Family Communication Patterns and Influence of Children in Family Purchase Decisions

Abstract

This article revolves around the validation of family communication pattern scale along with its subsequent influence on child influence in family purchase decisions. The perceptions of parents of 6-12 years old children in Delhi NCR were taken into consideration to carry out research. Both primary and secondary studies were conducted to complete the research process. Exploratory factor analysis and confirmatory factor analysis were used to validate family communication patterns scale and multiple linear regression was used to find the influence of family communication patterns on children influence in purchase decisions across product categories. The findings resulted in four factors of family communication patterns with an excellent fit. Also, there was a significant influence of family communication patterns on children influence on child goods and services and not on family-related goods.