Impact of Product Packaging and Family Communication Patterns on Children and Parents Buying Behavior (Children and Parents Who Go Shopping in Entertainment and Shopping Centers)

Subject Areas : Jounal of Marketing Management

M. Miarrostami ¹ , B. Kheiry ²

1 - دانش آموخته مقطع کارشناسی ارشد رشته مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران
2 - عضو هیات علمی دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران

Received: 2014-09-05 Accepted : 2014-09-05 Published : 2014-09-23

Keywords: Product packaging, Product preferences by childre, Buying behavior of parents, Family communication patterns,

Abstract :

Nowadays, recognition buying behavior of children and their parents is one of the key success factors for organizations. If marketers can identify the factors influencing buying behavior of the child, they will be able to get ahead of its competitors in their industry, and have a greater share of the market. No doubt, a prerequisite for success in any market is acceptance of products by customers in the target markets. Also, since today's society is moving toward child- prominence, and with the ways of communication such as the Internet, satellite, and rising of children awareness, it can be seen that the role of children in family purchase decisions became more highlight. Therefore, to understand the factors influencing buying behavior of children, and see the impact on parents buying, can be more understanding of the child's behavior as a customer, and based on this, marketers are able to take a larger share of the market, & hence, studying these factors is important . The population used for this study, are children and parents in entertainment and shopping centers and 385 pairs of questionnaires were distributed between children and their parents in these centers, which sampling in each of these centers was done based on stratified simple random sampling method. Also, to analyze the data, descriptive and conclusive statistics, and the software SPSS, and Lisrel were used, and Structural Equation Modeling, used as a multivariate analysis technique, for examining dependence rate of relationships between the variables. The results indicate that the product packaging, influences on unhealthy product preferences by the child. But product packaging don’t influence on healthy product preferences by children, and also the product preferences by children (healthy and unhealthy), don't influence on buying behavior of parents. Also, conceptual attitudes of parents don’t influence on child's perception impression in parents buying decision. While, social attitudes of parents influences on child's perception impression process and child's perception impression process in parents buying decision do not influence on the buying behavior of parents.