Factors Influencing Buying Behavior Of Children With Respect To Premium Game Consoles In Delhi

Abstract

Comprehending consumer buying behaviour and the reasons behind it continues to be important in marketing as it enables companies to improve their marketing strategies and increase company performance. In this regard, children as consumers also make up a very strong segment of the market as children are no longer seated backstage. They have their own opinions, decisions, experiences and preferences that construct an overall thought process, paving their consumer behaviour. Additionally, during recent years, emphasis has been drawn to children as consumers as well as the variables that affect their purchasing decisions. This paper entails the study of the buying behaviour of children in relation to premium game consoles segment.  For this, the age of the children was taken as influencing factors. The primary data was collected from 100 children of age 9-15 years in Delhi. For this study, game consoles in the premium segment—which typically retail from Rs. 20,000- Rs. 50,000 was considered. The analysis has been carried out using SPSS. Also, several publications, journals, and other published works about children's consumer behaviour have been referred to assist the same.