Exploring the perceived influence of South African adolescents on product purchases by family communication type

Abstract

This article investigates the effect of family communication types on the perceived purchase influence of South African adolescents (13–18 years) across 34 product groups. The research builds on previous research in developed countries such as America and Israel, but represents only one of a few in a developing country such as South Africa that integrates family communication and consumer purchase behaviour theory. The article shows statistically significant differences in the perceived purchase influence of adolescents by family communication type for 13 of the 34 product groups investigated. From the inferential statistical analyses presented in the article, it is evident that the influence of adolescents in pluralistic families is far greater than in consensual, protective or laissez-faire families. This implies that adolescents’ influence in product purchases is likely to be greater as family communication becomes more open, and as unconstrained discussions on a wide range of topics with all family members are encouraged. This finding is particularly evident in the purchase of children's products (toys, clothing and footwear), family activities (take-away meals, snacks and outside entertainment), children's educational products/services (courses and schools), watches and personal jewellery, cosmetics, cell phones, reading matter, and gymnasiums, health, sport and social clubs. The outcome of the research indicates that the influence of South African adolescents has broadened and is no longer only relevant to children's products. This strengthening influence of children on product choices of South African families has clear implications for marketers who need to target this market segment. Knowledge of family communication patterns and how these impact on children's influence in actual product purchases presents a valuable opportunity for marketers to develop effective future marketing segmentation and communication strategies.