This study was conducted to understand the influence of school-going children between seven to ten years of age on family’s buying decision-making in the area of North Nazimabad. A sample of three children was chosen to be interviewed and were asked a number of questions related to their influence on purchase. Later, their parents were interviewed to counter-check their perceptions about their children’s influence. The results showed that children did exert some influence on decisions, especially in cases where the product was for their own use. Another result was that the level of understanding of the children was high enough to understand their parents’ point of view upon refusal of a demand.
Adolescents, Preferences, Purchase behavior
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Majeed, U., & Banoori, N. S. (2006). The influence of children on family purchase decisions: a phenomenological approach. Business Review, 1(1), 175-190. Retrieved from https://ir.iba.edu.pk/businessreview/vol1/iss1/15
February 19, 2021