Children influence on parents buying decisions in Delhi (India)

Akhter Ali · Dharminder Kumar Batra

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The existing literature has confessed that children have an influence on parent's buying decisions for a wide range of products. This study is based on survey approach and aims to examine the impact of children on parent's buying decisions regarding children and family related product groups. A sample of mother's along with their children aged between 6-14 years was studied in Delhi (India). Results of the study mostly supported the findings of previous researchers with certain exceptions. Moreover the influence of child on parents buying decisions is found to be dependent on some demographic characteristics of children, mothers and families. Key words: Children, Influence, Parents buying decision, Product groups, Delhi.

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References

1994Adolescent Influence in Family Decision Making: A Replication with Extension 2003The end of corporate imperialism.1979Decision Making Among the Young: A Socialization Perspective 1989Family Members' Perceptions of Adolescents' Influence in Family Decision Making 1978Observation of Parent-Child Interaction in Supermarket Decision-Making 1980Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units 1985Parental and teenage child influences in family decision making 1972Children's Purchase Influence Attempts and Parental Yielding

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