Children As Consumers: Impact On Family Buying Behaviour Of Komarapalayam Taluk, Namakkal District

Abstract

Children’s roles in family buying behaviour have evolved significantly due to increased exposure to diverse media platforms, digital technologies, and shifting family dynamics. This study investigates the extent and nature of children’s influence on household purchasing decisions in Komarapalayam Taluk, Namakkal District, Tamil Nadu. Using a mixed-method approach involving 100 families, the research identifies key product categories affected by children’s preferences and explores the mediating effects of media literacy, peer influence, and parenting styles. Results reveal that children exert substantial influence on purchases related to food, clothing, toys, and electronics, with media exposure and peer pressure acting as critical drivers. The study underscores the importance of media literacy education for children and strategic marketing approaches that consider family dynamics.