The Influence Of Children On The Family Purchase Decision In Umuahia (A Case Study Of Households In Umuahia Metropolis)

ABSTRACT

The study examines children's influence in family purchase decision. The purpose of the research was to study how children influence the family purchase decision in Umuahia by observing the role the children play in relation to their parent in family decision. The study was conducted as a descriptive research survey method. Both were collected from 100 respondents where, parents and children. The data generated were then analyzed by simple percentage and frequencies tables while the stated hypothesis were tested using the chi-square test-statistics. It was found that parents perceives children's influence on family purchase decision as different from theirs and recommended that marketers should target children with their marketing programs as they form major influence in family purchase decision in Umuahia.