Children’s Influence in Family Consumption Decisions in Iran

This article examines the influence of children on family purchasing decision making in Iran. Primary data were collected from a sample of 385 children aged 8-11 using questionnaire survey. Various statistical methods such as Univariate ANOVA and t-tests were used to analyses the data. Findings indicate that children exert strong influence on the family decision making, for products that are consumed by them. Older children influence more compared to younger children, but gender does not significantly influence on family purchasing decision making. Thus, marketers should explicitly acknowledge children’s role in the family decision making.