Identifying the Role Played by Children in the Purchase of Few High Involvement Products

Abstract

The objectives are to understand the influence of children on the purchase decisions made by parents, to Identify the product categories for which children's influence felt by the parents on the purchase decisions made by them is the most and to Identify the role played by children in the purchase of few High Involvement Products.

A Stratified Random Sampling style using Age of the Child as a Stratification Variable has been used, sample size being fifty.

Questionnaire has been used as the instrument for Data Collection which has been facilitated through the 'Facebook' and 'Email Post' of "Survey Monkey" and also through the offline mode.

Using Descriptive Statistics, the following conclusions have been arrived at.

Cornflakes, Chocolates, Biscuits, Namkeen Indian Snacks are among the Product categories for which children's influence felt by the parents on the purchase decisions made by them is the most and majority of the parents feel that for most high involvement product categories covered in the study, children play the role of 'Initiator' but for Holiday Destination children play the role of 'Influencer'.