Exploring Children, Family, and Consumption Behavior: Empirical Evidence from Nigeria

摘要

Multinational enterprises, especially those in the fast-moving consumer goods market, have long been concerned with the dynamics of family-oriented consumption behavior. What is little known is the changing locus of power as children assume more power in family buying decisions. This paper adopts qualitative methods to address the changing role of children, strategies applied to influence family purchases, cultural shifts, and the implications for international business. Nigeria is used as a contextual base but the implications of the study could span sub-Saharan African region.