Main Article Content
This paper aims (i) to identify the parental perception of alpha kids’ influence on general buying decisions, and (ii) to examine the impact of alpha kids’ demographics (age, gender, and sibling) on the influence exerted by them in general buying decisions in families in India during the Covid-19 pandemic. This study is based on a cross-sectional survey approach. Primary data for the study was obtained in February 2021 through a structured questionnaire generated on Google Forms from a sample of mothers of 400 alpha children (aged 8-11 years) from rural and urban areas of Delhi (India). Notable findings that emerged from this study revealed that Indian parents perceive their alpha kids to exert significant influence in general buying decisions and this influence is moderated to some extent by the age, gender, and birth order of the children. The results of this study extend interesting theoretical and practical implications for marketers and practitioners to have a better understanding of family consumption behavior in India. Marketers must take note of these observations while designing and implementing marketing mix strategies in respect of various goods and services meant for children/family consumption in India to sustain the impact of the Covid -19 pandemic.