CHILDREN'S INFLUENCE ON FAMILY PURCHASE DECISION: AN EMPIRICAL STUDY IN CAPITAL CITY OF ODISHA
Journal Title: PARIPEX-Indian Journal of Research - Year 2017, Vol 6, Issue 12
Abstract
In the present scenario, children are the centre of attraction for marketers to market their products and services. From the marketing point of view, children are now the major targeted market segment. Children have better product information and market knowledge, than any of their previous generations. This might be the result of heavy consumerism, better education, and proliferation of electronic media including internet. And the ultimate impact can be seen on family purchase decisions, even parents are also accepting and approving the rising influence of children on purchase decisions. These changes motivate researchers to study the degree of influence of children on purchase decisions in the capital city of Odisha. Attempts have been made to explore, children's influence on different products and in different demographics variables.
Authors and Affiliations
Mr. Prabhat Ranjan Choudhury, Dr. Anil Kumar Sahu
Keywords
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