On foot, in the shopping cart or in the buggy: the influence of children on supermarket shopping

Vitor Koki da Costa Nogami; Olga Maria Coutinho Pépece; Juliana Medeiros; Andres Rodriguez Veloso

doi:10.18593/race.20425

Authors

Vitor Koki da Costa Nogami Pontifícia Universidade Católica do Paraná https://orcid.org/0000-0001-5185-731X
Olga Maria Coutinho Pépece https://orcid.org/0000-0002-9155-9285
Juliana Medeiros
Andres Rodriguez Veloso https://orcid.org/0000-0003-3037-6773

DOI:

https://doi.org/10.18593/race.20425

Keywords:

Shopping cart, Supermarket shopping, Consumer behaviour, Retail, Child

Abstract

The paper goal is to analyze how the shopping cart strategy can influence the family’s buying process when they are with children in supermarket. The literature review addresses both the evolution of supermarket retailing and children's influence on family’s decision-making at supermarket. We conduct two researches, first (qualitative) included 12 observations and 7 interviews at one supermarket store, second (quantitative) consisted of a survey at four stores of same supermarket chain with sample of 298 families. The results indicate there mainly findings, (a) parents prefer when children are in shopping cart, (b) children prefer to go in the buggy as there is a funny shopping experience, and (c) when children are walking, they interact more with the products in the supermarket, consequently, its family spend more than had planned. This paper has the following contributions. The paper offers a deeper understanding of how children behave in real settings, providing insights to retail managers on the dynamics of the store. In addition, we offer suggestions to retail managers on how to deploy a cart strategy that has potential to bring superior revenues. Lastly, our findings suggest that in some retail situation, the deployment of certain cart strategies can bring more security to the store.

Downloads

Download data is not yet available.

References

ACNielsen. (2013). População infantil diminui, mas ganha importância. http://www.acnielsen.com.br

Associação Brasileira de Empresas de Pesquisa. (2013). Critério de classificação econômica Brasil. http://www.abep.org/novo/Content.aspx?ContentID=301

Associação Brasileira de Supermercados. (2020). Aumento do faturamento dos supermercados. https://www.abras.com.br/economia-e-pesquisa/indice-de-vendas/indice-do-mes/

Atkin, C. A. (1978, October). Observation of parent-child interaction in supermarket decision make. Journal of Marketing, 42(4), 41-45. DOI: https://doi.org/10.1177/002224297804200406

Ballantine, P. W., Jack, R., & Parsons, A. G. (2010). Atmospheric cues and their effect on the hedonic retail experience. International Journal of Retail & Distribution Management, 38(8), 641-653. DOI: https://doi.org/10.1108/09590551011057453

Baldassarre, F., Campo, R., & Falcone, A. (2016). Food for kids: How children influence their parents purchasing decisions. Journal of Food Products Marketing, 22(5), 596-609. DOI: https://doi.org/10.1080/10454446.2016.1141143

Bardin, L. (1977). L’analyse de contenu. Presses Universitaires de France.

Barrey, S., Baudrin, M., & Cochoy, F. (2010). Young consumers: Insight and ideas for responsible marketers emerald article: From fun foods to fun stores. Young Consumers, 11(2), 138-147. DOI: https://doi.org/10.1108/17473611011065827

Baxter, S. (2012). Exploring children’s attitudes towards research participation. The Market Research Society, 54(4), 455-464. DOI: https://doi.org/10.2501/IJMR-54-4-455-464

Belk, R. W. (2006). Handbook of qualitative research methods in marketing. MPG Books. DOI: https://doi.org/10.4337/9781847204127

Berey, L. A., & Pollay, R. W. (1968). The influencing role of the child in family decision making. Journal of Marketing Research, 5(2), 70-72. DOI: https://doi.org/10.1177/002224376800500109

Carlson, L., & Grossbart, S. (1988). Parental style and consumer socialization of children. The Journal of Consumer Research, 15(1), 77-94. DOI: https://doi.org/10.1086/209147

Chamie, B. C., Ikeda, A. A., & Parente, J. (2012). Atmosfera de loja como um elemento da estratégia varejista. Revista Administração em Diálogo-RAD, 14(1). http://revistas.pucsp.br/index.php/rad/article/view/10178/7644

Cook, D. (2008, October). The missing child in consumption theory. Journal of Consumer Culture, 8(2), 219-243. DOI: https://doi.org/10.1177/1469540508090087

Denzin, N. K., & Lincoln, Y. S. (2005). Handbook of qualitative research. Sage.

Donohue, T. R., Henke, L. L., & Donohue, W. A. (2005). Do kids know what tv commercials intend? Journal of Advertising Research, 20(5), 51-57.

Dotson, M. J., & Hyatt, E. M. (2005). Major influence factors in children's consumer socialization. Journal of Consumer Marketing, 22(1), 35-42. DOI: https://doi.org/10.1108/07363760510576536

Ebster, C., Wagner, U., & Neumueller, D. (2009). Children’s influences on in-store purchases. Journal of Retailing and Consumer Services, 16(2), 145–154. DOI: https://doi.org/10.1016/j.jretconser.2008.11.005

Engel, J., Blackwell, R., & Miniard, P. (1995). Consumer Behavior. Dryden.

