Impact of Children’s Emotional Influencing Strategies on Parental Purchasing Decision on Children’s Food

Abstract

The study focused on impact of children’s emotional influencing strategies on parental purchasing decision on children’s food. The justification for the study was that it examined how emotional strategies help children to influence parental purchasing decision on children’s food. The specific objective of the study was to examine the extent which children’s emotional influencing strategies affect parents in purchasing food for their children. Survey research design was used. Out of the 400 respondents, 386(97%) were considered valid and used. Simple percentage was used to analyze responses to structured questionnaire items. Multiple regression technique was used to test hypothesis. Results indicated that children’s emotional influencing strategies have a significant effect on parental purchasing decision on children’s food. A major recommendation was that manufacturers and marketers of children’s food products should constantly study children’s emotional behavior with a view to designing food products and communication campaign capable of meeting children’s needs.