Children influence on parents buying decisions in Delhi (India)

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.