Influence of Children on Purchase Decision Making in Urban Household

Chhavi Taneja

ISBN 10: 6139458218 / ISBN 13: 9786139458219

Published by LAP LAMBERT Academic Publishing, 2019

About this Item

Influence of Children on Purchase Decision Making in Urban Household | Chhavi Taneja | Taschenbuch | 268 S. | Englisch | 2019 | LAP LAMBERT Academic Publishing | EAN 9786139458219 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.

Seller Inventory # 115847201

Bibliographic Details

• Title: Influence of Children on Purchase Decision Making in Urban Household
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2019
• Language: English
• ISBN 10: 6139458218
• ISBN 13: 9786139458219
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 17D millimeters 220 millimeters width by 150 millimeters height by 17 millimeters depth
• Weight: 417 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

Among all the factors that influence a buyer’s behavior, the single most influential group in the consumption behavior pattern of an individual is the family. Therefore the real target of the marketer is not any individual but the family as a whole. It is an acknowledged fact that members in a family influence value items such as consumer durables, food products, automobiles etc. that are used by different family members. Given that a family usually has multiple decision makers, it becomes imperative for marketers to understand the decision-making process within the family and develop an appropriate strategy in accordance. While researches exploring the role played by spouses are bounty, others focusing on the role of children are relatively limited; especially in India and especially for products for which children are not the primary audience. This book explores the child’s influence in the purchase decision making within an urban household in India, aiming to understand the variation in the children's influence across different products, age, gender, SEC and family type.