Exploring dimensions of children influence in family purchase decision making: a mixed-method approach

The present study explores and investigates children's involvement in the family decision-making process in the Indian context. The study gives a different perspective and utilises an exploratory sequential mixed-method approach to investigate children's role in family consumption decisions. The findings expose the noticeable impact of children on family purchases across various product categories. The study also explores the impact of demographic factors as moderators in the influence exercised by children. However, certain demographic factors like the gender of the child have been found to have no impact, unlike previous studies. It has provided in-depth insight into the study of family consumption patterns being influenced by children adds to the scanty literature, especially for developing countries with rapidly evolving markets like India. The study has different implications on marketers, parents, and children. Marketers are required to pay more importance to children while designing strategies for positive outcomes.