invasive marketing and children marketing essay
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Invasive Marketing And Children Marketing EssayFor assignment help please contact
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Todays kids have more autonomy and decision-making power within the
family than in previous generations, so it follows that kids are vocal
about what they want their parents to buy. "Pester power" refers to
children's ability to nag their parents into purchasing items they may not
otherwise buy. Marketing to children is all about creating pester power,
because advertisers know what a powerful force it can be.
According to the 2001 marketing industry book Kidfluence, pestering or
nagging can be divided into two categories-"persistence" and
"importance." Persistence nagging (a plea, that is repeated over and over
again) is not as effective as the more sophisticated "importance nagging."
This latter method appeals to parents' desire to provide the best for their
children, and plays on any guilt they may have about not having enough
time for their kids.
The purpose of this research is to determine the degree or extent of
impact a child's opinion or persistence may have on parents' buying
behavior when it comes to inexpensive everyday items. We shall basically
be gathering data from parents using questionnaire's to determine
whether parents' feel their buying decisions are significantly affected by
their children's persistence.
Although the above is the research's primary objective, further study may
assist in determining how a child's persistence stands when weighed
against other significant driving forces such as cost or health concerns.
Problem Statement
To determine the degree or extent of impact a child's opinion or
persistence may have on parents buying behavior with respect to
variables such as parental age, education etc.
Proposed Research Hypotheses
H1: The Persistence from a child is a significant driving force behind the
    purchase decision taken by parents.
H2: Parents age has an effect on acceptance of children influence.
H3: Parents education has an effect on acceptance of children
                                 Â
 influence.
H4: Parents income has an effect on acceptance of children influence.
Outline of the Study
Chapter one includes the overview of variables, problem statement that
tells the possible impact of child persistence on parents buying decision
and four proposed research hypotheses with a brief outline of the study.
Chapter two includes the literature review. In this chapter Economic
Factors, Invasive Marketing, Pester Power and Parents Influence are
explained. Chapter three is comprised of method of data collection which
is personal survey, sampling technique which is non-probability
convenient sampling ,sample size which is fifty, instrument of data
collection, research model developed which supports the problem
statement. Chapter four includes the results which show the
relationships between variables. Lastly Chapter five includes conclusion,
discussions, and implications.
CHAPTER 2: LITERATURE REVIEW
The product preferences of children would appear to be motivated by a
range of influential factors. Social factors influence food choice and
eating habits, parents appear to be the most instrumental in teaching
their children consumer behavior through direct communication (McNeal
and Yeh, 1998; Caruana and Vassallo, 2003). Parents have the
opportunity to provide informational influence, as children perceive their
parents to be knowledgeable and observe their consumer behavior.
However, parents seem to be losing control of the buying situation to
their children, a fact supported by Schor (2006) who states that parents
are finding it increasingly difficult to deny children due to advertising
and marketing. This is due to the fact that they try to involve their
children in most of the family decisions including food purchases
(Gelperowic and Beharrell, 1998). Ahuja and Walker (1994) reports that
"mothers who shop with their kids wind up spending 30 percent more
then they originally intend and fathers spend 70 percent more". Today
children have more autonomy and decision-making power within the
family than in previous generations. The amount of influence exerted by
children varies by product category and stage of the decision making
process. For some products, they are active initiators, information
seekers, and buyers; whereas for other product categories, they influence
purchases made by the parents. This influence is termed as "Pester
power" which refers to children's' ability to nag their parents into
purchasing items they may not otherwise buy (Mintel, 2002). Marketing
to children is all about creating pester power as it is a powerful
marketing tool. Contemporary researchers express that children
constitute a major consumer market, with direct purchasing power for
snacks and sweets, and indirect purchase influence while shopping for
big-ticket items (Halan, 2002)
ECONOMIC FACTORS
Several factors will influence family purchase behavior of healthy foods.
