Major Influence Factors in Consumer Socialization of Pakistani Children: An Application of Conjoint and Cluster Analysis

It is a general understanding amongst the academicians and marketers that there are certain agents, such as, parents, peers, mass media/advertisements, and brand knowledge that are affecting the process of consumer socialization of children. This paper generates a humble academic discussion on determining and/or measuring the influencing factors of the consumer socialization of children by the use of conjoint analysis. Moreover, cluster analysis is used on the part-worth utilities of conjoint analysis to ascertain if clearly defined clusters of children existed. A sample of 60 children in the reflective stage (11-16 ages) is interviewed for the analysis. The research findings generate some very interesting discussion with regard to the consumer socialization of children: the most important factors affecting the Pakistani children's consumer socialization are 'Parents', 'Peers', and 'Brand Knowledge'; children did not show any significant difference between low-and high-involvement purchase decision processes; girls are more influenced by their 'Parents' whereas boys' buying behaviour is greatly affected by 'Peers' and 'Brand knowledge'; and children can significantly be divided into three segments: 'Brand Oriented', 'Parents Oriented', and 'Peers Oriented'.