Exploring dimensions of children influence in family purchase decision making: a mixed-method approach Online publication date: Mon, 17-Mar-2025
by Nandita; Ashish Arya; Gaurav Jyoti
International Journal of Business Excellence (IJBEX), Vol. 35, No. 3, 2025
Abstract: 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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook