Abstract
The purpose of this study is to investigate the effect of parental style, celebrity endorsement, and product
packaging on purchase intention. This study also investigates the factors that affect the purchase intention
of children and parents in confectionery products. Using findings from the literature review three research
objectives were developed along with a theoretical framework. A qualitative research methodology is
selected. The data is collected from parents and their children through semi-structured interview derived
from literature. The data is analyzed qualitatively by using Dey’s analysis framework. The parental style
has more influence on children with reference to purchase intention in both general and in confectionery
products. Celebrity is mostly the second or last priority in terms of both general and confectionery
products. People are more towards product benefits and quality. Product packaging is the most attractive
and important thing to change the customer’s intentions. Parents and children both are attracted to the
product with new, unique, shiny and colourful packaging.
SOHAIL SHAHZAD, MOUDASSIR HABIB, Dr. MUHAMMAD NOUMAN. (2020) Parental Style, Celebrity Endorsement and Product Packaging: A Qualitative Study of Purchase Intention of Children and Parents, International Review of Management and Business Research, Volume 9, Issue 1.
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