The Influence of Adult Children from “Generation Y” on the Shopping Decisions of their Parents
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2017, Vol 1, Issue 5
Abstract
Family is one of the most important socio-cultural factors which refl ects on a man’s behavior. Contemporarily, young people demonstrate much more market activity. Except for doing shopping, they also play roles of advisors who infl uence choices of individual members of households. Most often, in spite of coming of age and leaving family home, they still have an impact on the behavior of family members. The aim of this paper is to examine the infl uence of children over 18 (generation “Y”) on parents’ consumer decisions (generation “X” and Baby-Boomers). As a research method a quantitative survey analysis was applied which showed that children have a relevant infl uence on shopping decisions of adults. Moreover, there are differences in the assessment of this infl uence between children and parents. The degree of young people’s impact on the shopping process of their parents is, among others, determined by age and sex of a child and a parent, the category of the product and its purpose. The limitation of the conducted analysis is the unrepresentative sample of respondents. The achieved results may be used by marketing specialists to deepen their understanding of consumer behavior of adult children and their parents and to properly address promotion messages.
Authors and Affiliations
Anita Matuszewska
Keywords
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- EP ID EP299749
- DOI 10.7172/2449-6634.jmcbem.2017.1.5
- Views 153
- Downloads 0
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