Influence of Demographics on Family Communication Patterns in Family Purchase Decisions

Abstract

The purpose of this paper is to find the influence of child demographics and parent demographics on family communication patterns for both Indian and Japanese children in family purchase decision making. In order to achieve the objectives of the research, the authors have used descriptive research design and have used a survey method to collect responses from parents of both Indian as well as Japanese expat children living in India. The results of the study suggest that the demographics have significant influence on family communication patterns except gender of child. Marketers can frame the family profiles of their interest according to the communication pattern followed in the family and then target them accordingly with suitable media and marketing programs.