ROLE OF CHILDREN IN PURCHASE OF TECHNICAL PRODUCTS
Keywords:
Children, India, socialization, re-socialization, technical productsAbstract
Changing socio economic scenario has changed the equations in the family. The traditional roles have been redefined. The paper attempts to understand the influence of children on family purchase decisions of technical products. Scale to measure influence of the child was validated using exploratory factor analysis and convergent validity test. The hypothesis was tested using regression. In total 329 usable pairs of questionnaires of mother and child were analyzed. The results highlight the changing scenario in Indian urban families. Children play an important role in family purchase decisions. Age is a significant predictor of child’s influence on purchase of technical products. Older children have more influence compared to younger children. The results also show that male child has more influence than female child on purchase of technical products. The results indicate that the opinion of the children is sought and valued in Indian urban families for purchase of technical products. The study has indicated the increasing influence of children in India urban families. The study is unique as it has tried understanding the influence on a product category (technical products) rather than a single product. Future research may also try to evaluate the effect of peer, media on influence of children.
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