Stein(1999) explain that children rely on their parents both to buy and to
pay for products they desire so the parents income can be a critical
factor when purchasing healthier food products. Healthy food may be
considered more expensive to purchase than junk food, a factor identified
as a barrier to healthy eating in research conducted by the Canadian
Diabetes Association (2002). There is evidence to suggest that people in
low income groups spend proportionally more of their income on food
than those in higher income groups Ralph and Ji (1996) suggest this may
have a negative impact on healthy eating practices. Walker (1994) report
that families on low incomes appreciate the importance of healthy eating,
however they are more concerned with avoiding waste and spending
within a budget. Changing to a healthy low cost diet would require more
than a minimal change to their current diet. To do so requires trial and
error and low income families have no margin for error
INVASIVE MARKETING AND CHILDREN
There is a deluge of information about products and services,
bewildering range of options and alternatives, endless promotions and
"special offers". Mitchell and Papavassiliou (2005) points out that
confused consumers are more vulnerable to deceptive marketing
practices and are not able to process information logically. Advertising is
instrumental in extending consumer confusion through information
overload brought about with too many complex and even conflicting
messages. These weaken the effect and decrease the recall rate of
individual messages thereby leading to more problems of decision
making. There is great concern about children as viewers of
advertisements primarily because young children are exposed to
Thousands of commercials each year in India (George, 2003) as well as in
the West (Kunkel, 2004).Marketing and advertising are accentuating
customer confusions to levels where passive delegation of decision
making has already been initiated. Quest for more disposable incomes
and better life style has left the customer with very little time to be
devoted to cognitive activity for decision making. Confused consumers
can often involve another person (i.e. spouse, family member, and friend)
in the purchasing decision or even delegate the task to them completely
(Mitchell and Papalassiliou 2005). Increasing customer confusion and
decreasing disposable time has thus lead to a state where in parents
have started involving children in the purchase decision making process
and have started passively delegating purchase decision responsibilities
to their children. Approximately, 80% of all advertising targeted to
children falls within four product categories: toys, cereals, candies, and
fast-food restaurants (Kunkel and Gantz, 1992). Halan (2002) opines that
"marketing to kids is no longer kid stuff". This study reflected that
parents considered the knowledge of children in terms of brands, models
and latest trends was much higher than their own and hence sought their
opinion in purchase decision of products. Children are very susceptible to
advertising, for example, McDonalds' Happy Meals came with a free
"Smurf" character in July 2002, one of nine characters which children
were encouraged to collect (Parents' Jury 2002). Mintel (2002) argues
that children are targeted directly with messages of what food products
to buy, which will influence them to pester their parents when shopping.
Parents often find it difficult to deny their children food that features
their favorite cartoon characters or celebrities that they have seen on
television (Keane and Willetts 1994).
PESTER POWER VERSUS PARENTAL INFLUENCE
The impressionistic minds of children try to force their parents to buy the
promoted products (Moschis and Churchill 1978; Moore 1982). McNeal
and Yeh (1997) demonstrate that children have great influence on their
parents' spending. In western literature, children have been reported to
wield a lot of influence in purchase decisions for children products such
as snacks, toys, children's wear and cereals. Children have been
observed to influence decisions for family products also, such as
holiday/vacations movies and eating at particular restaurants or even
decision making for the family to eat out (Williams and Veeck, 1998)
McNeal and Yeh (1997) point out that children have substantial input
into their parents' decision making related to weekend activities inside
and outside home. Comparatively in India, there is not much research
done on the Indian sample investigating the role of children in family
decision. Singh (2006) studied the role played by family members while
purchasing a television across five occupational categories: teachers,
doctors, businesspeople, lawyers, and engineers. The extent of influence
a child may have on a parent's purchase decision depends on at least two
factors: the child's assertiveness and the parent's child-centeredness.
(Kaur and Singh 2006).This influence can be at different stages of the
decision making process of families ranging from the stage of creating
awareness to the stage of actual buying behavior. St.Elmo Lewis
proposed a selling model in the 19th century (Strong 1925) which was
related to the decision making process for product purchase. The stages,
Attention, Interest, Desire, and Action, form a linear hierarchy. Simply
put, in order to be motivated to actually make a purchase, Lewis believed
that the fourth stage, Action, would come as a natural result of
movement through the first three stages; i.e., desire leads to action.
Children passively generate awareness, interest and the desire towards
products. For family activities, such as choice of vacations and
restaurants and consumer durables, research has shown that the
influence exerted by children is more in the Relationship between
Parental Overindulgence and Buying Behavior in problem recognition
stage and search stages and decreases considerably in final decision
making. However a study done by, Holdert and Antonides (1997)
reported that children's Influence was higher in the later stages of the
decision making process- that is, at the time of alternative evaluation,
choice, and purchase, for four purchases (holidays, adult and child
clothing, and sandwich filling). The buying intentions may be mediated
by parents. Thus parental authority holds significance in the purchase
decisions. Parents of young children have an important role to play in
protecting their kids from invasive marketing, and in educating them
about advertising from an early age.
