Abstract:
The aim of this research is to examine and explain the tweenagers preferences as a consumer and
also how they create an impact on the decision making of the family for the buying of food items
and clothes. The factors that affect these influences are age, gender and income of a family; these
are all related to the Pakistan’s environment. The objective of this research is to examine the
influence of tweens combined with gender, age and income factors on purchase decision making
of a family.In order to measure the impact of tweens on the purchase decision making of a family
in Pakistan, the researcher has conducted a survey before which a questionnaire was generated to
measure the qualitative data in the context of tweenagers and their parent’s age, income, gender
and influence. The questionnaire was distributed to the tweenagers and their parents to know the
pattern of their preferences for this research.
For this dissertation convenience sampling method is used, a type of non-probability is sampling.
As the population parameters were unidentified and there was no sample mount, therefore this
method was chosen. The major aim to pick this technique was time constraint. Totally 150
questionnaires were distributed from which 130 respondents gave the questionnaire back.
