The purpose of this paper is to find out the amount of children influence on family purchase decisions. It considers product types as being the influencing agents that enhance children?s influence to family purchase decisions. The paper acknowledges children as being consumers in their own right and not an extension of their parents. Therefore the amount of children influence in this paper is direct influence which is characterized by other family members taking the child into account when going through the purchase decision process. This therefore implies that, consumer roles being played by family members are seen as being of equal measure, such that children are equal participants of family decision making just as parents. This is opposed to the child passively influencing the decision itself as is in the domain of majority of Kenyan families.
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