European Journal of Business and Management www.
iiste.
org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.
11, 2011
19 | P a g e
www.
iiste.
org
Children influence on parents buying decisions in Delhi (India)
Akhter Ali1*
D.
K Batra2
1.
Faculty...
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European Journal of Business and Management www.
iiste.
org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.
11, 2011
19 | P a g e
www.
iiste.
org
Children influence on parents buying decisions in Delhi (India)
Akhter Ali1*
D.
K Batra2
1.
Faculty of Management Studies, Archives Building, Hamdard University New Delhi - 110 062 (India)
2.
FORE School of Management, B-18, Qutub Institutional Area, New Delhi - 110 016 (India)
* E-mail of the corresponding author: akhterali15@gmail.
com
Abstract
The existing literature has confessed that children have an influence on parent’s buying decisions for a wide
range of products.
This study is based on survey approach and aims to examine the impact of children on
parent’s buying decisions regarding children and family related product groups.
A sample
of mother’s along with their children aged between 6-14 years was studied in Delhi (India).
Results of the study
mostly supported the findings of previous researchers with certain excepti
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