Influence of Children on Purchase Decision Making in Urban Household

Among all the factors that influence a buyer¿s behavior, the single most influential group in the consumption behavior pattern of an individual is the family. Therefore the real target of the marketer is not any individual but the family as a whole. It is an acknowledged fact that members in a family influence value items such as consumer durables, food products, automobiles etc. that are used by different family members. Given that a family usually has multiple decision makers, it becomes imperative for marketers to understand the decision-making process within the family and develop an appropriate strategy in accordance. While researches exploring the role played by spouses are bounty, others focusing on the role of children are relatively limited; especially in India and especially for products for which children are not the primary audience. This book explores the child¿s influence in the purchase decision making within an urban household in India, aiming to understand the variation in the children's influence across different products, age, gender, SEC and family type.