Impact of Influencing Strategy Across Product Categories in Family Decision Making

Authors

  •   Swapna Menon Assistant Professor, Rourkela Institute of Management Studies, Gopabandhu Nagar, Chhend, Rourkela - 769 015, Odisha
  •   Padmabati Gahan Professor, Department of Business Administration, Sambalpur University, Odisha
  •   Siba Sankar Mahapatra Professor, Department of Mechanical Engineering, National Institute of Technology, Rourkela - 769 008, Odisha

DOI:

https://doi.org/10.17010/ijom/2019/v49/i12/149108

Keywords:

Children

, Consumer Behaviour, Influencing Strategies, Socialization Agents.

Paper Submission Date

, September 16, 2018, Paper Sent Back for Revision, April 3, 2019, Paper Acceptance Date, August 25, 2019.

Abstract

Understanding decision-making within families has gained a lot of interest in behavioral studies. The involvement of various participants in family decision-making environment has been a focus for researchers to know their degree of influence in family decision making. Children are emerging as an important entity in the modern family structure capable of taking buying decisions or influencing it. The role children play in family as deciders and the strategies they adopt to persuade family members is vital to focus and determine the marketing strategies companies could adopt to influence them. In the context of marketing, children socialize to become consumers and their evolution as customers can be captured very well by analyzing the interplay of socialization process and the respective agents like parents, friends, etc. that influence their attitudes and market related behavior. This paper focused on Indian children and their purchase behavior with respect to the influencing strategies they adopted to convince parents in family shopping behaviour. The paper found that children used different influencing strategies across different product categories.

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Author Biography

Swapna Menon, Assistant Professor, Rourkela Institute of Management Studies, Gopabandhu Nagar, Chhend, Rourkela - 769 015, Odisha

http://orcid.org/0000-0002-1023-5132

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Published

2019-12-31

How to Cite

Menon, S., Gahan, P., & Mahapatra, S. S. (2019). Impact of Influencing Strategy Across Product Categories in Family Decision Making. Indian Journal of Marketing, 49(12), 21–36. https://doi.org/10.17010/ijom/2019/v49/i12/149108

Issue

Volume 49, Issue 12, December 2019

Section

Articles
Crossref
Scopus
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Europe PMC

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