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Buying Decisions of the Parents
Pages 25 (6275 words)
Chapter 2. Literature Review Introduction The literature reviewed by the authorexaminedthe extent of influence that children have on the buying decisions of their parents. From a study of the various literature available on this topic, researchers have shown that children have exercised a good deal of influence on the parents’ decisions for buying products, especially among consumables such as breakfast cereal, aerated drinks, fruit juices, and popular electronic goods like mobile phones.
Older children exerted greater influence on their parents; a child’s gender was not a significant factor that influenced their parents’ buying decisions. Researchers have suggested that, the “family as a consuming and decision making unit is a central phenomenon in marketing and consumer behavior” (Commuri& Gentry, 2000, p. 1). Since the late 1960’s, marketing managers have identifiedthe central role of the family in decision making and consumption of products (Assael, 1998);family units havebeen at the center of interest of marketers and academics in the line of marketing (Moore, Wilkie, & Lutz, 2002; Shoham&Dalakas, 2005).Joint decisions by the consumer and family members work toward influencing or modifying the desire and disposition of the other family member toward a certain consumer good (Foxall, 1977). ...
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