Use of Influence Tactics by Children in India

Monica Chaudhary and Aayushi Gupta
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Monica Chaudhary: Monica Chaudhary is a Senior Lecturer at Jaypee Institute of Information Technology, Noida, India. E-mail: monicarana@gmail.com

Jindal Journal of Business Research, 2012, vol. 1, issue 1, 115-125

Abstract: Children constitute a major consumer market; they have very strong power to influence purchase decisions, and they have been playing an important role in the family buying process with direct influence on purchasing power of snacks and sweets, and indirect influence while shopping for big-ticket items. Children are becoming stronger and they use different strategies to persuade their parents. This article attempts to highlight the different strategies which children use today to influence their parents. Demographic characteristics of a child such as age, gender, and number of siblings have an important role in the usage of different influence tactics by children. The study is conducted through primary survey (questionnaire) on 175 children in the age group of 8–12 years. Collected data are analyzed based on frequency distributions. The collected data are summarized and coded by using Statistical Package for Social Scientists 16.0 (SPSS) and Microsoft Excel. The general findings of the study suggest that demographics play an important role only in a few influence strategies like emotional and persuasion. Marketers should understand this and make an effort in tapping the right chord to make their product more buyable by families.

Keywords: Influence; strategies; children; parents; purchase decision (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jjlobr:v:1:y:2012:i:1:p:115-125

DOI: 10.1177/227868211200100108

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