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Дугаар (550) 31, 2021 Монголын хүн амын сэтгүүл
Table 6 states the statistical differences in
the relationship of the child’s influence and
family buying decisions due to family size, as
F value=2.709 (p=.069*) and F value= 2.501
(p=.085*). Children from small-sized families
significantly impact purchase decisions (3.05 vs.
2.65, p=.069, 3.04 vs. 2.63, p=.085, respectively).
This result suggests that family size has an
impact on the relationship. Therefore, hypothesis
H6 is supported.
4.2 Findings
Hypotheses Results
H1 Children from high-income families have more influence on their family decisionmaking
Partially
confirmed
H2 Children from high educated families have more influence on their family decision Confirmed
H3 Children from single-parent families have more influence on their family decision Confirmed
H4 Children from small size families have more influence on their family decision Confirmed
5. CONCLUSION
This paper aims to investigate children’s
influences on Mongolian family decision-making
in Ulaanbaatar, Mongolia. The target population
in this study refer to families with children in
Ulaanbaatar. According to the survey results,
children strongly influence family purchasing
decisions, which are highly correlated with family
income, marital status, parental education, family
size, and the number of children in the family.
6. LIMITATIONS AND FUTURE RESEARCH
Similar to many studies, this study has several
limitations which lead to future studies within
this area. One of the circumstances that may
have negatively influenced the results is the
unsatisfactory number of respondents in the
present study. Due to limited time frame, 178
families with children participated in the survey
in Ulaanbaatar city, Mongolia. It can be a small
sample and poor variability that could reduce
correlations between variables explaining
these correlations. Therefore, we suggest that
the sample size in future research should be
increased. No qualitative research was involved
in this study.
Future research should compare results in multi-
national contexts. The results of this research
would most likely vary by country. In addition,
there is little research conducted on the impact
of children on family purchase decisions in
Mongolia. Therefore, the impact of children on
Mongolian family purchasing decisions needs to
be further explored.
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