Involvement of Indian children in household purchases in India

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Published: Aug 1, 2020
Keywords:
Indian children, household purchases, consumer, market, influence, family demographics, family communication, socialization, parents, research

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Authors

Dr. S. Phani Shekhar

Associate Professor, Padala Rama Reddi College of Commerce and Management Hyderabad

Abstract

It was not long ago that children were not considered an important segment. Understanding thechild as a consumer was limited to understanding the consumer socialization of children. Howeverchanging social and economic conditions have also changed the role of children as consumers. They havebeen viewed as three markets in one current market, future market, and a market of influential that causemany millions of dollars of purchase among their parents. (Mc Neal, 1987). Avenues for this researchhave been defined in the West though in a limited manner. However research on the topic in India is verylimited.McKinsey (2007) has forecasted that India will be the 5th largest consumer market by 2025. SpencerStuart (2008) has identified kids, youth and urban Indian women as three emerging segments. Unlike thewest, India has a young population with children under 15 years of age constituting 30 of ourpopulation (Census 2010). With the number of females increasing in employment (Dr. S. Phani ShekharAssociate Professor (2019) the mothers are spending less time at home and with children. This hasincreased the role of children in decision making. Cultural and technological changes have changed theequation between parents and children. Children have so much power in the family that their families arebecoming child led (Cowell, 2001) the influence of children on family purchase decisions is anunexplored topic in Indian context and demands research and attention.This study intends to investigate how the urban child influences the purchase decision making of thefamily and its relation to family demographics and family communication. A conceptual model isoutlined. The model integrates these two different areas of research to develop a conceptual model toexplore the relation of influence of children with respect to different factors. Ward (1974) asserts thatsocialization is a lifelong process and hence this model also proposes parents re-socialization’ withchildren as one of their socialization agents. Based on the exploratory research the paper identifiespropositions for future research with the limitations and future scope of research.

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Vol. 15 No. 2 (2020): International Journal of Information Technology and Management (IJITM)

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