brand perceptions of childeren & parents in purchase decisionmaking

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Purpose: To investigate the role of brand perceptions by children and their parents in purchase decision-making in two product categories, i.e. food and toys & games product categories. Design: Observations of audio-taped conversations between children and their parents on food and toy purchases. Method: Content analysis was applied to analyse 32 transcripts. A deductive and inductive approach were used to develop a coding scheme for this research. Results: In food product category, parents gave preference to healthy or at least safe brands with good reputation and balanced price-quality ratio. Children, in contrast, perceived food brands through perceptual attributes like taste and attractive packaging. With regard to collaborative food purchases, brand perceptions of mothers seemed to play a more important role in purchase decision-making than brand perceptions of children. In toys & games product category, parents paid attention to price characteristics of brands, emotional responses to brands, brand quality and functionality, and developmental benefits for children. Children, in turn, were concerned with brand quality and functionality, emotional responses to brands, appearance of the products and brand reputation. Also, brand perceptions of children seemed to be of greater importance than brand perceptions of their parents in decision-making process. Conclusions: Firstly, both the child´s perspective and the parent´s perspective on brands affect purchasing decisions, however, this impact is unequal and depends on a product category. Secondly, children and parents focus on different aspects of brands in different product categories. This study ends with managerial implications and directions for the future research.
Faculteit der Managementwetenschappen