Exploring children, family, and consumption behavior: Empirical evidence from Nigeria

Gbadamosi, Ayantunji

doi:10.1002/tie.21486

Cited by 14 publications

(7 citation statements)

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“…They have more autonomy as they can select products on their own and sometimes spend their own pocket money without being supervised. They can also accompany their parents on a collaborative shopping trip, using various tactics to influence them (Nadeau and Bradley, 2012;Gbadamosi, 2012;Darian, 1998 (Girl,9) Choice of products: Variety/abundance is considered by 6-8 year-olds as one of the main advantages of in-store shopping:…”

Section: The Store As a Sales Channelmentioning

confidence: 99%

When children express their preferences regarding sales channels

Boulay

Faultrier

Feenstra

et al. 2014

International Journal of Retail &Amp; Distribution Management

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Purpose – The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. Design/methodology/approach – Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store. Findings – Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found. Practical implications – Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery. Originality/value – This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.

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Section: The Store As a Sales Channelmentioning

confidence: 99%

When children express their preferences regarding sales channels

Boulay

Faultrier

Feenstra

et al. 2014

International Journal of Retail &Amp; Distribution Management

View full text Add to dashboard Cite

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“…A fundamental and crucial phenomenon in marketing and consumer behavior is the family as a customer and decision-making unit (Gbadamosi, 2012). Its value as a unit of analysis in consumer purchasing decisions is widely established (Xia et al, 2006).…”

Section: Family Buying Decisionsmentioning

confidence: 99%

“…Wimalasiri , (2004) found that older children resort to rational persuasion than their younger counterparts because they try to justify their opinion or request by using some sort of factual evidence like television and radio advertisements. But Gbadamosi, (2012) claimed that Nigerian children start to request any good and service through direct request; if a direct request fails, a child would resort to the use of persuasion, and if that does not yield the expected result, the child resorts to the emotional tactic, with reference to the other.…”

Section: Children's Negotiation Strategies In Family Decisionsmentioning

confidence: 99%

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A Study of Children’s Influence in Family Purchasing Decisions: Parents’ Perspective

Senevirathna

Thero

Silva

2022

AJMM

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Purpose: Child consumerism is a topic that has been given prominence and attention by the fields of marketing, psychology and sociology recently. Children are at the center of family decision-making. As a result of the socialization process, children have gained a depth of knowledge and are able to bargain with their parents for a variety of products. Thus, the main motive of this study is to explore the influence of children’s involvement in family purchasing decisions. Design/methodology/approach: The study established a qualitative design, with the participation of parents who have children aged between 5 years to 11 years. Accordingly, 20 parents who have shopping experiences in two leading supermarkets in the Anuradhapura District were selected based on convenience and purposive sampling techniques. Furthermore, throughout the store's opening hours, data was gathered through semi-structured interviews. Then the findings were analyzed using the thematic analysis approach. Findings: According to the findings of the survey, the children have been exposed to the field and become more aware of products and services through different agents of socialization. They used negotiation strategies like exchange tactics, coalition tactics, inspirational appeal, and consultation tactics to persuade their parents. But this persuasion can be varied in reference to the child’s age, gender, family income, and structure. Furthermore, children’s perspectives of selecting items are mostly formed on the extent of colorfulness and the physical shape of products rather than what is contained inside. Also, they mostly demanded sweets, toys, stationery items, and instant products. Notably, children’s preferences are given more consideration and priority in the matter of purchasing items. Moreover, the children hold a positive sense towards shopping tasks according to the parents’ point of view whereas the parents hold a negative attitude on children’s involvement. Originality: The study has contributed to the body of knowledge about Sri Lankan children as consumers. Furthermore, this study identifies the impact of the store environment as a socializing agent, which has received less attention in prior studies. The findings could aid businesses in better understanding the shopping habits of Sri Lankan children. Implications: Overall, it can be mentioned that the outcome of this study provided important implications for consumers, marketers, and policymakers. Keywords: Family buying behavior, child involvement, socialization agents, persuasion, negotiation strategies.

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“…Interestingly, some studies have cautioned on this postulation indicating that children could also make decisions in some circumstances. A good example here is the study of Gbadamosi (2012) who argues that children in Nigeria, especially in cosmopolitan cities, are sometimes given free will to choose when the products involved are routinely consumed items such as snacks. Similarly, the notion of e-shopping also creates a twist to the issues of purchase decisions.…”

Section: Consumer Decision-making Process: Emerging Issuesmentioning

confidence: 99%