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Consumer socialisation in Jordan: a study of father-child dyads in the convenience grocery and food products

Al-Zu'bi, Abdel Halim Issa (2008) Consumer socialisation in Jordan: a study of father-child dyads in the convenience grocery and food products. Doctoral thesis, University of Huddersfield.

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    Abstract

    Parents play different consumer roles through developing the general cognitive abilities of their
    young children related to consumption issues and mediating the influence of other socialisation
    agents such as peers and TV commercial advertising on their kids. There is no research examining
    the influence of fathers’ consumer role, based on dyadic responses, on children’s shopping
    consumer behaviour related to grocery and food products. The study responds to this gap of
    knowledge and utilises the consumer socialisation approach to examine the relative influence of
    Jordanian fathers’ communication patterns, the cognitive development of children ages 8-12, and
    the structural variables on children’s shopping consumer skill, knowledge, and attitudes that
    related to convenience grocery and food products. The study investigates young children’s
    perception of fathers’ mediation the influence of TV commercial advertising, revises, and
    validates the scales of fathers’ communication structures. The study also investigates the degree
    of similarity “modelling” between young children and their fathers resulting from father-child
    interaction in shopping milieu.
    A combination of exploratory and survey research design is employed to address the research
    objectives. Ten-one hour semi-structured focus group discussions and eleven structured personal
    interviews face-to-face experts’ survey were firstly conducted to refine the research problem.
    Based on proportionate stratified random sampling technique, group interview face-to-face selfadministered
    questionnaire and drop-off-pick-up self-administered questionnaire were
    respectively employed to solicit father-child dyadic responses (n = 916). The research data were
    analysed through six levels of analyses.
    The results show that children’s learning of shopping consumer role related to grocery and food
    products are influenced by fathers’ communication patterns, children’s cognitive development,
    and the gender of children. The effect size of children’s cognitive development is more
    explanatory than fathers’ communication patterns relating to children’s shopping consumer skills,
    knowledge, and attitudes. The priority of fathers’ consumer socialisation goals is related to
    fathers’ co-shopping with their young children and fathers’ mediation of the influence of
    commercial advertising on their young children. Fathers’ communication patterns are varied by
    children cognitive development, the gender of young children, and household income. The
    relative influences of different communication patterns on young children’s consumer role are
    chiefly associated with fathers’ pluralistic tendency since Jordanian fathers are more likely
    engaged in a high concept-oriented communication structure. The results confirmed that young
    Jordanian children imitate their fathers’ consumer attitudes and behaviours in the shopping milieu.
    The results fill some gaps in the existing literature of children’s consumer behaviour, afford
    several managerial implications for marketers and for future research in children’s consumer
    socialisation behaviour, and provide a new opportunity to understand the

    Item Type: Thesis (Doctoral)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HD Industries. Land use. Labor
    Schools: The Business School
    Related URLs:
    Depositing User: Sara Taylor
    Date Deposited: 25 Sep 2008 15:05
    Last Modified: 28 Jul 2010 19:26
    URI: http://eprints.hud.ac.uk/id/eprint/2016

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