The Influence of Children on Family Purchasing Decisions in Turkey

Guneri, Burcu; Yurt, Öznur; Kaplan, Melike Demirbağ; Delen, Mustafa D.

doi:10.3923/ajm.2009.20.32

Cited by 22 publications

(8 citation statements)

References 19 publications

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“…products that they are highly involved in like clothes, shoes, beverages, etc. This is consistent with the findings of most of the previous studies; Jenkins (1979), Belch et al (1985), Foxman et al (1989), McNeal (1992), John (1999), Lee and Beatty (2002), Hansen et al (2002), Guneri et al (2009), Flurry and Veeck (2009). It was also found that the children exerted less influence on loud goods as compared to noisy goods.…”

Section: Discussionsupporting

confidence: 91%

Children's influence in family buying process in India

Chaudhary

Gupta

2012

Young Consumers

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PurposeThe purpose of this paper is twofold: to categorize and rank products based on children's influence and to compare their influence on the different stages of the family buying process.Design/methodology/approachThe study was based on an extensive literature review and focus group discussions. Using a structured questionnaire, a survey was conducted with children aged 8‐12 years. The sample size was 175.FindingsFactor analysis revealed three distinct product clusters: “loud”, “noisy” and “quiet” goods. Children's influence was found to be highest for noisy goods, lesser for loud goods and lowest for quiet goods. One‐way MANOVA analysis found that for loud and noisy goods children's influence was highest in the initiation stage, and lowest in the search stage. For quiet goods, the highest influence was in the final decision stage followed by initiation and choice stage.Practical implicationsThe identified product clusters and children's relative influence across the buying stages for these clusters are expected to enhance marketer's understanding of children's role in family decision making. Marketers should take these observations into consideration while designing and implementing their marketing strategies.Originality/valueThe results are important because previous studies have dealt with children's influence for various products at a broad level. In this paper, an innovative segmentation for products based on children's influence level has been identified and the influence measured across these clusters.

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Section: Discussionsupporting

confidence: 91%

Children's influence in family buying process in India

Chaudhary

Gupta

2012

Young Consumers

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“…As the followers of parental choice to co-decisionmakers during the purchase, children’s influence in purchase decisions have been of significant interest to marketers across the globe (Anitha and Mohan, 2016). It appears that children across cultures tend to have higher influence for products because of their increased involvement in the family purchase: India and Turkey (Chaudhary, 2015); Holland and USA (Foxman et al , 1989); Singapore (Swinyard and Sim, 1987), Israel (Shoham and Dalakas, 2003), Malta (Caruana and Vassallo, 2003), Scotland (Thomson, 2003), Turkey (Guneri et al , 2009), China (Flurry and Veeck, 2009), India (Chaudhary and Gupta, 2012), Czech Republic (Balcarová et al , 2014), Egypt and USA (Ramzy et al , 2012) and Lebanon (Beyrouti and Houssami, 2013). Similar studies had been conducted in different countries: Denmark (Gram, 2007; Nørgaard et al , 2007), Germany (Gram, 2007) and Brazil (Dallazen et al , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

Young Arab consumers: an analysis of family buying process in Oman

Chaudhary

Ghouse

Durrah

2018

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Purpose Young children, often called as teenagers (13-14 years) and tweenaged (8-12 years), are the new potential game changers for the big corporate. This paper aims to analyze Arab children’s influence for various products and services and across different buying process stages. The primary survey was conducted to capture a child’s role in family decision-making by analyzing their consumer socialization, influencing strategies and their influence across various products and buying stages. Design/methodology/approach Based on the review and the research gap, a bilingual questionnaire in English and Arabic language was developed. The research study was organized in three stages. It commenced with a pilot study conducted with ten school students in the age group of 8-10 years. The second stage involved contact with the schools by telephone to brief them on the purpose of the study and to request the participation of their students. The last stage was based on the survey conducted in the time period of September-November 2016-17. Findings Almost 25 per cent of the children surveyed prefer to buy stationary and books after discussing with their parents. On the other hand, food/beverage is one particular item where children go ahead and buy theses item themselves even without discussing with their parents (42.50 per cent of the total respondents). As per children’s perception, they are most influential in the final decision stage (mean = 1.84 and SD = 0.499), followed by search and evaluation stage (mean = 1.80 and SD = 0.441) and start stage (mean = 1.79 and SD = 0.488). Research limitations/implications Further research is needed in Arab countries, especially with parents of different social status, as their shopping behaviour is expected to differ. Also, as this analysis is based on child’s perception, parents’ views must also be analyzed for better results. Practical implications The is the first-of-its-kind research in the Gulf region. This empirical research highlights the need for global marketers to understand the distinct features and identity of a young Arab consumer. Despite Oman being a very traditional culture which emphasizes on conformity to group norms and social acceptance and hence confirms to collectivistic culture, where kids are supposed to be obedient, there is this new wave of super energetic, more informed young kids who take their own consumer decisions. Originality/value After going through the extensive literature review of different countries/cultures, there has been very clear understanding that despite being an important family member, almost no research has been focussed on kids in gulf nations.

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“…Previous studies have shown that researchers use various sub-decisions related to the purchase. The most typical sub-decisions as the need recognition, place for purchase, time for purchase, price of product, brand, and specific characteristics of a product were related to the measurement of the influence of family members on decision making when buying rather different products (Akinyele, 2010; Ashraf & Khan, 2016; Guneri, Yurt, Kaplan, & Delen, 2009; Patel & Bhatt, 2014; Siraj, 2013). Extensive analysis of the former studies allowed to find the key aspects that are typical for the majority of instances and to aggregate them into a newly suggested scale of Children’s Influence on Parental Purchasing Decision.…”

Section: Scale Development Methodology and Resultsmentioning

confidence: 99%

Children’s influence on parental purchase decisions: Scale development and validation

Dikčius¹,

Urbonavičius²,

Pakalniškienė

et al. 2019

International Journal of Market Research

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The article concentrates on the delineation between children’s participation and children’s influence in a family purchasing process. Lack of clarity between the two concepts results in misconceptions, inconsistencies, or even conflicting findings across studies. This study addresses the issue from theoretical and methodological perspectives. Taking into account the importance of children’s participation as a necessary, but not sufficient, pre-condition to demonstrate the influence, the study delineates the two variables and specifies the differences between them. This is supported with the development and validation of an alternative scale that directly measures children’s influence. Further analysis allows justification of the new scale and shows a theoretically supported difference between the measurements of children’s participation and influence in family-buying decision. The fact of making clear distinction between participation and influence leads to the enriched theoretical and methodological knowledge in the field and provides important managerial implications both in the family purchasing context and in other types of group interactions.

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The Influence of Children on Family Purchasing Decisions in Turkey

Cited by 22 publications

References 19 publications

Children's influence in family buying process in India

Children's influence in family buying process in India

Young Arab consumers: an analysis of family buying process in Oman

Children’s influence on parental purchase decisions: Scale development and validation

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