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Children have always been playing their influential role in family purchase decisions but we find lack of research on this topic within Pakistan. Keeping this in mind we conducted this research with a sample of 125 Pakistani Parents. The data collection process was completed with the help of structured questionnaires, designed to especially meet the researchers’ criteria. The results were quite a set back for the local stereotypes (marketers). The results reflected a great degree of influence from the children i.e. around 40% towards the family purchasing decisions
AMIR ISHAQUE, MUHAMMAD TUFAIL. (2014) Influence of Children on Family Purchase Decision: Empirical Evidence from Pakistan, International Review of Management and Business Research, Volume 3, Issue 1.
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