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• The Children’s Role in the Food Purchase Decision-Making Process

  78-86

  Katalin Földi

  Anita Bajdó

  Brigitta Balogh

  Judit Halász

  László Ecsédi

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  In our present paper we wish to give a closer picture of store, product and brand choice in the food purchase decision-making process. We examined the role played by children in the family purchase decision-making process, especially in store, product and brand choice at daily and big shopping. In our research we applied - apart from bibliography review and secondary research - primary qualitative (deep interview) research. On the basis of our qualitative research findings children play an important role in the family purchase decision-making process, but this role is not dominant. According to our research findings children play a bigger role in the store choice at big shopping and in the product choice when they choose the product for their own consumption.