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Parent-Child Interaction in Food Purchase Decisions: A Parental Perspective
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2015 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
Abstract [en]

Background: Children portray an important role in family food decision-making processes. It has been confirmed that a child becomes a competent consumer in the modern marketplace at the approximate age of fourand by the age of nine, they possess an affluent role with confidence and skills. Moreover, due to the widespread usage of social media, children today are considered immensely different from past generations. As a result from the increased knowledge and confidence in their role as consumers, conflict between children and their parents is a frequent occurrence. Hence, the route from children’s attempts to influence to the occurrence of conflict, or avoidance of conflict, to the final resolution and restoration of harmony refers, in this thesis, to the concept of ‘parent-child interaction’.

Purpose: The purpose of this thesis is to understand and describe Swedish parent-child interaction in especially food purchase decisions from a parental perspective.

Method: In order to fulfil the main purpose of the thesis, a qualitative research method was employed. Data collection was performed through 12 semi-structured interviews with parents to children between the ages of three and 12. Furthermore, a non-probability sampling method was employed with a judgmental technique in order to appropriately reach the desired target market.

Conclusion: In conclusion, the children frequently employed five distinct active influence strategies with the purpose of influencing the parents’purchase decisions. This study identified two additional techniques, namely bringing and peer influence, being unique in the Swedish context. In addition, it was confirmed that the three main causes ofconflicts between parents and children were nutritional value, price and food preferences. Further, an evaluation of various conflict avoiding techniques was made, where in addition to the three existing tactics, two novel ones were established. Lastly, the Swedish parents claimed to solve conflicts through the utilisation of six conflict resolution techniques. It was found that all of these techniques, except the one of communication, were novel in this particular context.

sted, utgiver, år, opplag, sider
2015. , s. 65
Emneord [en]
Children’s influence, parent-child interaction, food purchases, Swedish context, food conflicts, children, conflict avoiding, conflict resolution
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-27277ISRN: JU-IHH-FÖA-2-20150090OAI: oai:DiVA.org:hj-27277DiVA, id: diva2:822629
Fag / kurs
IHH, Business Administration
Veileder
Examiner
Tilgjengelig fra: 2015-07-30 Laget: 2015-06-17 Sist oppdatert: 2015-07-30bibliografisk kontrollert

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