PARENTS ARE UNDER THE EFFECT OF THEIR CHILDREN
In the 1950s, researchers in sociology started considering the
importance of children as consumers. In the 1960s, they expanded their
study on children to include their understanding of marketing and retail
functions, their influencing role in parent's purchase decisions and the
effect of parents and peers on their consumption patterns (Schor, 2006).
Children are an important social group, whose commercial importance
continues to grow. Advertising creators and marketing sales persons
therefore try to find the right formula that will address this group and
will also not come into conflict with ethics and the law. Parents who
satisfy children's requests encourage children to be attentive to
advertising and to ask for things more frequently, while parents, who
discuss children's requests, encourage them to develop skills in selecting
and interpreting product information (Caruana, and Vassallo, 2003).
Children`s want to possess products they have seen on television. This is
called "pester power," which means that children pester their parents or
other adults to buy things for them (Mitchell and Papalassiliou, 2005). In
U.K. parents spend approximately £7 more when supermarket shopping
with children than without them. If children wage a campaign of requests
and demands in advance of birthdays and Christmas, pester power shows
its effect in long term. For example, Stein (1999) pointed out three
quarters of children had started asking for Christmas presents before
October. On the other side children's pestering can lead to family
conflicts when parents refuse to buy products because of they cannot
afford to buy them or because of they think that they are inappropriate
for their children such as snack foods. Thus this situation may cause to
anger, frustration, and disappointment (Moschis, 1978). Children try to
get from their parents what they want by force and they nag their
families to buy food they have seen advertised. In order to obtain their
wishes, they can effectively play on parents tender spots. In the UK one
in five families are described they have battles over food nearly every
mealtime. On the other hand pester power is not only fostered through
the media. The dynamics arise in the family and it is a part of the culture.
For instance children appear to pester more in Sweden where the
advertising aimed at children is banned compare to Spain where it is
relieved (George, 2003). Children's pestering their parents for a product
they have just seen advertised on TV is often taken as evidence of
immediate effects (Dubois, 2000). Goldstein denies any such connection,
arguing that playmates are the principal influence on children's wants
and desires. Children have not got strong buying power but they do have
"pester power." Generally, busy parents choice the easy way and they
give in to children`s constant pestering. Children are very demanding
consumers from the marketing aspect (Hansen, 2005). Because
advertisers consider that brand loyalty begins early in life and childhood
experiences continue throughout a lifetime. Advertisement may easily
address children, but to be able to truly aim the marketing message well
is highly difficult. Because of effectiveness of advertising to children,
most countries which including Sweden, have banned advertisements on
television and radio programs targeted children under 12. Belgium has
forbidden commercial`s during children`s programs and Australia has
forbidden advertisements during television programming targeted at
preschoolers. As children become more independent viewers with access
to their own televisions and videos, parents have less control over what
children watch and less opportunity to discuss advertisements that might
have been seen during family viewing.
CHAPTER 3: RESEARCH METHODS
Method of Data Collection
As our research study is descriptive and sources of information are
primary, therefore we have used personal type of survey to collect the
data. First of all data collection process was planned properly and then
instrument was developed accordingly. Lastly actual data was collected
and compiled.
Sampling Technique
As the number of elements is unknown, we have used Non-probability
sampling technique. To collect data in proper and convenient way,
Convenience sampling is used. Parents are easily accessible so it is most
beneficial of all other sampling techniques.
First of all the population was defined, and then sampling frame was
determined. After determination of sampling frame, sampling technique
was decided. Once the technique is decided, sample size was decided
too. At last, the sampling process was executed.
Sample Size
The proposed number of respondents is fifty (50).
Instrument of Data Collection
To study the effects of parent's characteristics on their acceptance of
child influence on purchasing decision, a questionnaire is developed
comprising of thirteen questions. First nine question ask the parents
whether they take their children to grocery shopping with them, do they
listen to their demands, are they concerned with item that are unhealthy,
are they concerned with the price of the products, do they regret their
decisions later on, whether they discuss shopping of expensive luxury
item with children, do they ask them where to go for dinner, whether the
products used by parents are bought by the choice of their children and
do they fear making a decision that will upset their children. Tenth,
Eleventh and Twelfth questions are of age, income and education
respectively.
