Influence Perception Differences about Children's Influence in Family Buying Decisions- an Exploratory Study

This study has been undertaken (i) to examine the extent of disagreements in the perceptions of children and their mothers about the influence exerted by children in family buying decisions; (ii) to evaluate the impact of child’s gender on the agreement in the perceptions of children and their mothers about the influence exerted by children in family buying decisions. A cross-sectional survey method was carried out with “structured non-disguised” questionnaires to collect the primary data from 400 families residing in rural and urban areas of Delhi, capital of India. Children’s influence across stages of decision making process was measured by using an eleven-item scale developed by Talpade and Talpade (1995). The primary data are analyzed and interpreted with the help of statistical tools such as means, standard deviation, and paired t-test by using SPSS (version 16). Descriptive analysis has also been used to support the results of statistical analysis. The analysis results indicate that disagreements exists in the perceptions of children and their mothers about the influence exerted by children in Indian family buying decisions irrespective of child’s gender. The analysis results, thus, supported all the hypotheses exceptH3 (a/b).