1Assistant Professor, Maharishi University of Information Technology, Lucknow
2Professor & Incharge for Department of Business Administration. Khwaja Moinuddin Chishti Urdu Arabi-Farsi University, Lucknow. Sitapur-Hardoi Bypass Road, Near IIM Lucknow, U.P.-226020
3Pursuing PhD from Uttarakhand Technical University, Dehradun, Uttarakhand
Online published on 15 March, 2019.
The television is flooded with advertisements selling products totally unrelated to children & still having them as their protagonists. This trend itself shows the growing importance of children in the family buying decision. The nagging effect which the children exhibit on their parents is increasing day by day with the rise in small family system in which the child is the centre of importance. The review of literature also proves that the children wield a lot of influence on purchase decision related to children's products (snacks, toys, cold drinks), products for family consumption (food, shampoo, toothpaste) & even on parents products (coffee, rice, washing powder, cars). The aim of this paper is to study if there is any difference in the amount of influence exerted by children in a single income & double income families. For this purpose a sample of 120 families with children within the age group of 5 to 15 years in Lucknow (from June 2016 to December 2016) has been studied, with the help of a self-constructed questionnaire. The study will help companies understand the children's influence on family purchase decision on regional basis to serve as a guideline for marketers targeting this huge segment.
Children, single & double income, family purchase decision, children's influence
