A Study on the Reliability of Factors Affecting Buying Behavior of Households Due to the Children's Influential Power: With Special Reference to Noida and Nearby Regions

Author:Debjani Chakraborty1*, A.K. Agarwal2

Abstract:
Researchers for its marketing implications are increasingly researching the influence of children on buying behavior of households. Due to the increase in population, rapid urbanization, changes in family structure, and change in socio-economic equations in the National Capital Region (NCR), the study on the influence of children in buying decisions has become more relevant nowadays. The exposure of social media and mass media has given rise to consumerism among children. The study focuses on testing the reliability of various factors that affect the buying behavior of parents and households because of children's influential power. The study also analyzes the changes in the consumption pattern of families due to advertisements directed towards children. The paper focuses on evaluating the place a household's tiniest members occupy in making buying decisions for families, especially studying the reliability of these phenomena. Marketers are always looking to increase their sales, and so they are pretty keen to know this aspect of opinion leadership shown by children within the family.

Keywords:Key Words: Opinion Leadership, Children's Influence, Buying Behaviour, Family Consumption pattern, Advertisements directed to children, Cronbach Alpha.

DOI:10.46333/ijtc/10/1/5

International Journal of Trade & Commerce (Vol: 10 Issue:1)