Children Influence in the Process of Family Purchase Decision for High, Low and Child - Centric Products

摘要: ABSTRACTThe influence of children on the processes family purchase decision depends a number parameters and situations. Children exercise various methods to their parent's buying. This varies from one product another. It education parents, profession, income, whether parent is single working, or both parents work also type, types (high, low, child centric product) among others.This research considers in age group 8-12 India. Descriptive statistics are used summarize variables terms central tendency measures dispersion. Reliability test has been done using Cronbach's alpha. Pearson's correlation, one-way ANOVA, Two-way ANOVA SPSS version 18.0. Regression prove causality between independent dependent variable. The children's maximum for products like bicycle, Ice Creams/chocolates/Juice CDs/DVDs. There few CDs/DVDs, video games hobby activities, which by whole still higher than decision. analysis perception indicates that income impacts influence. quadratic relation observed income.Keywords: Children's influence, decision, purchase, structure, high-value product, low-value product.INTRODUCTION:In context increasing competition changing social economic environment, it becomes essential marketers be customer-oriented. Buying behaviour customers marketplace plays significant role strategic marketing planning. recent awareness consumer introduced many new dimensions philosophy practices. both, relevant important every business enterprise know its understand buying behaviour."Family as consuming making unit phenomenon behaviour" (Commuri Gentry, 2000, p. 1).Family always very mediating function. combines individual with larger society, where person learns roles suitable an adult life (Foxall, 1977). way learn become consumers our society may largely result (Ward, 1974). Since culture exerts considerable unit, likely cultural socialization process children. Fig. 1 highlights stages becoming consumer.One influences operating budget allocation purchases consumption. birth creates demand wide variety couple never needed considered purchasing previously. In addition, directly indirectly. Thus child-centred such exists Indian tend dramatically affect expenditures. When part family, not felt. However, found centeredness mothers increase receptivity child. A similar other countries shown 2.INDIAN CULTURE AND ITS IMPACT ON CHILDREN'S ROLE IN FAMILY DECISION MAKING:Indian greater extent differs west composition norms, values, behaviour. Hence families (Jain Bhatt, 2004). They only markets regard parental certain kinds products, but they act future consumers. …