A Study on Children Influence on Family Purchase Decision in India

Sunita Kumar

Abstract


The children influence on family purchase decision depends on a number of parameters and situations. The children exercise various methods to influence the parent’s decision. The children influence varies from products to products. It depends on parent’s education, profession, income, single parent working or both parents working, and type of family. This research considers the children in the age group of 8–12 years in India. The Descriptive statistics are used to summarize variables in terms of central tendency and measures of dispersion. The Reliability test has been done using Cronbach’s alpha. Pearson’s product correlation, one-way ANOVA, Two-way ANOVA has been done using SPSS version 18.0. The regression is used to prove the causality between Independent variables on Dependent variable. The children’s influence is maximum for products like bicycle, Ice Creams/chocolates/Juice and CDs/DVDs. There are a few products like CDs/DVDs, video games and hobby activities, which are used by the whole family and still children influence is higher than their parents on family purchase decision. The ANOVA analysis of parent’s perception of children influence indicates that parent’s income impacts the children’s influence. The quadratic relation is observed between children influence and family income.

Keywords:

Children Influence, Family Purchase, Income, High-Value Product, Low-Value Product

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