A multidimensional segmentation procedure was run on 276 cases using Factor Analysis and Cluster Analysis that produced 24 segments among the children in urban India as per their user class of Lifestyle goods, Lifestyle, Personality and Media Exposure. A Discriminant Analysis was also conducted to predict whether children from urban families were influencing their parents' purchase decisions of lifestyle goods or not. Predictor variables used for the Discriminant analysis are Self knowledge, Past influence, Newspaper preference, and Self driven score. Significant mean differences were observed for all the predictors on the DV. While the log determinants are quite similar, the discriminate function revealed a significant association between groups and all predictors, accounting for 78.85% of between group variability. The cross-validated classification showed that overall, 100% respondents were correctly classified. The study was carried out during 2008 to 2010.

1. Autio, M. (2005). "The Morality of Spending in Finnish Youth Consumer Culture." International Journal of Consumer Studies, 29 (4), pp. 332-341.
2. Bansal, R. (2004, June 28). "Urban Youth." Business World , p. 5.
3. Bjurstrom, E. (1994). "Children and Television Advertising : An Introduction to the Research on the Effects TV Commercials Have On Children." Konsumentverker : Stockholm, Sweden.
4. Bower, J. A., & Sandall, L. (2002). "Children as Consumers Snacking Behaviour in Primary School Children." International Journal of Consumer Studies , 26 (1), pp. 15-26.
5. Bristol, T. (2001). "Understanding the Adolescent's Consumption World: Shopping, Influencing, Deceiving. " Advances in Consumer Research , 28 (1), pp. 16-18.
6. Dolnicar, S. (2003). "Using Cluster Analysis for Market Segmentation - Typical Misconceptions, Established Methodological Weaknesses and Some Recommendations for Improvement ." Australasian Journal of Market Research , 11 (2), pp. 5-12.
7. Ives, N. (2006, April 3). "Time 'pirates' Eyes Young Male Matey. " Advertising Age, p. 2 .
8. Kaur, P. , & Singh, R. (2007). "Uncovering Retail Shopping Motives of Indian Youth." Young Consumers , 8 (2), pp. 128-138.
9. Makela, C. J., & Peters, S. (2004). "Consumer Education: Creating Consumer Awareness Among Adolescents In Botswana." International Journal of Consumer Studies , 28 (4), pp. 379-387. DOI: 10.1111/j.1470-6431.2004.00402.x
10. Malhotra, N. K. (2001). "Marketing Research." Delhi: Pearson Education Asia.
11. Mittal, M. (2008). "Television Viewing Behavior Among Indian Kids." Indian Journal of Marketing , 38 (7), pp. 22-26.
12. Neal, W. D. (1998). "Multidimensional Segmentation." Canadian Journal of Marketing Research , 17 (1), pp. 78-81.
13. Nehru, J. (1950). "Discovery of India." New Delhi: Penguin Books.
14. Sharma, A. (2009). "Role and Influence of Children In Buying Children's Apparel." Indian Journal of Marketing , 39 (7), pp. 42-46.
15. Singh, D. (1998). "Children as Consumers." Indian Management, 37(9), pp. 78-81.
16. Vernekar, S.S., & Wadhwa, P. (2008). "Kids Mean Business - Marketers Beware! A Market Survey on Impact of Advertising on Kids." Indian Journal of Marketing , 38 (8), pp. 9-14.