From Mickey Mouse to Max and Cheese: enhancing user experience for the family market

Agate, Sarah Taylor; Williams, Joel E.; Barrett, Nate

doi:10.1504/ijbir.2011.041055

Cited by 6 publications

(1 citation statement)

References 14 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…As more families are seeking opportunities together, organisations are providing 'experiences' for families to appeal to more customers and increase their revenue in economically challenging times (Agate et al, 2011). To understand the psychology of a young child, whole family is important.…”

Section: Marketing Implicationsmentioning

confidence: 99%

Structural equation modelling of child's role in family buying

Chaudhary

2015

IJBIR

View full text Add to dashboard Cite

Consumer behaviour is getting increasingly complex. Corporates are managing their relationships with their customers to generate benefits for both customer and company. This paper focuses on decision making in a family and analysing how children impact their parents' consumer decisions. This study also proposes an effective framework to carry out a structural analysis on the family buying process and understand the child's influence in the family purchase for various products. A structure equation model was employed to incorporate child's consumer socialisation agents, child's use of pester power through various influence strategies, the three stage family buying process and finally the child's influence in the buying of three selected product categories. The paper ends with a conclusion and implication for marketers.

show abstract

Section: Marketing Implicationsmentioning

confidence: 99%