The Influence of Emotional Factors in the Purchase of Children Products and Brands

Abstract

Decision making is a crucial process which is influenced by many factors in the decisions of a person. Especially the purchase decisions are very costlier whether it is towards a product or a service. When focusing on the children products, the decisions towards the purchase of children products and brands are influenced by many factors. The study focuses on the influence of emotional and rational factors on the purchase of children products and brands. It aims to investigate the factors that influence more in the purchase decisions of children products. By exploring the results this study will help the purchasers to take wise decisions since it will throw a light on the influential factors so that it will initiate the introspection of the purchasers. The research was conducted in Coimbatore city of Tamilnadu state in India with 500 respondents. Using a well structured questionnaire, after a pilot study the required primary data have been collected from the respondents. Using excel analysis tool pack the data obtained were computed and analyzed. The results depict that the rational thinking is increasing with the age in the purchase decisions. The middle income group people are more rational in the purchase decisions towards the children products. As a whole the results show that the emotional factors have more influence than the rational factors in the purchase decision of children products and brands. It implies the purchaser must be aware of the influence of emotional factors to limit it to take wise decisions in the purchase of children products and brands.