CHILDREN’S INFLUENCE IN HOUSEHOLD PURCHASE DECISIONS: LESSONS FOR RESEARCH IN INDIA
Keywords:
Children, Family, Decision making unit, Influence, Purchase decision makingAbstract
Children constitute an important target segment from the marketer’s perspective hence merit attention. In the western literature, children have been observed to wield significant influence primarily in the purchase decisions pertaining to children’s products and select family products. However, in the Indian context, their role is largely understated and has been examined with a myopic perspective. While researches examining spousal influence are less complex as it involves adults, those revolving around children are more complex and need to be conducted with caution; given their tender and impressionable minds. This paper is an attempt to examine the existing literature and contribute to the knowledge of the constraints and issues involved in researching children by making brief comparison of the western and Indian literature.
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