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The purpose of the study was to determine how children's peer group influence family purchase decisions in Kenya to make recommendations. A descriptive survey research design was used and Nairobi County purposefully chosen to represent Kenya. The study used a mixed sampling design and adopted Roscoe's rule of thumb for determining sample sizes. Primary data was collected from two hundred (200) respondents selected at random from four (4) county districts of Nairobi. As a way of pre-selection, only one (1) parent/guardian of children aged 8 – 12 years, from each household was surveyed. A pilot test was carried out on 10 households to obtain some assessment of the question's validity and the likely reliability. This was tested using Cronbach's Coefficient Alpha with a threshold of 0.7. For data collection, primary data was collected using a semi-structured questionnaire. The questionnaire was administered through a personal interview and responses analyzed using SPSS. To test the hypothesis of the study, t and F tests were used. Correlation and regression analysis were carried out to determine the relationships between the variables used.
The study found out that children significantly influence family purchase decisions in Kenya, attributable to peer group pressure. The study recommended children to be considered as equal partners in family purchase decisions just as parents.
