Adolescents Influence on Family Purchase Process in India
Kanika Budhiraja1, Meenu Gupta2
1Kanika Budhiraja*, MMIM, Maharishi Markandeshwar (Deemed to be) University, Ambala, India.
2Dr. Meenu Gupta, MMIM, Maharishi Markandeshwar (Deemed to be) University, Mullana, Ambala, India.
Manuscript received on November 14, 2019. | Revised Manuscript received on 22 November, 2019. | Manuscript published on December 10, 2019. | PP: 4772-4777 | Volume-9 Issue-2, December 2019. | Retrieval Number: B7853129219/2019©BEIESP | DOI: 10.35940/ijitee.B7853.129219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Considering the significance of Adolescents behaviour in family purchase decisions, the study initiated with the objective to unearth the adolescents influence on the buying decisions of the family. The purpose of the study is listed down into three parts: Firstly, to explore the relationship between the age of adolescents and its effect on buying decisions of family. The next objective is to catalogue and position the products on the basis of influence of Adolescents. Subsequently, the other task is to examine and establish the comparative analysis of Adolescents influence for three different goods categories (so designed) and also analysing it at various stages of Family purchase process. The research methodology is based on the study of relevant review work done in the past and an interview conducted amongst the adolescents for the data collection. Furthermore, a structured questionnaire is circulated amongst adolescents aged between 14-19 years. Data was collected from 350 adolescents. Study also exhibited that there are three product categories identified by factor analysis explicitly “Prominent” Products, “Popular” Products and “Common” Products– It was observed that Popular products gained maximum attention of adolescents, followed by Prominent Products and the least attention seeker for adolescents are Common Products. These categories are designed in context to Indian families & environment. Multivariate Analysis of Variance, i.e., MANOVA was also applied for third objective which presented the outcome that in case of Prominent and Popular Products, adolescent’s impact is greatest at the beginning stage of the purchase process and least at exploration stage. But in case of Common Products, Adolescents influence is highest at the stage of decision making and selection. This study can have enormous future relevance for the marketers by the way of providing them with broad scope of adolescents’ behavioural understanding in family in context to different product categories and at multiple buying stages of family purchase process. This could be considered as the base for formulating and executing various marketing plans. The paper bears uniqueness in terms of analysing adolescents’ behaviour in relation to multiple product catalogues and relating the segmentation across various family buying stages.
Keywords: Adolescents Age, Family Purchase Process, Influence, Product Categories.
Scope of the Article: Software Product Lines