CHILDREN AFFECTING PARENTAL CONSUMPTION DECISIONS

Children today have become the indirect decision makers of a household. Their influence has grown and they directly or indirectly influence most decisions taken in a household. This study provides a contribution to the existing body of literature available and looks at the influence of children on parental decisions. Existing literature is discussed within the domain of changing consumer behaviour of children and factors that affect their behaviour and influence. A review of the literature formed the basis of the research propositions and research objectives. The research propositions revolve around children and their direct and indirect influence on purchases of consumer durables in a household. A qualitative research approach was undertaken to test these set propositions. Semi-structured interviews were carried out with fourteen respondents. The respondents were parents with children between the ages of 8 - 14 years. After the interview the analysis and interpretation of the findings were subsequently undertaken. In this research it is illustrated that childrens influence in parental decisions in most product categories has increased these days. Children even have a direct and an indirect influence on the purchases of consumer durables in a household. Media emerged as the most important factor in influencing decisions and behaviour of children. Children are also influenced by their parents, family dynamics and external exposure, which they experience in schools and other surroundings. Age and gender of a child also reflects and determines the influence of children on parental decisions. Practical implications related to the topic have also been laid out and directions for further research have been proposed