Volume : V, Issue : VII, July - 2015

A study of role of children in family purchase decision

Bhavsar Tushar M, Dr. Snehal Maheshkar

Abstract :

 Children have long been acknowledged as playing an important role within family purchase decisions, with their ability to directly and indirectly influence decisions. Children constitute a significant marketing zone as the world fits to children and this has led to consideration from marketing point of view and companies are using this segment as trump card for profit maximization. Children today have a more important place in the society than their parents ever had. They not only are consumers but have a considerable influence may be direct or indirect influence in the family purchase decisions. The influencer role does children exhibit over purchase decisions in family along with the nagging effect that they have on their parents is increasing day by day. 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 role of children in family purchase decisions. A sample of 150 parents was studied. The findings of this research show that there is important role of child in purchasing decision of product in family. Results of the study mostly supported the findings of previous researchers

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Bhavsar Tushar M, Dr.Snehal Maheshkar A study of role of children in family purchase decision Indian Journal of Applied Research, Vol.5, Issue : 7 July 2015

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