In a family, each decision is not dependent on parents only.
The influence of children is also important in making a decision. Every age
group of children, they have their own tastes and opinions. Therefore, parents
must accept their views with an open mind so that lasting happiness and comfort
life. The influences of children on the process of family purchase decision
depend on level of family size, income and lifestyle. The children have a significant
influence in the purchase product for which they are the primary consumer such
as food, cereal, drink, toys, clothing and school stationery.
Children age and gender
Age of children is an important element in the context of
making a buying decision of parents. The older children play a bigger role than
small ones. This is because the ability of older people to make a better
assessment of a product in terms of ideas, feedback and servitude, while
children who are younger are more likely to buy a product by simply asking
without making any assessment in advance after seeing a particular product.
Not much difference in the effect of child gender on their
parents buying decisions. Boys and girls are almost equally likely in products
such as foodstuffs, sweets and stationery except toys and clothes.
Buying roles
Each family has different purchasing decision according to
the way of life and their ability to spend. Products to buy depending on their
needs and wants in order to create a happy family and comfortable living. This means
that children have a powerful role in family decision making and they initiate the
potential purchases.
Children with different ages will make parental
decision-making process variable. Child itself does not necessarily have the
expertise in influencing the purchasing decision of parents but it has
significant effects in all decisions made. Parents need to have planning and
evaluation before making a buying decision. Children influence becomes larger
if the product to be purchased is to meet their needs and the factors involve around
their friends.
Product type and product involvement
Children have less influence in decision-making
parents buy the goods that do not have associated with them such as television,
smartphones and cars. For the high involvement product, a parent will make
buying decisions without influence from children. The children will respond positively
to the goods purchased. Depending on the product category, parent’s perception
of children influence varies greatly.
Children are less involve in decision making parent
regarding about the brand and model. It because of may be that children lack of
experience necessary to make decision. Children tend to suggest to buy the
product an d much influence with regards to product they like such as cereal,
soft drink and candy rather than product
that family use such as vitamin pills, shampoo and toothpaste
Conclusion
Children have a strong influence on family decision making
process in connection with product that relevant to them like cereal, drink and
toys. Children influence also varies depending on the product category and situation.
The gender of the children does not contribute significantly to parent
perception of decision making process.
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