The influences of children and advertising on mother's decision in buying products for children in Ho Chi Minh city
Abstract
This research is conducted to analyze the influences on mother’s decision in buying products for their children. Those influences are from children’s influence, advertising, children’s age and kinds of products. Three models were developed in this study to see the relationship among variables more clearly.
The research has been conducted from September, 2012 to the starting of January, 2013 in Ho Chi Minh City. The reviewing of related theories, previous researches and literatures proposed different things to help build the models of mother’s decision. The focus was on the children and advertising’s influence on mother’s decision. However, the control variables including children’s age and kinds of products were also mentioned to see if they differentiate the mother’s decision. The measurement scales were formed from many related former research, and then some small interviews were conducted to edit the scale.
The 288 valid answers were from respondents in Ho Chi Minh City: Webtretho, AMA English Language Centers, some primary schools and Coopmart supermarkets. They are mothers who have at least one child from 5 – 12 years old, give final decision and buy products for their children. Answers were analyzed by SPSS 20 software and the results showed that there were strong influence of children and also advertising on mother’s decision. It was differentiated by children’s age, and also different kinds of products. These results suggested the clear advertising strategy for marketers in the field of products for kids.
Although this research has some limitations, the last part in this research proposed some recommendations and implications for further research to improve the understanding of factors impacting the mother’s decision to have the stronger strategy for
the marketing mission.