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Abstract
This research paper focuses on the children buying behavior; generally the marketers and researchers have ignored children as a consumer segment because of their little disposable income. In the past years, children have been found to have less influence on decision making for products that are used by the whole family. After that, interest has been growing in children's consumption behaviour, especially their influence in family purchase decisions. Contrary to the traditional assumption that parents dominate in family decisions, abundant research has been found that children have substantial influence on their parents in family consumption decisions. The present study concluded that children are more likely to influence the purchase decisions that directly affect them and have more influence on less expensive products and those for their own use.