Parent’s Opinion of Children’s Influence in Purchase Decisions: A Comparative Analysis between Rural and Urban Delhi

Abstract

This study aimed to explore the parent’s perceptions of children’s influence on purchase decisions and determine whether there were differences based on location (rural versus urban), product type, age of the child, gender of the parent and communication style of the parent. A survey was carried out on 400 parents of which 205 were from urban areas and 195 were from rural areas. An analysis of the data showed differences in opinion of parents regarding children’s influence based on product type and age of the child. No difference in perceptions of parents regarding children’s influence based on gender and parental style was observed. Parent’s opinion for children’s influence was highest for older children in the family regarding the purchase of personal-use products.