group 1 - team 6
TRANSCRIPT
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FAMILY COMMUNICATIONAND PARENTAL INFLUENCE
ON CHILDREN'SBRAND ATTITUDES
www.group7.com
Group 7: H Minh cH Vit Hng
Nguyn Hunh Tho NgnNguyn Th Hng PhngTrng Th Ngc Thu
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Family communication and
parental influence on children'sbrand attitudes
Group 1 - Team 6:H Vit HngNguyn Hunh Tho NgnNguyn Th Hng PhngTrng Th Ngc ThuH Minhc
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CONTENTS
1. Introduction
2. Theoretical Background
3. Method
4. Analysis
5. Conclusion
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1. Introduction: Journal review
The degree family communication affects thetransmission of brand attitudes from parents tochildren.
Mother with concept-oriented and fathers withsocio-oriented communication are more likely toinfluence their children's brand attitudes.
The article considers the effects of gender.
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Children not only play an important role in familydecision making, but have responsibility asconsumers in their own rights.
Brand and product preferences transfer from onegeneration to the next.
The paper attempts to address to two majorresearch questions
1. Introduction: Journal review
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Question 1:
Whether the degree of parental influence on
children's brand attitude is related to the paternaland maternal communication structure?
Question 2:The relations on the dyadic level.
1. Introduction: Journal review
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2.1 Theoretical background:Parental influence on children's brand attitudes
Communication with family members plays animportant role in shaping consumer learning
The family is instrumental in teaching youngpeople basic rational aspects of consumption
It appears that certain product loyalties or brandpreferences are transferred from one generation
to another, maybe for even three or fourgenerations within the same family
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Family members may affect the consumer behavior of otherfamily members through communications
There are two unrelated dimensions of communicationstructure: social orientation and concept orientation.
Parents with socio-oriented communications are expectedto exert more influence on their children's brand attitudes
while the other provide their children more consumptionindependence.
Researchers suggest that parents are more responsive tosame-sex children.
2.2 Theoretical background:Family Communication Process
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3.1 Method: Sample and data collection
Self-administered questionnaires were distributedto 421 fourth, fifth and sixth-grade children in ten
elementary schools.
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3.2 Method: Measures
Concept-oriented communication was measured byten items include:
My mother (father) asks me for advice about
buying things My mother (father) lets me decide which things I
should or should not buy
My mother (father) and I talk about buying things
My mother (father) asks my reference when shebuy something for me
My mother (father) talks me about where different
product can be bought
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3.2 Method: Measures
Socio-oriented communication was measured by tenitems include:
My mother (father) tells me what things I should buy
My mother (father) wants to know what I did withmy money
My mother (father) complains when she does notlike something that I bought for myself
My mother (father) tells me that I am not allowed tobuy certain things
My mother (father) tells me not to buy certain things
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4.1 Analysis: Parental communicationstructures on childrens brand attitudes
H1: There is NOT a positive relationship between achilds perceived maternal influence on brand attitude
and the level of socio-oriented communication held
by the mother H2: A positive relationship EXIST between a childs
perceived maternal influence on brand attitude and thelevel of concept-oriented communication held by the
mother
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4.1 Analysis: Parental communicationstructures on childrens brand attitudes
H3: A positive relationship between a childs perceived
paternal influence on brand attitude and the level of
socio-oriented communication was SIGNIFICANT forthe father
H4: A positive relationship between a childs perceived
paternal influence on brand attitude and the level ofconcept-oriented communication was NOTSIGNIFICANT for the father
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4.2 Analysis: Gender composition andparental influence on childrens brand
attitudes
For the girl, her mothers influence on brand attitude ishigher than her fathers.
However, the boys brand attitude also is moreinfluenced by his mother than by his father.
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4.2 Analysis: Gender composition andparental influence on childrens brand
attitudes
H5: Mothers with a concept-oriented communicationdimension are significantly related to both boys' andgirls' brand attitudes.
H6: Fathers with a socio-oriented communicationdimension are related to both boys and girls brandattitudes
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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-orientedcommunication structureinfluence their childrensbrand attitudes.
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5.1 Conclusion: Managerial implication
These findings are especially helpful to marketers who
want to build long-tern brand loyalty for products orbrands
Marketers need to consider the differences in thefamily communication structure between mother
and father Marketers might segment and target particular
family communication and position
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5.1 Conclusion: Limitations and furtherresearch
Because only children in Taiwan were recruited, theissue of external validity, namely, the ability togeneralize the result outside of Taiwan remains to be
demonstrated The result was not expected to generalized to all
other settings (sport shoes industry only).
Although the sample of school was not chosenrandomly, questionnaires are distributed in the schoolslocated in a variety of socioeconomic areas in Taiwan tominimize the influence of socioeconomic status of
family on children customer behaviors
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5.1 Conclusion: Limitations and furtherresearch
The longitudinal influence of parental brand
attitudes merits additional research
The degree of parental influences may vary indifferent stages of consumer socialization.