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International Journal of Scientific and Engineering Research
ISSN Online 2229-5518
ISSN Print: 2229-5518 2    
Website: http://www.ijser.org
scirp IJSER >> Volume 3,Issue 2,February 2012
Examining the Children's Influence in Family Decision making in Delhi (India)
Full Text(PDF, )  PP.614-619  
Author(s)
Akhter Ali, Zuhaib Mustafa, D.K Batra, N. Ravichandran and Shoiab Ur Rehman
KEYWORDS
—Demographic variables, Parental profession, purchase decision, Delhi, children segment
ABSTRACT
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 and age 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 a guideline for marketers in targeting a particular children segment.
References
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