A Study on children's influenced in family purchase decision making with special reference to Coimbatore city

Influence operating on family purchase behavior is the influence of children on the budget allocation and purchases and consumption. There are two type of theoretical approaches that have played a vital role in studying children’s influence is affected by a variety of factors, including family variables, namely, social class, family size and family structure, children’s characteristics say, gender, birth order and age, parent’s characteristics that is education occupation and consumption dependences, Experiences parental potential style and family communication environment. As soon as children develop the basic skills to communicate they start attempting to influence the family decisions. When compare to younger children Older children have high decision power to take decision in a. As families differ across families and would affect and degree of influence children can exert on purchase decision. In addition, children are also influenced by their families through the socialization process. In the context of consumer behavior the parent- child relationship can be seen as an influence versus yield situation. Children, acting as initiators or influencers seek to influence parents make a particular product/brand decision (to yield). The response of the parent may be modified by enabling condition, or a differing order of expenditure priorities. It has been found that attempts on the part of children to influence purchase decisions of parents tend to decline as they grow up