Influence of Children on Family Purchase Decisions

Research Paper (postgraduate) , 2015 , 43 Pages

Communications - Public Relations, Advertising, Marketing, Social Media

In the recent years the influence level of children have shown dramatic changes and major variations depending upon factors and different norms and values. Family purchase decision are being influenced by children by a greater extent. Hence, all these developments and changes have resulted in creating the need to gauge and identify certain variables which impact children to influence their family in purchase decision making.
Moreover, this would also highlight the overall importance and role of children within the family. Therefore the aim of this study was to test certain factors which creates impact on children to influence their parents. This was supported by conducting of quantitative (questionnaires) and qualitative survey (unstructured interviews). In order to achieve the research objectives around 230 respondents through quantitative and 5 through qualitative approach were analyzed.

This research will be beneficial for the store owners & marketers/researchers to identify and create effectives strategies which would impact the children to influence their parents in the purchase decisions. However this research is limited to Karachi only as a result of budget and time constraints, therefore for further study this research can also be based on a wider scope i.e., outside Karachi including maximum variables that can affect the children to influence in the family purchase decision. This would allow to further analyze and get more insights over the topic.

Table of Contents

1.0 Introduction
1.1 Significance of Research
1.2 Problem Statement
1.3 Research Questions
1.4 Hypothesis
1.5 Research Objectives
1.6 Scope
1.7 Justification
1.8 Limitations
1.9 Assumptions

2.0 Theoretical Framework
2.1.1 Parent’s demographics
2.1.2 Employment status
2.1.3 Socio Economic Status
2.1.4 Family Communication
2.1.5 Childs demographics (Age of the child)
2.1.6 Number of children
2.1.7 Gender
2.1.8 Type of product
2.1.9 Proposed Model

3.0 Literature Review
3.1 Role and importance of children in purchase decision
3.1.2 Children role in Family purchase decision in Pakistan
3.1.3 Relation with Product Type
3.1.4 Concern of children towards purchasing typical products
3.1.5 Children related products
3.2 Impact through Demographics and Geographical changes
3.2.1 Age of child
3.2.2 Change in Country
3.2.3 Social Class & cultural changes
3.2.4 Income Level and price of a product
3.3 Exposure towards information (Socialization & Advertisement)
3.4 Influence in the purchases of same Branded and unbranded products
3.4.1 Frequency of stimuli exposure

4.0 Research Methodology
4.1 Research Design
4.1.1 Quantitative Research:
4.1.2 Qualitative Research:
4.2 Procedure
4.3 Population Following is the criteria of our target market:
4.4 Data Collection
4.4.1 Sampling Method:
4.4.2 Sample Size

5.0 Quantitative and Qualitative Analysis
5.1 Correlation Analysis
5.2 Regression Analysis
5.3 Interview Responses

6.0 Conclusion, Discussion and Recommendation

7.0 References

8.0 Appendix

• College: Shaheed Zulfikar Ali Bhutto Institute of Science & Technology
• Course: Master of Business Administration
• Authors: Rizwan Raheem Ahmed (Author), Nofel Ameen (Author), Emad Shaikh (Author), Fahad Shahzad Memon (Author)
• Publication Year: 2015
• Pages: 43
• Catalog Number: V305644
• ISBN (eBook): 9783668056893
• ISBN (Book): 9783668056909
• Language: English
• Tags: influence, children, family, purchase, decisions