influential habits of children on parent’s snackthis self-administered questionnaire was filled by...

Journal of Business Administration and Management Sciences

Vol. 01 Issue No. 01

71

IMPACT OF INFLUENTIAL HABITS OF CHILDREN ON PARENT’S SNACK

FOODS BUYING DECISIONS IN PAKISTAN

Erum Ghayas* Riaz Hussain Soomro**

ABSTRACT

Influential habits of Pakistani children and buying habits of parents are discrete from their

western counter parts due to difference in culture, norms, social system and religion. Parents

have varying degree of control due to family structure. This study aims to explore the influence

of Pakistani children on the buying decisions of their parents across the category of snack

foods. This self-administered questionnaire was filled by 103 parents in Karachi, Pakistan. The

study hypothesized that whether or not the parent’s snack foods, buying decisions are

influenced by their children. In case of easy to prepare food, children do significantly influence

on parents buying decisions in case of instant and frozen food as well as spreads and jams.

However, the impact was insignificant in case of cereals. In case of ready to eat food, parents

do not accept the influence of children in case of fizzy drinks and juices however in case of

confectionary items as well as crispy chips results are insignificant. The implication of the

study is that the owners of super store markets should design their marketing strategies

separately for items where the children influence buying decision of their parents.

Keywords: Influence, buying decisions, snacks, children, parents, Pakistan.

JEL Classification: D19, M00

1. INTRODUCTION

Family member’s role in purchase decisions is important. The role of family members in the consumer decision-

making process is changing. Children may influence their parents buying decision because of various reasons like

family structure, nuclear family system, or demographics all around the globe1. Among many family purchase

decisions, consumers have to decide about foods items to be purchased from mega stores. One of the important food

items for mega stores is the special category of food commonly known as snacks. Snacks normally include potato

chips, confectionery items such as candies and chocolates, etc. Moreover, it also includes popcorn, crackers,

cookies, muffins, instant noodles, cereals, frozen samosas, nuggets, various types of spreads, processed French fries,

beverages including soft drinks, milk shakes, juices etc.

A study from China revealed the popularity of snacks in all age groups and it was found that as compared to adults

1 George Belch, Michael Belch, and Gayle Ceresino, Parental and teenage child influences in family decision

making, (Journal of business research), 13, no. 2 (1985) 165.

*MS Student, Hamdard Institute of Management Sciences, Hamdard University, Karachi.

**Corresponding Author, Associate Professor Institute of Health Management Dow University of Health Sciences

Email: [email protected]



72

children consume snacks2. Therefore, it is important for mega stores to identify the role children play in influencing

their parents to purchase snacks items. The mega stores owners in Pakistan may also be interested in finding out the

contribution of snacks purchasing decisions in overall sales revenue especially when parents purchasing decisions

must be influenced by the children. Such type of researches has also been conducted in various other countries like

USA3, China4, Iran, India and Indonesia etc5. Since there is a great difference in norms, values, cultures around the

globe therefore such studies are important to be conducted in developing countries like Pakistan.

It is important to analyze the influence of children on parents buying decisions of snacks. Working mothers would

prefer snacks that are ready-made or ready to eat, the reasons being that they do not have enough time to prepare the

food. However, the children may influence their parents to purchase either easy to prepare food or ready to eat. In

the absence of adequate research available in Pakistani context, advertisers, marketers, storeowners are directing

their efforts in every direction blindly. They are targeting people belonging to every age group i.e. adults, children

and senior citizens in all categories of described snacks without identifying the role of initiator and influencer.6

2. LITERATURE REVIEW

In the area of marketing researches have been carried out on consumers buying behaviors and influence of family

members on final purchase decision. Family buying decisions are more complex probably because of the probability

of varying degrees of joint decisions and magnitude of role played by each member in decision making.

