Effects of social variables on urban children's consumption attitude and behavior intentions

Purpose – The purpose of this study is to investigate the effects of age, gender and city of dwelling on children's consumption attitude and behavior intentions. Design/methodology/approach – A total of 300 children were interviewed in four different cities in Malaysia. Samples were selected using purposive sampling. Findings – Findings indicated that age and city of dwelling were significant influence on children's consumption attitude and behavior intentions. Research limitations/implications – This study has looked at consumer behavior of the younger members of Malaysia households whereby only Malaysian children between the ages of nine and fourteen years old have been examined, the study however did not consider the teenagers. Practical implications – These findings would help increase marketers' understanding of family decision‐making process. By understanding the decision framework and the various influencing factors affecting children's consumer attitude and choice, marketers will be able to plan and execute effective marketing strategies to maximize sales for selected children's products in Malaysia. Originality/value – This research provides meaningful information on children consumption attitude and behavior intentions.