S. Jebaseeli Novaleena ¹, A. Rangaswamy ²

Affiliations
1 Veltech Business School, Vel Tech University, Chennai - 600062, Tamil Nadu,, IN
2 Infant Jesus College of Engineering,Thoothukudi - 622851, Tamil Nadu, IN

Abstract

Background/Objectives: Negotiation developed between couples towards housework becomes important, which extends to the children also. This article focuses on parent child conflict during purchase decision for Fast Moving Consumer Goods (FMCG) in Thoothukudi District in India. Methods/Statistical Analysis: This descriptive research is mainly based on primary data from 8 Taluks of Thoothukudi District, Tamil Nadu. An interview schedule was prepared to collect the primary data from 1282 parents belong to 403 Revenue villages, based on stratified secondary random sampling was collected and the internet. Statistical analysis was done using SPSS 17.0. Findings: The results exposed that irrespective of the Taluk, there exists argument between parent and child on the purchase decision of FMCG and the parents give way for their children in all Taluks of Thoothukudi District. Applications: This study helps the marketers to position their products through sales promotional activities by targeting the children community because they are actively involved in the decision making process to buy FMCG in this era.

Keywords

Child, Conflict, Fast Moving Consumer Goods, Parent, Purchase Decisions

Full Text