Dynamics in Family Purchase Decision Making – Exploring Influence of Adolescents in Kolkata District, West Bengal

Authors:

Arunima Rudra

Pages: 46-51

Abstract:

The influence of children in family purchase decision-making is highly admitted by the entire society due to the rapid changes in

socioeconomic and demographic structures of the family. The study aims at determining the levels of adolescents’ influences

with respect to different stages of family purchase decision-making across different product categories. It also seeks to highlight

several factors considered by the adolescents at different stages of family purchase decision making process and investigate the

levels (degree) of adolescents’ influences with respect to different stages of family purchase decision-making process. An online

survey is conducted and the primary data have been collected through an electronic questionnaire, which results in sample of

194 respondents(adolescents) from Kolkata. The data are analysed using statistical package SPSS version 20. The findings of

the study focus on several stimulating factors at different stages of purchase decision making process and ultimately to

determine which one is the most and the least influencing stage based on the degree of influences of such factors used by them. It

will also help the marketers to analyse how the influence and dominance of adolescents varies based on diversified range of the

product categories.