Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making in Hong Kong.
The study is based on a survey of 366 family members in Hong Kong.
Children are found to have more influence in the choice‐making stage of decision making and parents still control the final decision, which is consistent with previous research findings.
Parents and their children usually engage jointly in family decision making. Marketers should address the needs of both parties and work to help to resolve any conflict that may arise.
The study is framed within resources theory to examine children's influence in two decision stages of family decision making.