2 Zhi-Hong Wang, Feng-Ying Zhai, Shu-Fa Du, and Barry Popkin Dynamic shifts in Chinese eating behaviours,

(Asia Pacific journal of clinical nutrition), 17, no. 1 (2008), 124. 3 Dale Kunkel, Dana Mastro, Michelle Ortiz, and Christopher McKinley, Food marketing to children on US

Spanish-language television, (Journal of health communication), 18, no. 9 (2013):1087.

Michael Belch and Laura Willis, Family decision at the turn of the century: Has the changing structure of

households impacted the family decision‐making process?, (Journal of Consumer Behaviour), 2, no. 2 (2002), 111-

112. 4 Laura Flurry and Ann Veeck, Children's relative influence in family decision making in urban China, (Journal of

Macromarketing), 29, no. 2 (2009) 151-152. 5 Kambiz Hanzaee and Fereshteh Lotfizadeh, Influence of family structure on consumer decision-making style in

Iran, (International Journal of Business and Management), 6, no. 11 (2011): 297

Monica Chaudhary and Aayushi Gupta, Children's influence in family buying process in India, (Young Consumers),

13, no. 2 (2012), 164. 6 Hanzaee and Lotfizadeh, Influence of, 297 Chaudhary and Gupta, Children's influence, 167-168



73

2.1. Children’s Influence

Research on consumer behavior over the past years concluded that the family purchase decisions are not always the

result of individual choice, but instead family members exert influence on each other7. Another study conducted in

India reveals that children plays a role of influencer in products in which they are the only consumers such as

beverages, cloth etc. This study also revealed that parents are the final decision makers especially in case of

expensive products8.

The tendency of children to exert pressure over their parents is sometime referred as pester power in West, although

there is no concrete definition of pester power. pester power can be defined as ability of children for asking some

item again and again9. Previous studies specify pester power, its influence through commercials, making product

requests especially for food. It also includes different strategies employed by children for requesting parents10. He

also concluded that "pester power" is something which children use to influence their parents but this is a positive

process rather than negative and all the players i.e. parents and children enjoy the process. Marketers should direct

their efforts on children in socially responsible manner especially if we try to understand the implication of concept

of Pester Powers.

The first who tried to develop understanding of the role of children in marketing where children constitute a separate

but significant segment of market11. After conducting in depth interviews with children recognize four influencing

strategies i.e. persuasion, bargaining, emotional and reasoning, in persuasion strategy, they try to persuade their

parents in order to direct buying decision in their favor, in bargaining strategy they form agreements on the basis of

7 Kathy Hamilton and Miriam Catterall, Consuming love in poor families: children's influence on consumption

decisions, (Journal of Marketing Management), 22, no. 9-10 (2006), 1032. 8 Chaudhary and Gupta, Children's influence, 168 9 Ruth-Blandina Quinn, Advertising and children, (Dublin: Broadcasting Commission of Ireland) (2002), 7

Laura McDermott, Terry O’Sullivan, Martine Stead, and Gerard Hastings, International food advertising, pester

power and its effects, (International Journal of Advertising), 25, no. 4 (2006), 513.

Martino, How Marketers Target Kids, (2004), 1

Alexander Nicholls and Peter Cullen, The child–parent purchase relationship:‘pester power’, human rights and

retail ethics, (Journal of Retailing and Consumer Services), 11, no. 2 (2004) 78 10 Cathriona Nash and Serge Basini, Pester power: it's all in “the game”, (Young Consumers), 13, no. 3 (2012), 269 11 Lewis Berey and Richard Pollay, The influencing role of the child in family decision making, (Journal of

Marketing Research), (1968), 70-71



74

mutual benefit, in emotional strategy they use intentionally some emotional appeals either directly or indirectly and

in reasoning strategy they tend to provide solid reasoning to purchase a particular product. 12

Fifteen influence strategies children adopt to influence their parents. He further classifies them based on three

aspects i.e. directness, bilateralism and strength. It is concluded after a study conducted in Dehli that the family

characteristics such as income and number of children also have significant impact on choice of influencing

strategies13. Family members don't decide individually rather they decide collectively while they purchase any

product and even that collective decision making is more children centered. Children try to exert great influence

when product is required for their own consumption.

