Influência reversa no consumo entre gerações : um estudo exploratório sobre a influência dos filhos no processo de decisão de compra das famílias

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

2012

RESUMO

Many different factors contribute for the growth of children¿s role as influential agents in the family decision-making process such as technology in its most different shapes, and how easy is for the children to manage them, besides the recent changes in demographic and household structures with a decrease of number of children per family, people having children later in life, parents working out of home, the increasing medium income population in Brazil, where this work took place and so forth. Although this phenomenon is known, there is a lot to discover and understand in terms of dynamics that comes along with it. This study seeks a deeper understanding into the specificities within each family like parental style and family structure, looking for responses about how these matters can also shape this process of intergenerational influence, specially the ¿Reversal Intergenerational Influence¿ which flows from children to their parents. Due the investigation work proposed, it was decided to conduct a qualitative research under interpretative guidance, starting from a comprehensive literature review regarding the proposed theme followed by 21 in-depth interviews conducted among families including parents and their children, tweens within 10 to 14 years old, giving a total of 57individual in-depth interviews. Among the findings the families openness to their children ´opinions tendency stands out, besides their growing participation in the whole family decision making process, from information search, and choices, until the real moment of purchase decision making. Another finding is related to children´s power, about private consumption, that means, products and services which they have direct interest on them. On the other hand, it is also already perceived the growing participation of children on purchase decision making process of expensive products and public/family products. This fact is emphasized by emotions like guilty, especially among families with absent parents (by widowhood or divorce) or due parents work absorption, creating a gap and a need for creating a compensatory mechanism. Unique child also plays an important role in this process as third-party influence as well.

ASSUNTO(S)

decisão de compra intergenerational reversal influence família parental style influência family composition filhos private and public products tweens

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