Marketing of snacks is a very complex mechanism which is specifically constructed to influence
children's consumer choice and behavior. The effects of advertising can be seen on multiple
levels affecting children's knowledge of brands consumer attitudes and eating behavior.
Investigating the effect of children s influence on parental decision making is essential to
marketers who need to assess the performance of their communications and devise new marketing
strategies for the future. This research proposes to identify what factors influences parents
in their purchase decision for snacks and what roles children play in the parental purchase
decisions for snacks. Furthermore the research concentrates on processed snacks in order to
determine the most prominent factors in the Thai food market and thus propose appropriate
information for marketers based on empirical research collected. This book makes important
contributions to the family respectively parental decision making research and it should serve
as a framework to the future research in the area of children's influence.
