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...