Understanding the Factors Affecting the Influence of Children on Their Parents' Total Purchases

Understanding the Factors Affecting the Influence of Children on Their Parents
Ph.D.
Dissertation
Marketing
Pages 21 (5271 words)
Download 0
UNDERSTANDING THE FACTORS AFFECTING THE INFLUENCE OF CHILDREN ON THEIR PARENTS’ TOTAL PURCHASES by Paul R. Tomko Dr. Clifford Butler, PhD, Faculty Mentor and Chair Dr. Christopher Lucarelli, PhD, Committee Member Dr. Linda Dell’Osso, PhD, Committee Member William A…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

Integrated Marketing communication: Consumer behavior and factors affecting on decision-making
Consumers usually receive the needed stimuli to trigger the need for something from both the surroundings as well as the assorted viewpoints of the marketing approaches for various goods and services. The consumers respond to these stimuli through the purchase or failure to purchase the product that had formerly been acknowledged. In the steps of receiving the stimuli from the surroundings or the…
Critical Factors that Influence Supplier Selection
Capacity Capacity refers to a subject’s potential to meet particular expectations. An organization within a supply chain has demands to meet and requires necessary and sufficient supplies to meet such demands. As a result, a supplier’s ability to meet required capacity in delivery is of great importance. A good supplier should therefore be one that is able to deliver orders according to…
Distributor success : factors influence the performance of Multi-Level marketing sales force in direct selling organisaion in Th
Amway, Giffarine, Nu skin Enterprises, Zhulian, and SISEL International). Research Findings: The multiple regression test result shows that factors such as staying committed to the company, creating a positive perception on MLM business, and the length of time the distributor decided to stay in a direct selling business all equally increases the distributors’ success whereas commission earned by…
An examination of factors affecting Inditex's online sales market in Russia
Much of the transactions over the Internet are performed without person-to-person interaction between the store representatives and consumers, and without the consumers viewing and inspecting the actual item to be purchased. Online purchase transactions are intrinsically based on intangible promises, which fact explains the natural reluctance of most consumers to immediately transact over…
Factors Affecting Marketing Strategy
The product type dealt with in this study for the development of advertising campaign is “Off-Brand Cereal,” which has a low involvement. Low involvement products refer to a set of products wherein the consumer takes the decision to purchase or consume it based on less information, as the products are used on a regular basis and have a relatively low price as compared to other products. Low…
Factors Affecting Marketing Strategy
In this sense, Dr. Thunder can be asserted as being a low-involvement brand. There have been no major advertising campaigns run by Wal-Mart to market Dr. Thunder as a brand. For this reason, the recommended marketing strategy is a newly developed. The reason behind developing a new marketing strategy for Dr. Thunder is to highlight the subliminal attraction of the brand, as the brand name is…