Abstract:

The purpose of the study was to understand the role of kids in buying the CDIT products for the family. Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. In order to study the degree of involvement of kids in decision making for cdit, a longitudinal study was taken at thane and kharghar. The parents (N- 180) were administered with a questionnaire and were asked to rate the different attributes important for them relating to the kids and purchasing http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm

Introduction:
In the past 10 years, the global market has witnessed a surge in demand as economies such as Brazil, Mexico, India and China have opened up and begun rapid development, welcoming globalization with lan. The consumer durables industry has always exhibited impressive growth despite strong competition and constant price cutting, and the first contraction since the 2001 dot-com bust has been due to the global recession. Given the strong correlation between demand for durables (both new and replacements) and income, the industry naturally suffered during the 2008-2009 period. However, projections for current year going forward are very optimistic, as consumers resume spending, and producers launch new enticing variants to grab new customers. Leading players include Sony Corporation, Toshiba Corporation, Whirlpool Corporation and Panasonic Corporation. Developing countries such as India and China have largely been shielded from the backlash of the recession, as consumers continued to buy basic appliances. In fact, China has been ranked the second-biggest market in the world for consumer electronics. Despite the recession, their strong domestic economy and growing high-income population have buoyed demand leading to aggressive market growth. There is growing interest for new age products such as LCD-TVs and DVD players. Meanwhile, the penetration of the basic, largest dollar items such as ovens, washing machines and refrigerators is also increasing. India too, has witnessed a similar phenomenon, with the urban consumer durables market growing at almost 10 %p.a., and the rural durables market growing at 25% p.a. Some high-growth categories within this segment include mobile phones, TVs and music systems.

The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and Role of kids is an important aspect that has been identified by marketers. Kids are the key source of influence and are an important aspect in family purchase decision. The key objective of this paper is to identify the degree of involvement of kids in decision making of CDIT, and various attributes which contribute to there such involvement. http://info.shine.com/Industry-Information/Consumer-Durables/902.aspx

Literature Review
There are many similar studies on the topic which have been conducted on similar grounds; however there have been some limitations and short comings in the process. To build a bridge between the past and to the present let us have a look at the different studies carried out by in this field.

Objective:

To analyze the role of children in the buying of high involvement products (CDIT) The objectives are 1. To understand the influence of kids in buying of CDIT by parents with: a. Parents belonging to different income brackets. b. Number of kids in the family c. Education relationship of parents 2. To understand the degree of knowledge of kids about new technology and advice seek by parents from kids regarding it. 3. To understand the relation to the fact that parents taking longer time to decide on products to buy, when they go along with kids.

Research Methodology: 1. Instrument development

Item Demographics Age Gender No. of children in family No. of family members Education Qualification Net household income Scale Category Cronbach alpha Not applicable

Item

Scale

Cronbach alpha

Variables

Likert scale

Not applicable

2. Questionnaire
Objective: To study the role of children in decision making for purchasing CDIT. CDIT*: television, music player, dvd player, washing machine, microwave, cell phone, etc Questionnaire: 1. Are you married? a. Yes b. No.

If yes, proceed to question 2.

2. Do you have children aged between 5 years to 17 years? A. yes b. no if yes, proceed to question 3. 3. Do you take your children along when you go to buy any CDIT*? a. Yes b. no 4. My kids sometimes influence the type of products we buy. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 5. My kids often educate me about the new technology or new product available in market. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 6. I can think of at least 2 occasions when I have asked my kids opinion on products I have bought in the last 6 six months. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 7. I have changed my mind about brands I chose to buy based on my kids demands. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 8. My kids usually give good advice on which product to buy. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 9. I spend lot of time at the store deciding what to buy with kids. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree 10. The brands that my kids like tend to be different from the ones I like. a. Completely agree b. Agree c. Neither d. disagree e. completely disagree

About yourself 1. Specify your age group 18- 28 2. Gender father mother 28- 38 38-48 48- above

3. number of children in family 1 2 3 More then 3

4. number of family members < Than 5 5 to 8 More than 8

5. Highest education status No education Primary education College Graduation Post graduation

6. Net household income < 30,000 30,000 to 60,000 60,000 to 100,000 100,000 to 500,000 500,000 >

3. Sample design
a. Sampling method: For this research, the researcher randomly selected the parents based on convenience. There was no fixed number of males or females to be selected or people from any particular age group, income group, etc. But the only considerations that were taken care was that the questions were asked to parents having children aged between 6 to 17 years. b. Sample size calculation:

Sample size was calculated for the survey using the following formula: N= (Z *S.D / E)2 * x 3 Where, Z =1.96 S.D = Standard deviation=1.251 E = Error = 0.25 N = (1.96* 1.251/ 0.25)2 * 3 = 289 approx. The sample size came to be 289, but the research was conducted on a total of 180 respondents.

