CHILDREN’S INFLUENCE IN FAMILY PURCHASING DECISION MAKING

Abstract

The present study goal has been done to investigate the influence of children in family purchasing decision making in chain stores. Therefore, to achieve this goal through previous studies identify the factors involved in the issue. Variables such as demand (opinion) children, acceptance of family, family conditions and products features and the relationship between these variables conducted according to the results obtained from different studies. The study population included all parents that with their children would go to buy Shahrvand
chain stores and the number of sample is selected 375 by using Morgan table and sample method is convenience non-probability sampling. Data collection tool is questionnaire that the questions are based on a Likert scale of five options. The validity of questionnaire is evaluated based on views of lecturers and children's products sellers and Cronbach's alpha coefficient obtained indicates that the appropriate questionnaire is reliable. To test hypotheses is used parametric tests such as t-test and correlation coefficient.