|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Profiling key purchase influencers: Those perceived as consumer savvy|
|Publisher:||John Wiley and Sons|
|Citation:||Nancarrow C, Tinson J & Brace I (2011) Profiling key purchase influencers: Those perceived as consumer savvy, Journal of Consumer Behaviour, 10 (2), pp. 102-110.|
|Abstract:||The concept of consumer intelligence or consumer savvy is defined and the way in which this can be measured is examined with a view to determining if and how being perceived to be savvy affects decision-making influence in a family setting in the UK. A sample of 524 matched pairs (mother and her child) drawn from the TNS postal panel responded to a questionnaire that determined the mother's perception of how savvy her child is with regard to shopping in general and with regard to two product categories (casual clothes for the child and a summer holiday). The child's reported influence on decision making in these categories as well as their money management is also explored. The children perceived to be more savvy were female and older. Mothers in lower socio-economic groups were also more likely to perceive their children as 'savvy'. The more savvy children were more involved in the purchase decision process. Implications and future research avenues are presented.|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Affiliation:||University of the West of England|
Marketing and Retail Division
Taylor Nelson Sofres (TNS)
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