Understanding the Factors Affecting the Influence of Children on Their Dissertation

Understanding the Factors Affecting the Influence of Children on Their Parents' Total Purchases - Dissertation Example Marketing researches in the past couple of decades have focused on the how the children are involved in the household decision making, in which stages and in which product categories. This study aimed to identify if and how particular demographic characteristics play a role in the influence that children have on their parents’ weekly purchases. The demographic characteristics tested for this study included: (a) socioeconomic status of the parents, (b) parental education level, (c) religion, (d) gender of the child, and (e) age of the child. For this purpose, a quantitative, non-experimental study was designed using hierarchical multiple linear regression and analysis of variance to test hypotheses and answer the research question. A stratified random sample of 343 participants was surveyed and hypotheses were tested. The results showed a relationship between total weekly influenced parental purchases and the demographic characteristics; furthermore, socioeconomic status, paren tal educational levels, gender and age of child all affected the extent of influence that the children had on their parents’ purchases. The findings of this research reveal important insights about children as influencers and active developing decision makers. The results provide direction for further research and analysis in the field that can contribute much to the understanding of buying behaviors and targeted market planning to marketers. Acknowledgments Table of Contents Acknowledgments 3 Acknowledgments 3 List of Tables 8 List of Tables 8 List of Figures 10 List of Figures 10 Chapter 1. Introduction 1 Chapter 1. Introduction 1 Introduction to the Problem 1 Introduction to the Problem 1 Background of the Study 3 Background of the Study 3 Statement of the Problem 5 Statement of the Problem 5 Purpose of the Study 5 Purpose of the Study 5 Research Questions and Hypothesis 6 Research Questions and Hypothesis 6 Nature of the Study 7 Nature of the Study 7 Significance of the Study 8 Significance of the Study 8 Definition of Terms 9 Definition of Terms 9 Assumptions and Limitations 9 Assumptions and Limitations 9 Unit of Analysis 10 Unit of Analysis 10 Organization of the Remainder of the Study 11 Organization of the Remainder of the Study 11 Chapter 2. Literature Review 12 Chapter 2. Literature Review 12 Introduction 12 Introduction 12 Family Dynamics in Purchase Decisions 13 Family Dynamics in Purchase Decisions 13 Organization of the Literature Review 20 Organization of the Literature Review 20 Theoretical Framework 20 Theoretical Framework 20 Children’s Influence in Family Decisions 22 Children’s Influence in Family Decisions 22 Consumer Socialization of Children 23 Consumer Socialization of Children 23 Presentation of Empirical Evidence 26 Presentation of Empirical Evidence 26 Analysis of Findings 32 Analysis of Findings 32 Conclusion 34 Conclusion 34 CHAPTER 3. METHODOLOGY 36 CHAPTER 3. METHODOLOGY 36 Research Design 36 Research Desi gn 36 Design Appropriateness 38 Design Appropriateness 38 Participants 39 Participants 39 Sample Size 39 Sample Size 39 Sampling Procedure 40 Sampling Procedure 40 Research Questions and Hypotheses 41 Research Questions and Hypotheses 41 Instrumentation 42 Instrumentation 42 Pilot Testing and Field Testing 43 Pilot Testing and Field Testing 43 Data Collection 45 Data Collection 45