Children adopt different ways in order to influence final buying decision taken by parents14. In past research on

strategies used by children in order to influence final purchase decisions were also conducted. They used various

strategies and techniques to influence final buying decision of their parents. They may start requesting, forcing some

time they become angry etc.

Advertisements on TV channels have an impact on making children influential in family purchases. According to a

study from Pakistan, advertisements have an impact on child's choice and wellbeing and children of young age15.

There is a variation in decisions made by children with respect to different product a category depending upon the

product, either it is for direct consumption of children or entire family. Previous work explained approximately 18%

variation in influence16. Adolescents, while trying to influence the purchase decision made by family also use

Numbers of strategies. These strategies are directive, expert, legitimate, emotional, persuasions, requesting and

bargaining17. We cannot ignore age of the children as an important factor. Children become more influential at

adolescent level. They possess their own developing skills as they gradually grow18. Parents consult their children

(5-11 year old) directly for shopping of toys, food and color of the product. In contrast teenagers use some tactics

12 Kay Palan and Robert Wilkes, Adolescent-parent interaction in family decision making, (Journal of Consumer

Research), 24, no. 2 (1997), 161. 13 Akhter Ali, N. Ravichandran and D. K. Batra, Children’s choice of influence strategies in family purchase

decisions and the impact of demographics, (Vision: The Journal of Business Perspective), 17, no. 1 (2013): 32. 14 Flurry and Veeck, Children's relative, 152-153. 15 Muhammad Haroon, Tahir Masood Qureshi, Muhammad Zia-ur-Rehman, and Mansoor Nisar, Does the Food

Advertisement on Television Have the Impact on Children's Food Purchasing Behavior? A Study Based on Pakistan

Food Advertisement, (International Journal of Business and Management), 6, no. 1 (2011), 284. 16 Roger Jenkins, The influence of children in family decision-making: parents' perceptions, (NA-Advances in

Consumer Research Volume), 06 (1979), 414. 17 Palan and Wilkes, Adolescent-parent interaction, 163. 18 George Moschis, The role of family communication in consumer socialization of children and adolescents,

(Journal of Consumer Research), 11, no. 4 (1985), 904-905.



75

and strategies to show their inclination towards purchasing some specific kind of product like using emotions,

begging or try to exert influence by asking repeatedly for shoes, cloths, playing instruments etc19. Many children try

to influence purchase decision after a doctor's consultation and take their family into concern regarding their

purchase of products desired products like toothpaste, soap, toothbrush, tracksuit etc20.

2.2. Parents Buying Decision

In developing countries like Pakistan, normally head of the family takes final purchase decision. He may be father or

grandparent of the child. Mothers also make decisions in few cases.

Decision-making process is a joint process when food shopping, where by participating and performing various

tasks children and parents influence final decision. In Pakistan, a study by Ishaque and Tufail also indicated a strong

correlation between child's influence and family purchase decisions. 21

One study shows that as compared to man, women play more roles in family decision-making process. They take

interest in purchasing, assessing the quality of the goods and above all actively involve themselves in the negotiating

for lesser price of the things, goods or instruments the family want to purchase. Whereas men have minimum

interest as they think it is wastage of time22.

