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Group 7: H Minh c H Vit Hng Nguyn Hunh Tho Ngn Nguyn Th Hng Phng Trng Th Ngc Thu
CONTENTS
The degree family communication affects the transmission of brand attitudes from parents to children. Mother with concept-oriented and fathers with socio-oriented communication are more likely to influence their children's brand attitudes. The article considers the effects of gender.
Children not only play an important role in family decision making, but have responsibility as consumers in their own rights. Brand and product preferences transfer from one generation to the next. The paper attempts to address to two major research questions
Question 1: Whether the degree of parental influence on children's brand attitude is related to the paternal and maternal communication structure? Question 2: The relations on the dyadic level.
Communication with family members plays an important role in shaping consumer learning The family is instrumental in teaching young people basic rational aspects of consumption It appears that certain product loyalties or brand preferences are transferred from one generation to another, maybe for even three or four generations within the same family
Self-administered questionnaires were distributed to 421 fourth, fifth and sixth-grade children in ten elementary schools.
H3: A positive relationship between a childs perceived paternal influence on brand attitude and the level of socio-oriented communication was SIGNIFICANT for the father H4: A positive relationship between a childs perceived paternal influence on brand attitude and the level of concept-oriented communication was NOT SIGNIFICANT for the father
4.2 Analysis: Gender composition and parental influence on childrens brand attitudes
For the girl, her mothers influence on brand attitude is higher than her fathers. However, the boys brand attitude also is more influenced by his mother than by his father.
4.2 Analysis: Gender composition and parental influence on childrens brand attitudes
H5: Mothers with a concept-oriented communication dimension are significantly related to both boys' and girls' brand attitudes. H6: Fathers with a socio-oriented communication dimension are related to both boys and girls brand attitudes
5.1 Conclusion
Parents play an important role in childrens consumer socialization by teaching their children all aspects of consumption. Mothers with a concept-oriented communication structure and fathers with a socio-oriented communication structure influence their childrens brand attitudes.
These findings are especially helpful to marketers who want to build long-tern brand loyalty for products or brands Marketers need to consider the differences in the family communication structure between mother and father Marketers might segment and target particular family communication and position
The longitudinal influence of parental brand attitudes merits additional research The degree of parental influences may vary in different stages of consumer socialization.