The Study of Millennial Parents' Perspectives and Knowledge on the Importance of Child Car Seats and Purchasing Decisions

บทคัดย่อ

        This qualitative study examined the perspectives of millennial parents in Thailand on the importance of child car seats and their impact on child safety and injury prevention. The research addressed a gap in the existing literature by exploring the factors influencing these parents' decision-making processes when purchasing child car seats. Utilizing the Knowledge, Attitude, and Practice (KAP) model, the Marketing Mix (7Ps), and the Consumer Decision-making Process frameworks, the study provides a comprehensive analysis of parental behaviors and attitudes toward car seat usage.

        18 millennial parents, aged 28 to 43, each with at least one child under 6 years old, were interviewed in-depth. The findings revealed that these parents had moderate knowledge and strong positive attitudes toward the necessity of child car seats, especially for newborns. However, practical challenges such as children's resistance and the perceived convenience of short trips often lead to inconsistent adherence to safety protocols. Among the brands, Chicco emerged as the most preferred.

        The study also highlighted distinct purchasing behaviors among millennial parents. Safety and quality are prioritized, with significant investments typically made in the first car seat, while subsequent purchases were approached with greater budget-consciousness. Mothers were particularly influenced by promotional offers like discounts and free gifts, whereas fathers focused on product features and functionality, relying heavily on prior knowledge and research. This indicated a collaborative yet distinct approach in the decision-making process, where both parents played crucial roles.