Strategies of children and parents during shopping for groceries

Abstract

Purpose – Only a limited number of studies have examined the behaviour and the strategies of children and parents during shopping. This ethnographical study aims at thoroughly understanding family decision-making when shopping for groceries, especially children's and parents' negotiation strategies. Design/methodology/approach – Using a qualitative ethnographical approach, seven known families were accompanied on 19 grocery shopping trips. Their behaviour, their interactions and their strategies during shopping were observed. Analysis was conducted by coding relevant information, defining categories, comparing data and identifying patterns. Findings – The results show that children constantly influence their parents, directly and indirectly. They do this by displaying various behaviours in the grocery store. Their negotiation tactics are diverse, as are parents' reactions to their children's negotiation strategies. Children aim at fulfilling spontaneous desires while parents want to restrain their children's requests. Research limitations/implications – Limitations of the study can be found in their qualitative methodology. Practical implications – This study has several implications for marketers. By learning about the joint decision-making process, companies as well as public policy makers will be able to address families more successfully and market healthy food more effectively. Originality/value – This study contributes to existing research on family decision-making by presenting different ways of children and parents behaviour during shopping trips. It applied an unusual technique of observing well-known families on their shopping trips.

Meet the good child. ‘Childing’ practices in family food co‐shopping

“…In line with several other studies they find that the children request several products but tend to accept rejections from parents: ‘In every family children know the “rules”, they know in advance what they are allowed to do, what they are allowed to buy and what they will not get. These rules are learned through past experiences’ (Haselhoff et al ., , p. 26), even if the children sometimes ask twice. The study reflects a willingness to compromise and seek peaceful negotiation, and ‘Most of the time it seems that children understand that their parents will not and cannot buy all the products they would like to have’ (Haselhoff et al , , p. 29).…”

“…These rules are learned through past experiences’ (Haselhoff et al ., , p. 26), even if the children sometimes ask twice. The study reflects a willingness to compromise and seek peaceful negotiation, and ‘Most of the time it seems that children understand that their parents will not and cannot buy all the products they would like to have’ (Haselhoff et al , , p. 29). Children seem to recognize that being polite is important (Ebster et al , ).…”

“…Haselhoff et al . () found that in German parents’ experience, bringing children to supermarkets ‘complicate and prolong the whole shopping process’ (2014, p. 22).…”

“…None-the-less they also offer a number of examples of children informing or correcting their parents: a 5-year-old girl informing her father that they actually have milk at home and do not need to buy it, a 5-year-old boy informing his mother that 'sweets make a stomach bad' when she wants to buy biscuits. In their observational study from Germany, Haselhoff et al (2014) note that children enjoyed shopping with their parents and were helpful at least some of the time: 'carrying bottles, helping at the bottle refund machine, checking quality of products like eggs or tomatoes, locating, fetching and carrying products, guarding and pushing the trolley, placing products on the counter, filling and carrying shopping bags' (p. 23). In line with several other studies they find that the children request several products but tend to accept rejections from parents: 'In every family children know the "rules", they know in advance what they are allowed to do, what they are allowed to buy and what they will not get.…”

Pairing Animal Cartoon Characters With Produce Stimulates Selection Among Child Zoo Visitors

“…Prior research demonstrates that girls typically have more of an influence than boys, and that older children request items less frequently but that their requests are more likely granted (Haselhoff, Faupel, & Holzmüller, 2014). When children shop with their parents an in-store dynamic is often at play where the children directly and indirectly influence purchasing as they aim to fulfill spontaneous desires while parents seek to restrain their children’s influence (Haselhoff et al, 2014). Children have most influence over lower cost purchases and those that are most relevant to them including cereals, juices, snacks, school products, and similar items (Martensen & Gronholdt, 2008).…”