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CHILDREN INFLUENCE ON FAMILY BUYING DECISION, ULAANBAATAR, MONGOLIA

Nowadays, children play a very decisive role in family buying decisions. The aim of this research is to find out influence of children on family buying decision in Mongolia. We specifically examined how types of the product, advertising and peers influence children’s decision and whether it depends on their demographics. For the purpose of achieving research objectives questionnaire method was conducted on 174 participants, which were analyzed by
SPSS23. The results of this study demonstrated that influence of children on family buying decisions are less affected by children’s age however, boys are more influencing their parent’s buying decision than girls. As children grow older, they became more involved in family decisions to buy durable and family-joint products. Although, children of age group 16-18 tend to be more likely to influence buying decision which was related to them.

