文章基本信息

标题：Influence of Socializing Agents on Children Involvement in Family Buying Decision Process
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作者：Sohail Ayaz Muhammad ; Zermina Tasleem ; Ahmad Salman 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：9
页码：912-925
DOI：10.6007/IJARBSS/v9-i9/6381
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Successful marketing can be achieved through a continuously focus on an appropriate consumer. Children are identified as active consumer and influencer in the modern market. This paper recognizes the emerging status of children as an influencer and has promoted researchers to conduct research in the developing country such as Pakistan on socializing agents that influence children on family buying decision. This research applied purposive sampling of 484 children (8 – 12-year-old age group) from major cities of the Punjab, Pakistan. A pilot study was conducted from 88 families to measure validity and reliability of the questionnaire. The results revealed that children provoked through parent-child relationship, pressure of the peer group, advertising, types of product and has a significant and positive influence on family purchase decisions in the Punjab, Pakistan. This research contributes with its understanding on contemporary influencer and consumer to support marketer with significant knowledge concerning to the influence of children on family purchase decision in Pakistan. It rouses marketers to be conscious that the children’s purchasing power surge in future. This embraces noticeably more influence when it derives to purchasing decisions of family. Consequences of this research provide executives with significant information for modifying the effective strategies of marketing.