Children are Important Consumers

The objective of the paper is to clarify the role of children and early adolescents (6 - 15 years of age) in the household purchasing process by questioning their direct and indirect influences on household consumption and testing the participation of this age group to the product and purchase decision-making process of the household for predetermined products. We hope that our findings will encourage the same type of research in other developing countries and make it possible to carry out multicultural studies among developing countries.

Children are Important Consumers. A Case Study From a Developing Country, Turkey.

Yunus ErduranACNielsen ZET Turkey

BACKGROUND

Limited research has been conducted on the effect of children on the decisionmaking process of households in Turkey to date. The main reason for this is the traditional belief among marketers that children have little effect on household consumption, with all decisionmaking done by adults because of their purchasing power. This point of view estimates that children have little influence upon the final purchasing decision for a commodity and other decisions like how much to spend and where to make the...

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