According to Beatty and Talpade, children influence on purchase decision of parents is also affected by family

income. There is a direct relationship between income level of family and purchase decision. They have minimum

influence is how much to spend decisions. 23

There is a significant impact of the family structure buying decisions. Therefore, the children who belonged to non-

traditional families attributed larger influence to themselves24. I is found that children belong to single-parent family

are significantly more likely to spend money independently while going for shopping25. They purchase products

with their own money as compared with children belong to traditional families. As compared to intact and

19 Palan and Wilkes, Adolescent-parent interaction, 163-164. 20 Farhat Moazam, Families, patients, and physicians in medical decisionmaking: a Pakistani perspective, (Hastings

Center Report), 30, no. 6 (2000), 31. 21 Amir Ishaque and Muhammad Tufail, Influence of Children on Family Purchase Decision: Empirical Evidence

from Pakistan, (International Review of Management and Business Research), 3, no. 1 (2014), 166-167. 22 John Scanzoni, Changing sex roles and emerging directions in family decision making, (Journal of Consumer

Research), 4, no. 3 (1977), 185-186. 23 Sharon Beatty and Salil Talpade, Adolescent influence in family decision making: a replication with extension,

(Journal of Consumer Research), 21, no. 2 (1994), 335. 24 JoAnne Labrecque and Line Ricard Children's influence on family decision-making: a restaurant study, (Journal

of Business Research) 54, no. 2 (2001), 174. 25 Horst Stipp, Children as Consumers, (American demographics), 10, no. 2 (1988), 27-28.



76

stepfamilies adolescents have more equality and increased influence on the family due to absence of parent coalition

factor. Further, it also depends upon how those parents play their role in upbringing their child since the parent is a

single. 26

However, parental style of today’s parents living in urban areas of Pakistan is somewhat different from their own

parents as they are not very much child-centered. Most of them do not prefer to make lot of sacrifices and, thus

having lesser control on their children. This factor may contribute somewhat in increasing nag factor of children.

Conclude that the children’s influence in family's buying decisions is also governed by the parental style. 27

Categorized parents into four different styles; authoritarian, indulgent, authoritative and neglecting28. This study

revealed that in the families having older parents, the influence of children was found higher29. Order of the child

also has a great impact on family decision-making. Moschis and Churchill found a positive and less significant

relationship between order of the child and family buying decisions. 30

3. RESEARCH METHODOLOGY

This research is a qualitative research as this research will analyze the constructs related to ready to eat and easy to

prepare snacks foods. Considering the qualitative responses received through likert scale, the cardinal regression

was used. The data related to dependent and independent variables collected through questionnaire. Results were

analyzed based on structured questionnaire. This research used primary data as well as primary research in order to

get inputs, thus we got primary data for analysis. A self-administered questionnaire was distributed to respondents

coming out of selected stores after grocery.

Population of ‘pacca’ houses in Karachi is 1,394,192 that are 95.68 percent of total according to Federal Bureau of

Statistics of Pakistan. With 5 percent margin of error and at 95 percent confidence level, sample size of 384 parents

were included in the study and one among the he parents was asked to fill the questionnaire. However, with 5

26 Tamara Mangleburg, Dhruv Grewal, and Terry Bristol, Family type, family authority relations, and adolescents’

purchase influence, (NA-Advances in Consumer Research), 26 (1999), 380 27 Les Carlson and Sanford Grossbart, Parental style and consumer socialization of children, (Journal of Consumer

Research), 15, no. 1 (1988), 79. 28 Diana Baumrind, Current patterns of parental authority, (Developmental psychology), 4, no. 12 (1971), 1 29 Jenkins, The influence, 414. 30 Diana Baumrind, Current patterns of parental authority, (Developmental psychology), 4, no. 12 (1971), 1



77

percent margin of error and at 90 percent confidence level, the minimum sample of 96 was required to validate the

research.

Participating parent had to be responsible for either shopping for food products or cooking for the family.

Demographics were analyzed through descriptive statistics. Correlation between variables has been determined by

using regression analysis in case of both hypotheses of easy to prepare and ready to eat.

Questionnaires were distributed at entry and exit gates of selected super stores such as Imtiaz super market and few

local supermarkets on different days and timings. Lot of parents denied giving spare time for filling up the

questionnaires. 385 questionnaires were distributed and 103 were returned back, making response rate of 26.8

percent. Out of 103 respondents, mothers comprised of 66.9 percent of the total whereas fathers participation

percentage was 33.1 percent.

