| Abstract [eng] |
This research paper analysis children’s influence on parent’s buying decision making. For two last decades children are recognized as a growing powerful independent segment, that can both: buy themselves and make influence on their parents. Nevertheless, there is no research found in Lithuania that would question children’s impact over their parents in buying cases. So, exploring this new area, the object of this paper is parents buying decision and the purpose is to propose and empirically examine theoretical model: children’s impact during their parents decision making. According to the tasks, first of all the literature concerning children’s influence was reviewed. With reference to it the hypothetical model was made. Two empirical studies: questionnaire and diary method were performed. After the depth data analysis, these conclusions were made: children use various impact tactics to influence their parent buying decision making ant the most popular is rational persuasion. The use of tactics differs depending on children’s age but there is no significant difference between genders. Also there is a connection between the products group and the tactics that are used, as well as between final parent’s decision on buying and their child’s used tactic. The paper contains 78 pages, 24 tables and 10 images. |
