Published Paper Details:

Children play a significant role in some family purchase decisions, and their influence varies by-product categories and decisional stages. In general, for products in which the child is directly involved in consumption, the child is expected to have at least some influence on the decision. This study is carried on the basis of primary data and secondary data. Primary data is collected using interview schedule exclusively for the study. Primary and secondary data have been collected from different sources and used for analysis. Secondary data required for the study have been collected from various books, journals, reports and websites. For the collection of primary data, 125 parents were selected through convenient sampling method. They were met at their home where they were residing. A well-structured interview schedule was adopted to collect the primary data. It was concluded from the study that majority of the parents had been influenced by the children. There are various factors influencing the parents in buying decision. It was concluded from the study that the role of children plays a significant role in family buying decision. The children are the centre of attraction in any family irrespective of country and culture. They had been participating in all activities of the family. In the same way, they had been voicing their opinion for purchase of various products. Products directly used by children are mostly decided by children themselves. There are few family products where children influence was observed higher.