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Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers, gaining a 360 degree view of both their daily lives that occur during their lifetimes so that the right products are marketed to the right customers in the right way. This study was conducted with the objective of investigating children's influence on family purchase decisions in Kenya. To achieve the objectives of the study, Nairobi County was purposefully chosen to represent Kenya. Nairobi was chosen because it is cosmopolitan and therefore would conveniently be a true mirror of Kenya for ease of generalization. Primary data was collected from two hundred (200) respondents selected at random from four (4) county districts of Nairobi. As a way of pre-selection, only one (1) parent/respondent of children aged 8 – 12 years, from each household was surveyed. A pilot test was carried out on 10 households to obtain some assessment of the question's validity and the likely reliability. This was tested using Cronbach's coefficient alpha. A threshold of 0.7 Alpha (ά) was used. Primary data was collected using a semi-structured questionnaire. The questionnaire was administered through a personal interview and responses analyzed using SPSS for Windows. To test the hypotheses developed for the study, appropriate statistical tests such as the F test was used. The study found out that children influences (parent-child relationship and peer group) as moderated by culture, have a positive and significant influence on family purchase decisions in Kenya.

Determinants of Children's Influence on Family Purchase Decisions in Kenya