Factors Affecting the Purchase Decision by Children Studying in Jordanian Private Schools for Unhealthy Food: An Empirical Study Conducted in Amman

Mohammad Obeidat, Bushra Mahadeen

Abstract


The study aimed at identifying the factors influencing children’s purchase decision of unhealthy foods represented in fast foods and carbonated beverages in Amman, in the scope of a group of indicators represented in the domain of the Independent Variable which included socializing agents, nutritional knowledge, available allowance, and food promotion activities. Therefrom, the Study attempts to investigate the differences in the factors influencing children’s purchase decision in light of the following Demographic Variables: (age, gender, monthly income level, family size, mother’s employment, school location, and child’s allowance). The population of the study consisted of all children whom range in age from thirteen to sixteen years old, studying in private schools in the seventh, eighth, ninth and tenth grade in Amman numbering (39868) male and female students, according to the Ministry of Education Statistics. A stratified random sample of the social strata was selected. The sample amounted to 421 students. The study concluded that except for parental influence, there exists a statistically significant effect of the above said factors (dependent variable) on the children’s purchase decision of fast foods and carbonated beverages. The study also revealed the lack of a statistically significant effect of the nutritional knowledge on the children’s purchase decision of fast foods and carbonated beverages. Furthermore, there are no statistically significant differences based on the demographic factors except for those differences attributed to the child’s allowance.

Keywords


Purchase Decision, Un-healthy Foods, Fast Foods, Carbonated Beverages, Children, Socializing Agents, Nutritional Knowledge

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