Group 1 - Team 6

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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


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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.


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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.

Documents

Group 1 - Team 6