Impact of familial characteristics on Indian children's influence in family purchases

Abstract

It is an accepted fact that children today not only form a lucrative market segment on their own, but also have a significant influence on family purchases. The purpose of this study was to investigate the impact of family characteristics, such as family communication pattern and parental occupation on the perceived child influence in family decision-making amongst urban Indian families. Based on the survey of 346 parent–child dyads in Delhi, India, the study reported that significant relations existed between the abovementioned family characteristics and child’s influence in purchase and consumption decisions within the family.