CHILDREN INFLUENCE IN THE PROCESS OF FAMILY PURCHASE DECISION FOR HIGH, LOW AND CHILD – CENTRIC PRODUCTS
Keywords:
Children’s influence, decision, family purchase, family structure, income, high-value product, low-value productAbstract
The influence of children on the processes of family purchase decision depends on a number of parameters and situations. Children exercise various methods to influence their parent’s decision of buying. This influence varies from one product to another. It depends on the education of the parents, their profession, income, whether the parent is single and working, or both parents work and also the family type, types of product (high, low, and child centric product) among others.
This research considers children in the age group of 8-12 in India. Descriptive statistics are used to summarize variables in terms of central tendency and measures of dispersion. Reliability test has been done using Cronbach’s alpha. Pearson’s product correlation, one-way ANOVA, Two-way ANOVA has been done using SPSS version 18.0. Regression is used to prove the causality between independent variables on dependent variable. The children’s influence is maximum for products like bicycle, Ice Creams/chocolates/Juice and CDs/DVDs. There are a few products like CDs/DVDs, video games and hobby activities, which are used by the whole family and still children’s influence is higher than their parents on family purchase decision. The ANOVA analysis of parent’s perception of children influence indicates that parent’s income impacts the children’s influence. The quadratic relation is observed between children influence and family income.
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