Impact of Influential Habits of Children on Parent’s Snack Foods Buying Decisions in Pakistan

Abstract

Influential habits of Pakistani children and buying habits of parents are discrete from their western counter parts due to difference in culture, norms, social system and religion. Parents have varying degree of control due to family structure. This study aims to explore the influence of Pakistani children on the buying decisions of their parents across the category of snack foods. This self-administered questionnaire was filled by 103 parents in Karachi, Pakistan. The study hypothesized that whether or not the parent’s snack foods, buying decisions are influenced by their children. In case of easy to prepare food, children do significantly influence on parents buying decisions in case of instant and frozen food as well as spreads and jams. However, the impact was insignificant in case of cereals. In case of ready to eat food, parents do not accept the influence of children in case of fizzy drinks and juices however in case of confectionary items as well as crispy chips results are insignificant. The implication of the study is that the owners of super store markets should design their marketing strategies separately for items where the children influence buying decision of their parents.