Influence of Family, Peers, and Media on Children's Participation in the Family Buying Process

Authors

  • Sohail Ayaz Muhammad PhD scholar, Bahauddin Zakariya University Multan, Pakistan

DOI:

https://doi.org/10.47067/real.v5i3.278

Keywords:

Children, Peers, Media, Family Buying Process

Abstract

This study is intended to investigate the different socialization agents for the Pakistani children, who are playing a vital part in family purchasing decisions process. A quantitative research approach was performed in the shape of a survey along with questionnaire was filled to ascertain how the effects of the family, peers, and media on children's participation in family purchasing decisions. Study was conducted on Pakistani households with children aged 8 to 12, whether they had one child or more. The findings revealed a correlation between parent-child ties and children's ability to affect family purchasing decisions. Parent-child interactions, peer groups and media have a significant impact on children's decision-making about family purchases in Pakistan. Hence, it is determined that family purchase decision-making is a collaborative process in which both parents and children contribute, influence, and carry out a variety of roles. The study provides understandings for researchers who wish to comprehend the operation and the multiple factors influencing it, for marketeers who recognize a consumer segment within this group and who thus need to comprehend the factors influencing them, as well as for decision-makers who must ensure that learning occurs properly.

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Published

2022-09-30

How to Cite

Muhammad, S. A. . (2022). Influence of Family, Peers, and Media on Children’s Participation in the Family Buying Process. Review of Education, Administration & Law, 5(3), 489-498. https://doi.org/10.47067/real.v5i3.278