Senkbeil Parental Decisions on Processed Snack Choices

A Study of Thai Parents in Bangkok, Thailand
1. Auflage 2009
ISBN: 978-3-8366-3081-8
Verlag: Bedey & Thoms Media eBook
Format: PDF
Kopierschutz: 0 - No protection

E-Book, Englisch, 94 Seiten

Marketing of snacks is a very complex mechanism which is specifically constructed to influence children's consumer choice and behavior. The effects of advertising can be seen on multiple levels affecting children's knowledge of brands, consumer attitudes, and eating behavior. Investigating the effect of children's influence on parental decision making is essential to marketers who need to assess the performance of their communications and devise new marketing strategies for the future. This research proposes to identify what factors influences parents in their purchase decision for snacks and what roles children play in the parental purchase decisions for snacks. Furthermore the research concentrates on processed snacks in order to determine the most prominent factors in the Thai food market and thus propose appropriate information for marketers based on empirical research collected. This book makes important contributions to the family respectively parental decision making research and it should serve as a framework to the future research in the area of children's influence.

Autoren/Hrsg.

Senkbeil, Andreas

Inhaltsverzeichnis

1;Parental Decisions on Processed Snack Choices;1
2;Acknowledgements;3
3;EXECUTIVE SUMMARY;5
4;TABLE OF CONTENTS;7
5;LIST OF TABLES;11
6;LIST OF FIGURES;13
7;Chapter 1 Introduction to the study;14
7.1;1.1 Introduction;14
7.1.1;1.1.1 The snack market in Thailand;16
7.1.2;1.1.2 Children and snacks;17
7.1.3;1.1.3 Parents;19
7.2;1.2 Statement of the Problem;20
7.3;1.3 Research Objectives;21
7.4;1.4 Justification of the research;22
7.5;1.5 Limitations of the research;23
7.6;1.6 Conceptual framework;24
8;Chapter 2 Literature Review;25
8.1;2.1 Trends in the parent-child relationship;25
8.2;2.2 Types of Parents;28
8.2.1;2.2.1 The Consultant;28
8.2.2;2.2.2 The Helicopter;29
8.2.3;2.2.3 The Drill Sergeant;29
8.3;2.3 The Four Types of Families;30
8.4;2.4 The Family Purchase Decision-Making Process;31
8.4.1;2.4.1 Roles within the family purchase decision-making process;31
8.4.2;2.4.2 Roles of children in the family purchase decision-making process;33
8.5;2.5 Definition of determinants children use to influence parental decision on food purchasing.;36
8.5.1;2.5.1 Interpersonal Influences;37
8.5.2;2.5.2 Environmental influences;37
8.5.3;2.5.3 Societal Influence;38
8.6;2.6 Theories related to Children’s Influence on Parental Decisions;38
8.6.1;2.6.1 Consumer Socialization;38
8.6.2;2.6.2 Power Relational Theory;40
8.6.3;2.6.3 Pester Power;40
8.7;2.7 Previous Studies;41
8.8;2.8 Research frameworks;43
8.8.1;2.8.1 Model of children’s strategies for influencing parents decisions on food choices;43
8.8.2;2.8.2 Conceptual Framework;45
9;Chapter 3 Research Methodology;46
9.1;3.1 Research Method;46
9.1.1;3.1.1 Qualitative Method;47
9.1.2;3.1.2 Quantitative Method;48
9.2;3.2 Data Collection;49
9.2.1;3.2.1 Subjects/Respondents;49
9.2.2;3.2.2 Sample size;49
9.2.3;3.2.3 Questionnaire;51
9.2.4;3.2.4 Instrument Development;52
9.2.5;3.2.5 Data Collection Procedure;53
9.3;3.3 Statistical Analysis of Data;54
10;Chapter 4 Presentation of Data and Discussion;56
10.1;4.1 Results of Part A (Screening Questions);56
10.2;4.2 Results of Part B (Parents’ Purchase Behavior Influences);58
10.3;4.3 Results of Part C (Parents Purchase Strategies);60
10.4;4.5 Miscellaneous Findings;69
11;Chapter 5 Findings, Conclusion & Recommendations;72
11.1;5.1 Summary of Findings;72
11.2;5.2 Conclusions;74
11.3;5.3 Recommendations;74
11.4;5.4 Further Research;76
12;References;77
13;APPENDICES;84