Examining the collaborative impact of socializing agents, influencing strategies and product categories to investigate the children influence on parents’ purchase decisions

The study aims to explore the considerable impact that children wield in influencing parents purchase decision-making. Existing literature suggests various dimensions that play an important role in understanding the influence. These dimensions are socializing agents, influencing strategies and product categories. Therefore, the study endeavours to develop an empirical model that elucidates the intricate relationships among these dimensions. To achieve this objective, a triangulated approach has been employed to examine the interplay between socializing agents, influencing strategies, and product categories. Additionally, Structural Equation Modeling (SEM) is utilized to construct a comprehensive model that integrates these three constructs. The research focuses on a demographic group of children ranging from 6 to 14 years old, with a selected sample size of 800 participants. The findings reveal that children exert the greatest influence in the domains of school supplies, health-conscious items, personal goods, entertainment choices, and enticing products. The paper concludes by acknowledging its limitations and present substantial insights into understanding children’s behaviour across various product categories, as well as the roles of socializing agents and influencing strategies. The study provides in-depth insights into the role of children in shaping purchasing decisions, highlighting crucial factors for marketers and practitioners in this domain.