Impact of Mother’s Education and Employment Status on Children

Impact of Mother’s Education and Employment Status on Children

Purchasing Independence
Dr. Manjula Singh*
Department of Business Administration
M.J.P. Rohilkhand Univ.,Bareilly

ABSTRACT

In the present era of increasing status of mother in the family, makes it necessary to study them as an important agent who influence the decision of the family while purchasing any type of product. But the influence of children cannot be avoided as they are rising as the new purchase agent. The exposure of the children towards media and free flow of information, is making them every day stronger decision maker. No doubt the knowledge of the children is little bit more than the parents. Apart from all these factors the role of mother is increasing due to their increasing status either in education or employment status. For the same reason the present research is conducted and the emphasis is given to explore the factors which give impact on the children during any purchase independence enjoyed by them.
A paradigm shift has been observed in the recent past from women- centric marketing orientation to child centric. In the past decades the percentage of the working women increased which called for time saving equipment and products. Now it is found that third agent (children) who also possess financial power based on the savings, influences the family decisions to a greater extent as well as is empowered to make purchase decisions for self.
The study concludes that the purchasing independence enjoyed by children largely depends upon the education and employment status of mother. Increase in the mother education is found to be inversely proportional to purchasing independence of children. Also if the mother is working (service) the child enjoys high leverage to purchasing decisions. Though the researcher has attempted the best for understanding the relationship between the mothers’ status and children purchasing independence, this work may be the drop in the ocean of the research.