Children's Influence -Regarding Home Delivery Grocery Bags with Familyfood Optima AB in Focus.
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Background Children are influencing the family’s decision making process regarding food products. The children’s spending power is increasing and they become consumers in an early age. By influencing the parents, the children make them buy products that they had not planned to buy or make the parents avoid products that they usually would have bought. Online food shopping is increasing in Sweden and the home delivery grocery bag is the category of online food that has increased the most from 2010 to 2011. Familyfood Optima AB is one of the home delivery grocery bags companies that deliver grocery bags in the south of Sweden.
Purpose The purpose of this thesis is to find how children affect their parents’ behavior of purchasing home delivery grocery bags.
Method To understand how children affect their parents in the decision of home delivery grocery bags a qualitative approach was used where twelve semi-structured interviews were held. Seven of the interviews were held with customers to Familyfood Optima AB. Four interviews were held with non-customers that had been customers to Familyfood Optima AB and one interview was held with a respondent that never had been a customer of a home delivery grocery bag company.
Conclusion Children are influencing their parents in the decision to purchase home delivery grocery bags. They also influence the parents in the decision of whether or not to continue purchasing the home delivery grocery bag. The decision of purchasing a home delivery grocery bag depends on the children’s influence and the extent of the parent’s yielding.
To influence their parents, the child use both direct and indirect influence techniques and three of the five bases of power. The children’s influence is also dependent on the child’s age and the influence from peers.
Place, publisher, year, edition, pages
2012. , 58 p.
Children’s influence, Pester Power, Parental Yielding, Purchasing Decision, Home Delivery Grocery bags, Familyfood Optima AB
IdentifiersURN: urn:nbn:se:hj:diva-19132OAI: oai:DiVA.org:hj-19132DiVA: diva2:543590
UppsokSocial and Behavioural Science, Law