PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The empirical paper entitled "Profiling Children as Consumers: An Indian Study" is focused on the varied aspects that characterize a young consumer's role in family decision-making process. Through different variables: child's involvement at various buying stages, product type and various tactics used by children, distinct consumer profiling of young children is attempted. Survey data collected from 10 schools in India were examined with a series of factor analysis and mean scores. In this scope it is important to draw the commercial profile of young kids. Detailed analysis included principal component factor analysis, ranking through descriptive analysis and with the help of radar diagram; children's consumer profiles are identified. Using these profiles, the firms can develop insights about their target markets and formulate effective marketing strategies. The implications are very insightful. The developmental stages of children and their distinct characteristics (as a very active participant and influencer in family buying) will enable researchers to inquire them more thoroughly. From an academic perspective, a latest field of research is unwrapped to be explored.