Influence of Children on Family Purchase Decisions

Forschungsarbeit , 2015 , 43 Seiten

Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media

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.

Inhaltsverzeichnis (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 …………………………..\li>
  • 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..

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research project investigates the influence of children on family purchase decisions in Karachi, Pakistan. The study aims to identify and analyze the factors that contribute to children's influence in this context. This will help store owners and marketers develop effective strategies to target children and ultimately influence their parents' purchase decisions.

• Factors influencing children's influence on family purchase decisions
• The role of children in family purchase decisions in Pakistan
• The impact of demographics and geographical changes on children's influence
• The effect of exposure to information through socialization and advertising
• The influence of children on purchasing branded and unbranded products

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction This chapter introduces the research topic, outlining the significance of understanding children's influence on family purchase decisions. It also defines the problem statement, research questions, hypotheses, objectives, scope, limitations, and assumptions of the study.
• Chapter 2: Theoretical Framework This chapter provides a theoretical framework for the research, exploring various factors that may influence children's influence on family purchase decisions. These factors include parent's demographics, employment status, socioeconomic status, family communication, child's demographics, number of children, gender, and type of product.
• Chapter 3: Literature Review This chapter reviews existing literature on the role of children in purchase decisions, specifically focusing on their influence in Pakistan. It explores the relationship between children's influence and product type, their concerns regarding specific products, and the impact of demographics and geographical changes on their influence.
• Chapter 4: Research Methodology This chapter details the research methodology employed in the study. It explains the research design, including quantitative and qualitative approaches, the procedures followed, the target population, data collection methods, sampling method, and sample size.
• Chapter 5: Quantitative and Qualitative Analysis This chapter presents the results of the quantitative and qualitative data analysis. It explores the correlations and regressions identified, as well as the insights gained from the interview responses.

Schlüsselwörter (Keywords)

This research project focuses on children's influence on family purchase decisions, examining the factors influencing their impact. Key terms include children's influence, family purchase decisions, Pakistan, demographics, geographical changes, socialization, advertising, branded products, unbranded products, quantitative research, qualitative research, and marketing strategies.

• Hochschule: Shaheed Zulfikar Ali Bhutto Institute of Science & Technology
• Veranstaltung: Master of Business Administration
• Autoren: Rizwan Raheem Ahmed (Autor:in), Nofel Ameen (Autor:in), Emad Shaikh (Autor:in), Fahad Shahzad Memon (Autor:in)
• Erscheinungsjahr: 2015
• Seiten: 43
• Katalognummer: V305644
• ISBN (eBook): 9783668056893
• ISBN (Buch): 9783668056909
• Sprache: Englisch
• Schlagworte: influence, children, family, purchase, decisions