THE ROLE OF TURKISH YOUTH IN FAMILY PURCHASE DECISION
Kumru Uyar, Kenan Gullu and Müge Erkan
Ass. Prof. Nuh Naci Yazgan University
Ass. Prof. Erciyes University
EximBank, Specialist, Ankara, Turkey

Abstract: Teenagers have an important position in their family with respect to be both an influencer and decider on purchasing decisions. Therefore, it is very important to determine the role of teenager in the purchasing decisions of the family. The influence of teenager on family purchase decision process differ according to the different stage of the decision-making process and to different demographic characteristics of family members and as well as it diversify with consider to different product and service classes. In recent years, Turkey's socio-cultural structure has changed very quickly. This change has been effective on the effect of young people buying decisions. The purpose of this study is to determine the role of teenager in purchasing decisions of the family in different product groups. In addition, it is aimed to specify the differences of teenager’s roles in family purchasing decisions with respect to demographic variables. The findings of the study show that children's influence in purchasing decisions increases as the child gets older. Also it has been observed that daughters would be more effective on food and clothing products in aking decisions on their own, while decreased the effects of this decision of sons. It has been observed that sons have a larger impact on electronic products decisions than daughters.

Keywords: Purchasing Decisions Process, Teenager’s Role, Consumer Behaviour.