Abstract
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,