Abstract:

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study examines the role of kids in initiating the conversations with parents, before the shopping trips commence. Also, we uncover what parents think they know about what their kids are doing vs. what kids tell us they are doing, the gap between perception and reality in the family.