children’s casual‐wear clothing. Principally, it analyses the impact of influential agents on the buying outcome by examining … clothes were bought, but children were found to exert a strong influence. The importance of branding to eight to ten year olds … to influence decision making mainly by the use of merchandise and branding to attract both children and parents …

This research analyses the in‐store behaviour of children and their parents while shopping for children’s clothing …. Data were collected by unobtrusively observing and recording the behavior of parents and children in retail stores. Results …