Journal Articles | Emerald journal |
Role of Children in Family Purchase across Indian Parental Clusters

Author : Dr. Rituparna Basu

Publisher : Emerald journal

Publication Place : India

Publication year :




The paper explores the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters. The study uses a dataset collected from parents in Kolkata and Delhi to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories. The empirical evidences presented in the paper hint at the growing role of children in family purchases and their transformation into active consumers in an evolving market. Thus it adds to the existing under-represented family consumption literature with more market specific insights.

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Rituparna Basu
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