Teenagers’ influencing strategy in the purchase of mobile phone

Indian teenagers are now exposed to technologies and gather more information for favorable product profile. Parents are encouraging children to participate in decision-making process. It may be the age of the parents, working mother, and nuclear family are the situations reporting greater influence of teenagers. This paper aims at studying the influencing strategies adopted by teenagers and parents’ response strategies in the purchase of mobile phones. A convenient sample of 477 was taken for the study. The study focuses on how the teenagers prefer product, evaluate product, and promotional choice based on their influencing strategy.