Question

What are the most commonly observed factors that determine the extent of a child’s influence on his or her parents purchasing decisions.

Answer 1

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My study's findings are intended to help understand the causes and implications of children's role in family consumption for advertising strategists and scholars. Such an awareness not only enables marketing strategies to be more effective, but will also direct future strategy growth.

The attention paid to children and adolescents as a respected market segment both for academics and practicing professionals has increased exponentially in recent years. The fact that children and younger people now have significantly more purchasing power compared with the previous decades was partly the result of the increase in the world population of this segment. In the US alone, adolescents have registered buying power in excess of $153 billion.

The influence of children on family acquisition decisions was apparent in a reverse context of socialization until the 1980s. There was no significant relationship between the influence children had on purchases and child assertiveness, whilst the child centricity of the parent had a negative effect.

Their effect on children is the role of parents in both family choices and product socialization studies. Because family communication and learning are not unique, a more realistic research approach will be to take a reciprocal view of family decision-making and consumer socialization. That is, researching the impact children have on parents will provide an increased understanding of these family dynamics in addition to the effect parents have on children.

The study of consumer behavior has become more important because consumers face the changing needs, preferences, lifestyle and demographic factors. The children are no longer in the background. In a company, the purchasing process includes a whole community. Today, the selection of parents is influenced primarily by their children. The advertisers must resist this changed nature of the decision-making process for family transactions and the impact of children on it.

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