Family Communication Patterns and Children's Influence on Purchase Decisions

Authors

  •   Adya Sharma Deputy Director - Marketing, Symbiosis Centre for Management Studies, Survey #231, Near Lunkad Gold Coast, Viman Nagar, Pune-14, Maharashtra
  •   Vandana Sonwaney Director - Marketing, Symbiosis Institute of Operations Management, Plot Number A-23, Shravan Sector, New Cidco, Nashik-8, Maharashtra

DOI:

https://doi.org/10.17010/ijom/2015/v45/i10/79794

Keywords:

Reverse Socialization

, Consumer Socialization, Children, India, Family Communication, Product Category

Paper Submission Date

, December 2, 2014, Paper sent back for Revision, May 7, 2015, Paper Acceptance Date, June 6, 2015.

Abstract

Traditionally, children were not viewed as consumers. They were perceived as learners who learnt from various socialization agents how to become consumers. The social, cultural, and economic changes in the past few decades have redefined the role of children in family purchase decisions. Children's influence on purchase decisions has been acknowledged by the research fraternity. The paper specifically explored the effect of family communication patterns on children's influence on purchase decisions. Through hierarchical regression, empirical findings were presented.

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Published

2015-10-01

How to Cite

Sharma, A., & Sonwaney, V. (2015). Family Communication Patterns and Children’s Influence on Purchase Decisions. Indian Journal of Marketing, 45(10), 7–22. https://doi.org/10.17010/ijom/2015/v45/i10/79794

Issue

Volume 45, Issue 10, October 2015

Section

Articles
Crossref
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Europe PMC

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