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Altering eating habits are leading to an increase in child obesity rates, especially in lower social class. One possible prevention activity is the implementation of a quality label for children's food. Therefore, this paper seeks to investigate parents' food choice criteria in light of social standing to deduce the possible impact of such a quality label.

A total of 15 qualitative interviews were conducted with parents of different social class. Topics discussed were general diets, grocery shopping behaviour and attitudes towards food quality labels.

Results indicate that parents have similar choice criteria independent of their social class, e.g. quality, price, brand and children's preferences. Nutrition panels and quality labels are not of highest importance. Nonetheless, a need for information exists and their involvement in child nutrition seems to determine the possible impact of quality labels.

The qualitative methodology can be seen as a limitation of the study. The influence of involvement has to be further analysed.

Some research on the influence of quality labels in general and on family decision-making when shopping for food and with regard to differences in social class does exist. This study contributes to existing research by combining these research streams.

Only a limited number of studies have examined the behaviour and the strategies of children and parents during shopping. This ethnographical study aims at thoroughly understanding family decision-making when shopping for groceries, especially children's and parents' negotiation strategies.

Using a qualitative ethnographical approach, seven known families were accompanied on 19 grocery shopping trips. Their behaviour, their interactions and their strategies during shopping were observed. Analysis was conducted by coding relevant information, defining categories, comparing data and identifying patterns.

The results show that children constantly influence their parents, directly and indirectly. They do this by displaying various behaviours in the grocery store. Their negotiation tactics are diverse, as are parents' reactions to their children's negotiation strategies. Children aim at fulfilling spontaneous desires while parents want to restrain their children's requests.

Limitations of the study can be found in their qualitative methodology.

This study has several implications for marketers. By learning about the joint decision-making process, companies as well as public policy makers will be able to address families more successfully and market healthy food more effectively.

This study contributes to existing research on family decision-making by presenting different ways of children and parents behaviour during shopping trips. It applied an unusual technique of observing well-known families on their shopping trips.