4. Data collection
The questionnaire was first applied to a pilot testing on 30 respondents. The data was collected using a questionnaire from people belonging to the various age groups by personally meeting people based on convenience either from the neighborhood or work place. The questionnaire consisted of five parts. In the first part question qualifies an individual to move to next part. The second part contained questions with which we tried to find out to what extent kids are involved in decision making of CDIT. In the third part we analysed the

importance given to the information of kids on technology by parents. The fourth chapter of the questionnaire was oriented towards the demographics.

Subsequently, data was collected from 180 respondents.

5. Research Findings

The above table shows that more than 40 % of respondents belonged to age group 38 to 48, Whereas close to 30 % of respondents were of age group 28 to 38.

In the above table we can see that out of 180 respondents close to 58 % had 2 childrens, whereas 30 % had only 1.

CORRELATION:

The application of correlation analysis is to measure the degree of

association between two sets of quantitative data. In other words, it explains how one product is related to another based on the same parameter. There are virtually no limits to applying correlation analysis to any data set of two or more variables. The correlations table displays Pearson correlation coefficients, significance values, and the number of cases with non-missing values (N). The values of the correlation coefficient range from -1 to 1. The sign of the correlation coefficient indicates the direction of the relationship (positive or negative). The absolute value of the correlation coefficient indicates the strength, with larger absolute values indicating stronger relationships. The correlation coefficients on the main diagonal are always 1, because each variable has a perfect positive linear relationship with itself. The significance of each correlation coefficient is also displayed in the correlation table. The significance level (or p-value) is the probability of obtaining results as extreme as the one observed. If the significance level is very small (less than 0.05) then the correlation is significant and the two variables are linearly related, if the significance level is relatively large (for example, 0.50) then the correlation is not significant and the two variables are not related linearly.

kids kids kids educate 2 changed advice influence about occasions mind good on took the new when kids because the children product i technolo gave me of kids products along buy gy opinion demand to buy took children along Pearson Correlation Sig. (2-tailed) N kids influence the Pearson product i buy Correlation Sig. (2-tailed) N kids educate about Pearson new technology Correlation Sig. (2-tailed) N 2 occasions when kids gave me opinion changed mind because of kids demand Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N kids advice good Pearson on the products to Correlation buy Sig. (2-tailed) N spend longer time instore, when buying with kids Pearson Correlation Sig. (2-tailed) N difference in opinion with kids choice Pearson Correlation Sig. (2-tailed) N 180 .330
**

spend longer time instore, difference when in opinion buying with kids with kids choice .158* .034 180 .423
**

.330** .000 180 1

.303** .000 180 .599

**

.318** .000 180 .549

**

.176* .018 180 .464

**

.201** .007 180 .438

**

.007 .927 180 .143 .055 180 .217** .003 180 .270** .000 180 .166* .026 180 .215** .004 180 .061 .413

.000 180 .303

**

.000 180 .599

**

.000 180 .425

**

.000 180 .486

**

.000 180 .514

**

.000 180 .452

**

180 1

.000 180 .318

**

.000 180 .549

**

180 .425** .000 180 .486

**

.000 180 1

.000 180 .481** .000

.000 180 .494** .000 180 .485

**

.000 180 .304** .000 180 .543

**

.000 180 .176

*

.000 180 .464

**

180 .481
**

180 1

.018 180 .201** .007 180 .158

*

.000 180 .438** .000 180 .423

**

.000 180 .514** .000 180 .452

**

.000 180 .494** .000 180 .304

**

.000 180 .485** .000 180 .543

**

.000 180 .545** .000

180 1

180 .545
**

180 1

.034 180 .007 .927 180

.000 180 .143 .055 180

.000 180 .217

**

.000 180 .270

**

.000 180 .166

*

.000 180 .215

**

180 .061 .413 180

180 1

.003 180

.000 180

.026 180

.004 180

180

**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

a.

