Dynamics of Intergenerational Influences on Brand Preferences in Pakistan : (Brand-in-Mind vs. Brand-in-Hand)

The purpose of this study was to examine the existence of (IGI) between two successive generations for their brands preferences in Pakistan. A sample of 80 mother-daughter dyads, and 80 father-son dyad was selected each (Total respondents = 320). The frequency count of agreements for 17 product categories was obtained and those product categories were selected which had at least 50% response rate. The proportion of agreement between parent and child were found to be more than 50% in Smart Phones, Laptops, Desktops, Toothpaste, Toothbrush, Shampoo, National dress, Formal Shoes, Jeans, Fast Foods, Cold Drinks, Juices, Tea, and Ice cream product categories. All these proportions appeared to be statistically significant. This means that there is an existence of IGI in all these 14 product groups which is statistically significant. The difference of proportion of agreements in use versus in mind appeared to be statistically significant in Mobile Phones, Smart Phones, Desktops, Toothpaste, Shampoo, Formal Shoes, Jeans, Fast Foods, and Juices product category. Thus agreements brand-in-use situation between parent and child are more than agreements brand-in-mind situation. These results reflect that there is a significant evidence of IGI presence between parent and adult child. Hence brand preferences are definitely going to be transferred from one generation to the other, this phenomenon is more prominent for those brands which are in use than those which are in mind