Children in family purchase decision-making: Children's role in food product purchases from mothers' point of view

Abstract

With a focus on children's influence on family purchase decisions, this study considers whether demographic differences such as age and family composition have a considerable influence over the type of behavior adopted by mothers and whether there are any discrepancies between the nutritional expectations mothers have for food products and their purchase motivations. Results from the sample of 293 mothers suggest that the changing structure of the family and both mothers' and children's age differences are not significant when identifying the characteristics which moderate children's influence in Turkey.