IT is a case study interaction between parents and children to purchase things in supermarket- example taken is of CEREALS.

1. Case Study
(Marketing)
By- Shraddha Dewangan
MB201338

2. Que - Observe the interactions between parents and
children in the cereal section of a local supermarket.
Prepare report on the number of children who expressed
preferences, how they expressed their preferences and how
parents responded, including the number who purchased
the child's choice.

3. Introduction
 Patterns of interaction between parents and children were unobtrusively observed in supermarkets to deter-mine the
processes and effects of decision-making in the selection of breakfast cereals. This exploratory investigation seeks
to assess which party initiates the selection episode, how the other party responds, the content and tone of
communication, and occurrence of unpleasant consequences such as arguments or unhappiness.
 The ' direct observation* method provides a more accurate assessment of the varying modes of interaction than
would be obtained by self-reports elicited in inter-views or direct measurement under laboratory conditions.
 In a survey by Ward and Wackman, mothers re-ported that their children requested cereals more frequently than 21
other product categories. The vast majority of mothers said they usually included to the requests, at a rate much
higher than for other products; frequency of child requests was mildly related to level of parent-child conflict."
 Atkin and Reinhold inter-viewed mothers after they passed through the checkout counter at four different
supermarkets. When asked whether their child had asked them to buy any of the groceries purchased that day,
almost one-half specifically mentioned a breakfast cereal.

4. Purchasing Power
 Children have a key influence on household purchasing behavior, with their preferences being taken into
account in an estimated fifth of all purchase decisions; the greatest influence being found for lower value
and own consumption decisions (McNeal, 1992).
 Defining Children broadly as anyone under the age of 18 years of age, this represents a group of 604
million people in the East Asia/Pacific region (Hsieh et al., 2006)
 Children have been estimated to physically accompany adults shopping in 20 per cent of supermarket
visits, with parents who were accompanied by children spending, on average, 25 per cent more (Thomas
and Garland, 1993)

5. Support andTantrum - Choices

6. Categories Influenced by Children

7. Methods adopted by children
 Children asks nicely
 Children slam the door / hit something
 Children say that they will help in Household activities
 Children say that you are the best dad / mom in world
 Children asks over and over again
 Children say his/ her friend also has this so he/she wants
 Children say they need it for school when they really don't.

8. ObservationTable
 Observation Survey done in nearby local
supermarket.
 Total 15 children aged between 6-15 years.
 Out of 15 , 12 parents consider children preferences
of food choice in supermarket.
 3 parents stick to their thought process and made
excuses.
Preferences Age ( 6-15)Years
Buy 12
Not Buy 03
80%
20%
Age-( 6-15)Years
Buy
Not Buy

9. THANK-YOU