4. RESULTS AND DISCUSSION

To find out the existence of relationship among variables we have applied the Pearson product-moment correlation

coefficient. It was used in case of easy to prepare as well as ready to eat snacks.

4.1. Easy to prepare Snacks

In this particular category, selected variables were instant/frozen foodstuff like noodles and nuggets or samosas,

cereals such as cornflakes, frosties and various types of spreads such as chicken or chocolate spread.

Table 4.1 shows the Pearson correlation. In Pakistan children never influence all items together because the

relationship between the influential variables is significant and weak. Rather at one time they influence any of the

products among spreads and jams, cereals, instant and frozen. The reason can be varying degree of choices between

children of different age group31. Children who show interest in instant food might not be interested in spreads and

jams because parents force them to consume with bread at home. Most of the frozen products do not offer some

complementary product except sauces therefore children do not take interest in all items simultaneously.

Parents buying decisions are somewhat influenced in case of instant and frozen food, and spreads and jams stuff.

The nature of sample taken from the mega stores of Karachi suggests that households belong to middle class family

31 Moschis, The role, 904-905.



78

where mostly both mother and father were among the working force. Therefore, they prefer instant and frozen food

as well as spreads and jams32. The relationship between parents buying decision and influence was very weak.

Parents buying decisions about cereals suggest that they forcefully reject their child's request and do not prefer to

buy the cereals for them when influenced. The results that child's influence and buying decision of parents are

inversely proportional in this specific category. There may be other factors like attractive packaging, presence of

cartoon character and fascinating advertising33 which make children to exert his/her influence regardless of the fact

that whether they will actually consume the cereal or not. Parental style governs influence of children in this case34.

Table 4.1: Correlation

Pearson correlation 1. 2. 3. 4.

Influence in Instant & Frozen Food 1

Influence in Cereals 0.44* 1

Influence in Spreads and Jams 0.45** 0.35*

1

Parents Buying Decision 0.32**

-0.11*

0.43***

1

*ρ<0.10; **ρ<0.05 ; ***ρ< 0.01

Three independent variables depicting children influence was regressed to estimate dependent variable namely

buying decision of parents. The equation was run in case of easy to prepare snacks as well as ready to eat.

𝑃𝐵𝐷 = 𝛼 + 𝛽1𝐼𝐼𝐹 + 𝛽2 𝐼𝐶𝑅 + 𝛽3𝐼𝑆𝐽 + 𝜀

𝑃𝐵𝐷 = 2.39 + 0.06 𝐼𝐼𝐹 − 0.13 𝐼𝐶𝑅 + 0.20 𝐼𝑆𝐽 R2 = 0.39 N=103

(5.2) (2.68) (0.35) (2.88)

PBD = parents buying decision

IIF = influence in instant and frozen

ICR = influence in cereals

ISJ = influence in spreads and jams

In the category of easy to prepare snack food i.e. instant and frozen food as well as spreads and jams, children do

significantly influence on parents buying decisions. In both cases, we can conclude that there is significant impact.

32 Sharon Beatty and Salil Talpade, Adolescent influence in family decision making: a replication with extension,

(Journal of Consumer Research), 21, no. 2 (1994), 333. 33 Swati Soni and Makarand Upadhyaya, Pester power effect of advertising, (2007), 317-318.

Haroon et al., Does the Food, 287. 34 Baumrind, Current patterns, 1

Carlson and Grossbart, Parental style, 84-85.



79

However, in the same category of easy to prepare snacks, the impact is insignificant in case of cereals. It means that

children are not able to influence their parents the in case of cereals.

