INFLUENCE OF CHILDREN ON THE CONSUMER

BEHAVIOR OF PARENTS IN LAS PIÑAS CITY: AN

ANALYSIS

Presented to
Dr. De Vera
Westfield Science-Oriented School and Colleges
Senior High School Department
Las Piñas City

In Partial Fulfillment of the

Requirements in Research in Daily Life

MARTIN BENEDICT L. COSICO

DANIELLE MARGARETH S. IBON

G11 - ABM

NOVEMBER 2019
 Chapter 1

INTRODUCTION

A. Background of the Study

Consumer behavior refers to the actions of the consumers in the marketplace and the

underlying motives for those actions. How customers choose, buy, use, and dispose products,

ideas, goods, and services to satisfy their needs and wants is part of studying consumer behavior.

There are many factors that affect this and some of those are: social factors, cultural factors,

personal factors, situational factors, psychological factors, and marketing. Social factors

encompass social status, reference groups and family. Teenagers are more susceptible to being

influenced by reference groups and adults are more influenced by situational and personal factors.

On the other hand, the consumer behavior of parents are more likely determined by social factors,

more specifically, the family.

Parents are bound to spend more with the increasing needs of a growing family.

Subconsciously, children play a huge role in the buying behavior of their parents. According to a

study, the changing demographics and household structures may have significantly increased the

impact of children on parental decisions. This has also increased their overall involvement in

family decision making. Another factor making children great influencers when it comes to

consumer behavior is the advertising and marketing directed at them. The reason behind the

targeted marketing is their power to purchase and influence parents and other adults. Due to the

noticeably growing power of children over the consumer behavior of parents, the researchers

decided to conduct a study analyzing the phenomenon in the City of Las Piñas.
 The aim of the study is to analyze the influence of children on the consumer behavior of

parents in Las Piñas City. The study needs to be conducted because it identifies how much

influence children bring to their parents specifically on their buying habits. It will give more insight

on the factors affecting children’s exposure to other influencing factors such as advertisement. The

researcher is interested on how children psychologically and socially affect their parents in buying

food and non-food products.