دور الاطفال في التأثير على القرار الشرائي لدى الاسرة الفلسطينية من وجهة نظر الوالدين في فلسطين
مصعب محمود عبد الرحمن التلبيشي
Musab Mahmoud Abdel Rahman Altalbishi
The study aimed to identify the role of children in influencing the purchasing decision of the Palestinian family from the point of view of parents in Palestine. To achieve this, the researcher adopted the descriptive analytical approach, and a questionnaire was designed for the purpose of collecting data from the study sample (538) of parents in Palestinian families. Those with children under (18) years old were selected by simple random method. The study found that children influence (purchasing decision, showing purchasing need, collecting information about the need to be purchased, evaluating alternatives, completing the purchasing process, evaluating the product after purchase) in Palestinian families to a large extent. The results also showed that children influence the purchasing decision of mothers to a slightly higher degree than their influence on fathers, and that the number of children in the family is not an indicator of the role of children in influencing the purchasing decision of these families, and that children in families with low income and high income influence more of middle-income families, and that children in villages and camps influence a slightly higher degree than children in cities in the purchasing decision of families, and that children of the age group (6-12 years) greatly influence the purchasing decision of their families, followed by the age group (12-18) ) years, and that children influence parents (father and mother) with higher education in the purchasing decision to a greater degree than those with university education or less. Based on the findings of the study, the researcher recommended: The possibility of marketing men benefiting from knowledge of the role of children in influencing the purchasing decision of the family, which enhances their ability to identify the target market, reduce promotional expenses, and the possibility of benefiting from the role of children in influencing the purchasing decision in building The strategy of the various elements of the marketing mix in a child-oriented manner, considering that the child is a current and future consumer, and increasing the focus on children in the age group (6-12) years because the results showed their great impact on family purchasing decisions, through central visits and giving free samples to children about The products offered by the companies, and work to enhance the after-sales services, to take the feedback and use it in developing future marketing strategies.