CHILDREN’S INFLUENCE ON PARENTAL FOOD BUYING DECISIONS: A CASE STUDY IN BOGURA, BANGLADESH

Children’s influence on parental food buying decisions

Abstract

Digital media advancements allow children to discover new food products ahead of their parents which makes them influential decision-makers when it comes to family purchases. The research investigates how children choose their preferred food items according to their social status and their ability to affect their parents' food selection choices. The study conducted 140 interviews with 70 children and 70 parents from a similar household in Bogura through face-to-face interviews with a standardized questionnaire. The research used descriptive methods and econometric techniques including logistic regression to fulfil its objectives. The research shows children play an active role in shaping their parents' food purchases through direct and indirect methods when it comes to their preferred items including ice cream, chocolate, fried chicken, cake and noodles. The degree of child influence on food purchases depends on four main factors which include family size, number of siblings, parental educational attainment and household financial resources. Children who come from smaller families with fewer siblings and parents who have higher educational levels tend to have more influence. The preferences of children tend toward inexpensive products with spicy flavors and foreign brand labels because they see these items in television commercials. The research demonstrates children play a substantial part in determining family food preferences while providing valuable insights for companies that want to reach this specific market segment.