Children's role in purchasing decisions

The most important condition of achieving the customer satisfaction isunderstanding what customer wants. So that all of the social , cultural,personal and pschological factors that influence the consumer?s bahaviorhave to be examined completely.The most important social factor that influences the consumer bahavioris the family. Family is the first environment where the consumer socializesand learns the consumption skills. Consumer plays roles in the family?scollective consumption decisions and also personally decides to consume.The family also affects these personal decisions as a reference group. Sothat defining the family?s consumption decisions and the roles of themembers of the family is a necessity for the marketers. Because of thatespecially the roles of the parents in family?s consumption decisions havetaken the attention of marketers for years.As time goes on children become more effective roles in family decisionprocess. In purchasing decision process of some products and serviceschildren behave like a guide and give start to process.The aim of this study is defining the roles and effects of children infamily purchasing decision process in the centre of Tokat. The consumptionof the family has been devided to seven topics and the role of the children inthese products? and services? purchasing decision processes. According toresults of the study children are more effective in the decision process ofeducation, clothing, entertainment-culture and electronic equipments but theyrarely join the decisions of transportation, white-brown equipments andnourishment purchasing.