4.2. Ready to eat Snack

In this category, the selected variables were confectionary items such as chocolates, cookies or cupcakes and fizzy

drinks, juices, flavored milk and various types of potato chips available in the market. Children who try to influence

in the category of fizzy drink and juices try to positively influence in the category of crispy and potato chips because

of the relationship between these variables is commentary. Drinks especially fizzy drinks are consumed with chips

as shown in television advertisement also35. The relationship between potato or crispy chips and confectionary items

was significant and moderate. Children shows favorable attitude toward confectionary as well as fizzy drinks and

juice items was because of their inclination towards food high in sugar content. Finally Influence of children in case

of confectionary items as well as crispy items were also significantly correlated due to change in the taste of the

products for the children. However, surprisingly enough Parents decisions are also correlated positively with

influential behavior in two cases of confectionary items and crispy chips when correlated separately. However,

relationship is inverse, in case of fizzy drinks and juices because of the health issues.

Table 4.2: Correlation

Pearson correlation 1. 2. 3. 4.

Influence in Confectionary 1

Influence in Fizzy Drinks & Juices 0.58*** 1

Influence in Crispy Chips 0.45**

0.61***

1

Parents Buying Decision 0.39*

-0.28**

0.40*

1

*ρ<0.10; **ρ<0.05 ; ***ρ< 0.01

The regression equations shows that parents buying decision are not affected because of influence of children in case

of fizzy drinks and juices; however, in case of confectionary items as well as crispy chips their decisions are

significantly affected.

35 Soni and Upadhyaya, Pester power, 318.

Haroon et al., Does the Food, 287.



80

𝑃𝐵𝐷 = 𝛼 + 𝛽1𝐼𝐶𝑁 + 𝛽2 𝐼𝐷𝐽 + 𝛽3𝐼𝐶𝑁 + 𝜀

𝑃𝐵𝐷 = 1.08 + 0.09 𝐼𝐶𝑁 − 0.21 𝐼𝐷𝐽 + 0.09 𝐼𝐶𝑁 R2 =0.45 N=103

(5.12) (2.75) (0.63) (2.84)

PBD = parents buying decision

ICN = influence in confectionary items

IDJ = influence in fizzy drinks and juices

INC = influence in crispy chips

5. CONCLUSION

The hypotheses were developed in case of each snack that were easy to prepare and ready to eat. In both cases,

coefficients of regression and correlation were determined to check the impact of influential variables on the buying

decisions of the parents. The study hypothesized that whether or not their children influence the parent’s snack

foods, buying decisions. In case of easy to prepare food, children do significantly influence on parents buying

decisions in case of instant and frozen food as well as spreads and jams. However, the impact was insignificant in

case of cereals. In case of ready to eat food, parents do not accept the influence of children in case of fizzy drinks

and juices however in case of confectionary items as well as crispy chips results are insignificant. The implication of

the study is that the owners of super store markets should design their marketing strategies separately for items

where the parents buying decision are influenced. The marketers or owners of mega stores to devise marketing

strategies for snacks foods in Pakistan. They will also get direction of making marketing efforts as to whom

promotional messages should be directed and decision regarding space allocation in case of snacks food items with

respect to its categories. The researches should be conducted in case of each of the goods placed in the mega stores

to determine consumer preferences in case of all age groups.

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of Business Research 54, no. 2 (2001): 173-176.

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283.

Nicholls, Alexander James, and Peter Cullen. "The child–parent purchase relationship:‘pester power’, human rights

and retail ethics." Journal of Retailing and Consumer Services 11, no. 2 (2004): 75-86.

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Soni, Swati, and Makarand Upadhyaya. "Pester power effect of advertising." (2007): 313-324

Stipp, Horst H. "Children as Consumers." American demographics 10, no. 2 (1988): 26-32.

Wang, Zhi-Hong, Feng-Ying Zhai, Shu-Fa Du, and Barry Popkin. "Dynamic shifts in Chinese eating behaviors."

Asia Pacific journal of clinical nutrition 17, no. 1 (2008): 123-130

influential habits of children on parent’s snackthis self-administered questionnaire was filled by...

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