Research Paper (postgraduate) from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Shaheed Zulfikar Ali Bhutto Institute of Science & Technology, course: Master of Business Administration, language: English, abstract: In the recent years the influence level of children have shown dramatic changes and major variations depending upon factors and different norms and values. Family purchase decision are being influenced by children by a greater extent. Hence, all these developments and changes have resulted in creating the need to gauge and identify certain variables which impact children to influence their family in purchase decision making. Moreover, this would also highlight the overall importance and role of children within the family. Therefore the aim of this study was to test certain factors which creates impact on children to influence their parents. This was supported by conducting of quantitative (questionnaires) and qualitative survey (unstructured interviews). In order to achieve the research objectives around 230 respondents through quantitative and 5 through qualitative approach were analyzed. This research will be beneficial for the store owners & marketers/researchers to identify and create effectives strategies which would impact the children to influence their parents in the purchase decisions. However this research is limited to Karachi only as a result of budget and time constraints, therefore for further study this research can also be based on a wider scope i.e., outside Karachi including maximum variables that can affect the children to influence in the family purchase decision. This would allow to further analyze and get more insights over the topic.