Mother Vs Baby food choice Conflict I User Influencer roles in consumer behaviour / mother vs baby consumption conflict

Who has more power and influence in baby food choices ? Mother or baby.
This video is about user and influencer consumption roles in consumer behaviour with the example of mother and baby. It covers influencer role in consumption choice, user vs influencer decision power, mother as decider, user /influencer communication.
It captures mother vs baby, consumption conflict, consumer behaviour of baby vs mother, baby as influencer, mother as influencer, and user and influencer roles in marketing.
Based on family consumption roles in consumer behaviour, the baby is the user and influencer. The mother is the influencer, decider and buyer. Family consumption decisions are complex and involve many players including initiators, users, influencers, deciders and buyers.
In this example of baby vs mother in the purchase of baby food we see the power play between mother and baby interests - from taste vs nutrition consideration.
Baby only cares about taste of food - can mum ignore taste?
Mother focused nutrition value of the food - baby doesn't know or care about nutrition, only taste. How will the mother make the choice?
These are the ingredients for making of a food choice conflict.
Marketers are in interested in consumption roles and buyer conflicts because of the importance in consumer decisions and marketing strategy.
Understanding family consumption roles and consumer behaviour is key to effective marketing strategies and clarity of target audience for communication. Their video covers the family roles of user, influencer, decider and buyer. These are key roles in understanding consumer behaviour.
To develop effective communication for promoting products like baby food and the like marketers need to understand how to phrase their messages to influence the target market.
00:00 Intro mother vs baby Consumption Conflict
00:10 Mother as influencer in baby food choice
00:49 Nutrition vs taste in baby food choice
01:45 Users and influencer role in marketing
02:18 Decider role in consumption choice
02:48 Buyer role in consumer behaviour
03:57 Marketing strategy for user and influencer