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Children influence on family purchase decisions across product categories

Author

Listed:
  • Chetna Arora

    (Kurukshetra University)

  • Saloni Pawan Diwan

    (Kurukshetra University)

Abstract

The role of children in family purchase decisions has been changed in the transformed society. Today children have a demanding and persuading voice which drives the parents’ purchase decisions from convenience to durable products. This paper investigates the influencing role of children in purchase of 78 products and attempts to identify different product groups to develop an empirical framework with the help of exploratory factor analysis. Further, the paper examines the children influence on parents’ purchase decisions in identified product groups. The findings reveal that children play a significant role in purchase of ‘school supplies’ followed by ‘entertainment’, ‘enticing’, ‘children education’ and ‘healthy items’. The influence is also evident in ‘durables’ product group however, it is the lowest as compared to other groups. The paper concludes by suggesting the implications of the empirical framework developed in the study.

Suggested Citation

  • Chetna Arora & Saloni Pawan Diwan, 2022. "Children influence on family purchase decisions across product categories," SN Business & Economics, Springer, vol. 2(7), pages 1-21, July.
    • Handle: RePEc:spr:snbeco:v:2:y:2022:i:7:d:10.1007_s43546-022-00238-x
    DOI: 10.1007/s43546-022-00238-x
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