TY  - SER
AU  - Sharma, Adya 
AU  - Sonwaney, Vandana
TI  - Family Communication Patterns and Children's Influence on Purchase Decisions
PY  - 0000///
CY  -  
PB  - Indian Journal of Marketing
KW  - Marketing
KW  - Family communication
KW  - Consumer socialization
KW  - Purchase Decisions
N2  - Traditionally, children were not viewed as consumers. They were perceived as learners who learnt from various socialization agents how to become consumers. The social, cultural, and economic changes in the past few decades have redefined the role of children in family purchase decisions. Children’s influence on purchase decisions has been acknowledged by the research fraternity. The paper specifically explored the effect of family communication patterns on children’s influence on purchase decisions. Through hierarchical regression, empirical findings were presented
ER  -