Children's influences on family decision making in Hong Kong

Purpose - Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making i...

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Bibliographic Details
Published in:Young consumers 2009-06, Vol.10 (2), p.146-156
Main Authors: Ming Wut, Tai, Chou, Ting-Jui
Format: Article
Language:English
Subjects:
Breakfast foods
Cereals
Children & youth
China
Consumer behavior
Consumption
Decision making
Families & family life
Family
Households
Husbands
Influence
Occupational training
Opportunity costs
Parents & parenting
Studies
Wives
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Summary:Purpose - Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making in Hong Kong.Design methodology approach - The study is based on a survey of 366 family members in Hong Kong.Findings - Children are found to have more influence in the choice-making stage of decision making and parents still control the final decision, which is consistent with previous research findings.Practical implications - Parents and their children usually engage jointly in family decision making. Marketers should address the needs of both parties and work to help to resolve any conflict that may arise.Originality value - The study is framed within resources theory to examine children's influence in two decision stages of family decision making.
ISSN:1747-3616
1758-7212
DOI:10.1108/17473610910964723