Teenagers' Influence in Family Buying Decision Making of FMCG Products: A Case Study of Rural Market

The present study is focused on the role of teenagers in buying decision making process of rural families in Haryana. Total of 150 houses were visited and responses of teenagers were taken from two villages from each Districts, Hisar and Karnal. The study is confined to two products and three decision stages. As India is having second largest population in the world and its 70% people live in rural area. This calls upon an in depth study on influence of teenagers in buying decision making of rural family. The role of teenagers was found dominant across all decision stages in case of toothpaste and bathing soaps however the male respondents of 16-19 years old played dominant role at information search & evaluation stage and in brand selection at final purchase stage. It was found that influence of teenagers in family buying decisions of toothpaste and bathing soaps increases with increase in their age and family income.