Children's influences on family decision making in Hong Kong

Abstract

Purpose

Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making in Hong Kong.

Design/methodology/approach

The study is based on a survey of 366 family members in Hong Kong.

Findings

Children are found to have more influence in the choice‐making stage of decision making and parents still control the final decision, which is consistent with previous research findings.

Practical implications

Parents and their children usually engage jointly in family decision making. Marketers should address the needs of both parties and work to help to resolve any conflict that may arise.

Originality/value

The study is framed within resources theory to examine children's influence in two decision stages of family decision making.

Citation

Ming Wut, T. and Chou, T. (2009), "Children's influences on family decision making in Hong Kong", Young Consumers, Vol. 10 No. 2, pp. 146-156. https://doi.org/10.1108/17473610910964723