Abstract
Consumer behaviour is getting increasingly complex. Corporates are managing their relationships with their customers to generate benefits for both customer and company. This paper focuses on decision making in a family and analysing how children impact their parents' consumer decisions. This study also proposes an effective framework to carry out a structural analysis on the family buying process and understand the child's influence in the family purchase for various products. A structure equation model was employed to incorporate child's consumer socialisation agents, child's use of pester power through various influence strategies, the three stage family buying process and finally the child's influence in the buying of three selected product categories. The paper ends with a conclusion and implication for marketers.
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