The Effect of Malaysian Teenagers Resources, Influence Strategies and Family Purchase Decision

Abstract

Purpose: This research attempts to determine the effect of resources and influence strategies on the family purchase decision. Design/methodology/approach: This research used a structured questionnaire to collect data on teenager\textquoteright{}s influence on family purchase decision. Factor analyses, reliability and multiple regression were used to analysed the data. Findings: The findings show that teenagers use persuasion and bargaining strategies to influence their family purchase decision (to some extent). Originality/value: The research of family purchase decision usually ignores the influence of children, such as teenagers. Most of the previous researchers tended to concentrate on decision-making made by husbands and wives and claimed it as a family decision making. This, however, may not hold since family also comprises of other members such as children. Thus, this paper attempts to focus on other family members i.e. teenagers influence in family purchase decision.