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Over one-third of car sales influenced by children

autos Updated: Sep 09, 2015 12:00 IST
car buying decisions

37% of car buying decisions are influenced by kids, a UK study has found. Photo:AFP

According to a new study by car sales and comparison publication and web service Auto Trader, 78% of parents surveyed claim that their offspring pressured them into buying a new car and that for 37%, the kids then went on to have a say in what type of car mommy and daddy ended up coming home with.

The study of 1000 UK parents and children found that dads (39%) are more susceptible to pressure than moms (33%) and that when turning on the charm or throwing a car-focused tantrum, kids are most likely to get their own way (26%) when it comes to deciding on the car's color.

Kids also managed 13% of cases to influence comfort levels and almost one in ten parents said that their children played a part in selecting the in-car entertainment kit.

"A substantial amount of research has been done looking at how the decision of the car buyer can be influenced and at what stage in the buying journey," commented Nathan Coe of Auto Trader, "but few have really considered the role that children play, or the influence of pester power. If one of the kids doesn't like the shape or color of your next car, or it doesn't come with plug-in for an iPad, then you'd better be prepared for some serious pestering!"