The Influence of Children on The Buying Decisions of Their Parents Dissertation

The Influence of Children on The Buying Decisions of Their Parents - Dissertation ExampleIn the recent times it is evident that the children are emerging as major(ip) players in the decision making processes of a family. In his researches McNeal bestows an average, where we find that in the United States, children amongst the age group of 4-12 years tend to entice parents buying that is worth US$ 130 meg (Lackman & Lanasa, 1993). The influence of the children on their parents buying pattern varies with each sub-decision stage. Children that are the initiators, tend to preserve to greater influence on their parents as regards decision-making on buying household products, than their non-initiator counterparts. The study of the literature also suggested that older children exert greater influence on their parents more than the younger ones, but the child gender does not course of study a significant factor in influencing the parents buying decisions. From the review of the discor dant articles, it can be easy derived that the marketers must now expressly take note of the growing influence of the childrens role inside the arena of a familys decision-making process. This review will first examine the family as a consumer lower-ranking unit taking into perspective the presence of the child as a potential consumer within the realms of a family. The next segment would examine the childrens role on the parents decision-making processes so that we comprehend the emerging imagine where we find that the child from being at the background slowly comes out as a major player in the consumer segment of a marketplace. The third segment will examine the role of the children as a direct or indirect consumer (where he has established himself within the consumer segment) and will examine the various factors that influence the childrens purchase preferences. The fourth section will take a look at the various cognitive development theories that help a researcher to understan d the biological/scientific debate behind a childs attraction towards purchasing products and the consumer market. The fifth section will give a detailed insight into the theoretical reasoning behind a child exerting influence on his parents purchase decisions. Overall, the review gives a direction to develop a conceptual model after all investigating all the factors that motivate the childrens preferences of certain specific products and their influence strategies in family decisions. This will give us a clear perspective, as how and why modern marketers and consumer researchers should focus on children as an emerging primary election segment, within the consumer market section. 1.1 A family as a consumer base unit Family as a eat and decision making unit is a telephone exchange phenomenon in marketing and consumer behavior (Commuri and Gentry, 2000, 1). For many decades the central role of the family in decision making and consumption of products has been identified by the ma rketing managers (Assael, 1998).