The perceived influence of adolescents on the family purchase decision-making process : a cross-cultural study

M.Comm.The research study has endeavoured to explore adolescent perceived influence on parent purchase decisions more comprehensively, with unique and pioneering research being conducted on the degree to which this influence varies cross-culturally. Several findings were similar to previous research conducted, with adolescents still perceiving to have greater influence than their parents attribute to them. The cross-cultural findings, however, provide a basis for future research due to the significant value of these findings to marketers and researchers alike. The value of researching this cross-cultural impact should therefore not be discarded, as the researcher is of the opinion that knowledge regarding this aspect will dramatically influence the manner in which products are marketed and the ultimate success of long-term customer relationships. Conclusions