How do children influence their parents' choices in QSRs?
An Ipsos study looks into the eating behaviour of adults with children and those without children to see if the little ones have an effect on their parents' choices in QSRs.
We’ve all seen it; most of us were even lucky enough to experience it. As a youngster, sitting in the backseat of your family car, seeing the logo of your favourite brand appear slowly come into view from over the horizon and promptly asking your parents if you could “get some maccas”.
It’s no surprise that children influence the eating behaviour of parents, but to what extent, and which brands are their favourite QSRs?
Looking at what QSR’s were visited in the last 4 weeks by those who had children under 18 at home and those who do not have children, we see some key differences.
While there isn’t a significant difference in the types of QSR’s eaten at, it is interesting to note that those with children at home are considerably more likely to eat at each of the top 10 QSRs than the rest of the population 14+. Grill’d was the exception, where people without children are 13% more likely than those with children to visit Grill’d in the last four weeks.
22% of Australians with children under 18 at home, agree that ‘My child/children influence my purchasing decisions’ while 36% agree that when it comes to Food & Dining ‘I have been influenced by other buyers experiences in my purchase decision.’
Interestingly, Australian parents fare better when it comes to resisting pester power than their overseas counterparts. Research from the University of South Australia’s Ehrenberg-Bass Institute for Marketing Science has revealed that Australian parents give in to pester power 26% of the time compared to American parents who give in 97% of the time and Austrian parents who give in 52% of the time.
For information about the research work done by Ipsos please contact [email protected]
