Influence of Children on Family Purchase Decisions

Forschungsarbeit , 2015 , 43 Seiten

Medien / Kommunikation - Public Relations, Werbung, 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.

Inhaltsverzeichnis (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
• 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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research project aims to analyze the impact of children on family purchase decisions. The study focuses on understanding the factors that influence children to influence their parents in buying decisions, highlighting the significance of children's role within families. The research uses both quantitative and qualitative data to explore this phenomenon.

• The role and influence of children in family purchase decisions
• Factors influencing children's impact on family purchases
• The importance of children's demographics and socio-economic status in purchase decisions
• The impact of exposure to information and advertising on children's influence
• The implications of these findings for marketers and retailers

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction: This chapter introduces the research project, outlining its significance, problem statement, research questions, hypotheses, objectives, scope, justification, limitations, and assumptions.
• Chapter 2: Theoretical Framework: This chapter provides a theoretical foundation for the research, exploring key concepts related to children's influence on family purchase decisions. It examines factors like parent demographics, employment status, socio-economic status, family communication, and child demographics.
• Chapter 3: Literature Review: This chapter presents a comprehensive review of existing literature on children's role in purchase decisions, including their impact in Pakistan, the relationship between product type and children's influence, and the influence of demographics and geographical changes.
• Chapter 4: Research Methodology: This chapter details the research design, procedure, population, and data collection methods used in the study. It describes both quantitative and qualitative approaches, including sampling methods and sample size.
• Chapter 5: Quantitative and Qualitative Analysis: This chapter presents the findings of the research, analyzing the collected data through correlation and regression analyses, as well as qualitative interview responses.

Schlüsselwörter (Keywords)

This research focuses on the influence of children on family purchase decisions, exploring factors like parent demographics, socio-economic status, family communication, product type, and exposure to information and advertising. Key concepts include children's role in purchase decisions, their influence on parents, and the implications for marketers and retailers.

• Hochschule: Shaheed Zulfikar Ali Bhutto Institute of Science & Technology
• Veranstaltung: Master of Business Administration
• Autoren: Rizwan Raheem Ahmed (Autor:in), Nofel Ameen (Autor:in), Emad Shaikh (Autor:in), Fahad Shahzad Memon (Autor:in)
• Erscheinungsjahr: 2015
• Seiten: 43
• Katalognummer: V305644
• ISBN (eBook): 9783668056893
• ISBN (Buch): 9783668056909
• Sprache: Englisch
• Schlagworte: influence, children, family, purchase, decisions