Children’s role on the process of families purchase decision making

  This study aims to investigate the children’s role in the families’ purchase decision-making process on the basis of eight different products classes and three subdecisions. This study is applied in field of purpose, a descriptive survey in field of data collection. The population in this study consists of all parents with 5-13 years-old children in Qazvin that based on the Cochran formula in the unlimited statistical population, 196 people were surveyed by questionnaire as sample size. In addition, ordinal regression was used by SPSS software to investigate the relationship between independent variables of research and understanding the effect of children on product purchasing decision making. According to research findings, children can have different effects depending on the subdecisions of purchase; children who have initiating role than children without this role, have a greater effect on the subdecisions. Moreover, finding showed that children have a lot of influence on the families’ purchase decision-making process, especially purchasing products that are personal and have little financial risk. In addition, older children are more effective than younger children and their gender has an insignificant effect on family decision making. Conclution: In general, results of this study indicated the importance of the children’s role in the families’ purchase decision-making process and can provided new insights to organizations to designing and positioning their products effectively by focusing on the important role of children