Indian Journal of Marketing

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Influence of Family Communication Patterns in Family Purchase Decision Making


Affiliations
1 Professor, University School of Management Studies (USMS), Guru Gobind Singh Indraprastha University, New Delhi - 110 078, India
2 Research Scholar, University School of Management Studies (USMS), Guru Gobind Singh Indraprastha University, New Delhi - 110 078, India
     

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The purpose of the paper was to find out the influence of Indian children in family purchase decisions across product categories as per parental perception with special consideration to family communication patterns. The research was conducted on 320 parents of Delhi-NCR. Various statistical tools such as exploratory factor analysis, confirmatory factor analysis, MANOVA, multiple linear regression, and independent sample t-test were used to conduct the research. The findings concluded that Protective and Laissez-Faire type of parents had no significant influence on the purchase of product categories. The results also reported the influence of concept orientation type of communication on children's influence in family purchase decisions across product categories, especially on child-related products and services.

Keywords

Consumer Behaviour, Family Purchase Decision Making, Parental Styles, Family Communication Patterns.

Paper Submission Date: August 10, 2018; Paper Sent Back for Revision: March 12, 2019; Paper Acceptance Date: July 10, 2019.

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  • Influence of Family Communication Patterns in Family Purchase Decision Making

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Authors

Vijita Singh Aggarwal
Professor, University School of Management Studies (USMS), Guru Gobind Singh Indraprastha University, New Delhi - 110 078, India
Shefali
Research Scholar, University School of Management Studies (USMS), Guru Gobind Singh Indraprastha University, New Delhi - 110 078, India

Abstract


The purpose of the paper was to find out the influence of Indian children in family purchase decisions across product categories as per parental perception with special consideration to family communication patterns. The research was conducted on 320 parents of Delhi-NCR. Various statistical tools such as exploratory factor analysis, confirmatory factor analysis, MANOVA, multiple linear regression, and independent sample t-test were used to conduct the research. The findings concluded that Protective and Laissez-Faire type of parents had no significant influence on the purchase of product categories. The results also reported the influence of concept orientation type of communication on children's influence in family purchase decisions across product categories, especially on child-related products and services.

Keywords


Consumer Behaviour, Family Purchase Decision Making, Parental Styles, Family Communication Patterns.

Paper Submission Date: August 10, 2018; Paper Sent Back for Revision: March 12, 2019; Paper Acceptance Date: July 10, 2019.




DOI: https://doi.org/10.17010/ijom%2F2019%2Fv49%2Fi8%2F146170