Abstract:
This study focused on children’s coalition strategies and parental purchase decision making for family products. As
children sometimes find it difficult to present their purchase requests for family products to parents they tend to resort to
formation of coalitions to gain support instead of presenting such requests directly. Therefore, the justification for this
study was to examine how coalition strategies help children to gain support when presenting their purchase request for
family products to parents. Against this backdrop, the specific objective of this study was to examine the effect of
children’s coalition strategies on parental purchase decision making for family refrigerators and power generators. The
survey research design was adopted for the study. A sample size of 400 was determined from the study population of
115,934 in the study area using the Yamane (1967) sample size determination formula. Responses from 386
respondents were considered valid and used. The responses were analyzed using descriptive statistics. The F-statistics
was used to test the significance of the multiple regression model used in testing the hypothesis formulated. From the
regression results the conclusion of the study was that children’s coalition strategies have a significant effect on
parental purchase decision making for family refrigerators and power generators. It was recommended that
manufacturers and marketers of family products should constantly study parent-children relationships and develops
strategies for enhancing family relationships in areas related to family purchase decision making for family products.
