Abstract
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.
Highlights
R ecent changes in demographic and household structure have increased children’s impact on purchase decisions (Ekstrom, Foxman, & Tansuhaj, 1989)
The total amount of money approved for research is a meagre Rs. 322 million in a year (Mamoona Amjad, 2005)
Research has been conducted about adolescents in the West, it has the inherent problem of being ill-suited to the culture and environment of a developing country like Pakistan where the average incomes are lower, and family lifestyles are different
Summary
R ecent changes in demographic and household structure have increased children’s impact on purchase decisions (Ekstrom, Foxman, & Tansuhaj, 1989) These changes in Pakistan have been more gradual, they are noticeable. Research has been conducted about adolescents in the West, it has the inherent problem of being ill-suited to the culture and environment of a developing country like Pakistan where the average incomes are lower, and family lifestyles are different. Given these limitations, we felt that a formal research effort needed to be exerted to find out about the degree to which children have influence in the purchase decisions. We seek to find out the different product categories this influence operates in and counter-check from parents about how they perceive their children’s influence to be
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