'Pester Power' Most Evident In Cereals Category, Carat Study Finds

By Publications Checkout
'Pester Power' Most Evident In Cereals Category, Carat Study Finds

(13 May) The influence children have on family purchasing decisions is most evident in the Cereals category, according to a new study by Carat.

Just under a third of respondents (32%) said that children 'greatly' influence Cereal purchasing, with 51% saying that they 'somewhat' influence purchases in this category.

26% said that children 'greatly' influence the purchase of Snacks & Treats (55% said that they 'somewhat' influence), while 23% said that children greatly influence Cheese & Yoghurt purchases (49% 'somewhat').

10% said children 'greatly' influence the overall General Grocery Shop, with 52% saying they 'somewhat' influenced grocery shopping habits.

The study also sought to uncover in what areas men and women make decisions relating to their household purchases.


64% of women said that they make the 'food choices' in their household, compared to 22% of men, while 55% of women also claim to take responsibility for 'family menus', compared to 15% of men.

"When it comes to joint decision making, men and women have significantly different perceptions of their respective involvement in decisions," the report said. "This is most apparent in decisions relating to meals and foods, where men feel that they are more involved then women believe them to be."

 © 2014 - Checkout Magazine by Stephen Wynne-Jones

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