Abstract:
Purpose: This research work adds to the existing relevant knowledge on intergenerational
influence by exploring intergenerational influence on brand preferences and consumers’ passive
perception regarding purchasing choices within parents/children dyad.
Method/Sample: Data has been collected through primary and secondary methods. As per
primary method, a sample of 300 respondents has been considered to conduct the research study
by using questionnaire. While secondary data was collected through journals, articles and books.
The gathered data was then quantitatively analyzed using SPSS tools i.e. frequency, descriptive
statistics and regression.
Findings: The outcomes of the analysis showed that there is a significant strong
intergenerational effect of brand preference on the Pakistani youth. So, it accepts all the
hypothesis of the research study.
Practical Implications: This study fills an existent exploration gap by giving experimental proof
of the presence of intergenerational impact on brand preference, price quality plan,
accommodation introduction, and brand name quality plot in Pakistan.
