Electronic Resource
Bradford
:
Emerald
Journal of fashion marketing and management
7 (2003), S. 196-206
ISSN:
1361-2026
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
This study investigated retail influence on the decision making of both parent and child during the purchase of children's casual-wear clothing. Principally, it analyses the impact of influential agents on the buying outcome by examining the parent-child relationship and the retailer influence in relation to need and motivations. By means of 100 parent and child questionnaires and one retail interview, it was concluded that parents were the most influential in deciding which clothes were bought, but children were found to exert a strong influence. The importance of branding to eight to ten year olds supports previous research in that it is closely correlated to peer pressure and the need to be accepted. Retailers were found to influence decision making mainly by the use of merchandise and branding to attract both children and parents. Recommendations for further research are discussed.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/13612020310475483
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