Kiriinya, Stephen Ntuara (2015) Influence of Children on Family Purchase Decisions of Households in Kenya. Masters thesis, Jomo Kenyatta University of Agriculture & Technology.
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PDF (Influence of Children on Family Purchase Decisions of Households in Kenya)
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Abstract
Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers by having a 360 degree view of their daily lives. The study sought to determine influence of children on family purchase decisions in Kenya. Specifically it sought to establish how parent-child relationship, children‘s peer group, advertising and product types contribute to children influence on family purchase decisions, and to determine whether culture moderates children influences on family purchase decisions in Kenya. The study adopted a descriptive survey and the target population was parents/guardians of 8-12 year old children in Kenya. The study used a mixed sampling design and adopted Roscoe‘s rule of thumb for determining sample sizes. Primary data was collected from two hundred (200) respondents selected at random from four (4) city county districts of Nairobi. As a way of pre-selection, only one (1) parent/guardian of children aged 8 – 12 years, from each household was surveyed. A pilot test was carried out on 10 households to obtain some assessment of the question‘s validity and the likely reliability. This was tested using Cronbach‘s Coefficient Alpha with a threshold of 0.7. Primary data was collected using a semi-structured questionnaire. The questionnaires were self and researcher administered and responses analyzed using SPSS. To test the hypotheses of the study, t and F tests were used. Correlation and regression analysis were carried out to determine the relationships between the variables used.xix The findings from multiple regression analysis indicated that family purchase decisions were positively influenced by parent-child relationship, peer group, advertising and product types. The results of the study also revealed that culture moderated the relationship between family purchase decisions and children influences. Correlation analysis results indicated that parent-child relationship, peer group, advertising and product types had a moderate and positive association with family purchase decisions. This indicated that children influence family purchase decisions only partly. The study recommended children to be considered as equal partners in family purchase decision making just as parents. The study provided insight for marketers about which product advertising is effective on children. Marketers need to focus on solutions in impacting parents, because they decide most in the general decision stage. According to the study, cultural differences were considered as being critical in shaping the identity of teens in Kenya and also being responsible for their attitudes and behaviors as consumers. The study recommended that marketers should consider cultural diversity in the Kenyan society when appealing to children consumers.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HQ The family. Marriage. Woman |
| Divisions: | Africana |
| Depositing User: | Geoffrey Obatsa |
| Date Deposited: | 14 Jun 2017 13:21 |
| Last Modified: | 14 Jun 2017 13:21 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/1822 |
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