Skip to main content

Research Repository

Advanced Search

Profiling key purchase influencers: Those perceived as consumer savvy

Nancarrow, Clive; Tinson, Julie; Brace, Ian


Julie Tinson

Ian Brace


The concept of consumer intelligence or consumer savvy is defined and the way in which this can be measured is examined with a view to determining if and how being perceived to be savvy affects decision-making influence in a family setting in the UK. A sample of 524 matched pairs (mother and her child) drawn from the TNS postal panel responded to a questionnaire that determined the mother's perception of how savvy her child is with regard to shopping in general and with regard to two product categories (casual clothes for the child and a summer holiday). The child's reported influence on decision making in these categories as well as their money management is also explored. The children perceived to be more savvy were female and older. Mothers in lower socio-economic groups were also more likely to perceive their children as 'savvy'. The more savvy children were more involved in the purchase decision process. Implications and future research avenues are presented. Copyright © 2011 John Wiley & Sons, Ltd.


Nancarrow, C., Tinson, J., & Brace, I. (2011). Profiling key purchase influencers: Those perceived as consumer savvy. Journal of Consumer Behaviour, 10(2), 102-110.

Journal Article Type Article
Publication Date Mar 1, 2011
Journal Journal of Consumer Behaviour
Print ISSN 1472-0817
Electronic ISSN 1479-1838
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 10
Issue 2
Pages 102-110
Keywords consumers, key purchase influencers
Public URL
Publisher URL