Abstract
The Effect of Malaysian Teenagers Resources, Influence Strategies and Family Purchase Decision
Highlights
To conclude, this research provided meaningful information on teenagers’ resources and the influence strategies used by teenagers towards the family purchase decision
It was discovered that knowledgeable teenagers who perceived high importance towards the mobile phone were more successful in using both types of influence strategies, while teenager’s product usage did not have any effect on influence strategies exercised by these teenagers towards their parents
The bargaining strategies was no longer effective in the final decision stage of the family purchase decision between parents and their teenage children. These findings enabled the researcher to identify the predictors of family purchase decision as well as provide a better understanding of the teenagers’ influence on their family’s purchase decision in order to get their desired mobile phones
Summary
Teenagers are categorized as ‘hyper consumers’ (Chaplin & John, 2005) who are able to influence family purchase decision (Bansal, 2004; Dobrow, 2006; Spero & Stone, 2004; Stone, Stanton, Kirkham, & Pyne, 2001) for a specific category of products such as VCRs, autos, computers, stereos, vacation (Spiers, 2017; Vishwakarma & Chatterjee, 2018) and sporting equipment (McLaughlin, 2000; Opara and Uboegbulam, 2016) due to trust and the busy lifestyle of their parents (Brazil, 1999). Teenagers are said to be disloyal to particular brands (Cora, 2019; Duh & Iyiola, 2020; Taylor & Cosenza, 2002) and adaptable to the latest technology (Bansal, 2004; Becker, 2005; Dobrow, 2006; Johnson, 2006; Kaur & Medury, 2011; Stone et al, 2001; Wilska, 2003; Dikcius et al; 2018). Considering their product skills and knowledge, there is no doubt that parents depend on their (teenagers) decisions to purchase products for the family. This is due to the reason that mothers trust the judgments made by their children as their children get older (Ward, 1974)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
