The (Non) Influence of the Transgerational Factor in the Choice of Baby Products

Abstract

The following article studies the baby products’ purchasers’ decision making process from the external influencers’ perspective bringing to light their information gathering process with peers, families and other sources. For that, in-depth interviews were conducted with seven mothers who have had children less than 18 months prior to the data collection period, and with the grandparents of those children. We observed the impact of unknown mothers, as strong influencers in the products’ choices, from their personal experiences with the segment. This influence has shown to be more relevant than indications of people closer to the consumers, such as family,  friends and specialists (pediatricians).