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Examining the collaborative impact of socializing agents, influencing strategies and product categories to investigate the children influence on parents’ purchase decisions

Author

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  • Chetna Arora

    (Kurukshetra University)

  • Saloni Pawan Diwan

    (Kurukshetra University)

Abstract

The study aims to explore the considerable impact that children wield in influencing parents purchase decision-making. Existing literature suggests various dimensions that play an important role in understanding the influence. These dimensions are socializing agents, influencing strategies and product categories. Therefore, the study endeavours to develop an empirical model that elucidates the intricate relationships among these dimensions. To achieve this objective, a triangulated approach has been employed to examine the interplay between socializing agents, influencing strategies, and product categories. Additionally, Structural Equation Modeling (SEM) is utilized to construct a comprehensive model that integrates these three constructs. The research focuses on a demographic group of children ranging from 6 to 14 years old, with a selected sample size of 800 participants. The findings reveal that children exert the greatest influence in the domains of school supplies, health-conscious items, personal goods, entertainment choices, and enticing products. The paper concludes by acknowledging its limitations and present substantial insights into understanding children’s behaviour across various product categories, as well as the roles of socializing agents and influencing strategies. The study provides in-depth insights into the role of children in shaping purchasing decisions, highlighting crucial factors for marketers and practitioners in this domain.

Suggested Citation

  • Chetna Arora & Saloni Pawan Diwan, 2025. "Examining the collaborative impact of socializing agents, influencing strategies and product categories to investigate the children influence on parents’ purchase decisions," SN Business & Economics, Springer, vol. 5(4), pages 1-25, April.
    • Handle: RePEc:spr:snbeco:v:5:y:2025:i:4:d:10.1007_s43546-025-00806-x
    DOI: 10.1007/s43546-025-00806-x
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    References listed on IDEAS

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    1. Manish Mittal, 2009. "Correlation between Television Viewing Time and Effects of Television Advertisements on Children," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 34(3), pages 425-433, August.
    2. Ward, Scott, 1974. "Consumer Socialization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 1-14, Se.
    3. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
    4. Palan, Kay M & Wilkes, Robert E, 1997. "Adolescent-Parent Interaction in Family Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 159-169, September.
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