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Method in Business Rseach..... Mbr..............
Method in Business Rseach..... Mbr..............
M.B.A (MORNING)
REG NO#54140
DATE: 4TH-MAY-2011
TOPIC:
“CHILDREN INFLUENCE ON HOUSE HOLD BUYING”
ACKNOWLEDGEMENT
Respected sir,
Sincerely,
Syed AKBAR SHAH Kazmi (54203)
TABLE OF CONTENTS:
ABSTRACT 3
INTRODUCTION 3
LITERATURE REVIEW 3
HYPOTHESIS 3
QUESTIONAIRE 3
DATA ANALYSIS 3
DATA ANALYSIS 3
CONCLUSION 3
C
hildren have long been acknowledged as playing an important role within family purchase
decisions, with their ability to directly and indirectly influence decisions. The research discussed
in this paper arose from an identified opportunity to develop knowledge surrounding the
important role that children play within family purchasing by including them as direct research
respondents. The methods adopted included an in-depth interview with parents and children
separately, and the completion of a decision mapping tool followed by a family interview. The
findings address a specific and important aspect of the data, namely the influence behavior
adopted by children during high-involvement family purchase decisions. The children in all of
the respondent families were found to have direct influence over the purchases discussed. They
demonstrated a range of sophisticated influence behaviors that included justifying and
highlighting the benefits of purchases, forming coalitions, compromising and remaining
persistent. These behaviors were underpinned and enhanced by the use of product-related
knowledge and information, which was viewed positively and encouraged by parents.
INTRODUCTION
My project topic is “children influence on the house hold buying decisions”. I select this topic
because as a marketier I feel that very less consideration is given to children’s demand. I
thought that our marketier are not very much aware of consumer behavior and children’s
potential to influence house hold decisions in buying. I think that is the reason why mostly
marketing plan fails.
For this purpose I choose households live in North Nazimabad and North Karachi because I
think these are the areas which represent big variation in lower class middle class and upper
middle class residents.
For collection of data I designed a questionnaire and floated it to 30 house hold. I interview
with some children of age 6 to 12 and evaluate their responses regarding what kind of things
they want to buy more frequent and what kind of product don’t attract them.
Through this analysis I tested my hypothesis, which shows the pre adolescent age group is more
influential in low involvement products while post adolescent group is more influential in high
involvement product.
LITERATURE REVIEW
The family has been identified as the most important decision making and
consumption unit (Assael,
1998). Therefore the domain has attracted the interest of marketers and marketing
academics over the years (e.g., Kim and Lee, 1997; Moore et al., 2002; Shoham & Dalakas,
2005). Much research carried out on children’s influence in family decision making
emphasizes that children have at least some influence on decisions for a wide array of
products and some even report that children have an increasing role in family purchase
decisions (Ahuja et al.,
1998; Atkin, 1978; Berkman et al., 1997; Berey & Pollay, 1968; Caruana & Vassallo, 2003;
Chavda et al., 2005; Darley & Lim, 1986; Davis, 1976; Ferber,
1973; Isler et al., 1987; Jenkins, 1979; Mangleburg,
1990; McDonald, 1980; Miller et al. 1982; Nelson,
1978; Scanzoni, 1980; Swinyard & Sim, 1987; Szy- billo et al., 1977; Tufte, 2003; Ward &
Wackman,
1972). As children’s role in family decisions increases, so does the need for research that
includes children (Foxman et al., 1989, p. 482).
The purpose of this paper is to examine parents’ perception of their children’s (5-13-year-
olds) participation in and general influence on the family decision making process when
purchasing in 14 different product categories. Focus is on three sub decision stages:
suggesting buying the product category, deciding on the brand, and deciding on the model.
Based on a re- view of the literature within the area of family decision making, our goal is to
study whether the type of influence characterizing a purchase decision will depend in part on
product type, in part of the sub decision stage, and in part of the children’s buying
role (initiator or not), age and gender. These different variables are proposed to
explain children’s im- pact on family decisions. Hypotheses about children’s influence
patterns and various variables are developed, tested and discuss
1978; Scanzoni, 1980; Swinyard & Sim, 1987; Szy- billo et al., 1977; Tufte, 2003; Ward & Wackman,
1972). As children’s role in family decisions in- creases, so does the need for research that
includes children (Foxman et al., 1989, p. 482).
The purpose of this paper is to examine parents’ perception of their children’s (5-13-year-
olds) participant- tion in and general influence on the family decision making process when
purchasing in 14 different product categories. Focus is on three sub decision stages:
suggesting buying the product category, deciding on the brand, and deciding on the model.
Based on a re- view of the literature within the area of family decision making, our goal is to
study whether the type of influence characterizing a purchase decision will depend in part on
product type, in part of the sub decision stage, and in part of the children’s buying
role (initiator or not), age and gender. These different variables are proposed to
explain children’s im- pact on family decisions. Hypotheses about children’s influence
patterns and various variables are developed, tested and discussed
METHODOLOGY
SAMPLING UNIT
SAMPLE SIZE
CATEGORY RESERCH
For the purpose of this study convenience sample and of survey instrument is
use.
MEASUREMENT TECHNIQUE
CODING OF DATA
The coding of question was also done before entering the data in to the spss
HYPOTHESIS 1:
The house hold buying decisions are more influence by the children in the age 6-
12
Hypothesis (o):
The house hold decisions are not influenced by the children in any age.
Hypothesis (2):
hypothesis1:
The house hold buying decisions are more influenced by the children in those
families where expenditure is fewer than 30,000.
Hypothesis o:
The house hold decisions are not influenced by the children in any family.
QUESTIONAIRE
CHILD AGE : 6 7 8 9 10 11 12
SEX : GIRL/BOY
1. CAR
2. HOUSE
3. PERSONAL BEDROOM
4. MOVIES
5. BOOKS
1. MC DONALD
2. PIZZA HUT
3. CANDY /CHOCOLATE
1. COUSON HOUSE
2. FRIEND HOUSE
3. PARKS
4. MUSEUM
5. SINDBAD
……………………………………………………………………………………………………………………………..
………………………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………………..
………………………………………………………………………………………………………………………………..
6. WHAT THING YOU THINK IS THE WORST ABOUT YOUR FAMILY LIFE STYLE?
……………………………………………………………………………………………………………………………..
………………………………………………………………………………………………………………………………..
DATA ANALYSIS
Independent variables:
Locality: Areas which I choose for my research work are North Nazimabad,
North Karachi, because these areas show a noticeable variation of living standard
of residents in these areas.
Adolescence:
Gender:
Boys/Girl
Dependant variables:
House
Car
Park/outing places
Life style
Data analysis:
I floated 30 questionnaires, 20 by hand 5 by interview and 5 by asking questions
on phone.
LOCALITY
AGE
ADOLSCENCE
GENDER
Practical implications:
Parents and their children usually engage jointly in family decision making. Marketers should
address the needs of both parties and work to help to resolve any conflict that may arise
CONCLUSIONS
After data collection and data analysis I would like to share the results of analysis.
Hypothesis 1:
Hypothesis 1 is approved.
Hypothesis 2
BOCKER, FRANZ.1986