INFLUENCE OF CHILDREN ON BUYING BEHAVIOUR PARENTS TOWARDS CONFECTIONERY PRODUCTS WITH REFERENCE TO COIMBATORE CITY

Retailers and marketers rely heavily on market segmentation as a crucial strategy for identifying their target clients. The practice of partitioning a market into distinct groups of potential consumers who have similar traits and who are likely to display comparable purchasing behaviour is referred to as specialization. Segmentation is also known as market division. The main objective of the study is analyze about the children influencing their parents in buying confectionery products for their family. The study was analyzed using percentage analysis, correlationand factor analysis as a tool with 50 samples. Convenience sampling was used to select the sample size and the conclusion is that the as a whole the parents say that they are influenced by their children in decision making to purchase Confectionery Products from the market and according to them the children are influenced by various sources like media, environmental circle etc. If these factors are concentrated, then the target people can be segmented easily, and the volume can be increased for the company