Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1769
Title: Influence of Family Communication Patterns in Family Purchase Decision Making
Authors: Vijita Singh Aggarwal
Shefali
Keywords: Consumer behaviour
Family communication pattern
Family purchase decision making
Parental styles
Issue Date: 2019
Publisher: Indian Journal of Marketing
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.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1769
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