Influence of children on purchasing decisions of well‐to‐do families

Abstract

Purpose

This study aims to investigate the influence of preschool children at ages 5 to 6 on purchasing decisions among well‐to‐do families and its relation with such factors as number of children, product related criteria (low risk, high risk, used by whole family, used by children) and mother's employment status.

Design/methodology/approach

Quantitative analysis was conducted on data from 257 responses to a 26‐item questionnaire from parents of children in 12 private kindergartens in Ankara, Turkey.

Findings

Most parents acknowledge that their children do influence their purchasing decisions. Findings also revealed that mother's employment status, child's gender and the number of children in the family are the determining factors for the children's influence on the decision of the family to purchase certain product types.

Research limitations/implications

This is an exploratory study and has limited generalizability as it was conducted solely in one city, Ankara, Turkey. Any further research should contrast perspectives both from other cities in Turkey and other countries.

Practical implications

It is suggested that products for which the child exerts least influence on the purchasing decision of the family are those which carry high purchasing risk and used by the whole family, whereas the greatest influence of the child on the purchasing decision of the family lies on the products with low risk and used by the whole family.

Originality/value

Turkey, is located between Europe and Asia and shares mostly collectivist values. The findings contribute to the understanding of children's influence on family purchasing decisions in this country and provide an opportunity to conduct cross‐national studies. Further, the paper provides insight for marketers about which product advertising is effective on children.

Citation

Bahar Isin, F. and Alkibay, S. (2011), "Influence of children on purchasing decisions of well‐to‐do families", Young Consumers, Vol. 12 No. 1, pp. 39-52. https://doi.org/10.1108/17473611111114777