In short the questionnaire was designed to collect data about parental
buying behavior.
Validity and Reliability test
The instrument used here is valid and reliable. Because it is specifically
designed to collect data required to study the effects of parent's
characteristics on their acceptance of child influence on purchasing
decision.
Therefore data collected through this instrument is also valid and reliable
and leads us to more useful and specific results.
Research Model Developed
Figure 3.1
Children's Influence
Parental Buying Decision
Our research model shows that child's influence is the independent
variable whereas parental buying decision is the dependent variable.
Statistical Technique
After data entry we have used the frequency tables to analyze the results,
moreover percentages are used to explain and simplify the data.
CHAPTER 4: RESULTS & FINDINGS
4.1 RESULTS IN PERCENTAGE WITH RESPECT TO PERSISTENCE
I always take my children with me for our grocery shopping
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
80%
2%
18%
I always give in to my children's demands in the supermarket, when they want products of their choice rather than mine
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
60%
12%
27%
I often buy products that are not the right choice in terms of health options because of my children.
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
52%
32%
16%
I often buy products that are not the right choice in terms of price options because of my children.
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
60%
26%
14%
I often regret the purchase decisions I make when under pressure from my child/children.
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
54%
22%
24%
I always discuss purchasing options of expensive luxury items with my children.
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
38%
40%
22%
Things that I use for myself, I often buy based on my children's choice.
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
22%
64%
14%
I always dine at the place where my children love to go
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
86%
10%
4%
I fear making a decision that my children would end up making a disturbance about
Agree Proportion
Disagree Proportion
Un Decided Proportion
Respondents
32%
34%
34%
4.2 RESULTS IN PERCENTAGE WITH RESPECT TO AGE
I always take my children with me for our grocery shopping
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
87.5Â %
0Â
12.5%Â
30-40 Years
80%Â
0Â
20%Â
41-51 Years
66 %
22.22%Â
11.11%Â
Â
Â
Â
Â
I always give in to my children's demands in the supermarket, when they want products of their choice rather than mine
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
43.75%Â
6.25%Â
37.5%Â
30-40 Years
 64%
 12%
24%Â
41-51 Years
 55.55%
 22.22%
22.22%Â
Â
Â
Â
Â
I often buy products that are not the right choice in terms of health options because of my children.
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
37.5%Â
 12.5%
50%Â
30-40 Years
 60%
16%Â
24%Â
41-51 Years
 55.55%
44.44%Â
0Â
Â
Â
Â
Â
I often buy products that are not the right choice in terms of price options because of my children.
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
 43%
43%Â
14%Â
30-40 Years
 72%
12%Â
16%Â
41-51 Years
55.55%Â
22.22%Â
22.22%Â
Â
Â
Â
Â
I often regret the purchase decisions I make when under pressure from my child/children.
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
37.5%Â
37.5%Â
25%Â
30-40 Years
 60%
12%Â
28%Â
41-51 Years
 66.66%
22.22%Â
11.12%Â
Â
Â
Â
Â
I always discuss purchasing options of expensive luxury items with my children.
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
12.5%Â
56.25%Â
31.25%Â
30-40 Years
48%Â
32%Â
20%Â
41-51 Years
 55.55%
33.33%Â
11.11%
Â
Â
Â
Â
Things that I use for myself, I often buy based on my children's choice.
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
 12.5%
68.75%
18.75%
30-40 Years
 32%
56%
12%
41-51 Years
11.11%Â
77.77%
11.11%
Â
Â
Â
Â
I always dine at the place where my children love to go
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
 75%
12.5%
12.5%
30-40 Years
 88%
12%
0
41-51 Years
 100%
0Â
0
Â
Â
Â
Â
I fear making a decision that my children would end up making a disturbance about
AGE Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
19-29 Years
25%
37.5%
37.5%
30-40 Years
44%
28%
28%
41-51 Years
11%
44.44%
44.44%
Â
Â
Â
Â
4.3 RESULTS IN PERCENTAGE WITH RESPECT TO EDUCATION
I always take my children with me for our grocery shopping
Education Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Intermediate or less
100%Â
0
0
Bachelors or equivalent
84.6%
 3.9%
11.5%
Masters or equivalent
72.72%
0
27.27%
Â
Â
Â
Â
I always give in to my children's demands in the supermarket, when they want products of their choice rather than mine
Education Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Intermediate or less
0Â
0
100%
Bachelors or equivalent
61.53%
15.38%
19.23%
Masters or equivalent
40.90%
45.45%
13.63%
Â
Â
Â
Â
I often buy products that are not the right choice in terms of health options because of my children.
