EAT OUT: CHILDREN'S ROLE IN FAMILY DECISION MAKING

Abstract

This paper investigates the influence of children over their parents’ decision of family eat-out. As per our culture and tradition the head of the family is the decision maker in case of any family purchases. But at the same time, the role of children cannot be ignored. Various studies related to children’s role in family decision making has been undertaken to explore the decision making pattern. Significant growth of the disposable income, better education, heavy consumerism, change in family structure and social condition over the years lead to make shift in the decision making pattern in the urban families for both products and services. As marketers are keeping their eyes on children to make them their target through advertisement for influencing family purchases and considered them as their future customers, children became one of the important units for family decision making which cannot be ignored at this stage. Therefore, the research explored the role and the degree of influence by the children on the parents in the family decision making when it comes to consume service like family eat-out in restaurant.