The Influence of Children on Parents’ Purchase Decision for Nutritional Health Drinks: A Study of Delhi, India

Abstract

Children use different types of influence strategies to persuade their parents to buy a product of their choice and possess a significant impact on their parents’ buying behaviour. The present survey-based descriptive research study focused on the adolescents population of Delhi and aims at analysing the brand preferences among children for nutritional health drinks and the influence of children on parents’ purchase behaviour for such drinks. The data for research was collected from a sample size of 200 respondents of the age group 10–19. The results of the study show that the brand preferred by the majority of the children is Bournvita, and the brand features that attract the majority of the individuals are the nutritional value and health benefits claimed, while product packaging and taste also influence the brand choices of children, and advertisement is the major source of information for different brands for children. Analysis of data also shows the most preferred and different combinations of influence strategies used by children. Females and children of the age group 10–14 have more influence on their parents’ purchase behaviour as compared to males and children of the age group of 15–19 as per the findings of our study, and it shows that children’s influence exists on parents’ purchase decisions for nutritional health drinks.