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Young consumer’s influence: a study of Gulf region

Young consumer’s influence: a study of Gulf region The emergence of children as a distinct consumer class has led to a stronger influence on the parents and their participation in the family buying process. This paper aims to investigate the different socializing agents of children across different product categories leading to their enhanced pester power.Design/methodology/approachWith the help of a bilingual questionnaire (English and Arabic language), a survey was conducted in Dhofar, Oman. Purposive sampling was used to collect the data from the parents of young children (8-12) years. The collected data was then tabulated in MS Excel and analyzed using SPSS and AMOS 24 Statistical software.FindingsThe study found that parents are the strongest consumer socialization agents for young Arab children, followed by friends and internet, and the weakest agent is TV. Arab children use persuasion strategy more often and use aggressive strategy least often to pester their parents.Practical implicationsThe study has been very perspicacious in understanding child’s role in the otherwise reserved Arab families. Marketers can make use of this finding and can develop marketing communications with more appropriate content.Originality/valueThe growth of Gulf markets offers marketers a great opportunity to renew their marketing practices and techniques. Still not much has been found in literature to study this region. With this in mind, the current study aimed at analyzing the consumer socialization and influence strategies of the Arab children. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Young consumer’s influence: a study of Gulf region

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References (54)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-04-2018-0068
Publisher site
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Abstract

The emergence of children as a distinct consumer class has led to a stronger influence on the parents and their participation in the family buying process. This paper aims to investigate the different socializing agents of children across different product categories leading to their enhanced pester power.Design/methodology/approachWith the help of a bilingual questionnaire (English and Arabic language), a survey was conducted in Dhofar, Oman. Purposive sampling was used to collect the data from the parents of young children (8-12) years. The collected data was then tabulated in MS Excel and analyzed using SPSS and AMOS 24 Statistical software.FindingsThe study found that parents are the strongest consumer socialization agents for young Arab children, followed by friends and internet, and the weakest agent is TV. Arab children use persuasion strategy more often and use aggressive strategy least often to pester their parents.Practical implicationsThe study has been very perspicacious in understanding child’s role in the otherwise reserved Arab families. Marketers can make use of this finding and can develop marketing communications with more appropriate content.Originality/valueThe growth of Gulf markets offers marketers a great opportunity to renew their marketing practices and techniques. Still not much has been found in literature to study this region. With this in mind, the current study aimed at analyzing the consumer socialization and influence strategies of the Arab children.

Journal

Journal of Islamic Marketing – Emerald Publishing

Published: Jun 6, 2019

Keywords: Marketing; Arab; Gulf; Parents; Children; Influence

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