Role of Children in the Family Decision Making Unit

The family as a consuming and decision making unit is a central occurrence in marketing and consumer behaviour. Various studies show that out of all the family members, children have started to emerge as a growing influence on family purchase decisions in a variety of product ranges, not just products meant for them, but also those used by the entire family. Gone are the days when marketers would solely focus on the adults as targets to market their product. Children have been acknowledged as playing an important role within family purchase decisions, with their ability to directly and indirectly influence decisions.

Through this paper, an attempt is made to have an understanding of the family as a decision making unit and understanding the role of children in a family decision making unit. It also looks at understanding the various influencing tactics used by children. Possible implications to marketers are also put forth. This paper gives an insight to researchers to conduct further research in this area.