How indian teenagers influence their parents to purchase a computer - An empirical analysis Prof. Mohanram A.S. Department of Management Studies. St.Joseph’s College of Engineering, Chennai – 119, India Abstract This empirical research on how teenagers’ Influence their parents to purchase a computer-An empirical analysis is restricted to influence of teenagers on their parents. The research analysis has been carried out fewer than three headings in respect of purchase of a computer -Purchase Behaviour and influence strategy -Analysis of influence strategy -Analysis of parents’ response and influence strategy Teenagers are succumbed to dealers and peers’ compulsion to purchase the product of computer. They go for information search in respect of product features, price of competitive products and so on. The study reveals that teenagers apply two types of approaches on their parents viz., emotional and logical strategies. They predominantly apply emotional strategies. Parents’ responses were both consultative and authoritative towards emotional teenagers and authoritative towards logical teenagers. Computer being high value product, the parents would try to convince their children and dictates them about the purchase of computers to suit the environment. Top Keywords Teenagers, Purchase behaviour, emotional strategy, Logical strategy. Top |