Author : Andreas Senkbeil
Publisher : Diplomica Verlag
ISBN 13 : 3836680815
Total Pages : 101 pages
Book Rating : 4.8/5 (366 download)
Book Synopsis Parental Decisions on Processed Snack Choices by : Andreas Senkbeil
Download or read book Parental Decisions on Processed Snack Choices written by Andreas Senkbeil and published by Diplomica Verlag. This book was released on 2009-10 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing of snacks is a very complex mechanism which is specifically constructed to influence children's consumer choice and behavior. The effects of advertising can be seen on multiple levels affecting children's knowledge of brands, consumer attitudes, and eating behavior. Investigating the effect of children's influence on parental decision making is essential to marketers who need to assess the performance of their communications and devise new marketing strategies for the future. This research proposes to identify what factors influences parents in their purchase decision for snacks and what roles children play in the parental purchase decisions for snacks. Furthermore the research concentrates on processed snacks in order to determine the most prominent factors in the Thai food market and thus propose appropriate information for marketers based on empirical research collected. This book makes important contributions to the family respectively parental decision making research and it should serve as a framework to the future research in the area of children's influence.