The adolescent is considered an active element in family purchases, especially in the
information gathering phase. However, he has been considered less participatory in
the purchasing decision phase. The study of the family merits continued and more
in-depth attention, in particular as regards the participation of its members and the
extent of such participation in decisions to purchase products which currently have
a high demand, such as mobile phone for his own use. So, the adolescent’ role is not
properly explained, having often been devalued or relegated. The adolescent tend to
have a higher knowledge than his parents, which can constitute an important resource
for participating in those decisions, when comparing with their parents. Furthermore,
technological products for adolescents’ use have not yet been adequately researched.
The main purpose of this research is to examine the adolescent’s influence on family
purchase decisions of mobile phone, considering a consumer socialization perspective,
and according to the adolescent’s perception.
In the empirical phase, several high schools were contacted in Lisbon district, Portugal.
1,000 questionnaires were delivered in classrooms during May 2018. Adolescents
were instructed to respond to the questionnaires during the class, and 726 validated
questionnaires were returned.
Logistic regression results point to parental’ socio-oriented communication style, internet
influence, television influence, and family type as relevant explanatory variables
of his/her influence on the purchase of mobile phones for personal use. When parents
have a higher socio-oriented communication style, adolescent’ will show higher influence
on this purchase. Besides that, adolescents with higher levels of internet’ and
television’ influence were positively related to his/her influence on family purchase of
mobile phones for personal use. On the other side, in single-parent families adolescent’
will exert higher levels of influence than those in traditional families. These results
are innovative in the study of family purchase decisions.
Several contributions are made to this knowledge area. Firstly, the relevance of including
the adolescent in purchases for his own use is reinforced.
Second, when considering mobile phone, marketing managers should direct their efforts
to those adolescents who live in parental’ socio-oriented communication style
environment, to those adolescents who are more influenced by internet and television,
and to adolescents living in single-parent families. Those results are innovative in this
field of knowledge.
The present research contributes significantly to the companies by allowing to conclude
that the adolescent has an active participation on family purchase decisions. Having
the adolescent relevant role on those decisions, it is important that marketers focus
their efforts on his satisfaction. Having adolescent’ perceptions on their own influence
on that decision allows us to reinforce those contributions.
Key words: Consumer behaviour–Culture–Consumer socialization–Family decision
making–Adolescent–Influence–Mobile phone
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