The Influence of Children on Family Purchasing Decisions in Turkey

Guneri, Burcu; Yurt, Oznur and Kaplan, Melike Demirbag (2009). The Influence of Children on Family Purchasing Decisions in Turkey. Asian Journal of Marketing, 3 pp. 20–32.

DOI: https://doi.org/10.3923/ajm.2009.20.32

Abstract

This research focuses on the influence of children on family purchasing decision-making in Turkey, a country with distinct cultural characteristics. The study provides empirical evidence based on data, collected from 849 families. The general findings of this study suggest that the children`s influence on family decision-making in Turkey is limited to products of direct use to children. Findings also reveal that the children are more influential on need recognition, where to buy, when to buy and which to buy sub-decisions. On the other hand, the parents perceive children to have very little influence on family-decision making, as they state themselves as the most influential units of family decision-making. This study suggests that parents underestimate the role of their children on family buying decisions.

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