Parents are particularly important as information providers when children cannot be interviewed about certain topics yet. Here mothers fill the age gap of 0 to 3 years of age.
But also later on, kids and young people have a close relationship with their parents.
Of course, parental influence on children/adolescents who are growing-up diminishes as the children grow older. However, the family’s educational climate nonetheless continues to play a significant role in determining the attitudes and the consumption motivation of children and young people.
The topic of family marketing is also becoming increasingly important.
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