Influence of basic demographic characteristics of children consumers on family travel purchase

Abstract

During the last two decades, researchers in the field of tourism and marketing direct increasing attention towards the process of making purchasing decisions within the family. The effective marketing in tourism necessitates understanding the decision-making process of family vacation purchase. Taking into account the fact that the family decision making process is influenced by children as consumers, this paper analyzes the impact of basic demographic characteristics (age and gender) of this segment in the process of family vacation purchase. The aim of the research was to determine whether the age and gender of children consumers significantly affect the initial purchase phase and the phase of searching and deciding on the purchase of family vacation. For this purpose two hypotheses were tested using two-way between-groups analysis of variance. The survey was conducted during the March 2017. The sample consisted of 200 respondents - parents of children consumers from the territory of AP Vojvodina.

Keywords

• decision to purchase
• kids consumers
• family vacation
• tourism