The relationship between packaging, children's pester power, branding, and children's social power toward parent's purchasing decision: A case study of Bangkok parents with children aged 5 years old and below

Children are known to have an important role in influencing the family purchasing decision for decades. The purpose of this research was to identify which influencing factors affect the decision making process of parents. The factors include packaging, pester power, branding, and social power. The data was collected from 168 parents with children aged 5 years and below from 5 elementary schools in Sathorn, Bangkok. Correlation method was used for data analysis and quantitative method was applied by conducting the questionnaire survey. This study has been analyzed using Pearson's Correlation Coefficient analysis to examine the relationship between the independent variables which are packaging, pester power, branding and social power, and the dependent variable, which is purchasing decisions of parents toward their children. The findings indicated pester power, branding and packaging are significant and positively related to decision making process of parents toward their children. Moreover, the findings also indicated that social power was not related to children's perception of influencing their parents' purchasing decisions. Hence, brand name and packaging have the major impact to influence the purchasing decisions of the family. With those two influencing factors, pester power will be the drive to influence the parents and/or guardians to make the purchasing action.