This was presented on MKT344.

1. North South University
Group Project Presentation
MKT 344
Section: 11
Topic: Children’s influence on
their Parents’ Buying
Behavior

2. Introduction
Abu Horaira Kamal

3. Literature Review
• Review of the previous research works on children’s influence
on parents’ purchase behavior
• The influence on parents may vary
• Advertisers spent a lot to attract children towards their
products
• 75% of the parents complied with their children’s wishes
while buying food
Marzia Hossain

4. Literature Review
• Children’s assertiveness influences parents’ purchase
behaviour
• Children’s age as a factor
• Gender
• Type of the product
Marzia Hossain

5. Literature Review
• Brand recall and commercial contents
• Social positions and value orientations
Marzia Hossain

6. Methodology
Information Sources
Primary Research Secondary
Research
Abu Horaira Kamal

7. Methodology
Primary Research-
• Survey: 41 responses
 Survey medium: Online & offline
Secondary Research-
• BAR Network TV
• Donohue
• Mark Clements Research
• Wells and LoSciuto
• Ward and Wackman
• Berey and Pollay, McNeal
Abu Horaira Kamal

8. Data Collection
Demographic
Information
Information
about Children
Information
about Food
Habits
Information
about Personal
Purchase
Information
about Gadgets
Syeda Tahia Naziba

9. In order to collect sufficient data about the
“Children’s Influence on Parents’ Purchase
Behavior”, parents seem interest on this topic.
We hosted a survey questioning on various
aspects on this topic. The question were
completed by a group of parents over the
internet through “Google Forms” and social
media like- Facebook and Viber and the data
collected and also analyzed in the following
pages. And also we go personally in coaching
center and kid’s school for our survey.
Data Interpretation
Navila Tabassum

10. How much of your income do you spend on your
children?
In my first question, I asked parents about spending money
on their children, about 17 of them said 10% to 30%, 13
out of 41 said 30% to 50%, 7 said 50% to 80%, 3 of them
said less than 10% and only one parent said more than 80%
income he spend on his children.
The data collected
clearly shows that
most of them like to
spend 10% to 30%
money from their
income on their
children.
Data Interpretation
Navila Tabassum

11. How much do you entertain your children’s nagging while making purchase
decision?
Our second question was about children’s nagging while making purchase, I
asked them, do they prefer their children’s nagging while they purchase
anything, 27 parents sometimes prefer their children nagging at the time of
purchase, 6 parents never prefer children nagging and other 6 parents listen
their children nagging on occasionally at the time of purchase and only 2
parents always love their children’s nagging while making purchase.
Data Interpretation
Navila Tabassum

12. Would you use any product which is useful to you but harmful for your
children e.g. makeup items, perfume, cosmetic products, skin care products,
alcohol, and junk/street food?
Information of this question shows that 13 parents sometimes they use those
product which might be harmful for children, 11 parents didn’t use those type
of product, 9 parents not that much used, 3 parents use when they didn’t find
any alternative options, 4 parents agree that they use those product which
might harm their children and only one parent never thought to use those
product.
Data Interpretation
Navila Tabassum

13. Do you consider your children’s opinion when
buying/ordering groceries/food from
shops/restaurants?
40.5% parents ask their children
but only buy if they thought it
was good for them, 32.4%
parents love to take their opinion
while buying or ordering
anything, 13.5% parents thought
that they are too little to
understand that and 13.5%
parents consider only when they
go with them while
buying/ordering..
Data Interpretation
Navila Tabassum

14. Do you consider your children’s health while buying food?
13 parents sometimes allow their kids to have fast food or street food
and there is no parents who only buy street food or fast food for them
and also there isn’t any parents who never thought about the idea of
have healthy food.
Data Interpretation
Navila Tabassum

15. What do you look for when your buy your kid’s cloth?
35 parents love to buy kid’s comfortable clothing, 20 parents prefer to
buy their kid’s cloth based on color and style, 29 parents prefer to
purchase their kid’s cloth based on quality of clothing, 15 parents love to
buy their kids cloths according to their kids choice, 19 parents like to buy
their kids cloth according to their choice and 11 parents based on trends
prefer to buy and no one choose our “others” opinion.
Navila Tabassum

16. How does having children affect your personal buying behavior?
This information lead us to the conclusion that only 19 parents out
of 41 thought having children affects very much to parents buying
behavior, 10 parents hadn’t affect that much, for 3 parents buying
behavior was fully changed and for 12 parents buying behavior
somehow changed.
Data Interpretation
Navila Tabassum

17. Findings of the report
Income spend on children:
In our research most of the majority said that they spend 10-50%
of their on their children.
Consider children’s nagging while making purchase decision:
64.9% respondent agreed that sometime they consider
children's nagging while making purchase decision
Lamia Anwar

18. Findings of the report (cont..)
Usage of any product that is useful to parents but harmful for
children:
Most of the parents are very conscious about using harmful
products. Up to 70% parents don't want to use or never use
harmful products.
Consider children’s opinion when buying/ordering
groceries/food from shops/restaurants:
Our survey group is very much sensible about their children's
opinion. They take their opinion but only give items those are
good for them.
Lamia Anwar

19. Findings of the report (cont..)
Consider your children’s health while buying food:
About 45.9% respondent only buy healthy food for their
children. So they are very much careful about their children's
health.
Purchase expensive gadget for children:
About 40.5% alert parents search about it and they will allow
only those gadgets which are safe for their children.
Lamia Anwar

20. Findings of the report
Children's affect on parents consumption behavior:
40.5% alert respondent agreed that children has a huge affects
on their consumption behavior and 27% respondent said that
their consumption pattern has changed completely.
Lamia Anwar

21. Recommendations
Quality Packaging Attractiveness
Gadgets Advertisement
Syeda Tahia Naziba

22. Conclusion
In conclusion, children definitely have some influences over their
parents’ purchase behavior. These influences varies in terms of
product, income of parents etc. When it comes to food items,
parents try to find healthy food, but in terms of clothing they also
take children’s opinion. They sometimes allow their children to
have junk food, gadgets. But when it comes to safety of the
children, they restrain themselves mostly from using harmful
product. Sometimes the parents give in to their children’s wish,
sometimes they do what they think is necessary for their children.
But generally children play a massive role in parents’ buying
behavior.
Farhana Islam

23. References
•Berey, A and Pollay, R. (1968, February 5). The Influencing Role of the Child in
Family Decision Making. Journal of Marketing Research
•Donohue, T. (1975, December 15). Effect of Commercials on Black Children. Journal
of Advertising Research
•Frideres, J. (1973, Feruary 13). Advertising, Buying Patterns and Children. Journal
of Advertising Research
•Howard, J. Hulbert, J. and Lehmann, D. (1973) An Exploratory Analysis of the Effect
of Television Advertising on Children in Proceedings, American Marketing
Association
•Caron, A. and Ward, S. (1975, August 15). Gift Decisions by Kids and Parents
Journal of Advertising Research
•McNeal, J. (n.d.) An Exploratory Study of the Consumer Behavior of Children in
James U. McNeal (Ed.), Dimensions of Consumer Behavior (New York: Appleton-
Century-Crofts, 1969)
•Ward, S. and Wackman, D. (1972, August 9). Children's Purchase Influence
Attempts and Parental Yielding Journal of Marketing Research
•Wells, W. and LoSciuto, L. (1966, August 3). Direct Observation of Purchasing
Behavior Journal of Marketing Research