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A Cross-National Study On Children's Purchasing Behavior
A Cross-National Study On Children's Purchasing Behavior
A Cross-National Study On Children's Purchasing Behavior
children’s purchasing
behavior and parental
response
Presented by
S. Nayak
MBA (2008-10)
Introduction
Ø Children use various influencing tactics to persuade the
parents to comply with their requests.
Influence tactics used by the
children
Results
Ø in two-thirds of the situations the child initiate the
purchase decision process which is in the form of
“requests” or “demands”
Ø If it was a polite request, in 51 percent of the situations
parents responded favourably but if it was an
aggressive “demand” the parents in Fiji and the Cook
Island were not unwilling to yield to their children’s
claims
Ø study, most of the parent-initiated sequences involved
an “invitation” for the child to select the product. In
the majority of cases, the child chose a product and
influnce
• The least preferred tactic among all children was
pressure tactic upward appeal and coalition tactics.
•