Exploring the influence strategies used by children: an empirical study in India

Monica Chaudhary and Aayushi Gupta

Management Research Review, 2012, vol. 35, issue 12, 1153-1169

Abstract: Purpose - The purpose of this paper is to identify and rank the different influence tactics used by children and to examine whether there is a difference in perception of parent and child with respect to the use of different influence tactics. Design/methodology/approach - The study was conducted based on an extensive literature review and detailed focus group discussions. Through structured questionnaires, a survey was conducted on children (aged 8‐12 years) and their respective parent (any one). In total, 400 responses were received, out of which only 350 (175 children and their parents) were found to be fully filled, the remaining 50 were discarded due to incomplete information. Findings - Statistical analysis suggests that the most common influence strategy used by children in this age‐group is persuasion strategy, followed by emotional and bargaining strategies. As per the t‐tests conducted, there were not many significant differences found in the perception of parent and child regarding the use of the different influence tactics. Practical implications - The identified strategies and tactics are expected to add clarity to the issue of children's role in family decision making. Marketers should take these observations into consideration while designing and implementing global sales promotion and advertising strategies. Originality/value - The paper makes a much needed contribution to the extant literature on Indian children in the age‐group 8‐12 years as consumers. The findings would add value to marketing companies and practitioners to have a better understanding of Indian children's influence behaviour. The results from the current study are crucial, as not many studies have been conducted in India when compared to the West.

Keywords: India; Children (age groups); Parents; Consumer behaviour; Family; Influence; Buying behaviour; Tweens; Influence strategies; Influence tactics; Family buying process (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:35:y:2012:i:12:p:1153-1169

DOI: 10.1108/01409171211281273

Access Statistics for this article

Management Research Review is currently edited by Dr Jay Janney and Prof Lerong He

More articles in Management Research Review from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().