Purchase decision on durable goods of dependent children of nri families in Kerala

NRI constitute a main target market segment. In NRI Familiesthe children’s play an important in making decisions relating to the entire family unit and it has encouraged researchers to direct their efforts to study the power of children’s. NRI dependent children make decisions in their family purchase purposes because their father’s migration for work. The amount of influence exert by the children varies by product group and stage of the decision making process. For some products, they are active initiators, information seekers, and buyers; whereas for other product categories, they influence purchases made by the parents. The purchasing act is influenced by socialization process. Family, peers, and media are key socializing agents for children’s in which family-specific characteristics such as parental style, family’s Sex Role Orientation (SRO), and patterns of communication play key roles. The changes takes place in the socio-cultural environment in India due to migration (then they become single parent families) involve that dimensions of children’s influence in family purchase decision making. Indian society very much differs from the West in terms of family composition and arrangement, values, norms, and behavior, which have an effect on the role that children’s play in purchase decision making in families. Hence, the aim of this paper is to explore the research findings of previous researchers in India and Western countries.