Education Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Intermediate or less
0Â
100%
0
Bachelors or equivalent
65.38%
15.38%
19.23%
Masters or equivalent
40.90%
45.45%
13.63%
Â
Â
Â
Â
I often buy products that are not the right choice in terms of price options because of my children.
Education Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Intermediate or less
50%Â
50%
0
Bachelors or equivalent
73.07%
11.5%
15.38%
Masters or equivalent
 45.45%
40.90%
13.63%
Â
Â
Â
Â
I often regret the purchase decisions I make when under pressure from my child/children.
Education Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Intermediateor less
50%Â
0
50%
Bachelors or equivalent
69.23%
11.53%
19.23%
Masters or equivalent
36.36%
36.36%
27.27%
Â
Â
Â
Â
I always discuss purchasing options of expensive luxury items with my children.
Education Scale
Agree Proportion
Dis Agree Proportion
Un Decided Proportion
Intermediate or less
0Â
100%
0
Bachelors or equivalent
46.15%
38.46%
15.38%
Masters or equivalent
31.81%
36.36%
31.81%
Â
Â
Â
Â
Things that I use for myself, I often buy based on my children's choice.
Education Scale
Agree Proportion
Dis Agree Proportion
Un Decided Proportion
Intermediate or less
0Â
100%
0
Bachelors or equivalent
26.92%
65.38%
7.69%
Masters or equivalent
18.18%
59.09%
22.72%
Â
Â
Â
Â
I always dine at the place where my children love to go
Education Scale
Agree Proportion
Dis Agree Proportion
Un Decided Proportion
Intermediate or less
100%Â
0
0
Bachelors or equivalent
88.46%
11.53%
0
Masters or equivalent
81.81%
9.09%
9.09%
Â
Â
Â
Â
I fear making a decision that my children would end up making a disturbance about
Education Scale
Agree Proportion
Dis Agree Proportion
Un Decided Proportion
Intermediate or less
0Â
50%
50%
Bachelors or equivalent
42.30%
26.9%
30.76%
Masters or equivalent
22.7%
40.90%
36.36%
Â
Â
Â
Â
4.4 RESULTS IN PERCENTAGE WITH RESPECT TO INCOME
I always take my children with me for our grocery shopping
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
 90.90%
0
9.09%
Rs 41000 - Rs 60000
78.94%
0
21.06%
Rs 61000 - Rs 80000
82.35%
0
17.64%
Rs 80000 and above
33.33%
33.33%
33.33%
Â
Â
Â
Â
I always give in to my children's demands in the supermarket, when they want products of their choice rather than mine
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
 18.18%
9.09%
72.72%
Rs 41000 - Rs 60000
63.15%
5.2%
31.57%
Rs 61000 - Rs 80000
76.47%
23.5%
0
Rs 80000 and above
100%
0
0
Â
Â
Â
Â
I often buy products that are not the right choice in terms of health options because of my children.
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
45.45%Â
27.27%
27.27%
Rs 41000 - Rs 60000
42.10%
42.10%
15.78%
Rs 61000 - Rs 80000
64.70%
23.52%
11.76%
Rs 80000 and above
66.66%
33.33%
0
Â
Â
Â
Â
I often buy products that are not the right choice in terms of price options because of my children.
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
45.45%Â
36.36%
18.18%
Rs 41000 - Rs 60000
52.36%
26.31%
21.05%
Rs 61000 - Rs 80000
76.47%
17.64%
5.8%
Rs 80000 and above
66.66%
33.33%
0
Â
Â
Â
Â
I often regret the purchase decisions I make when under pressure from my child/children.
