Parent‐child decision making in children’s clothing stores
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 December 1998
Abstract
This research analyses the in‐store behaviour of children and their parents while shopping for children’s clothing. Data were collected by unobtrusively observing and recording the behavior of parents and children in retail stores. Results indicate that a purchase was more likely where both parties were highly involved in the search, the interaction was collaborative, the parent had positive evaluations of quality, price, practicality and style, the child had positive evaluations of price, style and colour, and the salesperson addressed the needs of both the parent and the child. It is recommended that retailers′ strategies for merchandise selection, salesforce training and in‐store promotions, address the needs of both parent and child.
Keywords
Citation
Darian, J.C. (1998), "Parent‐child decision making in children’s clothing stores", International Journal of Retail & Distribution Management, Vol. 26 No. 11, pp. 421-428. https://doi.org/10.1108/09590559810246377
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited