Questionnaire for children

SURVEY OF CHILDREN IN GUJARAT REGARDING THEIR INFLUENCE ON PARENTS BUYING BEHAVIOUR

PERSONAL DETAILS : Name : ___________________________________ Residential area : ____________________________ Age : _________ years Gender : Boy Birth order : First Siblings : Alone Girl Second Third Fourth Father working None working Siblings ( _____ Brother/s, ______ Sister/s) Both working Standard studying in : ________________________ Medium of teaching : English 1. What is your family type? Nuclear family Joint family Single-parent family (Living with mother / father ) 2. Do you stay with your family? Yes No - If No, please specify the reasons . I stay in a hostel / as a Paying guest. I study at a distant place with my relatives. My parents stay away (quite often) for their job/ business. I have lost my parent/s. My parents have separated/ are divorced. 3. How often in a month do you go out?
Grocery shopping Mall Trips/ Shopping Eating out Movies/Leisure activities Social visits Once a week Once a week Once a week Once a week Once a week Once a fortnight Once a fortnight Once a fortnight Once a fortnight Once a fortnight Once a month Once a month Once a month Once a month Once a month Once in 2-3 months Once in 2-3 months Once in 2-3 months Once in 2-3 months Once in 2-3 months

Number of Working Parents : Mother working

Name of School : ____________________________________________ Gujarati Any other , _______________

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Questionnaire for children

4. Do you get pocket money allowance (approximately)?

a. Yes, I get Rs _______ c. (appro.) per month. b. Yes, I get pocket money as and when required. No (If No, go to question -6).

5. Are you satisfied with this pocket money?

Highly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly Dissatisfied

6. Which are the sources from where you get information about the various products? (Select any three from the following and rank them in order of its importance) Family Newspaper Friends Magazines Television Internet Neighbours Radio Movies Others

7. For each of the following statements, show the most preferred and the least preferred of the parties from the list mentioned. (Put a for the most preferred and a preferred party in the cells given )
Alone/ Self Father Mother Siblings Friends Any other , specify

for the least

Statements 1. 2. 3. 4. 5. 6. 7. 8. 9. I spend most of my time in a day with I like to go out for shopping with my I really like the dressing styles of my I would like to be like my When I make purchases for personal items, I consider opinions of my I mostly watch T.V. with Most of my gifts come from my I am highly influenced by my I can best share my feelings with my

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Questionnaire for children

8. On what items do you usually spend most of your pocket money? (Specify any THREE

products from the following list CDs, Cassettes, Stationery, Game Parlour, Gift items/Cards, Cosmetics, Hobby/Sports related items, Fashion Accessories, Toys/Games, Eating out, Soft drinks, Chocolates/Cakes/Biscuits, etc)

9. Which are the request strategies you generally use for persuading your parents to buy you what you want? (Rate the various statements based on the following scale of frequency of occurrence by putting a tick mark [ ] in the appropriate cell.)
Scale :Never 1 Rarely 2

Sometimes
3

Very often
4 1

Always
5 2 3 4 5

1. 2. 3. 4. 5. 6. 7. 8.

Statements I ask my parents to buy it for me and they comply. I plead over and over again till my demand is satisfied. I try to negotiate by promising not to repeat it again. I persuade by telling them that my peers/siblings have it. I explain to them about the products significance and use. I threaten them to buy and throw tantrums in public. I remind them about the TV ads /Print ads to reinforce my demands. I play power games (flattery, bullying, manipulation, giving ultimatums etc) to get my way.

10. I am able to fulfill my demands more on the following occasions. (Rank 1 for the occasion wherein the demands fulfilled are the maximum and continue so onLeave the boxes empty for the cases not applicable.) Birthday Christmas Diwali Valentines day / Childrens Day / Freindships Day 11. I think my parents give into my demands when I persuade them to buy the products I wish to buy. Always Very often Sometimes Rarely Never

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Questionnaire for children 12. State how important is your influence in the purchase of the following products :
Products A) Toys B) Chocolates / Biscuits C) Stationery items D) Computer E) Television F) Car Very important (5) Important (4) Moderately important (3) Not so important (2) Not at all important (1) Cant Say

13. Show your level of agreement / disagreement for the following statements : Strongly Statements Disagree Uncertain
disagree

Agree

Strongly agree

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

I watch mostly TV with my parents. While watching TV, I enjoy TV advertisements. My parents try to control what I see on TV. My parents discuss with me about TV ad content while watching TV. I persuade my parents to buy if I like the products I see in the ads. The models in the ad know everything about the product. I think my parents dont spend enough time with me. I feel its important to have the same products that my friends have. I always accompany my parents when they go out for shopping. I enjoy malls and arcades more than smaller shops and convenience stores. I usually use internet to get more information about the product before my family purchases it. I think my family is rich enough to afford my demands. I get to see latest variety of products mostly from my school friends. I think I am richer when my mother also works and hence I demand for more products. I think my father accepts my demands more than my mother. I buy the products to get the free gifts associated with it. I also read newspaper/magazines to get additional information about the product. I form positive attitudes about the ad when I see them.

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Questionnaire for parents

SURVEY OF PARENTS IN GUJARAT REGARDING THE INFLUENCE OF CHILDREN ON THEIR PURCHASES PERSONAL DETAILS : Name : ___________________________________ Residential area : ____________________________ Years of Marriage : _____________ Number of children : ________ Age : Your : ________ years , Your spouses :_________ years

Age of the Children : (please start with your eldest child ) Birth Order of the child 1 2 3 4 Age ( years) Gender B-Boy G-Girl B /G B /G B /G B /G Standard studying in Medium of Teaching at school English English English English / / / / Other Other Other Other Select any one child for further analysis ( Put a mark.)

Family Structure 1. 2. 3. 4. Nuclear family Joint family Single parent family with only father ( Divorced / Separated / Lost spouse) Single parent family with only mother ( Divorced / Separated / Lost spouse)

Total monthly Family Income 1. 2. 3. Less than Rs 10,000 4. Rs 30,001- Rs 40,000 5. 6. Rs 50,000 and above

Rs 10,001- Rs 20,000 Rs 20,001- Rs 30,000

Rs 40,001- Rs 50,000

Source of Income 1. Only you earning 2. Only your husband earning 3. Both earning 4. None earning

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Questionnaire for parents

1. Does your child stay with you? Yes No If No, please specify the reasons and go to question-4. i. The child stays in a hostel / as a Paying guest. ii. The child studies at a distant place with his/her relatives. iii. You and your spouse stay away (quite often) for job/ business/ personal reasons.

2. How often do you go out for the following activities ? Grocery shopping Mall Trips/ Shopping Eating out Movies/Leisure activities Social visits Once a week Once a week Once a week Once a week Once a week Once a fortnight Once a fortnight Once a fortnight Once a fortnight Once a fortnight Once a month Once a month Once a month Once a month Once a month Once in 2-3 months Once in 2-3 months Once in 2-3 months Once in 2-3 months Once in 2-3 months

3. Time spent with the child per day (approximately) By You By your husband 1-2 hrs 1-2 hrs 3-4 hrs 3-4 hrs 5-6 hrs 5-6 hrs more than 7 hrs more than 7 hrs

4. Do you give pocket money to your child ? a. Yes, I give Rs _______ (appro.) per month. b. Yes, I give as and when my child wants. c. No ( If No, go to question -7).

