Children’s Choice of Influence Strategies in Family Purchase Decisions and the Impact of Demographics

The existing literature has shown that children have an influence in family purchase decisions and recognized different influence strategies children use to influence their parents. The present study is based on survey approach and intends to understand children’s choice of influence strategies and the impact of various demographic factors. A sample of 180 children in Delhi was studied by using structured questionnaire from June 2011 to March 2012. The findings of the study reveal that children basically use four major types of influence strategies in family purchases and the choice of a particular influence strategy depends on children, parent and family characteristics.