Mommy Bili Mo Ako Niyan: a Narrative Analysis on How Children Affect Their Parents' Purchasing Decision Making

Abstract

INTRODUCTION

In today's generation, children have established an important place in the market compared to the past generation. Children nowadays act as consumers, buyers, spenders, and they greatly influence the purchasing decisions, so it only proves that children play an important role for market as a buying consumer. Researchers want to identify the factors which tend to stimulate the children in influencing their parents for making the purchase decision.

METHODS

In conducting the study the researchers prepared semi-structured interview questions and also utilized the qualitative study and the approached used is narrative analysis. The researchers used purposive sampling for the selection of the respondents having 8 parents whose age are ranging from 30-45 and 8 children whose age are ranging from 10-15 years old. This research is only limited to those who lived in Barangay Real, Calamba City.

RESULTS

Majority of the respondents who participated in the study perceived that 1.) The role of the children in purchasing a product served as thebasis of their parents buying decision. They consider their children's wants and needs to make them happy and satisfied. 2.) Parents consider the whims of their children. 3.) Majority of the children are influenced by the product advertisement and productbrand as endorsed by television personalities.

DISCUSSIONS

The results demonstrated how children influence their parents in the purchase decision making. This implies that children nowadays are no longer passive with their parents in terms of purchase decision making as compared to the children before. This study also revealed that children are not only acting as consumers, but as influencers for their parents in choosing what to purchase. This study recommends that parents need to manage their children'sattitude towards purchasing a product. The parents have the power to consider their authority over their children.