Tv Advertising and Consumer Buying Behavior
ABSTRACT
Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Children have occupied a big segment in the marketplace, there are more products produced and directed at them. The importance of children in purchase decision making has grown over the years. They not only make purchase decisions for personal consumption but they also influence family purchase decision-making (Kaur and Singh, 2006). However, nearly all studies are based in the western context, like US and Europe. There are few studies focused on the African context, especially in Nigeria. As a result of this, it is important to examine how they influence the decision to purchase products for family consumption. The typology of family communication patterns and social power theory will be used for this study.
The study will employ qualitative research using questionnaire to elicit detailed explanation of children’s influence in family purchase decision. Children between the ages 8-13 years are the focus of this research.
Key words: family decision-making, children’s role in family decision making, typology of family communication patterns, social power theory.
1.0 INTRODUCTION
Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Today children are not only passive observers but they have taken a considerable place in the families and have a significant influence on parental buying decisions and they have occupied a big segment in the marketplace. Children are consumers in their own right; there are more products produced and directed at them. Because of a growing awareness of the role children play in family decision making on family purchases other than toys and cereals, as well as a realisation that the influence of children in family decision making appears to have grown significantly over the past two decades
Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Children have occupied a big segment in the marketplace, there are more products produced and directed at them. The importance of children in purchase decision making has grown over the years. They not only make purchase decisions for personal consumption but they also influence family purchase decision-making (Kaur and Singh, 2006). However, nearly all studies are based in the western context, like US and Europe. There are few studies focused on the African context, especially in Nigeria. As a result of this, it is important to examine how they influence the decision to purchase products for family consumption. The typology of family communication patterns and social power theory will be used for this study.
The study will employ qualitative research using questionnaire to elicit detailed explanation of children’s influence in family purchase decision. Children between the ages 8-13 years are the focus of this research.
Key words: family decision-making, children’s role in family decision making, typology of family communication patterns, social power theory.
1.0 INTRODUCTION
Children are important in the family, they make a family complete and they influence a number of decisions made in the family. Today children are not only passive observers but they have taken a considerable place in the families and have a significant influence on parental buying decisions and they have occupied a big segment in the marketplace. Children are consumers in their own right; there are more products produced and directed at them. Because of a growing awareness of the role children play in family decision making on family purchases other than toys and cereals, as well as a realisation that the influence of children in family decision making appears to have grown significantly over the past two decades
References: Ali A. and Batra D.K. (2011) Children influence on parents buying decisions in Delhi (India) European Journal of Business and Management (Online) Vol. 3 (11), 19-28 Davis, H.L Ekasasi S. R. (2005) The Role of Children in Family Decision Making: A Theoretical Review, Edisi Khusus Jsb on Marketing, Volume 3, 25 – 41 Foxman E and Patriya S Geuens M., Mast G. and Pelsmacker P. (2002) Children’s Influence on Family Purchase Behavior: The Role of Family Structure, Asia Pacific Advances in Consumer Research Volume 5, 130-135 Hall J, Shaw M, Johnson M Kaur, P and Singh, R (2006) „Children In Family Purchase Decision Making In India and the West: A Review. Academy of Marketing Science Review Vol. 2006 (8), 1-30 Lee, C McNeal, J. & Ji, M. (1999) Chinese children as consumers: an analysis of their new product information sources Journal of Consumer Marketing Vol. 16(4), 345-364 Mikkelsen M Moschis G. P, Prahasto A. E and Mitchell L. G (1986) Family Communication Influences on the Development of Consumer Behavior: Some Additional Findings Advances in Consumer Research Volume 13, 365-369 Moschis G Nash C. (2009) The Parent Child Purchase Relationship Academy of Marketing Science Review Volume 8, 1-30 North E Ramzy O., Ogden D. T., Ogden J. R. and Zakaria M. Y. (2012) Perceptions of Children’s Influence on Purchase Decisions – Empirical Investigation for the U.S. and Egyptian Families World Journal of Management Vol. 4 (1) March, 30 – 50 Ward, S Williams L. A. and Burns A.C. (2000) Exploring the Dimensionality of Children’s Direct Influence Attempts Advances in Consumer Research Volume 27, 64-71 Wut T Wut T. M. and Chou T. J. (2009) Family Communication Patterns and Children’s influence on Family Decision Making ANZMAC, 1-7