Friday, October 20, 2006

Kids influence buying decision???

I have been hearing about this in many of my marketing classes and have been reading about this since months. Everyone has been saying about kids influencing parents’ decision to buy a car, a TV, a camera, a washing machine and what not. Recently I read an article about kids asking their mothers to buy Whirpool washing machine ‘cause it has some magic in the ads. I have a question here, how many times have we seen parents taking decisions about household things based on what their kid recommendations? I think the marketers or at least the authors are getting a bit confused here. Yes the kids are influencing their parents’ decisions, but not in the case of products they have no knowledge about and definitely not because they have seen some sort of ad and have liked the “magic”. This is not a chocolate that mama will buy him cause there some genie coming out of it in the ads. In the categories like cell phones, laptops and all such fast changing gadgets, kids around the age of 12-13 years have much higher knowledge and are more up-to-date as compared to their parents. Here for sure they do influence their decision, but this influence is due to better knowledge and not due to some odd ad.


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