Impact of Sibling on Children’s Influence in Family Purchase Decisions

Abstract

Present paper aims to focus on impact of sibling(s) on the influence exerted by children in family purchase decisions in India, a country with distinct cultural characteristics. This area has received limited attention from consumer behaviour researchers from a marketing perspective. This research seeks to fill that gap. This study provides empirical evidence based on primary data, obtained from children in the age group of 13-18 years, studying in various schools in Delhi, India.  Mixed-factorial repeated measures ANOVA was applied to ascertain the statistical significance of differences in the influence exerted by single children and children who had siblings. Contrary to previous findings, we find that children’s influence across decision making stages is not affected by the presence/absence of child’s sibling(s). We conclude with a discussion of the findings and suggestions for further research.