Journal of Positive School Psychology http://journalppw.

com
2022, Vol. 6, No. 9, 2151-2155

Family Purchase Decision Making: Exploring Children's

Influencing Role
1Sindura Bhargav , 2Dr. Bharati Pujari

1
Research Scholar, MSMSR, MATS University.
2
Assistant Professor, MSMSR, MATS University.

Abstract

In terms of long-term viability, growth, and development, consumer behaviour research is becoming
more and more crucial for marketers. It is more challenging to comprehend how consumer
requirements, interests, lifestyles, and demographics are changing. No longer are the kids consigned to
the wings. Most of the time, when a family makes a purchase, everyone decides at the same time.
Nowadays, children have a significant influence on the majority of a parent's shopping choices.
Marketers need to comprehend the intricacies of family purchasing decisions and how much effect kids
can have on them. Children are significant participants in many economies thanks to their purchasing
power. Other family members' shopping preferences may likewise be significantly influenced by them,
This essay aims to provide light on the degree and type of children's effect on parental decision-making
about real estate purchases. This study presents the results of a descriptive study on children's shopping
preferences. Examining the important research on how children affect family buying decisions. The
study has contributed to the corpus of knowledge already available about young consumers. The results
could aid firms in better comprehending children's shopping preferences.

Keywords:- Consumer Behaviour, Children, Influence, Family, Decision Making.

Introduction:- knowledge to purchase anything from everyday

items to lasting goods (Sharma and Dash Gupta,
Finding the family member who makes the 2009). The influence of children on their
buying decisions is one of marketers' primary parents' purchasing decisions makes their
goals in today's cutthroat business environment. contribution to the family's purchasing
It is crucial to identify the primary decision- decision-making process not insignificant.
maker in a family because that person's impact Depending on the many product categories and
and function depend on the type of product, the the stages of the purchase decision-making
size of the family, and other factors (Tinson and process, children's involvement in family
Nancarrow, 2008). Children are an essential purchasing decisions varies (Chaudhary and
component of a family and they have a Gupta, 2012). Age and gender are two
significant impact on how people make demographic characteristics of children that are
purchasing decisions (Jan and Akhtar, 2008). important when choosing a product and making
Children are becoming a higher importance in a purchase decision. Children's involvement
the household and frequently know more than and influence in the decision-making process
their parents do. Children today are regarded as for family purchases inspired the researcher to
consumers (Polya, 2012). Additionally, conduct research in this area. Women have
because to the accessibility of contemporary always served as the purchasing agents for their
information technology and communication families, but as they became more involved in
systems, kids today are more sophisticated. the workforce, this function quickly changed.
Nowadays, parents are using their kids'
Sindura Bhargav 2152

As a result, the family's income affects the In order to fully comprehend the family
following generation. Children are therefore dynamics and procedures involved in
referred to as the family's buyers. Children can purchasing food on a daily basis, it is important
talk to their parents about what they have seen. to listen to both parents and children. Parents
Children can enjoy making routine purchasing and kids do not always agree on how much
selections as well as pestering their parents to impact kids have during the various stages of
acquire the things they want (Caruana and the process. The study stressed the significance
Vassallo, 2003). of viewing children's active participation and
impact in food decision-making as a
Decision Making of the Family collaborative activity.
The family is a key phenomenon in marketing Wut & Chou (2009). Making decisions as a
and consumer behaviour that mediates the family is more complicated than making
buying decision-making process significantly decisions as an individual since there is a
(Commuri and Gentry, 2000). Within a wider chance of making decisions together and
society, the family and the individual work because various members may play different
together (Kumar, 2013). According to Guneri et roles. Identification of those involved in the
al. (2009), the dyadic and triadic qualities play decision-making process is crucial to
a role in family purchasing decisions. The comprehend how consumers make purchases;
triadic research looked at the relationships these people can be initiators, influencers,
contained in the function of children in the deciders, buyers, or users (Kotler,2008).
family buying decision-making process, which Children can take on the roles of initiators
was comparatively understudied in the dyadic (those who make requests for purchases),
studies, which looked at the influence of influencers (those who have an impact on the
husband and wife in the family buying decision decision to make purchases), and users (those
process. who use the product). These responsibilities are
Children's influence on family decision- carried over into family decision-making,
giving kids the same purchasing power as
making
parents.
Children as role models: According to earlier
Gbadamosi (2012) To address the evolving role
study, children's influence on family
of children, cultural shifts, and the ramifications
purchasing decisions varies depending on the
for global business, Gbadamosi (2012)
decision-making stage and the product in
employed qualitative methodologies. A data
question (Ghouse et al., 2020; Martensen and
collection project was conducted in the Ikeja
Gronholdt, 2008). Children have been shown in
neighbourhood of Lagos, a state in the
the majority of previous studies to have the
southwest of Nigeria. The results showed that
highest influence during the buy initiation stage
kids utilise four fundamental strategies to sway
(Chaudhary, 2015; Belch et al., 1985) and the
their family's consumption: direct requests,
least influence during the decision stage (Wang
persuasion, emotional strategies, and references
et al., 2004).
to other people.
Literature Review
Desai (2008). Family as a unit of consumption
Noergaard et al. (2007) reviewed the research and decision-making is a key phenomenon in
on the decisions families make when marketing and consumer behaviour. Consumers
purchasing food. Children's active engagement, make a lot of family-related decisions together
among other factors, impacts the power they that affect the attitudes and preferences of other
wield while making food decisions as a family. family members. The family has a significant
impact on how its members behave as
2153 Journal of Positive School Psychology

