A REVIEW ON THE CHANGING ROLE OF INDIAN CHILDREN IN FAMILY DECISION MAKING
Keywords:
Children, Consumer Behaviour, Culture, Decision-making process, influencing strategiesAbstract
In recent past there is a shift from seller’s market to buyer’s market resulting in companies shifting their focus from product to consumers. The social structure and culture of the society influences the way the consumer behaves. In this context the family buying behaviour is an area of much interest for the marketer. Family buying behaviour has always been dynamic which responds to the changing market perceptions which impact an organization’s marketing strategies. The children of today is exposed to dynamic markets due to fast communication platforms like medias/social medias and technology and changing parental perception about the decision-making roles children play. Since most of the children are brought up in a ‘Global Village’ their increasing impact in consumption environment in families cannot be ignored. This paper explores the changing role of children in family purchase decision making and the increasing impact of culture on their buying decision making. The paper studies the shift in decision-making power from parents to children supported by Socialization process and socialization agents and its influence in varying degrees. This paper further emphasizes, the influencing strategies adopted by children to persuade parental choice in product/service for family consumption.
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