Vliv dětí na kupní rozhodování v rodině

Abstract

Children play an important role in a purchase decision process in a family. They have an influence on purchase decisions related in particular to products they can immediately consume and also to products with a lower price. The article is focused on the shopping and consumer behaviour in the family. The attention is primarily focused on the fact whether children can influence their parents in their purchasing decisions and how. Furthermore, it pays attention to several product categories and examines where the children influence is more significant. The influence of children on purchase decisions is particularly pronounced in encouraging parents to do the selection and purchase. There is a difference in the perception of the influence itself by parents and children. Children usually think they have more influence on decision making than their parents think.