Social conditioning of purchasing decisions of 9-11 year-old consumers

Author: Budzanowska-Drzewiecka, Małgorzata

Source: Journal of Customer Behaviour, Volume 10, Number 2, Summer 2011 , pp. 143-160(18)

Publisher: Westburn Publishers Ltd

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Abstract:

This study focuses on the influence of social factors (parents, siblings and peers) on the market behaviour of 9-11 year-old consumers. A replication of McLeod and Chaffee typology patterns of communication are reported in this article. The focus is intentionally put on interpersonal communications (within the family), noticing that the influence of mass communication was analysed the most frequently (mainly advertising). The influence of social factors (parents, siblings and peers) is examined in the Polish context.

Information was gathered through quantitative research (questionnaires). The results of the study provide insight into how the influence of social factors may vary depending on the patterns of communication in the family and of particular social factors or type of product. Results show that children perceive parents to have the most noticeable impact on decision making. It conceptualises social conditioning in relation to young consumers' purchasing behaviour and develops suggestions for future research.
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