Institute of Management Technology

2014-2016

Consumer Behavior

Impact of parents choice on kids

Submitted To

Submitted By

Prof. Dr. Sita Mishra

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Sec A , Group 11

Arpit Negi

140103034

Krishnan V Nair

140103085

Mahesh Rao P B

140201071

Manas Singh

140201072

Mohit Nautiyal

140201081

Sebin Devasia

140201143

Impact of parents choice on kids

Introduction
In the recent decade marketers are increasingly targeting child consumers as a consequence of
recent trends like increase in discretionary income and purchasing power of children, and
growing media space for children and childrens product. Children ape their parents habits and
values. Parents play an important role in the consumer socialization of kids.
Parents have varying brand perceptions, brand preferences and choice of brands. The clothes
worn or the car driven or even the furniture purchased by the parents or the consumer defines a
part of the consumers identity. Even during the late adolescence stage, an individual self
continues to undergo changes. This research is intended to understand the impact of extended
self of a parent on choices made for their kids.

Literature Review
The Role and Measurement of Attachment in Consumer Behavior A.Dwayne Ball and Lori H
Tasaki
The Journal goes on to address the issues related to extend to which a consumer owned object defines the
identity of the consumer or self-concept. An individual self is seen as an organization of knowledge
characterized by 5 stages of representation of self of proposition, categories, objects, features and
schemata. Objects of consumption include propositions and schemata relevant to self. The facets of selfinclude public self, private self, diffuse self and collective self. The attachment is extend to which an
owned or previously owned by a consumer is used to maintain self-concept. The papers also goes on to
discuss about materialism which is the importance a consumer or person attaches to worldly possessions.
Thee constructs of emotional significance, stage of ownership and social desirability were used as
constructs do design questionnaire for research. The study concluded that attachment vary with stage of
ownership, is not related to social reliability and has only a negligible correlation with materialism.

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Narrative Processing: Building Consumer Connections to Brands - Jennifer Edson Escalas

The paper deals with narrative processing and how brands can use it to connect to consumers
self-concepts. Narratives combine various elements and organize them to form meaningful
messages. Through this process, brands can become more valuable to consumers, by connecting
to consumers sense of self. The article introduces a concept called Self Brand Connection
(SBC). The article results show that brands have a higher chance of success when they have
enhanced SBC.
When consumers compare narratives of brands to their own personal experiences and find a
match by searching for similar goals, actions and outcomes, it provides a basis for the formation
for a strong SBC.
Children as consumers: advertising and marketing - Sandra l. Calvert
This research paper goes to state that children are exposed to advertisement within the family
home, as they are involved in co-viewing, instructive guidance, and restrictive mediation. The
way parents handle their childrens exposure and demand for product influences the way
advertisements affects children and the way children respond to a product. The study explains
that when parents view content with children, parents silence is taken as an implicit endorsement
of product and restrictive mediation can diminish childrens request for a product.
Parental style and consumer socialization of children Les Carlson, Sanford Grossbart
Authoritative parents encourage the development of will power, which leads in many cases to the
development of independent ideals on part of the kid. Less authoritarian parents have permissive
interactions with children that are affirmative, acceptant, and benign. They view themselves as
resources, not active shapers of children, and obtain compliance with children's requests by
reasoning rather than by overt control. Due to children and parents shopping together. Both the
parties influence each other in various degrees. The impact and level of restriction of
authoritative parents is more than of liberal parents. In case of liberal parents the children are less
limited on their consumption and have more freedom with the amount of consumption.

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Understanding Children as Consumers - David Marshall

The paper reflects the fact that parents would not hesitate to accept the younger childrens
choices. More recent views suggest that parent-child relationships are less confrontational and
more collaborative in contemporary western societies. The study concludes stating that in this era
more and more children are given the opportunity to choose on their own and their opinion is
taken into consideration in family matters.

The Development of Consumer Knowledge in Children: A Cognitive Structure Approach Deborah Roedder John, John C. Whitney and Jr.
Two major classes of influences have been specified in these frameworks: environmental and
cognitive. Environmental variables such as family, peers, and mass media affect the acquisition
of consumer knowledge by influencing the type, amount, and quality of consumer experience
and information available to children. Cognitive factors in the form of age-related cognitive
abilities affect knowledge acquisition by influencing the way children interpret and organize the
consumer experiences and information they accumulate over time. Together, these factors seem
to be responsible for shaping the rate at which children acquire the knowledge and skills
involved in the socialization process.

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Questionnaire
1) Do you insist on a particular brand of product for your kid?
2) If yes products from which category?

___Y ___N

____________________________________________________________________
3) Does your child insist on buying any particular product(s)?
___Y ___N
4) If yes products from which category?
____________________________________________________________________
5) Please choose a product: ________________________________________________
6) How much would you agree with the following statements?

Questions
I would like to purchase a brand which reminds
me of who I am
If I am supposed to describe myself, I would
mention the products I posses
I look for brands with which I can connect
I know what is best for my kids
I consider opinion of my kids when making the
purchase decision for them
I feel personal connection with the brands I buy
for my kids

Strongly
Disagree
1

Disagree
2

Slightly
Influentia
l

Somewhat
Influentia
l

Neutral
3

Agree
4

Strongly
Agree
5

7)

Questions

Not at all
influential

Very
Influential

Extremely
Influential

How much influence does your

attachment to a brand influence
the purchase decision made for
your kid

7)

Questions
How often do you allow free choice for
your child?
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Never

Rarely

Sometime
s

Often

Always

How often are you firm about making

choices for your child?

8)
a)
9)
a)
10)
11)

Average expenditure on the child in a month (in INR):

0-100
b) 100-500
c) 500-1000
d) Above 1000
Amount Saved:
0%-25%
b) 25%-50% c) 50%-75%
d) 75%-100%
Places where it was spent: ___________________________________________________
Name of the respondents:
___________________________________________________________

12) Gender of Child:

___ M
___F
13) Age of Child: ______________________________________________________
14)
Number of children: __________________________________________________

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