Measuring influence in the family decision making process

• Main Authors: Lau, Teck Sien, Sng, Siok Wei, Tan, Lilian Siew Hong
• Other Authors: Roger Marshall
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/59659
• Institution: Nanyang Technological University

Family Consumer Research is an area that has attracted a lot of research attention and effort from academics and marketers. However, the emphasis has been largely on the influence of spouses. Hence, most research studies have neglected the role children play in family decisions. The degree and natur...