Children as co‐decision makers in the family? The case of family holidays

Abstract

Purpose

The aim of the article is to examine children's role in family purchase decision making with a particular focus on how much impact children are perceived to have and in what ways children impact family decision making concerning holidays.

Design/methodology/approach

Information was gathered from 26 in‐depth interviews with parents and children, telephone interviews with 800 Danish and 1,200 Germans, and questionnaires from 200 Danish and 200 German children.

Findings

Results show that parents perceive children to have moderate impact on decision making. Children, on the contrary, think they have quite a high level of impact. Parents perceive themselves to have the decisive vote, but in this “decisive vote” parents take children's manifestations and prior experiences with the children into account. Children do have significant impact in various ways through a broad array of techniques, directly and indirectly, consciously and unconsciously. Children vocalise their wishes, and parents are often attentive and co‐operative.

Research limitations/implcations

Other cultural settings than northern European would have been interesting to add to the analysis.

Practical implications

The significant influence of children not just in the buying situation, but also as a strong indirect factor is of interest when considering marketing actions.

Originality/value

The contribution of the article is insight into the discussions going on in families with viewpoints from both parents and children by the use of both qualitative and quantitative data. No previous works have integrated data of parents and children combining both qualitative and quantitative approaches.

Citation

Gram, M. (2007), "Children as co‐decision makers in the family? The case of family holidays", Young Consumers, Vol. 8 No. 1, pp. 19-28. https://doi.org/10.1108/17473610710733749