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This study aims to explain the role of children in family purchase decisions based on the parent clusters with a market-oriented approach. Accordingly, the present study is exploratory in terms of objective and mixed and applied in terms of result. In the first step, 30 statements were extracted using in-depth interviews that after examining the face and content validity, and exploratory factor analysis in the pre-test, these statements were reduced to 29 and the final questionnaire was developed. To determine the sample size, the experimental rules were used, therefore given the 29 resulting statements, the sample size was obtained 290 that a total of 400 questionnaires with a share of 25% were distributed among four urbanite groups of parents in Mazandaran, among which 311 questionnaires were usable. To achieve the parents’ attitude factors, exploratory factor analysis was applied and after removing four statements during various stages, 25 remaining questions were classified in six factors. In the second step, using K--mean cluster analysis, three parent clusters (traditional, halfway and moderns) resulted from the hierarchical cluster analysis approach were analyzed based on six attitudinal factors. Results showed that in traditional, halfway and modern clusters, three factors are of paramount importance including interaction, product and time. Finally, by matching the demographic characteristics of the statistical sample with three parental clusters, recommendations were presented with a market-oriented approach among four types of footwear and clothing, educational, toys, food and drink products.

Keywords: "cluster analysis", "children purchase", "parents’ attitude", "parent clusters"

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