Main Article Content
Abstract
Children are exposed to many socialization factors in a complex environment and acquire consumer knowledge. This paper provides insights about the contribution of influencing factors parents, family communication patterns, siblings, neighbor kids, and classmates in purchase decision making and underlying relationships among the factors. This result will help the marketers to focus their marketing efforts on the most influential factors. Parents influence ranked first followed by concept oriented family communication, siblings influence, classmates influence, socio-oriented family communication, and neighbor kids influence.