Role of Adolescents on Family Buying Behavior in Haryana

Abstract

Given the importance of adolescents' behavior in family purchasing decisions, the study's initial goal was to discover how adolescents affected the family's purchasing choices. The study's three main goals are broken out as follows: First, investigate the connection between adolescent age and how family purchasing decisions are impacted. The next goal is to classify and position the goods based on the impact of teenagers. The following aim is to assess and establish a comprehensive evaluation of adolescents' influences on three distinct good categories (as intended), as well as to analyze it at different points in the family purchasing process. The study of pertinent prior review work and an interview with teenagers for the purpose of data collection form the foundation of the research technique. Teenagers between the ages of 14 and 19 are also given a structured questionnaire. Data from 360 teenagers was gathered. The study also showed the three categories of goods-“Distinguished” goods, “Famous” goods, and “Common” goods-had been specifically determined by factor analysis. It was shown that Popular Goods attracted the most interest from teenagers, trailed by Distinguished Goods, while Common Goods attracted the limited attention from teenagers. These product categories were created with Indian families and environments in mind. For the third aim, multivariate analysis of variance (MANDVA) and mean scores were also used, and the results showed that adolescents had the largest influence on the early stages of the purchasing process and the least influence on the later stages. However, when it comes to common goods, adolescents' effect is greatest during the choice and selecting stages. This study has significant potential for future application for marketers since it gives them a broad view of teenagers' familial behavioral awareness in relation to various goods categories and family purchase stages. This may serve as the foundation for carrying out marketing strategies. In terms of analyzing adolescents' behavior with respect to numerous product catalogues and connecting the categorization throughout different family buying stages, the article stands out for its originality.