pattern that suggests the presence of such an effect. © 2009 Wiley Periodicals, Inc.

Children's Relative Influence in Family Decision Making in Urban China

With its strict population policy and unprecedented economic growth, urban China offers a unique environment in which to examine how radical changes in state policy can affect family consumption behavior. The objectives of this study are to examine children's influence in purchase decision making and to explore factors thought to explain variation observed in children's influence. A survey of 819 urban Chinese families was conducted to directly compare the influence generated among three generations of family members in nuclear and extended family households from both the parents' and the children's perspectives. The analysis found that, while the influence of children varied by product category and by the character of the purchase decision, the children's influence on family decision making was less dominant than would be suggested by the popular image of China's only children.

Sibling effects on preteen children's perceived influence in purchase decisions

PurposeThe present research aims to focus on sibling effects and birth order on preteen children's perceptions of influence in family purchase decision making. It also aims to examine the accuracy of children's perceived influence as compared to their parents. These areas have received little attention from consumer behavior researchers and, although there is research on sibling effects from broader sociological and psychological perspectives, there is very little empirical research from a marketing perspective. This research seeks to begin to fill that gap.Design/methodology/approachA key methodological contribution of the paper is that data were collected from triads as opposed to the more common dyadic mother/child data. Surveys were used to collect the data. Subjects, which consisted of children and their parents, were recruited through an elementary school in a mid‐sized city in the southeastern USA. A total of 184 triads were approached to participate and 94 completed the surveys from each member of the triad were received. Data were analyzed using SPSS and four a priori hypotheses were tested. Theoretically the paper draws from research on sibling effects.FindingsThe paper finds that preteens in the study perceived they had significant influence on purchase decisions. Key results of interest include the finding that the mere presence of siblings weakened the perception of influence, yet interestingly, results indicate that later‐born/only children have more influence on certain purchases than firstborns. In addition, results indicate that preteens felt they have more influence on purchases that are intended for their use as opposed to purchases that are for family use. Parents also felt that children have more influence on purchases for the child, but parents did not perceive the levels to be as high as their children did.Research limitations/implicationsIf later‐borns and only children have more influence and as such get their way more often, does this affect their ability to be competent adult consumers? Are there more instances of compulsive shopping and other decision‐making problems because they have become accustomed to getting what they want? In addition, if children overestimate influence, is it because they are not yet able to fully understand persuasion and the use of influence? From a public policy perspective there have often been concerns raised about children's ability to deal with influence, and if very subtle forms of influence are used, children may not be equipped to recognize these attempts and as a result may be more susceptible to them.Originality/valueResearch examining sibling effects on children's perceived influence is virtually non‐existent. According to Commuri and Gentry, who conducted a thorough review of research in family decision making, sibling influence has not been systematically examined in consumer research. Research in this area is important as marketers seek to fully understand the impact children have on family purchase decisions, the roles children play in the decision‐making process, and the factors affecting children's degree of influence.

Hispanic versus Anglo male dominance in purchase decisions

PurposeAims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.Design/methodology/approachA telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer.FindingsThe findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions.Research limitations/implicationsOne of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented.Practical implicationsIn determining influence for paint‐related products, gender may be a better segmentation factor than level of acculturation.Originality/valueThe results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.

Children's influence in purchase decisions: a social power theory approach

To understand children's influence in family decision-making, this research uses social power theory to develop a conceptual model of children's influence. The conceptual model hypothesizes that children's active social power, children's passive social power, preference intensity, and decision history should aid in the explanation of variations observed in children's influence. Empirical tests with a random sample of 987 matched pairs of children aged 8–11 and their mothers support the model.

Marketing low-cost airline services to business travellers

A number of EU low-cost airlines have reported their success in attracting business travellers on some of their routes. Recent research shows that business travellers working for small companies are more willing to trade in-flight service, frequency and FFP points for lower fares than those working for larger companies. A survey of short haul business travellers using a major carrier at Heathrow airport is compared with travellers of a low-cost airline at a secondary London airport. The hypothesis that business travellers using low-cost airlines form a separate market segment from business travellers using full-service airlines is not shown. Short haul business travellers are, en masse, becoming increasingly price sensitive. Travellers using network carriers use low-cost airlines and vice versa. Corporate influence in purchase decision making is more evident in travellers choosing network carriers and this is partly a function of the size of the company, with larger companies favouring such carriers. Marketing implications for both low-cost and full-service airlines are discussed.

Resource Theory in A Cultural Context: Linkages between Ethnic Identity, Gender Roles, and Purchase Behavior

This study investigated the relationships among the constructs of ethnic identification, gender roles, and relative influence in purchase decision making for Hispanic and Asian immigrant groups. Findings indicate that ethnicity of husbands from patriarchal cultures does not significantly affect their gender roles or their dominance in purchase decision making. However, both gender roles and relative influence in decision making are significantly affected by ethnicity of husbands from modified patriarchal cultures.

Family Members' Perceptions of Adolescents' Influence in Family Decision Making

Influence perceptions of mothers, fathers, and one adolescent child are compared to document structural relationships between parents and children in family decision making. Family triads are found to disagree in their perceptions of adolescent influence on both a broad selection of specific products and general influence in family decision processes. Mothers, fathers, and children, however, all rate children as having some influence in purchase decisions for a variety of products. A “household” measure of perceptions of general adolescent influence in purchase decisions is constructed and the antecedents of agreement or disagreement among family members are explored, yielding propositions for future research.

Husband-Wife Influence in Purchase Decisions: A Confirmation and Extension

Husband-Wife Influence in Purchase Decisions: A Confirmation and Extension

Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decisions

The socioeconomic evaluation of products by consumers generates information search. This article reports a study that investigates the relationship between the importance of personal influence as an information source and degree of risk in 25 purchase decisions.

Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decisions

Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decisions