Correlation

1. Parents taking children along and kids influencing the products to buy correlation H0 There exist no significant difference in the Parents taking children along and kids influencing the products to buy correlation Ha1 - There exist significant difference in Parents taking children along and kids influencing the products to buy correlation The Pearsons Correlation value is 0.330 at a significance level of 0.000. Hence, the Null Hypothesis (H0) is not accepted and the Alternate Hypothesis (Ha1) is supported. This indicates that there is a significant difference in the correlation between the parents taking their children to shop and kids influencing the products to buy

2. Kids educating about the new technology and parents changing their mind because of kids demand H0 There is no significant difference in Kids educating about the new technology and parents changing their mind because of kids demand H2 There is no significant difference in Kids educating about the new technology and parents changing their mind because of kids demand

The Pearsons Correlation value is 0.486 at a significance level of 0.000. Hence, the Null Hypothesis (H0) is not accepted and the Alternate Hypothesis (Ha2) is supported. This indicates that there is a significant difference in the correlation between the kids educating about the new technology and parents changing their mind because of kids demand

3. Parents changing their mind because of the kids demand and spending longer time when buying with kids H0 -- There is no significant difference in Parents changing their mind because of the kids demand and spending longer time when buying with kids H3 -- There is significant difference in Parents changing their mind because of the kids demand and spending longer time when buying with kids

The Pearsons Correlation value is 0.543 at a significance level of 0.000. Hence, the Null Hypothesis (H0) is not accepted and the Alternate Hypothesis (Ha3) is supported. This indicates that there is a significant difference in the correlation between parents changing their mind because of the kids demand and spending longer time when buying with kids

4. Difference in opinion with kids choice and spending longer time in store when buying with kids H0 There is no significant difference in Difference in opinion with kids choice and spending longer time in store when buying with kids H4 There is significant difference in Difference in opinion with kids choice and spending longer time in store when buying with kids The Pearsons Correlation value is 0.061 at a significance level of 0.413. Hence, the Null Hypothesis (H0) is accepted and the Alternate Hypothesis (Ha4) is rejected. This indicates that there is no significant difference in the correlation between the difference in opinion with kids choice and spending longer time in store when buying with kids.

5. Kids advice good about the product to buy and parents changing their mind about the product to buy. H0 There is no significant difference in Kids advice good about the product to buy and parents changing their mind about the product to buy.

H5 There is significant difference in Kids advice good about the product to buy and parents changing their mind about the product to buy. The Pearsons Correlation value is 0.485 at a significance level of 0.000. Hence, the Null Hypothesis (H0) is rejected and the Alternate Hypothesis (Ha4) is accepted. This indicates that there is significant difference in the correlation between the kids advice good about the product to buy and parents changing their mind about the product to buy.

b. Chi- square6. Took children along age * age of parents.

H0 There is no significance difference between people taking their children for buying cdit and their age group. H6:- There is a significance difference between people taking their children for buying cdit and their age group. Interpretation- In this case out of sample size 180, 34 people age between 28-38, take the children along with them and in age bracket 38-48, out of 73, 53 people agreed. Conclusion- as pearson chi square significance is less than .05 ( i.e. .008). So the above hypothesis is accepted.

7.

Took children along * education status

H0 There is no significance difference between people taking their children for buying cdit and their education status. H7 There is significance difference between people taking their children for buying cdit and their education status. Interpretation- in this case out of sample size 180, highly educated people tend to take their kids to buy cdit more as compare to their lesser educated people. Conclusion- as per pearson chi square significance. The significance shown is more then .05 ( i.e. .428). So the above hypothesis is rejected and null hypothesis is accepted.

8. Kids educate about new technology* age

H0 - There is no significance difference between kids educate about new technology and age of parents.

H8- there is significance difference between kids educate about new technology and age of parents

Interpretation- the age group of 28-38 disagree more compare to other age group, when asked wheather kids educate about new technology or not Conclusion- as per pearson chi square significance. The significance shown is less then .05 ( i.e. .03). So the above hypothesis is accepted and null hypothesis is rejected.

9. Change minds because of kids demand* gender

H0- There is no significance difference between change minds because of kids demand and gender. H9 There is significance difference between change minds because of kids demand and gender. Interpretation-father tend to change their mind more frequently as compared to mothers on their kids demand. Conclusion- as per pearson chi square significance. The significance shown is more then .05 ( i.e. .717). So the above hypothesis is rejected and null hypothesis is accepted.

