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.
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
Research Objectives & Key Themes
The primary aim of this research is to identify and analyze the factors that motivate children to influence their parents' purchase decisions within families in Karachi, examining how variables such as age, socio-economic status, and product type affect this influence.
- Impact of child demographics (age, gender) on family buying decisions.
- The role of branded versus unbranded products in influencing purchase outcomes.
- The influence of marketing, advertising, and information exposure on children.
- Socio-economic factors and their correlation with children's purchase influence.
Extract from the Book
3.1.2 Children role in Family purchase decision in Pakistan
Pakistan society to the significant extent different from western culture in conditions like family composition, norms, values, and behavior. Children in Pakistan are now considered the most important subject for research and mostly research articulates that children influence fluctuate in family purchase decision for products that directly relates to child because they expects to have at least some influence on the decision. At present children are not only a customer but they have occupant a valuable place in the families and their demands are not easily denied .There are various factors like are early maturity of children, busy parents, increasing media attractions and socialization creates the influence that weaken the parents control on children. At present the emerging trend in Pakistan, mostly couples in urban areas are preferred to going for nuclear families on the other side the family status is largely matters, like working status where both parents are working to make his financially sound status, and it provides one of the best to their children, due to which child hold center of attraction for families.
Summary of Chapters
1.0 Introduction: This chapter provides an overview of the growing importance of children as influencers in family purchase decisions and outlines the research problem, objectives, and scope within the context of Karachi.
2.0 Theoretical Framework: This section presents a conceptual model illustrating how family and child demographics, along with product and communication variables, interact to influence family purchasing decisions.
3.0 Literature Review: This chapter synthesizes existing academic research regarding the role of children in consumer behavior, focusing on factors like product type, demographic shifts, and the impact of advertising.
4.0 Research Methodology: This chapter details the explanatory research design, utilizing a combination of quantitative questionnaires and qualitative unstructured interviews to gather data from parents in Karachi.
5.0 Quantitative and Qualitative Analysis: This chapter presents the statistical results from the collected data, including correlation and regression analysis, and provides insights gathered from qualitative interviews.
6.0 Conclusion, Discussion and Recommendation: This final chapter summarizes the research findings, confirms the significance of branded products and child age in purchase influence, and suggests areas for future, broader geographical studies.
Keywords
Children, Family Purchase Decision, Consumer Behavior, Market Positioning, Demographics, Branded Products, Socialization, Marketing, Advertising, Karachi, Socio-Economic Status, Influence, Product Category, Purchase Behavior, Consumer Strategy
Frequently Asked Questions
What is the core focus of this research project?
The research investigates the extent to which children influence the purchase decisions of their parents within families, specifically within the urban context of Karachi, Pakistan.
What are the primary thematic areas covered in this study?
The study covers the impact of children's age, parental socio-economic status, product types, and the role of advertising and brand influence on family decision-making.
What is the overarching research goal?
The goal is to identify and understand the specific variables that lead children to influence their parents' buying habits, thereby helping marketers develop more effective strategies.
Which methodology was employed for the research?
The authors utilized a mixed-method approach, combining quantitative data from 230 survey questionnaires and qualitative data from five unstructured interviews.
What topics are addressed in the main body of the work?
The main body examines the theoretical framework of child influence, reviews existing literature on consumer behavior, and analyzes empirical data regarding age, product types, and brand versus unbranded items.
What are the characterizing keywords of this study?
Key terms include Children, Family Purchase Decision, Consumer Behavior, Market Positioning, Demographics, and Brand Influence.
How does the age of a child impact their influence on family purchases?
The research indicates that as children grow older, their influence on family purchase decisions tends to increase due to higher levels of cognitive ability and experience.
What conclusion does the study reach regarding branded versus unbranded products?
The analysis reveals a strong positive correlation between children's influence and the purchasing of branded products, suggesting that children have a significant impact on this category.
- Quote paper
- Rizwan Raheem Ahmed (Author), Nofel Ameen (Author), Emad Shaikh (Author), Fahad Shahzad Memon (Author), 2015, Influence of Children on Family Purchase Decisions, Munich, GRIN Verlag, https://www.grin.com/document/305644
