Children’s Influence on a Mother’s Purchase Decision: Shaped by TV Advertisements and Preferred Product Categories

Abstract

As a potential market worldwide, children have a great influence on household purchase decisions, and therefore, are targeted by advertisers every day with numerous selling messages. A fair amount of research has been conducted internationally on the relationship between television advertisement aimed at children and its influence on their purchase behavior. Pakistan, however, vastly differs in terms of family dynamics, which shapes a child’s role in family buying decisions. It is also important to notice that a child’s inclination towards a certain product is often contingent on his/her interest towards the product category itself. The aim of this study is two-fold: to identify the elements of child-focused TV advertisements that are retained by children and their interest in selected product categories, both of which consequently shape their influence on a mother’s purchase decision. Eight mothers, with children aged from 3 to 7 years, belonging to SEC A were interviewed. Additionally, an observation was conducted at two superstores in Karachi to record the mother-child purchase behavior. Overall, it was found that children build a strong recall through television advertisements and actively influence the buying process for the product categories of interest, particularly eatables and toiletries category. Also, mothers are not always affirmative and exhibit a reluctant and skeptical behavior towards products requested by children.

Keywords: Children’s infleunce, TV advertisement, product category, purchase decision