1. Research paper _ PAF-KIET Fall’2012
“Influence of Children’s On Family Buying Decision in the Choice of
Brand(Karachi) ”
Marria Abdul Rehman Pirwani
Pakistan Air Force – Karachi Institute of Economic and Technology
BBA- Hons (4 years)
Abstract:
Key Words:
Children, family decision making, buying roles, influence in choosing brand, effects of
Advertising, social gathering.
Objective:
These are the following objectives of my research:
 Determine how children’s influence their parent buying decision of the particular brand.
 Determine how children’s are influenced by social gathering.
 To identify the impact of advertisements and media on kids choice of particular product
brand.
Introduction:
The purpose of this paper is to examine parents’ perceptionof their children’s (5-13-year-olds)
participation in and general influence on the family decision making process when purchasing in
different product categories like cereals, junk food , soft drinks, toys etc. . Focus is on three sub
decision stages: suggesting buying the product category, deciding on the brand, and deciding
on the model. Based on a review of the literature within the area of family decision making, our
goal is to study whether the type of influence characterizing a purchase decision will depend in
part on product type and in part of the children’s buying role (initiator or not), age and gender.
These different variables are proposed to explain children’s impact on family buying decisions.
Now a day, due to socialization and advertisements children’s mentality towards product
buying and they influence their parents buying decision. Children’s in their houses watch
television and advertising effects them in a way they buy the product which attracts them. In
school, children’s are also affected with their classmate, which comes in socialization. Thus
children’s also influence their parent for the product brands which they have one through in
their social gathering or which they affect through advertisement.

2. Research paper _ PAF-KIET Fall’2012
Adolescents’ of todays is the future of any nation; the media has tremendous impact on them ,
as what they see in their environment they want to have , through which they convince their
parent’s for buying a particular product brand which influences the buying decision.Advertising
has enhanced their involvement in product selection and purchase, they prefer to buy
advertised products and sometimes they want advertised products even though they do not
need them. Kids also attracted by the advertisements and packaging of the products that they
are using and believe that products are as good as expected from advertisements and
packaging. Advertisement has an impact on buying behavior of the Adolescents’. Thus,
children’s has affected through the environment and social gathering which effects their sense
of buying a particular product brand and they influence and force their parents to choose
product brand according to them.
Background:
“Kids today are customers, buyers, spenders, shoppers, consumers” (McNeal 1992).
This quotation illustrates that children have come to constitute a very important consumer
group. Children are important as a primary market, andprompting market, and a future market.
In my research paper, we focus on children as an influencing market, because former studies
show that children achieve increasing influence on family buying of various kinds of products
which have their impact through their environment.Now a days in many circumstances family
communication has become more vulnerable and democratic, one
Consequence being that today parents pay more attention to their children.
Literature Review:
European Journal of Social Sciences – Volume 12, Number 4 (2010)
Impact of Advertisement on Children Behavior: Evidence from Pakistan
European Journal of Scientific Research ISSN 1450-216X Vol.21 No.4 (2008)
Children Attitude towards TV Advertisements in Pakistan
Innovative Marketing, Volume 4, Issue 4, 2008008
Children’s influence on family decision making
International Journal of Business and Management Vol. 6, No. 1; January 2011
Does the Food Advertisement on Television Have the Impact on Children’s Food Purchasing
Behavior?

3. Research paper _ PAF-KIET Fall’2012
Methodology:
Quantitative research
(Questionnaire) will be my method to collect primary data.
I have covered all the important geographical areas of Karachi by making the sample size more
specific as follow:
1. Defence ( 10 people each)
2. North
3. Malir Can’t
4. Garden
5. F.B area
Secondary Research:
Article
Research Journal
Hypothesis:
H0: children are influenced by parent’s decision.
H1: Advertisement effects children’s sense of buying.
H2: children are influenced by social gatherings.