Children’s influence on family purchase decision in Gaza Strip

Other Title(s)

تأثير الأطفال على قرار الشراء في الأسرة

Dissertant

Matar, Ghassan Muhammad Salim

Thesis advisor

Wady, Rushdi Abd al-Latif

Comitee Members

Abu Jarad, Ismail Yunus
Abu al-Rus, Sami Ali

University

Islamic University

Faculty

Faculty of Commerce

Department

Department of Business Administration

University Country

Palestine (Gaza Strip)

Degree

Master

Degree Date

2015

English Abstract

-This study examined the influence of (8-15 years old) children on family purchasing decision in Gaza Strip when purchasing in 12 different product categories. The study provided empirical evidence based on data, collected from 411 children and 396 parents.

The data were collected using a questionnaire and analyzed with the (SPSS, V22) computer program. Based on the survey findings, the children exercised quite strong influence on the family decision making processes, particularly for products of direct use to children, i.e., child’s clothes, child’s shoe, child’s bicycle.

Significant differences were also found according to the demographic variables related to child’s gender and parental occupation. Even for the children’s responses, who are expected to overestimate their influence, they exert a great influence for only child’s toys.

However, the overall means consistently indicate that purchase decisions on products for the family use rest mainly with parents, as the percentage for all these product items are relatively low. Thus, this study suggests that parents underestimate the role of their children on family buying decisions.

Nevertheless, it should also be stated that the children are more influential on what to buy, which brand to buy, how much to spend, where to buy, how much time, and when to buy sub-decisions.

Main Subjects

Marketing

Topics

• Consumers
• Decision making
• Palestine
• Gaza Strip

No. of Pages

109

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-687081