عنوان مقاله [English]
recent social and technological changes have increased children's influence on parents' purchase decisions and in general on family's decision making process. Therefore, this study aims to investigate children's relative influence on Iranian families' purchase decisions. Thus, children's perception of their own relative influence and mother's perception of their children's relative influence are assessed, considering the stages of deciding, purchase sub-decision, product type, and family relationship style. Also, the effect of the child's perception of his/her own general influence and the mother's perception of her child's general influence on the child's relative influence in purchasing was investigated.
This study is descriptive and correlational in terms of its data collection. The population consists of all the fifth grade students of Tehran's state elementary school and their mothers. Random and cluster methods of sampling were utilized in this paper, and the proportion of its statistical sample was estimated approximately 384 mother-child pairs, and ultimately 652 questionnaires were collected out of 850 questionnaires and used for extracting data.
The results demonstrate the children's relative influence on Iranian families' purchase decisions is high both in the child's and the mother's viewpoints. Further, the child's perception of his/her own general influence and the mother's perception of her child's general influence in family are the bases of the perception of the child's relative influence on purchase decisions. On the other hand, the child's influence, in the first stages of decision making process, on products especially made for him/her, and in concept-oriented style is more than his/her own relative influence under different circumstances.
The results of this study reveal the necessity of more concern by Iranian marketers toward children in developing promotion and advertising programs.