10. Change minds because of kids demand* number of children

H0 - there is no significance difference between change minds because of kids emand and number of children. H10- There is significance difference between change minds because of kids demand and number of children

Interpretation- parents tend to change their mind about the products to buywhen the number of kids are more. Conclusion- as per pearson chi square significance. The significance shown is less then .05 ( i.e. .049). So the above hypothesis is accepted and null hypothesis is rejected.

11. Kids advice good on products to buy * gender of parents.

H0- There is no significance difference between kids advice on product to buy and gender of parents. H11- There is significance difference between kids advice good on products to buy and gender of parents. Interpretation- Fathers tend to be more rely on kids advice is good on products to buy as compared to mother. Conclusion- as per pearson chi square significance. The significance shown is more then .05 ( i.e. .074). So the above hypothesis is rejected and null hypothesis is accepted.

12. Difference in opinion with kids choice* number of family members

H0- There is no significance difference between difference in opinion with kids and number of family members. H12- There is significance difference between difference in opinion with kids and number of family members. Interpretation- lesser number of family members opinion are different from opinion with kids choice as compared to greater number of family members. Conclusion- as per pearson chi square significance. The significance shown is more then .05 ( i.e. .569). So the above hypothesis is rejected and null hypothesis is accepted.

13. Difference in opinion with kids choice* net household income (monthly)

H0- there is no significance difference between difference in opinion with kids and net household income. H13- there is significance difference between difference in opinion with kids and net house hold income. Interpretation- there is a difference in opinion of different income group when ask about opinion with kids choices. Conclusion- As per Pearson chi square significance. The significance shown is less than .05 (i.e. .035). So the above hypothesis is accepted and null hypothesis is rejected.

c. Independent sample t test14. Taking children along with them to buy CDIT. H0: There is no significance difference between the mean of mother to take children along with them for shopping for cdit as compared to father. H14: There is a significance difference between the mean of mother to take children along with them for shopping for cdit as compared to father. The mean for mother is 1.42 and mean for father is 1.28. This is mathematically higher but to prove the above data statistically, the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence.

Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0.52. That is higher than 0.05. Hence H0 is accepted and HA14 is rejected

15. Kids influence the product to buy. H0: There is no significance difference between the mean of mother being influenced to buy the product as compared to father. H15: There is a significance difference between the mean of mother being influenced to buy the product as compared to father. The mean for mother is 2.04 and mean for father is 2.14. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less then 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. because the sig 2 tailed is 0.470. Which is higher than 0.05. Hence H0 is accepted and HA15 is rejected.

16. Kids educating about the new technology. H0: There is no significance difference between the mean of mother being educated by kids about the new technology as compared to father. H16: There is a significance difference between the mean of mother being educated by kids about the new technology as compared to father. The mean for mother is 2.13 and mean for father is 2.07. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0.698. Which is higher than 0.05. Hence H0 is accepted and HA16 is rejected.

17. Changed mind because of kids demand to buy a particular CDIT H0: There is no significance difference between the mean of mother changing mind because of kids demand to buy a particular CDIT as compared to father. H17: There is a significance difference between the mean of mother changing mind because of kids demand to buy a particular CDIT as compared to father. The mean for mother is 2.42 and mean for father is 2.29. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0.405. Which is higher than 0.05. Hence H0 is accepted and HA17 is rejected.

18. kids advice good on products to buy H0: There is no significance difference between the mean of mother accepting the advice of kids to buy CDIT as compared to father. H18: There is a significance difference between the mean of mother accepting the advice of kids to buy CDIT as compared to father. The mean for mother is 2.18 and mean for father is 2.14. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0750. Which is higher than 0.05. Hence H0 is accepted and HA18 is rejected.

19. Spending longer time in store, when buying with kids. H0: There is no significance difference between the mean of mother for spending longer time in store, when buying with kids as compared to father. H19: There is a significance difference between the mean of mother for spending longer time in store, when buying with kids as compared to father.

The mean for mother is 2.22 and mean for father is 2.15. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0.583. Which is higher than 0.05. Hence H0 is accepted and HA19 is rejected.

