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Apple Corporation's Current Reward System
© The Journal Contemporary Management Research 2010, Vol.4, No. 2

THE INFLUENCE OF CHILDREN ON FAMILY PURCHASING DECISIONS IN OTA, NIGERIA
S. T. Akinyele*

Abstract Children constitute an important target market segment and merit attention from a marketing perspective. The role that children play in making decisions concerning the entire family unit has prompted researchers to direct attention to the study of influence of children. This research focuses on the influence of children on family purchasing decision making in Ota, Nigeria, a country with distinct cultural characteristics. The main objective of this study is that to what extent do children exert influence on various product category and stage of the decision making process. For some products, they are active initiators, information seekers , and buyers; whereas for other product categories, they influence purchases made by the parents. The purchasing act is governed by how they have been socialized to act as consumers. Hence, the aim of this paper is not only to explore the dimensions already investigated by previous researchers in Nigeria but to identify direction for further research. The study provides empirical evidence based on data, collected from 320 families. The general findings of this study suggest that the children’s influence on family decision making in Nigeria is limited to products of direct use to children. Findings also reveal that the children are more influential on need recognition, where to buy, when to buy and which to buy sub-decisions. On the other hand, the parents perceive children to have very little influence on family decision making, as they state themselves as the most influential units of family decision making. This study suggests that parents underestimate the role of their children on family buying decisions. Key words: Children, Family, Parents, Decision making, Buying decision ,Nigeria. INTRODUCTION Purchase decision making is a complex and multistage process,


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