نوع مقاله : مقاله پژوهشی
نویسندگان
1 کروه مدیریت بازرگانی - مرکز تحصیلات تکمیلی - دانشگاه پیام نور - تهران - ایران
2 گروه مدیریت بازرگانی - مرکز تحصیلات تکمیلی - دانشگاه پیام نور - تهران - ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract :Today due to the increasing attention to children in families and too much use of satellite networks, the Internet and the development of television commercials, understanding the importance of children's participation in families shopping is one of the main and important factors for organizations to achieve success. Companies can adjust their marketing plans to use it as much as possible by identifying how children influence the buying behavior of parents. The purpose of this research was to design a model to identify this role based on the Fuzzy System. The study is descriptive survey in terms of research plan and applied in terms of objective. The statistical population in this study was children between the ages of 3 and 16 who visited shopping centers. The samples were selected through available sampling. Data was collected by distributing 315 questionnaires among children's parents. The results showed that children will be able to influence their parents through the methods of requesting, distorting or persuading their parents or discussing and exchanging ideas. But when they use the methods of yelling and crying, they face the parents' refusal. The answers that parents give to children in this regard include: accepting, betting or refusing to accept their requests, replacing children's requests with other goods, or postponing the purchase for them to another time.:
کلیدواژهها [English]
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