Children play a crucial role of influence in the purchase decisions of their parents, especially in decisions regarding less expensive products such as food and playthings. Marketing researches in the past couple of decades have focused on the how the children are involved in the household decision making, in which stages and in which product categories. This study aimed to identify if and how particular demographic characteristics play a role in the influence that children have on their parents' weekly purchases. The demographic characteristics tested for this study included (a) socioeconomic status of the parents, (b) parental education level, (c) religion, (d) gender of the child, and (e) age of the child. For this purpose, a quantitative, non-experimental study was designed using hierarchical multiple linear regression and analysis of variance to test hypotheses and answer the research question. A stratified random sample of 343 participants was surveyed and hypotheses were tested. The results showed a relationship between total weekly influenced parental purchases and the demographic characteristics; furthermore, socioeconomic status, parental educational levels, gender and age of child all affected the extent of influence that the children had on their parents' purchases. The findings of this research reveal important insights about children as influencers and active developing decision makers. The results provide direction for further research and analysis in the field that can contribute much to the understanding of buying behaviors and targeted market planning to marketers.
|Commitee:||Dell'Osso, Linda, Lucarelli, Christopher|
|Department:||School of Business and Technology|
|School Location:||United States -- Minnesota|
|Source:||DAI-A 73/08(E), Dissertation Abstracts International|
|Subjects:||Marketing, Organizational behavior|
|Keywords:||Buying behavior, Children as consumers, Children's influence, Factors on parental spending, Family spending, Parental spending|
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