A Conceptual Model of Children’s Influence in Family Purchase Decisions

Due to digitalisation, children are more informed, aware, and have better access to information than earlier generations. The days of pester power is gone and nowadays children has more purchasing power ability and thus higher influence in family matters. The influence of children in family purchase decision making is still an unexplored topic in India. Therefore, the purpose of the paper is to explore the influence of children on family purchase decisions by investigating the role of demographics variables of children and parents along with national culture and Family communication patterns. Extensive literature review was done to arrive at the conceptual model of children influence in family related purchase decisions. The conceptual model incorporates the influence of demographic variables and national culture on family communication patterns, and their subsequent influence on children influence in family purchase decisions across product categories and buying process stages.