Accessories as a category has witnessed the kids gaining absolute control on the purchase decisions. Accessories includes watches, sunglasses, belts, earrings, caps, etc. 59% kids claim to be involved with accessories as a product category. The involvement is higher in case of Metro kids (60%) talking and discussing more about accessories as compared to the Tier I kids (48%).

Do kids play a role of consultants to their parents in case of accessories?

44% parents acknowledge the fact that their kids research and express opinion about accessories. The involvement and research in not in vain as a sizeable number of parents agree that they turn to their kids for information while buying accessories for their kids.

Role of commercials

48% kids like to watch accessory advertisements on television, out of which 33% claim that they discuss the advertisements with their parents after watching them.

Does the involvement translate into influence?

This involvement translates into influence as well since a significant number of kids are influencing their parents into listening to them. 55% of kids claim that their parents frequently follow their choice when buying accessories. Further, 40% declare that their parents always follow their choice of accessories.

30% of the parents take their kid’s opinion seriously and follow their choice of accessories. As far as town classes are concerned, as is seen in involvement, the influence factor also comes across more strongly with respect to Metro kids (60%) as compared to their Tier I (46%) counterparts. 

What type of accessories are kids interested in and own?

Finally, does it translate into actual purchase?

45% kids claim that their parents take them along for shopping for accessories while 33% parents too claim that their kids accompany them.

Kids seem to be having their way when it comes to choosing their accessories, with parents gladly letting the kids influence the final decision.