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Determination of different product categories on the basis of teenagers influence in family buying decisions

Author: 
Dr. Anil Singh Parihar
Subject Area: 
Social Sciences and Humanities
Abstract: 

In the field of consumer behavior family is the central consuming unit and their behavior is a matter of research for marketers since long time. In the family, there are three components, like mother, father and children. Father is most crucial component of family in Indian culture and second role of mother because these two are most important factors of family which constitutes a family. In consumer decision making, one more very important factor is growing very rapidly, which is the role of child. Therefore, marketers are focusing on all the components of family, parents as well as children. In past research, the role of father and mother was considered for study and in some studies the role of children were also examined. In this study, a segment of children that is teenager was undertaken to study. Teenagers are the children of ager group between thirteen to nineteen years. This is the growing, choose, information getter, knowledgeable, internet savvy group in our country. A very scientific and systematic approach was applied to undertake this study. The study is based on a well organized literature review and then the objectives of study were determined. The data was collected through survey method to identify various products categories based on influence exerted by teenagers on their parents. This study is good for the academician to look into the family decision making process and the role of teenage child in family. Parents also can understand their children how they influence them to fulfill their demands. This study also very fruitful for the marketers, they can understand the role of each component of family because there is cut-throat competition in the market. So, they can develop their strategies to increase their market share and to compete with their counterparts.

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