consumers. There are numerous instances Chaudhary and others (2018). Children have
where a family can affect how its members received more consideration in recent years
consume. from politicians, researchers, and marketers as
a distinct market group.
Elizabeth Thompson et al. from 2007.Children
have the power to both directly and indirectly Through the prism of a real estate acquisition,
influence family purchasing decisions. They Kancheva (2020)'s study offers insights into the
displayed a variety of complex persuasion decision-making behaviour of the Bulgarian
behaviours, such as defending and emphasising family with a focus on the types and degrees of
the advantages of purchasing, building children's influence. Parents believe that their
alliances, compromising, and persevering. The children have a considerable amount of indirect
use of product-related knowledge and influence over the family's decision to buy a
information, which was perceived favourably home. They are observed to have the largest
and encouraged by parents, supported and influence during the last stage of family
strengthened these behaviours. decision-making, whereas they have very little
impact throughout the phase of information
B. Guneri and M Delen (2009) found that search. The choice of retailer and the setting of
children have a greater impact on need financial parameters exhibit the lowest
awareness, where to shop, when to shop, and influence, whereas the decision to make a
which sub-divisions to shop in. Parents, on the purchase exhibits the largest influence The
other hand, believe that they are the most current study's findings largely concur with
important decision-making units in the family earlier studies on children's impact over real
and that children have relatively little influence estate purchases, although they differ from
over family decisions. According to this study, findings generated in the context of various
parents undervalue their kids' influence on product categories. Children play the same
household purchasing decisions. function for married and cohabiting couples in
Choudhary & Hayman (2019) The influence this consumer setting
and actions of children in relation to consumer According to Rao (2020), the growing
decision-making are influenced by the mother's importance of children's roles is partly due to
role within the home. In most family setups, their growing influence over family purchasing
moms are the key adults involved in choosing decisions. Children now have more authority in
gifts for the children. Children similarly blame families across all nations and cultures because
their mother for influencing the way they make parent-child relationships are also growing
purchases. The unmarried single woman who more open, cordial, democratic, and
puts off having children in order to advance her participatory as opposed to prior eras.
profession and have more disposable income
may give her kids more say in what they buy. Objective

Caruana & Vasallo (2003). Single parents To determine how much children are involved
typically think their adolescent children have a in family purchasing decisions.
greater influence over consumption choices.
Children in single-parent households frequently Findings
have to handle home chores and go shopping
The growing significance of children in family
alone to make up for their parent's time-
purchasing decisions is a major factor in the
constrained lifestyle, assuming adult-
increased focus on children's roles. The results
equivalent roles that are uncommon in dual-
showed that kids utilise four fundamental
parent families.
strategies to sway their family's consumption:
Sindura Bhargav 2154

direct requests, persuasion, emotional 3. Chaudhary, M. (2015), “Structural

strategies, and references to other people. With equation modelling of child’s role in
their capacity to both directly and indirectly family buying”, InternationalJournal of
influence decisions, children are playing a Business Innovation and Research,
significant part in family purchasing decisions. Vol. 9 No. 5, pp. 568-582.
Children have a greater impact on need
detection, where to shop, when to shop, and 4. Gbadamosi A. (2012) “Exploring
which sub-divisions to shop in. They are Children, Family and Consumption
observed to have the largest influence during Behaviour: Empirical Evidence
the last stage of family decision-making, fromNigeria”. Thunderbird
whereas they have very little impact throughout International Business Review. Vol.
the phase of information search. Children have 54. No. 4.July/August. Pp. 591-605.
been reported to have a variety of roles in the
family's purchasing decisions, including 5. Ghouse, S.M., Chaudhary, M. and
initiator, influencer, decider, and user. Durrah, O. (2020), “Arab’s children’s
influence on the buyingprocess:
Conclusion:- comparing parent and child
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Buying is a challenging and complicated
process, especially when kids are involved with Marketing, ahead-of-print.
parents and have a direct say in purchases. This
6. Guneri, B., Yurt, O., Kaplan, M.D. and
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children on familypurchasing decisions
purchasing decisions, but that effect was
in Turkey”, Asian Journal of
constrained by possibilities and constraints.
Marketing, Vol. 2 No. 1, pp. 20-32.
Overall, the study's findings indicated that
children had a big influence on family decisions
7. Kim, C., Lee, H., &Tomiuk, M. A.
when their parents ask their input about which
things to buy. Due to the impact of more open (2009). Adolescent perceptions of
family communication patterns and
family communications and lax parenting
some aspects of their consumer
styles, it was shown in the research results that
children today have more personal power, more socialization. Psychology &
influence, and receive more attention from their Marketing, 26(10), 888–907.
family as opposed to children in previous
8. Mangelburg, T. F., Grewal, D., &
generations.
Bristol, T. (1999). Family type, family
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