Degree of Children Influence on Parents Buying Decision Process

Abstract

Consumer behaviour study has become more significant for marketers for their sustainability and growth. Understanding the changing needs, preferences, lifestyle and demographic factors of consumers is more challenging. No longer are the children at back stage. The buying process in a family by large involves a concurrent decision taken by all. Today, the parents buying decision is mostly influenced by their children.  Marketers’ have to understand this changing dynamics of family buying decision making process and the power of children influence in the same. The study focus on the children influence in parents buying decision. 195 children were taken as sample and questionnaire were administered to capture the data. The study reveals that the children get money on different occasions for their personal use and additionally they mostly influence their parents while buying many products which are used by them. The degrees of children influence vary for various products as prioritised by them. This paper highlights on findings, suggestions and conclusion.

Key Words: Buying process, Decision making, Children behaviour, Children influence, Marketers, Family structure.