Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July09-Article8-Role and Influence of Children in Buying Children's Apparel
- Price : 80.00
- Published on July 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The role of children in the buying process has increased over the years. Though a lot of research has been done in the West in understanding children’s purchase influence, the need is also felt in the Indian context. This paper attempts to understand the role and influence of children in buying apparel. The opinion of the parents was also taken. The results indicate the growing importance of children in terms of taking their own decisions and also the discrepancy in the views of the parents and children.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.