Examining the Children's Influencein Family Decision making in Delhi (India)

The existing literature has confessed that children have a tremendous influence in family purchase decisions which varies with respect to different factors. This study is based on survey approach and aims to examine the impact of demographic factors/variables like gender andage of children and parental profession on children in Delhi ( India). A sample of 60 parents and 60 children between the age group 6-16 years were studied by two different close ended questionnaires. Analysis of the data showed that children especially boys in the age group of 14-16 years have more influence than the girls in the same age group. Moreover this influence increases when parents are professionally more involved than otherwise. This study will help in understanding the purchase behavior of children in Delhi and it can also serve as guideline for marketers in targeting a particular children segment. Key words—Demographic variables, Parental profession, purchase decision, Delhi, children segment ————————————————————