SUMMARY
This paper attempts to understand the role of Indian children in the modern society, who despite of having undergone multiple socio-economic changes, are still trapped in the patriarchal grip. The paper tries to understand the difference in role of children owing to the cultural and demographic differences. In different cultural set up, children are perceived differently. Hence demographic characteristics of children become a basic parameter to evaluate the consumerism behavior of children. Thus this paper tries to investigate the level of influence that children have on parents decision making through the mode of literature review. The paper concludes that there is a difference in level of influence owing to the demographic factors, which in turn is expressed and exerted differently on parents to finally get the purchase done in their favor.