The influence of parental style on purchasing intentions in the child consumer

Authors

DOI:

https://doi.org/10.17981/econcuc.40.2.2019.09

Keywords:

Child consumer, Parental style, Purchase intention, Marketing

Abstract

The family, being part of a social system, responds to social standards considered "normal" according to its closest environment. However, the family must socialize and this socialization with the environment occurs in a bio-psycho-social way for all its members, the way in which it is socialized will depend to a great extent on the upbringing. This article aims to analyze the relationships between parenting style and purchase intentions in infants, from aspects such as communication and influence. A correlational quantitative study was carried out, with the participation of 90 boys and girls residing in an intermediate city in Colombia, whose data was processed in the SPSS software. The results of the correlations show that, in general, the independent variable parental style has a positive relationship with the dependent variable purchase intention of minors. When the analysis is performed exclusively for the authoritarian style, a negative correlation is presented. It is concluded that children belonging to authoritarian families have lower purchase intentions due to the rules and prohibitions imposed on them.

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Author Biographies

Wilson Giraldo Pérez, Universidad de los Llanos, Villavicencio, Colombia.

PhD in Marketing from the University of Valencia, Spain. Master in Marketing, member of the Consumer Dynamics research group and teacher at the Faculty of Economic Sciences of the University of Los Llanos, Villavicencio, Colombia. Email wgiraldo@unillanos.edu.co. Institutional address: Calle 37 No. 41-02 Barzal - PBX. +57 (8) 6616900.

María Cristina Otero Gómez, Universidad de los Llanos

PhD in Marketing from the University of Valencia, Spain. Master in Marketing, plant teacher and leader of the Consumer Dynamics research group of the Faculty of Economic Sciences of the University of Los Llanos, Villavicencio, Colombia. ORCID 0002-3241-7877 Email: motero@unillanos.edu.co Institutional address: Calle 37 No. 41-02 Barzal - PBX. +57 (8) 6616900.

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Published

2019-08-23

How to Cite

Giraldo Pérez, W., & Otero Gómez, M. C. (2019). The influence of parental style on purchasing intentions in the child consumer. ECONÓMICAS CUC, 40(2), 139–152. https://doi.org/10.17981/econcuc.40.2.2019.09

Issue

Vol. 40 No. 2 (2019)

Section

Articles: Administration, Organization and Methods

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Copyright (c) 2019 Wilson Giraldo Pérez, María Cristina Otero Gómez

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