Children's Influence on Purchase Decision Making

Abstract

Purchase decision making by consumers in today's environment is largely different from earlier days. Consumers’ needs, tastes, preferences, influencers, etc. have changed in a big way. The influence of Family members on purchase decisions is seen on many product categories. Though the degree of influence varies from product to product, but certainly, their influence is seen on their purchase decisions. Among family members, today, the children have become powerful influencers as consumers on various product categories. As such, the present article discusses the influence of children on purchase decision making