20. Difference in opinion with kids choice for CDIT H0: There is no significance difference between the mean of mother having difference in opinion with kids choice for CDIT as compared to father. H20: There is a significance difference between the mean of mother having difference in opinion with kids choice for CDIT as compared to father. The mean for mother is 2.91 and mean for father is 2.65. This is mathematically higher but to prove the above data statistically, significant the sig 2 tailed should be less than 0.05, to say it with more than 95 % confidence. Checking the significance of the mean we can understand that though the mean in the above case is varying but there is no significant difference between the 2 factors. Because the sig 2 tailed is 0.118. Which is higher than 0.05. Hence H0 is accepted and HA20 is rejected.

d. Anova:
21. Kinds influence and different age groups H0: There is no significance difference between the age of parents and kids influencing the product to buy. H21: There is a significance difference between the age of parents and kids influencing the product to buy. Mean is highest in age group 28 to 38 i.e. 2.44 where as it is 1.95 for 38 and above.

By checking the significance of the mean explained above we can understand that the mean is significantly different because the sig value is less than 0.05 i.e. 0.006 Hence H0 is rejected and HA21 is accepted.

22. Difference with opinion of kids choice and age groups H0: There is no significance difference between the age of parents and kids influencing the product to buy. H22: There is a significance difference between the age of parents and kids influencing the product to buy. Mean is highest with age group 28 to 38 i.e. 3.02 where as it is 2.1 for 18 to 28. By checking the significance of the mean explained above we can understand that the mean is not significantly different because the sig value is more than 0.05 i.e. 0.071 Hence H0 is accepted and HA22 is rejected.

23. More than 1 occasion when parents seek there childrens advice and income level of parents H0: There is no significance difference between the income of parents and having more than 1 occasion when parents seek advice from children HA23: There is a significance difference between the income of parents and having more than 1 occasion when parents seek advice from children Mean is marginally higher for income bracket 30,000 to 60,000. But checking the significance of the data, we can understand that mean is not significantly correlated because sig value is more than .815. Hence H0 is accepted and HA23 is rejected.

24. Took children along with number of children H0: There is no significance difference between took children along with number of children.

HA24: There is a significance difference between took children along with number of children Mean is highest in for no. of children more than 3 i.e. 1.50 where as it is 1.28 for no. of children 2. By checking the significance of the mean explained above we can understand that there is no significance difference between the mean because the sig value is more than 0.05 i.e. 0.158. Hence H0 is accepted and HA24 is rejected.

25. Kids influence the product buy with number of children H0: There is no significance difference between kids influencing the products to buy with number of children. HA25: There is a significance difference between kids influencing the products to buy with number of children Mean is highest in for no. of children 3 i.e. 2.47 where as it is 1.93 for no. of children 2. By checking the significance of the mean explained above we can understand that the mean is significantly different because the sig value is less than 0.05 i.e. 0.047. Hence H0 is rejected and HA25 is accepted.

26. Kids educate about new technology with number of children H0: There is no significance difference between kids educate about new technology with number of children. HA26: There is a significance difference between kids educate about new technology with number of children Mean is highest in for no. of children 1 i.e. 2.51 where as it is 1.92 for no. of children 2. By checking the significance of the mean explained above we can understand that the mean is significantly different because the sig value is less than 0.05 i.e. 0.002. Hence H0 is rejected and HA26 is accepted.

27. Kids advice good on the products to buy with number of children H0: There is no significance difference between kids advice good on the products to buy with number of children. HA27: There is a significance difference between kids advice good on the products to buy with number of children Mean is highest in for no. of children 1 i.e. 2.44 where as it is 1.94 for no. of children 3. By checking the significance of the mean explained above we can understand that the mean is significantly different because the sig value is less than 0.05 i.e. 0.023. Hence H0 is rejected and HA27 is accepted.

28. Spend longer time in store, when buying with kids with number of children H0: There is no significance difference between Spend longer time in store, when buying with kids with number of children. HA28: There is a significance difference between Spend longer time in store, when buying with kids number of children Mean is highest in for no. of children 1 i.e. 2.64 where as it is 1.50 for no. of children more than 3. By checking the significance of the mean explained above we can understand that the mean is significantly different because the sig value is less than 0.05 i.e. 0.000. Hence H0 is rejected and HA28 is accepted.

29. Difference in opinions with kids choice with number of children H0: There is no significance difference between differences in opinions with kids choice with number of children. HA29: There is a significance difference between differences in opinions with kids choice with number of children

Mean is highest in for no. of children 1 i.e. 2.84 where as it is 1.50 for no. of children more than 3. by checking the significance of the mean explained above we can understand that there is no significance difference between the mean because the sig value is more than 0.05 i.e. 0.377. Hence H0 is accepted and HA29 is rejected.