5. Is your child satisfied with the pocket money? Highly Satisfied Satisfied Neutral Satisfied Dissatisfied Highly Dissatisfied

6. On what products does your child usually spend money on / pester for? CDs/Cassettes Stationery Game Parlour Gift items/ Cards Cosmetics Hobby / Sports related items Fashion Accessories Toys/ Games Eating Out Soft drinks Chocolates/Cakes/Biscuits Any other item. Specify ___________________

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Questionnaire for parents

7. State how important is your childs influence in the purchase of various products : Very important (5) Important (4) Moderately important (3) Not so important (2) Not at all important (1) Cant Say (8)

Products A) Toys B) Chocolates / Biscuits C) Stationery items D) Computer E) Television F) Car

8. Do you think your child pesters you to buy most of the products he wants ? Always Very often Sometimes Rarely Never

9. Which are the request strategies your child generally uses for persuading you to fulfill her/his demand? (Rate the various statements based on the following scale of frequency of occurrence by putting a tick mark [ ] in the appropriate cell.) Scale :Never 1 Rarely 2

Sometimes
3

Very often
4 1 2

Always
5 3 4 5

Statements She/he asks you to buy it for her/him and you comply. She/he pleads over and over again till her/his demand is satisfied. She/he tries to negotiate by promising not to repeat it again. She/he persuades by telling you that her/his peers/siblings have it. She/he explains to you about the products significance and use. She/he threatens you to give in and throws tantrums in public. She/he reminds you about the TV ad /Print ad to reinforce her/his demands. 8. She/he plays power games (flattery, bullying, manipulation, giving ultimatums etc) to get her/his way. 1. 2. 3. 4. 5. 6. 7.

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Questionnaire for parents

10. Show your level of agreement / disagreement for the following statements : (Scale: SD-Strongly disagree, D-Disagree, U-Uncertain, A-Agree, Agree) Statements 1. I usually watch TV with my child. 2. I try to control what my child sees on TV. 3. I explain the advertising content /claims to my child while watching ads. 4. I think I spend quality time with my child. 5. I think it is right to indulge/pamper my child to an extent. 6. I think I feel less guilty for lack of my attention on her/him when I buy more products for her/ him. 7. I believe my child is highly influenced by her/his peers. 8. I think that my child is influenced by the models in the ads . 9. I want to make my child an independent decision maker in terms of her/his purchases. 10. I think the family has more influence on the behaviour of the child than her/his surroundings/ friends/media. 11. My child buys the products to get freebies associated with it. 12. I feel guilty when I go for shopping without my child . 13. I feel my child likes to flaunt the latest products she/he buys. 14. I feel my child is very attentive to the ads shown on TV/other media. 15. My child usually uses internet to get more information about the product before we purchase it. 16. My child easily loses interest in the new things bought and demands next soon. 17. I think family with only one child faces more of pestering than others. 18. My child has more knowledge about various malls and stores than the other children. 19. My child assumes that the products she/he demands are financially affordable. 20. I feel my child deserves a better living standard than what I have and hence fulfill most of the demands made by her/him. SD D

SA-Strongly U A SA

11. In which of the following occasions/ festivals do you think your childs demands increases? (Rank 1 for the occasion wherein the demands made are the maximum and continue so on Leave the boxes empty for the cases not applicable.) Birthday Valentines day / Childrens Day / Freindships Day Christmas Diwali Other occasions, please specify ___________

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Questionnaire for parents

12. Rank the following advertising media on the basis of its influence on your child with 1 being the highest influencer and continue so on. [ ] TV [ ] Radio [ ] Newspaper [ ] Magazines [ ] Internet [ ] Movies

13. Give your views on how your child influences the following purchase decision and to what extent. Decision Area Where to buy from? When to buy? Type of the product variant to buy. High Moderate Low

14. Where and when does your child make the request? At home On way to store. While surfing internet While watching TV ads In the store

15. What is your response to the requests made? Statements I comply easily as my child is very obstinate. I comply initially and then dont buy it. I explain to her/him that she/he cant have her/his way. I sternly express my disliking for the way she/he demands. I explain to her/him that the product cant be fitted in the monthly budget made. I give a negative reply and explain to her/him that it was never given to me in my childhood days. I yield in when only when my demands are also fulfilled by her/him. I dont show any reactions to her/his demand and let her/him be on her/his own. I compare her/him with other kids who do not have the product. I teach her/him that the product is not suitable and will not make her/him better off. I yield in to buy some other substitute(less expensive product.) I tell her/him its not at all useful.
Always Often Sometimes Rarely Never

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

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