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Marketing Influence on Children Which in Turn Influence Parents Buying Behaviour for Toys

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This work has not previously been accepted in substance for any degree and is not being concurrently submitted in any university or institute for any degree.

Signed Miss. Azalea Veronica Moses____________________________________________

Date 27/11/2010______________________________________________


This thesis is the result of my own investigation, except where otherwise stated. Where correction services have been used, the extent and nature of the correction is clearly marked in a footnote(s).

Other sources are acknowledged by footnotes giving explicit references. A bibliography is appended.

Signed Azalea Veronica Moses_____________________________________________

Date 27/11/2010______________________________________________


I hereby give consent for my thesis, if accepted, to be available for photocopying and for inter-library loan, and for the title and summary to be made available to outside organisations.

Signed Azalea Veronica Moses_____________________________________________

Date 10/11/2010______________________________________________

Summary of Dissertation

Title Miss

Surname Moses

Forename(s) Azalea Veronica

Institution Rayat London College

Degree Sought Master in Business Administration

Title of Dissertation: Marketing influence on children which in turn influence parents buying behaviour for toys.

This research was done to analyze how do 'marketing strategy influence children which intern influence their parents' buying behaviour for toys The collection of the data used was collected from primary and secondary sources in order to have a clearer view on the extent of influence of children on their parents buying behaviour in buying toys. Numerous Questioners were distributed randomly to parents at the mall along with interviews with toy store managers which helped me attain what I was researching on. .


Table of Content


Christian will help

Chapter I


1.1 Introduction

The first introductory chapter will describe the purpose of the study, research questions, and the research objectives. The benefits and significance of the study, the limitations of the study, and finally the chapter ends with chapter break down of this research report.

1.2 Background study

Today kids are forming an important part of the demographic markets having their own purchasing powers, influencing their parents' buying decisions and being the adult future consumers Kotler (2010).

Parents are more willing to buy extra for their children because of the trends such as smaller family size, dual incomes and postponing to have children meaning that families have more disposable income. (Longenecker & Moore, 2005)

This research revolves around the main concept of consumer buying behaviour which is defined as the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions(Bell, 2008).

The buying process of consumer also takes into account that why people choose one product or brand over another, how they make these choices, and how companies use this knowledge to provide value to consumers Kotler (2010).

Kerin et al. (1989) state that behind the visible act of making a purchase, there lies a decision process that needs to be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.

There are five stages of purchase decision making process followed by any consumer as following:

1. Problem recognition,

2. Information search,

3. Alternative evaluation,

4. Purchase decision, and

5. Post-purchase behaviour.

Kotler (2010) describe that during making a purchase, the buyer goes through a decision-making process consisting of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

During need recognition, the consumer recognizes a problem or need that could be satisfied by a product or service in the market. Once the need is recognized, the consumer is aroused to seek more information and moves into the information search stage. With information in hand, the consumer proceeds to alternative evaluation, during which the information is used to evaluate brands in the choice set. From there, the consumer makes a purchase decision and actually buys the product. In the final stage of the buyer decision process, post-purchase behavior, the consumer takes action based on satisfaction or dissatisfaction(Bell, 2008).

Kotler (2008) describe that consumer buying behavior is influenced by four key sets of factors:

1. Social,

2. Cultural,

3. Personal, (Family)and

4. Psychological.

According to Botha et al. (2004), among various other social factors, family members are the most important to strongly influence the product and brand choices. A family, whose members live in close contact with one another for years, gradually develops fixed behavior and consumption patterns. Most children acquire their consumer behavior norms through



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