Authors: Professor Dr. T. Vasumathi, M.K.Dharshini, K.Dhanuskumar
Abstract: Children are widely recognized as one of the most influential consumer groups in family purchase decisions, and their impact cannot be overlooked. Not only do they significantly shape parental buying behaviour in the present, but they also represent the adult consumers of the future. This study aimed to analyze the various sources of children’s influence on parental purchase attitudes and buying behaviour, to examine both the positive and negative effects across product categories, and to assess the extent of this influence. Data were collected from 522 parents of children studying in select private matriculation schools in Coimbatore using a structured questionnaire. Findings revealed that children exerted a strong positive influence on food product purchases, while parents reported a predominantly negative influence in the case of cosmetic products. The study further showed no significant relationship between the parents’ role in taking children on outings and their purchase attitudes; however, a clear association was observed between outings and parental buying behaviour. Moreover, differences were identified between the frequency of outings and the degree of children’s influence, indicating a strong impact. Results also highlighted that purchase attitudes and buying behaviour vary significantly depending on the type of product purchased for children. In particular, children were found to exert higher influence on the purchase of cosmetics and stationery compared to other product categories.
