• Ms. N. RAVALI

In the past, the role of children in family purchasing decision had been negligible. In the olden days children know less about the products available in the market than their parents. But due to development in digital media, children are the first to know about the product when they hit the market. Today children are not only passive observers but they have taken a considerable place in the family and have a significant influence on family purchasing decisions. Children’s influence is becoming widely accepted across a range of family purchasing decisions. Children represent an important market and they have become customers, buyers, spenders, shoppers and consumers. They play an important role in consumer market by influencing their parents. Purchases might be for the product used in the household or for children themselves. Now-a-days most of the parents are taking children’s opinion while purchasing a product because many of them think that the children are more aware of the product. An exploratory study is undertaken to investigate about the role of children in family purchasing decision in various areas like major appliances, electronic gadgets, health-care products and general household decisions. Primary data was collected from 25 parents and 25 children and is analyzed using simple percentages. This paper aim is to understand how and why a child influences purchasing decision, which is crucial to business today and analyze the extent of involvement of children in purchase decision.

family Purchase decision, Parent-Child relationship, Role of children

"A STUDY ON ROLE OF CHILDREN IN FAMILY PURCHASING DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.372-376, February-2019, Available :http://www.jetir.org/papers/JETIRY006069.pdf

"A STUDY ON ROLE OF CHILDREN IN FAMILY PURCHASING DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp372-376, February-2019, Available at : http://www.jetir.org/papers/JETIRY006069.pdf