期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2014
卷号：3
期号：1Part 2
页码：162-173
出版社：Academy of IRMBR
摘要：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.
