Survey of Kid’s Behavior as a Consumer

Authors

1 Assistant Prof in Business Management-Marketing, Islamic Azad University-Science and Research Branch, Tehran, Iran

2 Assistant Prof in Educational Management. Islamic Azad University-Science and Research Branch, Tehran, Iran

3 M.Sc. in Business Management-Marketing, Islamic Azad University-Science and Research Branch, Tehran, Iran

Abstract

Abstract: consumer behavior is one of the most important issues in the marketing. It is clear that children are not excluded. Children as consumer's mean; why, when, where and how they acquire the necessary information, select, and purchase. This study, done with the purpose of identifying factors influencing on children buying behavior in Tehran. Therefore, use of socialization approach and the role of socialization agents were examined. 7 hypothesis were developed. Research methods were correlation, applied, and expressive. Interview and questionnaire were used for data gathering. Based on the existing literature review must have be done work on 7-12years old. Multi-stage cluster sampling was used to determine the sample. To analysis the data used Structural Equation Modeling (SEM) was used to analysis the data. The Results of this survey shows that some factors, such as parents, communication with family and brand impact on the children buying behavior. Additionally gender had effect as well; in the other words, boys and girls show different consumer behaviors. Some of the differences were pester power and independence. Some recommendations are suggested based on findings to companies producing children’s products.

Keywords

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Journal of Business Management
Volume 4, Issue 3 - Serial Number 13
October 2012
Pages 103-120

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