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Дугаар (550) 31, 2021
Монголын хүн амын сэтгүүл
H3: Children from single-parent families
have more influence on their family decision
making
.
The smaller the number of children in a
family, the more likely it is that parents
will involve them in family purchasing
decisions and assign certain power and
responsibilities. In this regard, Heyer’s
study (Heyer 1997, Hanny Suwandinata
2011) reveals that “Family size determines
the role and influence of children, and
children from large families are less likely
to make purchasing decisions”. Also, some
researchers (Adya Sharma et al. 2014) have
found that families with fewer children spend
more time with their children and are more
likely to involve them in family purchasing
decisions than families with many children.
This leads to the following hypothesis:
H4: Children from small size families have
more influence on their family decision.
In today’s world of competition and social
and environmental change, marketers are
increasingly focused on their customers.
Understanding
customer
purchasing
behavior is critical to an organization’s
marketing strategies and tactics.
Researchers Wut and Chou (2009) also suggest
that children influence family purchasing
decisions as follows:
- by choosing products and services for
themselves and encouraging their parents
to make purchases.
- by buying products they like with their
own pocket money,
- by expressing their opinion about
products for family use.
- by influencing their parents’ decision
making and product choice.
These factors suggest that children have a
significant role in family purchasing decisions in
many different ways.
3. RESEARCH METHODOLOGY AND
RESULTS
3.1 Sampling
The present study is based on primary data that
have been collected through questionnaires. The
target population in this study is the family with
children in Ulaanbaatar, Mongolia. Data were
coded and analyzed by using the SPSS 24. The
data were ruled out if the participants indicated
an inappropriate age or incomplete information.
Therefore, the target population of this study were
parents with children who lived in Ulaanbaatar.
3.2 Data Collection Procedure
This study was conducted between 1 January and
31 January 2020. A randomly selected sample of
220 Mongolian families participated in this study.
A total of 220 questionnaires were distributed,
and 178 were returned. 42 questionnaires were
not fully answered and were thus excluded from
the analysis. Table 1 shows the frequencies
and percentages of study sample characteristics.
Thus, a total of 178 samples, constituting 81%
returned ratio, were applied in this study.
Table 1. Response rate
Descriptions
Number and
percentage
Sample size
220
Surveys returned
178
Raw response rate
81%
Incomplete
questionnaires
42
Percent number
unusable
19%
Net number usable
178
Of the total sample, 65.7% were women, 29.8%
aged between 20 and 30 years, 62.9% aged
between 31 and 50 years, and 7.3% were over
50 years of age. Out of 178 participants, 131
parents (73.6%) are dual parents (husband
and wife), and 47 parents (26.4%) are single
parents (Table 2). The participants were asked
to respond to the survey questionnaires based
on their family purchase decision. The survey
involves only one respondent from each family.
The respondent can be the father or mother who
is responsible for the family buying decision. If
the family has more than a child between 1-18
ages, they were allowed to think about only one
child when responding to the questionnaire.