Abstract
Family constitutes a bundle of consumers which consist of the different needs and wants regarding purchasing. Consequently buying decisions are also made on considering theses diversities found among the members. Among these consumers some little consumers make feel their presence in buying decisions. Children impose their demands on parents while purchasing because they have greater exposure and many sources of information. Somewhat they are succeed to pressurize their parents for desired products because parent approve their autonomy and nurture their self-expression and value their views but on the other hand some demographic factors which minimize this influence. The aim of this paper to investigate the influence of these little consumers while considering the demographic factors of family. Factors included in this study were age, gender, income and occupation of parents and family type. Results shows that among these factors only income of the parents has significant impact on child’s influence.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: ELK Asia Pacific Journal of Marketing and Retail Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