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
9.09%Â
63.63%
27.27%
Rs 41000 - Rs 60000
42.10%
26.31%
31.57%
Rs 61000 - Rs 80000
41.17%
47.05%
11.76%
Rs 80000 and above
100%
0
0
Â
Â
Â
Â
I always discuss purchasing options of expensive luxury items with my children.
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
9.09%Â
63.63%
27.27%
Rs 41000 - Rs 60000
42.10%
26.31%
31.57%
Rs 61000 - Rs 80000
41.17%
47.05%
11.76%
Rs 80000 and above
100%
0
0
Â
Â
Â
Â
Things that I use for myself, I often buy based on my children's choice.
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
0Â
100%
0
Rs 41000 - Rs 60000
21.05%
42.10%
36.84%
Rs 61000 - Rs 80000
35.29%
64.70%
0
Rs 80000 and above
33.33%
66.66%
0
Â
Â
Â
Â
I always dine at the place where my children love to go
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
81.81%Â
9.09%
9.09%
Rs 41000 - Rs 60000
84.21%
12.5%
5.2%
Rs 61000 - Rs 80000
88.23%
11.76%
0
Rs 80000 and above
100%
0
0
Â
Â
Â
Â
I fear making a decision that my children would end up making a disturbance about
Income Scale
Agree Proportion
Disagree Proportion
Un Decided Proportion
Rs 21000 - Rs 40000
 9.09%
36.36%
54.54%
Rs 41000 - Rs 60000
42.10%
31.57%
26.31%
Rs 61000 - Rs 80000
35.29%
41.17%
23.52%
Rs 80000 and above
33.33%
0
66.66%
Â
Â
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4.5 FINDINGS:
After thorough and critical analyses of the data taken from the
respondents following outcomes have been received;
As far as heaping praise on children demands all age groups, educational
and income level (above Rs. 41000 to Rs. 80000 above) form consensus
and falls in an agreement to children demands.
Majority of the respondents having education level master's and
equivalent disagree when asked whether they buy product that are not
right in terms of health. Meanwhile, the rest agreed.
Respondents aged 19 - 29 years forms equal proportion i.e. 43% both on
an agreement and disagreement when faced with question whether they
opt to go for the product that is not right in terms of the price.
When asked if the respondents feel pressured from his/her children while
shopping, all end up with mixed opinions, especially respondents having
age 19 years to 29 years with intermediate level of education and having
income level Rs. 21000 to Rs 40000 disagree, meanwhile income level
from Rs.61000 to Rs 80000 also disagree.
Respondents of all age, education and income level formed disagreement
except those having income level above Rs. 81000 end up in 100%
agreement when asked whether they involve their children in decision
making for the luxury items.
All respondents from all age, income and education level built consensus
on agreement when asked about the restaurant they go that is preferred
by their children
When asked if the respondents prefer the advice of his/her children for
the things they buy for their own use, all of them disagree strongly.
CHAPTER 5: CONCLUSION, DISCUSSIONS AND IMPLICATIONS
Conclusion
In conclusion, we can deduce that there is a strong relationship between
the children's influence and the buying behavior of the parents, but not
for every product or service as above findings depicted that most of the
time parents do not bother their child's persistence when they buy the
products and services that are luxury and for their personal use.
Analysis has also proved that child's persistence do influence in buying of
the product and services that are of routine use, grocery items, laundry
items (to some extent), clothes, toys off course, electronic goods
(especially related to kids), restaurants, entertainment place and venues,
and sports goods.
Study has also reveled that education, age and the income level also
influence the parent's behavior in response to their child's persistence for
any specific product and service. On most of the occasions child's
persistence for a specific product is only entertained because of the
enough buying power of his/her father/mother, it also shows that
respondents having enough buying power avoid pastor behavior of
his/her child by buying him what he wants no matter whether it's
expensive or injurious for health. In this case income level of the
respondent played the part. Similarly the age and education level also
change the behavior of the parents when they faced with their child's
persistence.
Discussions and Implications
Child persistence has a very strong relationship with the buying decision
made by parents especially when the products are of related to children
use. The influence varies product to product and service to service. This
serves the marketers to formulate strategy that best arouse the pester
behavior in the child and let the child to influence and force his/her
parents to buy product.
The research has revealed that children had more impact on the
selection of products that are children specific than the products that are
luxury and those used by adults. The results in the study vary with
respect to the age, education and income level.
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