Effect of pester power on purchase decisions of kids products : evidence from Vietnamese market

Name: Bui, Nhung Hong

keyword: Pester power

; Kid influence

; Purchase decision

; Milk product

; Premium

; Advertising

; Peer pressure

; Packaging

Abstract: Kids’ power to ask for their desired products is called pester power. A kid does not have the power to purchase but they own the power to affect family buying decisions. The emerging involvement of kids in the family buying decision is becoming more important and draw attention of researchers and business corporations. The objective of the study is to find influential factors of pester power on parent’s purchase decisions of milk products in Vietnam. Based on previous studies, the research paper proposes a model to examine pester power factors influence on purchase decision of milk products. There are total 501 respondents whose data collected for this study. According to the results of hypothesis testing, Premium, Peer Pressure, and Advertising have significant positive impact on purchase decision, in which Premium shows the strongest impact, followed by Advertising and Peer Pressure while Packaging does not have a significant influence on purchase decision in the sample collected. According to the findings, the research paper comes up with recommendations for businesses to promote milk products for kids in Vietnam

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Surat Teerakapibal

Role: advisor

Created: 2020

Modified: 2022-12-21

Issued: 2022-12-21

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2020.410

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Global Business Management

Grantor: Thammasat University

©copyrights Thammasat University

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