Flurry, L. A. (2007). Children's influence in family decision-making: Examining the impact of the changing American family. Journal of Business Research, 60(4), 322-330. DOI: https://doi.org/10.1016/j.jbusres.2006.09.029

Holden, G. D. (1983). Avoiding conflict: Mothers as tacticians in the supermarket. Child Development, 54, 233-240. DOI: https://doi.org/10.2307/1129881

Instituto Brasileiro de Geografia e Estatística. (2011). Censo 2010.

Kerrane, B., & Hogg, M. K. (2013). Shared or non-shared? Children’s different consumer socialization experiences within the family environment. European Journal of Marketing, 47(3-4), 506-524. DOI: https://doi.org/10.1108/03090561311297436

Kumar, S. (2013). Children influence in the process of family purchase decision for high, low and child-Centric products. Researchers World, 4(3), 34.

Lawlor, M-A., & Prothero, A. (2011). Pester power – A battle of wills between children and their parents. Journal of Marketing Management, 27(5-6), 561-581. DOI: https://doi.org/10.1080/0267257X.2010.495281

Latin Panel. (2004). Consumidores de baixa renda: Onde estão, quem são e o que consomem. www.latinpanel.com.br

Limeira, T. (2008). Comportamento do consumidor brasileiro. Saraiva.

McDonald, G. W. (1980). Family power: The assessment of a decade of theory and research, 1970-1979. Journal of Marriage & Family, 42(11), 841-854. DOI: https://doi.org/10.2307/351828

McNeal, J. U. (1969). The child consumer: A new market. Journal of Retailing, 45(2), 15-22.

McNeal, J. U. (1992). Kids as customers – a handbook of marketing to children. Lexinton Books.

McNeal, J. (2007). On becoming a consumer. Routledge. DOI: https://doi.org/10.1016/B978-0-7506-8335-7.50002-7

Mikeska, J., Harrison, R. L., & Carlson, L. (2017). A meta-analysis of parental style and consumer socialization of children. Journal of Consumer Psychology, 27(2), 245-256. DOI: https://doi.org/10.1016/j.jcps.2016.09.004

Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58-70. DOI: https://doi.org/10.1177/002224299505900405

Montigneaux, N. (2003). Público alvo: Crianças. Negócio Editora.

Moschis, G. P. (1985). The role of family communication in consumer socialization of children and adolescents. Journal of Consumer Research, 11(4), 898-913.

Moschis, G. P., Moore, R. L., & Smith, R. B. (1984). The impact of family communication on adolescent consumer socialization. Advances in Consumer Research, 11(1), 314-319. DOI: https://doi.org/10.1086/209025

Moschis, G. P., Prahasto, A. E., & Mitchell, L. G. (1986). Family communication influences on the development of consumer behavior: Some additional findings. Advances in Consumer Research, 13(1), 365-369.

Mowen, J., & Minor, M. (2000). Consumer behavior. Prentice Hall.

Nairn, A., & Clarke, B. (2012). Researching children: Are we getting it right? The Market Research Society, 52(2), 177-198. DOI: https://doi.org/10.2501/IJMR-54-2-177-198

Oates, C., Blades, M., Gunte, B., & Don, J. (2003). Children’s understanding of television advertising: A qualitative approach. Journal of Marketing Communication, 9(2), 59-71. DOI: https://doi.org/10.1080/1352726032000080858

Piaget, J. (1959). Linguagem e o pensamento da criança. Fundo da Cultura.

Roedder-John, D. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183-213. DOI: https://doi.org/10.1086/209559

Selman, R. L. (1980). The growth of interpersonal understanding. Academic Press.

Schor, J. (2004). Born to buy. Scribner.

Valente Battistella-Lima, S., & Botelho, D. (2019). A relação entre a culpa das mães e suas decisões de consumo. Revista Brasileira de Marketing, 18(2), 171-197. DOI: https://doi.org/10.5585/remark.v18i2.3970

Veloso, A. R., & Campomar, M. C. (2012). Segmentation and positioning in the Brazilian kids market: A case study on the bottom of the pyramid. Revista Administração em Diálogo, 14(1), 122-153.

Veloso, A. R., Hildebrand, D. F. N., & Campomar, M. C. (2012). Marketing e o mercado infantil. Cengage Learning.

Veloso, A. R., Hildebrand, D. F. N., Dare, P. R. C., & Campomar, M. C. (2008). A criança no varejo de baixa renda. Revista de Administração de Empresas, 7(2), 1-26. DOI: https://doi.org/10.1590/S1676-56482008000200003

Valkenburg, P. M., & Cantor, J. (2001). The development of a child into a consumer. Journal of Applied Developmental Psychology, 22(1), 61-67. DOI: https://doi.org/10.1016/S0193-3973(00)00066-6

Wilson, G., & Wood, K. (2004). The influence of children on parental purchases during supermarket shopping. International journal of consumer studies, 28(4), 329-336. DOI: https://doi.org/10.1111/j.1470-6431.2004.00393.x