Restraining Children's Influence

through lessening children's roles in the choice stage of the decision process, and in the sub decision regarding spending pattern. Restraining children's influence in these areas may be one way for the parent to teach the child responsibility and suitable consumer behavior. Parents set aside more instrumental (i.e., allocation and scheduling) activities for themselves, and permit more children’s influence in the more significant sub decisions (i.e., color and model decisions). Children may lack the experience essential to make informed decisions for instrumental activities. The degree of influence exerted by children relies on how interested or involved the children are in the product or purchase (Belch et al., 1985). It depends on the education

The degree of the influence a child may have on the parent's purchase decision seems reliant on at least two primary factors, the child's assertiveness and the parent's child-centeredness. With regard to family purchase decisions, children have both direct and indirect influence. Direct influence refers to children making requests for goods and services such as telling where to eat out, asking mom to buy a certain brand or flavor or ice cream, or make the selection when the family is shopping. Indirect influence means that the children’s preferences are given thoughtfulness when parents purchases. (McNeal

In the regions of Western Europe and Northern America thousands of studies on consumer behaviour were conducted and helped us to popular models of consumer behaviour based on the empirical findings and theories. These studies conducted from 1940s to early part of 2015 in the western world are very much in sync with the socio-economic, cultural and familial realities of that region, but the same empirical findings, theories and models of consumer behaviour may not be perfectly applicable to the countries like India completely. India, post 1991 economic liberalization has witnessed the unprecedented growth across all sectors and there is a new found prosperity, wealth and materialism in the consumption story of India and this phenomenon is still dynamic and evolving. Therefore, there is an imperative need of studying the changing consumer behaviour of India’s neo-rich and aspiration class from a fresh perspective. The study of consumer behaviour of parents in general and children in particular is important because there has been lots of transformation in the socio-economic and demographic variables family structures, gender role orientation, parental style, income level of the family, family decision making process, raise in the