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Parental Decisions on Processed Snack Choices: A Study of Thai Parents in Bangkok, Thailand - Softcover

Senkbeil, Andreas

 
9783836680813: Parental Decisions on Processed Snack Choices: A Study of Thai Parents in Bangkok, Thailand
Softcover
ISBN 10: 3836680815 ISBN 13: 9783836680813
Verlag: Diplomica Verlag, 2009

Inhaltsangabe

Marketing of snacks is a very complex mechanism which is specifically constructed to influence children's consumer choice and behavior. The effects of advertising can be seen on multiple levels affecting children's knowledge of brands, consumer attitudes, and eating behavior. Investigating the effect of children’s influence on parental decision making is essential to marketers who need to assess the performance of their communications and devise new marketing strategies for the future. This research proposes to identify what factors influences parents in their purchase decision for snacks and what roles children play in the parental purchase decisions for snacks. Furthermore the research concentrates on processed snacks in order to determine the most prominent factors in the Thai food market and thus propose appropriate information for marketers based on empirical research collected. This book makes important contributions to the family respectively parental decision making research and it should serve as a framework to the future research in the area of children's influence.

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Über die Autorin bzw. den Autor

Andreas Senkbeil, born in 1978, has studied Industrial Engineering and Management specializing in Innovation Management and holds a Master in Business Administration. He received Departmental Honors from the School of Business and Technology at Webster University, Campus in Thailand. He recently returned from Thailand to work for one of Germany’s leading companies in the Banking and Insurance Industry.

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Verlag
Diplomica Verlag
Erscheinungsdatum
2009
Sprache
Englisch
ISBN 10 
3836680815
ISBN 13 
9783836680813
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
100
Kontakt zum Hersteller
Bedey und Thoms Media GmbH
kontakt@bedey-media.de

Hermannstal 119k
Hamburg
22119
Deutschland