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International Journal of Trade & Commerce-IIARTC
Impact Factor (IF):5.135 (COSMOS), IF:7.249 (ISRA), IF:3.721 (ISI)
ISSN:2277-5811 (P), ISSN:2278-9065 (O)
Frequency: Half Yearly
A study on how Teenager?s influence their parents to purchase a two wheeler for their use: An Empirical Analysis
The focus of this research is parent and child decisions about the purchase of products used by teenagers especially the purchase behaviour, purchase decision process and the response of parents. The research has been carried out fewer than two headings: (1). Analysis of purchase behaviour of teenagers and (2). Parent?s response on the purchase decision Teenagers indulge consumer information search prior to decision-making. After thoroughly obtaining the information about the two-wheeler, they employ emotional strategy to materialize their purchase decision process. It is also noted that teenagers? are also influenced by friends/peers. Friends/peers are an important socializing influence, operate most strongly in socio oriented communication pattern. Hence, for the purchase of two wheeler, teenagers also employ logical strategy to achieve their purchase decision. It was also identified that purchase behaviors of teenagers are mainly related to decisional influence rather than information search Teenagers apply both emotional and logical reasoning while applying their strategy on their parents for their purchase approval. Parents feel that two wheeler is an essential item for the teenagers to go various places in connection with their academic requirements like going to college, library ,visiting their peers for subject clarifications etc. Also, possession of two wheelers by the teenager will be of much use in the family also; as such parents give positive response to the teenager?s for the purchase of two wheelers.
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Author: A.S.Mohanrama*, C.Madhavib a*Department of Management Studies, St.Joseph?s Collrege of Engineering, (Affiliated to Anna University), Mamallapuram Road, Chennai 600107, Cell 9940022016 Email Id: mohanram31@sify.com bReader, Annamalai University, Ann
Abstract:The focus of this research is parent and child decisions about the purchase of products used by teenagers especially the purchase behaviour, purchase decision process and the response of parents. The research has been carried out fewer than two headings: (1). Analysis of purchase behaviour of teenagers and (2). Parent?s response on the purchase decision Teenagers indulge consumer information search prior to decision-making. After thoroughly obtaining the information about the two-wheeler, they employ emotional strategy to materialize their purchase decision process. It is also noted that teenagers? are also influenced by friends/peers. Friends/peers are an important socializing influence, operate most strongly in socio oriented communication pattern. Hence, for the purchase of two wheeler, teenagers also employ logical strategy to achieve their purchase decision. It was also identified that purchase behaviors of teenagers are mainly related to decisional influence rather than information search Teenagers apply both emotional and logical reasoning while applying their strategy on their parents for their purchase approval. Parents feel that two wheeler is an essential item for the teenagers to go various places in connection with their academic requirements like going to college, library ,visiting their peers for subject clarifications etc. Also, possession of two wheelers by the teenager will be of much use in the family also; as such parents give positive response to the teenager?s for the purchase of two wheelers.
Keywords:Purchase decision, Emotional strategy, Logical strategy, Peer?s influence, Parent?s response
DOI:
International Journal of Trade & Commerce (Vol: 2 Issue:1)
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